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The "healthy" Road of Brand: Nongfu Spring Consolidates its Position with Brand Concepts

10-14


When the news of Nongfu Spring listing was made public, almost everyone turned their attention to this well-established domestic beverage company to see its true face in the first time. The decade from 1996 to 2006 stands as an era when domestic FMCG was restricted by strong channels, while just in this period Nongfu Spring made its products enter innumerable families. From 2007, Nongfu Spring ushered in a new epoch of diversified management. At that time, Nongfu Spring started to diversify its product offerings from purified water to multi-category drinks, expand its management scope from drinking water to multi industries and develop its business to the upstream and downstream of the industrial chain, engaging with supply chain, investment, scientific and technological development, etc.



In earlier times, the competition in the domestic bottled drinking water market got increasingly furious, every year there were many new brands coming into the market, but few ones had the capability to open up the market and established their own brand images. Nongfu Spring was established in 1996. With a focus on Shanghai and Hangzhou market, Nongfu Spring featuring a bit sweet taste took the plunge into the Chinese drinking water market in May 1997, and through large scale and high-density advertising bombing, it rapidly emerged as a high-grade and high-quality water brand in the market. Right after that, the advertising slogan that "Nongfu Spring tastes a bit sweet" went viral across the country, making its brand awareness emerge from nowhere to almost known to every household in a short time. At the same time, the red boom of Nongfu Spring began to sweep across China.


Nongfu Spring has never forgotten its corporate responsibility while delivering products to consumers. From 1999, Nongfu Spring started to build up its brand concept and image of being kind to life and focusing on health and sports, becoming the only designated water of China's table tennis team and its main sponsor for five consecutive years. At the same year, Nongfu Spring supported the Chinese Olympic delegation to the Sydney Olympic Games with all its strength. With its premium quality of being "natural, healthy and safe", Nongfu Spring was named by the Chinese Olympic Committee as the official water for the training and competition of the Chinese sports delegation in Sydney 2000 Olympic Games and Athens 2004 Olympic Games.


In 2008, Nongfu Spring put forward the widespread advertising slogan, "We do not produce water. We are porters of nature" to express its "nature" feature from the brand concept level. After that, Nongfu Spring initiated a large-scale public relation activity, "Witness the Journey of Exploring Water Sources", inviting the media and consumers to its the water sources such as Thousand-island Lake in Zhejiang Province and Wanlv Lake in Guangdong Province to taste the natural lake water, have a tour of its factory, experience the whole production process and witness the natural quality of Nongfu Spring. In 2014, Nongfu Spring launched a three-minute micro documentary named A Story You Never Knew, which tells the story of Fang Qiang, a water explorer of Nongfu Spring, looking for high-quality water in the virgin forest at the foot of Changbai Mountain. In 2016, Nongfu Spring sought to "contain natural mineral elements and promote healthy drinking water" in advertisements. In 2018, Nongfu Spring upgraded its brand once again and appealed that "what kind of water, breeds what kind of life", which expresses its "natural" feature from Humane values of a higher level.


Nongfu Spring shows strategic judgment in its brand development. Part of the key to its success is making good use of the USP that Nongfu Spring tastes a bit sweet. Nongfu Spring knows well where opportunities are and how to create new opportunities for itself, thus enabling Nongfu Spring to lodge itself in the public mind, continue to increase its brand assets and drive the benign, sustainable and rapid development of the whole enterprise.


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