茶饮IP联名大降温，咖啡联名却“杀疯了”

Core Insights - The article discusses the contrasting trends in the collaboration strategies of the tea and coffee industries in China, highlighting a significant decline in tea collaborations while coffee collaborations are thriving and expanding rapidly [4][6]. Group 1: Market Trends - In 2025, the number of new tea drink collaborations dropped from 149 in the same period of 2024 to 72, representing a decline of over 50% [7]. - Conversely, coffee brands increased their collaboration activities, with major brands initiating 92 collaborations from 2024 to July 2025, and Luckin Coffee leading with 24 collaborations in 24 months [7][9]. Group 2: Reasons for Coffee Collaboration Growth - The coffee market in China is growing at an annual rate exceeding 30%, indicating significant untapped potential. Collaborations serve as an effective means for coffee brands to reach new customers and enhance brand visibility [9]. - Coffee brands are targeting younger consumers, particularly the Z generation (ages 18-35), who are willing to pay a premium for limited edition products, with 35% of them participating in events specifically for exclusive merchandise [9]. Group 3: Evolution of Collaboration Strategies - The approach to collaborations has shifted from merely leveraging traffic to creating value through deep co-creation. This includes a focus on IP strategies that prioritize emotional connections and cultural relevance [10][18]. - Local IPs are gaining prominence, with over two-thirds of summer collaborations utilizing domestic IPs, reflecting a cultural shift among younger consumers who prefer content that resonates with their identity [11]. Group 4: Long-term Collaboration Models - The collaboration model has transitioned to long-term co-creation, reducing costs and enhancing emotional connections with consumers. For instance, Luckin Coffee's ongoing partnership with the "Red Mansion" ballet demonstrates this shift [18][21]. - Traditional models where IPs only provided image licensing have been replaced by deeper involvement in product development and marketing strategies, as seen in collaborations between brands like Blue Bottle Coffee and Marimekko [22].