冲刺春节档，古茗、奈雪、1点点都在推这个年味水果

Core Insights - The rise of orange beverages is notable as various brands launch new products, indicating a growing trend in the market [1][3][19] - The emotional value associated with oranges, particularly during the New Year season, enhances consumer appeal and brand marketing strategies [8][10] - Despite the current popularity, oranges may struggle to achieve the same market dominance as apples due to seasonal limitations and flavor intensity [21][24][25] Product Launches - Brands like Nayuki, 1点点, and 古茗 have introduced new orange drinks, such as "超C小橙瓶" and "手剥粒粒大橘," which emphasize fresh fruit and high vitamin C content [1][3][5] - A specialized orange beverage store in Shanghai achieved sales of 91.3 million yuan within 30 days, selling over 40,000 cups [5][12] - The trend includes innovative combinations, such as 茉酸奶's "春见粑粑柑系列," which merges fresh fruit with organic yogurt [5][16] Consumer Preferences - The unique "natural burst" characteristic of oranges provides a satisfying experience for consumers, differentiating them from other citrus fruits like oranges [12][14] - The strong flavor profile of orange beverages can lead to consumer fatigue, making them less suitable for daily consumption compared to apple drinks [22][23] - The emotional connection to oranges, especially during festive seasons, enhances their marketability and consumer engagement [10][21] Market Dynamics - The current surge in orange beverage popularity is largely driven by seasonal demand, with new product launches concentrated from November to February [21][25] - Unlike apples, which have achieved year-round popularity, oranges are likely to see a decline in demand post-New Year as other seasonal fruits become available [19][21] - Brands are encouraged to position orange drinks as limited-time offerings for the festive season to maximize their market impact [26]