鬼灭给瑞幸上了一课

Core Viewpoint - The article discusses the challenges and consumer reactions surrounding Luckin Coffee's recent collaboration with the anime "Demon Slayer," highlighting issues such as pricing, product packaging, and consumer expectations [5][10][33]. Group 1: Collaboration Issues - Luckin Coffee's collaboration with "Demon Slayer" faced backlash due to packaging inconsistencies, where consumers received products from a different collaboration with "Zootopia" instead of the expected themed items [6][10]. - The pricing of the "Demon Slayer" package was criticized as being too high, with a set priced at 229 yuan, leading to comparisons with previous collaborations that offered better value [12][16]. - The introduction of a pre-order model for coffee packages aimed to enhance consumer engagement but resulted in confusion regarding the redemption of themed items after the collaboration ended [20][23]. Group 2: Consumer Sentiment - Many consumers expressed feelings of being "betrayed" when they found that later promotional offers significantly reduced the price of the initial packages they purchased [16][30]. - The article notes that 47.3% of surveyed consumers reported losing interest in collaborations due to oversaturation, indicating a need for brands to deepen their engagement with core fan bases [33]. - The backlash from fans regarding the "Demon Slayer" collaboration reflects a broader trend where consumers expect more thoughtful and respectful treatment of their favorite IPs [29][33]. Group 3: Market Dynamics - The article highlights that the coffee collaboration market in China is projected to reach 13.1 billion yuan by 2025, with a significant portion driven by anime and gaming IPs [21]. - Luckin Coffee's strategy of frequent collaborations has shifted from broad appeal to focusing on niche cultural communities, which requires a deeper understanding of consumer preferences [25][28]. - The operational complexities of managing multiple collaborations, including inventory and staff training, pose significant challenges for brands like Luckin Coffee [28][30].