With the development of China's economy, improvements of household consumption level and the upgrading of consumption structure, the overall development of China's beverage industry is in a good trend. However, sales of some enterprises go with a big slump as a result of excessive dependence on single hit products, lack of innovation and aging products. The fierce market competition has posed a challenge for beverage enterprises, that is how to meet consumers’ needs in a creative way, and achieve growth of both revenues and net profits so as to enjoy sustainable development. As a leading beverage enterprise in China, Nongfu Spring is reputed as a benchmark in establishing brand advantages with differentiation strategy and maintaining development potential and vitality.
Nongfu Spring is always keeping step with the changes of the market, and at the same time, manages to maintain its own rhythm of making products and shaping brands throughout its development path. Step by step and take the initiation. On the one hand, Nongfu Spring steadily promotes the work of every stage and every link. On the other hand, it spares no effort to seek breakthroughs in innovation. In 2000, Nongfu Spring officially announced that it would completely stop producing purified water and only produce natural water. The concept of "natural water" subverted the drinking water industry and became the key to the rise of Nongfu Spring. After seizing the market opportunity of natural water, however, Nongfu Spring did not go merrily and push the production of "natural water". Instead, it slowed down its pace and went deep into the mountains and forests to find high-quality water sources, becoming the "porter of nature". At present, Nongfu Spring has laid out ten high-quality natural water sources in China and formed a unique water source distribution. These water sources provide a base for the continuous supply of high-quality natural water and establish a long-term and stable competitive advantage.
Nongfu Spring is devoted to promoting innovation with science and technology so as to achieve a unique technical advantage. In 2011, Nongfu Spring took the lead in importing log6 aseptic production line, and launched Oriental Leaf, a landmark sugar-free product in the beverage industry. Based on years of scientific and technological accumulation and talents cultivation, by the end of 2019, Nongfu Spring has 14 world’s advanced drinking water production lines and high-speed aseptic filling equipment meeting log6 aseptic standard. It has low energy consumption and high-efficiency direct rail transportation capacity in the three major water sources, and has established a closed-loop product quality assurance system covering raw materials, R&D, manufacturing and sales channels.
As a benchmark enterprise in China's drinking water industry, Nongfu Spring attaches great importance to diversified products layout and market segmentation with aims to develop products suitable for different consumer groups and consumption scenarios. It is committed to occupying the market and winning people’s hearts with the “natural and healthy” philosophy. In the diversified product matrix of Nongfu Spring, products offerings cover bottled water, tea drinks, functional drinks, fruit juice, coffee, yogurt and other categories. Meanwhile, it has several sub categories under the major categories, meeting the needs of different groups and providing natural and healthy products to customers. For instance, in addition to the classic bottled drinking natural water with red cap, Nongfu Spring has made constant efforts to enrich the product layout and launch numerous water products including the "baby water" with low sodium and mineralization levels and the "lithium water" suitable for middle-aged and elderly people. Apart from the drinking water for individual and household consumption, Nongfu Spring has penetrated other consumption scenarios such as companies and conferences. It enables consumers in every market segment to find products meeting their demands, hence, trust the brand and become loyal customers.
Nongfu Spring never swerves from its original aspiration along with the marketing environment changes. With great concentration, commitment and patience, it strives for the depth development in the beverage industry and endeavors to open up new living space and blue ocean.