Text: Yingbei
The so-called thirty years in Hedong and thirty years in Hexi are particularly prominent in the business world. In our business development field, there are always some companies that rise rapidly, and in the field they are engaged in, they are successful and grow into a business legend. In recent years, the business community has indeed seen many people on China's rich list, but the person who becomes The richest man in China is not static.
Not long ago, Forbes released the list of Chinese mainland richest people, the richest man was occupied by the 66-year-old Zhong Sui, whose personal value was as high as $62.6 billion. Perhaps many people do not know him, but if you say Nongfu Spring, I think most people are not strangers, he with the brand of Nongfu Spring, won the throne of China's richest man.
As we all know, water is the source of life. Drinking water can be said to be an indispensable necessity in our daily life, consumers have a portable demand for drinking water, so bottled drinking water has become a key consumer goods expenditure in the daily expenses of many people.
However, I don't know when it began, this extremely common, very cheap water was suddenly endowed with a variety of "functions and values", such as what "dissolved oxygen content is 6 to 10 times that of ordinary water", what "primary forest filtration, health and you are often accompanied", what "contains a variety of minerals, can promote the function of the human digestive system", and what is more, with gold to fill water, a bottle of 60,000 US dollars (about 420,000 yuan), these mineral waters are known as "water nobles",
These include Fillico, a natural mineral water in Kobe, Japan (about 700 yuan a bottle, limited to 5,000 bottles per month), BlingH2O mineral water in the United States (about 1,000 yuan a bottle, initially sold only to famous actors and athletes), and the Palace of Versailles for the royal family to enjoy CHATELDON (1 ml 1 yuan, usually only available in top supermarkets). The above is only the tip of the iceberg of the "water nobles", I am afraid that even the water itself does not know, human beings have made so many moths with it.
However, there is one brand that is a special case, when other brands pursue high-end people, it uses perennial packaging, it seems that it has not been replaced, giving people a very cheap feeling, which is the "ice dew" of the Coca-Cola company.
When it comes to ice dew, many people's first impression will be "shabby". Shabby packaging, shabby plastic bottles, and even many people complain that even the bottles are twisted, but the bottle cap is not unscrewed. In contrast, the bottle design of other bottled water brands is becoming more and more high-end and humanized, and even abandons the traditional plastic bottle and uses glass bottles. But Ice Dew seemed to turn a deaf ear and continued to use "outdated" packaging "in its own way". Therefore, the soft ice dew of the bottle as soon as it is pinched naturally leaves a less friendly impression in the minds of consumers.
However, for the problem reflected by consumers, Ice Dew has not changed and has always adhered to the original packaging. Including the input cost, the cost of ice dew in packaging is always the minimum.
But in fact, the packaging of ice dew is actually specially designed, and this soft bottle body is called "environmentally friendly lightweight bottle". As the name suggests, environmental protection and lightweighting are the biggest highlights of this design. Not only is it harmless to the human body, but it also has less environmental pollution. At the same time, as long as the empty bottle is twisted, the footprint can be reduced and the recycling efficiency can be improved.
Ice dew maintains the price of 1 yuan a bottle anyway, and never increases the price. Ice dew also relies on the low-price strategy to expand its place in China's bottled drinking water market, and can stand firm in the market as the sixth place. Consumers are gradually shifting their "shabby" impressions to "cheap" and "real," and they don't invest in advertising like other brands, nor do they ever advertise that they have minerals in their water. Instead, they boldly admit that their water is only 100% water, which is actually very ordinary, and does not change the quality of the bottle, which is why it is cheap.
Although everyone's income now has a certain degree of growth, but we all know that China's population base is large, so there are still many consumers with general economic conditions, 5, 6 yuan a bottle of mineral water for this part of the people is a bit expensive. Ice Dew is aware of this and has been rooted in the low-end market for many years, although there are many brands in the low-end drinking water market, but due to the long stay in the hearts of the people, Ice Dew's sales are much higher than other brands.
Compared with the high-end market, the profit of low-end drinking water is lower, but because of the cheap price, there are many consumers of ice dew, especially young groups, after the hot summer exercise, drink a bottle of ice dew mineral water in one breath, not only to quench thirst but also cheap. If you buy it in a box, the average price of a bottle of ice dew may only be a few cents, and who can refuse such mineral water?
The essence of water is a human necessity, and people don't have much "fancy" demand for water. In the eyes of most people, as long as it is clean and hygienic, it can be drunk, and there is no concern about packaging and other issues. Rather than saying that ice dew is deeply trapped in the low-end market, it is better to say that other brands have lost to ice dew in the low-end market while competing in the high-end market. Ice Dew also seized the opportunity and quickly stood out in the low-end market, generating billions of sales every year.
Different people have different views on the packaging of mineral water. Some argue that the packaging of bottled water should change as living standards improve. Of course, there are also people who think that the packaging of bottled water is not important, as long as the water quality is guaranteed. When you buy bottled water, do you look at its packaging? Do you mind the outer packaging of the ice dew "shabby"?