Twenty-four years ago, Zhong Xuxu, president of Nongfu Spring, vigorously denigrated pure water, saying that it does not contain minerals and is not beneficial or even harmful to drinking for a long time. Today, Nongfu Spring has launched a series of pure water products called "Green Bottle", claiming to use the natural water source of the top ten water sources in China, and following the advertising slogan of "Nongfu Spring is a little sweet".
This change has aroused strong repercussions, and netizens have questioned Zhong Xuxu's "change the soup but not the medicine", and warned pure water companies to deal with the price war.
In fact, Nongfu Spring's entry into the purified water market is the result of market demand. With the improvement of national living standards, more and more people have begun to choose pure water. The consumers of pure water are mainly urban white-collar workers, who pay more attention to the safety and hygiene of drinking water.
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Compared with mineral water containing minerals, the purification process of purified water is more complete and has a greater effect on health. Therefore, purified water is gradually becoming the first choice of consumers.
In the face of the booming pure water market, it is reasonable for Nongfu Spring to choose to transform. Only by adapting to the market can enterprises achieve greater development. The profit margin of pure water is indeed very large, and major brands have joined one after another, and the competition is very fierce.
With the brand effect and channel advantages accumulated over the years, Nongfu Spring has the strength to compete with the pure water giants. By reducing prices to achieve economies of scale, you can not only increase sales, but also force competitors to reduce prices, so as to gain a head start.
Nongfu Spring's transformation also faces many questions. One of the most important is brand positioning. Over the years, Nongfu Spring has created an image of natural and pure mountain spring water. Emphasizing the mineral ingredient is the core selling point of its brand.
Once you switch to pure water, it will inevitably weaken the brand image. Moreover, Nongfu Spring's advertising slogan "a little sweet" is obviously inconsistent with the attributes of pure water. This kind of obvious "change the soup but not the medicine" can fool the old consumers.
More critically, there are many differences between purified water and mineral water. The purification process of pure water is complex and delicate, and the quality control requirements are extremely high. This requires a significant investment in technology.
It is doubtful whether Nongfu Spring has the strength to establish a pure water production line from 0 to 1. If the quality of the product is uneven, not only will the sales not meet expectations, but the consumer can also lose trust in the value of the entire brand.
Nongfu Spring's entry into the pure water market has both opportunities and challenges. As a market leader, Nongfu Spring has the responsibility to maintain technological innovation, continuously optimize the technological process, insist on providing high-quality products, and adjust the brand positioning in a timely manner, integrate the hygiene and safety attributes of pure water, and convey the brand value of health preservation.
Only based on products and brands can we win the recognition and trust of consumers.
For pure water companies, they also need to be vigilant in the face of the addition of Nongfu Spring. But at the same time, there is no need to worry too much about price wars. Because high-quality products and services are the key to the market. As long as we continue to adhere to quality and further enhance the selling point of our products with technological innovation, we can maintain our competitiveness.
Pure water companies should also strengthen brand marketing and deepen consumers' awareness and favorability of their brands through positive channels. As long as you gain the trust of consumers, you don't have to be afraid of any challenges.
The pure water market has broad prospects, and opportunities and challenges coexist. Whether it is the transformation of traditional brands or the leading enterprises of pure water, only by seizing the opportunities and facing the challenges can they stand out in the fierce competition and become the leader of the industry.
It is believed that with the continuous improvement of the national consumption level, pure water will usher in a broader sky. Pure water companies should continue to adhere to product quality and grow together with consumers. At the same time, we have developed differentiated product lines for different consumer groups and needs.
For example, purified water containing trace minerals can be designed to meet the needs of both parties. It is also possible to expand the product range by developing functional purified waters, such as those rich in vitamins and relieving hangovers. In terms of sales channels, it is also necessary to take into account online and offline, and develop innovative marketing methods for young people.
Pure water enterprises should also assume the social responsibility of environmental protection. Develop biodegradable and eco-friendly packaging, or set up recycling mechanisms, optimize production processes, and reduce energy consumption and wastewater emissions. If we can work with consumers to promote green environmental protection, it will also become an important brand selling point.
The pure water market has great potential, and trust comes from product strength and common growth. Every challenge of industry change brings new opportunities. It is believed that through technological innovation and brand culture construction, the pure water brand will eventually open a new chapter in history.