编辑注：随着 2024 年即将结束，我们将重点介绍今年一些最受欢迎的内容。我们期待在 2025 年继续为读者提供原创、发人深省的故事。
Stanley X Starbucks 情人节 Quencher H2.0 保温杯是一个最新的病毒式零售现象。这个 40 盎司 的保温杯与娃娃菜娃娃、Tickle Me Elmo 和 Furby 等产品齐名，这些产品都曾引发消费者排长队，甚至出现踩踏事件，争相购买这些梦寐以求的商品。尽管最初的热潮已经过去，但这个保温杯激发了长期的兴趣，二手市场的售价约为 300 美元（比其初始价格上涨了惊人的 500%）。
现在，Stanley 成为围绕什么 真正 激发这种消费者反应的更大零售行业讨论的明星。
“总体而言，独特性或有限获取的受欢迎程度根植于消费者心理，” 马萨诸塞州伍斯特理工学院的市场营销助理教授 Farnoush Reshadi 说。“许多品牌正在利用对人类心理的理解，提供限量版和独特产品，消费者会急于购买。”
Reshadi 指出，最近在各类产品中出现了限量版产品发布的激增，从化妆品到时尚、视频游戏甚至奢侈汽车。随着情人节保温杯的成功，更多品牌可能会尝试重现这种魔力。
在与 Retail TouchPoints 的深入采访中，Reshadi 深入探讨了这种心理学，稀缺性如何促进社区感和归属感，以及其他品牌可以从围绕 Stanley 和其他 “病毒品牌” 的狂热中学到什么。
Retail TouchPoints (RTP)：Stanley 与 Starbucks 合作成功背后的心理驱动因素是什么？
Farnoush Reshadi： 提供限量版和独特产品是品牌广泛使用的成熟策略，已知能为他们带来可观的利润。这些产品成功背后有几个原因：它们通过引发各种认知和情感反应来影响消费者。
推动限量版产品成功的基本原则是创造 稀缺感。研究表明，稀缺感显著影响消费者的行为。根据商品理论，产品的稀缺性增强了其感知价值和吸引力。当消费者意识到某个产品仅在有限时间或数量内可用时，他们会将其视为更特别、独特和有价值，从而愿意支付溢价并投入额外的时间和精力去获取它。
此外，限量版和独特产品受到追捧，因为它们使消费者能够 传达他们的个性并增强自尊。人类天生渴望与他人区分开来，并参与有助于他们感到独特的行为，拥有独特产品可以使个人在众人中脱颖而出，满足他们对独特性的需求。此外，独特产品可以作为地位象征，向他人传达个人的社会地位、品味和财富。 这种独特性有潜力提升消费者的自尊和信心。
最后，独特性往往在消费者之间培养归属感和社区感。属于一个拥有独特产品的特定群体可以创造一种友谊和共同身份感。消费者可能会因成为这个独特社区的一部分而感到自豪和认可，这进一步激励他们购买独特产品。
RTP：品牌资产如何与限量版产品发布的力量相关联？
Reshadi： 虽然任何品牌都可以创建限量版产品，但当提供这些产品的品牌被视为 奢华和高端 时，这些产品更成功。由形象不奢华的品牌提供的限量版产品不太可能成功。除了品牌形象外，限量版产品在 价格昂贵且公开消费时 更成功。
为此，品牌资产在限量版产品的吸引力中发挥了重要作用。强大的品牌具有高品牌资产，已在消费者中建立了信任、忠诚和认知。当这样的品牌发布限量版产品时，它利用其声誉和忠实客户基础来产生兴奋和需求。这种渴望在产品公开消费时尤为强烈，展示了对稀有物品的拥有，尤其是当这些产品由像 Starbucks 或 Stanley 这样的高端奢侈品牌出售时。
就建立强大品牌而言，限量版产品可以在提升品牌资产方面发挥关键作用。这些产品为品牌营造了独特性和稀缺感，从而提升了其感知价值和吸引力。此外，限量版商品有潜力培养与品牌现有客户之间更深的品牌忠诚度和参与度。
RTP：消费者在公共场合拥有和使用限量版产品时，会向同龄人发出什么其他 “信号”？
Reshadi: 产品作为有形的象征，反映了个人身份的各个方面，包括他们的价值观、个性、兴趣和归属感。例如，穿着印有自己喜欢乐队标志的 T 恤的人，可能在向周围的人传达他们的音乐偏好和文化身份。同样，驾驶混合动力汽车可能传达对环境可持续性的承诺，而携带高端设计师手袋可能暗示富裕和地位。通过在公共场合选择和使用产品，消费者可以表达和强化他们的身份。在某种程度上，所有消费者都在公共场合使用产品来向他人传达他们的身份。
独特性需求这一性格特征可以增强对限量版和独家产品的购买欲望。这些消费者对限量版和独家产品表现出更大的兴趣，吸引他们的是这些产品提供的表达独特性和从人群中脱颖而出的机会。影响产品稀缺性的其他消费者特征可能包括 消费者的人口统计特征，如年龄和物质主义。
RTP: 是否有特定的人口统计特征或消费者个性更容易受到这些影响？
Reshadi: 绝对是的！年轻的人群，特别是千禧一代和 Z 世代，他们是社交媒体的重度用户，通常优先考虑体验、个性和自我表达。他们被提供独特和独家体验的产品和活动所吸引，或者允许他们表达自己的身份并从人群中脱颖而出的产品。
RTP: 社交媒体的力量如何影响和加速我们迄今讨论的一切？
Reshadi: 社交媒体平台提供了强大的叙事工具，使品牌能够围绕其限量版和独家产品构建故事。通过引人入胜的视觉效果和吸引人的叙述，品牌可以创造与消费者对地位、独特性和自我表达的渴望产生共鸣的理想故事。同时，品牌通过与社交媒体影响者合作，传播有关其限量版产品的信息。由于他们庞大的粉丝基础和影响力，社交媒体影响者有能力影响消费者的购买意图。通过分享有关限量版产品的信息，社交媒体影响者可以增加消费者对购买此类产品的兴趣。
鉴于许多消费者将拥有限量版和独家产品视为地位的象征，他们非常倾向于在社交媒体上分享这些物品的照片。这就是为什么如此多的消费者分享了自己排队购买粉色 Stanley 杯的视频，或者在购买后分享了自己的照片。 这种消费者倾向于分享有关限量版和独家产品的信息，为品牌创造了 有机内容，并促进了他们信息的传播和成功。
RTP: 你能分享一些来自 Stanley 或其他品牌的战术教训或收获吗？
Reshadi: 从 Stanley-Starbucks 案例中得到的一个重要收获是联合品牌的力量。这涉及到产品的联合营销和推广，利用每个品牌的优势来增强整体产品的吸引力。
Stanley 和 Starbucks 的奢华形象使产品看起来更独特。此外，通过与拥有庞大且忠诚消费者基础的 Starbucks 合作，Stanley 能够提升其销售。这一合作不仅吸引了 Stanley 现有的客户群体，还吸引了 Starbucks 的忠实客户，从而导致产品销售的增加。最后，两个品牌强大的社交媒体存在成为了一个强有力的工具，帮助传播限量版产品的认知度并产生热议。
总体而言，像 Stanley 和 Starbucks 之间的联合品牌活动可以帮助品牌利用每个合作伙伴的优势，创造一个互利的安排，推动兴奋、热议，最终实现销售。

星巴克

斯坦利与星巴克的合作引发了消费者的极大兴趣，令人想起过去的病毒式零售现象。这款最初定价较低的 40 盎司水杯，现在的转售价格约为 300 美元，反映出 500% 的涨幅。营销专家法尔努什·雷沙迪将这一成功归因于消费者心理，特别是稀缺性和独特性的吸引力。限量版产品提升了感知价值，满足了个体的独特性，并促进了消费者之间的社区感。强大的品牌资产进一步增强了此类产品的吸引力，推动了需求和忠诚度

Editor’s Note: As 2024 comes to an end, we’re highlighting some of our most-read content of the year. We look forward to continuing to deliver original, thought-provoking stories like this one to our readers in 2025.
<div class="lb-trans">编辑注：随着 2024 年即将结束，我们将重点介绍今年一些最受欢迎的内容。我们期待在 2025 年继续为读者提供原创、发人深省的故事。
</div>The Stanley X Starbucks Valentine’s Day Quencher H2.0 Tumbler is the latest example of a viral retail phenomenon. The 40-ounce tumbler joins the likes of the Cabbage Patch Doll, Tickle Me Elmo and Furbies, which all generated long lines — even stampedes — of consumers clamoring to get their hands on these coveted goods. And while the initial hype is gone, the tumbler has spurred long-term interest, garnering a resale value of about $300(a staggering 500% increase from its initial price).
<div class="lb-trans">Stanley X Starbucks 情人节 Quencher H2.0 保温杯是一个最新的病毒式零售现象。这个 40 盎司 的保温杯与娃娃菜娃娃、Tickle Me Elmo 和 Furby 等产品齐名，这些产品都曾引发消费者排长队，甚至出现踩踏事件，争相购买这些梦寐以求的商品。尽管最初的热潮已经过去，但这个保温杯激发了长期的兴趣，二手市场的售价约为 300 美元（比其初始价格上涨了惊人的 500%）。
</div>Now, Stanley is the star of a much bigger retail industry discussion around what actually inspires this level of consumer response.
<div class="lb-trans">现在，Stanley 成为围绕什么 真正 激发这种消费者反应的更大零售行业讨论的明星。
</div>“Overall, the popularity of exclusivity or limited access is rooted in consumer psychology,” said Farnoush Reshadi, an Assistant Professor of Marketing at the Worcester Polytechnic Institute, a STEM-focused university in Worcester, Mass. “Many brands are capitalizing on their understanding of human psychology to offer limited-edition and exclusive products that consumers will eagerly rush to buy.”
<div class="lb-trans">“总体而言，独特性或有限获取的受欢迎程度根植于消费者心理，” 马萨诸塞州伍斯特理工学院的市场营销助理教授 Farnoush Reshadi 说。“许多品牌正在利用对人类心理的理解，提供限量版和独特产品，消费者会急于购买。”
</div>Reshadi noted that there has been a recent surge in limited-edition product drops across product categories, from cosmetics to fashion, video games and even luxury automobiles. And with the success of the Valentine’s Day tumbler, even more brands are likely going to try to re-create the magic.
<div class="lb-trans">Reshadi 指出，最近在各类产品中出现了限量版产品发布的激增，从化妆品到时尚、视频游戏甚至奢侈汽车。随着情人节保温杯的成功，更多品牌可能会尝试重现这种魔力。
</div>In an in-depth interview with Retail TouchPoints, Reshadi digs into this psychology, how scarcity also fosters a sense of community and belonging, and what other brands can learn from the mania surrounding Stanley and other “viral brands.”
<div class="lb-trans">在与 Retail TouchPoints 的深入采访中，Reshadi 深入探讨了这种心理学，稀缺性如何促进社区感和归属感，以及其他品牌可以从围绕 Stanley 和其他 “病毒品牌” 的狂热中学到什么。
</div>Retail TouchPoints (RTP): What were the psychological drivers behind the success of Stanley’s collaboration with Starbucks?
<div class="lb-trans">Retail TouchPoints (RTP)：Stanley 与 Starbucks 合作成功背后的心理驱动因素是什么？
</div>Farnoush Reshadi: Providing limited-edition and exclusive products is a well-established and widely used strategy by brands, known to yield significant profits for them. There are several reasons behind the success of these products: they influence consumers by eliciting various cognitive and emotional reactions.
<div class="lb-trans">Farnoush Reshadi： 提供限量版和独特产品是品牌广泛使用的成熟策略，已知能为他们带来可观的利润。这些产品成功背后有几个原因：它们通过引发各种认知和情感反应来影响消费者。
</div>The fundamental principle driving the success of limited-edition products is creating a sense of scarcity. Research indicates that the feeling of scarcity significantly influences consumers’ behavior. According to the commodity theory, the scarcity of a product enhances its perceived value and appeal. When consumers realize that a product is only available for a limited time or in limited quantities, they perceive it as more special, unique and valuable, leading them to be willing to pay a premium price and invest additional time and effort to acquire it.
<div class="lb-trans">推动限量版产品成功的基本原则是创造 稀缺感。研究表明，稀缺感显著影响消费者的行为。根据商品理论，产品的稀缺性增强了其感知价值和吸引力。当消费者意识到某个产品仅在有限时间或数量内可用时，他们会将其视为更特别、独特和有价值，从而愿意支付溢价并投入额外的时间和精力去获取它。
</div>Furthermore, limited-edition and exclusive products are sought after because they enable consumers to signal their individuality and bolster their self-esteem. Humans have an innate desire to differentiate themselves from others and engage in behavior that helps them feel unique, and possessing an exclusive product can set individuals apart from the crowd, fulfilling their need for uniqueness. Additionally, exclusive products can function as status symbols, communicating an individual’s social standing, taste and affluence to others. This element of exclusivity has the potential to elevate consumers’ self-esteem and confidence.
<div class="lb-trans">此外，限量版和独特产品受到追捧，因为它们使消费者能够 传达他们的个性并增强自尊。人类天生渴望与他人区分开来，并参与有助于他们感到独特的行为，拥有独特产品可以使个人在众人中脱颖而出，满足他们对独特性的需求。此外，独特产品可以作为地位象征，向他人传达个人的社会地位、品味和财富。 这种独特性有潜力提升消费者的自尊和信心。
</div>Finally, exclusivity often fosters a sense of belonging and community among consumers. Belonging to a select group of individuals with access to exclusive products can create a sense of camaraderie and shared identity. Consumers may feel a sense of pride and validation from being part of this exclusive community, which can further motivate them to purchase exclusive products.
<div class="lb-trans">最后，独特性往往在消费者之间培养归属感和社区感。属于一个拥有独特产品的特定群体可以创造一种友谊和共同身份感。消费者可能会因成为这个独特社区的一部分而感到自豪和认可，这进一步激励他们购买独特产品。
</div>RTP: How does brand equity tie into the power of limited-edition product drops?
<div class="lb-trans">RTP：品牌资产如何与限量版产品发布的力量相关联？
</div>Reshadi: Although any brand can create a limited-edition product, such products are more successful when the brand offering them is perceived as luxurious and prestigious. Offering limited-edition products by brands that have a non-luxurious image is unlikely to succeed. In addition to the brand image, a limited-edition product is more successful when it is expensive and when it is consumed publicly.
<div class="lb-trans">Reshadi： 虽然任何品牌都可以创建限量版产品，但当提供这些产品的品牌被视为 奢华和高端 时，这些产品更成功。由形象不奢华的品牌提供的限量版产品不太可能成功。除了品牌形象外，限量版产品在 价格昂贵且公开消费时 更成功。
</div>To that end, brand equity plays a significant role in the appeal of limited-edition products. A strong brand with high equity has built trust, loyalty and recognition among consumers. When such a brand releases limited-edition products, it leverages its reputation and loyal customer base to generate excitement and demand. This desire is particularly strong when the product is consumed publicly, showcasing ownership of a rare item, especially when sold by prestigious luxury brands like Starbucks or Stanley.
<div class="lb-trans">为此，品牌资产在限量版产品的吸引力中发挥了重要作用。强大的品牌具有高品牌资产，已在消费者中建立了信任、忠诚和认知。当这样的品牌发布限量版产品时，它利用其声誉和忠实客户基础来产生兴奋和需求。这种渴望在产品公开消费时尤为强烈，展示了对稀有物品的拥有，尤其是当这些产品由像 Starbucks 或 Stanley 这样的高端奢侈品牌出售时。
</div>As far as building strong brands, limited-edition products can play a crucial role in enhancing brand equity. These offerings cultivate an aura of exclusivity and scarcity around the brand, thereby boosting its perceived value and appeal. Moreover, limited-edition items have the potential to cultivate deeper brand loyalty and engagement with a brand’s existing customers.
<div class="lb-trans">就建立强大品牌而言，限量版产品可以在提升品牌资产方面发挥关键作用。这些产品为品牌营造了独特性和稀缺感，从而提升了其感知价值和吸引力。此外，限量版商品有潜力培养与品牌现有客户之间更深的品牌忠诚度和参与度。
</div>RTP: What other “signals” do consumers give off to their peers when they own and use limited-edition products in public?
<div class="lb-trans">RTP：消费者在公共场合拥有和使用限量版产品时，会向同龄人发出什么其他 “信号”？
</div>Reshadi: Products serve as tangible symbols that reflect various aspects of an individual’s identity, including their values, personality, interests and affiliations. For example, someone wearing a T-shirt with the logo of their favorite band may be signaling their musical preferences and cultural identity to those around them. Similarly, driving a hybrid car may communicate a commitment to environmental sustainability, while carrying a high-end designer handbag may signal affluence and status. By selecting and using products in public settings, consumers can express and reinforce their identity. To some extent, all consumers use products in public to communicate their identity to others.
<div class="lb-trans">Reshadi: 产品作为有形的象征，反映了个人身份的各个方面，包括他们的价值观、个性、兴趣和归属感。例如，穿着印有自己喜欢乐队标志的 T 恤的人，可能在向周围的人传达他们的音乐偏好和文化身份。同样，驾驶混合动力汽车可能传达对环境可持续性的承诺，而携带高端设计师手袋可能暗示富裕和地位。通过在公共场合选择和使用产品，消费者可以表达和强化他们的身份。在某种程度上，所有消费者都在公共场合使用产品来向他人传达他们的身份。
</div>The personality trait known as the need for uniqueness can heighten the desire to buy limited-edition and exclusive products. These consumers exhibit a greater interest in limited-edition and exclusive products, drawn to the opportunity they provide for expressing their uniqueness and standing out from the crowd. Other consumer characteristics that influence product scarcity can include consumer demographics such as age and materialism.
<div class="lb-trans">独特性需求这一性格特征可以增强对限量版和独家产品的购买欲望。这些消费者对限量版和独家产品表现出更大的兴趣，吸引他们的是这些产品提供的表达独特性和从人群中脱颖而出的机会。影响产品稀缺性的其他消费者特征可能包括 消费者的人口统计特征，如年龄和物质主义。
</div>RTP: Are there any specific demographics or consumer personalities that are more susceptible to these influences?
<div class="lb-trans">RTP: 是否有特定的人口统计特征或消费者个性更容易受到这些影响？
</div>Reshadi: Definitely! Younger demographics, particularly millennials and Gen Z, who are heavy users of social media, often prioritize experiences, individuality and self-expression. They are drawn to products and campaigns that offer unique and exclusive experiences or allow them to express their identity and stand out from the crowd.
<div class="lb-trans">Reshadi: 绝对是的！年轻的人群，特别是千禧一代和 Z 世代，他们是社交媒体的重度用户，通常优先考虑体验、个性和自我表达。他们被提供独特和独家体验的产品和活动所吸引，或者允许他们表达自己的身份并从人群中脱颖而出的产品。
</div>RTP: How does the power of social media influence and accelerate everything we’ve discussed thus far?
<div class="lb-trans">RTP: 社交媒体的力量如何影响和加速我们迄今讨论的一切？
</div>Reshadi: Social media platforms offer powerful storytelling vehicles that enable brands to craft narratives around their limited-edition and exclusive offerings. Through captivating visuals and engaging narratives, brands can create aspirational stories that resonate with consumers’ desires for status, exclusivity and self-expression. Simultaneously, brands disseminate information about their limited-edition products through collaborating with social media influencers. With their substantial follower bases and influential sway, social media influencers hold the power to sway consumer purchase intentions. By sharing information about limited-edition products, social media influencers can increase consumers’ interest in purchasing such products.
<div class="lb-trans">Reshadi: 社交媒体平台提供了强大的叙事工具，使品牌能够围绕其限量版和独家产品构建故事。通过引人入胜的视觉效果和吸引人的叙述，品牌可以创造与消费者对地位、独特性和自我表达的渴望产生共鸣的理想故事。同时，品牌通过与社交媒体影响者合作，传播有关其限量版产品的信息。由于他们庞大的粉丝基础和影响力，社交媒体影响者有能力影响消费者的购买意图。通过分享有关限量版产品的信息，社交媒体影响者可以增加消费者对购买此类产品的兴趣。
</div>Given that many consumers perceive owning limited-edition and exclusive products as a status symbol, they are highly inclined to share pictures of such items on social media. This is why so many consumers shared videos of themselves standing in line to purchase a pink Stanley cup or shared a photo of themselves after purchasing one. This consumer inclination to share information about limited-edition and exclusive products creates organic content for brands and contributes to the virality of their messages and their success.
<div class="lb-trans">鉴于许多消费者将拥有限量版和独家产品视为地位的象征，他们非常倾向于在社交媒体上分享这些物品的照片。这就是为什么如此多的消费者分享了自己排队购买粉色 Stanley 杯的视频，或者在购买后分享了自己的照片。 这种消费者倾向于分享有关限量版和独家产品的信息，为品牌创造了 有机内容，并促进了他们信息的传播和成功。
</div>RTP: Are there any tactical lessons or takeaways you can share from Stanley or other brands?
<div class="lb-trans">RTP: 你能分享一些来自 Stanley 或其他品牌的战术教训或收获吗？
</div>Reshadi: One important takeaway from the Stanley-Starbucks case is the power of co-branding. It involves the joint marketing and promotion of the product, leveraging the strengths of each brand to enhance the overall offering and appeal to consumers.
<div class="lb-trans">Reshadi: 从 Stanley-Starbucks 案例中得到的一个重要收获是联合品牌的力量。这涉及到产品的联合营销和推广，利用每个品牌的优势来增强整体产品的吸引力。
</div>The luxurious image of both Stanley and Starbucks made the product seem more exclusive. Additionally, by collaborating with Starbucks, a company with a large and loyal consumer base, Stanley was able to boost its sales. This partnership not only attracted Stanley’s existing customer base but also drew in Starbucks’ loyal customers, leading to increased sales for the product. Finally, the strong social media presence of both brands served as a powerful tool that helped spread awareness and generate buzz surrounding the limited-edition product.
<div class="lb-trans">Stanley 和 Starbucks 的奢华形象使产品看起来更独特。此外，通过与拥有庞大且忠诚消费者基础的 Starbucks 合作，Stanley 能够提升其销售。这一合作不仅吸引了 Stanley 现有的客户群体，还吸引了 Starbucks 的忠实客户，从而导致产品销售的增加。最后，两个品牌强大的社交媒体存在成为了一个强有力的工具，帮助传播限量版产品的认知度并产生热议。
</div>Overall, co-branding initiatives such as the one between Stanley and Starbucks can help brands capitalize on the strengths of each partner to create a mutually beneficial arrangement that drives excitement, buzz and ultimately, sales.
<div class="lb-trans">总体而言，像 Stanley 和 Starbucks 之间的联合品牌活动可以帮助品牌利用每个合作伙伴的优势，创造一个互利的安排，推动兴奋、热议，最终实现销售。
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