When Generation Z becomes the backbone of consumption, staying “younger” becomes a new path for brands to develop upwards. To explore how to impress young people through product and gameplay iteration, Luckin Coffee has created a set of effective new templates. This year, Luckin Cherry Blossom Season is here as promised. Through a combination of spokesperson Gu Ailing, artist cooperation, seasonal limited products and other combinations, Luckin continues to rejuvenate its strategy and closes the distance with young people. "To be young, you need Luckin ” has gradually become the lifestyle statement of Generation Z.
Gu Ailing meets the cherry blossom season to unlock the new charm of energetic girls
To meet the ever-escalating quality and taste needs of young people, Luckin launched a variety of products such as Luojia Sakura Latte, Pink Sakura Sparkling Coffee, and Sakura White Qorina Ice during the cherry blossom season this year. In addition, Luckin Coffee brand spokesperson Gu Ailing showed the lively and sweet side of the "genius girl" outside the competition field, which is more in line with the tone of the cherry blossom season and further boosted the sales of this year's cherry blossom season products.
Since Luckin signed the contract with Gu Ailing, discussion peaks have been set on social platforms many times. On the match day of February 8, Luckin’s Weibo index increased by as much as 1684.21% month-on-month. Gu Ailing’s customized coffee has been sold out many times, and popularity and sales have soared. . Finding "idols" who fit the brand's youthful tone and are popular among young people has always been a key consideration for Luckin when choosing spokespersons. Previously, Yang Fei, co-founder and chief growth officer of Luckin Coffee, also said in an interview: "The professional, young, fashionable and healthy brand image that Gu Ailing and Luckin want to create perfectly match."
Artist co-branded models are coming Stimulate the enthusiasm of collectors to check in
This year, Luckin Cherry Blossom Season teamed up with Japanese illustrator Mayumi Oono to artistically design cherry blossom elements, and launched creative peripherals such as cherry blossom lucky lottery tickets, artist co-branded masks, and cup cover paper bags to make romance, A sense of freshness and fun permeates the atmosphere, fully stimulating young people's enthusiasm for checking in.
This generation of young people pursue personalized and diverse experiences, so in addition to product innovation, limited product series such as co-branded models and seasonal models are also important drivers for stimulating their purchasing power. Southern Metropolis Daily released the coffee consumption survey results of the post-95s generation, which showed that among the factors that stimulated the post-95s generation to make multiple purchases of their favorite coffee brands, "the launch of seasonal limited/co-branded products", "the launch of new product peripherals", "Updated with better-looking outer packaging" ranked 3-5th. Luckin not only has seasonal limited product series such as Sakura Season, but has also previously cooperated with brands and artists such as LINE FRIENDS, CRAIG & KARL, Feng Tang, Pan Hu, etc. It is not surprising that it continues to gain popularity among young people.
The brand image has been renewed. Luckin has created a new paradigm for youthful marketing.
In addition to the cherry blossom season, Luckin has also created seasonal and holiday limited editions such as Ruina Ice Season, Christmas Drink More Latte Season, New Year Limited Series, etc., which will accompany you every time. The double upgrade of products and marketing methods has made it popular among young people. During this year's Beijing Winter Olympics, as Gu Ailing won the championship and hit the screens of major social platforms, Luckin also launched a new brand declaration of "If you are young, you need Luckin". The brand image of "professional, young, fashionable and healthy" has become more deeply rooted in the hearts of the people.
Luckin, which has its own Internet genes, has gradually discovered that its brands and products are more popular among young consumers based on several years of data accumulation. In the development process of the Luckin brand, it has gradually developed a new youth marketing paradigm that is more in line with the quality upgrading and personality pursuits of young users, and has also allowed generations of popular products to successfully emerge in the beverage industry. In this process, Luckin "opened a new chapter", its youthful brand image continued to deepen, its brand favorability and product sales continued to increase, and it embarked on the fast lane of high-quality and long-term development.
