“New Tea Drink” has become one of the hottest entrepreneurial trends in the past two years. However, there are more and more brands of online black tea drinks, Milk tea is more and more like.
Whether it is hi tea, Nai Xue tea, or Lujiao Lane, it is also a combination of raw materials such as cheese, brown sugar, pearls and strawberries, lemon, grapefruit and so on. The coffee brands such as Ruixing and Starbucks are also unable to hold back, and they have launched a series of teas that are similar to each other.
However, to be creative, these “new teas” are not even as good as the bottle of clear bottled water. Not long ago, Nongfu Springs launched a “Lithium Water that claims to help the elderly in the prevention of Alzheimer’s disease. “.”
Drinking water to prevent dementia in the elderly is a greater idea than drinking Coke to lose weight.
▲Image from: Nongfu Springs
In addition to “old water”, “baby water”, “children’s water”, “student water” and other bottled taxes for different groups, as well as a series of high-end waters with different functions, a simple bottle of water Made hundreds of categories.
Drinking water can also prevent dementia in the elderly. What kind of water is this bottle?
First look at the “Lithium Water” launched by Nongfu Spring. The so-called “Lithium Water” is actually a kind of mineral water containing a certain amount of lithium, 4 yuan a bottle, the target users are middle-aged and elderly. In the propaganda of Nongfu Spring, lithium can not only regulate people’s emotions, but even help Alzheimer’s disease, also known as Alzheimer’s disease.
In the report on this “Lithium Water”, most of them mentioned the A study, the study found that the incidence of dementia in areas with higher levels of lithium in water was lower by comparing the lithium content in tap water in different parts of Denmark with the incidence of local dementia.
How does this mean that drinking more lithium in the water helps prevent dementia? There is an important common sense in statistics, relevance cannot be equated with causality, the University of Copenhagen research found lithium There is a certain correlation between dementia and the elderly, but it is not enough to prove that there is a causal relationship between the two.
In fact, most of the reports on “Lithium Water” only show a small part of the research results. This study did find that the incidence of dementia was lower when the lithium content in the water was higher, but the lithium content in the tap water was medium. The region has a higher incidence of dementia than the lowest lithium content.
▲ Zealand, Denmark. Image from: World Atlas< /p>
The researchers also pointed out that how much lithium is added to tap water helps prevent dementia and remains to be further studied. It also indicates that it is uncertain whether lithium is a decisive factor in this, because this study cannot exclude other factors related to the city of residence.
It is indeed a topic that many scientists are studying whether lithium is helpful in the treatment and prevention of Alzheimer’s disease. In 2013, there were also researchers found to help people with dementia reuse small doses of lithium every day. Prevent cognitive decline.
At the end of last year, Yili announced that it will spend 744 million yuan to build a natural mineral water industrial park in Changbai Mountain, Jilin Province, which is expected to be completed and put into production in 2021.
According to Ou Rui International’s data, China’s 2018 bottled water market size exceeds 180 billion yuan This number is in the limelight New Chinese tea market is twice as large, and the per capita consumption of bottled water in China is still far lower than other countries in the world. It is no wonder that so many drinkers are eyeing this market. .
The bottled water market is becoming more and more segmented, and high-end water pseudo-demand?
“High-end water” is in the ascendant in the Chinese market, but this market is far from mature. To give you the simplest example, what is “high-end water”? There is no uniform standard in the industry and consumers. The only consensus is “expensive”.
Allegedly recognized in the industry is that bottled drinking water with a price of more than 5 yuan is high-end water, but there are several price ranges for bottled water of more than 5 yuan. The price of high-end water for some glass bottles can go above 20 yuan. .
Higher pricing, in addition to getting higher profits, and more importantly, avoiding direct competition with regular bottled water. Although the bottled water market is huge, it is still based on cheap bottled water, while the top six manufacturers in the bottled water market in China already account for 80%.
So how to find their own position and compete for the market through differentiated competition has become the key to these “high-end water” brands. After all, traditional mineral water has almost no difference in taste. To increase user stickiness, you need to More effort is spent on branding and marketing.
For example, Nestlé, a high-end water brand owned by Nestlé, has positioned itself as a table wine, mainly for all kinds of high-end restaurants, and will publish the list of 50 best restaurants in the world every year like Michelin.
As for the most typical negative textbook, Evergrande Ice Spring, although Evergrande invested 5.5 billion, please come to the end of the “Bai Xing You” bursting red Ji Zhixian and Jin Xiuxian endorsement, but ultimately lost 4.4 billion Discard this business.
