With a habit of drinking coffee on weekends while doing schoolwork, Wu Zibo, a 17-year-old student from Beijing No. 4 High School, wanted to order a cup of Moutai-flavored latte (茅台味拿铁). "I wonder how my father's favorite Chinese liquor (白酒) would be with my favorite coffee," Wu said.
The collaboration (合作) 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 when it came out on the first day.
Moutai brings us many wonderful things in these years, such as Moutai ice cream and bags. They are also very popular with people.
"Successful collaboration lets Moutai make its brand (品牌) younger," Li Honghui said. "Through (通 过) these collaborations, brands can share what they need, make the market bigger, and bring more new things to people," added Li.
1n 2023, China's collaboration market will grow to more than 100 billion yuan and may reach 300 billion yuan by 2025. However, wrong collaboration may have bad results and even hurt brands.
In the collaboration between Manner Coffee and Louis Vuiton (LV) in Shanghai, people could get an LV bag by buying at least two books in the coffee shop. But the two books would cost 580 yuan together. ▲ .
"The key (关键) to making a collaboration work well is to make good products (产品). The brands should not just try to get the public excited," said Li.
