Core Insights - The collaboration between the new tea brand Tianlala and the domestic campus comedy animation IP "Tea Ah Erzhong" aims to resonate with Generation Z consumers through emotional connection and product innovation [1][2] - The partnership leverages the strong overlap between the audience of "Tea Ah Erzhong," which has over 50 million fans, and Tianlala's primary consumer base [1] - The new product line includes "Old Brown Sugar Flavor Pearl Milk Tea" and "Old Brown Sugar Flavor Pearl Milk," priced at 8 yuan, designed to cater to both hot and cold beverage preferences [1] Product and Marketing Strategy - The collaboration focuses on the themes of "youth nostalgia + health upgrade," targeting the back-to-school and National Day periods with immersive marketing actions [1] - The marketing campaign features visual elements themed around "campus playground + youthful passion," with characters from the animation promoting the brand [2] - Limited edition merchandise, such as transparent cards and badges, is designed to encourage collection and social sharing, enhancing consumer engagement [1][2] Brand Positioning - Tianlala's CMO emphasizes that the collaboration transforms the brand from a mere product provider to a growth partner that resonates deeply with Generation Z [2] - The partnership not only represents a breakthrough in market strategy but also addresses the emotional needs of young consumers, positioning the old brown sugar milk tea as a nostalgic product [2] - This initiative is seen as a step towards high-quality development in the new tea beverage industry, reflecting a deeper understanding of young consumer trends [2]

Core Insights - The collaboration between the new tea brand TIANLALA and the domestic campus comedy animation IP "Tea Ah Erzhong" aims to target the Z generation consumer group by promoting a nostalgic yet healthy product line [1] Group 1: Collaboration Details - TIANLALA has launched a new "Old Brown Sugar Flavor Series" of beverages in partnership with "Tea Ah Erzhong," which has over 50 million fans online [1] - The collaboration focuses on creating content that resonates with both brands' audiences, particularly the young consumer demographic [1] Group 2: Product Offerings - The new product line includes "Old Brown Sugar Flavor Pearl Milk Tea" and "Old Brown Sugar Flavor Pearl Milk," catering to both hot drink needs for autumn and winter and expanding into cold drink scenarios [1] - This initiative aims to break the traditional limitations of brown sugar beverages [1] Group 3: Marketing Strategy - TIANLALA's Chief Marketing Officer, Yang Shang, emphasized that the collaboration is based on a deep understanding of students' daily lives, positioning the products as essential drinks for exam, homework, and social moments [1] - The partnership transforms TIANLALA from a mere product provider to a brand that resonates deeply with the Z generation as a growth partner [1]