Why Ruixing Coffee applied for multiple trademarks of "Ruixing Cat" Ruixing new thick milk latte endorsement

Recently, Luckin Coffee has applied for a number of "lucky cat" trademarks, according to APP.

According to the data of heavenly eye inspection, Luckin Coffee (China) Co., Ltd. has applied for the registration of the trademark of "lucky cat" and "lucky cat", which is internationally classified as feed seed, convenience food, catering and accommodation, etc., and the current trademark status is in the process of trademark application.

It is worth noting that this is not the first time Luckin Coffee has involved the "cat" element.

In September last year, Ruixing invited a cat as an endorsement!

Lucky invited a cat to endorse it, mainly in the form of an advertisement. Review the previous video ads: the whole video clip created a nonsensical scene through five homophonic stalks of "awesome later", "accumulated strength", "favouritism over another" and "succeeding meow". Through the irrational dialogue between the front wave and the back wave, the boss and the employee, the girl and the best friend, the shovel shit officer and the cat master. What is interesting is that the advertisement has done some visual treatment on the eyes of the characters and cats, and the "ignorant bean eyes" and the strong contrast between the characters have skillfully poked everyone's laughing point. while expounding the selling point, it also makes the viewer feel good about it, thus successfully taking the selling point of Ruixing thick milk latte deep into the hearts of the people.

At that time, Luckin Coffee also launched a series of cat-sucking coffee and peripheral packaging products based on cat vision, and then # Ruixing invited a cat endorsement # once aroused heated discussion among netizens.

But someone said: Lucky set his sights on the pet economy, with the help of adorable economy to promote coffee, but Luckin Coffee brand has an animal image, and then engage in another animal to grandstanding, will confuse the original brand image.

According to relevant reported data, the scale of China's pet consumption market reached 206.5 billion yuan in 2020, and the scale of China's pet economic market is expected to be close to 600 billion yuan by 2023. For Luckin Coffee to apply for a number of "lucky cat" trademarks, industry analysis, Luckin Coffee has set his sights on the pet economy.

So far, Rui Happy Coffee has not made any response to the move to apply for a number of "lucky cat" trademarks.

* Image source: Internet