Why can't you learn from the "Jiangxiang Latte" case? The reason behind it is helpless

Recently, the co-branded sauce-flavored latte of Luckin Coffee and Moutai has been trending on social networks, and many people have begun to analyze the joint marketing of Moutai and Luckin. So, can this operation of Moutai and Luckin be copied? Let's take a look at the author's opinion.

"Good wine and coffee, I just love this cup", the sauce-flavored coffee jointly launched by Luckin Coffee and Moutai has instantly been all over the WeChat Moments in the past two days and has quickly become a conspicuous bag!

It claims that "every cup contains Kweichow Moutai". When you place an order, you can get 1 cup sleeve + 1 paper bag, as well as a co-branded sticker. It is full of Moutai's noble visual style. Moutai is hard to find, but you can easily get coffee mixed with Moutai. It is impossible not to be popular!

It is foreseeable that whenever there is such a popular case, the client will always point fingers and complain, "Look at how others are doing, why can't you do this or that?" The leader greeted with a smile, and A Kang took notes, but in the end, the planner seemed to have a heavier burden on his shoulders.

Why don't you learn from the tricks of Moutai and Luckin Coffee? In fact, whether you believe it or not, the fact is that it is not the brand that chooses the event, but the event that chooses the brand. What does it mean? To put it bluntly, the weight of the brand itself is the basis for influencing the earth's gravity!

Well, here I will talk about it from two dimensions for communication.

1. The Scarcity Misconception

Many people say that the reason why a case can become popular is because of its scarcity! I will bring up the book "Scarcity Strategy" by marketing expert Mindy Weinstein. The whole book will make you understand the truth. Indeed, scarcity is the core of being able to quickly attract attention, but many people always have misunderstandings about these two words.

Scarcity has always been a killer feature in marketing. But what is scarce?

Is it the gameplay, content, or channel? You will find that these may be important but they are not the key to success! But most people will ask you to think about these aspects.

Is cross-border rare? The first is a natural talent, the second is a mediocre talent, and the third is a fool. Cross-border is not a new thing until now. Is liquor mixed with coffee rare? It seems not to be the case. Before Maotai coffee became popular, Moutai's own Moutai ice cream was also popular (MandCX). How to play? Dissemination materials? Output content? Channel? Not really.

Therefore, in fact, the scarcity of the joint brand of Luckin Coffee and Moutai is not anything else, but just the joint brand of the two brands itself. In other words, the fact that these two brands can play together is the greatest scarcity.

As the leader of the Chinese liquor market, Moutai has always been known for its high price and limited supply. You may be able to buy Moutai, but you may not be able to drink it. Luckin Coffee, on the other hand, has attracted the younger generation of consumers with its young, fashionable image and convenient offline experience. The daily life of workers is not to sit in Starbucks to discuss business, but to pack a cup of Luckin Coffee and type on the keyboard.

The greatest scarcity is that ordinary people can taste Moutai-flavored coffee. The collision of the attributes of these two brands and their own brand influence is the root of scarcity.

If it wasn’t Moutai, but other brands of sauce-flavored coffee, if it wasn’t Luckin, but other brands of coffee, this cup of sauce-flavored coffee wouldn’t be so exciting. Moutai ice cream was popular before, but it didn’t go viral like this. It was because of Luckin’s consumer group communication power and its own supply capacity and influence that allowed this thing to spread so quickly.

2. The Dark Side of Conflict

Why is the joint venture between Luckin Coffee and Moutai so rare? In essence, it is still a conflict between brands and people. Yes, the sense of conflict is the basis of scarcity.

A huge conflict between the two brands. Moutai represents the traditional Chinese liquor culture, emphasizing cultural heritage and historical accumulation. Luckin Coffee, on the other hand, represents modern coffee culture, emphasizing youth and fashion. The collision of the images and cultures represented by the two brands has created a conflict.

Some people may question whether this cross-border cooperation will damage Moutai's high-end image, but in fact, it is just the opposite. This may be an exploration of Moutai's deep-level strategy. Ice cream, digital identity, and cooperation with Huawei, the future belongs to young people, and Moutai is trying every means to narrow the distance with China's young consumer groups.

The conflict based on consumer groups may be the original code for this marketing to go viral, and this reflects the dark side of the conflict among the groups.

Look at how those comments are heartbreaking. "Moutai cooperates with Luckin Coffee instead of Starbucks because drinking Starbucks requires driving, while drinking Luckin Coffee requires squeezing into the subway." "Just finished drinking, this is the only chance for poor people to taste Moutai, you can get on the bus." The so-called social currency is a synonym for showing off, and it is also a direct reflection of the stratification of the population (MandCX). Your so-called dream is just someone else's daily life. This kind of conflict has touched the root of human nature and sparked discussion and controversy.

In the age of social media, discussions and controversies can further expand exposure and influence, make the influence more lasting, and even form social memes that spread for a long time.

Moutai mixed with coffee has made workers excited. For both brands, they have harvested a wave of attention and consumption, but for young people, this is just another wave in ordinary daily life.

Author: Little Monk Kunkun, WeChat Official Account: Marketing Zen Meditation Center