Destroyed overnight! Lucky co-branded materials are piled up in the trash!

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

Recently, a daily work piece shared by a certain lucky worker was posted on social platforms to attract the attention and discussion of onlookers.

Judging from the content of the post and accompanying drawings, the Ruixing employees who took the photos should have been destroying the paper bags, cup sets and packaging cups that the brand had previously cooperated with the intangible cultural heritage company. This picture may have been used to by other Lucky people, but the overflow of cup covers and packaging cups in the garbage cans made many users frown, and they all shouted "too wasteful" and "not environmentally friendly."

According to employees, the night before every time Lucky updates the joint event, offline stores will destroy and discard all the remaining packaging materials and surrounding areas used in the previous event under surveillance cameras. For example, some time ago, the brand and Chengdu Cultural Tourism jointly launched the restricted area. On the evening of the event, some shop assistants threw all the unsold red panda pendants, badges, etc. into the trash.

The same situation is true for this joint material abandonment. Many employees said that even though these packaging materials designed to match the theme of the event had not been opened and used, according to the company's mandatory regulations, they could only pick up scissors and cut the packaging cups, cup sleeves, etc. to make them impossible. After normal use, throw them into garbage bags.

In this regard, many netizens think that Lucky's way of handling expired co-branded materials is unreasonable. They pointed out that Cudi, which also co-branded with popular IPs, has no similar regulations. Most stores will continue to use hoarded packaging materials after the co-branded event until these expired packaging materials are all exhausted.

In the eyes of users, the brand allows stores to continue to use expired materials, which will not cause waste, but also give customers some surprise. Some customers admitted that they felt it was interesting and surprised when they received three types of limited packaging materials with different IPs, and thought that the store's move was to make the best use of it.

In addition, many people believe that since stores have hoarded too many limited packaging materials, they can consider giving them to customers in need before the end of the event, or placing them in a conspicuous place in the store for customers to pick themselves up, so as to increase the consumption of materials. Speed can also be used to win consumers 'favor.

However, netizens familiar with matters related to the joint venture said that the reason why Lucky forced the store to destroy expired joint venture materials may be because it was instructed by the joint venture partner.

They introduced that most of the joint cooperation between brands is designed to include intellectual property rights, portrait rights, etc. Normally, the co-branded party will authorize the merchant to use the character image, brand logo, etc. during the event. Once the authorization time agreed by both parties exceeds and offline stores continue to use activity-limited packaging materials, the brand may pay liquidated damages for violating the contract.

Therefore, many people said that instead of letting stores continue to use expired materials at the risk of breach of contract, they might as well let stores destroy them directly. They bluntly said that although the material destruction site shared by employees seems wasteful,"the amount of compensation required for infringement is more than this cup."

Picture from: Xiaohongshu

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