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Brand Co-branding Marketing Strategy Analysis --Taking Luckin and Moutai Co-branding as an Example
- 1 Shinyway Education, Hangzhou, Zhejiang, China, 310058
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Abstract
With the growing diversity of marketing tools, co-branding has become a key strategy for major brands. By collaborating and launching products featuring elements from both brands, companies leverage shared popularity to achieve synergy. Luckin Coffee, a leading player in the beverage industry, exemplifies successful co-branding. Striving to become China’s largest coffee chain by 2023, Luckin focuses on offering high-quality, affordable, and convenient products. Its collaboration with Moutai showcases the power of cross-industry partnerships, combining strengths to attract a broader consumer base and boost purchase interest. This paper examines Luckin's co-branding with Moutai, analyzing the advantages from 4P perspectives and consumer psychology. It explores marketing strategies, consumer perceptions of co-branded products, and how to craft a co-branding approach that drives high attraction, traffic, and returns. The findings highlight key factors for successful co-branding and provide valuable insights for other brands looking to adopt this strategy. Luckin and Moutai’s collaboration serves as a benchmark, offering actionable guidance for businesses aiming to maximize the potential of co-branding initiatives.
Keywords
brand marketing, co-branding analysis, Luckin Coffee, crossover co-branding
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Cite this article
Lin,Y. (2025). Brand Co-branding Marketing Strategy Analysis --Taking Luckin and Moutai Co-branding as an Example. Advances in Economics, Management and Political Sciences,165,57-61.
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Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
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