Drinking water health represents an important part of people's life. Natural water often contains minerals and trace elements such as potassium, calcium, sodium, magnesium and metasilicic acid. The World Health Organization's Nutrients in Drinking Water states that drinking water is an indispensable source of minerals intake for human body. Packaged water with good hygiene condition is more popular among consumers. According to the Packaged Water Industry Innovation Forum, being healthy stands as one of the main future development trends in the industry. At the moment, thanks to the development of science and technology, China's drinking water production technology and equipment are highly mature and drinking water safety is no longer a challenge. In terms of drinking water health, Nongfu Spring, known as the "porter of nature", started to make active exploration as early as two decades ago. Up to now, Nongfu Spring has established ten high-quality natural water sources and developed various new products targeting different consumer groups, which laid a solid foundation for meeting different demands of different consumer groups for healthy drinking water.
Every year, Nongfu Spring will shoot a documentary telling the story of its water sources. These documentaries present the beauty of natural and clean water to the audience, leaving a deep impression on consumers. "High quality water sources nurture healthy life", through these documentaries, Nongfu Spring conveys the beauty of nature to consumers and deepens consumers’ cognition of Nongfu Spring Natural Water, making genuineness another competitive edge of the brand.
Additionally, new changes in the market environment bring great opportunities for further development of Nongfu Spring: the in-depth differentiation of consumer groups in the society has created perfect conditions for Nongfu Spring to carry out targeted and differentiated precision marketing. As such, Nongfu Spring has made great efforts in market segmentation.
Nongfu Spring is committed to the principal of “providing consumers with another option not just one more product on the shelf” throughout its product research and development. Adhering to the philosophy of “natural water, healthy water”, Nongfu Spring designs different products for different consumer groups divided by their age and specific characteristics, and selects water sources with distinctive features in different regions. For instance, the natural mineral water with sports caps targeting students and exercisers is drawn from the mineral water source of Moya Spring in Changbai Mountain. This water product has a unique cap design with a classic valve inside, which can only be opened under pressure. It not only prevents water from spilling out when the bottle body is turned over or upside down but also protects water from extraneous contamination, delivering an interesting and convenient drinking water experience to consumers.
Another kind of drinking natural water targeting mothers and infants is taken from Moya Spring No.2 in Changbai Mountain, which has a fresh taste and is slightly alkaline. With moderate mineral salt content, this water product takes good care of the sensitive intestines and stomach of babies. The stringent production standards enable it to achieve commercial sterile requirements. The microbiological standards are much higher than the domestic health and safety standards for bottled water, and are in line with the international standards for drinking water for infants. It is suitable for daily drinking as well as for babies to drink directly or make infant formula food. And the natural mineral water containing lithium launched by Nongfu Spring is quite suitable for middle-aged and elderly people. It is an rare mineral water product that takes "lithium" as the main mineral element. The water source of this product comes from Mohe, the Greater Khingan, located in the alpine region above 50 degrees north latitude. Apart from the lithium content of more than 0.2mg/L, it contains strontium, magnesium, calcium and other natural mineral elements and trace elements of human body need and is also suitable for daily drinking.
It’s not hard to see that Nongfu Spring has made constant efforts in market segmentation to serve consumers with more healthy drinking water that meets their specific demands. Every move of Nongfu Spring shows the strength and responsibility of a national drinking water brand.