Go to Da Fen! Kudi co-branded "Nezha 2" to "break the rules"?!

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If you want to say that IP is the most popular these days, it must belong to the animated film Nezha 2, which currently grossed more than 14.9 billion yuan at the box office. This work breaks through the tight siege in this year's Spring Festival film and is deeply loved by the broad audience. While the popularity of the movie soared, the discussion about which brand would be co-signed by the IP became more and more heated, and in the end, Cudy, Tea my Concubine and Gu Ming stood out from the competition and won the qualification to co-sign with them.

(photo taken from Kudi Weibo)

Recently, Cudy began to announce the limited theme drinks and various peripheral styles jointly named "Nezha 2", attracting a large number of fans to pay attention to and discuss them, as well as warm up for the official event next week. However, compared with the drinks and surroundings in the event, what aroused the attention and heated discussion of the onlookers was the activity rules set by Kudi for this joint name.

It is reported that Kudi's peripheral access to take the pre-sale mode, a total of 12 joint packages, each package includes a full-time drink coupon and a limited perimeter.

What is rare is that officials say that there is no limit to the number of surrounding areas, and there is no need for the surrounding parties to compete, as long as the store is selected to issue an order package within the pre-sale period, and you can go to the store to pick up the surrounding area after the official event begins. As for the drink coupons in the package, users can write off at any store in the country within three months. No need to fight fast, no vault to drink, no designated drinks, no need to worry about out of stock, Kudi's operation is amazing and has won wide acclaim from the surrounding parties.

You know, in the past, when chain brands co-signed with popular IP, most of them bundled limited perimeter with designated drinks and sold them in the form of two-cup packages. This unwritten rule will be complained by surrounding enthusiasts during joint events, complaining that they need to shop around to buy, drink alone but have to buy two drinks, and so on.

If you want to collect the full set of beads launched by the brand side, customers may have to buy more than a dozen drinks in a short period of time. One consumer said he had set a record of drinking three drinks a day in order to get refrigerator stickers.

So that in recent years, many netizens sharply commented that the joint activities of some brands are actually "cutting leeks", making fun of getting up early to rob the surrounding stores like a "bad head". In addition, it has also been pointed out that some merchants have lost their position in joint activities, which makes people wonder whether they are selling drinks or department stores.

Compared with the previous joint activities, the activity rules of Kudi co-named "Nezhu 2" are not only "fresh and refined", but also break the original "hidden rules" in the industry, causing netizens to shout "finally joint names treat me as a consumer rather than leek", while passionately placing orders and buying more than a dozen packages.

However, although Kudi followed the advice of consumers, greatly changed the joint rules and constantly improved the rules during this period, which received praise from countless fans, it also put pressure on Tea my Concubine and Gu Ming, who had not yet announced the details of the joint event. After all, if you don't make Cuddy so satisfied with the public, you will be trampled by netizens.

Picture from: Internet

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