Marketing Interpretation Of Brand Limited Edition

Many brands will offer limited edition products, especially those of the top international brands.

Limited edition products usually satisfy consumers' unique and differentiated psychological needs and satisfaction, so the limited edition products should first meet the following requirements:

There are several purposes for brands to launch limited edition. The first is to create fashionable and popular gimmicks and symbols to attract consumers' eyeballs. Limited edition represents rare quantity, unique design and special commemorative significance to consumers. The core value of limited edition is not product but the dream and exclusiveness it can offer to consumers. Consumers will pay great attention to it. Second, it promotes brand grade and social status through limited edition, restricts the number of buyers with "limited", and even some brands need to make reservations or queues, create scarce scenes, and reduce the price sensitivity of consumers, so as to raise the selling price.

Third, the proper launch of limited edition products can effectively boost sales and expand sales through a limited number of products. Limited edition can be launched according to special events and special time, such as Valentine's day, Christmas day, 38 quarter, brand birth date and so on.

Limited edition can play a direct role in promoting sales of enterprises, but limited edition is difficult to achieve breakthroughs in scale because of low output. Therefore, limited edition marketing can only be a supplement to conventional marketing methods for enterprises, but can not become a leading marketing mode. The introduction of limited edition products can well publicize brands and make brands look more fashionable, which can be regarded as an ingenious marketing strategy.

Limited edition products must be unique in terms of workmanship, product design and quality, and must be distinguished from other products launched by the brand, because consumers often expect higher expectations because of your limited edition products, so the quality requirements of the products are stricter. If a limited edition product quality is not good, the brand will be greatly harmed. In addition, limited edition can not be used frequently. If you want to pursue the scale of profit, it will not work if you only want to release limited edition products. The limited edition will do more to enhance the brand's popularity, image, grade and culture, but doing more will be counterproductive.