Core Viewpoint - The collaboration between the restaurant industry and game IPs is becoming a prevalent marketing strategy, driving significant traffic and engagement for brands, despite the high costs associated with such partnerships [4][5][12]. Group 1: Trends in Collaboration - Game IPs are increasingly becoming a frequent choice for restaurant brand collaborations, with 70 game brands engaging in partnerships with various food and beverage companies by mid-2025 [6]. - The nature of these collaborations is evolving from simple branding to deeper integrations, including in-game items, themed stores, and exclusive menus [6][10]. - Notable examples include Luckin Coffee's collaboration with "Honor of Kings," which sold over 10 million cups in just three days, and Gu Ming's partnership with "Honkai: Star Rail," which caused their app to crash due to high traffic [4][6]. Group 2: Financial Considerations - Collaborating with top-tier game IPs typically incurs costs exceeding one million, with deeper partnerships ranging from 1.5 million to 3 million [8][10]. - Gu Ming reported a significant increase in advertising expenses, attributing over 70 million yuan to IP collaborations, indicating the financial impact of these marketing strategies [9]. - While the immediate financial returns may not be evident, the long-term brand value enhancement is often cited as a key benefit of these collaborations [10][17]. Group 3: Strategic Motivations - The restaurant industry is targeting the growing gaming demographic, which reached approximately 679 million users in China, with a market revenue of 168 billion yuan in the first half of 2023 [13]. - Collaborating with game IPs allows brands to tap into established fan bases, generating organic promotion and enhancing brand recognition [14][15]. - The emotional connection created through familiar game characters and narratives can lead to stronger customer engagement compared to traditional marketing methods [15][17]. Group 4: Success Factors - Successful collaborations require a strong alignment between the restaurant brand and the game IP's user demographics to maximize effectiveness [18]. - Quality control in supply chains is crucial, as many collaborations have failed due to issues like insufficient stock or poor product quality [18]. - Innovative and engaging marketing strategies, such as limited-time offers and interactive experiences, are essential to capture consumer interest and differentiate from competitors [18][20]. Group 5: Long-term Considerations - The challenge for brands lies in converting the temporary traffic spikes from collaborations into lasting customer loyalty and brand equity [21]. - The ultimate goal is to transform casual customers into loyal fans, ensuring that the collaborations yield sustainable benefits rather than fleeting attention [21].

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]