瑞幸咖啡品牌联名的营销策略分析

Analysis of Marketing Strategies for Luckin Coffee's Brand Collaborations

如今,品牌联名已成为各行业品牌竞相采用的主流营销方式,瑞幸咖啡作为其中的典型代表,自2022年起,便与众多热门IP及知名品牌展开跨界合作。通过精心策划的联名活动,频频出现联名爆款,品牌发展蒸蒸日上。从品牌联名的价值、联名对象的选择、联名活动的策略三个角度来看,瑞幸咖啡的品牌联名往往具有加大产品吸引力,提升销量、快速获得关注度,增加曝光、契合受众偏好,加深捆绑、品牌优势结合,弥补弱点四大价值;选择联名对象时一般会从粉丝基础好,具有流量加持、联名首发,神秘感足、反差或契合,吸引力大这四个方面进行考量;联名活动的策略通常是在预热环节透露线索预热联名,积累受众期待值、联名活动中产品有多重属性加持,促进销售和传播、联名后续宣传中会注重与消费者互动,增强联名记忆。

Nowadays,brand collaborations have become a mainstream marketing strategy adopted by brands across various industries.Luckin Coffee,as a typical representative,has engaged in cross-industry partnerships with numerous popular IPs and well-known brands since 2022.Through carefully planned collaborative campaigns,Luckin Coffee has frequently launched hit co-branded products,leading to rapid and robust brand growth.From the perspective of cobranding,including the value,selection of co-branding partners and strategies for co-branding activities,Luckin Coffee’s efforts often deliver four key benefits:increasing product attractiveness,boosting sales and gaining rapid attention,increasing exposure and aligning with audience preferences,and deepening partnerships by combining brand strengths and addressing weaknesses.When selecting co-branding partners,factors like a strong fan base,traffic leverage,exclusive co-branding launches,mysterious elements,contrast or alignment,and overall appeal are taken into account.Co-branding activity strategies typically involve revealing clues in advance to generate excitement and build audience expectations,adding multiple layers of attributes to products to drive sales and dissemination,and focusing on interactive promotion with consumers post-co-branding to enhance brand recall.