The origin of Halloween and pumpkin can be traced back to an ancient Irish legend. In the story, a man named Jack could neither go to heaven nor hell after his death because of his stinginess and mischief. He could only wander in the dark with a small candle. Later, people made lanterns with hollowed-out radishes to commemorate him, which was the earliest "Jack-o'-lantern". When the Irish immigrated to the United States, they found that pumpkins were more suitable for carving, so pumpkin lanterns gradually became a symbol of Halloween. Pumpkin lanterns not only represent the themes of ghosts and monsters, but also symbolize harvest and awe of nature.

With the popularity of Halloween around the world, the demand for pumpkin-related products is also growing. From pumpkin lanterns, pumpkin decorations to pumpkin-themed food and drinks, the market shows a diversified development trend. For example, Starbucks launches pumpkin-themed drinks and peripheral products every year, such as pumpkin latte and pumpkin-themed mobile phone cases. Luckin Coffee also launched the "Pumpkin Porridge" latte during Halloween. Although some consumers questioned its innovation, it also showed the brand's attention to the holiday market.

1. Advantages of private brands in the Halloween pumpkin market

Private brands can attract consumers through unique designs and high-quality products. For example, some brands may launch creative pumpkin lantern designs or develop unique pumpkin-themed foods. In addition, private brands can also enhance the appeal of their products through story marketing. For example, brands can tell the origin story of pumpkin lanterns or share the cultural background related to Halloween, so that consumers can feel the cultural connotation of the festival while purchasing products.

2. Brand marketing strategy

(I) Story marketing
Brands can attract consumers by telling the legend of pumpkin lanterns. This story is not only interesting, but also allows consumers to feel the cultural heritage of Halloween. Brands can incorporate this story into product packaging and promotion, so that consumers can learn about the history and culture of Halloween while purchasing products.
(II) Product innovation
Brands can attract consumers through innovative products. For example, in addition to traditional pumpkin lanterns and pumpkin-themed foods, brands can also develop pumpkin-themed clothing, accessories, etc. In addition, brands can also expand their brand influence by cooperating with other brands to launch co-branded products.
(III) Social media marketing
Brands can promote their products through social media platforms. For example, brands can release a series of tutorial videos related to pumpkin lantern making before Halloween, or hold pumpkin lantern making competitions to encourage consumers to participate and share their works. In this way, brands can not only increase product awareness, but also enhance the interaction between consumers and brands.

III. Challenges

Although the Halloween pumpkin market has great potential, private brands also face some challenges. First, the market competition is fierce and consumers have many choices. Brands need to stand out from many competitors, so they need to continue to innovate and improve product quality. Secondly, consumers have higher and higher requirements for the cultural connotation and story background of products. Brands need to have a deep understanding of the cultural background of Halloween and incorporate it into the design and promotion of products to better attract consumers.

IV. Conclusion

Halloween pumpkin private brands have great development potential in the market. Through strategies such as story marketing, product innovation and social media marketing, brands can attract more consumers. However, brands also need to face the challenges of market competition and consumer demand. Only by continuous innovation and improving product quality can they succeed in the Halloween pumpkin market.