NetEyun Music and Ruixing opened a coffee shop on the island.

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In Shanghai, a bustling city, we can see literary cafes everywhere. Drinking coffee has become more and more a way of life, not only to refresh the mind. NetEase Yun Music and Luckin Coffee jointly opened an island music-themed coffee shop on August 5, which is located at No. 35 Sinan Mansion, a century-old house in Shanghai. This is the enabling of offline scenes authorized by NetEYun Music IP, so that music can infiltrate into more scenes and constantly expand new spaces in commercial innovation.

"Guandao" is a long-term music-themed coffee shop jointly opened by NetEyun Music and Luckin Coffee, which integrates music experience and coffee drinks. "Yi Dao" has unique and distinct music elements in beverage development, theme design, store location selection and so on.

For example, Luckin Coffee has developed and customized a new drink, "Taodao Peach Bing", for the "Taidao" online Yiyun music theme store. after the launch of "Taidao", this new drink will also be launched in Luckin Coffee stores all over the country. Before August 11, all users of NetEYun music vinyl VIP&L7 or above can come to the store from 2: 00 p.m. to 4: 00 p.m. every day to get a free drink with the theme of "peach ice on the island". In addition, NetEase Yun Music will also launch related member-themed activities in APP.

The overall space design of the theme of "island" revolves around "island", which means "there is an island in everyone's heart". Regard the whole space as a sea, and the functional area is scattered on the sea surface in the form of reefs and islands. Clouds, water, islands and people are integrated in the overall streamlined design. Each "island" has an independent sound mask to play different music, and there is also a special interactive area and mechanism in the store, "Let music reviews on the wall." users entering the store can leave what they want to say and have the opportunity to be projected on the music review wall of "Isle Island".

The location of "Guandao" is also significantly different from other coffee shops. NetEase Yun Music and Luckin Coffee chose Sinan Mansion, a century-old house in central Shanghai, to inject a strong cultural heritage, "adding some sugar to coffee and life with music".

IP authorization is a common way of cooperation, but a heavy cross-border like opening an offline theme store is the first cooperation between a NetEase Music IP license and a coffee brand. In this cooperation, Luckin Coffee uses a new storefront style, and NetEase Yun Music is also deeply involved in the theme design of "Island". It can be seen that the two sides place more commercial expectations on the cooperation.

"Landao" is another empowerment of the offline scene authorized by NetEYun Music IP. Cooperation with Luckin Coffee, on the one hand, permeates more scenes with the tentacles of music, which is a further expansion of the IP authorization model; on the other hand, it shows that the road of IP commercialization of NetEyun Music is gradually clear. NetEase Yun Music has previously conducted cross-border marketing with Metersbonwe, and this year has further partnered with three shots to license IP, while Hotel Theme, "Sleeping Music" opened with Yaduo Light House last year, has explored the commercialization of IP.

Not long ago, Trustdata released the "Analysis report on the Development of China Mobile Internet Industry in the first quarter of 2019", which shows that NetEase Yun music users are concentrated in white-collar workers and students, showing an obvious trend of getting younger, and user stickiness ranks first. Luckin Coffee was put into trial operation in January 2018. as of July 16, 2019, it has settled in 40 cities across the country, with more than 3000 stores. The cooperation with NetEyun Music not only meets the demand of Luckin Coffee brand rejuvenation, but also can introduce rich cultural elements for coffee consumption.

It is reported that the official opening of the Yiyun music theme store on the island is only the first step in the cooperation between the two sides. NetEyun Music and Luckin Coffee will expand more cooperative ecology in the future, and have deeper cooperation in the areas of music coffee and culture.

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