On Monday, the news that Kweichow Moutai and Luckin Coffee jointly launched the "Maotai Latte" swept the screen of Moments, detonating hot searches on Weibo, and even refreshed with "5.42 million cups+" sales and "100 million yuan+" sales A single product record. Can this cup of "coffee + wine" ready-made drink lead a new consumption trend and open a new era of cross-border cooperation between consumer brands?
On September 4, Ruixing Coffee announced a strategic cooperation with Kweichow Moutai, becoming the first Chinese chain catering brand to reach a strategic cooperation with Kweichow Moutai.
Pine Guo Finance learned that the two parties launched the innovative product "Maotai Latte" at the "Luckin Coffee × Kweichow Moutai Strategic Cooperation Launching Ceremony". Enjoy the perfect combination of wine and coffee. On the same day, this coffee and wine product has been put on the shelves of Luckin Coffee stores across the country.
Both Luckin Coffee and Kweichow Moutai are well-known consumer brands in China. The cooperation between the two parties is undoubtedly a major event in the consumer industry.
In this regard, Guo Jinyi, chairman and CEO of Ruixing Coffee, said on the spot: "As the leading brand of Chinese liquor, Kweichow Moutai has always adhered to the quality concept of 'ingenuity and quality', which coincides with Ruixing Coffee's core value of 'quality first' combine."
Regarding the new product "Sauce Latte", he pointed out, "The starting point of the strategic cooperation between the two parties is to provide consumers with products and services of higher quality and better experience. In the past few months, the teams of both parties have worked closely together. Through cooperation and joint efforts, after several rounds of strict product taste testing and optimization and adjustment, the Maotai Latte is finally released today, which is also a concrete embodiment and perfect combination of the two brands' ingenuity and innovative spirit."
At the launching ceremony, Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, also said: "The 'Maotai Latte' developed in cooperation with Ruixing this time uses IIAC Gold Award coffee beans as raw materials, and each cup contains 53% Kweichow Moutai. Hundreds of adjustments by the professional team have achieved the perfect fusion of rich sauce aroma and mellow coffee aroma, which can bring double drinking pleasure. We will always keep in mind the corporate mission of 'brewing high-quality life', just like Ruixing's 'creating luck' Just like “moments, arouse the desire for a better life”, they all take “a better life” as their starting point and foothold, and continue to refine quality, innovate products, enrich supply, improve a quality of life, and create a way of life.”
It can be seen that, as two leading brands from different industries, Luckin Coffee and Kweichow Moutai have the same pursuit of high quality.
As the leader of China's chain coffee industry, Luckin Coffee's brand and scale advantages continue to expand. As of the end of the second quarter of 2023, the total number of Ruixing Coffee stores has reached 10,836, and the cumulative number of consumer customers has exceeded 170 million. The total net income in the second quarter reached 6.2014 billion yuan.
The driving force behind Luckin Coffee’s scale expansion is the strong quality control system of the entire industry chain, and the pursuit of raw material quality.
On the one hand, Luckin controls every link from product development, supply chain management, warehousing and logistics to store operations to ensure that every cup of Luckin coffee is of the same quality. Now, after years of polishing by Wanjia stores, its "standardization" ability has been recognized by all walks of life.
On the other hand, Luckin Coffee selects high-quality coffee beans from all over the world, which come from different coffee-producing regions and have different flavors and characteristics. In order to ensure the quality of coffee beans, Luckin Coffee has built a fully automatic intelligent coffee roasting base, which can perform optimal roasting according to different coffee beans. Luckin Coffee also has a team of bean hunters who go all over the world to find fresh and high-quality coffee beans, bringing more choices and experiences to consumers. This is the "Global Bean Hunting Journey" launched by Ruixing in March.
Originating from the common "high-quality" concept, Luckin Coffee and Kweichow Moutai have reached this strategic cooperation. While bringing innovative product experience to consumers, they will also innovate product experience, lead new consumption trends, and open up new markets. Opportunities stimulate the vitality of both companies.