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橘金气泡翻红,瑞幸、奈雪、古茗,最近大品

年年都回归,今年特别火?

饮品新定律:回归即火爆?

最近,瑞幸橘金气泡咖啡回归,掀起一大波购买潮,而且接下来的5月份,瑞幸还要安排一批水果拿铁和美式高调回归。

而茶饮品牌中,奈雪、茶颜悦色、古茗等10多个品牌,也都在推回归款,有的已冲进点单Top3。

为什么最近大品牌都在玩“回归”?回归即火爆又该怎么做到?

橘金气泡、初恋青提,最近瑞幸大力做“回归”

上周,让很多人日思夜想的瑞幸橘金气泡咖啡,终于回归了。

我亲测了一下,比起第一代配方,这次的橘金气泡少了一些柑橘的酸涩,不变的是绵密的气泡口感。

气泡一出,水果拿铁党、美式党都按捺不住了,瑞幸官方微博下面,大家火急火燎赶来催促,“我劝你赶快安排葡萄冰萃,不要不识抬举”,“哈密瓜赶紧回归”。

根据瑞幸5月“回归预告海报”上的时间线,水果拿铁和美式,将分别在5月中下旬陆续释出,5月9日,初恋青提水果美式已经回归。

翻了翻微博我发现,瑞幸的这波回归潮从上个月就已经开始,先后包括珞珈樱花拿铁、杨枝甘露系列,和椰青冰萃。

这些重出江湖的经典款们,都在口感、系列和概念上都做了完善与升级。

口感上,杨枝甘露轻盈版降低了含糖量,打造清爽新体验;系列上,气泡咖啡气泡家族再添一位新成员,西柚气泡。

除此之外,气泡咖啡还加入了“超级0卡糖工艺”,主打健康、无负累。

连续回归的系列人气产品,让消费者积攒了一年的期待得以释放,社交平台上的相关话题不间断,让瑞幸收获了又一波的关注。

扒了扒品牌们最近上架的产品,我观察到,不仅瑞幸,古茗、奈雪、沪上阿姨最近都在上回归款。

年年都回归,今年特别火?

为什么大品牌今年热衷玩“回归”

查看咖门饮力实验室近期饮品报告发现,在统计的50多个品牌中,3月有共计8款产品回归。

而4月份则形成了一波回归小高潮。奈雪、茶颜悦色、古茗等11个品牌,总共上架了31款经典产品,有不少品牌并未上新,而是仅出回归款。

茶颜悦色“少年系列”回归 

这些回归款,以口感清爽的果茶为主,还有少量奶茶和沙冰,且都收获了不错的效果,比如沪上阿姨的“超嗲绿豆牛乳冰”,上线三天就进入到了点单TOP3行列。

春夏之交,是品牌推新的良机,为什么品牌都选择在这个时候重新上架经典款?

行业人士普遍认为,疫情的种种限制之下,新品研发受阻,品牌上新难度自然加大。

已经经过市场检验的经典产品,有受众基础,供应链也经过了一轮一轮的完善,是一种保险、不易出错的思路。

而且,用“产品回归”做话题,从来都是消费行业屡试不爽的套路。

商业领域有一个“经典款效应”:一款产品上架以来,无论消费者习惯如何变化,它都能持续创造营收。

比如星巴克为解决夏季饮用热咖啡痛点,在上世纪90年代上新的星冰乐,到现在依旧是长青款;肯德基也有一款经典小吃嫩牛五方,每次回归都能让消费者为之倾倒。

相比用好奇心驱动消费者购买未知新品,对经典产品升级回归的期待感与怀旧感,也很容易引发消费行为,有讨论、传播的原动力。

那么,产品回归怎样做更有效果?

回归即火爆,具体怎么做到?

观察了最近回归的一系列产品,我发现今年产品回归做爆款的5个思路:

1、越是回归越要高调:瑞幸搞了一张回归海报

这段时间,瑞幸一直没闲着。

椰云拿铁风潮未过,椰青冰萃势头正盛,瑞幸又趁热打铁,连续3天,每天高调发布一张预告海报,将5月的三个回归系列全部曝光。

话题热度持续上升,气泡党、水果拿铁党、美式党有序入场,在各自阵营(预告评论区)狂欢,每日三催,期望下次上新是自己心中所念。

气泡咖啡的回归让这次狂欢迎来一次小高潮,橘金气泡回归当天,小红书的相关讨论帖刷屏。

前两天青提初恋回归,伴随而来的还有谷爱凌同款杯套、纸袋,引得不少爱凌粉前来打卡,“联名回归”套路屡试不爽,椰青冰萃也同样借助EDG获得热度。

把经典产品的回归做成一次高调营销,能让经过时间洗礼的期待感得到释放,自然能引起一波消费热潮。

2、向清爽迭代,把握口感大趋势

梳理了这两个月的回归产品,我发现清爽、解渴、平衡也是回归和迭代的方向。

这两个月的回归款以清爽可口的果茶为主、还有少量沙冰类产品。瑞幸杨枝甘露回归时,也推出轻盈款杨枝甘露,进一步降低含糖量后,口感“厚度”明显降低。

3、借助新概念,给产品增加新卖点

概念升级,也是今年大品牌推回归款普遍的做法。

比如瑞幸回归的众多经典产品,用上了“0卡糖工艺”。

椰青冰萃提出0脂0糖0卡的概念,热量仅139大卡,“相当于一个苹果”;近期回归的气泡咖啡系列、青提初恋也做了0卡糖升级。

此外,“手剥水果”概念也正在回归品中风靡,比如古茗回归品超A葡萄系列,打出“颗颗葡萄手工去皮,体验更简单纯粹好喝”的宣传点。

沪上阿姨则是为回归的绿豆牛乳冰创造怀旧情怀,把以往的去皮绿豆冰沙换成了整颗带皮绿豆,变成了消费者记忆中“家里的味道”。

4、挖掘经典款真正受欢迎的点,加以强化

“桃子嚼起来爆汁,太有夏天的感觉了!”从消费者评价能看出,喜茶多肉桃桃回归以后的受欢迎度。

以往,喜茶的多肉桃桃,就曾以饱满果肉的咀嚼愉悦感而受到广大桃桃粉的喜爱。

今年的回归款则进一步对果肉进行升级,将原本柔嫩的果茸换为水蜜桃鲜切果丁,体现果肉颗粒,更加强了咀嚼愉悦感。

同时,偏好果茸的桃桃忠实用户,也可以在点单时告知店员制作果茸款,满足了不同人群的不同喜好。

5、罐装、加大杯,拓展经典款的销售场景

产品包装的升级,也能拓展经典产品原有的售卖场景。

比如疫情影响之下,茶饮店外带订单增多,为了保持气泡咖啡的口感,瑞幸橘金、西柚气泡咖啡统一使用欧气罐锁住气泡,进行外带。

而奈雪“霸气杨梅”回归后,增加了加大杯Pro版本,果肉含量为默认杯的2.5倍多,饱满丰富,满足了消费者的不同容量需求。

结语

梳理下来,我发现今年品牌经典产品回归的基本法则:

高调、清爽、无负担,在原有优势的基础上,改良原料、增加概念,弥合原有产品的不足,并带给消费者新鲜感。

在充满不确定性的今年,这或许是一种高性价比的“上新”思路。