Why do brands always use the “limited-time return” tactic so successfully?

Some time ago, brands such as Honor of Kings, KFC and Nayuki all adopted limited-time returns of their products in different forms. Consumers love and hate this. So, what exactly is the "limited-time return" returning to? Even if it does not always receive good reviews and affirmation from users, why does it continue? Let's take a look at the author's analysis.

On February 10, the King of Glory Xiao Qiao's Pure White Bride skin returned for a limited time. This return was in the form of a lottery. Many people spent 300 yuan to draw but still failed to win. The original price was 78.8 yuan, but after the limited time return, it was raised to such a high price, which inevitably caused players to complain: "Xiao Wang's greed is too ugly!"

At the end of March, two KFC meat burgers returned for a limited time, namely the "Bacon Chicken Thigh Burger" and the "Dongkazi Chicken Thigh Burger". You can get two for 26 yuan. Consumers really love and hate it. There is really a lot of meat, but it is still as greasy as before...

On May 17, Nayuki took advantage of the 520 anniversary to re-launch the peach series, with the return price of a bucket of peaches (1L) at only 19.8 yuan. This time, Nayuki put a lot of effort into its packaging, launching a "bucket bag set", and buying a "bucket of peaches" also gave away a peach bucket bag. At the same time, it also brought in spokesperson Xilinnayi Gao to add fuel to the hot sales of the new product, and produced a related "big peach emoji package", and launched a 520 greeting card exclusive area. It was sold out as soon as it was launched last year, and this year's return is also particularly anticipated, making people exclaim "Happiness is back!"

The slogan of "limited time return" has been used year after year, but it does not always receive good reviews and recognition from users. Why does it continue?

1. “Limited time return”, why is it always you?

1. Up and down, the brand "flirts" and then runs away

"Come and go, flirt and run!"

——KFC Tender Beef Five Square 2019 Return Advertisement

Anyone who has paid attention to KFC’s “Five-course Tender Beef” should have some feelings about this.

In 2008, KFC launched the "Tender Beef Five-Sided" for the first time, but it was taken off the shelves in 2012.

It was not until 2017 that “Tender Beef and Five Squares” made its first comeback. It became an instant hit and was sold out in about 10 days.

In 2018, "Tender Beef Five Squares" returned for the second time and was snapped up by 8 million units.

Subsequently, it basically returns once a year. Confident of being favored, the Chinese-flavored "Tender Beef and Five-spice Piece" has won the recognition and love of the public. Because of consumers' payment, the "Tender Beef and Five-spice Piece" can be so "willful" and has the confidence to "run away after teasing".

Of course, each return also adds some new features. In 2021, it returned under the banner of a collaboration with "Wenheyou", added new flavors, and launched "Wenheyou Spicy Crayfish and Tender Beef Five-Sided Stew". This year, it launched a collaboration with Xiaolongkan called "Maoxuewang Tender Beef Five-Sided Stew", but the reviews received were mixed.

Wenheyou Spicy Crayfish and Tender Beef with Five Side Dishes

Maoxuewang Tender Beef and Five Sides

Will the co-branded version be the end of every return of KFC’s “Tender Beef Five Squares”?

In addition to KFC, the returning products of other brands are also popular as soon as they return. So does it mean that as long as brands launch "limited-time return" products, they can create a situation where they become popular as soon as they return?

When a brand uses the "limited time return" strategy, not all products are suitable for the product; they also need to have features that are worthy of a return.

There is a "classic effect" in the business world. If a product can continue to generate revenue since it was put on the shelves, then no matter how consumer habits change, it should be a regular item on the shelves.

The main feature of “Limited Time Return” is the “Classic Effect”. Classics never go out of style, just like when fans of “Tender Beef and Five-Sided Pastry” open the layers of pastry, the scene is like going back to 2008, and it is still the taste we miss from the past.

Such "classic models" usually achieve good sales and win the hearts of consumers when they are put on the shelves. Every return will re-attract consumers' attention and link certain emotions.

Therefore, the products that brands choose to use for the "limited-time return" strategy are mainly products with market demand and certain emotional value.

2. Knowing that it is “hunger marketing”, why do consumers still rush to buy?

"Limited time return" follows the route of "hunger marketing", emphasizing "limited time and limited quantity", giving people a psychological hint that "if you miss it, you will never have it again", creating scarcity of products to stimulate consumers' desire to buy.

The limited-time return of the packaging makes many passers-by want to join in the fun. Curiosity drives consumers to speed up their purchasing behavior so as not to miss this "special moment".

I believe everyone is familiar with the practice of "shoe speculation". The rush to buy shoes has led to high prices for shoes.

When the limited edition was released, consumers who saw their "favorite" could not hold back their wallets, but due to its popularity, many consumers who wanted to buy it were unable to get it. Some could only buy Putian shoes to fill the gap, and some even did not hesitate to spend a high price to buy it on behalf of others.

There was a joke on the Internet: "You can step on me, but you can't step on my AJ shoes." I believe everyone has heard about the rush to buy Air Jordans at that time. The scene was so hot! "Even the most popular "limited edition" will have its time to return. The "Air Jordan Shark" model has gone through multiple versions through multiple popularizations and returns.

Sometimes consumers buy not only products, but also affirmation and love for the products. Many tea beverage industries continue to bring back "seasonal drinks", and consumers are still happy to buy them. What they miss is the taste that we can't forget!

In the 4P marketing strategy, the first one is "product", and the subsequent gameplay is based on "product". The "limited time return" product is not a regular one, but a "up and down" routine with us. When it returns again, it may bring us something new and exciting, which enhances the sense of surprise.

It is this uncertainty that makes consumers continue to look forward to the "limited time return" to satisfy their own "hunger".

2. “Limited time return”, what are returning?

Won’t consumers get tired of the repeated “limited-time returns”?

To be honest, there are definitely some. Take KFC’s tender beef and five-sided for example. Although it is expected to return for a limited time every now and then, it will also make some consumers annoyed: “I can’t stand the constant hunger marketing.”

Source: Weibo

There will definitely be voices of disapproval, and in fact, brands have also taken this into consideration, so every time they return, they inject some new elements or upgrade products based on current market consumption trends to bring new highlights for their return.

Some time ago, Nayuki's Tea's classic product "Baqi Yangmei" was upgraded and returned, with sales of 150,000 cups on the first day. According to reports, the product has added a manual crushing process, retaining the fiber of the Yangmei pulp, and the tea base uses the gold medal jasmine first snow. This time, Nayuki also launched new products "Yangmei Bubble" and "Yangmei Daifu". In order to ensure the quality of fresh fruit, Nayuki cooperated with many Yangmei origins across the country, such as Shiping County, Yunnan, to establish an exclusive Yangmei base.

In addition, a new promotion method has been added. "Limited-time return" itself has the characteristics of a joke. Brands will build momentum in advance on social media. The banner of "limited-time return" can trigger heated discussions among netizens. The return is also a conference for complaints, and there are also voices of expectation. The more the return, the more high-profile it has to be, so the poster preheating is done.

In addition, joint ventures or discount returns are also a common way to attract more attention and traffic.

In fact, many "up and down" products are mostly popular among the public in the market. Brands create an atmosphere of limited-time return, which is actually taking the sentimental route. Every return can evoke consumers' memories of the past.

"Look, it's back again!"

“No, it’s my childhood coming back.”

…

When many people see a returning product, they will recall the feeling when they first encountered it. With the development of the Internet, a wave of nostalgia has arisen, and jokes have become the "ticket" for many people to recall the product.

Brands will also use this as a selling point, deliberately highlighting "reunion after a long separation" in their promotional copy, using this kind of emotional marketing method to boost product sales.

3. The longest road I have traveled is the routine of "limited time return"

The "limited-time return" marketing method reappears year after year, and it can indeed attract a certain amount of attention from consumers and drive sales growth. However, if each return does not bring a refreshing feeling, or even performs worse than before, it will have a certain impact on consumers' user experience and brand image in the long run.

Consumers buy into this approach, but that doesn’t mean brands can use it indefinitely. They need to pay attention to the frequency and “innovation points,” and every return will be a new test.

Consumers will joke that "the longest road I have ever walked is a limited-time return routine." Brands need to pay attention to the fact that while building their own products, hunger marketing also needs to be moderate, and never turn ridicule into negative material.

Author: Ginny; Official Account: Yunyingpai (ID: yunyingpai666)