With the increase of economic income of consumers and the iteration of consumer groups, brands who want to get a firm foothold in today’s market need to find an economic growth point that fits in with their unique band features in the fierce competition. Nongfu Spring strives to seek the market take in a diversified way. Based on its fine operation, Nongfu Spring collaboratively interconnects marketing concept, packaging design, advertising communication, product extension and beyond, thus making itself a dark horse in the industry.

Products of Nongfu Spring are always centred on the "nature and health" marketing concept. Different from those who trumpet their slogans, Nongfu Spring demonstrates what "nature and health" means to consumers in a see-through way and delivers on whatever consumers want to learn about. In terms of water source display, Nongfu Spring creates the water source exploration activity, a major innovation of the brand, and establishes a "museum" in the water source to show its unique attributes to users. And it makes the scenery of the water sources to the screen so that more users are able to know better about the brand, which proves that a good advertisement can serve as a glib talker to convince more people. Different from the self-entertaining marketing concept of other brands, Nongfu Spring chooses to promote its products via documentaries, which can be seen in almost all its product promotions. These documentaries restore the "secret" of Nongfu Spring’s products objectively and help users gain a clear and three-dimensional understanding of its marketing concept of being natural and healthy.

Aside from Nongfu Spring drinking water, Nongfu Spring’s business also includes fruit juice drinks, functional drinks, tea drinks and beyond, as well as various sub-brands under each category. Those well-established brands like Nongfu Spring, Tea π and Farmer’s Orchard are all bit hitters on the shelves, which not only make great contributions to Nongfu Spring's revenue, but help to build up the whole product matrix. To precisely reach the young market, Nongfu Spring works out a market layout for product extension and category breakthrough. Tan Bing Drip Coffee represents an official entry for the brand into the coffee market and a part of its commercial distribution. TOT Sparkling Flavored Drink, a premium and healthy sparkling drink made with genuine materials, breaks users’ perception that sparkling drink is cheap and unhealthy and achieves a breakthrough in category for Nongfu Spring. As a representative of natural and healthy brand, Nongfu Spring launches a plant protein yogurt product using non transgenic soybean plant protein as the main raw material for fermentation, which is different from traditional yogurt, thus making "health" a symbol of this yogurt product.

As for the selection of raw materials, Nongfu Spring spends a lot of manpower, material and financial resources to establish its own planting bases of navel orange, apple, apricot, rice, tea, etc, which enables Nongfu Spring to sell fruits and grains of its own, and at the same time provides raw materials for its products. Consumers can trace to its source and see the good quality of its products.

As its products continue to grow, Nongfu Spring is working hard on the all-category market layout to diversify its offerings and meet the demands of different user groups. With its unique marketing strategies, Nongfu Spring has gained strong market competitiveness and established itself as a beverage giant.