With the increasing awareness of healthy conception, consumers' requirements for the quality and diversification of drinking water grow with each passing day. In this context, various sub categories of drinking water emerge as the times require. Differentiation and being high-end have become the trend of the drinking water industry, with numerous drinking water targeting at infants, students, women and other specific consumer groups. As a leading enterprise in the drinking water industry, Nongfu Spring has made unremitting efforts to diversify product offerings. Following the bottled drinking natural water with red cap, glass bottled natural mineral water, “baby water” and “student water”, the lithium containing natural mineral water has made its debut on the market targeting at middle-aged and elderly people.
With the main concept of “lithium”, this natural mineral water of Nongfu Spring is selected from Mohe of Daxing`anling. The lithium content of more than 0.2mg/L helps the intake of lithium trace elements required by the human body. Besides, it is rich in strontium, magnesium, calcium, metasilicic acid and other natural mineral elements. It is suitable for daily drinking especially for middle-aged and elderly people. As a kind of natural mineral water with "lithium" as the main concept, it is rare in the drinking water industry.
Launching the “lithium water”, Nongfu Spring aimed at the potential market of middle-aged and elderly people, and took quick actions to fill the gap of lithium-supplementary water category and market segment of middle-aged and elderly people. “Lithium water” became popular as the Unforgettable Restaurant went viral, which was a welfare-related TV program “calling on people to care for Alzheimer's patients”. The lithium water market report mentioned a study from University of Copenhagen, The research team studied 151 drinking water samples over the country to draw a lithium content map of 275 districts in Denmark. It showed that the incidence rate of Alzheimer's disease was lower in areas where the water had higher lithium content. Although it is impossible to rule out whether the incidence rate of Alzheimer's disease is related to the living cities or not, a great number of researches have proved that the benefits of lithium are not groundless.
Actually, this is not the first time for Nongfu Spring marching on the natural mineral water market segments. In addition to the well-known classic bottled drinking natural water with red cap, it launched three new types of water products coming from Mount Changbai in 2015, namely the “student water”, “baby water” and glass bottled natural mineral water, targeting at students, mothers and babies, and high-end customers respectively. Although the three types of bottled drinking water have different product roadmaps, they all share the same business philosophy: while most of the counterparts are still fighting for low profits, Nongfu Spring has doubled its added value by innovation.
Going forward, Nongfu Spring will be committed to the layout of bottled drinking water categories for different market segments and provide more natural drinking water for different customer groups in response to the consumption trend. With all these efforts, it is expected that the natural drinking water market will become the outbreak markert of category subdivision.