It has been less than half a year since the "Sauce Latte" in September last year, and recently, Luckin and Moutai have once again played a joint brand and launched a new product "Sauce Chocolate". However, "Sauce Chocolate" has not received much attention from young people, and it has not been able to continue the explosive gene of "Sauce Latte".
"Sauce Chocolate" is not popular, can the joint brand still be liked by young people?
01
Luckin and Moutai have released new products. On January 22, Kweichow Moutai and Luckin jointly launched the Chinese New Year "Year of the Dragon Sauce Chocolate" officially launched.
is different from the "Sauce Latte" that was used by workers to swipe the circle of friends last time, this time, the response and popularity of the new co-branded product "Year of the Dragon Sauce Chocolate" are slightly average, and it has not detonated the social platform of young people.
Even the entry "Why is Moutai Luckin co-branded not popular" also appeared on the hot search, and many netizens said that they saw the hot search before they knew that Luckin and Moutai had co-branded a new product.
Some people think, "It's normal not to have a sustained popularity." The first time everyone thought it was fresh, buy some and try it. Now every company is co-branding, and if there is no very special co-branding, consumers will treat it normally. ”
Many netizens said that it is true, and it is difficult to arouse the interest of young people after the freshness.
"I bought it because of curiosity, but I won't give it the first choice if I buy it again. ”
"When the novelty wears off, consumers who return to rationality will only pay for the taste, that is, the taste is the key. ”
"The gimmick is too much, the first time is a surprise, the second time is a little tired of watching. ”
……
However, the too sweet and greasy taste of "sauce chocolate" also made netizens complain directly, and it was not popular because it was unpleasant.
"Because it's really not delicious, not everyone can accept wine chocolate. ”
"It's so sweet, it's better to drink the sauce latte, I drank a little half yesterday, and then I didn't drink it. ”
"It's really not delicious, I tasted it, it's really greasy, it's better to eat wine chocolate directly." ”
……
The failure to replicate the success of "Sauce Latte" may be a sign that young people's enthusiasm for cross-border co-branding is declining, and if you want to capture young people by co-branding, this method may not work.
02
The reason why I failed to continue the joint legend again may have been able to see the clues in the endless wave of joint names.
On the day of the release of "Sauce Chocolate", according to incomplete statistics, a total of 6 catering brands, including Luckin, released the latest co-branded new product activities, among them, Luckin launched three co-branded new products in one go in this wave of co-branding.
In fact, since the popularity of "Sauce Latte", there have been countless co-branding of catering brands, and most brands will launch one or two new co-branded products a month on average.
At the same time, in addition to catering brands, co-branding in other fields, including: trendy brands, games, popular IP and other products, is so dazzling and dizzying.
Obviously, this is the era of "everything can be co-branded", however, behind the indiscriminate bombardment of co-branding, it is the aesthetic fatigue of young people about co-branding.
Some netizens said, "Although joint names are not uncommon, they are nothing new." Most of them just get some cups and paper bags, find a ready-made mold to print the pattern and logo, and after reading too much, they will not feel it. ”
The reason why "Sauce Flavor Latte" can come out of the circle is not only because of the innovation in packaging design, but also because of the improvement and change in taste, which attracts most people to try it.
According to a data, nearly 70% of young consumers said that they are less and less interested in co-branding.
Even in the face of co-branded products that they are interested in, most young people also have an attitude of casual fate, and it doesn't matter if they can grab it or not, let alone queue up overnight or grab it at a premium.
When young people gradually lose interest in co-branded products, the lives that were once handled by "co-branded" models will also become a thing of the past.
03
Since "Sauce Latte" came out of the circle and brought a wave of co-branding, some people called last year the "first year of co-branding".
Many young people have been brainwashed by "co-branding", and even pay a certain "price" in order to get the corresponding co-branded peripherals, among which "spending money" is just a basic operation.
Some people drink multiple cups of milk tea a day, just to collect wrapping paper bags, some people find intermediaries to drink milk tea on their behalf, just to get their favorite small cards, some people find friends from other places to help rob, just to leave cups and paper bags, and some people spend money to chase joint names everywhere, just to make joint accounts......
As there are more and more co-branded routines, young people are also becoming vigilant. More and more young people have seen the essence of co-branded marketing, but after some "fashion garbage" created by various brand merchants in order to cut leeks, they are also disenchanting the "co-branding".
Those cups and paper bags printed with brand image or logo are just some "beautiful waste" in the end, and after buying them back and putting them at home, they eventually become those "plastic bags" that the older generation pressed under the bed, which are reluctant to throw them into the trash and will not be taken out again.
After seeing the joint routine, a netizen said: "I don't want to be pinched by the bubble tea shop anymore." The design, packaging and milk tea taste of changing the soup without changing the medicine are no longer sensitive. ”
Nowadays, although more and more young people are willing to pay for "interest" consumption and "emotion", obviously, the brand that is keen on co-branding is also taking a fancy to this, and young people's money is not blowing in the wind, and the cost of living is getting higher and higher.
Therefore, when the number of co-branding is proliferated, but the quality is uneven, it is inevitable that young people's interest in co-branding will decline.