Analysis of Marketing Strategy of Crossover Cooperation in Coffee Brands--Taking Soy Latte as an Example

In contemporary society, businesses use a variety of marketing strategies and methods to satisfy the needs of customers. This paper mainly focuses on a case study of the crossover cooperation, a novel marketing strategy, of Luckin Coffee and Guizhou Maotai. The purpose of this research is to find out the reason of the popularity of Soy Latte. First of all, this paper illustrates the concept of two brands and the product which they jointly launched. Besides, to analyze the impact of crossover cooperation strategies on consumers, this paper takes Soy Latte as an example to study various aspects of why Soy Latte succeeds in China. It includes preheating strategy, crossover strategy, pricing strategy, and communication strategy. This paper finds that the success of a product is due to many factors. The reason why the Soy Latte is popular in China is inseparable from their marketing strategy in all aspects.