On the afternoon of September 27th, the topic # CoCo milk tea apology # rushed to the top of the hot search.

But many netizens expressed a confused expression, "Why apologize" and "I don't know what happened".

Co branding event overturned, CoCo responded with 4 Weibo posts and apologized

It turns out that CoCo Milk Tea and Game Crash 3 recently launched a co branding activity. On the 27th, some consumers roast about the money demanded by co branding neighbors, the breakdown of small programs, the wrong distribution of co branded cups, and the cancellation of orders without reason. CoCo can respond and apologize by sending 4 consecutive Weibo messages on the 27th.

In response to issues such as mini program crashes and co branded peripheral requests for money, CoCo can send three consecutive responses on the morning of the 27th. CoCo stated, "After the event started, we have received feedback from some captains asking if the surrounding areas are charged. Here, we will explain to all captains that there is no additional price increase for the surrounding areas in this joint package, only the price will be displayed. After captains add the package to the shopping cart, the surrounding area price will be automatically deducted. The actual price of the package is the actual price of the beverage, and the surrounding areas included in the package are all free gifts

CoCo can officially apologize and respond again at noon on September 27th regarding issues such as incorrect or missed shipments of surrounding products, and riders not using insulation bags, call We are very sorry for the bad consumption experience caused to the captain. Regarding the situation where you have mistakenly shipped, missed or damaged the joint package package, paper bags, and cups after placing an order, the captain can leave your contact information and purchase voucher with specific information through private email @ CoCo. We will send you free of charge after the subsequent replenishment of the package arrives at the store, and it is expected to be shipped in mid October. The specific logistics and other related information will be provided The information will also be communicated to you via private message, and we will process it as soon as possible. Once again, we sincerely apologize to everyone

Why do brands need cross-border co branding

Cross border co branding can bring multiple benefits to brands:

1. Increase brand awareness: Cross brand co branding can allow two or more brands from different fields to complement each other, share their user base and market resources, and thereby expand brand awareness and influence.

2. Enhance brand value: By collaborating with other brands, brands can enhance their position and recognition in the market. In the process of co branding, not only can the advantages of co branded brands be utilized, but the brand image can also be more in line with the needs of target consumers, thereby enhancing the brand's value.

3. Stimulating user interest in purchasing: Cross brand co branding can attract users who are not originally part of the brand and arouse their interest. For example, when a boutique jewelry brand collaborates with well-known fashion designers to launch a co branded series, it can not only attract loyal users of the jewelry brand, but also attract fans of fashion designers, thereby increasing the sales volume and popularity of the co branded products.

4. Innovative brand image: Cross border co branding can break the original brand image of a brand, allowing it to radiate more new vitality and creativity. By collaborating with other brands, unique products and services can be created to attract more consumers' attention and enhance brand loyalty.

It can be seen that brand co branding not only fully utilizes the advantages of each brand, but also shares resources, reduces costs, and improves efficiency. Through co branding, brands can achieve win-win results while also creating products or services with high added value to meet the diverse needs of consumers.

In recent years, cross-border co branding has been rampant in the tea industry. In addition to cultural IPs such as anime and games, brands such as Moutai and Chow Tai Fook have also entered the market. However, while co branded models have become popular in the market, there is also a lot of risk of overturning. And CoCo could have overturned this collaboration.

The Use of Intellectual Property Rights in Joint Cooperation

The types of co branding cooperation include peer brand co branding, IP cross-border co branding, celebrity co branding, designer co branding, artist co branding, etc. From the perspective of intellectual property rights, the most common types of joint naming currently include trademark and copyright joint naming.

In trademark co branding, it is necessary to communicate with the co branding partner at the beginning of the cooperation regarding the ownership of trademark rights on the co branded products.

In copyright co naming, the author and work name are only used within the necessary description range. If the name of the work or even the author's name or image is printed on joint branded goods, it may constitute trademark use. If it is indeed necessary to use it, prior trademark inquiries should be conducted or the ownership status of its rights should be confirmed with the joint party to avoid trademark infringement.

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