Gotōha x Jiikawa”, “Banbo Island Black Tea x OSAMU GOODS”, “Tsururu Teahouse x Junji Ito”…, have you kept up with the countless beverage store collaborations? In Taiwan, buying a cup of hand-cranked drinks every day may have become a daily routine for the public. According to news reports,
Taiwan can sell more than
Billion cups of hand-cranked drinks a year, and the total annual turnover can exceed 100 billion yuan. The market is quite impressive, but In addition to consumers’ enjoyment of the pleasure brought by drinks, various IP co-branding in recent years may also be one of the main factors driving public purchase. This article will start from the “hand-shake drink co-branding trend” and discuss the advantages and risks brought by brand co-branding marketing. Let’s read on.
If you were asked to recall when the earliest
Hand-cranked drink collaboration took place in Taiwan, you might have no idea at all. But if you search on Google, you can find that the earliest hand-shake drink joint event reported in the news was the 30th anniversary “Egg Yolk Brother” joint event of Taiwan’s old tea drink brand Qingxin in 2017 (the main ones found here are from Google searches.
Afterwards, Qingxin took advantage of the great
Success of the first wave of joint brands and launched joint campaigns with Sanrio “Hello Kitty” and the popular Japanese anime “One Piece”. Later, Yifang Fruit Tea teamed up with “Chibi Maruko-chan” and Zhenzhudan. The collaboration with “LAIMO Malayan Tapir” has also entered the co-branding battlefield of popular hand-held drink brands, seizing media exposure business opportunities and striving to appear stably in the public eye.
Everyone must know the story that followed
Emerging hand-cranked drink brands have sprung up in Taiwan in recent years. A series of joint marketing activities, visual designs that emphasize the characteristics of tea drinks, and tea drink brands founded by artists and KOLs have all become popular. A frequent visitor to the hand-cranked drink market, competition has become more intense.
In addition, not only Taiwan, but also
China has the same development trend. With the business opportunities created by its huge population, hand-shake brands have appeared in explosive numbers. Some brands have sparked discussions on the entire Internet as soon as they came out, but in the end they are like A flash in the pan disappears; but there are also some brands that have followed a different path and gradually become global enterprises. What remains unchanged is that these brands will use “joint brand marketing” as a powerful marketing technique.
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What are the advantages of handshake brand co-branding marketing?
So what risks might frequent co-branding bring?
Summarize
What are the advantages of handshake
Brand co-branding marketing?
So why do hand-drink brands like to co-brand? Based on the editor’s own observations, the following five advantages are summarized, which are also points of reference that other industries may refer to when doing joint marketing. See below for details:
1. Rapidly increase the brand’s reputation
The most obvious thing about co-branded marketing is the improvement of “brand voice”. In addition to creating topics through brand cross-industry cooperation, the party co-branded with may also bring its own traffic. Take beverage stores as an example, they often choose the favorites of young people nowadays. Well-known IPs have been co-branded. There are precedents for cooperation in animation, movies, illustrations, art and even games, and each has its own huge fan base. Therefore, innovative co-branded combinations like this will naturally set off a stir on social platforms and other platforms. Waves of discussion, and through massive exposure and topic manipulation, brands can increase their existing voice and quickly open up more new markets.
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In short, the handshake brand can reach
Out to groups that were previously less touched through co-branding and make them new customers of the brand. At the same time, the co-brander can also make more potential consumers aware of the handshake brand through exposure. If they cooperate to launch innovative products that are different from their own original products, it can double the topic and successfully open up new tracks in their respective fields. Therefore, it can also be said that the co-branding of hand-held drink brands is a kind of “A misaligned marketing method for two-way growth.”
The August 1st holiday joint cooperation event set off a wave of queuing to buy (picture taken from the cooperation website)
The August 1st holiday joint collaboration event set off a wave of queuing to buy at that time (picture taken fromPartner website)
In addition, there are also cases
Of co-branded collaborations between hand-shaken drinks and peers. For example, at the end of 2023, the popular Yayoi and Ichiri launched a limited-time co-branding, combining popular items from both parties to create a new drink, instantly igniting topics in the community. , causing the brands of both parties to explode in popularity. According to a related article from Internet Thermometer (2024.01), this wave of stronger co-branded products has indeed caused a significant increase in the brand’s online voice accumulation.
The online buzz of the Yiholi brand mobile number in from 2023/01 to 2024/01. In addition to the launch of the new Caozi Kueh milk tea, the buzz also reached a peak during the co-branding period with Ba Yao (picture taken from the Internet Thermometer)
The online popularity of the Yiholi brand from 2023/01 to 2024/01, in addition to the launch of the new Caozi Kueh milk tea, also reached a peak in popularity during the co-branding period with Ba Yao (picture taken fromInternet Thermometer.
2. Improve brand performance in the short term
After the traffic increases, sales buy self employed database and performance will naturally increase. At the same time, in addition to the new drinks themselves, the common hand-drink brand co-branded products sometimes also expand horizontally such as thermos cups, tumblers, beverage bags and other peripherals. Redeem through additional purchases or accumulated points, allowing brands to obtain more revenue sources before the event.
