Study on the Success of the Joint Venture Between Luckin Coffee and Maotai

Research Article
Open access

Study on the Success of the Joint Venture Between Luckin Coffee and Maotai

Wanshan Zheng 1*
  • 1 Xin'an Middle School    
  • *corresponding author carol_zch@163.com
AEMPS Vol.188
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-175-4
ISBN (Online): 978-1-80590-176-1

Abstract

In 2023, Luckin Coffee joined forces with Maotai to boost the sales volume of coffee, resulting in a positive impact on consumers. And this research aims to analyze the motives behind forming a joint name with Maotai using fundamental marketing theories and explore the application of basic social psychology theories. Additionally, the author will assess whether this collaboration has brought about positive effects. By collecting data and examining facts, it becomes evident that the STP strategy is one of the most basic marketing skills employed in this cooperation. Also, psychological methods such as liking and identification have been utilized. This comprehensive study delves into the multifaceted reasons underlying the resounding success of the collaborative endeavor between Luckin Coffee and Maotai. Through meticulous analysis of extensive data and critical examination of relevant scholarly literature, a detailed account of the contributing factors is presented.

Keywords:

Luckin Coffee, Maotai, Business Partnership, Marketing Theories

Zheng,W. (2025). Study on the Success of the Joint Venture Between Luckin Coffee and Maotai. Advances in Economics, Management and Political Sciences,188,50-54.
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References

[1]. Smith, J. (2018). Brand Alignment in Strategic Partnerships. Journal of Marketing Strategies, 35(2), 120-135.

[2]. Johnson, A. (2019). Consumer Perception and Brand Loyalty in Joint Ventures. International Journal of Business Studies, 42(3), 250.

[3]. Wang, M. (2024). Marketing strategies for brand collaboration to assist enterprise transformation: A case study of Kweichow Maotai and Luckin Coffee. Modern Business, (08), 46-48. doi:10.14013/j.cnki.scxdh.2024.08.052.

[4]. Yan, Y., & Huang, J. (2024). The impact of the Luckin Coffee and Kweichow Maotai brand collaboration on consumers’ purchase intention. Modern Marketing (Late Edition), (08), 117-119. doi:10.19932/j.cnki.22-1256/F.2024.08.117.

[5]. Zhao, Y., & Wang, Y. (2024). Research on the marketing communication strategies of the “Sauce-flavored Latte” brand collaboration. News World, (04), 50-53. doi:10.19497/j.cnki.1005-5932.2024.04.012.

[6]. Zhao, Y., & Wang, Y. (2024). Research on the marketing communication strategies of the “Sauce-flavored Latte” brand collaboration. News World, (04), 50-53. doi:10.19497/j.cnki.1005-5932.2024.04.012.

[7]. Luckin Coffee Inc. (2024, February 23). Luckin Coffee Inc. Announces Fourth Quarter and Full Year 2023 Financial Results. https://investor.lkcoffee.com/news-releases/news-release-details/luckin-coffee-inc-announces-fourth-quarter-and-full-year-2023

[8]. Liu, E. (2025). Analysis of Marketing Strategies of POP MART. Advances in Economics, Management and Political Sciences, 149, 22-31.

Cite this article

Zheng,W. (2025). Study on the Success of the Joint Venture Between Luckin Coffee and Maotai. Advances in Economics, Management and Political Sciences,188,50-54.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development

ISBN：978-1-80590-175-4(Print) / 978-1-80590-176-1(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.188
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
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References

[1]. Smith, J. (2018). Brand Alignment in Strategic Partnerships. Journal of Marketing Strategies, 35(2), 120-135.

[2]. Johnson, A. (2019). Consumer Perception and Brand Loyalty in Joint Ventures. International Journal of Business Studies, 42(3), 250.

[3]. Wang, M. (2024). Marketing strategies for brand collaboration to assist enterprise transformation: A case study of Kweichow Maotai and Luckin Coffee. Modern Business, (08), 46-48. doi:10.14013/j.cnki.scxdh.2024.08.052.

[4]. Yan, Y., & Huang, J. (2024). The impact of the Luckin Coffee and Kweichow Maotai brand collaboration on consumers’ purchase intention. Modern Marketing (Late Edition), (08), 117-119. doi:10.19932/j.cnki.22-1256/F.2024.08.117.

[5]. Zhao, Y., & Wang, Y. (2024). Research on the marketing communication strategies of the “Sauce-flavored Latte” brand collaboration. News World, (04), 50-53. doi:10.19497/j.cnki.1005-5932.2024.04.012.

[6]. Zhao, Y., & Wang, Y. (2024). Research on the marketing communication strategies of the “Sauce-flavored Latte” brand collaboration. News World, (04), 50-53. doi:10.19497/j.cnki.1005-5932.2024.04.012.

[7]. Luckin Coffee Inc. (2024, February 23). Luckin Coffee Inc. Announces Fourth Quarter and Full Year 2023 Financial Results. https://investor.lkcoffee.com/news-releases/news-release-details/luckin-coffee-inc-announces-fourth-quarter-and-full-year-2023

[8]. Liu, E. (2025). Analysis of Marketing Strategies of POP MART. Advances in Economics, Management and Political Sciences, 149, 22-31.

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