茶饮品牌，开始集体卷“传家宝”了

Core Viewpoint - The tea beverage industry is experiencing a significant shift towards nostalgia, with brands returning to classic products as a strategic response to market saturation and consumer demand for familiar flavors [3][5][41]. Group 1: Industry Trends - In 2025, tea brands are moving away from novelty and focusing on classic flavors, as the rapid innovation cycle has become unsustainable [6][7]. - The trend of "classic product returns" is driven by a need for value creation and consumer familiarity, leading to a resurgence of familiar tastes [8][9]. - Major brands are reviving historical products that once defined consumer experiences, utilizing minor innovations to reintroduce them to the market [9][10]. Group 2: Successful Product Returns - In April 2025, Shuyi Shao Xian Cao reintroduced its popular product "Chengman Mountain Tea Flower," which had previously sold over 9 million cups in 2022, marking the start of the nostalgia trend [12][10]. - Nayuki's tea is preparing for the summer with the return of "Baqi Yangmei," which achieved sales of 3 million cups in just half a month [14][16]. - Tea Baidao reintroduced classic fruit teas and upgraded its "Double Ball Ice Cream Red Tea" to enhance consumer satisfaction during the summer season [18][20]. Group 3: Consumer Engagement and Brand Strategy - The return of classic products is not merely nostalgia marketing; it is a strategic adjustment to address growth pressures and competition in a saturated market [41][50]. - Brands are leveraging the emotional connection consumers have with classic products, which often serve as a form of social currency and personal memory [51][49]. - The focus on classic products allows brands to maintain operational efficiency and quality assurance, as these items have established recipes and consumer trust [48][46]. Group 4: Innovative Marketing Approaches - Brands are employing innovative strategies to revitalize classic products, such as deconstructing traditional combinations and integrating new elements to create unique offerings [61][62]. - The marketing approach has shifted from merely selling products to creating meaningful experiences and cultural symbols that resonate with consumers [66][68]. - Engaging consumers in the product creation process, such as through DIY options and feedback mechanisms, enhances brand loyalty and anticipation for product returns [70][73]. Group 5: Long-term Value Creation - Establishing annual return rituals for classic products helps brands cultivate consumer habits and expectations, transforming short-term hits into long-term assets [75][78]. - The essence of successful classic product revitalization lies in maintaining quality while innovating, ensuring that nostalgia does not compromise brand integrity [80][81].