In recent years, Tea Baidao Undecided Event Book, Holiland, Harry Potter, and Reisin Line Puppy have come out of the circle one after another, and popular IPs and catering companies have emerged in an endless stream. In the new consumption era, IP co-branding has become the "traffic password" in the new consumption field, and brands around the world have used IP co-branding to improve product awareness and establish a deep emotional connection with consumers with the help of IP.
In today's serious homogenization of the catering industry, major catering brands have broken the circle with product co-branding, using classic IP, childhood memories, huge fan base, and high fan loyalty to increase turnover. The catering industry chooses a wide range of co-branded objects, and almost every co-branding can arouse consumers' desire to consume. The linkage between catering brands and IP, and the doubling of the popularity of the traffic of both parties, is a win-win choice for both brands to promote consumption.
The cooperation between catering brands and major IPs, through the IP's own information dissemination capabilities, matches fan groups, accurately locates the target group, and skillfully grasps the psychology of a new generation of consumers paying for hobbies.
According to the 2023 Q2 financial report released by Luckin Coffee, Luckin Coffee's total net income in the second quarter was 620.1 billion yuan, a year-on-year increase of 880%。In terms of stores, the total number of Luckin Coffee stores reached 10,836 at the end of the reporting period, with a net increase of 1,485 stores in the quarter, becoming the first chain coffee brand in the Chinese market with more than 10,000 storesOn May 21, KFC launched a Pokémon toy**, up to a duck** box sold out, and there was a phenomenon of "a duck is hard to find". It can be seen that catering companies have found their own "traffic password".
With the help of the new sales model of co-branded IP, the catering industry has attracted a large number of fans brought by IP on the basis of maintaining the original consumer group. Use online multi-platform publicity to warm up for co-branded new products to continue to increase the popularity and enhance product promotion. At the same time, cross-border co-branding has broadened the imagination of products, embarked on a development path of catering brand differentiation, and helped traditional catering to complete the "circle", achieve innovation, and enhance market competitiveness.