Introduction:After the酱香拿铁 became a phenomenon-level hit, rumors have been swirling about another collaboration between Luckin Coffee and Moutai. This time, the star is the “Year of the Dragon Soy Sauce Aroma Chocolate.” The similar formula has sparked heated discussion online — some question whether it’s a marketing ploy to clear inventory, while others are excited about the new flavor. What kind of market strategy lies behind this new product? How does it differ from traditional co-branding? This article will delve into the business logic and consumer reactions behind it.

Last year, the酱香拿铁 launched by Luckin Coffee in partnership with Moutai immediately triggered a buying frenzy and became a classic case of cross-industry collaboration. Recently, online rumors have resurfaced that the two brands are set to launch a “Year of the Dragon Soy Sauce Aroma Chocolate,” sparking widespread discussion. It is reported that the main ingredients of this new product include chocolate, soy sauce aroma Moutai thick milk, milk, and coffee liquid, which bear a strong resemblance to the base of the酱香拿铁.

As soon as the news broke, public reaction was sharply divided. Some speculated that its taste might resemble liqueur-filled chocolate, bluntly commenting, “This is going to be disgustingly sweet” and “Truly unimaginably bad.” Others believe this could be a routine move by the brand to use old formulas to clear raw material stock. In fact, Luckin has previously introduced new products by slightly adjusting the formulas of existing drinks, such as the Chu Orange Latte and Big Orange Luck Americano, both of which were accused of being designed to digest inventory.

From a market strategy perspective, this high-frequency product rollout helps maintain brand momentum, but it also raises questions about the substance of actual product innovation.Image source: Internet Although Luckin has partnered with multiple brands within a month — including Chu Orange, Little Blue and His Friends, and the 2024 Australian Open — some of the new offerings have been criticized as mere slight tweaks to existing formulas.

For chain brands, ingredient stockpiling is a common challenge. While creatively combining existing materials is understandable, consumers are more eager for truly groundbreaking new products. The final performance of the Soy Sauce Aroma Chocolate still awaits market validation on whether it can replicate the success of the酱香拿铁.

The above content is compiled by CoffeeHunters, a coffee news website.