The National Sugar and Wine Fair, hailed as the industry's weather vane, recently concluded with 6,600 exhibitors and over 300,000 products on display, presenting significant opportunities for beverage companies. In recent years, besides the popular sparkling water and pure tea drinks, health-oriented products like soda water have gained traction. Among them, Mingren Soda Water, the industry leader, has been particularly successful, continuously innovating in channels, products, and systems, extending its quality chain to suppliers and distributors to drive collective improvement across the industry chain. At this year's fair, Mingren Soda Water showcased its new products, the Rijiajian and Danyang series, to exhibitors and visitors from across the country, demonstrating its unique product appeal. As an industry-leading enterprise with multiple laboratory-level research institutes, Mingren Pharmaceutical's comprehensive R&D capabilities rank at the advanced level in the industry. In the beverage market, distributors and brands are closely linked. Mingren believes that only when distributors develop an emotional connection with the brand can they pass this connection on to the terminals and consumers. During the Spring Sugar Fair, visitors are welcome to the Mingren booth to learn more about the product's excellent qualities. Nearly 20 Years of Deep Cultivation in Soda Water: Leading Innovation and Full-Industry-Chain Quality Assurance The awakening of consumers' health awareness has brought new opportunities for enterprises. Soda water, as a healthy beverage with thirst-quenching and great taste, aligns with modern people's pursuit of a healthy lifestyle. As one of the early entrants in the soda water industry, Mingren Pharmaceutical has established four major soda water production bases, including the Jiaozuo Mingren headquarters base, with dozens of beverage production lines and over a dozen solid product production lines. Food safety is the lifeline of the beverage industry, and consumers' concern for product safety is paramount. Mingren Pharmaceutical has its own advantages in this regard. Currently, Mingren Pharmaceutical boasts innovation platforms such as the China Pharmaceutical University-Mingren Pharmaceutical Joint Laboratory for Traditional Chinese Medicine R&D and Safety Evaluation, the Soda Water Health Research Institute, and the Henan Four Huai Medicines Traditional Chinese Medicine Research Institute, with comprehensive R&D capabilities ranking at the advanced level in the industry. Mingren has always been unwavering in its commitment to food safety, adhering to the integration of pharmaceutical GMP production concepts into food production management, and striving to enhance product quality. In recent years, market regulatory authorities have encouraged food manufacturers to implement stricter standards beyond national standards to ensure food safety. In this regard, Mingren Pharmaceutical has taken the lead in the industry, not only achieving the highest level of food safety but also being consumer-centric and responsible to consumers. For beverage companies, innovation is the source of vitality for development. Leveraging its strong innovative R&D capabilities, Mingren is gradually expanding its product matrix, with soda water categories including still, sparkling, and natural soda water. To strengthen the industry chain, Mingren Pharmaceutical has also formed a full-industry-chain health industry cluster consisting of pharmaceutical and health food manufacturing centers and beverage manufacturing centers. In the beverage industry, Mingren is riding the wave of the big health trend and continuously growing. Distributor-Friendly Enterprise: Fostering Emotional Connection and Carefully Supporting Distributors With the acceleration of health consumption, soda water, as a healthy beverage category, is increasingly favored by consumers. Mingren Pharmaceutical, which has focused on the soda water category for over a decade, has performed particularly well, with sales increasing year by year. Relevant data predicts that by 2025, China's soda water market size will reach 32 billion yuan. Facing the expansion of the industry, Mingren believes that growing together with distributors and building a distributor-friendly enterprise is essential to continuously increase market share and achieve more stable development. The emotional connection with distributors is crucial; only by deeply understanding their needs can both parties grow together. Nearly two decades of practice have enabled Mingren to develop different operational guidelines for different markets. For example, in potential markets, soda water is defined as a "functional health beverage," and by accumulating a hundred stores, consumption habits are cultivated in specific scenarios; in growth markets, the product is defined as a "brand-endorsed category," requiring rapid market coverage to seize the category. Additionally, Mingren adjusts its channel strategies in a timely manner to respond to market changes. Timely identification of distributor needs and the implementation of corresponding policies to help them overcome difficulties is a challenge many enterprises face. In July 2017, Mingren noticed that insufficient freezing led to a decline in product sales, so it encouraged terminals to purchase refrigerators by offering rewards, which not only increased terminal stocking willingness but also resolved the sales issue. In 2018, Mingren proposed the market strategy of "how many scenarios, how many sales." Effective market strategies have also given distributors confidence. Some distributors have stated that it took only two years for the Mingren Soda Water they represent to achieve full market coverage, and some even invested in over a hundred freezers at once for distribution. In the view of Mingren's relevant person in charge, "Mingren's journey has been most credited to distributors, and they are the ones we should thank the most. When distributors face difficulties, Mingren should naturally lend a helping hand and support them." The premise for rapid enterprise development is that distributors and brand owners share the same goals and pace. Mingren regularly organizes events and training for distributors, not only teaching them how to sell products, expand channels, and promote, but also elevating the spiritual core of these activities and training, focusing on how to help distributors improve their self-awareness. Accelerating Youth-Oriented Marketing, Enhancing Creative Communication to Create an Atmosphere Loved by Young People For brands, to precisely connect with core consumer groups, it is essential to understand their aesthetics, fashion, and individuality, which also demands high standards for the beauty and quality of brand exposure content. With the endorsement of health attributes, the soda water industry is one of the fastest-growing industries in recent years. As the industry leader, Mingren also has its own thoughts on brand communication. Where the wind reaches, the poetry of life is scattered. The hit drama "Meet Yourself" in 2023 portrayed a virtual journey of young people seeking the meaning of life in the scenery of Yunnan. In this drama, a bottle of Mingren Soda Water conveyed love and care, also conveying to consumers a health-focused lifestyle. In addition, in 2023, Mingren also collaborated with hit dramas such as "I Am Nobody" and "May All Your Wishes Come True." In 2024, Mingren Soda Water has not stopped, cooperating with several upcoming dramas. Such intensive placement in hit dramas not only lays the foundation for Mingren's exposure this year but also provides a channel to connect with young consumers. For brands, selecting major dramas requires considering both the popularity of the genre and segmenting audience preferences to ensure topic buzz within specific circles. Beverage brands' communication in hit dramas should at least achieve integration in content, scenarios, users, and media, which places higher demands on brand execution and brand power. With the opening of this year's hot movie season, the fitness craze has also surged. Based on deep observation of consumer needs, Mingren Pharmaceutical has launched functional beverages, the Rijiajian series and the Danyang series. The Rijiajian series, based on flavors such as double pomelo, white peach, and mixed fruit, is further divided into endurance and recovery types. The endurance type is suitable for those who stay up late, work overtime, and those with physical breakthrough needs or high-intensity fitness; the post-exercise recovery type with added electrolytes can meet consumers' needs for replenishing energy after exercise. The Mingren Soda Water Danyang series targets people seeking a light lifestyle, adding dietary fiber and a fresh combination of rose and lemon, allowing consumers to enjoy delicious taste while easily controlling energy intake. In the future, Mingren Soda Water will continue to uphold the health concept, launching more high-quality, healthy beverages to meet consumer needs. At the same time, Mingren Soda Water will continue to pay attention to the health and well-being of the public, spreading healthy lifestyle concepts through various means, and contributing to the development of national health. As an exhibitor at this year's Sugar and Wine Fair, Mingren Soda Water's booth number is S6C017T. Visit the Mingren booth to learn about new opportunities in healthy beverages.