Core Insights - The summer of 2025 sees a continued trend of collaboration in the new tea beverage industry, with brands leveraging various IPs for marketing, indicating a shift towards more strategic partnerships rather than mere quantity [1][2] - Domestic IPs dominate the collaboration landscape, with 38 out of 57 partnerships involving local brands, reflecting a growing preference for local content in marketing strategies [2][3] - The effectiveness of collaborations is increasingly tied to supply chain capabilities and execution, as seen in the contrasting outcomes of different brand partnerships [8][12] Industry Trends - The new tea beverage sector has witnessed 57 IP collaborations in the first half of 2025, with domestic IPs accounting for over two-thirds of these partnerships [2] - High-density collaborations have become standard in the industry, but brands must balance between creating long-term user assets and avoiding excessive competition for collaborations [1][4] - The preference for anime and gaming IPs reflects a strategy to engage younger consumers and enhance brand loyalty through emotional connections [6][10] Marketing Strategies - Marketing expenditures among seven listed new tea brands exceeded 3.4 billion yuan in the first half of 2025, with Luckin Coffee leading at 1.089 billion yuan [12][13] - Despite high marketing costs, five out of seven brands reported a decrease in marketing expense ratios, indicating a shift towards more efficient spending [13][14] - Brands are moving from aggressive spending to more calculated marketing strategies, focusing on the return on investment from collaborations [15][17] Case Studies - Luckin Coffee's collaboration with the language learning app Duolingo resulted in the sale of 9 million cups in the first week, showcasing the potential of effective IP partnerships [1][6] - The partnership between Nayuki and the mobile game "Like a Kite" faced backlash due to supply issues and product quality, highlighting the risks associated with high-profile collaborations [8][10] - Heicha's exclusive collaboration with Chiikawa aimed to create scarcity and enhance perceived value, although it raised concerns about sustaining long-term brand engagement [17]