class=”text-remarks” label=”Remarks”>(mostly refers to natural mineral water) comes from natural unpolluted water sources. Because of its rich minerals, it can not only supplement the body with beneficial trace elements , And compared to pure water that is light and tasteless, it has a slightly sweet or clear taste experience. Mineral water from different origins has its own advantages in composition and taste.
As for the sparkling water, it contains bubbles on the basis of natural mineral water, and the taste is crisp and stimulating. Among them, natural gas bubble water is more rare due to the natural formation of bubbles, and the production area is limited.
The difference in water quality has derived a series of indicators for judging water quality, such as TDS, pH, softness and hardness. There is indeed a lot of knowledge in a glass of water. People who really understand water can really taste a glass of water with the strength of Lafite in 1982.
But today’s “drinking water contempt chain” has long since jumped out of the difference in dehydration quality and has risen to the manifestation of identity and personality. For example: Workplace elites drink Saint Pellegrino; Paris water is a representative of trendy intellectuals; VOSS is the standard for ins internet celebrities and urban beauties; Fijian water is the most popular with star politicians, and Sicong uses it for cooking…< /p>
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In many American dramas, the elite of the workplace must have Saint Pellet for meetings; Obama held a bottle of Fijian water during the election campaign
The high-end water circle also has the phenomenon that fans of different brands diss with each other. For example, in the bubble water circle, people who drink Saint Pellegrino and those who drink Paris water don’t look at each other. The two families disliked each other and were even made into emoticons.
Why are there so many “dramas” in the high-end water circle?
Every family has beautiful bottles and rare water sources. How does high-end water make a sense of difference?
In the final analysis, drinking water is only needed for the basic functions of the human body, and drinking water can meet the needs as long as it is sanitary and safe. Using a bottle of water to show personality and identity, although in essence it has some meaning of “IQ tax”, but consumers often eat this set.
Marketing DirectionComing is a necessary survival skill for water enterprises. Nongfu Spring is able to have today’s results, and the two slogans “a bit sweet” and “nature’s porter” are half the credit. The reputation of Baisui Mountain can be attributed to a series of “aristocrats in the water” TV commercials. However, the small red bottle of Nongfu Spring is positioned for the general public, and Baisui Mountain is at most mid-end. A bottle of water is required to enter the “high-end” grade. Catchy slogans alone are not enough.
A simple inventory of the high-end water on the market will reveal that most of them like to use glass bottles as packaging. The water source is also a remote town with a beautiful scenery, or a sanctuary with a healing and life-prolonging aura. In this market, everyone has good-looking bottles and high-quality water sources. How do those who are already in it differentiate? In what way did the latecomers “enter the battlefield”?
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Seizing high-end channels is a good way to build a brand moat. Entering the catering channel and becoming a table water is the success of high-end water brands such as Saint Pérol and Puna.
When it comes to making water, Saint Pellegrino took the lead in jumping out of the category of “drinking to quench your thirst”, holding hands with high-end catering, serving steaks and desserts, both in terms of value and style.
In high-end western restaurants, diners who don’t want to drink, ask the waiter for a glass of sparkling water. The clear and plump bubbles can amplify the deliciousness of food, which is comparable to the effect of red wine.
St. Pellegrino is strongly bound to the dining scene. Most of the pictures posted on the official social platforms are table pictures. Saint Pellegrino also sponsors the “World’s 50 Best Restaurants”, a gourmet award known as the “Oscar in the catering industry”. (the World’s 50 Best Restaurants) , And held the “St. Perry’s World Young Chef Competition”.
Puna mineral water without bubbles is the main match with light dishes, and it competes differently with the Saint Pérou which is matched with meat and dessert.
Picture source: San Pedro ins homepage, San Pedro official website
In addition to seizing high-end channels, successful high-end water brands are also good at dealing with consumers.
Paris Water, which was born in the late 19th century, has kept pace with the most avant-garde young people and the latest art from the beginning. As early as the beginning of the last century, Paris water merged with the bar culture loved by young people and became one of the main recipes for many popular cocktails. Paris Water also collaborates with the release of the “World’s 50 Best Bars” (the World’s 50 Best Bars) all year round.
In 1936, Paris Water teamed up with Spanish surrealist painter Salvador Dali to launch the first commercial in brand history. In 1983, pop art master Andy Warhol also created a series of pop art bottles for Perrier.
In the subsequent marketing, Paris Water has also continued this yuppie, trendy, and wild tone, forming a distinctive brand culture, which has been favored by young people for a century.
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Left: Salvador Dali’s advertisement for Paris Water; Right: Andy Warhol’s pop-style packaging for Paris Water
Compared with Puna, which has something to do with the Renaissance era, and Paris Water, which has some connections with Napoleon, VOSS, which was born in 1998, is a latecomer in this circle. Its out of the circle depends on “playing” with water bottles.
The bottle design of VOSS was done by Neil Craft, the former chief creative director of CK. The straight transparent glass bottle body + silver bottle cap + white simple LOGO is the original appearance of VOSS water. Since then, VOSS began to make a fuss about this bottle. Or bliThe rhinestones of ngbling, or painted elegant colors representing the four seasons, are then spread through social platforms such as ins.
The super-high appearance makes VOSS water have social attributes, and some netizens spontaneously spread the DIY decoration of the bottle, promoting VOSS to become a veritable Internet celebrity water.
Image source: VOSS ins homepage
The “DETOX WATER glass bottle detox water” favored by Hollywood stars has given VOSS more opportunities to appear on the scene. Cut fruits of various colors and soak them in mineral water in a transparent glass bottle. Take them with you. The high-value VOSS has become the first choice for many urban beauties to make DETOX WATER.
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Many consumers buy VOSS water for DETOX water. Source: VOSS Tmall flagship store
Through high-end catering to gain the recognition of upper-class people, or capture the favor of KOLs in various fields with personality and appearance, over time, naturally someone spontaneously becomes a platform for a bottle of water. Hollywood director Woody Allen, who was conquered by the waters of Paris, once said in public: “How can we intellectuals live without Perrier?”
Why are the foreign brands at the top of the drinking water chain contempt?
Currently, most foreign brands are active at the top of the drinking water contempt chain. And China’s water companies have been deploying high-end water businesses for some time.
In 2005, Tibet Glacier Mineral Water Co., Ltd. was established to “provide the worldFor the purpose of “providing the best quality water”, the company launched 5100 Tibet Glacier Mineral Water. In 2010, Jiaduobao Group launched Kunlun Mountain Snow Mountain Mineral Water, claiming to create its own high-end water. In 2013, Evergrande launched Evergrande Ice Quan has officially entered the high-end mineral water market. These three high-end water brands have had a bumpy journey on the high-end road.
Why does China’s high-end water enter the arena in a high-profile manner but can’t make a sound?
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From left to right are Tibet 5100 Glacier Mineral Water, Kunlun Mountain Snow Mountain Mineral Water, Evergrande Ice Spring
From the point of view of the water source, whether it is the 5,100-meter-high Tibetan primitive glacier, the Kunlun Snow Mountain or the Changbai Mountain, they are all rare high-quality water sources. But looking at the packaging, these three lost first. The emphasis on the source of water in the brand name or packaging is the common feature of these three high-end water companies. As soon as Kunlun Mountain mineral water was launched, netizens complained about the name, and the packaging was too old-fashioned, but it was positioned as high-end packaging but not high-end. In terms of marketing, all of the three companies regard water quality as their main selling point, instead of telling stories and labeling consumers.
In terms of channels, according to a report in Time Weekly in 2014, Kunlun Mountain once launched the market with the help of Jiaduobao’s strong distribution channels. However, selling water like herbal tea and promoting sales in supermarkets is obviously “losing status” for high-end water.
Tibet 5100 mainly used the cooperation with China Railway Express to transport water out of Tibet through the Qinghai-Tibet Railway. According to the Beijing Morning Post, Tibet 5100 supplies approximately 150 million bottles of water to China Railway Express every year. In the highest peak year, nearly 90% of Tibet 5100’s water was sold to China Railway Express. However, in 2015, the China Railway Corporation ceased its cooperation with Tibet 5100 and announced that the trains “no longer give away free mineral water”. Without China Railway, Tibet 5100 is tantamount to losing a big tree to enjoy the shade.
The promotion rhythm is too impatient and the positioning is lost, which is also a thunder that China’s high-end water has stepped on. When Evergrande Bingquan first went public in 2013, Xu Jiayin made a high-profile military order of “Success, no failure”, and proposed a sales target of 10 billion yuan in the first year, 20 billion yuan in the second year, and 30 billion yuan in the third year. . forIn order to rapidly increase sales and expand the market, Evergrande Bingquan spent 1.3 billion in advertising expenses in 20 days and laid out sales terminals on a large scale. However, its 2014 financial report showed that Evergrande Bingquan’s sales were only 1.09 billion yuan, and its loss was 2.37 billion yuan. In 2015, Evergrande Bingquan announced a full range of price cuts, with a reduction of up to 50%, completely degrading to a popular brand.
Because of the loss of sales due to the termination of the cooperation with China Railway Express, Tibet 5100 began to find a way out by launching a lower-priced bottled water brand “Gesangquan” and deploying bottled water to enter the household market. This means that the brand is inclined to the low-end market.
The reason why high-end products are high-end is precisely because they belong to only some people, and most of the rest can only look up. To make high-end products, even fast-moving consumer products cannot be fast. Instead, start with high-end crowds and high-end consumer places, and gradually build up high-end awareness. Loud shouts and discounts and promotions can only create confusion for consumers, and neither high-end consumers nor the general public will buy it.
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In 2015, Evergrande Bingquan’s entire line of products dropped significantly
Currently, the domestic high-end water brand that is highly recognized by consumers is Moyaquan in glass bottles from Nongfu Spring. This water is the first to work hard on the packaging. The bottle design adopts the British design company Horse’s plan. It is of high quality and has also won the Pentawards Award, which is known as the “Oscar in the packaging industry.” Every Spring Festival, this water will launch a beautifully designed limited edition zodiac bottle, and adopt the model of only giving away but not selling, which is even more scarce. The price of 48 yuan a bottle is also beyond the reach of ordinary consumers.
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Nongfu Spring ZodiacBut it is not easy to get a share in this market.