C'estbon, a leading player in packaged water, has new 'ammunition'. The author recently learned from a beverage distributor in Shenzhen that C'estbon has launched a new mineral water brand 'Benyou', priced at the most mainstream 2-yuan range for bottled water. According to photos provided, the new product's bottle features the C'estbon logo, but the packaging style is distinctive.

C'estbon launches new mineral water brand 'Benyou'

This means that C'estbon not only has more leverage in this year's peak season, but also has its latest tool to expand its territory in the bottled water market, which exceeds 200 billion yuan.

Full-channel distribution for Benyou

Benyou is undoubtedly a new chess piece for C'estbon to seize the opportunity of market recovery in the bottled water market this year.

The Mintel China Bottled Water Report obtained by the author shows that in 2022, the bottled water market sales are expected to increase to 218.5 billion yuan, a growth of 6.5%, significantly slower than in 2021, partly due to the rebound of COVID-19. However, as out-of-home consumption, the main scenario for bottled water, recovers after the lifting of restrictions, the market size growth is expected to return to higher levels. Mintel conservatively estimates that by 2027, bottled water market sales are expected to reach 316.7 billion yuan, with a compound annual growth rate of 7.7% from 2022 to 2027. According to sources familiar with the matter, in the short term, Benyou will be launched first in Guangdong, leveraging the channel advantages of the C'estbon parent brand for full-channel distribution, focusing on channel presence with vivid displays, including seizing freezer displays and building brand display images, to increase the exposure of Benyou's launch. The author also learned that as the latest member of C'estbon's packaged water line, Benyou is positioned as a simple, fashionable, natural mineral water that satisfies daily thirst and offers a sense of closeness. In the official interpretation, 'Ben' means 'original, essence', and 'You' represents 'beauty'. Based on this concept, Benyou has integrated the brand philosophy into the bottle design.

It can be seen that Benyou overall uses a light blue tone representing the water element. Unlike most bottled waters, Benyou does not use a wrap-around label on the bottle, but instead uses embossed effects to present the brand name, making the overall design simpler and fresher. The parent brand 'C'estbon' and production information are presented on a small transparent label at the back of the bottle.

In the most prominent center of the bottle, Benyou highlights sun rays that evoke warmth, nature, and healing, and surrounds the brand name with the personified word 'Bonjour' (note: French for 'hello'), creating a sense of dialogue between the product and consumers. Additionally, a water droplet element symbolizing purity is integrated into the greeting to interpret the product's attributes.

"Benyou overall adopts a simple and fashionable visual image. While conveying the brand's confident and upward attitude, we also hope to create a fresh, comfortable, and approachable texture, gathering the public's longing for beauty, so that Benyou can become the water that accompanies every beautiful day," C'estbon said in response to the author.

Pricing advantage

Besides the attractive packaging, another major highlight of Benyou is undoubtedly its 'friendly' price. Compared to many mainstream mineral waters priced at 3 yuan, Benyou's 2 yuan price is more affordable. In the packaged water field, where it is difficult to differentiate significantly by taste or mouthfeel, the source and content of mineral water have become the focus of brand promotion. However, while many peers focus on these elements, Benyou does not follow suit, but instead emphasizes returning to the essence of water for quenching thirst, providing an affordable choice for daily hydration needs. Drinking water is more about providing products that meet national standards, ensure quality and safety, and satisfy the most basic thirst-quenching needs. Several consumers told the author that when buying drinking water daily, they care more about price and brand. Ms. Huang, who works in Shenzhen, said she usually buys water when thirsty or traveling, "As for the type of water, it's not that important; as long as it meets national standards and quenches thirst, it's fine."

In the current context of consumption stratification, the 2-yuan pricing not only gives Benyou an important price competitive advantage in the mineral water field, but also makes it easier for the new product to 'gain a wave of fans'. Currently, 2 yuan is the most mainstream price range for bottled water. Data from the China Packaged Water Industry Association cited in a research report by Southwest Securities shows that the average price of 550ml bottled water rose from 1.66 yuan in 2005 to 2.32 yuan in 2020, indicating that the mainstream price band has been in the late stage of switching from 1 yuan to 2 yuan. In the 2-yuan range, C'estbon is one of the brands with an absolute advantage. Looking ahead, 2-yuan water is expected to remain the mainstream price range, running 'side by side' with 3-yuan water. Although the development plan for Benyou is not yet known, from its mass-market pricing and multiple specifications, Benyou will target various consumption scenarios. It is reported that Benyou has launched PET plastic bottle products in different specifications, including 555ml and 350ml, priced at 2 yuan and 1.5 yuan respectively. Among them, the 350ml mini bottle is designed for portability, meeting the needs of women who do not consume much at one time. In fact, these two capacities are similar to the bottled water specifications preferred by consumers in most situations. The aforementioned Mintel report shows that whether in outdoor scenarios such as sports/fitness and daily commuting, or at home during meals and leisure, 500ml plastic bottles and 330ml plastic bottles are the top two preferred packaging and capacities among respondents.

It is foreseeable that as a new mineral water brand under C'estbon, Benyou will be able to open up the market with its affordable pricing, strong channel advantages, and the safety, health, and quality endorsement from the parent brand's cooperation with the 'Chinese National Team'. It is understood that in 2023, C'estbon updated its brand proposition to 'Official Drinking Water for the Chinese National Team', continuing to provide its full range of drinking products to more than 70 national sports teams. From the Tokyo Olympics to the Beijing Winter Olympics, from the 7th Military World Games to the 14th National Games, C'estbon provides comprehensive support for the daily life and training of national team athletes, who have proven the safety, health, and reliability of its products through their actions. With multiple endorsements, we will wait and see what achievements Benyou will make.