Luckin Coffee: “Hot search again”

A while ago, a joint venture between Luckin Coffee and Moutai was on the hot search list for several consecutive times, and the traffic soared. Recently, the joint venture between Luckin Coffee and the classic animation Tom and Jerry once again topped the hot search list. Is it a coincidence or hard work that has made it out of the circle again?

Early this morning, the news of Luckin Coffee’s collaboration with the classic animation IP “Tom and Jerry” once again topped the Weibo hot search list, and the Weibo topic #瑞幸猫和老鼠# generated over 140 million reads.

Discussions on social media triggered a new round of attention, and the co-branded product "Mascarpone Whipped Cheese Latte" also became popular. This time, Luckin Coffee still used the "formula" familiar to the public, with 4 cup sleeves, 3 paper bags, co-branded stickers and co-branded products priced at around 20 yuan.

Judging from Luckin Coffee’s official Douyin live broadcast room, more than 800,000 copies of the new co-branded product priced at 9.9 yuan have been sold, which shows its obvious conversion effect.

What is the key to Luckin Coffee’s collaboration with “Tom and Jerry” going viral?

There are at least three reasons why the collaboration between Luckin Coffee and "Tom and Jerry" can have such a big impact.

Paying tribute to classic cultural symbols through commercial cooperation

The collaboration between Luckin Coffee and the classic animation IP "Tom and Jerry" is not only a business cooperation, but also a tribute to the classic cultural symbol. As a chain brand favored by young consumers, Luckin Coffee has been committed to providing young people with high-quality, healthy and fashionable coffee drinks. As a classic animation IP in the world, "Tom and Jerry" is undoubtedly one of the works loved by the audience, and its funny, witty and childlike animation images are deeply rooted in the hearts of the people.

This collaboration is undoubtedly a perfect fusion of young and fashionable coffee elements and classic IP. Whether in terms of product taste, packaging design, or the concept of the collaboration, it reflects Luckin Coffee's pursuit of quality, innovation, and classic culture.

Obviously, this is a joint marketing campaign by Luckin Coffee aimed directly at traffic, and it is also another tribute to the classic IP image of the brand. At the same time, it also gives the brand a smart and interesting brand image.

The co-branded products are popular and have successfully gone viral

Also popular along with the joint event is the joint product "Mascarpone Whipped Cheese Latte".

On social media, netizens have posted photos of the co-branded products they purchased. On the one hand, this shows consumers' love for this product. On the other hand, it also indicates that the co-branded event between Luckin Coffee and the classic animation IP "Tom and Jerry" is really popular. This undoubtedly brings more exposure and word-of-mouth to the brand, further enhancing Luckin's competitiveness in the market.

The co-branded products are very popular among consumers, which is not only the best interpretation of Luckin Coffee's consistent spirit of innovation, but also a response to consumers' pursuit of the Luckin Coffee brand. Its strong marketing conversion ability indicates that Luckin Coffee has achieved another important result in its continuous exploration and experimentation, making "product and effect integration" no longer a false proposition.

The emergence of co-branded products has once again proved the importance of innovation and R&D capabilities to brand development, which is also the key to Luckin Coffee's success in the fierce market competition. We hope that in the future, Luckin Coffee will continue to uphold the spirit of R&D and bring more high-quality coffee drinks to consumers.

The differentiated brand positioning gives the brand unique competitiveness.

Under the new consumption trend, differentiated positioning is crucial to brand development. Luckin Coffee has successfully attracted consumers’ attention and established a brand positioning that is different from its competitors through marketing with classic animation IPs and traditional wine brands.

In terms of marketing, Luckin Coffee has created hot topics by co-branding with classic IPs or well-known brands, which has continuously attracted consumers' attention and generated extremely high levels of attention. This has not only increased the exposure of the brand and products, but also created more opportunities for the brand to go viral through fancy marketing.

Culturally, various marketing interactions outside the circle have subtly reinforced the brand's fashionable and healthy positioning, allowing consumers to identify with and like the Luckin Coffee brand more, thereby enhancing consumers' stickiness to the brand.

In terms of products, Luckin Coffee continues to launch new products to meet the needs of young consumers, penetrating into the young consumer group from the perspectives of taste, flavor, and marketing renewal. It truly puts product first and provides young people with a product experience that is different from competing products.

With the rapid development of digitalization and intelligence, the brand's marketing methods and product concepts are also constantly improving. The brand's products must not only have the basic qualities of the product, but also be an important medium to establish a deep emotional connection with users. Under the development trend of personalization and customization, brands should focus on the personalization and differentiation of products and marketing in order to meet the growing consumer demand.

Why is Luckin Coffee on the hot search again?

In many cases, brand commercial collaboration is seen as a strategy for brands to attract attention and gain traffic. But in today's world where joint marketing is common, why can Luckin Coffee's joint marketing always attract traffic? In Mr. Bingfa's opinion, Luckin Coffee has at least four types of long-term capabilities that have successfully leveraged market traffic.

Super strong product innovation ability is the key to a brand leading the consumer market. It is not difficult to see that almost all of Luckin Coffee's joint marketing is accompanied by the appearance of products. The "Sauce Flavor Latte" jointly launched with Moutai before, and the "Mascarpone Whipped Cheese Latte" jointly launched with the classic animation IP "Tom and Jerry" this time, have allowed Luckin Coffee to attract consumers' attention with new products at a time when "products are king". It is using products to catch market traffic, grasp the code of wealth, and lead the consumption trend of the coffee industry.

Accurate insights into young consumers. Often, a brand's marketing can be successful because of its sensitive and detailed understanding of the target audience's consumption motivations, consumption tendencies and consumption behaviors. From the earlier joint venture with Moutai, last week's joint venture with swimmers, to the joint venture with Tom and Jerry that became a hot topic, it can be clearly seen that Luckin's understanding of young consumption is unmatched by many brands. At the same time, the brand is well aware of the marketing code to attract young consumers, so marketing has become a natural thing.

In addition, the young consumer groups' consumption preferences for novelty and novelty, as well as their strict requirements for product tastes, are also subtly requiring brands to constantly adapt to market changes and consumer needs. At the same time, brands also need to maintain keen insight and R&D capabilities at all times to keep abreast of market trends and changes in consumer tastes.

Fancy marketing activities increase user stickiness. Data shows that Luckin Coffee currently has 50 million monthly active users. The reason why the brand has so many followers is actually the brand's fancy marketing, which allows the brand to maintain a young product SKU. On the one hand, the brand attracts attention through fancy marketing and achieves long-term attention from users; on the other hand, Luckin Coffee continues to innovate and use interesting and high-quality new products to stimulate user consumption; coupled with the role of fancy promotions, the product naturally evolves into a medium to increase user stickiness.

The R&D spirit is deeply rooted in the brand's genes. With its enterprising R&D spirit, accurate grasp of young consumers' needs and keen marketing insights, Luckin Coffee continues to launch new products and upgrade the brand's youthful product SKUs to maintain its market leadership. This is a magic weapon for brand expansion, and it is also the key to driving the brand's growth curve and leading the trend and development direction of the entire coffee industry.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"