What does coffee "cross the border"? What are the cross-border joint products of Yongpu coffee brand

Speaking of the coffee brand "cross-border", we will definitely think of the resident guest "Yongpu Coffee" in the cross-border circle, Yongpu Coffee quickly won a large wave of loyal fans by virtue of the creative point of "flying saucer" and the way of alliance cross-border.

Yongpu Coffee, founded in 2014, is the earliest brand in China to launch portable cold-extracted coffee solution and flash coffee concentrate. Its products include ear hanging, cold-extracted coffee solution and freeze-dried coffee powder. In addition, Yongpu Coffee also has its own coffee factory and coffee industry chain. At the same time, Yongpu Coffee also has its own coffee estate in Jamaica Blue Mountain and Yunnan Nujiang River Basin. However, Yongpu Coffee does not sell coffee beans, but is determined to create "coffee convenient for everyone to drink." Therefore, Yongpu focused its research and development on coffee liquid.

According to relevant data, in 2020, Double Eleven Yongpu realized sales of 21 million yuan, ranking first in Tmall coffee liquid category, sold 4.35 million cups of coffee in total, and the annual sales exceeded 100 million yuan, becoming a black horse of coffee track.

Being able to become a black horse on the coffee track is inseparable from the "brand joint crossover".

Different from other fine instant coffee brands, Yongpu Coffee was founded not long ago, but because it is very good at IP co-branding (from content, cultural creation, film and television, brand, etc.), it quickly seized a place in the coffee field.

According to statistics, Yongpu Coffee has made joint products with more than 400 brands since its establishment in 2014.

An interesting point is that although Yongpu Coffee has jointly crossed so many products, according to the introduction of Iron Sheet: "Before the first 10 million revenue, we did not spend a penny of cash promotion," IP cooperation is a "cost-effective" promotion method, the current marketing cost only accounts for 15% of the company.

Yongpu Coffee's first joint brand is the Children's Theater. After the product was launched, the public account of "Children's Theater" sent an article, which brought more than 20,000 sales volume to Yongpu on the same day, which surprised the founder of Yongpu Iron Sheet and therefore saw the feasibility of the joint model.

After 18 years, Yongpu Coffee also received an invitation from the wonderful flower, and jointly launched the "seven-day ear-hanging coffee" with the "wonderful flower said."

Later, Yongpu Coffee crossed the border almost once a week, and gradually expanded this to the content IP field, successively cooperated with hundreds of well-known IP in different fields such as "Youth You,""Solar Eclipse,""Great River," Snoopy, QQ Music, etc., and many unique innovative surroundings also brought many users to it.

In the spring of this year, Yongpu Coffee also issued 7 joint gift boxes, seven joint gift boxes are: Yongpu × ME&CITY × Yin Xiaowei eve Bonne Année illustration series limited gift box; Yongpu × Linke car "2021 good luck CO live you" joint gift box; Yongpu × Beiding BUYDEEM coffee hot drink gift box; Yongpu × Shengyou oatmeal latte warm heart gift box; Yongpu × holoholo joint coffee thermos cup; Yongpu × JUNPING Junping Guihua story coffee combination; Yongpu × small universe podcast planet joint coffee, in addition to this, in April this year, Yongpu coffee also teamed up with Lebao beer launched "Lebao Chong freeze-dried instant beer," even reading festival, Yongpu coffee also a blockbuster cross-border, Yongpu coffee joint Shanghai translation launched book + coffee fragrance activities.

It is not difficult to see that persistent cross-border brings a group of loyal, like-minded coffee lovers to Yongpu Coffee.

At present, the coffee industry is constantly emerging new players, if you want to keep the coffee market,"innovation" has become a necessary condition, joint cross-border is one of the ways of "innovation", on the coffee industry, the current cross-border cooperation between brands in the coffee industry has become a popular, but if for the sake of popularity and blind cross-border, ignoring the needs of the consumer market will eventually be difficult to go on in the long run.

Yongpu Coffee can continue to obtain loyal powder because Yongpu is good at strengthening the interaction between brand and users through joint cross-border keeping pace with the times. Yongpu Coffee launches a variety of peripheral products to resonate with consumers through cross-border cooperation, thus laying a good reputation for the brand.

Finally,

The essence of cross-border is to enhance the stickiness with consumers and make the whole brand younger. Simply put, the essence of cross-border joint venture is resource integration, so as to achieve the effect of complementing each other. However, cross-border marketing is not a long-term solution. If cross-border is frequent, it will cause consumer aesthetic fatigue. If you think of making your brand go further, only constantly improving products and services is the king.

* Photo source: Yongpu Coffee Network

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