What Does the Cotti Coffee Press Release Change for Buyers?

Cotti Coffee announced its Ne Zha 2 collaboration with rules that set it apart from past movie tie-ins. The chain released 12 packages, each holding one voucher for any drink on the menu plus one limited-edition merchandise item. Merchandise has no quantity cap and no scramble period, and drink vouchers work at stores nationwide for three months.

The film has passed 149 million at the box office, and Cotti, Chagee, and Goodme all secured collaboration rights. Cotti was first to publish details, using a pre-sale system for merchandise distribution. Online reaction has been positive, and the move puts pressure on Chagee and Goodme, which have not yet shared their own plans.

"Ne Zha 2" has broken 149 million at the box office, becoming the biggest winner of the Spring Festival season, and Cotti Coffee, Chagee, and Goodme have secured collaboration rights from among numerous competitors. Cotti was the first to announce the collaboration details, rolling out 12 packages, each containing 1 voucher for any drink on the menu and 1 limited-edition merchandise item, with no limits on merchandise quantity, no need to scramble for purchases, and drink vouchers valid nationwide within three months. This unconventional move has been praised by netizens as "treating consumers like human beings," forming a sharp contrast with the previous collaboration model of limited quantities bundled with two-cup minimum purchases, and it has also put pressure on Chagee and Goodme, which have yet to announce their details.

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When it comes to the most talked-about IP recently, it has to be the animated film "Ne Zha 2" — its box office has already surpassed 14.9 billion. The film led the pack throughout the Chinese New Year holiday season, winning a huge following among audiences. As the film's popularity continues to rise, speculation about which brand would team up with this IP has also intensified. In the end, Cotti Coffee, Chagee, and Goodme emerged victorious from among numerous contenders, securing the entry ticket for collaboration.

(Image screenshot from Cotti's Weibo)

Recently, Cotti gradually revealed the limited-edition themed drinks and various merchandise designs for its collaboration with "Ne Zha 2," sparking widespread attention and discussion among fan communities, and building hype ahead of next week's official event. However, rather than the drinks and merchandise themselves, what truly kept onlookers buzzing was the activity rules Cotti set for this collaboration.

It is understood that Cotti adopted a pre-sale system for merchandise distribution this time, rolling out a total of 12 collaboration packages, each containing 1 voucher for any drink on the menu and 1 limited-edition merchandise item.

Unusually, the official announcement explicitly stated that the limited-edition merchandise would be available without quantity limits, so merchandise fans need not scramble — as long as they select a store and order a package during the pre-sale period, they can pick up their desired merchandise at the store once the official event begins. The drink vouchers included in the packages can be redeemed at any store nationwide within three months. No need to race against time, no need to binge-drink, no need to choose specific drinks, no need to worry about items selling out — Cotti's approach surprised many and won unanimous praise from merchandise collectors.

You see, in the past, when chain brands collaborated with popular IPs, most adopted the practice of bundling limited-edition merchandise with designated drinks and selling them as two-cup packages. This unwritten rule has drawn complaints from merchandise fans at every collaboration event — having to camp out and scramble to get the merchandise, and being forced to buy two cups when one person can't even finish one.

If they wanted to collect the full set of merchandise released by a brand, those "buying the box for the pearl" consumers might have to purchase a dozen or more drinks in a short period. Some consumers have revealed that in order to get a single fridge magnet, they set a personal record of drinking three cups in one day.

Because of this, in recent years many netizens have bluntly said that some brands' collaboration events are essentially "harvesting leeks," mocking themselves for lining up early at stores to grab merchandise like "suckers." Some also pointed out that certain merchants have blurred their own positioning through one collaboration after another, making it unclear whether they're selling drinks or selling general merchandise.

Compared with all the past collaboration events, the rules for Cotti's cooperation with "Ne Zha 2" are not only "refreshingly unconventional" but also break the industry's existing unspoken collaboration "rules." Netizens sighed that "finally there's a collaboration that treats me as a consumer rather than a leek," while simultaneously placing orders, buying over a dozen packages in one go.

However, although Cotti adopted consumer feedback, significantly adjusted the collaboration rules, and continuously optimized the details in the process — winning praise from a large number of fans — it has also put pressure on Chagee and Goodme, which have yet to announce the details of their collaboration events. After all, if their subsequent performance fails to reach the level of satisfying the public as Cotti did, they will inevitably be compared or even dragged down by netizens.

Image source: Internet

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