Recently, the well-known tea brand Shanghai Auntie cooperated with the popular costume drama "Do You Know If You Should Be Green, Fat, Red and Thin" to launch a series of joint activities of "Spring See Minglan", which attracted a lot of attention. Let's take a look at how this collaboration works
1. Joint objects.
1) Shanghai Auntie.
Shanghai Auntie is a new tea brand founded in 2013 and originated in Shanghai. It features "freshly brewed grain tea" and quickly emerged in the tea market. The brand concept has always revolved around "fresh fruit tea", and is committed to bringing consumers a healthy, delicious and high-quality tea experience. After years of development, Shanghai Auntie's stores have covered many cities across the country, forming a huge chain network.
Shanghai Auntie occupies an important position in the tea market, especially in the field of freshly made tea, competing with many well-known brands. According to statistics, as of 2023, Shanghai Auntie has become the fourth largest network of freshly made tea shops in China, with 7,297 stores and still expanding. Its GMV is also growing year on year, reaching 71 in the first three quarters of 20238.3 billion yuan, showing a strong market growth momentum.
The main target audience of Shanghai Auntie is young people, especially young women. This part of the consumer pays attention to the quality of life, pursues fashion and personalized needs, and has higher requirements for the taste, quality and service of tea. It is with its unique fresh fruit tea series and high-quality service that Shanghai Auntie has successfully attracted a large number of loyal consumers.
2) "Do you know if it should be green, fat, red and thin".
Do You Know If It Should Be Green, Fat, Red and Thin", is a TV series with the theme of ancient society and family, starring Zhao Liying, Feng Shaofeng and others. The play is set in the Sheng family, an official eunuch family in the Northern Song Dynasty, and tells the inspirational story of the concubine Sheng Minglan who grew from a boudoir girl to the mother of the Houmen. The plot involves the rise and fall of the family, the change of the court, the growth of women and other aspects, showing the living conditions and emotional twists and turns of ancient women.
As a high-quality costume drama, "Do You Know If You Should Be Green, Fat, Red and Thin" quickly won the love and popularity of the audience after it was broadcast. The show has not only achieved great results in ratings, but also won many awards and has become a popular work on the screen. Its deep-rooted storyline and superb performance skills have successfully attracted the attention and love of a large number of target audiences, making the show occupy an important position in the costume drama market. As a high-quality drama, the long-tail effect of the show is obvious, and to this day, it is still active on the screen of many people.
2. Co-branding strategy.
1) Creative co-branded products.
The co-branding of Aunt Shanghai and "Do You Know If You Should Be Green, Fat, Red and Thin" this time is inspired by the white magnolia flower of Shanghai, and paired with the classic spring tea Biluochun.
At the same time, named after Sheng Minglan, the core character in the play, a new product "Scorching Minglan" was launched. This new product was launched at the right time during the Lantern Festival, adding a touch of festive atmosphere to the co-branded event.
2) Exquisite co-branded peripherals.
In order to let fans feel the charm of this collaboration more deeply, Shanghai Auntie also carefully prepared a series of peripheral products. These include a variety of exquisite items such as magnolia embroidered window cup covers, magnolia lantern paper bags, co-branded stickers and co-branded ancient wind fans.
The peripheral design adopts classic elements in the play, for example, the co-branded stickers are all selected from the famous scenes in the play, and each sticker has the lines of the characters in the play, so that every detail is full of memories. Consumers can get cup sleeves and stickers when they buy a single cup**; If you buy a double cup**, you can get a cup sleeve, a paper bag and a fan all at once.
3) Co-branded theme stores.
In addition, in order to allow consumers to more intuitively feel the charm of "Do You Know If You Should Be Green, Fat, Red and Thin", Aunt Shanghai has also specially created a number of "Know" theme stores. These themed stores incorporate many elements from the show. Consumers who check in and post related topics in the theme store will also have a chance to win the official series of "Know" figurine mystery boxes.
3. Joint effect.
1) Fans buy to help increase sales.
With the help of "Know", a costume drama with a huge fan base, Shanghai Auntie has successfully attracted the attention and purchase of a large number of fans. As soon as the joint news was announced, it sparked widespread discussion and expectations. After the event was launched, consumers flocked to online and offline stores to snap up co-branded products, which led to a significant increase in the brand's sales.
2) Fans innovate gameplay to help increase the popularity of the event.
In this collaboration, some enthusiastic fans actively used their creativity to innovate the peripheral gameplay. For example, some fans dubbed the sticker characters presented by the brand, and made them with the classic lines of "Know". These ** were widely spread on social **, which not only evoked everyone's memories of chasing dramas, but also continued to contribute to the popularity of joint activities.
3) Consumer feedback and room for improvement.
In this joint event, many consumers also expressed some dissatisfaction and complaints. Some consumers reported that the number of peripheral products was insufficient, and it was difficult to meet the demand; At the same time, the taste of the new product has also been questioned by some consumers. In addition, some stores have set a high threshold when giving away stickers, which makes some consumers dissatisfied. There are even consumers who found that the cups used in some stores are still those of other IPs that were co-branded before, expressing disappointment and questioning the lack of sincerity of this co-branding.
Excellent IP can always withstand the test of the market, and the popularity of the joint cooperation between Shanghai Auntie and "Do You Know If You Should Be Green, Fat, Red and Thin" undoubtedly confirms this again. This co-branded event injected new vitality into the brand, bringing a wide range of ** and sales growth. But on the other hand, the controversy over the taste of the product, the lack of the number of peripherals, and the unsatisfactory service of some stores have aroused doubts among consumers to a certain extent. This is also a wake-up call for the brand to improve its co-branding.
It is hoped that the brand's future co-branding activities can be more attentive and complete, so that consumers can feel the sincerity of the brand and win more praise from consumers