In 1958, Dr. Henry Cohen, founder of the World Gastroenterology Organisation (WGO), proposed May 29 as 'World Gut Health Day'. In China, the initiative to promote gut health awareness has been ongoing for 10 years. Today is the annual 'World Gut Health Day'. With the bombardment of information about gut microbes across all channels, gut health is attracting more and more attention. Indeed, having a dedicated day to educate the public about gut health is essential. Now, Chinese people are increasingly aware of the importance of gut health and are taking steps to maintain it, such as balanced diets, reducing oil, salt, and sugar, taking probiotics, and avoiding cold drinks in favor of boiled water. Against this backdrop, Master Kong's 'Drink Boiled Water', which entered the boiled water market this year, is gearing up for a major push. -01- The Potential Advantages of the 'Boiled Water Market' 1. Gut Health is Increasingly Valued by Chinese People With so many organs in the human body, why is there a dedicated day for the gut? Because the gut is the largest immune organ, providing 70% of the body's immunity. The gut is far more important than you think: it determines your health, mood, and even lifespan. According to Life Times, research shows that within the folds of the gastrointestinal tract, there is a structure called the 'neurocell complex', which is essentially the enteric nervous system. This complex can independently perceive, receive signals, and react, producing feelings of pleasure or discomfort, and even participating in intellectual activities like learning, similar to the brain. Hence, the gut is often called the 'second brain'. Data shows that 54.5% of the Chinese population has gut health issues, and China accounts for 18.6% of new colorectal cancer cases worldwide, making it the country with the highest annual new cases. Over 80% of health problems are related to the gut, including constipation, diarrhea, foul stools, bad breath, mouth ulcers, rough skin, dull complexion, spots, acne, hemorrhoids, belly fat, obesity, the 'three highs' (hypertension, hyperglycemia, hyperlipidemia), gastroenteritis, gastric ulcers, and intestinal diseases. Gut health issues have severely impacted our lives, making it urgent to protect our digestive system. 2. What Does Drinking Boiled Water Mean for Gut Health? The National Health Commission's 'Nutritional Dietary Guidance During the Epidemic' recommends that adults drink 7-8 cups of plain water or tea daily. Adequate water intake not only accelerates blood circulation but also helps the gut expel harmful bacteria, enhancing overall health. The gut is one of the most fragile organs. When young, people often think they can withstand abuse, but once the gut is damaged, it is extremely difficult to recover. The best way to heal the gut is with gentle water, which is why many people start drinking boiled water when health issues arise. Drinking boiled water is a common phrase, such as 'drink more boiled water when you have a cold', 'drink more boiled water when you have a stomachache', 'drink more boiled water when it's cold', and 'drink more boiled water when it's hot'. It is even jokingly said to cure all ills. In fact, these sayings are rooted in ancient Chinese medical texts, and Chinese people are indeed suited to drinking more boiled water. In the Ming Dynasty, the great pharmacologist Li Shizhen recorded 'Taihe Tang' (Grand Harmony Decoction) in the Compendium of Materia Medica, stating it can 'assist yang qi, promote meridian flow, and induce sweating', with a neutral nature and no toxicity, making it a good medicine. Taihe Tang is essentially plain boiled water. However, the boiled water referred to as Taihe Tang is not exactly the same as what we boil at home. When we boil water at home, we usually turn off the heat as soon as it boils, which may not completely kill microorganisms. Taihe Tang, on the other hand, is fully boiled water, requiring 'a hundred boils before stopping'. Master Kong's 'Drink Boiled Water' can be considered a modern-day 'Taihe Tang', being gentle, safe, and sweet, nourishing the organs, assisting yang qi, and promoting meridian flow. 3. Master Kong's Significant Investment in Educating the 'Boiled Water Market' The concept of 'boiled water' was not first proposed by Master Kong, but it is often the industry leader that can expand and strengthen a category. For example, ambient yogurt was first made by Guangming Mosilian, but when Yili and Mengniu entered with Ambrosial and Pure Zhen, they created two 10-billion-yuan products, bringing the category to millions of households. Master Kong is well aware of its responsibility and the role of a major enterprise. Although 'boiled water' products have been on the market for a few years, the market potential has not yet been unleashed. Master Kong's entry now is due to its firm confidence in its product and the management's high regard for its market potential. It is determined to break open the mass consumer perception of the 'boiled water' sub-category in the drinking water market and cultivate a 10-billion-yuan product. -02- Positioning Advantages of 'Drink Boiled Water' 1. Target Audience Who is suitable for drinking boiled water? The answer is definitely everyone. However, the initial user group that Master Kong's 'Drink Boiled Water' attracts will be those highly sensitive to health needs, such as the elderly, children, and office workers with sub-health conditions. At the same price, they will prefer 'Drink Boiled Water'. Currently, Master Kong's 'Drink Boiled Water' comes in three packaging sizes to meet the needs of different scenarios. First, the medium 550ml size is suitable for any scenario. A bottle in the morning helps clear the intestines, relieve constipation, and bring a refreshing start to the day. Priced at 2 yuan per bottle, it is very competitive for those seeking higher drinking water health. Additionally, new packaging sizes have been added for specific scenarios, such as a 380ml small package designed for children, making it easy for kids to hold and fostering independent drinking habits. Furthermore, a 900ml large package is available, suitable for the office, covering the 8-hour workday's water intake, which is very convenient for office workers. Overall, the multi-size packaging of 'Drink Boiled Water' precisely matches scenarios, and with extreme cost-effectiveness, it has a clear advantage over the mainstream 2-yuan water on the market. 2. Technical Barriers Master Kong's 'Drink Boiled Water' uses exclusive 135-degree ultra-high-temperature sterilization and aseptic filling technology, elevating water quality with hardcore technology, bringing boiled water to a higher level of gentleness and safety, giving consumers more peace of mind. As is well known, drinking water safety is the most important factor for consumers. How does Master Kong ensure safety? Master Kong's boiled water uses nano-filtration and natural coconut shell activated carbon technology to effectively filter heavy metals and microorganisms and remove odors; it undergoes 135-degree ultra-high-temperature sterilization, rapid cooling to 30 degrees online, and fully enclosed aseptic filling, with 36 processing steps and hundreds of quality checks, establishing multiple safety barriers. Boiled water differs from raw water; it uses more advanced production technology for sterilization and filling, making it inherently safer and healthier. 3. Deep Distribution Master Kong has always been a leading brand in the water beverage market. With its strong deep distribution capabilities, it can quickly distribute products to terminal stores nationwide. For drinking water, consumers care more about 'what you see is what you get'; when hungry, you eat, when thirsty, you drink. This non-planned consumption characteristic means that packaged drinking water sales are mostly completed at street-side stores. People won't travel far to a supermarket or order online just for a bottle of water, which is a strong test of a company's deep distribution capabilities. Master Kong's years of accumulation give it advantages in product strength, brand strength, and channel strength, enabling rapid industry reshuffling and empowering the boiled water market. -03- Leveraging the 'Power of Gentleness' to Tap the 10-Billion-Yuan Boiled Water Market Drinking water is also a science. Every morning, drinking a cup of warm boiled water can 'clean' wherever it goes, reducing the burden on the stomach, intestines, liver, and kidneys. It not only relieves constipation and reduces the incidence of cerebral thrombosis and myocardial infarction but also helps you absorb breakfast effectively. Warm boiled water is clean and gentle, acting as a benign protective agent that does not irritate the mouth, throat, or stomach. The 'power of gentleness' of 'Drink Boiled Water' is the core appeal of this product. With gentleness, it cares for the gut; with gentleness, Master Kong aims to tap the 10-billion-yuan boiled water market. Today, more people are paying attention to drinking water, but few truly know how to drink it. For example, the first glass of water in the morning should not be juice, cola, soda, or coffee, as these do not provide the water the body needs most and force the stomach and intestines to digest and absorb while the body is dehydrated, which is detrimental to health. Also, avoid drinking boiled water that has been stored for too long, as it can breed bacteria and its composition changes, making it unsuitable for drinking. In the context of improving living conditions, 'convenience' is another highlight of Master Kong's 'Drink Boiled Water'. It is easy to purchase, saves time boiling and cooling, and is portable, meeting the needs of modern people to drink boiled water anytime, anywhere, whether at home or out. According to the latest Euromonitor data, in 2019, China's bottled water retail sales reached 163.1 billion yuan, with a compound annual growth rate of 5%, and are expected to reach 207.5 billion yuan by 2024. In the mature bottled water market, besides the high proportion of mineral water and relatively developed premium water market, another characteristic is the abundance of segmented products, with differentiation and functionality becoming increasingly prominent. The boiled water market is relatively segmented and new, but undeniably, its product characteristics have vast development space. With the entry and deep cultivation of industry giants, substantial market education, and marketing investment, it holds great potential and is promising, with the possibility of creating the next 10-billion-yuan product in this field. Tips: If your tip is adopted, you will receive 400-2000 yuan.