What are the joint brands of Yongpu coffee? Yongpu Coffee Co-signed BronzeLucia is going to sell clothes.
On March 22nd, Yongpu Coffee announced on Weibo that it was going to Fashion week.
It is understood that Yongpu Coffee official Xuan and designer brand BronzeLucia cross-border joint name, will be in the autumn and winter 2021 Shanghai Fashion week launch products, including clothing, hats and mobile phone cases.
According to public sources, Bronze Lucia was founded in 2013 by designer Lu Xianya, and participated in Chinese Design week in the same year, and once co-signed with Xishu Puff.
Yongpu Coffee was founded in 2014, mainly committed to portable high-quality instant coffee products, its product line includes hanging ear coffee, cold extract coffee liquid and freeze-dried coffee powder, etc., so far, Yongpu has become a dark horse on the boutique coffee racetrack. According to reports, last year's Singles Day Yongpu has achieved sales of 21 million yuan, ranking first in the Tmall coffee category, a total of 4.35 million cups of coffee, annual sales of more than 100 million yuan.
However, for this Yongpu Coffee Cross-border Fashion week is not surprising, if you want to carefully calculate the cross-border joint names of Yongpu in recent years, it is really numerous.
Yongpu Coffee is different from many other coffee brands. Anyone who pays attention to this brand should know that Yongpu Coffee is a coffee brand that does not sell coffee beans. Yongpu defines its own brand as "coffee that is convenient for everyone to drink". It becomes popular through joint names and IP.
As an emerging Chinese brand, Yongpu has always been unique in brand marketing.
In the joint cross-border area, since its establishment, Yongpu has done joint products with more than 400 brands, and according to Tieli: "before the first 10 million revenue, we did not spend a penny on cash promotion." IP cooperation is a "cost-effective" promotion method, and the current marketing cost accounts for only 15% of the company's marketing cost.
Yongpu is very good at IP co-signature, from content, cultural creation, to film and television, brands and so on, which has a lot to do with the founder of Yongpu Coffee.
Ironhide graduated from the design major of the China Academy of Fine Arts. Yongpu's early joint money was mostly bundled with illustrators, which has a lot to do with the founder's professional background in design. Yongpu is his real name, the reason why he uses his own name as a brand. I hope to be more engaged and more responsible for the product.
When the brand was founded in early 2015, Yongpu Coffee went to the joint activity of illustrators, and the first joint brand was Xiao Zi Theater. After the product was launched, the official account of "Xiao Zi Theater" sent an article that brought more than 20,000 sales to Yongpu on the same day, which surprised Yongpu founder Ironhide and therefore saw the feasibility of the co-naming model.
The first joint product of Yongpu Coffee
In 18 years, Yongpu also received an invitation from Qifa Shuo, and jointly launched "Seven-day hanging Coffee" with "Qifa Shuo". This is also an opportunity for Yongpu Coffee to really break out, so it has a great impact on the image of the brand. It can be said that since then Yongpu Coffee has crossed the border almost once a week, and many unique innovations have brought it a lot of users, and then Yongpu has gradually expanded to the field of content IP. He has cooperated with hundreds of well-known IP in different fields, such as "Young you", "Solar eclipse", "Great Rivers", Snoopy, QQ Music and so on.
In addition, Yongpu also brought a group of loyal fans to the brand by incorporating the main elements of its own brand into the design language. Yongpu decided to unify the brand in 2019 and launched its own IP.
The IP image of Yongpu Coffee "Stone correct"
Yongpu chose Stone Lion as the brand IP, named "upright". On the one hand, it hopes to show Chinese cultural characteristics, on the other hand, it also represents Yongpu's brand values.
The popularity of IP also took a lot of painstaking efforts, such as inviting hundreds of illustrators to create around Shiduan, a topic that sparked discussion on Weibo at that time, during which Yongpu received more than 1000 illustrations and creative pictures in half a month.
Today, IP co-signature is still an important brand activity of Yongpu, but the brand is no longer limited to content and creative categories, but a more "younger" development, such as this move towards Fashion week.
* Photo Source: Yongpu Coffee official Weibo Network
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