Dawan News Previously, the "sauce latte" jointly launched by Luckin Coffee and Moutai was popular, and since then, many milk tea and coffee shops have launched joint products, and for a time there are endless joint products on the market. Can cross-border co-branding really stimulate sales? Do you buy it in the face of fancy co-branded consumers? To this end, the Dawan News reporter conducted an interview.
Luckin Coffee Cat and Mouse co-branded.
Cross-border joint products blowout
After gaining a wave of joint popularity, Luckin Coffee recently set its sights on "childhood memories", launching a cat and mouse co-branded model, buying event goods to get cat and mouse limited paper cups and tote bags, and buying two cups can also get cat and mouse stickers, once again attracting many audiences.
Other well-known beverage stores have also launched cross-border co-branded models, most of which are well-known IPs in the fields of animation and games, and the target audience is young consumers who love animation, novels and games, and these consumers often coincide with the audience of coffee, milk tea and other drinks.
On October 3, Bawang Chaji launched a joint model of the popular novel "Tomb Robbery Notes", and you can get themed paper cups and stickers when you buy a joint drink. Buy two cups and get a Polaroid card and themed paper bag, in addition to a three-cup in-store package, plus a folding fan, laser ticket, humanoid standing plaque and other co-branded peripherals. On October 8th, Chabaido launched a joint event with TheShy, a player of the Game League of Legends, to purchase a joint double cup package to get TheShy Collector's Card. On the same day, Happy Sweet Potato also launched a joint model with the anime "Under One Man", and you can get a joint cup, cup sleeve, and straw sleeve for purchasing a cup of joint products, and you can get a joint milk tea tray or insulation bag for two people.
In addition, brands such as Michelle Ice City and Aunt Hushang have also launched region-limited joint activities, and Gu Ming is warming up to launch a joint activity of the anime "Heavenly Official Blessing". It can be said that various chain milk tea and coffee shops are looking for new "partners".
Can cross-border co-branding stimulate purchases?
According to Luckin's official Weibo data, the sales volume of the "Sauce Latte" jointly signed by Luckin and Moutai exceeded 5.42 million cups on the first day, and the sales of single products exceeded 100 million yuan on the first day, setting a new sales record for Luckin's single products.
Also breaking the single product record is Nai Xue's tea, whose previous joint "Golden Mountain Cake Bubble Tea" with Fantasia Music Universe ("Fantasia" is Jay Chou's music album released in 2001) sold more than 1.46 million cups on the first day, and more than 100,000 sets of joint thermos cups. More netizens commented that "this data is that you (insufficient supply) can only sell these", calling on merchants to hurry up and replenish stocks. Although the co-branded object is not Jay Chou himself, the album as the co-branded object still attracts many Jay Chou's fans to pay.
On October 9, the topic of #Milk tea shop list is longer than my life# appeared on Weibo hot search, netizens posted that the happy sweet potato shop had a burst due to the joint model, and the printed order receipts were piled up, and the clerks were busy combing through the orders.
It is not difficult to see the popularity of the joint model from social media, "sauce latte", "Fantasia", "cat and mouse" have all brushed the screen of everyone's circle of friends, and many young people have posted check-in photos after buying.
Consumers: willing to pay, but also to see whether it is worth it
Before this wave of beverage co-branding boom, cross-border co-branded products are not uncommon, such as KFC, McDonald's often launch co-branded dolls on special holidays, Uniqlo, Li Ning and other clothing stores also often launch co-branded clothing, but because the price of drinks is relatively low, and many consumers themselves will often consume, so more people are willing to try.
"Cute" is a high-frequency word that reporters hear from many consumers who buy co-branded products. "I bought it purely because it was beautiful and cute, I left the cup and paper bag without losing it, and I also looked at the handmade work transformed on the Internet, and I planned to try it myself when I had time." Ms. Yin, a consumer who just bought Luckin's co-branded name with Cat and Mouse, said: "I also bought the joint name of the line puppy, and I can buy coffee and add a few dollars." ”
The picture shows the joint products purchased by Ms. Zhao.
Another consumer, Ms. Zhao, also said: "My colleagues and I bought two cups (coffee) together, and the (cat and mouse) stickers sent are really cute, and I can accept this sticker and buy two cups of coffee for 10 yuan." Ms. Zhao has also purchased Nai Xue's tea and bubble mart, as well as CoCo and Sanrio, but she bluntly said that she regretted some of them. "CoCo and Sanrio's are a little expensive, 51 yuan a cup of milk tea a toy, the toy is a little crotch-pulling, I don't think it's worth it after buying it."
Consumer Ms. Ma said: "If it is a brand that I can drink myself, under the normal price, the joint name will play a role in urging the purchase, but if I am not very enthusiastic about this brand, and the surrounding price is too high, I will not buy." ”
A co-branded product purchased by Ms. Ma.
Ms. Yin also said: "I think the joint name only means that the product you often drink has a new packaging, which does not mean that I will buy something that I was not willing to buy at all." ”
Xiao Liu, a freshman, said that he had not bought a joint product and was unwilling to pay for the joint product: "I think the joint model is generally a gimmick greater than the product itself, and the price is generally inflated, as a student party, there is no need to follow the trend, in order to jointly consume goods that are not within their own tolerance." ”
During the interview, the reporter also noticed that female consumers are more willing to buy joint products specifically, and there are relatively few men. Mr. Liu, a consumer, said: "I have only bought 'sauce latte' because I drink coffee myself and can taste it, but I am not very interested in those doll stickers. ”
Dawan News reporter Yu Yuanqi