Countdown 3 days! Kweichow Moutai(600519.SH) teams up with Luckin Coffee again to launch new products. Will it be a big hit this time?

After the success of Sauce Fragrant Latte, Kweichow Moutai (600519.SH) and Luckin Coffee (LKNCY.US) are once again collaborating. On January 19th, Luckin Coffee and Kweichow Moutai announced on their official Weibo accounts that they will release a new product for the Chinese New Year on January 22nd. It is rumored that the new product will be Sauce Fragrant Chocolate Beverage. In the secondary market, as of the closing on January 19th, Kweichow Moutai rose 1.50% to 1635 yuan. A Luckin Coffee employee stated that the new product will be priced similarly to the Sauce Fragrant Latte, and will mainly consist of chocolate pre-mixed liquid and thick milk with liquor flavor, without coffee. The thick milk contains Moutai liquor. Previously, on September 4th, 2023, Moutai and Luckin Coffee collaborated to launch the Sauce Fragrant Latte, which was simultaneously available in over 10,000 Luckin Coffee stores nationwide. Data showed that the Sauce Fragrant Latte sold over 5.42 million cups on its first day, with sales exceeding 100 million yuan, breaking records for a single product at Luckin. After the success of the Sauce Fragrant Latte, Kweichow Moutai announced that it would become a permanent product, with long-term releases. Now, as the Spring Festival approaches, Luckin Coffee and Kweichow Moutai have announced the release of a new product for the Chinese New Year. The success of the combination of fine wine and coffee lies in the combination of brand power, contrast, and high value attributes. Previously, Cinda released a research report stating that Luckin Coffee is the first domestic chain coffee brand to exceed 10,000 stores, while Moutai is a leading brand in the high-end soy sauce spirit industry. The combination of coffee and high-end liquor breaks industry barriers and generates high communication momentum. The collaboration between high-end liquor and affordable coffee generates topic conflict effects through differentiated brand positioning, becoming "social currency" for many consumers' check-ins and interactions, resulting in high frequency consumption and high traffic. The Sauce Fragrant Latte combines Luckin's low average order price and Moutai's high spiritual attributes, reconstructing public perception and creating the impression of "buying Moutai at a low price," giving the product a high cost-performance label and high emotional value function, making it more popular among consumers.