瑞幸联名营销策略拆解报告-增长黑盒_36页_5mb

瑞幸联名营销策略分析总结（中文）
瑞幸联名营销在品牌曝光与用户活跃度方面呈现以下特点：1）品牌曝光主要依赖大促节点（如新年、七夕、端午等），联名产品占曝光比例不高，小程序活跃用户数与联名活动相关性较弱；2）联名对双方用户增长有显著促进作用，例如与茅台合作实现线上用户资产沉淀，瑞幸app活跃用户数同比提升123%，茅台app用户数同比提升27%；3）用户年龄结构呈现差异化，瑞幸30岁以下用户持续增长，茅台则通过联名吸引更多31-40岁群体，抖音平台数据显示茅台触达年轻用户比例高于瑞幸。

联名营销运作逻辑分为产品推动、市场合作与BD团队协同三路径：1）产品部门主导市场推动，联名作为营销加分项存在，非联名仍可正常上新；2）市场部门通过谈判或合作方主动对接，匹配不同资源层级（流量池、商业化合作等），预算投入与合作级别挂钩（特殊级别需千万级预算）；3）BD团队负责外部资源置换，联名活动通常需3个月执行周期，但非直接背KPI。与其他品牌对比，瑞幸联名频率高且类型丰富（IP、产品等），但单次盈利稳定但连续产出存在下滑趋势，与好利来、喜茶相比，预算投入更偏向常规市场投放而非专项联名活动。

酱香拿铁全域营销案例拆解显示：1）产品创新基于经典美酒+咖啡组合（如爱尔兰咖啡、咖啡马丁尼等），通过数字内容（海报、TVC）与实体物料（贴纸、包装）形成传播矩阵；2）社交裂变效应显著，用户围绕“酒驾”话题展开热议，微博热搜阅读量达66亿，抖音头部KOL曝光占比37.74%，但小红书UGC传播呈现延迟效应，互动热度与关键词搜索周期滞后；3）私域转化以优惠券、社群互动、视频号导流为核心，B端合作案例包括农业银行（新用户福利）、广发银行（用户激活）等，通过DMO（Digital Marketing Optimization）策略构建闭环，如小红书KOC笔记占比超95%，同人二创内容成为传播亮点。

关键策略包括：1）建立自有流量池强化引流能力，营销费用预算行业领先；2）通过“重骑兵+特种兵”模式实现品牌资产复利（重骑兵聚焦内容运营，特种兵执行具体动作）；3）联名活动需兼顾品牌传播、拉新与销售目标，但实际转化效果受用户兴趣匹配度影响较大。数据显示，白糖、巧克力等非茅台类联名产品用户互动与转化效果较弱，而茅台联名则通过高传播力实现单次破圈效应，但长期可持续性需结合品牌年轻化策略持续验证。

（英文对照）
Riyue's Collaboration Marketing Strategy Analysis (English)
Riyue's collaboration marketing shows key features in brand exposure and user engagement: 1) Brand exposure mainly relies on major promotional events (e.g., New Year, Women's Day, Qixi), with limited influence from collaboration products; 2) Collaboration activities significantly boost user growth for both brands, exemplified by the merger with Moutai, which drove online user asset accumulation; 3) User age distribution differs, with Riyue's 30-under users increasing steadily while Moutai targets more 31-40-year-olds via collaborations.

Collaboration operations follow three paths: 1) Product departments drive market expansion, with collaborations as optional marketing supplements; 2) Marketing teams negotiate partnerships or proactively seek brands matching user profiles (35-under young and fashionable demographics), adjusting resources based on brand tiers; 3) BD teams handle external resource exchanges, requiring 3-month execution cycles without direct KPI responsibility. Compared to other brands, Riyue's high collaboration frequency reduces dependency on single activities but faces declining results in continuous campaigns.

The Sanjiang Naitie collaboration highlights: 1) Product innovation based on historical combinations (e.g., Irish coffee, coffee martini), supported by digital content (posters, TVCs) and physical materials (stickers, packaging); 2) Strong social virality, with users discussing "drunken driving" concerns, generating 660 million微博 reads and reaching 37.74% of TikTok's top-tier KOLs; 3) Private domain conversion focuses on coupons, group interactions, and video content引流, exemplified by collaborations with Agricultural Bank (new user incentives) and Guangfa Bank (user activation).

Core strategies include: 1) Building in-house traffic pools to enhance acquisition, with industry-leading marketing budgets; 2) Deploying "heavy cavalry + special forces" model to accumulate brand assets (heavy cavalry emphasizes content operations, special forces execute specific actions); 3) Balancing brand promotion, user acquisition, and sales goals, though conversion rates depend on user interest alignment. Data shows collaboration with non-Moutai products (e.g., sugar, chocolate) yields weaker engagement compared to Moutai's single-case success, which combines high virality with brand rejuvenation efforts.