Nowadays, the packaged drinking water industry represents one of the sub industries with considerable income scale in China's soft drink industry, accounting for more than 20% of total industrial income. According to relevant data, the market scale of China's packaged drinking water industry has reached up to 139.7 billion yuan in 2018 and topped 201.7 billion yuan in 2019. It is expected that the market scale will continue to grow in the future. As a well-established brand in the drinking water market, Nongfu Spring is committed to providing consumers with a variety of healthy and natural packaged drinking water. To this end, Nongfu Spring has made constant efforts to bring forth new products and diversify its packaged water layout.
Nongfu Spring proposed the concept of "natural water" as early as 1996, and has never swerved from its original aspiration in the last two decades and more. In 1998, Nongfu Spring put forward the advertising slogan, "Nongfu Spring tastes a bit sweet" on CCTV, by which Nongfu Spring became famous overnight and was known to every household. The well-designed advertising slogan enhanced the psychological implication of customers and built up a connection between Nongfu Spring and the natural water in customers' mind.
In 2007, Nongfu Spring put forward the brand proposition of "natural weakly alkaline water"; In 2008, Nongfu Spring further strengthened the brand concept of natural water with the well-known advertising slogan, "we do not produce water. We are porters of nature". Besides, it organized a large-scale offline public relations activity named "Witness the Journey of Seeking Water Sources", inviting consumers, the media and opinions leaders to various water sources of Nongfu Spring and experiencing the natural quality of its products.
Thanks to the long-term brand activities, Nongfu Spring successfully won consumer mentalities with the "natural and healthy" philosophy, and established the product barrier of "natural water" which served as a solid foundation for its long-term development.
In recent years, Nongfu Spring has launched a variety of water products including natural mineral water suitable for students, mineral water with low sodium and mineralization for infants and children, lithium water for elderly people and high-end glass bottled natural mineral water. It also designed different specifications of classic bottled drinking natural water with red caps to adapt to different scenarios. For instance, small packages of 250ml and 550ml are suitable for daily consumption, large barrels of 5L is convenient for outdoor use, large barrels of 12L is suitable for household consumption, and recyclable barrels of 19L is designed for drinking water dispensers. Nongfu Spring enables its product offerings to cover almost all the drinking water usage scenarios in people’s life.
In 2018, Nongfu Spring put forward the slogan "high quality water nurtures healthy life " and went deep into one of the water sources, Mount Changbai, to shoot a documentary about wild animals and plants. The documentary not only directly and dramatically presents the vigorous vitality of wild animals and plants, but also conveys the natural, healthy and original brand image of Nongfu Spring as well as its natural and healthy philosophy.
From the brand logo with "beautiful mountains and clear waters", the classic bottle body design with red and white color, to the well-known advertising slogans such as "Nongfu Spring tastes a bit sweet", "We do not produce water. We are porters of nature", Nongfu Spring has created numerous brand assets in the past 20 years and more and endeavors to won more consumers’ hearts with its brand values. It is expected that Nongfu Spring will seize more opportunities in the future.