"Who would have thought that the first Maotai in his life was given by Luckin." "This wave of sauce fragrant latte wins numb!"

Recently, Luckin Coffee's store has been crowded. A cup of explosive "Moutai coffee" has made many young people queue up, and it has once again brought a wave of unstoppable "joint fever".

"In the past two weeks, you can often see the sauce and fragrant latte in the circle of friends." As soon as junior student Liu Yaqi learned that Luckin had a new co-branded coffee, she immediately pulled her friends to join the offline queue, and when the coffee was in hand, she took out her mobile phone to take a picture as soon as possible, and then accompanied by the copywriting of "fine wine and coffee, just love this cup, check-in completed", and posted a circle of friends. In her opinion, whether she really likes to drink or not, she must also "take advantage of the heat to check in".

After 95, Liu Qi usually does not drink, but this time he was also aroused by the overwhelming publicity and discussion on the Internet, and ordered a cup of sauce-fragrant latte. He had seen mixed reviews on the Internet before, and he was already prepared to "pay IQ tax", but he didn't think that the taste was okay, "The taste of liquor is quite strong, and people who love will love it very much, but people who don't like to drink are probably difficult to accept." I don't reject the taste of alcohol, and I think it's fun to taste it once in a while."

In addition to the pairing of coffee and wine, "goji berries in a coffee cup" is no longer new. Xu Yihan, a post-00s Beijing girl, recently when shopping, found that the time-honored traditional Chinese medicine Tongrentang opened a "Zhima Health" health café, walked into the store, smelled the aroma of traditional Chinese medicine, surrounded by various medicinal supplements, open the menu, black goji orange peel latte, andrographis American, tangerine peel hand punch and other "mix-and-match" coffee names are particularly eye-catching. "When I walked in, I couldn't tell if I was in a coffee shop or a pharmacy." She sighed.

Xu Yihan ordered a cup of monk fruit American recommended by the clerk, "The taste of monk fruit is not obvious, the coffee is also light, the taste is not as unique as imagined, it can only be said that it is useless." She noticed that a large proportion of the shop's customers were young people who came to check in, and some people ordered several different flavors of coffee in a row. Although she should not try again, she also understands the enthusiasm of others, "Now many people pursue health, but they have to rely on coffee to 'survive', the time-honored brand can combine medicinal herbs and coffee is really fresh, many people are definitely willing to pay for this idea and concept."

Unknowingly, cross-border co-branding has become a common operation for tea brand innovation and attracting consumers to buy. In addition to finding "strong alliances" with peers in the catering industry, many tea brands also aim at the current popular film and television dramas, games and other IP, while the iron is hot, launch co-branded drinks with related concepts as the theme, and then sell them with badges, coasters and other peripherals, and the topic and sales are often very considerable.

Last weekend, Xu Zixuan crossed half of the city and checked in a Heytea offline co-branded theme store, but his goal was not milk tea. Xu Zixuan said frankly that he usually doesn't like to drink sweet drinks, and this time he actively went to buy it because Heytea co-branded one of his favorite mobile games "Genshin", not only launched drinks with the theme of game characters, but also arranged large-scale standing signs for taking photos and check-ins in some designated theme stores to sell game peripherals. "I bought milk tea and met a lot of fellow Chinese people, so it was worth it to come to this trip." Xu Zixuan joked.

As a joint "big household", Heytea's cross-border joint name has frequently appeared in the circle and has been favored by many young people. According to a marketing leader, the selection of co-branded objects is a key, and every time the co-branded cooperation, Heytea will start from the fit between the two sides in terms of brand core and concept, and express it through products, peripherals and other forms. For example, in May this year, Heytea cooperated with luxury brand FENDI to launch the co-branded tea drink "Xiyue Yellow" and the "FENDI Wood Ginger Special Tune" inspired by traditional Yi spices, paying tribute to the Italian handmade art heritage and Chinese tea drinking culture, "which is not only a new attempt by both parties to explore art and collide with culture, but also integrate the brand spirit into life."

"This time we chose to co-brand with domestic two-dimensional games, and we strive to create a sense of immersion with Chinese-inspired design, and on the basis of deeply understanding the spiritual core of Chinese culture, we use young modern design techniques to create and present, so as to convey the charm of traditional tea drinking culture with Genshin." The person in charge introduced.

Also came to check in the new products, Hangzhou post-00s girl Wang Qingqing was attracted by the layout design of the offline theme store full of Chinese characteristics. Wang Qingqing said that she is a "loyal customer", from last year's "Menghualu" to "Only This Green Green" stage play, every time there are ancient elements jointly new, she is full of expectations. "I think it's very commemorative to be able to drink a cup of co-branded milk tea with poetic packaging and name after watching my favorite drama."

Wang Qingqing also found that a milk tea shop has recently opened next to Hangzhou Lingyin Temple, with an elegant new Chinese tea space, the names of drinks such as "Yangui Youxiang" and "Youthful Qi" are full of poetry, and ordering milk tea will also give a mini teapot with "fairy air", which has also become her next check-in target. "I am looking forward to trying more novel cross-border linkage in the future, and I hope that the beverage co-branding can be 'rolled' again." Wang Qingqing said with a smile.

According to Zhu Danpeng, an analyst in the Chinese food industry, beverage co-branding continues to "roll" new tricks precisely because the consumption patterns, consumption thinking and consumption behaviors of the new generation of people have changed. "Like early adopters, curiosity, is the characteristics of young people, if the product is not timely innovation upgrade and iteration, will be abandoned by consumers, although many milk tea drinks are hot for a while, but many of them can not be sold in two or three years." It is the continuous innovation upgrading and iteration of the industrial side on the consumer side that promotes the improvement of the speed and quality of the entire joint cross-border. ”

Zhu Danpeng pointed out that after years of development, China's catering industry has fallen into a stage of serious homogenization. At the same time as the brand fight, the new Chinese milk tea and coffee, as the "twin stars" of the new generation of drinks, are close to saturation, and cross-border co-branding is the "way to survive" that the company has come to after careful consideration. Time-honored brands such as Moutai and Tongrentang urgently need to open up the market to attract young consumers through brand rejuvenation, while leading enterprises represented by Luckin and Heytea are seeking core competitiveness through cross-border co-branding to achieve the effect of "1+1>2".

"Cross-border is not a simple matter, throughout the co-branding process, companies are also putting many details of the product and some medium and long-term strategies through it." Zhu Danpeng said that only continuous innovation is the only way out.

Intern Zheng Xinyi Xie Wanfei, reporter of China Youth Daily Source: China Youth Daily