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Lead the Upgrading and Updating with the New Product Matrix, —— the Exploration of Nongfu Spring, A Leading Chinese Beverage Enterprise


The beverage industry now enjoys a broad development prospect and a large number of young and middle-aged consumer groups. In order to meet the needs of consumers, major beverage brands are developing towards diversification and upgrading of categories, and gradually infiltrating into more different kinds of life scenarios. But at the same time, major brands are facing the challenge of product homogenization and multiple tests of product research and development, raw material supply and store experience. Based on this background, Nongfu Spring, a giant in China's beverage industry, has doubled its efforts in marketing and diversified development.

In recent years, Nongfu Spring is constantly innovating and diversifying its product offerings and has formed a diversified product matrix. In addition to drinking water, it has launched ready-to-drink tea, functional drinks, fruit juice drinks, plant-based protein drinks, coffee and other categories. Over the past 20 years, Nongfu Spring has been expanding its categories from drinking water to various kinds of consumer drinks. It has successively created a number of hugely popular drinks such as Nongfu Spring, Tea π, and Scream Energy Drink, and built up the beverage empire of Nongfu Spring. It can be said that Nongfu Spring’s position of advantage in the drinking water market is inseparable from its efforts in brand differentiation and diversification.

Nongfu Spring has a complete category of products and a strong product line. And the introduction speed and quality of new products are getting faster and better. From the drinking water of Nongfu Spring to various kinds of drinks, intervals between new products are very short. It is the attitude of not being arrogant and impetuous, and putting down its heart to create products that makes many drinks of Nongfu Spring hugely popular as soon as they came out. Many products of the well-established brand are phenomenal.

Nowadays, Nongfu Spring has grown into a leading enterprise in the beverage industry in China, which is much in relation to the fact that Nongfu Spring is dedicated to developing and innovating tea drinks and other emerging categories. Judging from the growth of these sub categories, there is still a lot of room for growth in the future. It means that Nongfu Spring will bring more surprises to consumers and the market in the years to come.

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