瑞幸×崩铁: 买够周边要花近四百，预存十杯须15天喝完被吐槽

Core Viewpoint - Luckin Coffee has launched a collaboration with the game "Honkai: Star Rail," offering exclusive merchandise to consumers who purchase specific drink packages, raising questions about the appropriateness of such marketing strategies targeting underage fans [1][5][14]. Group 1: Collaboration Details - The collaboration consists of two phases, starting on September 15 and September 22, featuring popular characters "Xia Die" and "Bai E" from the game [1][4]. - Consumers can obtain merchandise such as acrylic stands, badges, and themed cups by purchasing drink packages, with a total cost of approximately 384.2 yuan required to collect all items [5][12]. Group 2: Consumer Reactions - Many consumers have expressed dissatisfaction with the high cost of obtaining the merchandise, particularly criticizing the marketing strategy as being exploitative towards underage fans [5][12]. - Parents have reported feeling pressured to assist their children in acquiring the merchandise, indicating a significant demand among younger demographics [5][12]. Group 3: Sales and Marketing Insights - Luckin Coffee's sales and marketing expenses have increased significantly, with first-quarter expenses rising by 52.4% year-over-year, attributed to higher advertising and promotional costs [15]. - The company has expanded its store count to 26,206, reflecting an 8.8% increase compared to the previous year, indicating robust growth in its operational footprint [15]. Group 4: Market Context - The game "Honkai: Star Rail" boasts a large player base of 50 million monthly active users, with over 60% of users aged 18-24, highlighting the potential market for such collaborations [14]. - Previous collaborations in the beverage sector, such as with the tea brand Gu Ming, have resulted in overwhelming consumer interest, leading to significant sales spikes and even system overloads on launch days [13][14].