Just when we thought Evergrande had flipped the table and walked away, Evergrande Spring has launched another ultra-premium water. What drama will unfold this time?

Evergrande Spring has introduced a new product—metasilicic acid water—with a retail price of 10 yuan. When we assumed Xu Jiayin had passed this burden from one hand to the other and then tossed it into the trash, Evergrande Spring once again surprised everyone.

Despite repeated layoffs and a loss of its former royal pricing power, this hasn't stopped Evergrande from unveiling a new product as the peak season approaches—and it's an ultra-premium water: Evergrande Spring Metasilicic Acid Water.

Looking Back at Evergrande

Since Evergrande entered the FMCG sector in 2013, it has been a subject of controversy and legend. The legend is what we call "Evergrande speed." While internal logistics and management processes may have been lacking, Evergrande Spring's distribution speed was unmatched in the industry, achieving near-universal store presence in less than two months—something many companies that boast about their deep distribution capabilities couldn't accomplish.

From announcing its launch to hiring staff and completing distribution, Evergrande Spring became a force to be reckoned with in the FMCG circle in less than half a year. It was precisely this aggressive force that made industry giants feel threatened, leading to waves of negative press.

Due to the booming real estate sector and investments in companies like Vanke, Xu Jiayin decided to focus on his core strengths and reluctantly divested his FMCG businesses (Evergrande Spring, milk powder, and grain and oil were all sold to third parties).

As Hao Chang of Huangtaiji Jianbing said: "Did Huangtaiji's emergence impact the entire catering industry? Yes. Did it benefit the industry? Yes. That's enough."

Similarly, did Evergrande Spring's emergence benefit China's packaged water market? Yes. Did it bring impact? Yes, a significant one. Evergrande Spring's influence was enormous, especially in driving the upgrade of packaged water.

First, Evergrande Spring's concepts were all correct: from "One Source, Supplying the World" emphasizing a single water source to ensure consistent quality, to "Not Surface Water" highlighting the depth of the water source, to "Drink for Health" tapping into consumers' health consciousness. As for consumption scenarios like "cooking and tea brewing," these opened up all channels and created ample consumption scenarios. The problem was too many concepts for consumers to digest at once, making them hard to accept.

Second, Evergrande Spring's pricing. Although its price was often criticized, it undeniably opened the door for 4-yuan water. Before Evergrande, no one had done 4-yuan water: Kunlun Shan was 5 yuan, Evian 5 yuan and above, Nongfu 2 yuan, C'estbon 2 yuan, Ganten 3 yuan. The 4-yuan price point was a gap, representing the difference between mid-range and high-end water. Evergrande Spring occupied this position and, through its advertising, made consumers accept 4-yuan water. After Evergrande, Uni-President's Aikua was 4 yuan, Kunlun Shan 4 yuan, Nongfu's student water 4 yuan, and Evian 4 yuan (330ml). It essentially opened up the 4-yuan price band, but Evergrande didn't hold the line. If it had stayed at 4 yuan, acceptance would likely have been high.

Third, Evergrande Spring's execution. Its execution far exceeded that of many FMCG peers, arguably ranking first. At its peak, it had over 10,000 frontline salespeople, completed nationwide distribution in two months, and recruited tens of thousands of promoters in one month to run unique activities at various B and C outlets. This distribution speed is something many seasoned FMCG players couldn't match. The scale of activities was beyond what even companies with professional promotion teams could achieve. Evergrande's execution stunned traditional FMCG veterans.

Finally, innovation. Evergrande Spring was the first in the FMCG industry to introduce the "one product, one code" concept for precise scenario-based communication, allowing consumers to scan codes to get closer to the brand. While many companies struggled with counterfeit goods, cross-regional sales, and promotions not reaching frontline consumers, Evergrande Spring solved these problems. It turned its products into traffic entry points. In internet thinking, if you can generate enough traffic, the product can be free, so pricing at 2 yuan would also be fine. After Evergrande, many companies adopted the "one product, one code" concept, sending the old "one more bottle" promotion to the scrap heap.

Evergrande Spring, with meteor-like speed, showed that some traditional concepts can be shaken and taught the FMCG circle that rushing too fast can lead to falls. Just when everyone thought Evergrande had left this contentious circle, it launched an even higher-end water.

Evergrande Metasilicic Acid Water

If Evergrande Spring previously used a "4 billion" loss to achieve the effect of 10 million, this time it used a "1 million" cost to achieve a "100 million" effect.

Without fanfare or TV ads, it simply announced a new Evergrande Spring product priced at 10 yuan, positioned as metasilicic acid water, claiming it tastes better. With just this simple launch, the entire FMCG circle was abuzz. People thought it had given up, but it returned with an even higher-end water. At 10 yuan, discussions multiplied—optimistic and pessimistic voices alike. Evergrande Spring proved itself a master of creating buzz; it hadn't even moved, yet the whole industry was already talking.

Whether you're optimistic or not, Evergrande Spring has turned the tap on the 10-yuan water market. Neither the old 10-yuan-plus brands like Evian, nor VOSS acquired by Red Bull, nor Taiji Water's 10-yuan offering, generated the same buzz as Evergrande Metasilicic Acid Water. Looking back at water's development history, the market for water priced above 10 yuan is over 18 billion yuan and growing at 45% annually. While Nongfu and Ganten hoped to open this door with glass bottles, Evergrande Spring said, "No, I'll stick with PET packaging. My selling point is the water source—Meirensong Spring in Antu County, Yanbian Prefecture, Jilin Province—and my claim is 'metasilicic acid, sweeter taste, healthier.'" In other words, Evergrande Metasilicic Acid Water still sells water, not bottles or sentiment.

Evergrande Metasilicic Acid Water pulls the off-track high-end water strategy back to the right path: no matter how good the story, water quality matters more. A bottle is just packaging; water isn't wine, and the most basic appeal is what sells.

So what will happen to Evergrande Metasilicic Acid Water this time? I'm still not optimistic. The strategy is right, but the persuasion is weak. There are too many water sources and companies in the northeast. Back then, Nongfu's "your water plant is next to mine" made it hard for Evergrande to maintain the 4-yuan route. Second, the metasilicic acid selling point is insufficient; its functional benefits aren't convincing enough. Many consumers only learned from Evergrande's launch that it can soften blood vessels and promote bone development. Third, the consumption scenario is weak; there's no compelling reason for consumers to drink it. Finally, past failures have made consumers view the brand as insincere, and they'll respond with even more insincerity.

Which Brand Benefits Most

Evergrande Metasilicic Acid Water's biggest contribution is opening the floodgates for water priced above 10 yuan. Under this floodgate, which brand will benefit?

Old Na believes it's Han Shui Xi Gu · Zhen Xi Water. Although I feel Evergrande Metasilicic Acid Water won't succeed, we can't ignore its ability to create momentum. Just as Wahaha's Galvasi didn't succeed but made consumers aware of the authentic "Qiulin Galvasi" and that authentic Galvasi is fermented from bread. That year, Qiulin Galvasi's sales exceeded 700 million yuan, a sevenfold increase from around 100 million before Wahaha entered the market. Although Wahaha's Galvasi failed, Qiulin's market grew steadily.

Similarly, when Evergrande Metasilicic Acid Water opens the 10-yuan water market, we need to look at which brands above 10 yuan have concepts more easily accepted. Undoubtedly, it's Han Shui Xi Gu · Zhen Xi Water, which has always been priced above 10 yuan.

Knowledge Popularization:

Compared to metasilicic acid, which consumers don't readily accept and requires extensive education, selenium in Chinese consumers' minds equals "anti-cancer miracle element." Both folk and scientific promotion have endorsed selenium.

Scenario Building:

The 2017 city report said everyone has a 30% risk of developing cancer, greatly increasing consumer demand for cancer prevention. Currently, selenium supplements are mainly health products, but health products have a poor reputation among consumers, making water a better option. Han Shui Xi Gu · Zhen Xi Water has built an excellent scenario for consumers.

Unique Water Source:

Deep in the Qinling Mountains lies the source of Han Shui Xi Gu · Zhen Xi Water. Few brands have developed there due to government restrictions, making it truly unique.

Leveraging Momentum:

Although Han Shui Xi Gu · Zhen Xi Water doesn't advertise much, it's a strong company. Being low-key doesn't mean lacking style; it's just waiting for the right moment. When Evergrande opens the door, Han Shui Xi Gu · Zhen Xi Water has no reason not to push forward. At this year's Spring Sugar Fair, it showed its teeth, signing dozens of B2B platforms. Following Adidas's announcement to stop TV ads, Han Shui Xi Gu · Zhen Xi Water also chose more effective self-media platforms for brand promotion, making recruitment more targeted.

Meanwhile, in the model market of Xi'an, they are also making moves. While others are planning, they are already acting.

Model Market:

(Personalized booth) Promotional floor display Internet cafe display Nightclub display Nightclub cooperation Tea bar cooperation Tea house display Gas station display

No matter how much we say or show, nothing beats visiting in person. Walk the water source, see the model market, and experience the unique charm of Han Shui Xi Gu · Zhen Xi Water—whether you become a distributor or not. See how the model market opens the door to wealth, and explore the mystery of the Qinling Mountains.

Factory area photo

Han Shui Xi Gu · Zhen Xi Water invites distributor friends to visit Xi'an. Apart from round-trip transportation, all expenses for food, lodging, and travel during your visit will be covered by the company, and there will be a mysterious gift. What are you waiting for? Interested friends can contact the regional sales directors:

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