---
title: "Heroes Vie in the 'Big' Era: Master Kong Launches 1L New Packaging Water in June"
description: "As summer approaches, the bottled water market heats up with Master Kong launching a new 1L packaging to capture the peak season. The trend towards larger packaging reflects changing consumer habits and the growing demand for healthy hydration."
author: "快消君"
publisher: "New Distribution"
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published: "2019-06-03"
language: "en"
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# Heroes Vie in the 'Big' Era: Master Kong Launches 1L New Packaging Water in June

> As summer approaches, the bottled water market heats up with Master Kong launching a new 1L packaging to capture the peak season. The trend towards larger packaging reflects changing consumer habits and the growing demand for healthy hydration.

Click 'Read Original' for details.
**Summer Water Market Battle: Master Kong's 1L New Packaging Product Launches to Capture Peak Season.**
Plans change, and the market has the final say.
While people flaunt colorful drinks as fashionable, a health-conscious trend towards drinking water is emerging. While you thought small bottles were king in supermarkets and convenience stores, large-format beverages are quietly becoming favorites. While people joke about using bottled water for cooking, many are indeed using it in the kitchen, and many sports enthusiasts, commuters, and outdoor workers have grown accustomed to carrying large bottles and gulping down water.
Unlike the fickle beverage market with its constant new flavors, the drinking water market is remarkably stable yet rapidly growing. This is closely tied to the popularization of healthy lifestyles and increased awareness. As 'drink more water, drink good water, replenish promptly' becomes consensus, carrying large bottles through the streets is no longer novel.
Products above 1L are favored by consumers and sell well in channels, making them a focal point for industry attention and investment.
In fact, with changing and improving consumer awareness, the packaged water market has entered the 'big' era.
**Drink More Water for Health,**
**Packaged Water Market Has Great Potential**
Over the past decade, the beverage industry has been turbulent, and packaged drinking water has created a new category and an industry miracle.
Statistics show that China's bottled water sales have grown rapidly, with a compound annual growth rate of 11.8% from 2012 to 2017, and its market share has firmly held the top position in the national beverage market. Notably, in 2017, China's bottled water sales exceeded a quarter of global sales.
According to incomplete statistics, from 2012 to 2016, China's bottled drinking water sales increased from 92.172 billion yuan to 154.36 billion yuan. In 2019, it is expected to achieve 10% growth and exceed 52% of the beverage industry share. Authoritative institutions predict that by 2020, bottled water sales will approach 200 billion yuan. Meanwhile, the drinking water industry will continue to lead the health trend in beverages.
Currently, the drinking water industry is divided among four major players. According to Nielsen data, as of June 2018, the market shares of Nongfu Spring, C'estbon, Ganten, and Master Kong were 26.4%, 20.9%, 9.6%, and 9.3% respectively, totaling 66.2%, exceeding 60% of the industry. Among them, Master Kong, with a more diverse product line including instant noodles, beverages, and pastries, and greater channel influence, stands out comprehensively, and its subsequent efforts in bottled water should not be underestimated.
Channel dominance and locking onto consumer preferences are key. In recent years, packaged water has trended towards premiumization and segmentation. The growth of the premium water market is linked to rising consumption levels and health awareness. However, high-end products often have limited appeal, and their growth is slower than mass-market products. Therefore, products targeting specific consumption scenarios better represent future growth points. On one hand, functional products like maternal water, sparkling water, children's water, and medical water are flourishing; on the other, large-capacity products for home, outdoor sports, and work are aligning with the new era of consumption upgrade.
**Consumption Upgrade**
**Leading the 'Big' Era in Packaged Water**
Statistics show that over 30% of China's population now consumes packaged drinking water, indicating a significant shift towards using it as a daily water source. Within this growing consumer base, packaging segmentation is a new trend.
According to the FMCG Elite Club, the drinking water market is mature after full competition. Brands offer different packaging sizes to meet various consumption scenarios. For example, 300-400ml products are portable and easy to hold; 500-550ml medium-size products are standard for home, car, and hospitality use; larger packaging varies by brand strategy.
Notably, as household and outdoor daily drinking needs expand, large-capacity bottled water is becoming the new favorite. Many consumers have transitioned from beverages to water for hydration. In response, Master Kong's innovative 1L packaging is a revolution to fill the gap left by 500-550ml medium packaging that cannot meet all scenario needs. In fact, compared to the steady sales of 500-550ml, sales of 1L and above have shown particularly strong growth recently. The 1L size is expected to become the new standard for popular packaged water.
**New 1L Launch**
**Master Kong Prepares for Peak Season, Creating Win-Win**
The entry of Master Kong, a leading domestic packaged water brand, undoubtedly intensifies competition. After all, Master Kong's strategic moves are backed by deep insights into consumers, market dynamics, and channel needs. Currently, Master Kong offers 380ml, 550ml, 1.5L, and 2L sizes. With the launch of the 1L packaging, Master Kong's water product line will be complete, like collecting all seven Dragon Balls to summon the dragon.
Competition fosters prosperity, and more products and choices are a win-win for consumers and terminal sales.
However, with similar packaging and prices, companies compete on quality and reputation.
Master Kong's water products undergo rigorous production processes, from manufacturing to internal inspection and filling control. In water treatment, Master Kong boasts an industry-leading 'eight-step process'. According to an analysis by Dr. Sun Yafei from Tsinghua University's Chemistry Department, RO reverse osmosis technology, originating from aerospace, produces better water quality than general treatment. Each bottle of Master Kong water is purified through eight steps: coarse filtration, ultrafiltration, activated carbon filtration, UV, two-stage RO reverse osmosis, security filtration, ozone, and terminal titanium rod filtration, with beneficial minerals added for consumer safety and health.
Moreover, Master Kong, known for marketing, adds a unique flavor to selling water. In early May, Liu Tao endorsed Master Kong water and appeared in a parent-child micro-film. In it, Liu Tao, shedding her strong woman image, shows her tender side in family life while accompanying her child's growth. Notably, after the film's release, Liu Tao's hashtag #全家人的安心之选# (Family's Safe Choice) garnered 20 million reads.
Following that, for Mother's Day, Master Kong launched a 'Mother's Day Parent-Child Psychological Confession H5' to provide a platform for mothers to express love. With marketing support, the 1L and other products are expected to sell well across channels.
In fact, Master Kong has consistently sparked marketing topics and built a good reputation by caring for health, thinking about consumers, and adhering to leading technology and high quality. For example, inviting Liu Tao as spokesperson and releasing a warm micro-film showcased the brand's soft, emotional side in caring for family and healthy growth. Now, the 'industry killer app' 1L Master Kong water is rapidly entering channels, firing the first shot in peak season marketing.
In the drinking water market, heroes vie for dominance; who else but us?
It is reported that Master Kong has recently formulated attractive promotional policies for distribution channels. For terminal retailers, with unchanged purchase prices, Master Kong water 380ml and 550ml whole packs enjoy combo promotions like 'buy 12 get 3 free' and 'buy 24 get 4 free'. Such sincerity is sure to boost terminal sales enthusiasm.
Looking at the present, May flowers bloom, and dragon boat races drum. With the scorching summer approaching, the packaged water sales season will fully ignite. From all indications, Master Kong is ready to 'make a big move'. So, Nongfu, C'estbon, Ganten, and other frontline players, are you ready?
Source: FMCG Elite Club


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