No.1 billionaire Zhong Shanshan – Nongfu Spring water

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Nongfu Spring

Source from Forbes

Founded in 1996 year.

Main products: drinking water, tea beverages, functional beverages, juice beverages.

Main market: China

From 2012 to 2019, Nongfu Spring maintained the number one market share of China’s packaged drinking water market for eight consecutive years.

They have a classic advertisement: We are a porter of natural.

If the water becomes the country’s main support, except for market quantity, also please think of what about the water’s quality?

2024-01-24 NEWS reported from HK01

Nongfu Spring is accused of using reservoir water

    Mainland brand positioning expert Gu Junhui recently publicly stated that the famous bottled water brand “Nongfu Spring” claims to be natural water, but is actually “reservoir water.”

    On January 23, Nongfu Spring customer service responded that Nongfu Spring clearly stated on the bottle that it was natural water, and the relevant labels had been strictly reviewed by the state and were all true. As for Gu Junhui’s statement, it belonged to freedom of speech. “(We) have no right to interfere. But if it has an impact on the company, it will be reported to the higher-level departments.”

    According to the official website of Nongfu Spring, the company’s products are “drinkable natural water”, which originates from wells, mountain springs, reservoirs, lakes, underground springs or mountain glaciers. It has adhered to the brand concept of “natural and healthy” for many years, and owns Qiandao Lake, Zhejiang, Twelve major water sources including Wanlv Lake in Guangdong and Danjiangkou in Hubei.

    “Red Star News” reported that Zhu Danpeng, a Chinese food industry analyst, said that Evergrande Ice Spring is mineral water and belongs to groundwater; while Nongfu Spring is natural water and belongs to surface water. “Objectively speaking, the quality of groundwater is indeed better than surface water.

    Public information shows that natural mineral water contains a certain amount of calcium, potassium, magnesium, sodium, strontium, metasilicate and other mineral salts. These are indispensable substances for the normal growth of the human body and are beneficial to human health. Therefore, as long as the water quality is clean and pollution-free, and meets the national drinking water hygiene quality standards, long-term drinking of groundwater is better than long-term drinking of surface water.

    Zhu Danpeng introduced that in some contexts, natural lakes are also called reservoirs (natural reservoirs), so Gu Junhui most likely used the broad concept of “reservoir water” to refer to all surface water.

    The “2022 JD Supermarket Mineral Water Consumption Trend Report” shows that the source of mineral water has become the key to consumers’ purchasing decisions, and more and more brands are adding water source logos to their products.

    According to public information, Kunlun Mountain mineral water currently relies on the Yuzhu Peak of Kunlun Mountain at an altitude of 6,000 meters. The natural mineral water spring Yangquan is backed by Changbai Mountain Jilin Forestry. Master Kong Changbai Mountain mineral water also uses water sources in Jilin, and ice dew comes from Qingcaosha Reservoir in Shanghai. .

    Zhu Danpeng believes that high-quality and scarce water sources have always been one of the main selling points of high-end water brands. On April 19, 2024, Nongfu Spring announced the launch of the natural mineral water brand “Changbaixue”, which means that the water source of Nongfu Spring is no longer limited to surface water. “So in general, Gu Junhui refers to Nongfu Spring as a generalized It is inappropriate to call water “reservoir water”.”

    Zhu Danpeng pointed out that Nongfu Spring’s advertising slogan: “We do not produce water, we are just porters of nature” has left a deep impression on consumers, but he believes that “brand positioning and quality production are the most important things.

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