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].

Group 1 - The article discusses the rising trend of IP collaborations in marketing, particularly in South Korea, highlighting the success of the Netflix animated film "K-POP: The Witch's Diary" which has increased global interest in Korean food products [1] - Following the film's release, the search volume for "Korean food" surged, prompting brands like Shin Ramyeon to launch co-branded products, resulting in a noticeable increase in their stock prices [1] - The trend is closely linked to the consumption psychology of the MZ generation (born between 1980 and 2000), who are willing to spend on emotional value products, even if they are not necessities [1] Group 2 - The beauty industry frequently utilizes IP collaborations, as seen with a home beauty device brand partnering with Sanrio's popular character, Melody, achieving cumulative sales of 4 million units by May this year, with over 2 million sold overseas [2] - A health and beauty store in South Korea launched exclusive Sanrio-themed products, indicating that IP collaboration has evolved into comprehensive, platform-centered partnerships [2] - While IP collaborations can quickly boost brand visibility and sales, there is a concern that over-reliance on such collaborations without maintaining product quality may lead to a decline in long-term brand vitality [2]

文 | 雷报 田野 编辑 | 努尔哈哈赤 在整体消费环境下行的压力下，实体商业的转型焦虑持续加剧。与此同时，随着新一代消费者逐渐成为市场主力，他们 的需求与偏好正成为行业共同聚焦的核心方向。在此背景下，越来越多线下商业开始通过引入网红餐饮、IP快闪、二次 元谷店，或打造潮流街区、艺术展览、沉浸式剧场等新兴业态，以吸引年轻客群，寻求破局之道。 而在这场年轻化转型浪潮中，除了不同定位的购物中心外，规模更小的零售与餐饮细分业态——如文具店、杂货店、便 利店，以及奶茶店、火锅店等也都纷纷入局，通过主动拥抱年轻消费市场实现逆势增长。例如昨日，雷报在《暑期档57 起联名，34亿营销费，新茶饮们还"卷"得动吗？》一文中就特别统计主要现制饮品品牌暑期的IP联名情况。 本文，雷报则将视角转至同咖啡茶饮一样，遍布城市各个角落的另一线下零售业态——便利店，去看看我国连锁便利店 行业年轻化转型的最新进展与实际情况。 年内IP联名28+起，便利店正成为年轻人新的"情绪消费"打卡地？ 中国连锁经营协会（CCFA)今年4月发布的《2024年中国便利店TOP100》榜单显示，2024年，中国连锁便利店TOP100 品牌门店数合计为19.6万 ...

Core Viewpoint - The article discusses the evolving landscape of IP collaboration in marketing, highlighting both the opportunities and pitfalls brands face in leveraging IP for consumer engagement and emotional connection [3][4][18]. Group 1: IP Collaboration Challenges - Many brands are rushing into IP collaborations without a clear strategy, leading to a homogenization of marketing efforts and ineffective ROI [4][18]. - Some brands engage in superficial "stamp-style" collaborations that fail to resonate with consumers, ultimately diluting the value of the IP [4][18]. - A market director from a new beauty brand expressed concerns over high licensing fees without corresponding returns, indicating a lack of systematic evaluation of IP value [4][18]. Group 2: Successful IP Collaboration Strategies - A more refined approach to IP collaboration involves acting as a "bridge" to connect IP owners, suppliers, and cross-industry partners, creating a collaborative "innovation flywheel" [5][7]. - Successful collaborations require identifying emotional touchpoints and creating unique consumer experiences, as demonstrated by Watsons' partnership with the IP "Mengququ" [8][9]. - Watsons' themed pop-up stores and interactive experiences effectively engaged consumers and enhanced brand visibility [11][13]. Group 3: Cross-Industry Collaboration - The article emphasizes the importance of cross-industry collaboration as a survival strategy in a competitive market, moving away from isolated industry practices [19][28]. - Watsons' collaboration with Keep for the "Good Luck Run" event exemplifies how to integrate emotional and experiential marketing to attract target demographics [21][22]. - The focus on creating a community around shared interests and health-conscious lifestyles enhances brand loyalty and consumer engagement [21][22]. Group 4: Ecosystem and Value Creation - Watsons has developed a unique ecosystem that transforms traditional retail into a value community, emphasizing co-creation and shared growth among participants [25][26]. - The integration of data, services, and consumer experiences allows for efficient resource flow and value generation within the ecosystem [26][27]. - This approach not only enhances user engagement but also strengthens brand value and market presence, creating a sustainable competitive advantage [27][28].

Core Viewpoint - The collaboration between the high-end hotpot brand "湊湊" and the international IP "米菲" aims to enhance brand differentiation through customized packages and member benefits, amidst a challenging market environment characterized by intensified competition and brand homogenization [1][3]. Group 1: Collaboration Details - The partnership is a three-month phase, with plans for dynamic evaluation based on consumer feedback, and additional IP collaborations are being considered [3]. - The collaboration includes special packages for different group sizes and a children's menu featuring 米菲-themed products, alongside an upgraded membership system offering exclusive merchandise [3]. - The primary goal of the collaboration is not just sales growth but to deepen the integration with the 米菲 IP to strengthen brand identity, targeting a revenue increase during the collaboration period and a 25% boost in store traffic [3][4]. Group 2: Market Challenges - 湊湊 has faced significant challenges, including the closure of 73 stores within a year, resulting in a net reduction of 60 stores, leaving only 197 operational locations [6]. - The financial performance of the parent company, 呷哺集团, has shown a continuous increase in net losses over the past four years, totaling nearly 1.2 billion HKD, with 湊湊 accounting for a substantial portion of these losses [6]. - The brand's table turnover rate has declined from 2 times per day to 1.6 times, indicating ongoing market performance issues [6][7]. Group 3: Industry Trends - The trend of IP collaborations in the restaurant industry has surged, with over 20 such activities reported in the first quarter, indicating a growing strategy to leverage popular IPs for customer engagement [8]. - Successful IP collaborations can significantly enhance brand visibility and customer experience, but brands must avoid superficial partnerships that do not align with their core values to ensure long-term impact [9]. - The key challenge for brands is to convert the temporary traffic generated by IP collaborations into lasting customer loyalty, emphasizing the importance of integrating these initiatives into broader brand strategies [9].