Behind the popularity of Maotai sauce-flavored latte: the three flavors of front, middle and back are perfectly blended

The collaboration between Luckin Coffee and Kweichow Moutai has become very popular and has become a hot topic on the Internet. Not only is it popular, but the taste is also just right. This article describes the relevant content and I hope it will be helpful to you.

I heard that the whole network was drinking at work a few days ago? Yes, not only did everyone drink, but they also drank Moutai - the joint product of Luckin Coffee and Kweichow Moutai, "Sauce-flavored Latte". As soon as the news of the joint product of Luckin Coffee and Kweichow Moutai came out, it caused a big splash. Not only did some netizens joke that "C (coffee) in the morning and A (alcohol) in the evening are all in one cup", but there were also a lot of orders in many stores, and people were buying the joint product "Sauce-flavored Latte".

Netizens’ harsh comments: In fact, looking at the co-branded products in recent years, there are not many that have truly achieved the effect of sweeping the screen and breaking the circle. Why can the co-branded product between Luckin Coffee and Kweichow Moutai break the circle?

1. Top taste: endless stream of stalks

When it comes to Luckin Coffee and Kweichow Moutai, people's first impression may be that the two are "not close to each other". After all, one is a rising coffee brand and the other is a traditional wine company. The price difference between 9.9 yuan per cup and several thousand yuan per bottle still makes the two far apart in the minds of consumers.

However, when these two major brands joined forces, the strong contrast of "one day, one place" also made netizens spend money and inspiration on it again - endless hot memes emerged.

TOP Jun can hear the sound of the abacus. This guest just wants to drink Moutai!

"Why doesn't Starbucks collaborate with Moutai? Because people who drink Starbucks drive, and they can't drink while driving. But if you drink Luckin Coffee, you can just order one cup and take it to the subway." The netizen's words are really poisonous, but this joke also indirectly proves that Luckin Coffee's sinking market is really attractive to cooperative brands~

Teresa Teng’s song: Wine and Coffee. Some netizens also think that Luckin Coffee should play Teresa Teng’s "Wine and Coffee" on loop in its stores. These two are just right!

“The first sip of Moutai in life” vs. “the first FENDI in life” The last time this became popular was indeed the Heytea brand next door that collaborated with FENDI.

When netizens asked ChatGPT questions, it was inevitable that some people questioned whether there was really Moutai in the sauce-flavored latte. So one netizen chose to chat with ChatGPT.

Luckin Coffee's new avatar Of course, the first person to play with memes must be the brand. Luckin's official Weibo also changed its avatar to a blush one, and netizens joked, "Aren't you shy on Valentine's Day? Do you blush when you drink?" TOP Jun believes that the joint venture between Luckin Coffee and Kweichow Moutai is quite successful. The explosive sales in stores are proof of sales, and netizens' spontaneous memes are recognition of the brand's choice of joint partners. Fine wine and coffee, why not?

2. Middle taste: mood regulator

The preheating for the joint venture between Luckin Coffee and Kweichow Moutai started three days ago.

Due to the bright colors and obvious logo, many netizens have heard of it before they have heard of it. After a wave of activities in a small range in the early stage, Luckin Coffee and Kweichow Moutai officially announced today, and the popularity they received was like "a towering building rising from the ground".

In a corner that no one cares about (everyone's attention is on the sauce-flavored latte), Luckin Coffee and Kweichow Moutai also launched an advertisement, using a few simple scenes to illustrate the "meaning" of the sauce-flavored latte.

The company's first-half performance report was quite good, so how should we celebrate? Of course, we should drink "Moutai"! (TOP Jun thinks this seems to hint at the high growth in Luckin Coffee's performance in the second quarter of fiscal year 2023)

It’s 10 o’clock, the weather is good, and it’s very boring... At this moment, of course I have to drink "Moutai"!

How should I relax when I am nervous about being the protagonist for the first time on stage? Of course, I drink Maotai!

Finally, the brand invited Mr. Ma Dong, who was reluctant to shoot commercials, but seemed to be able to make some concessions if it was Moutai. Ma Dong, who can only drink half a catty of Moutai, also hoped that this cup of Maotai latte would be more than half a catty.

In the ad, Ma Dong wants to drink more after drinking it. Time: Monday Scene: Office Drink: Moutai Is this mental state crazy? No, because what everyone drinks is actually a cup of latte that refreshes the mind. This ad conveys two information points to the audience: one is the gimmick of "Moutai" and its strong contrast with Luckin Coffee; the other is the psychological comfort that the sauce-flavored latte brings to people, and drinking a cup of "Moutai" is no big deal.

In fact, even consumers who have not seen this ad can feel this emotion through a cup of Maotai latte. Drinking Maotai on the hour during work hours not only satisfies the social needs of social media traffic codes, but also allows consumers to experience the happiness of high prices at affordable prices. In this case, Luckin Coffee has achieved its goal.

3. Aftertaste: Multiple buffs

What did the brands gain from this joint venture? Popularity, popularity, and popularity. The joint venture ranked second in the hot search as soon as it was released, and it was hard for consumers not to see it.

The joint entry ranked second in the hot search. With the launch of the joint product, the share price of Kweichow Moutai has also been rising. For Kweichow Moutai, the brand has not only broken the impression of traditional wine companies in the minds of the public, successfully "younger", but also achieved a rise in share price. The actual benefits are more exciting than anything else.

Kweichow Moutai's stock price has risen. So why is the joint venture between Luckin Coffee and Kweichow Moutai so popular? TOP believes that the first reason is the "sense of contrast" repeatedly emphasized in the previous article . This sense of contrast is first reflected in the price.

According to the Taobao product page, the lowest price of Kweichow Moutai Classic is 1,499 yuan per bottle, while Luckin Coffee issues 9.9 yuan coupons every week. The price difference of nearly 150 times is one of the keys to the success of this joint venture.

The contrast in taste appeals to consumers' curiosity.

Wine makes people sleepy, while coffee is more about refreshing the mind. Driven by curiosity, consumers will also buy products to let the two flavors compete on their taste buds.

Netizens commented on the taste of the sauce-flavored latte. Secondly, the popularity of a joint venture is ultimately inseparable from the consumer psychology . Judging from the joint activities of Heytea and Luckin, humans do have the nature of pursuing high prices, and this high price is also a spectacle for consumers .

Of course, there are also purely visual spectacles: if you go to an offline store and take a look at the store environment, you will see the "Moutai-style" ordering screens and piles of co-branded paper bags. The strong Moutai flavor of the store makes people feel as if they have mistakenly walked into a Moutai store instead of Luckin Coffee.

Photo of Luckin Coffee store - TOP Jun's first-hand photo Once again, this collaboration is very different from the collaboration between Heytea and FENDI. As a brand that is not affordable, FENDI, as a high-end luxury brand, cannot penetrate into the lives of the majority of consumers. In China, where "wine culture" is prevalent, Moutai can be said to be a "guest" that must appear in formal occasions.

In comparison, a bottle of Moutai may be more in line with the cultural context of Chinese people than a piece of FENDI . The last and most important thing is Luckin’s sinking market . Compared with the Moutai-flavored ice cream launched by Kweichow Moutai itself, the joint brand with Luckin Coffee has obviously received more attention, and all this is also due to Luckin’s sinking market - more stores and more consumers.

In this marketing campaign, Moutai gained popularity among young people and expanded the popularity of traditional brands among young consumers. Luckin Coffee raised the level of its brand by leveraging Moutai's influence. This can be said to be a very pleasant win-win cooperation.

Author: Top Jun WeChat public account: TopMarketing