/PRZWT/On New Year's Day in 2026, Pull-Tab pull-tab coffee joined forces with the national classic IP "Wangwang" to jointly create a cross-generational New Year feast that "multiplies the joy even more".
On one side, there is the trendy coffee brand that represents new consumption and new scenarios; on the other side, there is the national food symbol that holds the collective memories of several generations. This cross-border collaboration between the pull ring and Wanguang not only successfully established a dual connection of emotional resonance and consumption experience, but also represents a remarkable example of accurately capturing the emotional consumption during the Spring Festival and the trend of modernization.
The world's first on-demand beverage partnership, innovatively reinterpreting national classics
One of the highlights of this collaboration is its unprecedented pioneering nature - for the first time, the WANGWANG IP has opened its most core dairy assets to the ready-to-drink category. Lianhuan Coffee has become the world's first beverage brand to achieve a product-level collaboration with "Wangzai Milk". This not only highly recognizes the brand strength and product innovation capabilities of Lianhuan Coffee, but also grants it unique market positioning and topic advantages.
Given the natural compatibility between the "Wang" culture and the Spring Festival occasion, Laihuan Coffee deeply integrated the brand genes of both parties and developed three highly ingenious joint special beverages: Wangwang Waterfall Handcrafted Coffee, Wangwang Latte, and Wangwang Shaking Milk Green.
In terms of flavor innovation, the company combined its most iconic "Waterfall Coffee" with Wanguang. Using Wanjia Milk as the base, they launched "Wanguang Waterfall Handcrafted Coffee". At the top of the waterfall, they scattered Wanjia Little Buns, enriching the drinking experience and earning widespread praise.
In terms of product design, three different styles were chosen for the three products. Apart from the WANGWANG joint paper cup, "WANGWANG Cascading Hand-Brewed Coffee" retained the design of the pull-tab aluminum cup, while "Wangwang Milk Green" adopted the fun "Wobble Cup" form. By customizing the cup shape and patterns, the product enhances the consumer experience.
In addition, a series of peripheral products such as red envelopes, Spring Festival couplets and mouse pads have been launched, further highlighting the Spring Festival theme of "Prosperity on top of prosperity", and meeting consumers' multiple expectations for the social attributes, check-in value and emotional comfort of the products during the festival.
The influence of online celebrities has driven the live-streaming rooms to trigger a consumption boom.
From February 7th to 9th, Laanjie Coffee held a large-scale live-streaming event that combined entertainment, interaction and consumption.
On the day of the live broadcast, the official live streaming room of PT turned into a festive New Year party. Not only did "Wangzi" deliver New Year greetings to everyone, but the brand manager Guo Congming and the brand friend Xiaopauluo also made a surprise appearance together.
The two popular guests not only personally demonstrated and produced three new joint products, but also engaged in multiple rounds of real-time interactive games and giveaways with the online audience, creating an extremely lively atmosphere.
It is worth noting that this live broadcast was also one of the few public business activities for Guo Congming after his recovery. After the announcement was made, it attracted the attention of many fans. During the live broadcast, he fully demonstrated his sense of responsibility and influence as the brand manager, and further deepened the emotional connection between consumers and the brand.
On the first day of the live broadcast, the number of people online in the live streaming room exceeded 10,000, and the sales reached nearly 300,000. It successfully ranked third on the national beverage sales list in real time. With its outstanding overall performance, the total GMV over three days reached one million, standing out in the highly competitive Year-End Shopping Festival.
This live broadcast was not only a successful sales conversion, but also an efficient display of the brand image and a deep interaction with users. It demonstrated the keen market insight and outstanding marketing execution ability of Laanji Coffee.
Offline immersive experience, the garden party ignites the city's celebration
The online buzz is booming, and the offline experience is also heating up. From February 6th to 8th, Laanjie Coffee held a three-day "Growth Continues" Spring Festival-themed garden party at the Lufu Center in Hangzhou.
The event site was meticulously decorated to create a joyful space filled with the festive atmosphere and旺旺 elements, attracting a large number of citizens and tourists to stop and participate.
During the event, tourists not only participated in the games to win prizes, but also took photos with "Wangzi" for interaction. The amusement area was always crowded with people. The daily visitor flow exceeded expectations, achieving a concentrated ignition of brand popularity in the core shopping district of the city and a closed-loop immersive experience.
The joint strategy has continued to deepen, and the brand's influence has once again risen.
Looking back at the brand development path of Laanji Coffee, the "collaboration strategy" has become one of the core engines driving the brand's expansion beyond its original audience.
The "Ahwatani Waterfall Handcrafted Coffee" jointly created by La Ring Coffee and Ahwatani has become extremely popular and has even gone viral. It remains a best-selling item in the stores to this day. Later, it collaborated with popular IP such as Meng Er, Jian Shen, and Pig Pig Hero to reach the Z-generation circle. Each time, it precisely targeted specific groups, achieving effective expansion of brand influence and continuous accumulation of user assets.
This national-level cross-border collaboration with Wangwang Group undoubtedly represents another significant upgrade of this strategy. It not only expanded the brand's influence but also attracted many coffee lovers to come and place orders.
In this joint promotion event, Laihuan Coffee employed a comprehensive strategy encompassing product innovation, integrated marketing, and cross-media promotion to achieve outstanding sales results during the Spring Festival period. This also marked a remarkable chapter in the cross-industry marketing of China's new consumer brands.
In the future, the market can reasonably expect that Pull-Tab, this unstoppable "up-and-coming player in the industry", will continue to bring us more surprises that break the boundaries of imagination.
