Luckin Coffee(US:LKNCY) 3 6 Ke·2025-07-29 09:40Core Insights - The enthusiasm for collaborative marketing among tea and coffee brands is declining, with consumers expressing fatigue over repetitive and superficial collaborations [2][3][4] - Brands are now compelled to rethink their strategies, focusing on creating lasting IPs that resonate with their brand identity rather than relying solely on trendy collaborations [3][14] Group 1: Collaborative Marketing Trends - In the past year, over 270 collaborations occurred among 27 notable tea and coffee brands, surpassing the previous year's 250 collaborations by 33 brands [2] - Many collaborations are criticized for lacking substance, often resulting in mere cosmetic changes without genuine innovation, leading to consumer disinterest [2][3] - The effectiveness of collaborations is diminishing as they become routine, prompting brands to seek more creative and engaging approaches [3][4] Group 2: Successful Case Studies - The collaboration between Luckin Coffee and Duolingo was highlighted as a successful example, featuring an immersive narrative that engaged consumers beyond just product offerings [5][6][9] - This collaboration generated significant social media buzz, with millions of exposures and nearly 900,000 cups sold in the first week [5][6] - The success was attributed to creative storytelling, user participation, and cultural resonance, demonstrating that effective collaborations require more than just brand logos [5][9] Group 3: Strategic Shifts in Branding - Some leading brands, like Heytea, are adopting a "zero collaboration" strategy, focusing on developing their own star products instead of following the trend [3][10] - Other brands are opting for a "less is more" approach, carefully selecting high-synergy collaborations that resonate deeply with their target audience [10][12] - The emphasis is shifting towards building proprietary IPs that can foster long-term consumer relationships and brand loyalty [14][15] Group 4: Building Proprietary IPs - Brands like Mixue Ice City are successfully creating their own IPs, such as the "Snow King," which has become a cultural phenomenon and significantly boosted brand visibility [15][16] - The development of proprietary IPs allows brands to establish emotional connections with consumers, providing long-term value beyond transient collaborations [16][27] - The focus on cultural value and emotional engagement is becoming essential for brands to differentiate themselves in a crowded market [27][28]