--- title: "The Tale of Three Waters: Evergrande Spring's Arrogance, Nongfu Spring's Sentiment, and Evian's High-Class Appeal" description: "This article examines the contrasting strategies of three bottled water brands in China: Evergrande Spring's failed attempt at high-end positioning due to unclear targeting and excessive advertising, Nongfu Spring's success through emotional branding and design, and Evian's premium image built on storytelling and scarcity." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2017-10-12" language: "en" canonical: "https://xinjignxiao.com/en/articles/the-tale-of-three-waters-evergrande-spring-s-arrogance-nongfu-spring-s-s-0092c9a9/" markdown: "https://xinjignxiao.com/en/articles/the-tale-of-three-waters-evergrande-spring-s-arrogance-nongfu-spring-s-s-0092c9a9.md" original_source: "https://mp.weixin.qq.com/s/Zkw3dbdtBvbI9dzlsDHNFw" translation: "https://xinjignxiao.com/zh/articles/%E4%B8%89%E7%93%B6%E6%B0%B4%E7%9A%84%E6%95%85%E4%BA%8B-%E6%81%92%E5%A4%A7%E5%86%B0%E6%B3%89%E7%9A%84%E5%82%B2%E6%85%A2-%E5%86%9C%E5%A4%AB%E5%B1%B1%E6%B3%89%E7%9A%84%E6%83%85%E6%80%80-%E5%92%8C%E4%BE%9D%E4%BA%91%E7%9A%84%E9%AB%98%E9%80%BC%E6%A0%BC-0092c9a9.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/the-tale-of-three-waters-evergrande-spring-s-arrogance-nongfu-spring-s-s-0092c9a9/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # The Tale of Three Waters: Evergrande Spring's Arrogance, Nongfu Spring's Sentiment, and Evian's High-Class Appeal > This article examines the contrasting strategies of three bottled water brands in China: Evergrande Spring's failed attempt at high-end positioning due to unclear targeting and excessive advertising, Nongfu Spring's success through emotional branding and design, and Evian's premium image built on storytelling and scarcity. _1_ 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. 01 **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 upscale; second, the water source for Evergrande Spring was very scarce; third, from the water source to the market, high logistics costs had to be managed. Evergrande wanted to bypass competition with ordinary packaged drinking water brands like Nongfu Spring and China Resources C'estbon, but constrained by factors such as distribution channels, it gradually changed its high-end positioning. Unable to withstand the pressure, Evergrande Spring ultimately embarked on a price reduction path. The company hoped to achieve higher sales volume through lower prices and thereby improve its persistent losses. Among the reductions, the 350ml bottle was cut from 3.8 yuan to 2.5 yuan per bottle, the 500ml bottle from 4 yuan to 2.5 yuan per bottle, the 1.25L bottle from 6 yuan to 5 yuan per bottle, and the largest cut was for the 4L bottle, which was slashed from 25 yuan to 12.5 yuan per bottle—a 50% reduction. After dropping into the mid-to-low-end segment, Evergrande Spring's competitors became brands like Nongfu Spring and China Resources 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 water source is in Changbai Mountain or Kunlun Mountain; they only care whether it quenches thirst. **High-end does not equate to a high product price; to be high-end, one must explore the segmented needs of consumers. The turmoil caused by the positioning change raises the question of whether Evergrande Spring can carve out a new path from here.** 02 **Bombarding Advertising, Losing Focus** From "Drink daily, live long and healthy" to "Healthy and beautiful," then to "Changbai Mountain natural mineral water," "We don't transport surface water," "For cooking and brewing tea," "I only love you," interspersed with "One source supplying the globe," "Exported to 28 countries," and "Dad, Mom, I want to drink," **such a multitude of slogans has already left consumers dazzled and even more confused about Evergrande Spring's positioning and the core message it intends to convey.** _2_ Nongfu Spring's Sentiment "Today, quality food is the biggest 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 possess three characteristics: scarce natural water sources, naturally balanced mineral content, and a reflection of profound natural or cultural connotations. **Nongfu Spring is also continuously expanding its cultural connotations.** 01 Outstanding Advertising Slogan Whenever Nongfu Spring is mentioned, the first thing that comes to consumers' minds is its outstanding slogan: "Nongfu Spring is a bit sweet." But the truth is, Nongfu Spring has no real advantage in sweetness, because all purified water and mineral water, when tasted carefully, have a slight sweetness. **Nongfu Spring was the first to introduce the concept of "a bit sweet," seizing the high ground in consumer psychology.** Nongfu Spring is sourced from deep water below 70 meters in Qiandao Lake, which is a national first-class water resource protection area. The water is pure, and a sip feels sweet. It is precisely for this reason that using "a bit sweet" to describe it is extremely apt, as it matches the product's characteristics; and it is also extremely clever, as it highlights the product's excellent quality. 02 **Exquisite Design** The design of Nongfu Spring's highest-end glass-bottled mineral water (the beautiful bottles on the cover) reportedly took over three years, involving five top international design firms, and went through 58 drafts before the current packaging design was finalized. The final crystal-clear glass bottle, adorned with patterns of endemic species from Changbai Mountain, 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, which made a comeback, features a nipple-style bottle mouth. Such humanized, exquisite design and packaging alone are enough to make the drinking water sell well during school years! **More precise consumer analysis and thoughtful differentiated design have become highlights for Nongfu Spring's dissemination on WeChat and Weibo.** 03 **Warm Advertising** Nongfu Spring's promotional films do not heavily tout product quality. Instead, through green mountains and clear waters and the narratives of every ordinary employee, they turn the water source location into high-quality, sincere content. After watching the ads, people naturally know that your water source is as beautiful as a painting and that your employees are dedicated to their work. Nongfu Spring's cleverness is not only reflected in the high-end feel of its ads. It also set up a "skip after 5 seconds" feature for its ads. Although foreign video websites had similar features long ago, in China, Nongfu Spring was the first to try it. Aerial view of Nongfu Spring's Fusong water source in Changbai Mountain Amid the noisy advertisements of all kinds, Nongfu Spring's "skip after 5 seconds" feature stands out like a fresh stream, especially endearing. **Users also have a strange rebellious psychology: if you force me to watch, I'll install a plugin to skip it; if you say I can skip, I'll insist on watching it seriously, and after watching, I'll even promote it for free.** _3_ Evian's High-Class Appeal Evian is the representative of high-end water and is expensive with justification: it comes from the Alps, is naturally gifted, and is wrapped in 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 top four well-known bottled water brands, selling to over 140 countries and regions, producing 1.5 billion liters of bottled water annually, and holding a global market share of over 10%. It entered the Chinese market as early as 1986, and after decades of low-key cultivation, it has captured about 25% of China's high-end mineral water market share. Evian derives from the Celtic word "evua," meaning "water." Its status is somewhat elevated, making it a model for various experts to imitate. 01 **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 marvel quickly spread like wildfire. Experts then conducted special analyses and found that the water was rich in various minerals beneficial to the human body, scientifically proving the therapeutic effects of Evian water. Afterwards, people flocked to the area, wanting to experience the miraculous effects of Evian water for themselves. Even local doctors prescribed Evian water as medicine for treating illnesses. Business-minded individuals began to fence off the spring and sell the water to those who came after hearing the news. Even more miraculously, Napoleon III also came after hearing about 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 endorsement, Evian water quickly gained fame and reputation. **Relying on such cultural endorsement, the value of Evian water also soared.** 02 **Scarcity** Evian water claims to come from the Alps. The Alps are 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 uniqueness and exclusivity of the product. Not all mineral water can come from the Alps; having what others do not is an advantage. 03 **A Series of Layouts Around Precise Positioning** Evian is positioned 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. 04 **Packaging Design Comparable to Luxury Goods** In packaging, it also adheres to a consistent high-end image. The initial teardrop-shaped packaging 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 spiral hook packaging design, with a hook-style cap that can be attached to belts, handbags, or clothing for easy portability, and a unique leak-proof spout that can be opened and closed 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" limited commemorative bottle released in November 2005 used pure extra-white glass, with its transparent and clear color to highlight the natural, pure, and balanced qualities of Evian mineral water; and its unique iceberg shape evokes the Alps that nurture Evian mineral water. **Evian's unique packaging design has become an excellent channel for Evian water to convey its aristocratic quality to consumers.** In today's FMCG market, rational appeals are increasingly unable to satisfy consumers' changing preferences. Research has confirmed that more than 60% of FMCG purchasing decisions are based on personal preference. This also indicates that **on the premise of precise positioning and good control of rational functions, focusing on emotional appeal is the winning formula.** Source: Organic Agriculture Practitioner (ID: hbstkj) **The 3rd (CFIC) China FMCG + Internet Conference** will be held in Chongqing in November 2017. The conference will closely focus on the theme "New Forces, New Ecosystem," inviting **1,000+ distributors, 500+ brand owners, founders of 200+ B2B platforms, and 100+ investment and financing institutions** to jointly explore a new chapter of cross-border integration! **November 8-9, 2017** **Xinyue Hall, Chongqing Yuelai International Conference Center** **Registration is now open. Long press the QR code below or click "Read Original" to register.** Add friend and note "Conference Registration" Click the links below to review the highlights of the 1st and 2nd FMCG + Internet Conferences: [2016 "FMCG + Internet" Summit Forum]() -END- --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671