The brand development history of Nongfu Spring can be roughly divided into three stages:

The first stage: 1997-2

In May 1997, Nongfu Spring came out, focusing on Shanghai and Hangzhou markets. Taking a little sweetness as a selling point, with its practical experience in the health care products market and the support of a large amount of funds, Nongfu Spring entered the water market in China and rose rapidly through large-scale and high-density advertising bombing, laying a high-grade and high-quality image of Nongfu Spring in the water market. By the end of July, Nongfu Spring had ranked first in the sales list of packaged drinking water items in large supermarkets in Shanghai.

since April, 1998, Nongfu Spring has rapidly moved from three provinces in East China to the whole country. 55 ml sportswear was promoted all over the country. With the spread of hot media in the country, Nongfu Spring's slightly sweet advertising language quickly spread all over the country. In a short period of time, the brand awareness of Nongfu Spring has reached the level of almost childlike innocence, and the red storm of Nongfu Spring has also begun to sweep across the country. At that time, the market share of Nongfu Spring rose rapidly to the third place in China, basically forming a tripartite confrontation with Wahaha and Robust.

Since 1999, Nongfu Spring has spread the concept and brand image of being kind to life, paying attention to health and attaching importance to sports, becoming the only designated water user for China table tennis team and the main sponsor of China table tennis national team for five consecutive years. In the same year, Nongfu Spring fully supported the China Olympic delegation to the Sydney Olympic Games, and was selected by the Chinese Olympic Committee as the special water for the training and competition of the China sports delegation in the Sydney 2 Olympic Games and the Athens 24 Olympic Games with its excellent quality of nature, health and safety.

Stage II: 2-27

On April 24th, 2, Nongfu Spring published an experimental report that drinking purified water for a long time was harmful to health, and announced that it would completely stop production of purified water, which triggered a long-running battle of words between natural water and purified water in the media. Although this move attracted the hostility of peers, it established the professional brand image of Nongfu Spring advocating health and opened the distance with competitors. In the same year, Nongfu Spring was selected as one of the top ten cross-century planning classics in China. At that time, the market share of Nongfu Spring was 19. 63%, and it continued to rank first.

from January 1 to July 3, 21, Nongfu Spring supported Beijing's bid for the 28 Olympic Games, with every penny as a wish and every penny as a strength, and supported Beijing's bid for the Olympic Games on behalf of consumers. Subsequently, the brand reputation improved rapidly and became a long-term partner and honorary sponsor of the Chinese Olympic Committee in p>21 and 24.

In p>22, the first batch of Nongfu Spring natural water was awarded the product quality exemption certificate by the General Administration of Quality Supervision, Inspection and Quarantine. AC Nielsen, the world's largest market research institution, released a report on China's urban consumer market, and announced the six most popular brands of domestic consumer goods. Nongfu Spring is the only local brand that ranks among the most popular. In the same year, Nongfu Spring 28 Sunshine Project was officially launched, which paid attention to the construction of sports facilities in primary and secondary schools from the social level and raised the brand beauty and loyalty to a record high.

In September p>23, Nongfu Spring natural water was rated as a famous brand product in China by the General Administration of Quality Supervision, Inspection and Quarantine. In October, Nongfu Spring sponsored 1 million yuan to support China's space industry. Before the successful launch of Shenzhou-5, it was awarded the title of China Astronaut Special Water/China Manned Space Project Sponsor by China Space Foundation, becoming the only drinking water brand that cooperated with China Space Foundation for manned space flight in China, closely grafting the brand connotation with space technology.

in p>24, Nongfu Spring was the first to obtain the national food quality and safety market access certification and product quality and safety (QS) mark; It has been reported and affirmed by CCTV, news broadcast and weekly quality report; Launch joint promotion with TC refrigerator in peak season, and set off a new climax of joint marketing in different industries. In the same year, it was selected as one of the top ten enterprises that influenced the marketing process in China. In addition, we will carry out the third "One Money Action" to join the Athens Olympic Games to support sports in China.

in p>25, a prize of 5, yuan was awarded to solicit advertising ideas, which once again attracted the attention of the industry.

in p>26, the fourth session of "Thinking about the Source of Drinking Water with a penny" helped poor children in water sources; The reputation brand of Reader's Digest selected by AC Nielsen Media Research Institute in 26 is on the list of Nongfu Spring brands. In the same year, the total output, sales revenue, profits and taxes of Nongfu Spring ranked first among the top ten enterprises in the beverage industry.

the third stage; From 27 to now

in April 27, Nongfu Spring's water testing marketing strategy changed consumers' drinking concept to a certain extent, and directly increased sales. The industry pointed out that Nongfu Spring's water test was directed at unnatural drinking water brands such as Master Kong's mineral water. This shows that Nongfu Spring's ambition to dominate the water market is obvious. In the same year, China Business Federation and China National Business Information Center awarded Nongfu Spring honorary certificate, and Nongfu Spring brand bottled drinking water ranked first in the market sales of similar products for five consecutive years (22- 26 )

. In the 27 Baidu Billboard Beverage Industry Report, Nongfushan, the drinking water brand that attracted the most attention of netizens, ranked first.