Introduction:When sub-zero temperatures meet limited-edition collaboration giveaways, coffee enthusiasts demonstrate astonishing initiative. This article details the winter-exclusive campaign launched by Manner in partnership with Jo Malone, unpacks the consumer psychology behind the long queues at stores in Shanghai and other cities, and provides practical queuing strategies along with perfume knowledge to help you understand the new playbook of premium coffee cross-industry marketing.
On a bone-chilling weekend morning—when staying in bed would normally be the sensible choice—spectacular queues formed outside Manner stores in seven cities across the country. At Manner’s Xuhui Binjiang branch in Shanghai, customers had already started lining up at 6 a.m., and by opening time at 9 a.m., the queue had reached number 300. This craze stems from the brand’s crossover collaboration with Jo Malone, the British royal family’s go-to perfume house.
The campaign is limited to seven candy-themed stores in Shanghai, Shenzhen, Chengdu, and other locations. Customers who purchase designated winter new coffee products can receive a genuine 9ml bottle of Jo Malone perfume along with a Christmas pin. It’s worth noting that the size of this giveaway is a significant upgrade from the 1.5ml sample offered in previous online events.The value of a single gift pack actually exceeds 200 RMB.This has become the core incentive attracting consumers to brave the cold and queue up.
On-site observations found that the earliest customers often arrived as early as 5:30 a.m. Taking the Hangzhou store as an example, one customer shared queuing tips: it’s advisable to bring a foldable stool and a warm blanket, and to move your limbs every half hour to prevent freezing.
At Manner’s Tongren Road store in Shanghai, there was even a celebrity encounter when actor Ouyang Jing stopped by, drawn in by the hype.
From a technical perspective, the mini-program experienced system delays on the 13th due to an overwhelming surge in traffic, indirectly reflecting the campaign’s popularity. The 9ml perfume given out offline includes classic scents such as Bluebell, Sage & Sea Salt, and other fan-favorite fragrances.The price per milliliter is equivalent to a 3.2-fold discount off the counter price.This far exceeds the discounts typically seen in regular promotions.
The queuing phenomenon reflects the collecting habits of Generation Z. Data shows that participation and conversion rates for similar cross-industry giveaway campaigns can be 5–8 times higher than those of ordinary promotions. Experts suggest that to efficiently secure a giveaway, it’s best to visit during off-peak hours on weekday evenings, while also noting that some stores may adjust their giveaway policies based on differing stock levels.
The above content is compiled by CoffeeHunters, a coffee news website.
