Is the Luckin Coffee raw cheese latte good? Lucky co-signed JOJO wonderful adventure sales record!

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Recently, Lucky and the famous anime "wonderful Adventures of JOJO" joint coffee cheese latte has been popular as soon as it went on sale, with daily sales exceeding 1.31 million cups. Calculated according to the unit price of 20 yuan, sales reached more than 26 million, setting a new record for the first sale of new products.

According to Ruixing's official Wechat, total sales exceeded 6.59 million cups in just seven days from Oct. 10 to Oct. 16, and the store contains too much raw cheese every day. Raw cheese latte has been evaluated for 43 times, looking for the golden ratio of sesame, milk and coffee. It is slightly salty and fragrant, and the entrance is smooth. After tasting this cup of raw cheese latte, you will feel that it is the next out of stock king!

Lucky and the coconut milk brand Coconut Tree Co-branded Coconut Cloud latte were also out of the circle in April, but only 660000 cups were sold on the first day, about half of the JOJO product.

The joint product has been widely discussed on various social platforms, with Weibo and Xiaohongshu searching for the keyword "Rui Xing" and nine times out of ten it is about JOJO joint funds. Lucky's raw cheese latte differs from raw coconut and thick milk lattes in its "cheese aroma", which is equivalent to using another form of milk to create a new coffee flavor.

In addition, before being new all over the country, Lucky was not satisfied with the creation of product flavor and taste, but also poked "secretly" long in advance and released a notice for the launch of the new product on Weibo, which mentioned that it would be co-signed with the popular animation "the wonderful Adventure of JOJO, the Sea of Stone". As soon as the news was released, it went viral on the Internet, causing two-dimensional fanatic fans to party. As soon as the new product is on the market, many JOJO fans go to spend it immediately. As the JO chefs are too enthusiastic, leading to limited covers and paper bag inventory urgent!

"JOJO" was born in the 1980s, because of the fashion role modeling and become the joint object of all kinds of fashion brands, and Gucci, Glamb, Bulgari and other co-names. The joint name of Lucky is a rare cooperation case between domestic coffee brands and well-known animation IP in recent years.

The so-called joint name, in fact, is to extract their respective elements from the two brands and design new content. This new coffee directly refers to the image of the animated characters to the joint cup cover and paper bag, and the two sides complete the joint name in a simple and quick way. Lucky use of "JOJO" to narrow the gap with young consumers, increased sales of new coffee, and "JOJO" cooperation with Ruixing can also use its offline channels to deepen the influence of IP in the Chinese market.

In the joint cup cover, paper bag, with bold color matching, its full-side printing of high saturation shading, "JOJO" high contrast, high saturation color recognition and white industrial style of Lucky Coffee Shop is very eye-catching, even coffee customers who are not JO chefs may be attracted.

But there are also JO chefs who complain about the "ugliness" of cup covers and paper bags, and even many JOJO fans do a second creation because they can't watch it and post pictures on social platforms. And because he felt that he only posted an appearance, many netizens complained that he was not careful, saying, "the two-dimensional money is so easy to earn?" Fans'"condemnation" can often be seen in the blog comment area of joint events.

Although it may "hurt" some of the JO chefs, it is clear from the data that the joint name is still "fried", which simply cannot stop the desire for a cup of raw cheese latte, and the praise is raging. It is understood that Lucky will have a new double for raw cheese next week! "Orange Sea raw cheese latte", ha! Is it orange and cheese? Fruit-flavored cheese? Fruit, cheese, coffee, it's a very special idea, it's worth squatting for a while!

The joint name was announced by the official in mid-late September. Compared with the previous joint name with coconut tree, which was first picked out by enthusiastic netizens, this lucky rhythm is longer and more high-profile. The new product can be said to be "hot before sowing". It didn't take long for the linkage to break the double record, and the joint name of taste and two-dimensional IP created this unprecedented popular style.

It is also the second dimension. Earlier, Xi Tea and the mobile game "Yuan Shen" announced a joint name, and the joint product launched jointly sold out within an hour, and the topic also topped the top search list. Recently, Coca-Cola creative platform "Le Chuang Wu Jie" has just announced the joint limited version "Soul Blast" (Soul State) of "BLEACH Boundary Millennium Blood Battle", which is the first new product jointly launched by the platform and anime IP.

It can be seen that in order to seize this new generation, the value of two dimensions is gradually being excavated by brands and become a new way to communicate with young people. For young people, dual culture not only has its own, it is another world of the real world, it is popular culture, because it permeates every corner of growth. With the growth of age, these young people who watch animation grow up will gradually become a tough force in the society, and everything they love may affect the general direction of brand marketing and market consumption in the future.

Photo Source: Internet