"Dreaming for sauerkraut fish coffee?" How far can cross -border pattern drainage go?

In the increasingly rolled catering tea industry, companies are seeking their own way out and incremental.

As early as in recent years, KFC has co -branded Lord Lafayette, and has released a barrel that does not install fried chicken, while McDonald's and Chinese designer Alexander Wang have launched black golden baskets and handbags. change.

On August 25th, the official public account of Tai Diersaku Fish released a long picture of "Tai Dierso coffee, confirming listing!"

It is reported that Tai Erioa fish has been newly "raw sauerkraut latte", and it will also have four other "strange coffees" at the Canton Fair exhibition hall of Guangzhou Canton Fair. These four strange coffee uses raw materials such as Chenpi, peppercorns and other raw materials, and the name of the name is quite interesting: just your peeling Chenpi cold extract, Quick Luo Shenhua ice beauty, casual chrysanthemum lime coffee, pepper, you are a human beings American style.

As soon as the dream linkage, many netizens said that they wanted cold coriander, folding ear root coffee, chili cold extract, stinky tofu latte, spicy spicy coffee coffee, snail lion coffee, etc.

Ao Yiyi reporters came to the Tai di -sauerfish fish shop in KK ONE Shopping Mall. After saying "shorts and coffee is more sour and refreshing" on the secret code on the Taiser public account, the staff provided a cup of "juice sauerkraut latte". The sauerkraut -like cup is full of normal temperature lattes. There are half a cup of ice in a cup of open mouth cups. There is a bamboo stick on the cup with a piece of sauerkraut to stir. It is reported that the sauerkraut coffee in each store is limited to 5 copies per day and sold until September 8.

In recent years, more and more cross -border linkage has been born. From the hot pot flavor of Haidilao, to the flower dew water tail of Ruoyao, and then to the latte of sauerkraut flavor. Get the attention of young people in various ways.

The traffic password behind the cross -border joint name

In the context of rising market demand and the pouring capital of capital, cross -border joint names have become the best choice for many brand market upgrades.

In recent years, the co -brand war of the catering track has become more and more rolled, and many brands have begun to cross -border linkage.

On the occasion of the 158th birthday, the catering brand Quan Jude reached a cooperation with the Beijing Palace Museum Cultural Communication Co., Ltd., which will launch the "Quanjude Palace Linglong Fengshang Xiangxiang" cooperation project on the second and third floors of Wangfujing.

This year's "Menghua Record" fire, a group of dining companies launched Menghua Record -style tea snacks, countless fans, and the Menghua Record name of Xixi Tea is hard to find. The IP dream linkage of film and television and catering is the password to lead traffic hotspots behind it.

Chef of Hecha and Net Red Catering Brand launched the CP combination of chili fried meat "ultra -spicy bayberry frozen", and launched various surroundings such as the "Chef Chef" custom badge and rice ticket scraping card in the store. The concept store of the pancake road and the book also debuted in Changsha for the first time. Net Red Food Brand Xiaolongkan also has "This! It is popular variety shows and games such as hip -hop "and" Sword 3 "to create the theme stores, restore classic plot scenes, and launch" OG "packages, joint gift boxes, etc., successfully transferred the fan effect from the rice circle to the" circle circle ".

Data show that the current consumer group represented by the current 00 has become the main force of the catering market, and the addition of the post -00s has brought huge fluctuations to the catering market. In the era of young consumption with traffic, how to "maintain freshness" at all times, get the attention of young customer bases, generate sufficient contrast and interest, and achieve the effect of cross -border joint 1+1 & 2.

Be careful

The joint name not only needs to explore the weight of users between brands, but also create sufficient topics and dissemination volume with innovative products and unique experience breaking circles. If cross -border dream linkage cannot be performed well, the probability of co -branding will increase greatly.

The co -branding of Manner coffee and Helena had no sense of CP by netizens: "This joint name makes people who like manner and Hellena who likes Hinaa are silent." Manner co -branded product is a cup of matcha milk drinks without coffee. In other words, this drink is not much attractive.

Some netizens said that the joint demand is not only a good product, but also from the social level. When the consumer entity is converted into young people, social attributes are extremely important consumer motivations.

"The positioning of the HR brand is the skin care products of high -end ladies, and Manner is positioned as an cheap boutique coffee. From the perspective of positioning, it is difficult for the two brands to resonate."

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