预计阅读时长 7 mins 二次元联名成咖啡营销新宠，吸引流量的同时， 营销成本攀升，消费者疲劳渐显。 不知道你有没有这种感觉——现在好像点一杯咖啡或奶茶，十有八九都会遇到某个品牌正在做联名？联名的形 式也越来越多样，从最早的贴个图案、换个杯套，到后来的联名新品、联名套餐、限定周边，甚至还有联名主 题门店。联名已经从偶尔的营销动作，几乎变成了今天现制饮品行业的日常操作。不过，这股联名热潮在茶饮 和咖啡身上，正在出现不同的走向。 根据 CBNdata 的报道，今年上半年，由于几家头部茶饮品牌的节奏放 缓，茶饮行业的联名事件从去年同期的 149 起，降到 72 起，热度有所下降。 而咖啡品牌的联名数量还在继续 增加。截至 7 月，主流咖啡品牌今年已经做了 大约 90 多次联名 ，其中瑞幸咖啡以几乎每月保持两次联名的节 奏，在咖啡品牌中领跑。 也因此被年轻人戏称为「古希腊掌管联名的神」。 再具体到联名 IP 的类型，按照行业媒体的粗略统计，从去年年初到现在，瑞幸五十多起 IP 联名活动中，至少 有四成都是动漫、游戏或卡通形象，其中就包括我们节目一开始所提到的《王者荣耀》、《崩坏：星穹铁道》 还有《黑神话：悟空》这些 ...

Group 1 - The core narrative highlights how the Norwegian salmon industry transformed Japanese eating habits through a robust supply chain, illustrating the power of supply chain capabilities in shaping consumer preferences [1][4] - The current beverage industry is experiencing a similar trend, where companies like Luckin Coffee are redefining consumer expectations and habits through stable, high-quality, and low-cost raw material supply [2][3] Group 2 - The Chinese ready-to-drink beverage market is projected to reach a scale of 627.9 billion yuan in 2024, with a compound annual growth rate of 23% over the past five years [5] - Intense competition has led to a price war, with brands facing challenges due to product innovation stagnation and rising consumer demands for quality and health [7][8] Group 3 - Luckin Coffee has established a global supply chain strategy, creating an "origin cluster" that ensures quality and stable supply of raw materials from regions like Brazil, Ethiopia, and Indonesia [8][14] - The company has secured significant procurement agreements, including a five-year contract for 240,000 tons of coffee from Brazil, positioning itself as a leader in the domestic coffee import market [15] Group 4 - Luckin Coffee's "Origin Festival" campaign emphasizes its supply chain advantages, allowing it to define quality and lead market demand, creating a competitive edge that is difficult for other brands to replicate [11][12] - The company's supply chain strategy includes a positive feedback loop that enhances cost control and market expansion, solidifying its market position [13] Group 5 - The competition in the beverage industry is shifting from merely discovering new ingredients to controlling the supply chain, with companies needing to build efficient and sustainable supply systems to maintain a competitive advantage [26][27] - Luckin Coffee's extensive supply chain network, which spans global agricultural sources, is its true competitive moat, enabling it to navigate market challenges effectively [28][29]

Core Viewpoint - The article emphasizes the transformative power of supply chains in reshaping consumer habits and market dynamics, particularly in the beverage industry, as exemplified by the success of Norwegian salmon and the current strategies of companies like Luckin Coffee [1][3][36]. Group 1: Beverage Industry Trends - The current beverage market is experiencing a shift where supply chain capabilities are becoming the primary driver of consumer experience rather than consumer demand itself [3]. - The Chinese ready-to-drink beverage market is projected to reach a scale of 627.9 billion yuan in 2024, with a compound annual growth rate of 23% over the past five years [4]. - The competition in the beverage industry has intensified, leading to price wars and a decline in average transaction prices among leading brands [6]. Group 2: Supply Chain Strategies - Companies are increasingly focusing on upstream supply chain battles, particularly in sourcing high-quality raw materials from tea gardens, fruit orchards, and coffee plantations [4]. - Luckin Coffee has established a "Origin Cluster" strategy, securing high-quality raw materials from various regions globally, which enhances its supply chain stability and product quality [8][19]. - The establishment of a robust supply chain allows companies to achieve cost advantages and maintain consistent product quality, which is crucial in a highly competitive market [6][21]. Group 3: Luckin Coffee's Competitive Edge - Luckin Coffee's "Origin Festival" campaign highlights its commitment to quality by promoting products sourced from specific regions, thereby enhancing brand recognition and market competitiveness [14][15]. - The company's extensive procurement agreements, such as a five-year contract for 240,000 tons of coffee from Brazil, demonstrate its proactive approach to securing raw materials [19][21]. - Luckin Coffee's ability to define industry standards, such as the first "light milk tea" standard, positions it as a leader in the market, shifting from a mere purchaser to a standard setter [22][27]. Group 4: Market Dynamics and Future Outlook - The beverage industry is witnessing a rapid cycle of product innovation, but many brands struggle to create lasting differentiation, leading to a "new product - imitation - internal competition" cycle [32]. - The true competitive advantage lies in controlling upstream resources and establishing a sustainable supply chain, which is essential for long-term success in the beverage market [35][36]. - Luckin Coffee's strategic focus on global sourcing and supply chain integration is setting a new standard for the industry, potentially reshaping the competitive landscape of the ready-to-drink beverage sector [36][38].

Group 1 - The core brand slogan of Luckin Coffee is "Drink from the Origin," emphasizing the company's focus on strengthening its upstream supply chain for core products [1] - Luckin Coffee has established a global sourcing network for high-quality raw materials, including Arabica coffee beans, coconuts, and jasmine flowers, with origins in Brazil, Ethiopia, Indonesia, and Guangxi [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting major coffee-producing regions [1] Group 2 - In March 2025, Luckin Coffee plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years to support its popular coconut latte series [2] - Luckin Coffee's procurement of Brazilian coffee beans accounts for 60% of Brazil's total coffee exports to China, indicating a significant market presence [2] - The company has launched the "Drink from the Origin Festival" on September 1, featuring a product lineup that includes new offerings like Akesu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [3]

Core Insights - Luckin Coffee has launched the "Drink Original Origin Festival," introducing a product matrix focused on original origin ingredients, including new offerings like Aksu Apple Latte and popular drinks such as Coconut Latte and Yirgacheffe Americano [1] - The brand slogan "Drink Original Origin" reflects Luckin's strategy to strengthen its upstream supply chain for core products, establishing a global network of original origin sources [1] Group 1 - Luckin Coffee has developed original origin clusters in Brazil and Ethiopia for coffee, Indonesia for coconuts, and Guangxi for jasmine flowers, securing high-quality raw materials like Arabica coffee beans and coconuts [1][2] - The company initiated a "Global Bean Sourcing Program" in 2023 to ensure the quality of coffee beans by visiting key coffee-producing regions, including Panama, Ethiopia, Indonesia, Yunnan in China, and Brazil [1] - In May 2023, Luckin established an office in Ethiopia, and by November 2024, it signed a five-year memorandum for the procurement of 240,000 tons of coffee beans in Brazil, along with setting up local offices and support centers [1] Group 2 - In non-coffee raw material sourcing, Luckin plans to procure approximately 1 million tons of high-standard Indonesian coconuts over the next five years, enhancing its Coconut Latte product line [2] - The company has created a dedicated jasmine flower production area in Guangxi, overseeing the quality control of jasmine tea from cultivation to harvesting [2] - Luckin's coffee bean procurement from Brazil accounts for 60% of Brazil's total coffee exports to China, and it is a major consumer of lemons from Anju, Sichuan, leading the industry in consumption scale [2]

Core Viewpoint - The price of lemons has significantly increased, with the average wholesale price reaching 14.11 yuan per kilogram, nearly double the price from the previous year, impacting both retail and beverage markets [1][2]. Retail Market - The retail price of lemons has risen, with some stores selling them for 5 yuan each, compared to 3.5 yuan previously [2]. - Despite the price increase, consumer demand remains strong, as many continue to purchase lemons for refreshing drinks [2]. - In some markets, the price for a box of 500 grams of lemons is around 13.9 yuan, with individual lemons priced at approximately 2.7 yuan each [2]. Beverage Market - The demand for lemon-based beverages is high, with brands like Mixue Ice City selling 1.1 billion cups of lemon water annually [3]. - While some stores have not yet raised prices, cities like Beijing and Shanghai have seen prices for lemon drinks increase from 4 yuan to 5 yuan [4]. - Other beverage brands are adjusting their offerings in response to rising lemon prices, with some substituting different types of lemons to manage costs [4]. Price Increase Origin - The primary driver of the recent price surge is extreme weather conditions that have disrupted the supply chain, particularly affecting the yellow lemon variety [5]. - Sichuan Anyue County, which produces 70% of China's lemons, has experienced significant production declines due to prolonged high temperatures and lack of rainfall [6]. - Global lemon production is expected to decrease by approximately 6% in 2025, with adverse weather conditions in key producing countries like Turkey and Argentina further exacerbating the situation [6].

New Consumption Overview - The article discusses various new product launches and investment activities in the consumer sector, highlighting trends and innovations in the market [2][3][4][6][11]. Product Launches - Guozi Shule has launched a 100% fruit juice series, featuring products made from high-quality fruits sourced from specific regions in China [4]. - Wudao has introduced a blue algae protein coconut-flavored Greek yogurt, which contains 15g of blue algae protein per 100g [4]. - Camel has released China's first ePE membrane fluorine-free jacket, emphasizing health and environmental sustainability [4]. - Uni-President has revamped its iced tea line with a new "cola iced tea" product, increasing the packaging size from 500ml to 680ml [6]. - Luckin Coffee has partnered with Chengdu's tourism bureau to launch upgraded lemon tea products, incorporating Sichuan lemons [6]. Investment Activities - Manus AI, a general-purpose AI company, has secured $75 million in funding led by Benchmark, with participation from existing investors [7]. - Jinzi Ham announced a change in control, with Ren Guilong transferring 145 million shares, representing 11.98% of the company [7]. - SanDai Technology has completed a multi-million dollar funding round led by Matrix Partners, focusing on video generation AI technology [7]. - ABG Group is considering a competitive bid for Guess, currently evaluating its options against WHP Global's offer [7]. - Yasha Biotechnology has suspended its stock trading to focus on operational management and cost reduction [7]. Market Expansion - Yanjin Pupu plans to expand its konjac product market in Southeast Asia, expressing confidence in overseas market potential [11]. - Dongpeng Beverage has laid the foundation for a new production base in Hainan, which will be its 13th base nationwide, with an investment of at least 1.2 billion yuan and an expected annual output value of over 850 million yuan by 2027 [11]. - Taiping Bird has launched a new elite Polo series, aiming to redefine the traditional Polo aesthetic with modern materials and styles [11]. - The furniture brand Castlery has initiated its e-commerce operations in Canada, marking a significant step in its global expansion strategy [11]. - BOSS has collaborated with David Beckham to launch a joint design men's clothing series, inspired by Beckham's personal style [11].

Core Insights - Luckin Coffee is experiencing anxiety over its flagship product, the Coconut Latte, which has been crucial for its financial recovery and market leadership since its launch in April 2021 [1][8] - The company is under pressure from emerging competitors in the ready-to-drink coconut coffee market, prompting a rapid product launch strategy to find the next big hit [1][3] Product Launch Strategy - Luckin Coffee has significantly increased its product launch frequency, averaging 5.5 new products per month, which is much higher than competitors like Kud Coffee and Starbucks, which launch 1-2 new products monthly [2][3] - The new products are priced strategically, with low-priced items at 9.9 yuan aimed at attracting trial customers, while higher-priced items target consumers seeking premium options [3][8] Market Positioning - The brand is focusing on creating a strong association between coconut products and its identity, aiming to solidify its position as the "go-to" for coconut coffee [7][9] - The marketing strategy includes collaborations with influencers to enhance brand recognition among younger audiences [7][9] Financial Performance - In 2024, Luckin Coffee reported a revenue of 34.475 billion yuan, a 38.4% increase year-on-year, but net profit growth was only 3%, indicating declining profit margins [8] - Same-store sales dropped by 16.7%, reflecting challenges in maintaining profitability amid rising raw material costs and a competitive pricing environment [8][9] Product Development Challenges - The company is struggling to create new hit products, with past successes being categorized as either marketing-driven or repeat purchase-driven [9][13] - The next potential flagship product is likely to be an iteration of the Coconut Latte, as the brand's identity is closely tied to coconut flavors [13][17] Consumer Preferences - The success of the Coconut Latte is attributed to its appeal to non-coffee drinkers, leveraging the natural sweetness of coconut to mask coffee's bitterness [13][14] - Future product innovations are expected to align with consumer trends towards health and seasonal flavors, which can enhance emotional value and brand loyalty [14][15]