Luckin Coffee, which has collaborated 18 times this year, has been criticized and trending on social media.
On August 19th, the day before the official release of "Black Myth: Wukong", Luckin Coffee's co branded drinks and related merchandise were officially launched.
On social media platforms, many netizens have reported that they went to Luckin stores early in the morning to purchase joint packages, but because the system did not launch joint packages, they could not purchase them. After the system was updated, the joint packages were quickly sold out.
Source: Luckin Coffee App
A netizen posted on social media before 7:30 pm, saying, "On a beautiful Monday, I was played like a monkey by Luckin Coffee. The coupon for the joint gift of a grating card with Black Myth Wukong cannot be redeemed
It is reported that the joint drink of both parties is named "Tengyun American Style" and priced at 29 yuan/cup. The reporter saw on the Luckin ordering interface that the actual purchase price of "Tengyun American style" is not much different from the usual Ice American style price, with an actual ordering price ranging from 9.9 yuan to 15.9 yuan.
Package sold out, difficult to verify product coupons? Luckin responds
According to the China Securities Journal, for gamers, coffee may be secondary, with a focus on the surrounding area. The peripheral products of this collaboration include co branded cup sleeves, co branded paper bags, and limited edition 3D posters of Black Myth. Cup covers and paper bags can generally be obtained by placing an order, while 3D limited edition posters require purchasing a set meal containing two drinks to obtain for free.
The surrounding listings were sold out, there were problems after verification, some stores did not go on sale, etc. These problems attracted many netizens' roast on social media.
Multiple store poster packages sold out
According to the Southern Metropolis Daily, on the morning of August 19th at 10 o'clock, the reporter learned from the Luckin ordering mini program that many stores in Guangzhou still have "Black Myth: Wukong" co branded packages and related products, and some stores' co branded packages have already been sold out.
The reporter randomly visited 5 Luckin stores in Guangzhou and learned that 4 of them had sold out their co branded peripheral products before 11 am, and 1 store still had around ten peripheral products left. However, the co branded products of this store were also sold out before noon.
Netizen roast: Ruixing played a monkey
Wukong hasn't arrived yet, and I was tricked by Luckin as a monkey! "" The first difficulty of the 81st difficulty is that Luckin's joint package offers peripheral packages that cannot be ordered, and flash cards cannot be sent. The live broadcast room is full of insults, and players are being controlled in the store. "" Luckin's recent operation is a bit tricky A large number of consumers flooded into Luckin's live broadcast room and asked, "What time can it be verified
Source: Weibo
Some netizens roast that Tencent's American buyer show is far from the buyer show. Image source/social media screenshot
Luckin responds: The system has been fixed
Regarding this, the official response from Luckin Coffee stated that there was a brief issue with the package system this morning, which has now been fixed.
On the afternoon of August 19th, the official Weibo account of Luckin announced a restocking notice, stating that the merchandise for the joint package between Luckin and "Black Myth Wukong" is currently sold out. Luckin has developed a restocking plan, which is estimated to take about 15 days to produce.
According to the Southern Metropolis Daily, the reporter learned that the number of co branded peripheral products prepared by different stores varies, ranging from 5 to 20 sheets. A staff member revealed that "some large-scale stores may have prepared about 50 sheets." A staff member of a store that has already sold out peripheral products told the reporter that they will replenish them later, and the time required for different stores varies, about within a week. Another store clerk told reporters that the co branded products sold relatively quickly this time and it is uncertain whether they will be restocked the day after tomorrow.
Luckin has collaborated 18 times this year
Co branding is a marketing strategy that Luckin Coffee has always loved to adopt. Last year, the sauce flavored latte it co launched with Maotai went viral on WeChat Moments.
According to incomplete statistics, as of August 19th, Luckin has collaborated a total of 18 times this year, including brands such as Line Dog, "Rose's Story," anime LABUBU, Sesame Street, Beast Party, and Loopy.
On the performance level, the financial report shows that in the second quarter of this year, Luckin achieved a revenue of 8.403 billion yuan, a year-on-year increase of 35.51%; The net profit was 871 million yuan, a year-on-year decrease of 12.81%; Under non US Generally Accepted Accounting Principles, its adjusted net profit was 971 million yuan, a year-on-year decrease of 8.57%.
As of the end of June 2024, Luckin Coffee has 19961 stores, including 13056 self operated stores and 6905 joint venture stores. On July 18th of this year, the total number of Luckin stores officially exceeded 20000.
The poster for "Black Myth: Wukong" is hard to come by, and the physical gift box for the game is also being hyped up
Black Myth: Wukong "is an action role-playing game set in Chinese mythology, based on the classical Chinese mythological novel" Journey to the West ". Players take on the role of a "destined person" in the game, embarking on a journey to the west full of danger and wonder, exploring the truth of past legends. The game is developed by Game Science Company and uses the Unreal Engine 5. It will be released on Windows PC and PlayStation 5 platforms on August 20th.
On one hand, a set of Luckin Coffee ordering "posters" is hard to come by, and on the other hand, the posters have been hyped up early on on the second-hand trading platform.
When the Luckin package system malfunctioned in the morning, the reporter saw on a second-hand trading platform that posters around the Black Myth were priced at around 50 yuan and were once wanted by over 200 people. With the system repair, related peripheral prices have fallen slightly. Nevertheless, it still demonstrates the high popularity of the collaboration between Luckin and "Black Myth: Wukong" this time.
Source: Second hand trading platform
According to the 21st Century Business Herald, physical gift boxes for the game "Black Myth: Wukong" went on sale at 8 pm on June 10th. After the purchase channel was opened, the reporter immediately clicked on the purchase button to enter the payment interface and received a sold out prompt from the platform.
The official flagship store of "Black Myth: Wukong" has launched two game physical gift boxes, the deluxe version is 820 yuan, and the collector's version is 1998 yuan
According to the reporter's understanding, on the second-hand trading platform, sellers have offered more than 10 times the price of the 1998 yuan collectible gift box, and some sellers have even demanded nearly 30000 yuan.
A seller on a second-hand trading platform offered nearly 30000 yuan to resell the physical gift box of "Black Myth: Wukong"
This is the most financially valuable game peripheral recently, "said Chen Fei (pseudonym), a senior publisher in the gaming industry. While forwarding the purchase link for the physical gift box of" Black Myth: Wukong "to reporters, he also attached the above evaluation.
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