Nov. 10, 2023
Two months ago, the 'Sauce Fragrant Latte' became the 'top trend' dominating multiple platforms. According to official data from Luckin Coffee, on the day of its debut on the stock market, the sales volume of the Sauce Fragrant Latte exceeded 5.42 million cups, and the single-product sales revenue exceeded 1 billion yuan, setting a new record for Luckin Coffee's single-product sales.
Regarding Luckin Coffee's strategy of changing only the packaging without altering the ingredients, Huang Heshui, the director of the Brand and Advertising Research Center at Xiamen University, believes, 'A mature product may become outdated after a certain period, so companies often reshape a new image through packaging and marketing activities.' This is considered a normal marketing tactic.
The cross-industry collaboration between Moutai and Luckin Coffee, however, is analyzed by industry insiders as an attempt to integrate the high-end Moutai brand with the mass-market appeal of Luckin Coffee. The goal is to make Moutai more down-to-earth, gaining more recognition and support from consumers.
On November 6th, Luckin Coffee updated the packaging of its Sauce Fragrant Latte and introduced an exclusive red coffee cup, aiming to create a luxurious experience. The surface of the red coffee cup is adorned with textured water ripples and features a gold IML printing technique. It is said to be Luckin's first double-layer insulated cup. The logo of the Sauce Fragrant Latte for cold drinks is also printed on the cup, eliminating the need for a cup sleeve to indicate its identity. The new packaging of the Sauce Fragrant Latte has been upgraded compared to the previous version, which only had a cup sleeve. The upgraded version now comes with an exclusive cup, prominently red, resembling the packaging of Maotai liquor. Looking ahead, the sustainable development of the Sauce Fragrant Latte with the red cup is worth anticipating. With the Chinese coffee market entering a comprehensive and diversified stage, the consumer base for coffee continues to expand. The combination of Maotai's brand image and Luckin's extensive service system and dense network of over 10,000 stores provides greater convenience for many consumers' choices.
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