Young people who are keen on fashion check-ins will probably be attracted by the two recent waves of news that have caused waves on social networks - Heytea and Hiroshi Fujiwara, and Luckin and Coconut Tree, respectively.

The reason why it can attract attention is, to a large extent, that the two sets of joint names are still "something" in terms of freshness and scarcity.

The person who initiated the collaboration with Heytea is Hiroshi Fujiwara, an icon in the Japanese fashion industry. He is a fashion designer and musician and is known as the "Godfather of Harajuku". Therefore, his various designs or joint works , can always be paid by the groups chasing trendy brands. The cooperation between Heytea and Hiroshi Fujiwara this time can be said to be quite in-depth. The cup body, cup sleeve, packaging bag, and limited edition art peripherals are all newly designed in minimalist matte black. This "complete blackening" is also Hiroshi Fujiwara's signature. design style.

The joint name of Ruixing and Coconut Tree has long been called "this cup is in the atmosphere" - the iconic "mudslide" style design of Coconut Juice has been used in Ruixing On the cup sleeve and paper bag of Lucky Coconut Cloud Latte. The copywriting of "Coconut Cloud", "Authentic Co-branding" from small drinks to the atmosphere" and "The taste soars to the sky plus ice to compete with gods" are densely written on the packaging, which is unforgettable.

Under the planning thinking of quickly creating popularity , cross-border co-branding, is becoming an important driving force for leading new tea and coffee players to create brand differences and drive growth in the second half of the competition.

This is because competition has fallen into the "involution" of new tea. For beverage and coffee brands, different brands have similar milk tea, fruit tea and coffee. If the product itself is difficult to effectively isolate competitors and establish a brand moat through taste, it may require the continuous output of a unique brand culture.

The main purpose of cross-border co-branding with other categories is to use the original brand recognition of both parties to generate new chemical reactions, increase popularity, and acquire new customers. Cross-border brands need to be complementary and different in terms of elements, and at the same time in function. There is complementarity in terms of marketing and contrast in channels.

Whether it is HeyTea or Luckin, the joint branding does not stop at the surface of simply placing logos together, but goes deep into the product development level, that is, It is said that co-branding often accompanies the birth of new products.

HiTea’s new co-branded product with Hiroshi Fujiwara is the “Cool Blackberry Sante” based on mulberry series products, raspberry series products and black elements - for the season. For new tea brands that are innovative in nature, continuous product innovation using seasonal fruits as raw materials has become the focus of competition. How to attract consumers and achieve brand premiums is to add fresh elements through co-branded products.

At the marketing level, whether it is trendy or trendy, HeyTea and Luckin have also achieved unity in grasping their own brand tonality

"Inspiration and cool" are Heytea. Tea has a consistent brand tone, and in its joint collaboration with Hiroshi Fujiwara, it spares no effort to create a sense of high-end and trendiness - whether it is the all-black packaging and peripheral design, or the initiative to use black cups on Little Red Book Transforming it into lifestyle items with strong design attributes such as flower pots and backpacks, as well as analyzing the artist's exhibitions through offline pop-up stores, live broadcasts, etc., are all strengthening the trendy attributes of Heytea's joint collaboration.

It may be appropriate to describe the joint name of Luckin and Coconut Tree as "trendy to the extreme". If the "minimalist" and "blank" design can bring you associations with fashion and lifestyle, then. The design of coconut palm juice is its antonym - every inch of the packaging bottle is occupied by brightly colored and eye-catching advertising slogans, which are simple and crude, such as "authentic", "state banquet drink", "no added flavor" and "Hainan specialty" "Freshly squeezed"...the designer is committed to piling all product-related information on the packaging in bold letters

The Coconut Cloud Latte co-branded by Luckin also continues this design style. And incorporated many Internet memes into it.

“The dreamy linkage between us and Coconut Tree is firstly based on product and technology innovation, and secondly based on the characteristics, symbolism and user identity of both brands.

"Yang Fei said, "In terms of visual elements and slogan, Luckin pays tribute to the classic visual style of the coconut tree while adding Luckin's younger and more fashionable elements. Whether it is the classic coconut tree PPT design or the "from childhood to the atmosphere", they all present Luckin's more innovative and interesting brand image, strengthen the in-depth development of the brand's youth strategy, and play with today's young people. ”