Luckin Coffee(US:LKNCY) 声动活泼·2025-11-24 09:04Core Insights - The article discusses the rising trend of collaboration between coffee brands and anime/game IPs, highlighting the marketing strategies and consumer engagement involved in this phenomenon [3][4][5]. Group 1: Collaboration Trends - The collaboration trend in the beverage industry has shifted from occasional marketing tactics to a daily operational norm, particularly in coffee brands, with Luckin Coffee leading the charge with approximately 90 collaborations this year [4][5]. - Luckin Coffee has engaged in over 50 collaborations with anime, game, or cartoon characters, accounting for at least 40% of their total collaborations [4]. Group 2: Market Dynamics - The increase in store density among coffee chains has diluted customer traffic, making it challenging for brands to attract consumers solely through new product launches [5][6]. - The competition has intensified, leading brands to seek innovative ways to increase customer visit frequency, as traditional new product strategies have become less effective [6]. Group 3: Marketing Effectiveness - Collaborating with established anime or game IPs offers a cost-effective marketing strategy compared to traditional celebrity endorsements, as these collaborations can drive customer traffic and sales more directly [7][8]. - For instance, a collaboration with the game "Black Myth: Wukong" resulted in over 100,000 sales on the first day, showcasing the potential impact of such partnerships [7][8]. Group 4: Consumer Engagement - The emotional value associated with anime and game characters drives consumer purchases, as young consumers are motivated by the emotional connections they have with these characters [11]. - The Z generation, being the primary consumers of anime content, aligns well with the target demographic of coffee chains, enhancing the effectiveness of these collaborations [11]. Group 5: Challenges and Concerns - Rising marketing costs are a significant concern, with collaboration fees for top IPs exceeding millions, leading to increased financial pressure on brands [12]. - The frequency of collaborations with the same IP can dilute their effectiveness, causing consumer fatigue and reducing the overall impact of marketing efforts [12][13]. - There are higher expectations for the quality and creativity of the products associated with anime IPs, and failure to meet these expectations can lead to negative perceptions among fans [13].