By student of Sichuan Agricultural University
Chinese coffee giant Luckin Coffee opened its 10,000th store in the country in June, expanding its lead at an amazing speed. Now Luckin is upgrading its brand image by collaborating with Moutai Kweichow, one of China's top liquor brands, on an exclusive co-branded "liquor latte". The "liquor latte" unprecedentedly triggered a mad scramble from the public.
This passage is written to analyze the reasons for Luckin's great success in promoting the "liquor latte".
In this article, we can learn more from the customers' aspect.
Here comes the external reason, which is divided into three parts:
Firstly, an effective marketing strategy plays an important role in liquor latte's hot sales. Luckin has spent much on promoting it, advertising it with a half-prize, of 9.9 yuan. What's more, it has done its utmost to inform the public that the liquor applied to the latte comes right from Moutai Kweichow, which, after all, is seen as a high-end brand with a huge influence in China. In addition, complimentary stickers, cup sets, paper bags, etc. are labeled "Moutai Kweichow" as well, maximizing the effect of the brand's reputation.
Secondly, customers tend to post their experience on the Internet, which becomes a further promotion of the "liquor latte". Recently, "liquor latte" appeared on media platforms with an increasing frequency. On Wechat Moments, Weibo, and other social media platforms, friends from all walks of life share their first bite of the liquor latte, their comments in a mixed picture. "Some love while some hate. Why don't taste on my own?"
Thirdly, it's the innovative and successful combination of liquor and coffee that counts. Moutai Kweichow has always been one of the leading brands in China's high-end product field, which appears on every big occasion where great entrepreneurs or business giants gather. When it comes to Luckin Coffee, it appears to be closer to ordinary people, with a bigger customer group. Moreover, coffee is the typical kind of Western import product in the catering industry while liquor represents Chinese drinks with tradition and culture. Such a combination of East and West is meant to arouse heated issues on the Internet.
Then it comes to internal reasons, split into two aspects.
The first one is the comparison between the two products in people's impressions. People will wonder: what kind of taste will the liquor latte bring us with the mixture of mellowness of coffee and spiciness of liquor? Coffee excites people's minds, ensuring refreshing and clear thinking; liquor is intoxicating. What state will people be in after consuming a liquor latte?
Second, netizens' whimsy fuels the explosion of the liquor latte on the Internet. With innovative thinking and a good command of the Internet hot meme culture, netizens reproduced a series of interesting questions. The campaign has promoted remarks like "drunk and alert at the same time", "can I drive a car after drinking this?", "Can I order one with no coffee and milk?", "the first sip of the younger generation"...all of these "ridiculous" questions, to some extent, spark people's willingness to taste the product.
The phenomenon of the "liquor latte" symbolizes the transformation of the timely-honored brand for the young customer group. The combination of the two drinks can be seen as the collision of two civilizations - despite possible conflicts, this is where the novelty comes in.
The views do not necessarily reflect those of DotDotNews.
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