Zhong Xuxu marched into pure water and launched the "green bottle" Nongfu Spring, and netizens were sober in the world
Twenty-four years ago, Zhong Xuxiang severely criticized pure water as "useless", but now he has made a 180-degree reversal, and people can't help but think that he is a complete anti-bone boy!
The crazy marketing route is unknown
"Pure water does not contain minerals and is not good for the body", "Drinking Nongfu Spring is good for health", "It is rich in minerals needed by the human body"...... Zhong Xuxu was ruthless back then, and he was afraid to criticize and avoid pure water. Now that the green bottle of pure water is launched, I don't know if it is a big ticket, or is it really a compromise?
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Of course, consumers have reason to be suspicious: isn't this a clear contradiction, but some people have analyzed that perhaps Nongfu Spring's marketing strategy has changed and decided to put down its body and embrace the pure water market. Did Boss Zhong finally realize that it is too outdated to only make mineral water, and young people prefer the refreshing taste of pure water?
New packaging, new bottles, new looks
It is undeniable that the green bottle packaging design is indeed very innovative. In addition to the green color of the bottle, the bottle mouth and label have also been replaced with a simple and transparent white, making the overall style look fresh and natural. Although the advertising slogan is still the same sentence "Nongfu Spring is a little sweet", it does not seem to contradict the harmony.
Consumer Xiao Wang said: "Is there a difference between the new bottle? Who is this green, can pure water in his bottle also drink sweetness?" "
Cracking down on the resurgence of competing products?
From a marketing point of view, the strategy of launching green bottle purified water can be said to be quite clever. First, it can expand new market segments and regain vitality under the condition that mineral water is sluggish; Second, you can also take the opportunity to disgust and disgusting competing products Wahaha, Cestbon and other old pure water companies to try to get a piece of the pie.
Consumer Xiao Li said: "The green bottle launched is actually to suppress the same industry, and will never buy farmers and snake water." "
Price wars are inevitable
According to some analysts, the pricing of Nongfu Spring green bottle pure water may be significantly lower than that of red bottle mineral water, in order to seize the market. After all, traditional mineral water is becoming less and less competitive, and something has to be done.
"If the green bottle of pure water is really cheap and good, it will definitely trigger a white-hot price war in an instant. Consumer Xiao Zhang said, "Since those who say that pure water is not good have started to sell pure water, then we will drink more Wahaha." "
Conclusion: Crisis or Opportunity?
For Nongfu Spring, it is still difficult to determine whether the new green bottle pure water is a crisis or a high-profile development opportunity. However, it is undeniable that this will undoubtedly once again set off a bloody storm in the drinking water market at home and abroad, and a water war is about to break out.
With such a big spend, it is expected that Mr. Zhong will launch some wonderful operations in the future. Is he really going to bow to pure water, or is he going to flatly deny what he said before? Is he really embracing the market, or is he just going to cheat and make a profit? This will be proved by time!