With the increase of economic income of consumers and the iteration of consumer groups, brands who want to hold an advantage in today’s market need to find an economic growth point that fits in with their unique band features in the fierce competition. Nongfu Spring strives to seek the market take in a diversified way. As its products continues to grow, Nongfu Spring is working hard on the all-category market layout to diversify its offerings and deliver on the needs of different user groups.
According to Nongfu Spring official website, the enterprise produces and operates dozens of products with several lines including drinking water, fruit and vegetable juice drinks, functional drinks, tea drinks, coffee, plant protein products and agricultural products. Aside from the well-established packaged drinking water brand Nongfu Spring, there is Farmer’s Orchard, Scream Energy Drink, Water soluble C100, Oriental Leaf and other famous brands in the market. Nongfu Spring has took the lion’s share of the packaged drinking water market for eight consecutive years with its sales volume ranking the second in the world. And the market share of its tea drink, functional drink and fruit juice drink products rank among the top three in China.
Over the past 25 years, Nongfu Spring has launched various kinds of products, many of which become big hitters with consumers. Getting started with a bottle of water, Nongfu Spring has built up its own beverage kingdom by creating products hitting the shelves. Besides, Nongfu Spring has established itself as a domestic beverage giant maintaining a stable growth over the recent years.
In the choice of raw materials, Nongfu Spring spends a lot of manpower, material and financial resources to establish its own planting bases of navel orange, apple, rice, etc, which enables Nongfu Spring to sell fruits and grains of its own, and at the same time provide raw materials for its products. Consumers can trace to its source and see the good quality of its products. Different from the self-entertaining marketing concept of other brands, Nongfu Spring chooses to promote its products via documentaries, which can be seen in almost all its product promotions. These documentaries restore the "secret" of Nongfu Spring’s products objectively and help users gain a clearer and three-dimensional understanding of its natural and healthy marketing concept.
Beyond that, Nongfu Spring has prospectively laid out high-quality water sources. By creating natural water category, Nongfu Spring manages to stick out from the fierce competition of packaged water market, rise to the biggest share of the domestic packaged water market, and continuously strengthen its brand advantages and resource barriers. Nongfu Spring also prospectively lays out healthy, sugar free and high-purity products, attracts different consumer groups through innovative market segmentation and well-focused marketing methods, and leads the trend of healthy consumption.
The product portfolio of "packaged water + bottled soft drinks" has strong synergy in production and sales, which is able to cover demands and share channels. Based on fine operation, Nongfu Spring collaboratively interconnects marketing concept, packaging design, advertising communication, product extension and beyond, making itself a dark horse in the industry and keeping creating brilliant achievements.