林里联手网易严选推宠物+茶饮跨界玩法，8万份宠物粮切入假日经济

凤凰网科技04-29

凤凰网科技讯 4月29日，LINLEE林里与网易严选今日宣布启动跨界联名活动，围绕夏季消费场景推出联名产品与宠物相关周边，活动周期持续至5月5日，覆盖“五一”假期消费节点。此次合作将茶饮与宠物消费两类场景进行组合。林里主打的现制柠檬茶作为夏季饮品，与网易严选推出的鸭肉梨配方宠物粮形成对应，分别指向人群与宠物在高温环境下的消费需求。联名活动期间，用户在门店购买指定“双杯套餐”，可获得宠物粮体验装及...

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4月29日，LINLEE林里与网易严选今日宣布启动跨界联名活动，围绕夏季消费场景推出联名产品与宠物相关周边，活动周期持续至5月5日，覆盖“五一”假期消费节点。此次合作将茶饮与宠物消费两类场景进行组合。林里主打的现制柠檬茶作为夏季饮品，与网易严选推出的鸭肉梨配方宠物粮形成对应，分别指向人群与宠物在高温环境下的消费需求。联名活动期间，用户在门店购买指定“双杯套餐”，可获得宠物粮体验装及相关手册，官方披露此次试吃福利总量约8万份（狗粮6万份、猫粮2万份）。产品层面，林里同步上线季节限定饮品，包括区域限定的杨梅冰柠茶以及常规款单丛鸭屎香手打柠檬茶。围绕IP衍生，品牌推出包含4款“猫鸭”“狗鸭”造型周边，并在部分门店投放限量折叠宠物碗等实用型商品，强化“宠物友好”消费场景。线下方面，林里在全国范围内上线30家联名主题门店，通过场景化陈列吸引用户打卡。同时，品牌表示将联合网易严选开展宠物公益捐赠，将部分宠物食品定向提供给流浪动物救助机构。值得注意的是，此次联名动作发生在林里近期强化品牌曝光与外拓的背景下。4月15日，林里曾亮相第139届广交会，在广州展馆面向超过19万名境外采购商展示其现制柠檬茶产品，并释放出拓展海外市场的信号。其IP形象“林里鸭”在展会现场成为高频互动元素，带动品牌关注度提升。从业务规模来看，林里成立于2012年，目前全国门店数量已超过2000家。供应链方面，其披露已布局超3万亩香水柠檬果园并建设自有茶叶加工体系，同时冷链覆盖率超过96%。在行业层面，品牌对外宣称其已处于现制柠檬茶赛道头部位置。整体来看，此次与网易严选的合作更多体现为品牌在消费场景上的横向延展，通过“人+宠物”的组合切入假日经济，同时叠加IP与周边产品，探索茶饮行业在情绪消费与生活方式领域的增量空间。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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