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c Opinion

To take over this market segment, Luckin minsky shared his observation on the Chinese
goes bolder by having celebrities to pose for F&B market: “I believe most consumers in
products’ ads, which is not usual to see in the China are concerned with sharing new expe-
coffee business. Wei Tang, the Chinese actress riences, or being part of an experience that is
famous for her excellent performance in Ang a current trend, an experience that identifies
Lee’s Lust Caution, together with Chen Chang Celebrity with their personality or puts them in a spe-
from Taiwan, who used to play charming roles cific social class.” The two celebrities make
in a range of art-house hits, appeared in Effect people find Luckin relatable. As the attention
Luckin’s short promotion video. The two acted grabbed and the interests grow, they are will-
An advantage of celebrity
like a couple communicating through a cup of branding is by using so- ing to learn more. Then the WBC champion
Luckin, saying the slogan “I favor this flavor”. cial networks, as it is a team is there to ensure that good quality is in
Just like most of the advertisement without less cost-effective scheme your cup. Having champion baristas as am-
complicated storylines, the video can hit you of assembling and distrib- bassadors is a new and common trend in
uting information so that
quite directly and make you go, “maybe I will coffee branding in China, and it might be the
consumers become more
favor this flavor, too”. It is effective promotion. aware of the product be- easiest way to teach the general public what
The two stars are loved by mainly the young fore purchasing it. good coffee is.
office workers in China and they are dressed And the general public in China really
in sleek suits that normally remind people of corporate need to know that. As the most of them just begin to care
parties or annual gatherings. Consumers have alreday com- about how to make life better, a cup of good coffee with easy
mented in the social media account of Luckin saying things price is a good start. We are happy to see brands like Luckin
like, “I bought this for my ‘goddess’ Wei Tang”. In an article exploring the local coffee markets with products that appeal
written by Dave Seminsky, founder of Sumerian Coffee, a to the specific group, giving more options to people looking
six-year-old specialty coffee brand based in Shanghai, Se- for their own favored flavor.

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