With a habit of drinking coffee on weekends while doing schoolwork, Wu Zibo, a 17-year-old student from Beijing No. 1 High School, wanted to order a cup of Moutai-flavored latte (茅台味拿铁). "I wonder how my father's favorite Chinese strong drink would taste with my favorite coffee, " Wu told China Daily (中国日报).
Moutai-flavored latte craze shows a team-up business pattern (团队经营模式) in China. The team-up between Kweichow Moutai and Luckin Coffee has interested many people. It sold 5. 42 million cups and made 100 million yuan just on Sept. 4, the first day it came out, China Daily reported.
Moutai has tried many ways in recent years to be more creative, such as by bringing out Moutai ice cream and canvas bags. "This creative team-up lets Moutai make its brand（品牌) younger, "Li Honghui, a marketing director for drinks, shared with China Daily. "Through team-up, brands can make the market bigger, and bring more new things to buyers", added Li.
In 2023, China's team-up market will grow to over 100 billion yuan and may reach 300 billion yuan by 2025, according to China Quality Daily. However, wrong team-up may have undesirable results and even hurt brands. "The secret to making a team-up successful is about how good the products are. The brands should not just pay attention to getting the people excited, "said Li.
