Research on Cross-Border Co-Brand Marketing Strategy of Coffee Enterprises

With the increasing demand of consumers for personalization and diversification, coffee enterprises begin to seek cross-border marketing strategies to attract more young people to join the consumer team.As a leading coffee chain brand in China, Luckin Coffee has been exploring diversified brand marketing strategies.The research in this paper finds that Luckin Coffee has attracted more consumers' attention and expanded its market share by cooperating with different brands.However, cross-border co-branding also brings problems such as supply chain management risks, insufficient capacity construction and brand dilution.In order to help coffee companies better utilize cross-border cobranding marketing strategies, this article proposes some targeted suggestions, including formulating corresponding risk management strategies, increasing production capacity through capacity building, and controlling the frequency of co-branding collaborations to avoid brand dilution.At the same time, this article focuses on proposing suggestions for brand dilution, including selecting strategic partners, strengthening partner management, maintaining brand uniqueness, and enhancing quality management.