---
title: "20 Perspectives on Moutai Coffee by Luckin Coffee"
description: "1. The Moutai+Luckin collaboration is a game played by top-tier brands, not complicated, and small brands can only participate but not truly play. 2. It's a pattern, with many similar topics like Porsche-version Huawei, Six God RIO, etc. 3. A good PR event should be big, sweet, crisp, unique, and cheap."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-09-05"
language: "en"
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# 20 Perspectives on Moutai Coffee by Luckin Coffee

> 1. The Moutai+Luckin collaboration is a game played by top-tier brands, not complicated, and small brands can only participate but not truly play. 2. It's a pattern, with many similar topics like Porsche-version Huawei, Six God RIO, etc. 3. A good PR event should be big, sweet, crisp, unique, and cheap.

**1.** The Moutai+Luckin collaboration is a game played by top-tier brands, not complicated at all. Onlookers can just watch; small brands can only participate and learn, but honestly, we can't really play. **2.** It's a pattern, and there are many similar topics: Porsche-version Huawei, Six God RIO, and the marriage of Nicholas Tse and Cecilia Cheung, all inherently gossip-worthy. You can create more, like Xiaomi and Jinlongyu collaborating to sell rice. **3.** A good PR event should be big (covering a wide audience), sweet (with conflict), crisp (spreading to more people in a short time), different from others (with surprises and reversals), and cheap (low participation cost for the public). **4.** Gossip is human nature; curiosity is a built-in reward mechanism in the brain, an evolutionary instinct. Why else go to the moon? **5.** The purpose of gossip is to bond within a tribe in harsh environments. Gossiping releases oxytocin and lowers cortisol, increasing closeness. This is from Robin Dunbar's research in "Grooming, Gossip, and the Evolution of Language." Yes, the Dunbar of Dunbar's number. **6.** Ultimately, humans are social animals; understanding this nature is key to understanding communication. **7.** Back to the two companies: Do you really think Moutai is trying to enter the youth circle? **8.** Pretentiousness is a luxury brand's passport; today's pretense is so that when someone buys it to show off, you know they're impressive. **9.** In short, Moutai's marketing is for you to see, not for you to drink. They know most buyers won't use Moutai as a daily drink. **10.** From a communication perspective, brand dimensions should shift from awareness, reputation, and loyalty to awareness, topic, and sustainability. Of course, the former has 100 times the brand value. **11.** Do you really think Luckin is selling coffee? They're selling gossip (communication)! **12.** Note: Communication must achieve maximum penetration in a very short time, far more valuable than long-term slow investment. That's the true value of "breaking the circle." **13.** How important is breaking the circle? In this era, relying on advertising to create a universally known brand would cost hundreds of billions. Few companies have such courage, unless facing a market like room-temperature yogurt with billions in potential, justifying billions in investment. **14.** In the mobile internet era, asymmetric communication is the most effective means. **15.** Asymmetric communication means using small costs (PR events) to achieve large effects (communication), like a lever. **16.** How to find the lever? Return to point 6: use human cognitive instincts, leverage, find conflict points, and amplify quickly. **17.** Asymmetric communication is like nuclear fission: it must create extreme energy density in a very short time to produce explosive effects. So resource investment must be dense, focused on one point. **18.** The easiest to learn is craft beer: use a city as a unit, create a large communication energy field in a short time, with good products, supply chain, and a spark. **19.** Making waves (creating gossip) is just the beginning; being recommended (others say your gossip is sweet) and continuously creating value (year after year) is the true core of branding. **20.** No matter how you play, companies must return to product essence: providing irresistible solutions to consumers in context.


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