Nongfu Spring has taken the lion’s share in the drinking water industry for many years. Though other brands are trying hard to catch up, with the unique barriers and a broader market of the drinking water, Nongfu Spring has firmly held the number one spot in the drinking water industry with no one rivaling it for many years.
Faced with furious competitions, Nongfu Spring chooses to march on the market segments of the beverage industry and constantly innovate its product offerings. Apart from the drinking water, the beverage product matrix of Nongfu Spring includes Tea π, Oriental Leaf, Scream, 17.5 ° and other beverage categories, as well as Tan Bing as the representative of ready-to-drink coffee. In order to make the brand younger and brand assets long-term and stable, Nongfu Spring has made clear in the prospectus that it will "intensify the product development based on natural raw materials such as fruit, tea, natural plants, coffee, plant protein, and continue to advance the research and development of functional drinks to meet health demands".
Last May, Nongfu Spring made its debut on the coffee market with its first ready-to-drink coffee product, Tan Bing Coffee. After that, Nongfu Spring has upgraded its efforts in coffee market and launched a new cup coffee series of Tan Bing Coffee. The new series uses cold chain and aseptic filling throughout the production process, and adopts nitrogen filling and fresh-lock packaging technologies to ensure the fresh taste and make it healthier and better taste. With all these efforts, Nongfu Spring establishes a more comprehensive coffee product line and becomes more popular among young consumer groups.
At the beginning of the product layout of Nongfu Spring's ready-to-drink coffee, Mr. Chen Minzuo, the R&D director of Tan Bing Coffee, overcame the environmental difficulties to inspect various coffee origins in Ethiopia, Peru and Brazil with the simple aim to just select the best coffee beans. In order to deepen its development in the fast-growing coffee market, Nongfu Spring endeavors to hold a competitive advantage in raw materials, which turns out to be a solid foundation for the good taste of Tan Bing Coffee.
In addition to the product line and raw materials layout, Nongfu Spring makes great efforts to develop retail channels. In the same period, it sets up a batch of fresh ground coffee machines in the retail stores of Wu-mart in Beijing. These coffee machines are placed near the cashiers, offering products including Americano, latte, cappuccino, mocha and etc., with prices ranging from 8-14 yuan. With the appearance design, taste and portability of the products, it quickly occupies the young consumer market and explores more opportunities in different coffee consumption scenarios.
From carbonated coffee to specialty coffee, from drip coffee to Tan Bing Cup Coffee series today, Nongfu Spring is committed to deepening its development in coffee market. It focuses on both the market segment as well as the specific consumer groups. And by in-depth development of coffee categories, it expects to win more hearts of the consumer groups and gain a wider consumer market.