---
title: "Nongfu Spring Launches 'Changbai Snow' Natural Snow Mountain Mineral Water: Who Will Dominate the 3-Yuan Mineral Water Segment?"
description: "Nongfu Spring's ninth new product this year is 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. Its launch may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle."
author: "陈峰"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-04-23"
language: "en"
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# Nongfu Spring Launches 'Changbai Snow' Natural Snow Mountain Mineral Water: Who Will Dominate the 3-Yuan Mineral Water Segment?

> Nongfu Spring's ninth new product this year is 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. Its launch may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle.

Nongfu Spring's ninth new product this year is here: 'Changbai Snow,' a natural snow mountain mineral water priced at 3 yuan. The launch of Changbai Snow may signal the true arrival of the segmented packaged water era, and the mineral water sector is set for a reshuffle.
As is well known, Nongfu Spring boasts numerous high-quality water sources. This time, the company's重磅 launch of the 3-yuan new product Changbai Snow is named after the snow of its source, Changbai Mountain. What makes this emphasis on the water source so distinctive?
### **-01-**
### **What kind of water source nurtures what kind of life**
Changbai Snow is natural snow mountain mineral water, and natural mineral water is actually an extremely scarce mineral resource.
Mineral water is highly susceptible to changes in quality and quantity due to external conditions and human factors, making the ecological environment of a good water source crucial for water quality. Changbai Snow is produced in Changbai Mountain, so let's take a closer look at Changbai Mountain.
What comes to mind when you think of Changbai Mountain?
A friend who loves traveling recently returned from Changbai Mountain and told me: 'Changbai Mountain can satisfy anyone's longing for beauty—the Heavenly Lake, volcanoes, hot springs, and snow. It's the most beautiful painting I've ever seen; you must go at least once in your life.'
Unlike her carefree spirit, life and work have left me no time to visit that picturesque place in the near future. But as a media professional, I want to tell her that I've come to know the beauty of Changbai Mountain through several amazing commercials, far beyond what she mentioned.
And my understanding of Changbai Mountain actually began with Nongfu Spring.
As a southerner, I initially had no impression of Changbai Mountain until Nongfu Spring's stunning winter documentary about it appeared—arguably the most beautiful ad ever. The film featured rare animals such as the Siberian tiger, sable, and Chinese merganser, which darted through the snow-covered forest, making viewers feel as if their souls were being cleansed.
The reason Changbai Mountain can serve as a habitat for these forest spirits is its unique ecological environment.
The Changbai Mountain forest ecosystem is the best-preserved, most pristine, and healthiest forest ecosystem in eastern Asia. It is one of China's earliest established nature reserves, with a forest coverage rate of over 98%, a complete ecosystem, and vast seas of forests. As a result, it is home to as many as 1,588 species of wild animals and 2,806 species of wild plants, and is a UNESCO 'Man and the Biosphere' natural reserve.
Such an excellent ecosystem also has an outstanding water conservation function, inevitably yielding extremely high-quality water sources. The new product Changbai Snow, launched by Nongfu Spring this time, sources its water from a natural cold spring in the primeval forest of Changbai Mountain, less than 60 kilometers from the Heavenly Lake. It is a metasilicic acid-type cold mineral water that has been deeply purified by volcanic basalt over 30-60 years, offering a crisp and refreshing taste, reminiscent of the soft snowflakes in the forest.
'What kind of water source nurtures what kind of life.' The unique ecological environment has created an exceptional water source for Changbai Snow and built its most core quality moat.
### **-02-**
### **Value as the cause, price as the effect**
Nongfu Spring, always adept at observing changes in consumer demand, surely didn't rely solely on demand insights for the launch of Changbai Snow. Of course, it's more than that.
2020 was called the 'Year of Value,' and this year is when products truly return to value itself. Besides considering the consumption needs and capabilities of consumer groups, it's essential to deeply examine the premium capacity brought by brand quality and other factors, which requires careful calculation by the company.
As the 'Water King,' Nongfu Spring didn't just acquire the Changbai Mountain water source today; it could have produced high-quality mineral water long ago. So why did it only start laying out the channel now? From this perspective, it can even be said that Changbai Snow is a product that truly understands the market and upgrades from a value standpoint.
First, in terms of category, with the rise of consumer health awareness, the health value of mineral water has become prominent. However, mineral waters from different sources have different conservation conditions and mineral compositions.
For example, in terms of content alone, each bottle of Changbai Snow snow mountain mineral water has a total dissolved solids content of 35-100, containing magnesium 1.5-5.0 mg/L, calcium 4.0-10.0 mg/L, sodium 2.0-6.8 mg/L, potassium 1.0-2.5 mg/L, and metasilicic acid 30-50 mg/L. While rich in mineral elements, it has lower sodium content, reducing the burden of excessive sodium intake.
Nongfu Spring also places great emphasis on taste. Typical mineral waters have relatively high sodium content and taste slightly salty and astringent. In contrast, Changbai Snow has a crisp, refreshing taste with a slight hint of sweetness. In high-end dining, such mineral water is typically used to cleanse the palate and stimulate the appetite, often paired with fine red wine and caviar.
In terms of packaging, Nongfu Spring has been called 'a design company delayed by selling water.' This time, the packaging is particularly ingenious. Through the transparent animal designs on the packaging, one can glimpse the scenery of Changbai Mountain—this is the 'Changbai Snow' seen through the eyes of animals, an extremely personalized and aesthetically sophisticated packaging design.
The packaging features four rare wild animals that inhabit Changbai Mountain: the Siberian tiger, chipmunk, Eurasian sparrowhawk, and Chinese merganser. Beyond aesthetics, Nongfu Spring hopes this packaging design will awaken people's awareness of protecting and respecting nature.
The four numbers on the bottle—58, 1588, 240, and 1000—each carry deep meaning. Nongfu Spring explains that the first three represent the 58 species of nationally protected animals, 1,588 known wild animal species, and 240 species of wild birds in the Changbai Mountain area. The '1000' on the Chinese merganser illustration signifies that this rare species, which survived from the Tertiary glacial period, now numbers fewer than 1,000, earning it the nickname 'giant panda among birds.'
The combination of multiple attributes means that when consumers purchase Changbai Snow, they are not only getting a beautifully packaged, high-quality mineral water product but also becoming empathizers with natural ecology and life. This also gives Changbai Snow a differentiated positioning based on its origin. Only when consumers truly recognize its value can the price be supported; remember, price is the effect, and value is the cause.
### **-03-**
### **Positioning in a new price segment: Changbai Snow's perfect timing and location**
It is understood that Nongfu Spring completed the exploration and discovery of the water source as early as 2008, and had production conditions in place by 2015, but it wasn't until 2021 that it officially launched this super new product. In fact, I believe Nongfu Spring had long been prepared for this, given that as early as the 2016 G20 Summit, the water served to guests was Nongfu Spring's exquisite and elegant glass-bottled mineral water.
That said, why did Nongfu Spring wait until this year to launch a new product in the 3-yuan price segment?
According to a water research expert, 'In fact, in China's food safety standard system, because some mineral waters have very high mineral content, mineral water has always been managed as a food and beverage. For household use in cooking, boiling soup, and brewing tea, natural water containing moderate natural minerals is undoubtedly more suitable. Mineral water with particularly high mineral element content is fine for drinking on the go, but for long-term daily consumption, natural water or mineral water with appropriate mineral element content may be more ideal.'
In other words, for long-term household consumption, mineral water with excessively high mineral content may not be suitable. As the 'Water King,' Nongfu Spring certainly understands this, but most consumers are unaware, and at the retail end, some brands claim that 'natural water is inferior to mineral water.'
Given this, Nongfu Spring has officially launched 'Changbai Snow' to let the market and consumers test what truly excellent mineral water is, meeting consumer needs beyond natural water. After all, in China's water market, Nongfu Spring's strength as the 'Water King' is evident to all.
As consumers' understanding of mineral water gradually improves, the continuous segmentation of consumption scenarios is an inevitable trend. Consumption upgrades bring higher demands for quality. When people choose high-quality natural mineral water, they no longer focus solely on mineral content indicators but also pursue good taste and high-end quality connotations.
Today, the drinking water market continues to expand. Data shows that China's packaged drinking water market is close to 200 billion yuan, growing at an average annual rate of 8.5%. Nongfu Spring's 2020 annual report also shows that packaged drinking water revenue accounted for 61.0% of its total revenue in 2020, up from 59.7% in 2019.
With the trend of the times, the expanding demands of new consumer groups, and the water source advantages under a unique ecosystem, Nongfu Spring's Changbai Snow has already secured the perfect timing and location. Coupled with its strong brand endorsement and channel power, Nongfu Spring in the 3-yuan water era is worth looking forward to!
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