8月，壹览商业长期跟踪的27家连锁咖啡品牌共新开3904家门店，环比增加8.81%，同比增长215.6%。总门店数突破7万家，达到70311 家，环比净增3853家，增长率为5.80%。 从新开门店数量看，仅有6个品牌环比实现增长，市场增量高度集中于头部品牌。 | 品牌 | | 6月开店 7月开店 | 8月开店 | 8月开店同比 | 现存门店 | | --- | --- | --- | --- | --- | --- | | 瑞幸咖啡 | 661 | 926 | 926 | 190.28% | 27814 | | 库迪咖啡 | 903 | 795 | 1506 | 288.14% | 14196 | | 星巴克 | 17 | 24 | 52 | -47.47% | 7929 | | 幸运咖 | 232 | 1291 | 1012 | 820.00% | 8200 | | Manner Coffee | 34 | 37 | 81 | 72 34% | 2124 | | 沪咖 | 1 | 1 | 0 | -100.00% | 1869 | | 肯悦咖啡 | 87 | 176 | 140 | 125.81% | 1 ...

Core Viewpoint - The current coffee market has shifted to a stock competition phase, where relying solely on product and collaboration innovations may not create a long-term competitive advantage [1] Group 1: Collaboration and Consumer Behavior - Luckin Coffee's collaboration with "Honkai: Star Rail" sold out quickly, with a package priced at 36.9 yuan that included two cups of coffee and exclusive merchandise [2][3] - Consumers are increasingly focused on obtaining exclusive merchandise rather than the coffee itself, leading to a phenomenon where people are willing to pay extra for collectibles [5][8] - The marketing strategy emphasizes the sale of merchandise over coffee, with consumers expressing that they are essentially buying merchandise and receiving coffee as a bonus [9][10] Group 2: Marketing Costs and Financial Implications - Luckin Coffee's marketing expenses have risen significantly, with Q1 2025 marketing costs reaching 496.4 million yuan, a 52.4% increase year-over-year [12] - The company has been successful in generating sales through collaborations, but this has led to increased marketing costs that may not be sustainable in the long term [13] - The reliance on collaborations for sales growth raises concerns among investors about the long-term viability of this strategy, as it may not contribute to sustainable brand growth [13] Group 3: Market Competition and Pricing Strategies - The coffee market is experiencing intense competition, with many brands lowering prices to attract consumers, leading to a price war [14][15] - Luckin Coffee has adjusted its pricing strategy in response to external competition, reducing the number of discounted products and increasing some prices [15][16] - The company needs to find new growth engines as the market reaches saturation, with merchandise sales currently being the most direct method to drive revenue [16]

Core Insights - The coffee market is experiencing rapid expansion alongside an accelerated rate of brand elimination, indicating a competitive landscape where both growth and decline are prevalent [1][11]. Expansion and Closure - In July, 27 tracked coffee brands opened a total of 3,436 new stores, representing a month-on-month increase of 19.39% and a year-on-year growth of 145.25%, doubling the overall expansion speed compared to last year [1][3]. - The total number of coffee shops reached 65,170, with a month-on-month decline of 2.02%, indicating that approximately 4,779 stores closed in the previous month [1][3]. Brand Performance - Luckin Coffee emerged as a significant player, opening 1,291 stores in July, achieving a staggering year-on-year growth of 908.59% and surpassing Luckin in monthly openings [3][4]. - Starbucks showed a decline in store openings, with a year-on-year decrease of 60.66%, reflecting a more cautious growth strategy focused on market consolidation rather than aggressive expansion [3][4]. - Kudi Coffee experienced a year-on-year growth of 103.32% but faced a month-on-month decline of 46.14%, signaling potential challenges in its expansion strategy [4]. Market Trends - The coffee market is characterized by a dual trend of rapid growth among leading brands and a high elimination rate among smaller brands, with some facing exit risks [11]. - Product innovation is centered around summer themes, with a focus on health and light food options, as well as ice cream elements becoming increasingly popular [10][11]. - Collaborative marketing efforts have decreased, with 14 partnerships in July, down from 19 in June, indicating a shift in marketing strategies [10][11]. Future Outlook - The coffee market is expected to continue its polarization, with leading brands leveraging scale and innovation to enhance their market position, while niche brands seek survival through unique positioning [11].

Core 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]

Core Insights - The coffee shop industry is experiencing significant growth, with a total of 2,053 new stores opened in June, representing a 2.14% month-over-month increase and an 89.39% year-over-year increase, bringing the total number of stores to 65,468 [1][2][3] Brand Performance - Luckin Coffee opened 661 new stores in June, a year-over-year increase of 38%, while Kudi Coffee led with 903 new stores, marking a staggering 498.01% increase [2][3] - Starbucks saw a decline in new openings, with only 17 stores opened in June, a decrease of 76.71% year-over-year, while maintaining a total of 7,824 existing stores [2][3] - Kudi Coffee's existing store count surpassed 15,000, reflecting rapid expansion, while Luckin Coffee's store count exceeded 6,000, having doubled in the past year [5][13] Product Innovation - A total of 79 new SKUs were launched across 27 brands in June, with Starbucks leading with 12 new products, followed by Kudi Coffee and Luckin Coffee with 11 and 10 new products, respectively [7][9] - Seasonal flavors and health-oriented products are trending, with many brands introducing fruit-infused coffee options to cater to summer preferences [10][11] Marketing Strategies - Collaborative marketing is becoming a norm, with 19 partnerships in June, notably increased activity from Luckin Coffee, which engaged in four collaborations, including popular IPs like SpongeBob [11][12] - The focus on animated IP collaborations is evident, with brands like Starbucks and Kudi Coffee targeting family-friendly and youth demographics through strategic partnerships [12][13] Industry Outlook - The coffee industry is shifting towards refined operations and product differentiation, with local brands gaining traction against international competitors [13]

Core Insights - The collaboration between Luckin Coffee and Duolingo is highlighted as a successful example of "breaking the circle" in marketing, effectively engaging young consumers through creative strategies and social media interactions [1][2][4] - Despite the success of this partnership, the overall co-branding marketing landscape is struggling, with many brands failing to create impactful collaborations that resonate with consumers [2][4][5] Group 1: Current State of Co-Branding Marketing - Co-branding marketing is experiencing a downturn, with many brands unable to replicate past successes, leading to a perception of sameness and lack of innovation [4][5][10] - The frequency of co-branding events has increased, particularly in the new tea beverage sector, with 72 collaborations reported in the first half of the year, indicating brands still view co-branding as a key strategy for market engagement [1][4] - Many brands are now facing consumer fatigue due to the oversaturation of co-branding efforts, resulting in diminished excitement and interest [5][7][8] Group 2: Consumer Perception and Market Dynamics - Consumers are experiencing a decline in novelty regarding co-branding, as frequent collaborations have turned from exciting surprises into commonplace occurrences [5][7][8] - The high frequency of co-branding initiatives has led to a loss of consumer curiosity and patience, with many collaborations perceived as uninspired and lacking creativity [7][8][10] - The current co-branding landscape is characterized by a lack of unique and innovative ideas, with many brands following trends rather than creating meaningful connections [10][11] Group 3: Strategic Recommendations for Brands - Successful co-branding requires a shift from short-term gains to long-term value creation, focusing on deeper connections between brands rather than superficial collaborations [11][13][17] - Brands should prioritize strategic alignment and shared values when selecting co-branding partners to enhance the overall impact and relevance of their collaborations [13][14][17] - The ultimate goal of co-branding should be to provide consumers with unique experiences and emotional connections, moving beyond mere product offerings to create memorable interactions [14][16][17] Group 4: Conclusion and Future Outlook - The co-branding marketing sector is at a critical juncture, facing challenges such as consumer fatigue, market saturation, and a lack of innovative strategies [18] - The key to revitalizing co-branding efforts lies in returning to the essence of marketing: creating and delivering value, fostering emotional connections, and building sustainable brand equity [18][19] - For co-branding to evolve from a fleeting trend to a meaningful marketing strategy, brands must focus on long-term relationships and authentic consumer engagement [18][19]

Core Insights - Uniqlo is collaborating with Pop Mart to launch a new collection themed around its IP "THE MONSTERS," featuring the popular Labubu character, set for global release on August 29, 2025 [1][3] - The collaboration aims to tap into the current popularity of Labubu, with T-shirts and sweatshirts priced between 79 to 199 yuan, appealing to both adult and child consumers [1][3] - Uniqlo's previous collaborations have shown significant resale value, with a T-shirt from the 2022 "THE MONSTERS" series increasing from 99 yuan to nearly 500 yuan on resale platforms, highlighting the brand's ability to create scarcity and collector's value [3][4] Uniqlo's Collaboration Strategy - Uniqlo's collaboration strategy is divided into three main categories: artist collaborations, anime/IP collaborations, and designer collaborations [4][8] - Artist collaborations aim to bridge the gap between contemporary art and the public, making art accessible through everyday clothing [5][11] - Anime/IP collaborations leverage the emotional connection fans have with popular franchises, ensuring broad appeal across different demographics [8][9] - Designer collaborations allow consumers to experience high fashion at affordable prices, exemplified by partnerships with renowned designers like Jil Sander [11][13] Marketing and Consumer Engagement - Uniqlo's collaborations are characterized by a keen insight into pop culture trends, allowing the brand to quickly respond to consumer interests and create a sense of urgency [15][16] - The brand employs a strategy of scarcity and limited releases, enhancing the perceived value of products and driving consumer demand [19][20] - Uniqlo's marketing approach includes seamless online and offline integration, creating an immersive shopping experience that fosters emotional connections with consumers [22][23] Cultural and Emotional Value - Uniqlo's products serve as social currency, allowing consumers to express their identities and affiliations through clothing [26][27] - The brand's collaboration model offers a sustainable cultural development path for fast fashion, merging rapid consumption with lasting cultural significance [27]

Group 1 - The article discusses the increasing popularity of children's day promotions among fast-food brands, highlighting the significance of toys in driving sales [1][4][18] - KFC's collaboration with Sanrio for children's day has generated significant consumer interest, leading to a rush for limited edition toys [4][6][7] - The toys offered by KFC include a variety of creative and functional items, with the Hello Kitty camera being the most sought-after due to its advanced features [6][9] Group 2 - McDonald's has also engaged in similar promotional activities, launching unique toys like remote-controlled cars themed around their food items, which have attracted considerable attention [18][20][22] - Pizza Hut has partnered with Pokémon to offer a range of toys, including remote-controlled cars and interactive figures, appealing to both children and collectors [25][27] - Wallace, a local fast-food chain, has introduced a colorful range of My Little Pony-themed toys, showcasing a deep understanding of current consumer trends [30][32] Group 3 - The article emphasizes the trend of transforming promotional toys into creative and functional items, with consumers finding innovative uses for them [12][23][28] - Brands are increasingly leveraging popular IPs to enhance their promotional offerings, creating a competitive landscape among fast-food chains [40][54] - The article concludes by noting the festive atmosphere surrounding children's day promotions, with brands vying for consumer attention through unique and engaging products [58][59]

Core Viewpoint - The collaboration between baleaf and OROLAY on Amazon represents a successful example of brand partnership that transcends product categories, targeting a shared customer base of women over 30 who value quality and comfort [3][30]. Group 1: Collaboration Insights - baleaf and OROLAY share a similar customer demographic, primarily women over 30, who appreciate quality living and versatile fashion [3]. - The partnership aims to create a modern wardrobe solution that meets the multi-scenario needs of contemporary women, reflecting a keen insight into consumer upgrade trends [3][10]. - The collaboration is seen as a new exploration in building a global brand through deep integration of both brands' identities [3]. Group 2: Marketing Strategy - Amazon's official team utilized big data analysis to identify the potential for collaboration, allowing both brands to step out of their comfort zones through joint marketing efforts [6]. - The marketing strategy included a phased approach with stages for preheating, explosion, conversion, and remarketing, ensuring a comprehensive advertising strategy [19][25]. - The collaboration emphasized the importance of advertising synergy, aiming to create a closed-loop of traffic through both internal and external marketing efforts [19]. Group 3: Performance Metrics - The collaboration led to significant increases in new customer rates, with baleaf experiencing over 60% growth and OROLAY achieving over 70% growth during the partnership [12]. - The homepage traffic for both brands reached nearly 80%, indicating strong consumer interest and engagement [12]. - One of OROLAY's products sold out within a week, showcasing the effectiveness of the collaboration [12]. Group 4: Challenges and Solutions - The partnership faced challenges in marketing execution and coordination, which required both brands to engage in regular meetings and discussions to align their strategies [13][15]. - The collaboration process was characterized by a mutual understanding of each brand's culture and product offerings, which facilitated smoother operations [15]. - The Amazon seller growth service team played a crucial role in supporting the partnership, helping to navigate the complexities of joint marketing [25]. Group 5: Future Directions - Both brands expressed a desire to improve upon their initial collaboration, indicating plans for future partnerships that could further enhance brand visibility and consumer engagement [30][40]. - OROLAY is focusing on building a localized team in the U.S. to better understand consumer habits and enhance marketing efforts [38]. - The emphasis on creating localized, co-created products that resonate with consumer needs is seen as essential for future success [38].