Recently, Mstand opened a pop-up store called Mstand Market on the first floor of Teemall in Guangzhou, mainly selling merchandise. The store displays various cups, bags, and other merchandise, while coffee has become a supporting role in the package deals. This "buy merchandise, get coffee free" model has sparked heated discussions among consumers, with longtime customers saying it puts the cart before the horse. Mstand, once recognized for its coffee quality, has now become a topic of discussion because of its merchandise, and is even jokingly called "a coffee shop that survives by selling merchandise." The inconsistent quality of the merchandise and controversial pricing strategy make the brand's positioning shift lamentable. [more…]

Recently, a plastic washbasin offered by Mixue Bingcheng as a周边 (merchandise) for spending 15 yuan or more has sparked widespread discussion online. This plastic washbasin, printed with the brand's mascot Snow King, breaks the conventional impression that tea beverage brand merchandise must be exquisite and attractive, with its plain and simple appearance and highly down-to-earth positioning. Netizens verbally complained that it was "ridiculous," yet couldn't help placing orders. It is worth noting that this merchandise is not available in stores nationwide, but is concentrated in certain areas of Jiangsu and Zhejiang, which has made many fans envious. As a tea beverage brand known for low prices, affordability, and being down-to-earth, Mixue Bingcheng's move, though surprising, is actually quite reasonable upon reflection. This article will start from this phenomenon and explore the current state and changes of limited-edition merchandise from tea beverage brands. [more…]

In recent years, coffee and milk tea brands have been rolling out all kinds of merchandise giveaways beyond the drinks themselves—from cup sleeves and paper bags to hair clips, coin purses, and even coffee-scented candles and co-branded perfumes. These seemingly inconspicuous little items are becoming a key factor in attracting consumers. When many customers buy drinks, their focus has shifted from taste to whether they can get limited-edition merch, and some even place repeat orders just to complete a giveaway set. Behind this marketing strategy lies both the consumer psychology of non-monetary promotions and an attempt by the tea beverage industry to break through amid intensifying competition. Starting from this phenomenon, this article will analyze how giveaway promotions influence purchasing decisions, and explore how cases such as Saturnbird's "Return Flight Program" achieve a win-win for brand publicity and environmental image, while also retaining relevant recommendations for Front Street Coffee. [more…]

In the depths of winter, Mixue Bingcheng has once again become a hot topic thanks to its "Northeast Big Floral" elements. The brand launched a series of fridge magnets featuring floral padded jackets and crispy fries merchandise, drawing consumers in with rich Northeastern flair. However, unlike last year's nationwide campaign, this year only certain regions can participate, sparking discontent among southern consumers. At the same time, out-of-stock merchandise has also hurt the experience for some customers. This article sorts through the details of Mixue Bingcheng's marketing campaign, the cultural background of the Northeast Big Floral, and the current state and hidden concerns of merchandise promotions in the new tea beverage industry. [more…]

Luckin Coffee's collaboration with "Black Myth: Wukong" ignited the market, with the lenticular card posters selling out rapidly and sparking consumer dissatisfaction. After the official promise of restocking within 15 days, some stores gradually received new supplies, but customers discovered that the production date on the newly arrived posters was July 15, the same as the first batch, raising questions that the brand was passing off old inventory as restocked goods, which once again triggered discussions about Luckin's marketing strategy. The incident exposed multiple issues in the supply chain and inventory management of collaboration merchandise, and also made consumers doubt the brand's sincerity. [more…]

Luckin Coffee's recent collaboration with the claymation character Pingu has sparked considerable discussion. In the early stage of the campaign, consumers had to buy designated set meals or two cups of the new drink to get the merchandise, and many fans placed orders at full price or even stockpiled coffee coupons for this. However, not long after the campaign ended, Luckin released the same merchandise again with a lower threshold or even for free, leaving consumers who had bought at a high price earlier feeling dissatisfied. At the same time, employees reported on social platforms that the merchandise was selling poorly, with inventory piling up at some stores, and materials such as stickers even being discarded or given away. From the teaser phase to the rerun, this collaboration reflects the gap between a brand's marketing节奏 and consumers' expectations. [more…]

Starbucks China officially announced on January 16 a collaboration with the Chinese animated classic Havoc in Heaven, launching a transforming cold brew latte and reusable straw merchandise inspired by the Golden Cudgel, set to go on sale on January 19. Once the news broke, loyal fans and IP enthusiasts were highly excited, but after launch, many netizens found that only the straws were available, while the most anticipated Monkey King head-shaped merchandise was nowhere to be found. Stores in Beijing, Liaoning, Guangdong, Shanghai and other places had very little material, prompting some to joke, "No head, what use is this iron stick?" Although the official had stated in advance that except for the launch cities, stock would arrive between the 21st and 25th, the pace of releasing drinks first and merchandise later, teasing appetites, still left many consumers disappointed. This article reviews the entire collaboration event and netizen feedback, and also reminds brands to prepare more thoroughly when planning such activities. [more…]

Heytea's collaboration with table tennis champion Fan Zhendong has sparked a buying frenzy, with limited-edition fridge magnets and luggage tags selling out within minutes of release, prompting many fans to complain that getting one was as hard as snagging concert tickets. Store employees revealed that each branch received very few of the merch items, to the point that even they couldn't get their hands on any. However, some netizens discovered that scalped items had already appeared on second-hand platforms at inflated prices, listed even earlier than the official promotion, raising suspicions that insiders were withholding stock for profit. Whether it's insufficient inventory or artificial scarcity marketing, consumer discontent is spreading, and the brand's collaboration strategy is facing a real test. [more…]

As temperatures drop, many Chagee fans have dug out scarves, shawls, and other merchandise they snapped up during previous limited-edition promotions, ready to work them into their everyday outfits. However, multiple consumers report that these scarves began fraying at the edges and shedding yarn shortly after use or washing. From Guangdong to Suzhou and Chongqing, fans everywhere have been posting photos of their scarves "falling apart," sparking widespread discussion about the quality of the brand's merchandise. This article sorts through consumers' experiences, craft analysis, and the hidden concerns behind brand merchandise marketing, offering reference for coffee lovers. [more…]

The recent collaboration between Heytea and Japanese artist Yayoi Kusama has sparked widespread attention, with the two parties combining polka dot art with the boba tea series under the theme "Add Some Boba to the World." This marks the first cross-industry collaboration between the 95-year-old Yayoi Kusama and a Chinese new-style tea beverage brand. Limited-edition merchandise such as mugs and metal keychains sold out quickly after launch, driving up prices in the secondary market. Some consumers turned to scalpers for proxy purchases, but questioned the contradiction between order times and store sold-out notices. Heytea employees responded to this, and the incident also reflects the scalper chaos behind the rush for tea beverage collaboration merchandise. [more…]

Luckin Coffee recently released its 2023 financial report, with sales surpassing Starbucks China to become the top player in the domestic coffee market. However, the significant reduction of the 9.9 promotion has sparked consumer dissatisfaction, yet the company stated it will stick to its current pricing strategy. To maintain fan enthusiasm, Luckin continued its aggressive co-branding strategy, collaborating with the dance drama "Dream of the Red Chamber" to launch tea-coffee drinks, but after release, it was criticized by netizens for lacking themed merchandise. Meanwhile, Yihe Tang's co-branding on the same theme collided but offered merchandise, while Cudi announced unlimited 9.9 promotions, putting Luckin in an awkward position. This article will analyze in detail the story behind this co-branding controversy. [more…]

Mixue Bingcheng recently launched an unexpected new piece of merchandise—an eye chart covered with the Snow King's face. Customers who bought the blueberry fruit tea received this special poster, which quickly sparked widespread discussion on social media. Some found it quirky and fun, and made a point of going to stores to get one and test their eyesight themselves; others questioned its accuracy as a vision testing tool. This controversy, sparked by a promotional giveaway, showcases Mixue Bingcheng's consistently down-to-earth marketing style while also prompting reflection on the boundary between creativity and practicality in branded merchandise. [more…]

On the eve of Valentine's Day, Starbucks as usual launched its Rose 20 series drinks and a limited-edition bouquet-holding bear charm. However, reactions this season have been sharply polarized: on the drinks side, the new items use an extract from double-petaled roses, and the sugar-free formula had some consumers praising the natural floral aroma, while others said the scent was too intense and hard to accept; on the merchandise side, the bouquet-holding bear charm drew widespread complaints over quality-control issues, with flaws such as crooked eyes and mouth, a single eye, and multiple ears appearing frequently, leaving many fans who ordered it for its cute look deeply disappointed. What has upset longtime customers even more is that this is already Starbucks' second plush merchandise flop in a short period; the rabbit plush that previously came with a ceramic cup was also widely mocked for its uneven appearance. Will a string of quality problems affect the brand's reputation in the merchandise market? This article will take you through the whole story. [more…]

As the Spring Festival approaches, major chain beverage brands are rolling out festive limited-edition merchandise to boost sales. Heytea recently launched a fat-burning slimming bottle with added lotus leaf tea, along with a two-cup set that comes with a New Year limited-edition "oil-absorbing paper." However, this merchandise unexpectedly backfired—a red lucky money envelope packaging containing white oil-absorbing paper made many consumers in Guangdong and Guangxi uncomfortable, as they considered it a New Year taboo and exclaimed "Dai Gat Lei Si" (a Cantonese phrase meaning "bad luck"). While pursuing creativity and festive atmosphere, should brands give more consideration to regional customs and differences? This article will walk you through the entire incident and various perspectives. [more…]

Currently, China's beverage industry is witnessing an intriguing cross-boundary phenomenon: tea drink companies want to enter the coffee sector, while coffee companies try to grab a share of the milk tea market. At the intersection of tea and coffee, a new category is being born—tea-coffee. As a global coffee industry giant, Nestlé, facing pressures such as the continuous contraction of the instant coffee market and brand aging, launched a special tea-coffee series in July this year, featuring three flavors: orchid jasmine, osmanthus oolong, and da hong pao. Three months after its launch, Nestlé teamed up with the Onmyoji mobile game for cross-boundary marketing, attempting to extend from young people's first cup of coffee to their first piece of merchandise. How has the market responded to this drink that combines caffeine and tea polyphenols? And why has the co-branded merchandise received such high praise? This article provides a detailed analysis. [more…]

Co-branding between chain brands has long become commonplace, yet Luckin Coffee's frequent moves in co-branded marketing still turn heads. From cross-industry collaborations to routine co-branding, Luckin has consistently demonstrated keen market instincts and creative capabilities. On January 22, Luckin joined hands with artist Han Meilin for a second time to launch Year of the Dragon limited-edition co-branded merchandise, with paper bags and cup sleeves rolling out nationwide. Subsequently, Luckin officially launched the call "Every generation has its own merch makeover frenzy" on Xiaohongshu, sparking a creative carnival among Luckin's craftspeople. From pen holders and picture frames to oracle bone script mahjong and Chinese-style oil-paper umbrellas, netizens transformed free merchandise into works of art brimming with ingenuity. This article will take you through the highlights of this zero-cost DIY merch craze, letting you feel the creative vitality that comes from brand-consumer interaction. [more…]

The collaboration between Goodme and Honkai: Star Rail was supposed to be a fan frenzy, but it turned into a reputational crisis due to severe merchandise shortages. On the first day of the event, the official mini-program queue exceeded 1.2 million people, stores in many locations sold out within 3 hours, and high-priced complete merchandise sets appeared on second-hand platforms. Although the brand claimed to have prepared "the largest inventory in history," compared with the previous Love and Deepspace collaboration, whose stock was only one-third of this amount, it clearly underestimated players' purchasing power. What dissatisfied fans even more was that many stores explicitly stated they would not restock, causing the collaboration to end early. This imbalance between traffic and reputation sounded a warning for co-branded marketing in the coffee and tea beverage industry. [more…]

Luckin Coffee recently collaborated with the "Havoc in Heaven" IP to launch Olympic-themed limited-edition merchandise, but the co-branding campaign that was initially highly anticipated unexpectedly fell flat. Although many consumers frequently placed orders to collect the merchandise in the early days of the campaign, the subsequently released gold-stamped postcards failed to sustain the momentum. Staff at many locations reported that very few postcards were given out, in stark contrast to the previous week's frenzy when cup sleeves and stickers sold out. Consumers generally felt that the merchandise offered poor value for money, with nearly ten yuan of a two-cup combo going toward six pieces of paper, lacking practicality and appeal. This article will analyze in detail the reasons behind the co-branding campaign's cold reception, compare it with the earlier successful collaboration with "The Tale of Rose," and explore the timing, conditions, and human factors required for successful co-branding marketing. [more…]

The livestream e-commerce wave has swept across every industry, and coffee giant Starbucks has not been able to stay on the sidelines. Its first foray into Taobao livestreaming set an impressive record: over 160,000 cups of coffee sold and more than 3,000 merchandise items snapped up in seconds within 5 hours. This not only astonishes people with its top-tier traffic but also brings new ideas to the traditional marketing model of the beverage industry. This article will take you through the data and strategies behind Starbucks' livestream, and explore how new brands can leverage new channels to break through. At the same time, the performance of brands like Front Street Coffee is also worth noting. [more…]

Luckin Coffee recently announced a co-branded collaboration with the popular Japanese anime Demon Slayer, launching a series of themed merchandise, including takeaway cups, paper bags, cup sleeves, stickers, acrylic standees, and fridge magnets. However, after the campaign went live, the merchandise did not sell as well as expected and instead ended up languishing on the shelves. Fans widely reported that the bundle prices were too high, especially the 229-yuan eight-drink bundle, which deterred many people. In addition, some loyal fans pointed out that the merchandise artwork consisted of old images already released by the official brand and lacked novelty. Front Street Coffee noted that the market response to this collaboration stands in sharp contrast to Luckin's previous co-branded campaigns, sparking discussions about brand collaboration strategies and fan consumption psychology. [more…]