How do you evaluate Nongfu Spring s marketing strategy over the years?

For consumers, there may be a big difference in the taste of the beverage, but the difference in drinking water is not obvious. Therefore, the strategy adopted by Nongfu Spring is to work packaging. It is said that Nongfu Spring's glass bottles have been very popular in the market since they came out.

Because, it's so beautiful! In the following four years, Nongfu Spring upgraded the glass bottle to the "Zodiac Bottle", and adopted the marketing strategy of "only give away, not sell", which earned enough reputation and attention.

Nongfu Spring proposed the marketing concept of natural water. In terms of publicity, Nongfu Spring proposed for the first time that "we do not produce water, we are just the porters of nature". Since then, the positioning of Nongfu Spring in the hearts of consumers has gradually shifted to "natural water".

Even now, whenever Nongfu Spring is mentioned, consumers will associate it with the label symbol of "building factories in water sources and producing in water sources", which is enough to build a sufficient differentiation from other drinking water brands.

Nongfu Spring has successively launched micro-film advertisements such as "The Last Kilometer", "One Man's Island", "One Hundred and Twenty Miles", and "One Day of Vacation". However, what people didn't expect was that although users could choose to skip ads, according to the brand's feedback, less than 30% of users actually chose to skip ads. In other words, good advertising itself and good marketing creativity can actually help brand communication.

Moreover, the content of ordinary character stories can make the brand more vibrant. Brand cross-border marketing, Nongfu Spring is a bit sassy.

It can be said that Nongfu Spring has brought "packaging is the product, and the product is marketing" to the fullest. Injecting stories into the brand and empowering the brand with new connotations In my impression, Nongfu Spring was the first to launch the idea of "skipping ads after five seconds" in ****, and it was a great success. On the surface, the user's choice to skip the ad is definitely a loss for the brand.

However, Nongfu Spring has its own plans.

Nongfu Spring has always hoped to present a more authentic Nongfu Spring to the outside world. To this end, Nongfu Spring not only has its own production workshop, but also allows consumers to intuitively feel the whole process of a bottle of water from water intake to finished product. And also make a fuss about ordinary employees.

Based on the real stories of employees in different regions and different positions, Nongfu Spring shot a micro-film with a length of two or three minutes. In this way, it can not only let the outside world know more about the Nongfu Spring brand, but also shorten the distance with consumers through real stories.

This industry, jokingly called "the advertising company delayed by selling water", has what unknown marketing secrets are there. Advertising slogans, building a differentiated brand positioning Today's consumers are familiar with "Nongfu Spring is a little sweet" and "we don't produce water, we are just nature's porters".

In terms of cross-border cooperation with brands, Nongfu Spring is well versed in the marketing philosophy of "1+1>2". In 2017, Nongfu Spring and NetEase Cloud** launched the marketing of "a bottle of crying mineral water", giving Nongfu Spring the soul with the pure beauty of NetEase Cloud and the black technology of AR.

In 1997, before the official advertising slogan was launched, Nongfu Spring formulated several advertising slogans through research, such as "Living water from the source of Qiandao Lake", "Good water for good health", "Water for my children to drink" and so on. However, judging from the feedback from the market, consumers have the highest recognition of "Nongfu Spring is a little sweet". Subsequently, Nongfu Spring used this advertising slogan to place a large number of TV advertisements on CCTV, which established its position in the pure water market in one fell swoop.

Some people may ask, what is the good thing about "Nongfu Spring is a little sweet"? First of all, it's catchy and easy to remember; Secondly, in addition to representing the brand name itself, "a little sweet" maximizes the differentiated characteristics of the product.

Nongfu Spring's "Changbai Mountain Spring, Summer and Autumn" is on fire. Whether it's a cascading waterfall, a gurgling water, or a lush vegetation and frolicking Siberian tigers, it can be said to be beautiful. This is the beauty that nature has bestowed!

In fact, this advertisement contains the marketing concept of Nongfu Spring, that is, "what kind of water source nurtures what kind of life". Through this advertisement, we can't help but think, how does Nongfu Spring occupy the minds of consumers for a long time?

Nongfu Spring, which overturned its marketing in the first half of this year, recently announced its financial statements for the first half of 2021, which showed that Nongfu Spring's revenue in the first half of 2021 was 4 billion yuan, and Nongfu Spring was able to succeed mainly because of the following three points:1. Nongfu Spring has done a good job in marketing; 2. Nongfu Spring's profit margin is very high; 3. Nongfu Spring has many products

1. Nongfu Spring marketing is done well First of all, we all know that among the domestic sports brands, the big brother is undoubtedly Li Ning, and Li Ning can get rid of Hongxing Erke, Anta and other brands a few streets, because Li Ning invests a lot of money in marketing every year, and Nongfu Spring's route is actually the same as Li Ning, Nongfu Spring's advertising is always updated, the packaging will be changed soon, and it will appear in variety shows every three or five times, so the popularity and brand effect of Nongfu Spring are very good. Consumers will also have a higher purchase rate.

2. Nongfu Spring's profit margin is very high Secondly, according to the financial statements of Uni-President and Master Kong, the profit margin of these two tea drinks is only about 30%, but Nongfu Spring's profit margin is as high as 60%, of which the insider is probably only known to Nongfu Spring, but this also shows that the raw materials of Nongfu Spring's drinks are probably not as high as everyone thinks, but no matter what, Nongfu Spring did make a lot of money by controlling costs.

3. Nongfu Spring has many productsFinally, Nongfu Spring knows how to innovate, which is also one of the secrets of Nongfu Spring. Nongfu Spring's strategy is to cast nets everywhere and focus on fishing, so we will find that Nongfu Spring has a lot of products, and often withdraw from new products according to current events, such as the "0 calorie, 0 fat" products launched in recent years, these are all products produced in accordance with the trend of the times, so Nongfu Spring can always create the products that consumers want in time, so it is expected that Nongfu Spring can make so much money.

Nongfu Spring can make so much money because of its low cost, high profit, fame and quality, many people choose to drink.

Because Nongfu Spring's reputation is very good, and Nongfu Spring's advertising is very good, so it will make so much money.

The main reason is that Nongfu Spring occupies a relatively large proportion of the market, and their water quality is really good, which has won the love of customers.

First, the brand has its own distinctive personality characteristics and distinctive differences. The advertising slogan "Nongfu Spring is a little sweet" left a deep impression on people, Nongfu Spring is unconventional, and it has a unique way, and clearly explains the characteristics of the product through the three words "a little sweet", which leaves a deep memory.

Second, the brand launched strives to be simple, as long as it is a little bit and easy to remember. Nongfu Spring has shown extraordinary wisdom in this regard, using only the three words "a little sweet". These three words seem simple, but they are full of emotion, and reflect the characteristics of the product, which undoubtedly has the effect of strong memory, so that consumers will naturally think of Nongfu Spring when they mention "a little sweet".

Third, it conforms to the characteristics of the product and highlights the excellent quality of the product. "Nongfu Spring is a little sweet" behaves impecbly at this point.

Fourth, establish the depth of the surface, and set off this point from an all-round cooperation. In the advertising promotion, the planner of Nongfu Spring matched the advertising slogan in the choice of background, first a very beautiful and simple scenery picture of Qiandao Lake, green mountains and green water, and then focused on the pure lake water, and then a peasant child happily drank Nongfu Spring and showed a sweet smile, the choice of the whole picture highlights the theme well.