The cooperation was terminated on the same day.

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However , the joint venture may not necessarily go viral, but it may lead to ineffective marketing or even " failure " . In December 2022 , Shanghai Auntie officially announced a joint event with the otome game "Light and Night Love", and launched customized beverage paper cups and other activities. However, three hours after the official announcement, The gaming party that terminated the cooperation revealed that there were incidents on various social platforms such as milk tea shop employees stealing materials and privately selling cooperation gifts, and there were also cases where employees of the cooperation party verbally insulted players and the male protagonist of the game.




In response to this, Shanghai Auntie issued an apology statement that evening, expressing severe criticism of the store involved and dismissing the employees involved. From an industry perspective, brand co-branding marketing attempts to find new growth, but this is not a profitable business. The founder of an online tea brand once revealed to a indonesia whatsapp number data reporter from the Times Weekly that the new tea industry is highly competitive, and more and more brands are more concerned about how to grow their scale and how to make more money, ignoring the essential issue : what are the real needs of consumers ? " Can tea brands really solve consumer demand by launching 20 new products, 20 joint ventures, or opening 20 times more stores in a year? In fact, many new tea brands have not thought about this issue clearly.


" The founder of the above brand admitted. " The joint ventures of various brands can only bring short-term market popularity and extremely high turnover that is difficult to maintain. " Consulting firm Frost & Sullivan revealed in a study that if you want to survive in the freshly brewed tea market for a long time and gain a place, you still have to rely on the taste and reliability of the product itself. Author: Tu Mengying Source public account: No. 19 Business Research Society , returning to the essence of value.