In the final analysis, drinking water is only necessary for the basic functions of the human body, and drinking water can meet the demand as long as it is hygienic and safe.

Using a bottle of water to show personality and identity, although in essence it has some IQ tax implications, but what can consumers do to eat this set?

Every giant is a master of playing marketing, and Nongfu Spring can have today's results, a little sweet, nature's porter two advertising slogans account for half of the credit.

The fame of Baisui Mountain is due to a series of TV commercials for "water nobles".

However, Nongfu Spring of Little Red Bottle is positioned by the public, and Baisui Mountain is at most mid-range, and a bottle of water is to enter the high-end grade, and it is obviously not enough to rely on catchy advertising slogans.

Most of them like to use glass bottles as packaging, and the water source is also a remote town with beautiful scenery, or a sanctuary with a halo of healing and prolonging life.

Because grabbing high-end channels is a good way to build a brand moat.

Breaking into the catering channel to become a food and beverage water is the success of high-end water brands such as San Pellegrino and Puna.

For example, San Pellegrino took the lead in jumping out of the category of "drinking water to quench thirst", holding hands with high-end catering, with steak and dessert, and both price and style entered the upper class.

In high-end Western restaurants, diners who don't want to drink can be considered connoisseurs at asking for a glass of sparkling water from a waiter. The crisp, plump bubbles amplify the flavor of the food, just as effective as red wine.

San Pellegrino is strongly bound to the catering scene, and most of the pictures on its official social platform are table pictures. San Pellegrino also sponsors the "50 Best Restaurants in the World", known as the "Oscars of the restaurant industry", and organizes the San Pellegrino Young Chef World Competition.

Puna's mineral water, which is not sparkling, is mainly paired with light dishes, and competes with San Pellegrino, which is served with meat and dessert.

Born in the late 19th century, Perrier has been at the forefront of avant-garde youth and the latest art from the very beginning. As early as the beginning of the last century, Perrier merged with the bar culture that young people loved, and became one of the main ingredients for many popular cocktails.

Even Pop Art master Andy Warhol created a series of pop art bottles for Perrier.

Since then, the marketing has continued this yuppie, trendy, and wild tone, forming a distinctive brand culture, which has been favored by young people for a hundred years.

VOSS is a latecomer in this circle, and its exit from the circle depends on the bottle.

The bottle design is made by NeilCraft, the former chief creative director of CK, with a straight transparent glass bottle + silver cap + white simple LOGO......

Since then, he has begun to make a big fuss about this bottle, or inlaid with blingbling rhinestones, or painted with elegant colors representing the four seasons, and then spread it through social platforms such as ins.

In particular, the "DETOXWATER glass bottle detoxification water", which is favored by Hollywood stars, cut all kinds of fruits and soak them in clear glass bottles of mineral water to carry around, is the first choice for urban beauties to be DETOXWATER.

The great director Woody Allen once pretended to say: Without Perrier, how can we intellectuals live?

Although foreign monks are good at chanting scriptures, they are not slaughtered at home, right?

05Glacier Mineral Water Co., Ltd. was established with the purpose of providing the best quality water to the world......

In 10 years, JDB launched Kunlun Mountain Snow Mountain Mineral Water, saying that it wanted to create its own high-end water ...... Qiankun Audiobook.com

In 13 years, Evergrande launched Ice Spring and officially entered the high-end mineral water market......

Whether it is the pristine glacier at an altitude of 5,100 meters, the Kunlun Snow Mountain or the Changbai Mountain, it is a rare high-quality water source.

But ten years on, the results are ......

Not to mention the taste, just looking at the packaging, the three will lose first!

As soon as Kunlun Mountain mineral water came out, netizens complained that the name and packaging were too old-fashioned, and the positioning was high-end but not high-end. In terms of marketing, the three companies all regard the water quality as the main selling point, rather than telling stories and labeling to consumers.

What's even lower is to spread out the market with the help of JDB's powerful circulation channels, yes, but sell water like herbal tea?

Promotions in supermarkets?

It's called high-end?

To put it bluntly, the promotion rhythm is too anxious, resulting in lost positioning!

When Evergrande Ice Spring was first listed, I heard that Xu Jiayin made a high-profile military order that only success is allowed, and no failure is allowed, and the 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 is proposed.

In order to quickly increase sales and spread out the market, 1.3 billion advertising expenses were spent in 20 days, and sales terminals were desperately laid out......

As a result, the sales in the second year were only 1.1 billion yuan, and the loss was 2.4 billion?

In the third year, it announced a price reduction of up to 50% across the board, completely reducing it to a mass brand.

The reason why a high-end product is high-end is precisely because it belongs to only a part of the people, and the rest of the majority can only look up.

To make high-end products, even if it is fast-moving consumer goods, we cannot seek speed, but start from high-end people and high-end consumption places, and gradually establish high-end cognition.

Loud shouting and discounting promotions can only cause confusion in the positioning of consumers, and neither high-end consumers nor the general public will buy it.

Nongfu Spring absorbed the history of blood and tears of its predecessors who died in the pit, and its products also conformed to the market fact that sparkling water occupies the top of the drinking water chain, launched two types of bubbles, no bubbles and bubbles, and began to try to enter the high-end catering channel.

The chef was also invited to taste the water and ask them to suggest a meal to accompany it. The product introduction page has also begun to introduce consumers to the best drinking taste and suitable drinking scenes.

Frequently appeared in high-end conferences, 16 G20 summits...... 17 years of the Belt and Road Forum for International Cooperation and 18 years of the BRICS Business Forum......

As an official designated water use, it has repeatedly appeared in news footage.

At present, there is nothing wrong with the way, but whether you can gain sales while winning the volume can only depend on time.

Should the water be given a different name?