Water is the source of life, and products based on it have enduring popularity. Among them, the purest is mineral water, with hundreds of brands competing. Success has its advantages, and failure has its reasons. The stories of three bottled waters are typical and worth pondering! Source: Organic Farmer

Evergrande Spring's Arrogance

Evergrande Spring, which burst onto the scene as a high-end mineral water, decided to completely renounce its once-proud high-end strategy within less than two years of product launch.

  1. Unclear positioning, mistaking high price for high-end Evergrande Spring initially entered the public eye with a high-end image. This was due to three factors: first, Evergrande's own brand was relatively high-end; second, the water source for Evergrande Spring was very scarce; third, the logistics costs from source to market were high. Evergrande wanted to avoid direct competition with ordinary packaged water brands like Nongfu Spring and C'estbon, but constrained by factors such as distribution channels, it gradually shifted its high-end positioning. Unable to withstand the pressure, Evergrande Spring eventually embarked on a price reduction path. The company hoped to achieve higher sales volume through lower prices and thereby improve its persistent losses. Specifically, the 350ml bottle was reduced from 3.8 yuan to 2.5 yuan per bottle, the 500ml from 4 yuan to 2.5 yuan, the 1.25L from 6 yuan to 5 yuan, and the largest cut was for the 4L bottle, which was halved from 25 yuan to 12.5 yuan per bottle. After dropping to the mid-to-low-end tier, Evergrande Spring's competitors became brands like Nongfu Spring and C'estbon. Compared with these brands, Evergrande Spring's biggest advantage lies in its water source. However, for ordinary consumers, when choosing mineral water, they do not care whether the source is in Changbai Mountain or Kunlun Mountain; they only care whether it quenches thirst. High-end does not equate to high price; doing high-end requires tapping into consumers' segmented needs. The turmoil caused by the positioning shift leaves one wondering whether Evergrande Spring can carve out a new path.
  2. Bombardment advertising, loss of focus From "Drink daily, live long and healthy" to "Healthy and beautiful" to "Changbai Mountain natural mineral water" to "We don't transport surface water" to "For cooking and tea" to "I only love you," interspersed with "One source, global supply," "Exported to 28 countries," and "Dad, Mom, I want to drink," such a multitude of slogans has left consumers dazzled and even more confused about Evergrande Spring's positioning and core message.

Nongfu Spring's Sentiment

"Today, high-quality food is the greatest luxury in China and the world; Nongfu Spring aims to be the luxury among waters." Nongfu Spring's leader Zhong Shanshan believes that high-end water must have three characteristics: scarce natural water sources, naturally balanced mineral content, and profound natural or cultural connotations. Nongfu Spring has been continuously expanding its cultural connotations. 1. Excellent advertising slogans Whenever Nongfu Spring is mentioned, the first thing that comes to consumers' minds is its excellent slogan: "Nongfu Spring is a bit sweet." But in reality, Nongfu Spring has no advantage in sweetness, because all purified water and mineral water, when tasted carefully, have a slight sweetness. Nongfu Spring was the first to propose the concept of "a bit sweet," seizing the high ground in consumers' minds. Nongfu Spring is sourced from deep water below 70 meters in Qiandao Lake, a national first-class water resource protection area with pure water quality; a sip feels sweet. Thus, using "a bit sweet" is apt because it matches the product's characteristics; and it is exquisite because it highlights the product's excellent quality. 2. Exquisite design Nongfu Spring's highest-end glass-bottled mineral water bottle design (the beautiful bottles on the cover) reportedly took over three years, involving five top international design firms, and after 58 drafts, the current packaging design was finally selected. The final crystal-clear glass bottle, adorned with patterns of Changbai Mountain's unique species, exudes a rich cultural atmosphere. For example, the exquisite glass bottle for high-end water and the ergonomic design of the baby water bottle facilitate gripping by both large and small hands. The student water bottle, reintroduced, features a nipple-style cap. Such humanized, exquisite design and packaging alone are enough to make the water sell well among students! More precise consumer analysis and thoughtful differentiated design have become highlights for Nongfu Spring's spread on WeChat and Weibo. 3. Heartwarming advertisements Nongfu Spring's promotional videos do not heavily tout product quality. Instead, through green mountains and clear waters and the narration of every ordinary employee, the water source advertisements are crafted into high-quality, sincere content. After watching the ads, viewers naturally know that the water source is picturesque and the employees are dedicated. Nongfu Spring's cleverness is not only in the high-end style of its ads. It also set up a "skip after 5 seconds" feature. Although foreign video sites had similar features, Nongfu Spring was the first in China to try it. Aerial view of Nongfu Spring's Fusong water source in Changbai Mountain Amid the noisy advertisements, Nongfu Spring's "skip after 5 seconds" feature stands out like a fresh stream, especially appealing. Users also have a strange rebellious psychology: if you force me to watch, I'll install a plugin to skip; if you say I can skip, I'll watch it seriously to the end, and even promote it for free.

Evian's High-Class Appeal

Evian is a representative of high-end water, and it is expensive with justification: it comes from the Alps, is naturally gifted, and is surrounded by various legendary tales, making it full of high-class appeal. Whether true or not, today's Evian water, along with Volvic, another mineral water brand under Danone, ranks among the world's four major bottled water brands, sold in over 140 countries and regions, with annual production of 1.5 billion liters and a global market share exceeding 10%. It entered the Chinese market as early as 1986 and, after decades of low-key cultivation, has captured about 25% of China's high-end mineral water market. Evian derives from the Celtic word "evua," meaning "water." Its level is somewhat high, making it a model for various experts to imitate. 1. Telling a good story The discovery of Evian water is said to be quite legendary. In the summer of 1789, a French aristocrat unfortunately suffered from kidney stones that were difficult to cure. At that time, drinking mineral water was popular, so he decided to try his luck. Once, he came to the town of Evian at the foot of the Alps, drank the local spring water, and persisted for a period; soon he found that his kidney stones were miraculously cured. This anecdote spread quickly, and experts subsequently conducted special analyses, finding that the water was rich in various minerals beneficial to the human body, scientifically proving Evian water's efficacy. Afterwards, people flocked to experience the miraculous effects of Evian water for themselves. Even local doctors used Evian water as medicine for treating illnesses. Business-minded individuals began to fence off the spring and sell the water to those who came. More miraculously, even Napoleon III came to try it and fell in love with this magical water. It is said that the name Evian was bestowed by Napoleon III to commemorate the mineral water produced in the town of Evian. With the emperor's favor and support, Evian water quickly gained fame and renown. With such cultural endorsement, Evian water's value also soared. 2. Scarcity Evian water claims to come from the Alps, one of the few unpolluted regions in the world today. Above 2,000 meters in altitude, the average annual temperature is below 0°C. Above 3,200 meters, there is year-round snow, providing abundant unpolluted water resources. The uniqueness and exclusivity of this region create the product's uniqueness and exclusivity. Not all mineral water can come from the Alps; having what others do not is an advantage. 3. A series of arrangements around precise positioning Evian positions itself as high-end, and when selecting distributors, it values their ability to connect with specific venues such as star-rated hotels, beauty spas, and high-end supermarkets. The places where Evian products appear are highly consistent with its brand positioning. 4. Packaging design comparable to luxury goods In packaging, it also adheres to a consistent high-end image. The initial water-drop-shaped bottle made the entire bottle of Evian water as pure as a drop of mountain spring just taken from the Alps, with a distinctive appearance; later, based on consumer surveys, Evian launched a second-generation design with a spiral hook, allowing the bottle to be hung on belts, handbags, or clothing for easy portability. The unique leak-proof cap can be opened with one hand, making drinking more convenient. Additionally, Evian periodically releases limited-edition collectible packaging designs, making Evian water collectible like other luxury items. For example, the "Evian Origine" commemorative bottle released in November 2005 used pure extra-white glass, with its clear and transparent color to highlight Evian mineral water's natural, pure, and balanced qualities; and its unique iceberg shape evokes the Alps that nurture Evian mineral water. Evian's unique packaging design has become an excellent channel for conveying its aristocratic quality to consumers. In today's FMCG market, rational appeals are increasingly unable to satisfy consumers' changing preferences. Research confirms that over 60% of FMCG purchasing decisions are based on personal preference. This also indicates that, on the premise of precise positioning and sound rational functions, focusing on emotional appeals is the winning formula.

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