Analysis of Co-branding Strategies of Luckin Coffee and Moutai

Abstract

Coffee, as a kind of food with strong cultural connotation, has gradually become a fashionable way of life. At present, coffee has entered the initial stage of popularization in China. White-collar users in the core of high-line cities have developed coffee consumption habits, and their consumption is gradually approaching the level of mature markets. At present, coffee has entered the initial stage of popularization in China. On the one hand, white-collar users in the core of high-line cities have developed coffee consumption habits, and their consumption is gradually approaching the level of mature markets. As one of the most popular coffee chains in China, Luckin Coffee has become the main representative of fast-selling coffee brands in Chinese society. This article elaborated the development and problems of Luckin Coffee from four different aspects, and analyze the marketing strategy of Luckin Coffee co-branded Moutai by case studies to show how Luckin Coffee succeeds in the coffee business.