After Luckin co-branded with Maotai, Heytea co-branded with FENDI, and Tea Baidao co-branded with MiHoYo, Nayuki’s tea caught up with Jay Chou. On September 14, on the 22nd anniversary of the release of the "Fantasy" album, Nayuki's Tea launched "Fantasy Music Universe" themed milk tea and peripherals.
Jay Chou’s IP blessing, Nai Xue’s tea sold out, and Fantasy Style’s milk tea sales reached 1.46 million cups on the first day. However, the car turned over quickly. When Jay fans thought that Nai Xue’s tea was co-branded with Jay Chou, the milk tea brand denied it.
After careful investigation, netizens discovered that the person co-branded with Nayuki’s Tea was not Jay Chou himself, but the virtual “door key” of “Fantasy Music Universe”, a digital collectible product from the digital collection platform Shouhe. As for “Fantasy Music Universe” "The album's packaging design and song copyright itself were only authorized to Thin Box.
Nayuki’s tea is not the only one that has co-branded with this digital collection, including Youku, Didi and many other companies. However, Nayuki, who printed Jay Chou’s image on the milk tea cup, overturned and was questioned for “cutting leeks”.
After buying a "portkey" to enter the fantasy music universe with a thin box as the entrance, some fans were also a little disappointed. This virtual space that can play album songs has serious mold wear, rough workmanship, and has no playability or musicality. Upgraded in the so-called metaverse. The traffic that breaks the circle is coming, can thin boxes be retained?
Nayuki’s tea “broke Jay fans’ hearts”
The words "Fantasy Music Universe" match the cover of the classic album. Jay Chou's face is printed on Nayuki's coffee table products, including two types of milk tea and coasters, handbags, milk tea cups, thermos cups and other peripherals . On September 14, 1.46 million cups of milk tea alone were sold, and peripherals such as thermos cups and coasters were also quickly sold out.
Just when fans were posting pictures of milk tea and peripheral products saying "Ye Qing is back", they discovered that some die-hard fans had already asked Nayuki's customer service. The co-signer was not Jay Chou himself, but the album "Fantasy". On social networks, after some fans refuted rumors that "Nayuki's tea is co-branded with Jay Chou", doubts such as "stealing the concept" and "taking advantage of Jay Chou's IP" arose.
"Fantasy" album cover becomes milk tea peripherals
If you look carefully at the packaging list, although it has Jay Chou's image on that classic album printed on it, the "X" logo that represents the joint name has Nayuki's tea on one side and a thin box on the other.
What is the relationship between Bohehe and Jay Chou?
In fact, there is a relationship between the two parties, but this event is only related to the album "Fantasy", and Thin Box has obtained the relevant authorization.
Public information shows that Bohe is a digital fashion collection platform owned by Beijing Baohe Technology Co., Ltd. The platform's main business is to sell digital collections of celebrity and Internet celebrity IPs. It claims to confirm the rights of digital content based on blockchain technology, provide trusted certificate storage technology and collection digital certificate technology services, and digitally empower IP works to transform Video, music, and picture content are sold in the form of digital blind boxes.
The "door key" of the "Fantasy Music Universe" is a digital collection released after thin box handheld authorization. The joint event is really not limited to Nayuki’s tea. Weibo, Tmall, Whale Detective, iQiyi, Youku, Didi, Monster Charge and other companies are all participants, and they use their own products of their respective brands to tie in with the “door” products. key".
Nayuki's tea may also be surprised, why was his family the only one to overturn? Not only the "frigging" question, but also the price and gameplay that make users dissatisfied.
Nayuki's tea e-commerce applet shows that the virtual key is "gifted" when purchasing the "Golden Mountain Cake Pearl Milk Tea Key". This milk tea is priced at 39.9 yuan and includes milk tea and a virtual key redemption code. After redemption, you can enter the "Fantasy Music Universe" of the Bohe App.
Compared with the milk tea priced at 39.9 yuan, excluding the milk tea price of 18 yuan, the virtual key defined as a gift was actually sold to consumers at a price of 21.9 yuan. I can’t really call it a “gift”, it’s just a discount at most. Because the unit price of the virtual key on the thin box is 30 yuan.
After learning that Nai Xue’s tea was not co-branded with Jay Chou, some users said they felt they had been “cut off the leek” by this kind of bundled marketing. Of course, some people said after grabbing a complete set of peripherals, "I bought it out of emotion."
Spending money to buy a "key" cannot open the door to the "universe"
No matter how public opinion evaluates it, the real winner of this wave of marketing is Nayuki’s tea and the thin box. A classic album cover with Jay Chou’s image on it helped Nayuki’s tea gain real sales and the thin box gained exposure. , diverted to the Shuzang platform through merchandise.
However, the thin box after the flow rate is somewhat disappointing. Milk tea users at least got a drink, and Jay fans who went to experience the "Fantasy Music Universe" on the thin box gained a lot of fun.
To put it simply, having a virtual key is equivalent to getting a certificate to enter the Fantasy Music Universe. After logging in from the Thin Box App, you can enter five spaces, namely the entrance, "Nunchaku", "Shanghai 1943", and "Simple Love" " and "Can't Open My Mouth", each musical work corresponds to a different virtual space, where users can listen to music, play games, unlock easter eggs, etc. But the actual experience is not as ideal as the platform design.
The "Simple Love" space of Fantasy Music Universe
Many consumers do not understand the purpose of "virtual keys". Some people think that "virtual keys can be exchanged for (physical) keychains", and some consumers directly say that "keys are useless" and do not know how to enter the virtual space. This is why many consumers who go to "Fantasy Music Universe" to buy milk tea feel "cut off".
As a co-branded producer, Bohe's App has also been criticized by players for "the server is too stuck" and "the music cannot be played".
Consumers complain online
Even if knowledgeable players enter, the production of "Fantasy Music Universe" can hardly be called sophisticated. Not only does the user's avatar and the space have built-in models, but the gameplay is also relatively simple.
For example, in the "Can't Open Your Mouth" space, along with the song, users can drive a small yacht into the Ferris wheel in the sea. When following the Ferris wheel into the seabed, they can see the quiet underwater world. However, the small screen playback of mobile phones directly limits the visual experience of the space. Players can send their feelings in the barrage, but they cannot interact with each other. According to personal testing, all spaces can be visited within 30 minutes. There is no more gameplay except collecting musical notes.
From the perspective of Internet products, "Fantasy Music Universe" is trapped in the dilemma of a product that is not a game and a player that is not a player.
The "Empty City Dilemma" of the Metaverse
Compared with the "sauce latte" that became popular some time ago, the cross-border marketing between Thin Box and various well-known companies is not perfect. Not only did Nayuki's tea suffer a minor "overturn", the thin box that combined virtual space with a physical brand for the first time gained exposure. However, it is doubtful whether using such a product to cope with traffic can retain users.
Compared with other digital collection platforms, the biggest advantage of Thin Box is licensing. This is not the first time that it has obtained IP related to Jay Chou.
As early as September last year, Jay Chou's company Jewel Music and Thin Box jointly launched the "Jay Chou Limited Collection DEMO Space" music metaverse event. The virtual space consists of 5 selected DEMOs, including 4 classic representative song DEMOs, such as "Blue and White Porcelain", "Love in BC", "Sunny Day", and "Stranded". But the highlight of that event was that there was a hidden DEMO track "New York Subway" by Jay Chou that had never been released in this space.
Compared with this fantasy event, the limited DEMO is obviously more enthusiastic about Jay fans, and this is also the actual situation.
"Jay Chou Limited Collection DEMO Space" also requires the purchase of virtual keys. Classic, rare, and legendary keys correspond to different levels of rights. The virtual blind box containing the key is divided into a 499 yuan limited blind box with a limit of 10,000 pieces and a 20 yuan hardcover blind box. box. In just three days, the sales of these blind boxes reached 3 million yuan.
For physical brands such as this co-branded milk tea, in theory, Bohe will definitely get a share of the sales of physical goods or services, which is a discount to earn money, but it also exposed a problem in actual operation: mass consumers are not interested in virtual goods or services. Acceptance requires a process of market education, and at the same time, it also needs to provide eye-catching products.
In fact, since the emergence of the metaverse virtual space, being unable to enter or stay has been a difficult problem to solve. Baidu's "Xirang" and Maotai's "Xunfeng" failed to solve the "empty city" situation. Microsoft's VR virtual social platform AltspaceVR simply shut down.
How many users can "Fantasy Music Universe" retain? The idea of opening up the user market through cross-border co-branding is a good idea, but issues such as user experience, sustainable gameplay, and value implementation are all tests that explorers must pass.