Introduction:The animated film "Ne Zha 2" has surpassed 14.9 billion yuan in box office revenue, prompting Luckin Coffee to be the first to collaborate with it, launching 12 limited-edition combo sets. This collaboration breaks away from the traditional limited-time rush purchase model — the merchandise is available without quantity limits and can be used at all stores, while the drink vouchers remain valid for three months. This article details the highlights of Luckin’s new rules and offers practical purchasing tips to help coffee enthusiasts easily get their hands on their desired merchandise.

The animated film "Ne Zha 2" has already broken through 14.9 billion yuan in box office earnings, becoming the top-grossing movie of the Spring Festival season, which has attracted brands such as Luckin, Chagee, and Guming to compete for partnerships. Among them, Luckin was the first to announce the collaboration details with "Ne Zha 2," releasing 12 co-branded combo sets, each including one all-day drink voucher and one limited-edition merchandise item. Notably, this collaboration boldly breaks industry conventions — the merchandise is not limited in quantity and does not require rushing to buy, and the drink vouchers can be used at any store nationwide with a validity period of up to three months.

Luckin is adopting a pre-sale system this time. Users only need to select a store and place an order during the pre-sale period. Once the official event begins, they can pick up the merchandise at the store. Unlike previous co-branded events, the limited-edition merchandise this timeis available without quantity limits, so consumers don’t need to stay up late to grab items or worry about stock running out. Additionally, the drink vouchers in the combo sets can beredeemed at any store nationwide within three months, offering greater flexibility in usage.

In the past, when brands collaborated with popular IPs, the common approach was to release limited-edition merchandise along with a two-drink combo package. Consumers often had to buy two drinks just to get a small piece of merchandise, and some even purchased over ten drinks in a short time just to collect the full set. This model was frequently criticized by consumers, who felt that brands were taking advantage of the situation to “cash in,” making it seem like they were paying mostly for the freebies.

In contrast, Luckin’s collaboration strategy this time is more consumer-centric. Not only does iteliminate the need for speed and set no purchase barriers, but it also removes the requirement of buying two drinks at a time, making it much easier to collect the merchandise. This change has earned praise from many fans, with some consumers even purchasing over ten combo sets just to collect the entire series of merchandise.

This collaboration between Luckin and "Ne Zha 2" has been dubbed by netizens as “treating consumers like human beings.” It not only refreshes the participation experience of co-branded events but also puts pressure on Chagee and Guming, which also secured the rights to collaborate. If these two brands fail to launch similarly consumer-friendly event rules later, they may face comparisons and criticism from consumers.

In summary, Luckin’s collaboration with "Ne Zha 2" not only offers a rich selection of limited-edition merchandise but also responds with real actions to past criticisms of co-branded events. For coffee lovers looking to get their hands on co-branded merchandise, this event provides a simpler and more user-friendly purchasing route — definitely worth paying attention to and participating in.

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