Nongfu Spring, which only produces natural water, wants to sell pure water? Insider: Tens of millions of bottles were shipped in the initial stage

CBN

2024-04-25 11:44Posted on the official account of Jiangsu Yicai

Recently, the promotional image of the pure water products produced by Nongfu Spring has been circulating on the Internet. The promotional image shows that the specification of this Nongfu Spring green bottled pure water is 550ml, which comes from the natural water source of ten major water sources such as Qiandao Lake, Emeishan and Danjiangkou.

The first financial reporter asked Nongfu Spring to verify the news, but the company did not give a clear affirmative or negative answer. Nongfu Spring Tmall customer service said: Nongfu Spring pure water stores are not sold yet, please pay attention to the official platforms of major e-commerce platforms for the specific shelf time.

An industry insider close to Nongfu Spring told the first financial reporter: "It is true that Nongfu Spring pure water is about to be listed, and the project is very urgent. The above-mentioned person also revealed that Nongfu Spring pure water was shipped about tens of millions of bottles in the early days.

Another person familiar with the matter sent a few pictures of Nongfu Spring pure water that had been packaged to reporters, and said: "Many people in the circle of friends are posting this news, and several factories are in stock, and they should be able to see it in the market in the next few days." As for which factories they were, the other party said it was inconvenient to disclose.

It is worth mentioning that Nongfu Spring's production of purified water is actually contrary to the company's early strategy.

As early as April 24, 2000, that is, exactly 24 years ago, Nongfu Spring's official website wrote in the memorabilia: Because pure water is not beneficial to the human body, Nongfu Spring solemnly announced to the industry that it will no longer produce pure water, but will instead produce all natural water.

As early as March this year, the founder of Nongfu Spring, Zhong Sui, also said when he released "My Two and Three Things with the Elder Zong": "To this day, I still insist that the mineral elements in water are essential to human health, which is why I insist on producing natural water." Then, now, Nongfu Spring began to produce pure water.

In the current drinking water market, Nongfu Spring still maintains a leading position.

According to Haitong International Research Report, packaged water will account for 35.6% of the total soft drink market in 2023. In the packaged water, Nongfu Spring, Cestbon and Jingtian ranked the top three, and Wahaha ranked fourth. In 2023, Nongfu Spring's market share will increase by 6 percentage points compared with 2014.

From the perspective of the industry, although Nongfu Spring currently has a high market share, in the face of the ever-changing drinking water competition pattern and greater public opinion pressure, Nongfu Spring really needs to find new growth points in addition to natural water and mineral water, and it is not harmful for the company to expand its product SKUs. If the market is not performing well, you can also adjust your strategy.

(This article is from Yicai)

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