As the domestic bottled drinking water market is experiencing increasingly fierce competition, every year there are many new brands coming into the market, but few ones are capable of opening up the market and establishing their own brand images, while most of them are wiped off in the “beverage war”. When the market is going through a price war of low profit, Nongfu Spring finds a breakthrough point and works out a diversified product matrix, thus making a unique concept of its own.

According to public information, in 2003, Nongfu Spring launched the world's first fruit juice drink containing fruit grains--Farmer’s Orchard, which is also the first batch of mixed fruit and vegetable juice drink; Sports drink debuted in 2004; Water Soluble C100 was launched in 2008; In 2010, Victory Vitamin Water came into the market; In 2011, the sugar free tea beverage "Oriental Leaf" was unveiled; In 2016, the Fruit-flavoured tea drink Tea π made its debut; In 2019, Nongfu Spring made its first foray into the coffee market with the launch of Tan Bing coffee range. Up to now, Nongfu Spring has expanded its product offerings covering drinking water, tea drinks, functional drinks, fruit juice and coffee.

Right after that, Nongfu Spring gradually shifts the focus of its channels: it makes good use of retail vending machines and new Internet channels to free itself from the shackles of the old channels and reverses the adverse situation of being crushed in channel little by little. With the advent of the mobile Internet epoch, Nongfu Spring takes the initiative to launch advertisements and sponsor events in partnership with mainstream network platforms, and it bets on some phenomenal variety shows, such as The Rap of China and Idol Producer, which prove to be great success. Beyond the shift in channels, Nongfu Spring also changes its marketing tools. Different from its radical and bold marketing method 10 years ago, Nongfu Spring now expresses its core in an emotional way and gradually precipitates and internalizes its brand value, which we can see from the change in how Nongfu Spring tells its story to the outside world.

The Four Seasons of Changbai Mountain, one of the Nongfu Spring’s advertisements, records the beautiful scenery and animals in Changbai Mountain through the lens and demonstrates "high quality water sources nurture healthy life" to consumers. In 2017, Nongfu Spring made a crossover cooperation with Netease Cloud Music, printing the reviews from this music platform on the bottle body of Nongfu Spring and endowing its products with different emotions. The products with humanity feelings find an echo in the hearts of consumers and the emotional marketing elevates its brand reputation in consumer groups. The marketing strategy featuring brand rejuvenation represents another key factor that Nongfu Spring is able to beat its counterparts by miles.

Beyond that, Nongfu Spring is remarkably inventive in designing advertising language, such as "We do not produce water. We are just porters of nature" and "High quality water sources nurture healthy life", displaying the natural and pollution-free water quality and taste to consumers and highlighting its selling points of a bit sweet taste and natural water sources. At the same time, Nongfu Spring wins an increasing number of consumers through bottle marketing and crossover marketing, and makes natural and healthy water deeply rooted in people’s hearts.

In its development process, Nongfu Spring shows its strategic judgment, flexible media application, clever public relations planning, accurate grasp of its own core strength as well as mature brand strategy awareness. That’s why Nongfu Spring is capable of gaining increasingly popular support and building up its brand assets, and it is expected to boost the healthy, sustained and rapid development of the whole enterprise.