How does the "One Issue One Meeting" new tea drink play "seasonally limited" marketing?

Limited products are marketed only in limited seasons

According to industry insiders, many brands use seasonal limited products as a marketing tool to create a trendy brand positioning to attract new generation consumers

Brands push limited products

The period of "one period, one meeting" is limited, and the most common one is seasonal

Seasonal restrictions also provide a good opportunity for brands to show their talents

According to industry insiders, "seasonal limitation" gives young consumers many reasons to buy products, such as limited release quantity, limited release time, and associated meaningful additional content and experience

On the one hand, "seasonal limitation" captures the urgent mentality of consumers that "what is rare is more expensive", and also satisfies the mentality of young consumers who are curious and trend-chasing

Seasonal ingredients create a sense of scarcity

At present, season-limited flavors have become a product marketing strategy, and brands often put new flavors developed in the market in the name of limited flavors to find new growth points

In the North American market, Starbucks' pumpkin latte, which is launched every fall, has also become its most popular drink

At the same time, restrictions can help improve the quality of the brand

In addition to the spring cherry blossom series, Nayuki's tea series, the summer lychee series and the winter cherries series are all very popular seasonal limited products

In this regard, some people in the industry said that the so-called restriction is nothing more than a marketing, publicity and promotion method of the company.

Make connotative "limited" products

Food industry analyst Zhu Danpeng said that the new generation, as a mainstream consumer group, prefers topical and fresh products in terms of consumer thinking and consumer behavior

　　However, not all seasonal limited marketing, consumers will buy it

　　An industry insider said, "Eat buds in spring, melons in summer, fruits in autumn, and roots in winter

(Comprehensive arrangement by Wang Han)

      "China Food News" (April 26, 2021 04 edition)

(Editor-in-charge: Wang Han)