With a habit of drinking coffee on weekends while doing schoolwork, Wu Zibo,a17-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 taste with my favorite coffee." Wu said.
The collaboration(合) between 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 the past few years to be more creative, such a by bringing out Moutai ice cream. "This creative collaboration lets Moutai make its brand younger. "Li Honghui, a marketing director (市场总监) for drir said. "Through collaborations, brands can share what they need, make the marke bigger, and bring more creative things to buyers. "added Li.
In 2023, China's collaboration market will grow to over 100 billion yuan and may . reach 300 billion yuan by 2025. However, wrong collaborations may have undesirable results and even hurt brands.
"The key to making a collaboration work is about how good the products are. The brands should not just pay attention to getting the public excited."