Currently, the global economy is sluggish, but China's packaged drinking water industry continues to grow against the trend. Data shows that in 2020, China's packaged drinking water sales volume increased by 16.78% year-on-year, with sales revenue growing by 7.04% in the same period. The Drinking Water Professional Committee of the China Food and Drug Promotion Association predicts that China's drinking water market is ushering in new development and upgrades, and household consumption may become the main driver of market growth. Focusing on healthy home hydration and expanding indoor water usage scenarios has also become the keyword for the 'water battle' in 2022. Recently, Master Kong Packaged Drinking Water officially announced Olympic champion Guo Jingjing, who enjoys high national popularity, as its brand ambassador. This will further deepen the brand proposition of 'Choose Peace of Mind, Choose Health' and strengthen its position as 'national water' in household drinking water scenarios. ****Adhering to 'Champion' Quality, Conveying the Power of Peace of Mind It is not hard to see that this partnership is a two-way pursuit of peace of mind, and a strong alliance between champions and champion quality, jointly interpreting the core concept of 'Choose Peace of Mind, Choose Health'. From Olympic champion to returning to family life, Guo Jingjing, known as the 'Diving Queen,' has lived her life to the fullest at every stage. What has changed is her identity, but what remains unchanged is her pursuit of high quality. In choosing household drinking water, she also has strict standards, prioritizing peace of mind and health, which aligns perfectly with Master Kong's brand proposition of 'Choose Peace of Mind, Choose Health.' As a leading enterprise in the FMCG industry, Master Kong Packaged Drinking Water has adhered to quality standards since its launch, conveying the power of peace of mind and safeguarding the drinking water health of the nation with hardcore strength and reassuring quality. It is understood that Master Kong Packaged Drinking Water is one of the few bottled water brands in China to have received NSF International certification. It employs technologies such as two-stage RO reverse osmosis, nano-level filtration, and UV sterilization, with an eight-step process and national patent strict standards to ensure the high quality of every bottle of water. With the endorsement of champion Guo Jingjing, this will inevitably further strengthen the association between the brand and 'champion' quality, effectively enhancing the public's awareness of the brand's peace of mind and health. In addition to the peace of mind brought by the hardcore 'champion' quality, the peace of mind of Master Kong Packaged Drinking Water also comes from the brand's sense of social responsibility — actively participating in epidemic and disaster relief, rushing to disaster areas to donate water; holding high-temperature summer cooling public welfare activities to send reassuring good water to frontline outdoor workers; and creating the Master Kong Water Education program in schools for seven consecutive years to cultivate young people's awareness of 'knowing water, loving water, and saving water.' With one hand conveying health and the other delivering peace of mind, Master Kong continuously elevates its brand position as 'national good water' through small actions. It is reported that based on a consensus on public welfare, the cooperation between Master Kong Packaged Drinking Water and spokesperson Guo Jingjing has become more harmonious, and it is expected that Master Kong and Guo Jingjing will have deeper cooperation in public welfare in the future. As soon as the 'champion' CP was announced, the topic #郭晶晶的安心力量# (Guo Jingjing's Power of Peace of Mind) quickly trended on hot search, sparking active discussion among media and netizens, who unanimously affirmed that the partnership will jointly promote the drinking water health of the nation. Many netizens even started a purchasing craze following the champion to 'Choose Peace of Mind, Choose Health.' Packaged Drinking WaterRacing on the Golden Track, Family Kitchen Scenarios Become Mainstream In recent years, with the enhancement of Chinese residents' health awareness and the diversification of consumption scenario demands, the national drinking water structure has gradually changed. According to Frost & Sullivan data, from 2014 to 2019, household consumption of packaged drinking water, mainly medium and large-sized packaged water, achieved an average annual compound growth rate of 20%, higher than the growth rate of immediate consumption and office consumption. Especially since 2020, due to the continuous impact of the COVID-19 pandemic, medium and large-sized packaged drinking water has gradually replaced traditional boiled water or barreled purified water, entering more households. Master Kong Packaged Drinking Water has accurately observed this trend. In addition to launching various specifications to meet diverse consumption needs, it has also deeply explored household scenarios, especially kitchen and dining consumption scenarios, strengthening the awareness of using large-sized packaged drinking water for three meals a day. In collaboration with the national-level food platform '下厨房' (Xiachufang), it launched a campaign to collect happy meal recipes, conveying the proposition of 'Good water makes rice fragrant, peace of mind and health,' which attracted widespread attention and a wave of food creation among netizens. At the same time, Master Kong Packaged Drinking Water has also embedded its products in multiple popular family-themed TV dramas such as 'Xiao Min's Family' and 'Growing Up Together,' conveying the brand's concept of safeguarding the peace of mind and health of millions of families. Currently, Master Kong's large-sized packaged drinking water has become the consistent choice for daily drinking and kitchen water in more and more households, and has truly become the 'national good water' in the minds of the people. It is not hard to guess that choosing Guo Jingjing as spokesperson this time is also an important strategy for Master Kong Packaged Drinking Water to continue to deeply cultivate the household water usage scenario. According to a Frost & Sullivan market report, China's packaged drinking water market is expected to reach 337.1 billion yuan by 2024, with a compound annual growth rate of 10.8%. Master Kong's annual report also shows that in 2021, its packaged drinking water sales volume and market share both increased to varying degrees compared with the same period last year. With the overall landscape set, packaged drinking water is still on the golden track. It is foreseeable that with the endorsement of Olympic champion Guo Jingjing, Master Kong Packaged Drinking Water will further accelerate the development of the packaged drinking water market and safeguard the health upgrade of the nation's drinking water. Are you 'watching' me?