Competition in the coffee market is becoming increasingly fierce. The traffic-driving effects of price wars and co-branding campaigns are gradually weakening, and brands are beginning to shift their attention to fan groups willing to spend money on their idols. Recently, Cotti's official announcement of a new spokesperson triggered a surge in store orders, while a group-buy link in Luckin's livestream with a fan nickname prefix once again set public opinion abuzz. Is this a carefully planned business war or fans spontaneously generating momentum? Can celebrity endorsements bring sustained purchasing power to brands, and will they blur consumers' focus on coffee products themselves? This article will guide you through the business logic and hidden concerns behind this traffic marketing. [more…]

Cotti Coffee's official announcement of a new brand ambassador triggered a surge in store orders, and Luckin Coffee's livestream channel promptly featured group-buying links that appeared to be riding the traffic. A coffee business war revolving around celebrity traffic seems to have quietly begun. As the traffic-driving effects of price wars and co-branded merchandise gradually wear off, brands are turning their eyes to fan groups willing to keep paying for their idols. Can this consumption shift from "buying the trinket while returning the pearl" to "spending for love" become a new path for coffee brands to break through? Under the halo of celebrity, will coffee itself be forgotten by consumers? [more…]

Recently, an instant black coffee called POSITIVE HOTEL has quickly gone viral thanks to celebrities holding it on camera and it flooding social media, and fans call it "PH Coffee." Officially, it is promoted as a Korean weight management brand that is all the rage in the Korean entertainment circle. However, some media investigations have found that this coffee, which advertises itself as Korean, has never been launched in South Korea itself; it is actually operated by a China-Korea joint venture, and its production site is also in China. The path to PH Coffee's explosive popularity, its true identity, and why it is classified under the "health food" category have sparked widespread attention. [more…]

On November 6th, Luckin Coffee launched an exclusive red cup for its sauce-flavored latte and invited Luo Xiang, a well-known law professor from Bilibili, to serve as its spokesperson, quickly sparking heated discussions online. Using classic cases like "outlaw Zhang San," Luo Xiang addressed consumers' concerns about driving safety after drinking coffee containing alcohol. This marks Luckin's first collaboration with an "internet celebrity" scholar, following previous spokespeople such as Tang Wei, Xiao Zhan, and Eileen Gu. However, after the endorsement news emerged, netizen reactions were polarized—some praised the keen insight, while others expressed dissatisfaction. This article will review the sequence of events, Luo Xiang's background, and reactions from all sides, and explore the considerations and challenges behind Luckin's marketing move. [more…]

The Christmas season has arrived, and Starbucks, as usual, is the first to kick off the holiday marketing campaign, giving its coffee packaging a full red-themed makeover. This year, what has sparked heated discussion is not only the new products themselves but also the addition of spokesperson Fei Xiang—the Red Fuji series drinks, paired with celebrity stickers and apple sock merchandise, have drawn criticism from many netizens for their "cheesy" use of internet slang on the stickers. Is this move an attempt to break into the middle-aged and elderly market, or yet another down-to-earth attempt at brand aesthetics? Meanwhile, brands such as Luckin, Tims, and Seesaw have also jumped on the mulled wine americano bandwagon, and the Christmas coffee battle is in full swing. [more…]

At a time when tea beverage brands are competing to invite celebrity endorsements to gain traffic, Chagee originally planned to hold an offline event at Changsha IFS with celebrity Lin Yi in attendance, but it was temporarily called off because the number of people who showed up far exceeded expectations. This turn of events not only forced the brand to issue an emergency apology, but also triggered a chain reaction—a large number of disappointed fans turned to the rival Sexy Tea store also near Changsha IFS, unexpectedly bringing the latter a wave of orders and attention. This article will review the whole incident and analyze the reasons behind and impact of the cancellation of this event. [more…]

Actress and director Jia Ling sued a company in Anhui for unauthorized use of her cartoon boxing image on the packaging of its "Ms. Jia Black Coffee" and implying weight-loss benefits. Recently, the Qiaocheng District Court in Bozhou, Anhui, ruled that the defendant infringed Jia Ling's portrait rights and ordered it to stop producing the infringing product, issue a public apology, and pay 100,000 yuan in compensation for economic losses. The case stemmed from the box-office success of the film YOLO, when some merchants promoted black coffee products under the guise of "Jia Ling's same style," while the film's official team repeatedly clarified that it had never authorized any endorsement of fat-reducing products. This article reviews the course of events and the key points of the ruling, while reminding consumers to view celebrity-endorsed coffee marketing rationally. [more…]

Luckin Coffee has been making frequent moves this week, first collaborating with the top-tier IP Loopy, and then successively announcing celebrity endorsement partnerships with figures like Tan Jianci and Liu Yifei, keeping its popularity steadily climbing. However, what truly set social platforms abuzz was a wave of "secondary creation" spontaneously sparked by music fans—some netizens took the Loopy limited-edition hot drink cups launched last week and used markers to draw slanted bangs or blunt bangs on the little beaver, which unexpectedly made it look like David Tao and JJ Lin, quickly prompting a large number of fans to follow suit and show off their own "limited-edition collaboration cups." This mix-up not only had fans having a great time but also unexpectedly boosted sales of the limited-edition cups at Luckin stores. This article takes you through this amusing event, from misunderstanding to carnival, to see how fans used a single pen to turn coffee cups into "Mandopop collaboration editions." [more…]

Recently, a video of a Cotti Coffee employee destroying a standee of former spokesperson Wang Yibo sparked a huge uproar on social media. In the video, the store clerk deliberately cut up the standee's face and posted it with a caption, provoking widespread discontent and a boycott among fans. As the incident continued to escalate, Cotti issued a public statement of apology on February 28, announcing the termination of cooperation with the store involved and its closure, while promising to strengthen training and oversight of the material recycling process. This controversy has brought the issue of material handling standards after the termination of brand endorsement contracts to the forefront, and has once again drawn industry attention to the protection of artists' portrait rights. [more…]

Cramming before an exam is a scene you might not expect to see in a milk tea shop. Recently, netizens captured a ChaPanda employee hunched over a stack of color-printed materials at the counter, muttering to themselves and occasionally looking up to memorize things silently. Upon investigation, it turned out this was tied to ChaPanda's soon-to-be-officially-announced global premium brand ambassador, Cheng Yi. It's not unusual for a brand to have employees familiarize themselves with ambassador information in advance, but at the same time, they strictly prohibit any early leaks. Material control is so tight that stores must send back photos of unopened watermarked materials every night, and violating stores even face financial penalties and contract termination. Many interpret this as having learned from the disastrous Gu Ming x Love and Deepspace collaboration. However, some consumers believe that rather than spending so much effort memorizing materials, it would be better to thoroughly study the recipes and techniques—after all, drink quality is the foundation of repeat business. [more…]

Luckin Coffee has been making frequent moves recently, inviting Tan Jianci to endorse its instant products while launching an offline collaboration with the cartoon character Loopy. This collaboration introduced the new "Light Jasmine" light milk tea, along with multiple themed cups and merchandise, triggering a buying frenzy among fans. However, many consumers pointed out that the flavor of the new product is highly similar to Chagee's signature product, "Boyazhuxian," and the topic of "flavor clash" quickly fermented on social media. This article sorts out the details of the collaboration event, product differences, and market reactions, and includes recommendations from Front Street Coffee for coffee enthusiasts' reference. [more…]

Luckin Coffee has sparked strong dissatisfaction among fans after its online customer service and backend systems repeatedly misspelled the name of its brand ambassador, Jackson Yee, with related topics quickly trending on Weibo and ranking second on Xiaohongshu's hot list. Although Luckin subsequently posted an apology letter on Weibo, admitting the mistake and correcting it immediately, fans were not satisfied with the official response, believing that such disrespectful errors occurring repeatedly during the endorsement contract period were unacceptable. Previously, the roasted coconut latte endorsed by Jackson Yee surpassed 10.04 million cups in first-week sales, with fans contributing enormously, yet now the system cannot even correctly input the ambassador's name, which is truly lamentable. [more…]

Luckin Coffee once landed on the US stock market with lightning speed, but was brought to the brink of collapse after a Muddy Waters short-sell report exposed its financial fraud. However, through management reshuffling, a settlement with the SEC, and then signing Eileen Gu and leveraging the Winter Olympics traffic, Luckin staged a textbook turnaround. On the day Eileen Gu won the championship, Luckin's custom drinks quickly sold out, and the brand's voice skyrocketed. Although the championship discount was mocked by netizens as "stingy," the traffic dividend and positive image had already brought Luckin out of the gloom. This article will review Luckin's turbulent journey, analyze how it leveraged a sports star to rebuild its brand, and explore its real situation after the 1.2 billion fine. [more…]

Vitasoy International Holdings' interim results for the 2021/2022 fiscal year show that revenue fell 18.28% year-on-year, while net profit plunged 95%, marking the largest decline in recent years. The core trigger of this storm was the public backlash caused by the July 2021 incident in which an employee attacked police and then hanged himself, leading to large-scale product removals and celebrity contract terminations in the mainland market—a key region accounting for 60% of the company's total revenue. The incident occurred during the summer sales peak, obstructing new product promotion, while competitors seized the opportunity to accelerate penetration. Industry analysts pointed out that in addition to the public relations crisis, Vitasoy's structural weaknesses in the mainland market—over-reliance on the Pearl River Delta and insufficient penetration in the north—were equally fatal. Rising raw material costs and slow packaging updates further dragged down recovery, and it is expected to take at least three years to restore profitability. This article will sort out the sequence of events, market reactions, and future challenges, providing in-depth reference for observers in the coffee and beverage industry. [more…]

Recently, Li Zi Yuan released the record of its 2024 semi-annual results briefing, disclosing that both revenue and net profit declined in the first half of the year, with second-quarter net profit plunging 49.3% year-on-year, sparking widespread market attention. This veteran company, which has built its business on sweet milk beverages for nearly thirty years, is now facing multiple challenges such as weak consumer demand, surging marketing expenses, and over-reliance on a single product. Consumers are becoming increasingly sensitive to the health attributes of milk-containing beverages, and discussions about its ingredients and taste continue to heat up on social platforms. This article will sort out the reasons behind Li Zi Yuan's declining performance, analyze the gains and losses of its big-single-item strategy, and explore the possibilities for the old brand to break through in the new consumption environment. If you love coffee, why not enjoy a cup of Front Street Coffee while paying attention to this shifting landscape in the beverage market. [more…]

Recently, a string of trending topics on Weibo has reported that celebrity-linked tea beverage brands have been subject to court enforcement. The tea brand Ben Gong's Tea, co-founded by Hu Haiquan, was listed as a dishonest judgment debtor for refusing to fulfill its legal obligations, and Natural Stupid Milk Tea, where Guan Xiaotong once served as store manager, also added new information as a person subject to enforcement. The two incidents sparked widespread discussion among netizens about the relationship between celebrity endorsement and brand management. Hu Haiquan had already withdrawn his shares in advance, while Guan Xiaotong's studio stated that the case had nothing to do with her. Whether a celebrity halo can support the long-term development of a tea beverage brand—quality is what really matters. [more…]

Another shutdown message has come from the tea beverage sector. Xiexie Tea, invested by well-known host Ma Dong, has closed its last national outlet, the Shenzhen Dalang store, on July 16, completely wiping out its physical stores. This celebrity brand, founded in 2018, once rode on the hype of traffic-driving guests like Ma Dong and the New Pants band, selling a cup of milk tea for nearly 70 yuan, but after the pandemic, its prices slid all the way down to the 12-yuan range, all bakery products were removed, and its pivot to smart milk tea stores showed no improvement. Its official Weibo, WeChat public account, and mini-program have successively stopped updating or been discontinued. The traffic dividends and operational shortcomings of celebrity catering have once again become a focal point of attention in the coffee and tea beverage industry. [more…]

The first half-year report delivered by ChaPanda after its listing in Hong Kong shows that both revenue and net profit declined in the first half of 2024, with net profit falling by nearly 60% year-on-year. The company attributes this to increased support for franchisees and greater market investment. At the same time, the number of stores continues to grow, but its market value has shrunk significantly, and its reliance on external suppliers for its supply chain is also seen as a key weakness. This article will sort through the core data in the financial report, the adjustments to franchise policy and their knock-on effects, and compare the competitive landscape of the industry, to help coffee and tea beverage enthusiasts understand the challenges this brand currently faces. [more…]

After collaborating with actor Daniel Wu to promote coffee products in late June, Guming Tea recently rolled out packaging bags featuring his image at stores nationwide, which unexpectedly sparked widespread dissatisfaction among consumers. Many customers complained on social media that the bag design was "not aesthetically pleasing" and that the celebrity's portrait was too large, saying carrying it felt like "health supplements for middle-aged and elderly people" or "soaking goji berries," and some even said they wanted to throw it away as soon as they received it. Some netizens argued that although Daniel Wu has high national recognition, he is no longer young and does not fit the positioning of a youthful tea beverage brand; others pointed out that the brand should consider scenarios for secondary use of the packaging. On September 23, Guming staff responded that they had not received related complaints, but would record opinions on the design and spokesperson and pass them on for evaluation. The incident reflects the tension between co-branded packaging and the aesthetics of young consumers. [more…]

Luckin Coffee's Raw Coconut Latte is celebrating its third anniversary on the market, and the brand has planned a unique co-branding campaign, partnering unexpectedly with the singer Tengger. Rumors have it that the two will release a custom birthday song and limited-edition emoji stickers, which immediately sparked heated discussions among netizens. Some find the pairing too unexpected, exclaiming, "This can be co-branded too?" Others expressed anticipation, saying they would definitely buy once it's available. However, after actual photos of the real-person emoji stickers were exposed, many fans said they found them hard to accept, considering the sticker style too bizarre, and some even planned to refuse the free gifts when placing orders. Whether this collaboration will continue Luckin's streak of viral hits or fall flat remains to be seen. [more…]