#记录我的2024# "We don't produce water, we are just the porters of nature" This advertisement, I believe many Chinese people are familiar with it, but just recently Nongfu Spring has made a very special decision, which is to launch pure water products, what is the purpose of Nongfu Spring?
1. Nongfu Spring is not a porter?
According to Jiemian News, "On April 24, 2000, because pure water is not beneficial to the human body, Nongfu Spring solemnly announced to the industry that it would no longer produce pure water, but would instead produce all natural water. This is a piece of history in the memorabilia of Nongfu Spring. Twenty-four years later, Nongfu Spring plans to turn around and embrace pure water again.
Nongfu Spring purified water products are circulating on social networks, following the classic advertising slogan of Nongfu Spring "Nongfu Spring is a little sweet", Nongfu Spring seems to be going to launch 550ml of pure water from ten major water sources, including Qiandao Lake, Danjiangkou Hydro, Sichuan Emeishan, etc. And it has changed the red bottle packaging of natural water to "Cestbon green".
Jiemian News asked Nongfu Spring to verify this news, but Nongfu Spring neither affirmed nor denied it. A dealer in the Beijing market revealed to Jiemian News that "(the new product) is already on the way to Beijing", and the other party did not provide more information about the specific price.
According to the "Beijing Business Daily", Nongfu Spring said that Nongfu Spring's natural water has not changed and will continue to be produced, and pure water also uses natural water sources, but the filtration form is different. The official website of Nongfu Spring divides water into four types: natural water, natural mineral water, purified drinking water, and other drinking water. Taking common products as an example, Nongfu Spring, which costs about 1.5 yuan, is natural water, and the small green bottle of Cestbon is pure water.
In April 2000, the founder of Nongfu Spring, Zhong Sui, bombarded pure water in a high-profile manner at a press conference held for the new production base, and subsequently used controlled experiments such as daffodils and animals to launch an offensive against the then pure water through TV commercials.
2. What does Nongfu Spring want to do when it launches pure water?
Nongfu Spring, as a leader in China's drinking water market, has won the love of consumers with its unique marketing methods and product quality since its birth. More than 20 years ago, Nongfu Spring successfully created its own natural and healthy brand image with its advertising slogan "We don't produce water, we are just the porters of nature". However, in recent years, Nongfu Spring has launched pure water products, which can't help but make people curious: Nongfu Spring is not a porter? What does Nongfu Spring want to do when it launches pure water?
First of all, more than 20 years ago, Nongfu Spring successfully shaped the core values of its own brand - natural and healthy with the phrase "We don't produce water, we are just the porters of nature", and behind this highly recognizable slogan is actually Nongfu Spring's carefully planned and differentiated marketing strategy. At that time, the domestic drinking water market was in a stage of rapid growth, and purified water occupied a large market share with its convenient and efficient production process, but Nongfu Spring took a different path, proposing that purified water may lose minerals after excessive purification, which is not conducive to long-term drinking, so as to vigorously promote its own natural mineral water products. By emphasizing the high quality and natural attributes of the water source, Nongfu Spring has successfully established a unique brand image in the minds of consumers, and in doing so, it has leveraged the market structure and quickly seized a place.
Secondly, although both natural mineral water and purified water are important components of everyday drinking water, there are significant differences between the two in terms of production processes and product characteristics. Natural mineral water emphasizes the original ecology of the water source and contains minerals that are beneficial to the human body, while pure water has undergone multi-stage purification to remove almost all impurities and minerals, providing a purer taste and safety guarantee. With the diversification of consumer needs, especially the deepening of the understanding of drinking water needs in different scenarios, such as sports hydration, family daily drinking water, infant water and other subdivisions, Nongfu Spring realizes that a single product line is difficult to meet the individual needs of all consumers.
Today, Nongfu Spring has launched purified water products, which can be seen as a positive response to changes in market demand. In the face of increasingly fierce market competition, especially the comprehensive pursuit of drinking water quality, convenience and cost-effectiveness by the new generation of consumer groups, Nongfu Spring launched a pure water product line in a timely manner, aiming to further expand its market share and meet the needs of a wider customer base, while also reflecting the company's flexible and adaptable business wisdom.
Third, at present, the competition in the drinking water market is extremely fierce, not only with traditional brands such as Nongfu Spring and Wahaha, but also with cross-border competitors such as Master Kong and Coca-Cola. In such a market environment, Nongfu Spring needs to continue to innovate and find new growth points. The launch of pure water is undoubtedly a strategic choice for Nongfu Spring in the market competition. By launching purified water, Nongfu Spring can further expand its market share and enhance its brand influence. At the same time, purified water, as a popular drinking water product, is also more easily accepted and recognized by consumers. This is undoubtedly an important market opportunity for Nongfu Spring.
Fourth, of course, any strategic transformation comes with risks. In the past few decades, Nongfu Spring has been deeply rooted in the hearts of the people with its concept of adhering to nature and advocating health, and if it suddenly turns to the pure water market on a large scale, it may affect consumers' perception of its original brand personality to a certain extent. Brand loyalty and trust are not easy to build, and if not done properly, it may not only lead to confusion or even loss of the original consumer group, but also may cause the public to question the inconsistency of the brand's words and deeds, which will have a negative impact on the brand's reputation.
Therefore, while launching pure water products, Nongfu Spring must skillfully balance the original brand story with the market positioning of the new product, convey the logic and sincerity behind the expansion of the product line to consumers through a clear and convincing brand communication strategy, ensure the continuity and consistency of the brand's core values on different products, and avoid damage to brand equity due to changes in product strategy.