Based on the health consumption concept, Nongfu Spring took the lead in putting forward the product concept of “natural water” in China. With "natural" being the core brand feature, Nongfu Spring endeavors to shape the brand image, accumulate brand values and unify the brand cognition. Since its establishment in 1996, Nongfu Spring has been dedicated to providing consumers with natural and healthy bottled water. In June 1997, Nongfu Spring natural water product taken from Thousand-island Lake debuted on the market; In 2000, Nongfu Spring announced that it would completely stop producing purified water and start to produce natural water.
This effort helped to build a natural and healthy corporate image and laid a solid foundation for further development. Since then, Nongfu Spring has made constant efforts to develop natural water segments, build factories and filling adjacent to water sources and emphasize the "natural" brand connotation in advertising and marketing promotion.
Thanks to its commitment to natural water, Nongfu Spring has laid out ten natural water sources in China, which becomes its key competitive advantage. From the outside, Nongfu Spring pursues the philosophy of “taking time to take the lead”. On the one hand, it promotes the work of every stage and every link step by step; on the other, it strives to make innovation, seek breakthroughs and establish brand advantages by differentiation. Nongfu Spring creates the natural water segment by making a breakthrough with the competition from leading giants in the purified water market and firmly occupies the market. In the tide of consumption upgrading of natural water, Nongfu Spring maintains its share on the market by upgrading products, packaging, brand appeal and image.
Investing in agriculture is another proof of Nongfu Spring’s “taking time” philosophy. In 2014, Nongfu Spring launched 17.5 °Navel Orange. This product has realized the standardization of non-standard products and became one of the most popular fresh orange brands in China once it debuted on the market. Before that, Nongfu Spring had been studying how to grow and manage orange trees for 8 years in Gannan. Over the years, Nongfu Spring has established planting bases in Yili of Xinjiang province, Ganzhou of Jiangxi province and other high-quality places of origin. So far, Nongfu Spring has launched oranges, apples, rice, pomegranates and other agricultural products. It keeps making in-depth development in agricultural modernization with aims to help to tap the potential premium of special agricultural products, expand the online and offline marketing channels and make a new world in agriculture.
Currently, the main product segments of Nongfu Spring cover packaged drinking water products, including drinking natural water and natural mineral water; tea beverage products, mainly including Tea π and Oriental Leaf; functional drink products, including Scream Energy Drink and Victory Vitamin Water; fruit juice products, including Water Soluble C100, Farmer’s Orchard and 100% NFC juice; other products, mainly including Tan Bing Coffee, Soda drink, plant-based yogurt product and agricultural products such as apple, orange, rice, etc. The product matrix as well as the number of consumer groups are growing with each passing day, which helps to win the first chance for further innovation and development.