The two ugly fish co-branded by Luckin have made millions of migrant workers go crazy! (One article explains the IP co-branded gameplay)

When Luckin Coffee and “SpongeBob SquarePants” jointly launched two “ugly fish” image peripherals, no one expected that this would become a phenomenal marketing event. These two seemingly “rotten” ugly fish not only quickly resonated with millions of migrant workers, but also quickly sold out related peripheral products, and were even hyped at high prices in the second-hand market. This article will provide an in-depth analysis of the success code of Luckin’s wave of “reverse marketing”, and explore the various ways of IP co-branding, cooperation models, and how to accurately grasp the emotional needs of young consumers.

Unexpectedly, the ugliness is the tide, and Luckin’s “rotten fish” has made millions of migrant workers go crazy!

Recently, Luckin Coffee’s Children’s Day co-branding allowed consumers to experience a “mood roller coaster”. When everyone excitedly clicked on the co-branded poster and looked forward to seeing SpongeBob SquarePants and Patrick, what caught their eyes was two “passers-by” with a strange painting style – one lying flat and rolling his eyes, and the other pretending to be stupid with his fingers.

What’s even more exaggerated is that in less than two days after its launch, 500,000 peripherals were sold out quickly. The clockwork toy purchased at the original price plus 10 yuan was fried to thirty or forty yuan in Xianyu, and the screen was full of “good Samaritans who squatted out of the fish”.

When the migrant workers saw the rotten posture of the hard work fish “lying flat, don’t disturb”, and the confused expression of the smart fish “Ding and Ding don’t understand, shoes and shoes are not wasted”, they instantly broke their defenses: “Isn’t this me who is twisted by the boss every day?” The two ugly fish have brought to life the “live fish micro-death” state of contemporary professionals with their strength, and have become a new generation of “top workstations”.

01 Supporting characters counterattack: Why are these two ugly fish?

Luckin’s wave of operations can be called a textbook of reverse marketing. While all brand co-branding is staring at the IP protagonist, it digs out the most non-existent background board characters from “SpongeBob SquarePants” – hard work fish and smart fish.

“The mouth shouts hard work, but the body is very honest; Pretending to be smart on the surface, but panicking on the inside. When SpongeBob SquarePants was still adhering to the optimism of “I’m ready”, these two mermaids had already seen through reality – the hard fish paddled the whole way, the smart fish had scattered eyes, and the absurd contrast directly hit the G-spot of young people’s emotions.

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Social media instantly transformed into a second innovation factory: beauty bloggers put exaggerated false eyelashes on smart fish and transformed into “Y2K hot girls”; Netizens pressed them on the mini workstation to take pictures of “social animal daily life”; CP fans are even more famous for their “mindless and unhappy” combination…… The popularity of the topic fission exponentially.

“If the family is not messy, you can buy two to go home and add some mess.” The self-deprecation of netizens tells the truth: what this generation of young people want is not exquisite aesthetics, but emotional outlets. When life is filled with KPIs, a glance at the hard-working fish rolling their eyes at the workstation can make you laugh out loud.

02 10 common types of IP co-branding

Luckin’s two “rotten fish” can be popular, and in the final analysis, it is still backed by the big tree of “SpongeBob SquarePants” to enjoy the shade. But the world of IP is far more than just cartoons, it is like a huge kaleidoscope, any type can conjure up traffic passwords for you. Today I will break it open and crush it and talk about these 10 major “sects”:

1. Cartoon anime (Pink Panther, Pokémon, Disney):This is the “evergreen” of the co-branding industry, all young and old. Pikachu can conquer the world, Mickey Mouse can make an 80-year-old grandmother pay for it, why? Classic image + strong emotional connection is hard currency. Pink Leopard relies on retro resurgence and “riotous” personalities to make a splash in the fashion circle. To play this, the key is to understand the character’s personality thoroughly, and don’t make Mickey bitter and hateful.
2. National Tide Culture (Palace Museum, Dunhuang, China National Geographic):It’s been really popular in recent years! The Forbidden City Cultural and Creative turned Yongzheng into a “cute man”, and Dunhuang Feitian became a beauty blogger… The family background of the ancestors is being “revitalized” by young people in a trendy way. Behind this is the rise of cultural self-confidence, co-branding plays well, can not only sell goods but also tell Chinese stories well, killing two birds with one stone. But remember, don’t move hard, you have to find the resonance between traditional aesthetics and modern needs.
3. Popular games (Black Myth Wukong, Honor of Kings, Onmyoji):This is definitely the “traffic bonanza” of Generation Z! The player’s love for the game character is made of real money. “Honor of Kings” can sell for hundreds of millions of dollars with a skin, and “Black Myth” has gone crazy before the peripherals are released. The advantages of game IP are strong immersion, high user stickiness, and active secondary creation ecology. Co-branded games, you have to understand their circle culture and stalks, otherwise players will complain that “they won’t rub it” every minute.
4. Film and television variety shows (Marvel, Menghualu, Star Wars):A popular drama/movie can instantly bring fire to a bunch of peripherals. The Marvel Universe has a ten-year layout, and the fan base is ridiculously thick; The tea and fruit with fire in “Menghualu” are all good materials for co-branding. The key is to seize the “golden window” of the film and television hit period, and the popularity is fleeting. The co-branding is fast, accurate and ruthless, and it is best to continue the emotional or aesthetic elements in the play.
5. Corporate brand (White Rabbit, Coca-Cola, Coconut Tree brand coconut water):Similarly, brands themselves can become super IPs! Does the white rabbit milk candy smell good? Coca-Cola’s bottle and logo are a global pass! The “mudslide” packaging of the coconut tree has become a unique memory point. This kind of IP has strong brand genes and consumer cognition, and the co-branded plays “emotional killing” or “contrast cute”, such as White Rabbit perfume and Coca-Cola makeup, which make people call “Ye Qinghui” or “so strange, take another look”.
6. Portrait image (uncle of the same road, Kumamon, butter bear):This road is wide! It can be an Internet celebrity IP (uncle on the same road), a city mascot (Kumamon, how much GDP does this bear bring to Kumamoto Prefecture!). ), or an original cartoon image (Butter Bear). They tend to have distinct personalities, likable personalities, and are easy to extend and interact with. When co-branding, it is key to seamlessly connect the “personality” of the IP and the “tonality” of the brand, such as Kumamon’s cute and funny is very suitable for snack food.
7. Fashion celebrities (stars, designers, etc.):Stars, supermodels, well-known designers… It comes with an aura and fan appeal. What is playing is the strong output of the fan economy and personal style. But the risk is also high, the celebrity image fluctuates greatly, the right choice is a “strong alliance”, and the wrong choice may “the city gate catches fire”. Moreover, the fees are usually ceiling-level.
8. Creative Trendy Play (Molly, Wendy):Bubble Mart is on fire! Molly and Wendy, these trendy toys without a story background, conquer young people with their unique design and artistic sense. They represent aesthetic identity and collectible value. The goal of the co-branded trendy play IP is very clear: to attract young consumers who pursue individuality, love art and collecting, and create a sense of limitation and scarcity.
9. Online literature (Tomb Robbery Notes, The Little Prince, Harry Potter):Don’t underestimate the power of words! How crazy is the “rice” in “Tomb Robbery Notes”? “Harry Potter” is a global magical economy! Online IP has a huge base of book fans and rich worldview settings, and there is huge room for imagination. Co-branding can dig deep into the elements of the book (such as magic props, classic scenes, character markers), so that the imagination of book fans can shine into reality. The form is not limited to physical objects, and immersive exhibitions and theme experience stores are all good ways.
10. Sports (Olympics, World Cup, NBA):A symbol of passion, blood, and fighting spirit! Top sports IPs have unparalleled global reach and the ability to instantly detonate topics. Co-branded sports IP can quickly enhance the brand’s vitality, health and professional image. But be aware of the volatility of the event cycle and the complexity of sponsorship rights.

In addition to the national tide cultural institutions (Forbidden City, Dunhuang), the scope of art and cultural IP is wider! Like what:

• Classic art masters (Van Gogh, Yayoi Kusama):Van Gogh’s sunflowers, starry sky, and Yayoi Kusama’s polka dots are all highly recognizable visual symbols, and the co-branding can instantly enhance the artistic tone of the brand and attract literary and artistic youth. Uniqlo’s UT series is a master of playing this.
• Notable museums/galleries (British Museum, V&A):The collection is an inexhaustible treasure trove of inspiration, and the co-branding can bring a sense of historical weight and cultural taste. Just think about how popular the cultural and creative peripherals of the British Museum are.
• Contemporary Artists/Art Institutions:Collaborating with active artists can better reflect the pioneering and creative nature of the brand, often creating unexpected sparks.

03 10 ways to open IP co-branding

Luckin’s “ugly fish marketing” is just the tip of the iceberg. Nowadays, IP co-branding has already penetrated into the capillaries of consumer life, and the richness of gameplay is beyond imagination, I have summarized 10 common co-branding methods:

• Derivatives Authorization:The most basic and most commonly used, such as the figures, keychains and other peripherals of “Nezha’s Demon Boy Descends to the World”;
• Outer packaging authorization:LINE FRIENDS and Mystery Shang co-branded, only use IP for cosmetic packaging;
• Gift authorization:the classic model of KFC children’s set toys;
• Marketing authorization:use IP for posters, online store decoration and other promotional materials;
• Digital Virtual Empowerment:digital products such as emoticons and input method skins;
• Intellectual Property Adaptation:For example, “Full-Time Master” was adapted into a big movie;
• Offline physical store authorization:theme cafes and pop-up stores, such as the “Egg Boy Party” theme store;
• Theme park license: Shenzhen Happy Valley and “Identity V” to create an IVL event venue;
• Public Transport Authorization:“Genshin Impact” and the airline launched the “3rd Anniversary Theme Flight”, with character patterns sprayed on the fuselage;
• Implant Title:Jiang Xiaobai exclusively titled GOSH tour.
• The game IP has also played the co-branding to a new height of “breaking the circle”:“Glory of the King” co-branded Hongxing Erke launched sneakers with the same skin as Sun Bin; “Honkai: Star Rail” cooperated with Keep to develop the “Star Train” themed fitness course; “Love of Light and Night” even played crossover with the Giant Panda Conservation Center.

04 How to choose 6 licensing cooperation models?

If a brand wants to play co-branding, it must first find out the “quotation” of the IP side. At present, there are 6 forms of mainstream licensing cooperation:

• Buyout system:One-time payment of buyout authorization, the copyright owner does not participate in the later sharing. suitable for film and television variety shows and other phased IPs;
• Guarantee + fixed share:Pay the guaranteed copyright fee (such as 10% of the annual guaranteed sales) first, and continue to share the excess part proportionally;
• Guarantee + tiered allocation:The higher the sales volume, the lower the share ratio, such as 8% for the part exceeding 5 million, and 5% for the exceeding 5 million;
• Zero guarantee net sharing:No upfront payment is required, and it is divided according to actual sales. It is suitable for cooperation with large brand volume or small IP scale;
• Exclusive Regional Authorization:Pay a premium to obtain exclusive rights in specific regions, such as Loopy is exclusively co-branded by Heytea in Chinese mainland;
• Resource replacement type:IP parties use authorization to replace brand channel resources, which is common in the incubation period of new IPs.

It’s important to note that light IP licensing is changing the rules of the game. IPs that started with emoticons such as Line Puppy and Loopy have become the first choice for “high-frequency co-branding” of new tea brands due to their low licensing fees and fast processes.

The maturity of domestic professional light IP agents (such as Xiamen Crane Set Culture and Mengli Planet) has allowed brands to quickly obtain cutting-edge IP resources such as “Pink Rabbit Myfriend” and “Big Stupid Dog”.

05 Settle the accounts: How to calculate the ROI of IP co-branding?

IP co-branding is not a steady business. Scientific ROI calculation should be broken down into four parts:

Revenue item = direct sales revenue + brand premium + traffic value

Luckin’s “Ugly Fish” drove the sales of co-branded drinks to soar by 30%, and the premium transaction of Xianyu is equivalent to free secondary communication;

During the Pizza Hut event × “Genshin Impact”, the APP was squeezed out and appeared on the hot search, with more than 1 billion topic views.

Cost item = license fee + development cost + marketing expense

If the MG+ sharing model is adopted, an advance deposit is required (such as 10% of the promised sales of 5 million = 500,000 yuan).

Hidden costs such as peripheral development, store renovation, and advertising are often underestimated.

ROI = (Revenue – Cost) / Cost × 100%

The industry baseline is above 150% to be considered successful. But beware of the long tail effect: three months after Nayuki’s tea × magic card girl Sakura co-branded, the brand search index is still 40% higher than the baseline.

06 Three elements of success: public opinion, interaction, and sales are indispensable

Luckin, which is a “co-branded explosive model”, verifies the effect with a set of combination punches:

• Public opinion popularity: from swiping the screen to breaking the circle:The topic of “#瑞幸 SpongeBob SquarePants Ugly Fish#” exceeded 100 million views on the day of its debut. What’s even more amazing is that the official media ended up playing stalks, ridiculing “weekend overtime” with dark circles under the eyes of smart fish P. When the co-branding breaks through the fandom and enters the public discourse, it is really out of the circle.
• Depth of interaction: User co-creation is the touchstone:The second creation of the two fish swept social platforms: some people took them to the beach to take “fish photos”, some people made “why don’t you get off work” emoticons, and even beauty bloggers developed spicy fish makeup tutorials…… The amount of spontaneous creation by users is 17 times that of official content, forming a phenomenal communication.
• Sales Conversion: Short-term Burst and Long-term Value-added:In addition to the sell-out of the peripherals, the average daily sales of co-branded drinks in a single store increased by 2 times compared with before the event. More importantly, it is the new data: 25% of consumers download the Luckin APP for the first time, confirming the attractiveness of IP to the incremental market.

On the other hand, some overturning cases: “A Mobile Game” × high-end car co-branding, due to the misalignment of the player group and the owner’s portrait, the final sales conversion rate is less than 0.3%. This verifies the golden principle of IP co-branding – resonance is higher than popularity.

07 Future trend: light IP and emotional value become a new engine

When Generation Z engraves “paying for interest” into their consumer DNA, IP co-branding is undergoing three major turns:

1. From top-tier IP to lightweight IP:Loopy has changed from an animated supporting role to a “top female star”, relying on magical emoticons and short videos of girl group dances; Line puppies capture young people’s mobile phones with chat expressions – this kind of low-cost, high-spread light IP is becoming a new co-branded favorite.
2. From one-way authorization to two-way co-creation:The Honor of Kings split the character IP and operated independently, allowing Diao Chan and Xi Shi to endorse eyeshadow and sneakers respectively, making the brand tone highly compatible.
3. From commodity empowerment to emotional supply:The explosion of Luckin’s two fish proves that young people do not buy toys, but the feeling of “being understood”. When the appearance of the smart fish fingers accurately reproduces the embarrassment of “not understanding but pretending to understand in a meeting”, the product becomes an emotional carrier.

Behind the trend of “ugliness” is the rebellion of young people against refined consumerism. As the Douban “Ugly Things Protection Association” group declared: “Ugliness is not a flaw, but the courage to resist standardization.” When brands learn to carry collective emotions with abstract peripherals, they can establish a deeper connection with users.