Nongfu Spring Keeps Enhancing Competitiveness and Continues the Legend by Dif...

姜桂之性

　　Up to now, China's soft drink and packaged drinking water industry has experienced five shockwaves. The first one was the wave of carbonated beverage; the second was bottled drinking water led by Nongfu Spring; the third was tea drinks represented by the born of Oriental Leaf; the fourth was juice drinks. During that time, Farmer’s Orchard kept in step with the trend and prompted a rush for juice drinks; the fifth was functional drinks. To tackle the change, Nongfu Spring launched Scream Energy Drink. Experts hold that the next trend of the beverage industry is likely to feature health, nutrition, green and safety. With a deep insight into the market and commitment to "natural" and "healthy" Philosophy, Nongfu Spring has made constant efforts to develop new products.

　　

　　Founded in 1996, Nongfu Spring Co., Ltd. is reputed as one of the top 10 beverage enterprises in China as well as a leading beverage enterprise with scale, growth and profitability on the market. In 1998, Nongfu Spring launched bottled water 550ml for sports. The oft-quoted slogan that "Nongfu Spring tastes a bit sweet" was known to every household in China, which helped to increase brand awareness in a rapid way. Many analysts hold that catchy advertising slogan is one of the keys to the success of Nongfu Spring. Nongfu Spring is not only an expert in creating buzz, but has great competitiveness in product quality.

　　Nongfu Spring keeps going all in on product development. By building a product matrix of all categories, Nongfu Spring is covering an increasing number of consumption scenarios and consumer groups with its main products ranging from packaged drinking water, tea drinks, functional drinks to juice drinks. Based on strong channel advantages, it has formed a sales growth model with dual driving forces, namely packaged water and beverage. In recent years, Nongfu Spring has endeavored to diversify its development beyond packaged drinking water. From selling  beverages to fruits, Nongfu Spring even launched its rice product in August 2018; in 2019, Nongfu Spring launched nearly 10 new products in less than a year, including sports drinks, plant-based yogurt and coffee; in the second half of 2019, Nongfu Spring launched low temperature NFC juice, natural mineral water containing lithium and soda natural water.

　　

　　According to the future development plan, Nongfu Spring is on track to continue its efforts in brand building, product development based on natural raw materials such as fruits, tea, natural plants, coffee and plant protein, as well as functional drink development meeting the health demand. It’s going to steadily improve the distribution breadth and sales of single store, optimize the construction of dealer network; continue to increase investment in terminal retail outlets, further expand production capacity with focuses on production bases in Thousand-island Lake in Zhejiang Province, Wanlv lake in Guangdong Province and Changbai Mountain in Jilin Province.

　　Speaking on the current state of market development, diversification is an inevitable trend. As a well-known brand in China, Nongfu Spring once successfully differentiated its natural water product by the slogan that “Nongfu Spring tastes a bit sweet”, while what underlies Nongfu Spring’s diversified layout is not only the differentiated marketing method but the technology support. To meet the health demands of target consumers’ inner expectations, a large amounts of money is a must. If Nongfu Spring keeps working hard to diversify its product offerings and product layout in a steady way and make innovations to puts forth new products, it is expected to continue the legend of "a bit sweet".