Luckin Coffee Linkage “star” Carried Out Brand Marketing Strategy Research between 2021 to 2024

Abstract

With the popularity of We-Media, many food and clothing brands promote their products through short video platforms, but standing out among thousands of products has become a major difficulty for brand marketing. Most brands choose cross-field and co-branding to enhance brand awareness and attract consumers to buy. Reading literature to understand Luckin Coffee’s co-branding strategy, collecting public opinions and analyzing the promotion and marketing of Luckin Coffee’s brand on social media. This essay can reflect the impact and benefits of cooperation between brands and “stars”, so that brands can diversify their marketing methods. The study found that after cross-field cooperation, consumers will have greater interest in the brand, and even increase product sales. Such marketing can not only improve brand awareness, attract consumers in different areas, but also improve brand awareness, stimulate the brand to launch more fresh products, enrich the taste of products, and improve the loyalty of brand consumers.