Bottled water Year of launch: 1995. Advertising slogan: From the beginning "I only have you in my eyes" (Jinggangshan version) to "Only you in my heart" (Mao Ning version) to "Loving you is equal to loving myself" (Wang Leehom version). Best-selling years: 1996 to present. Hot sales index: ★★★★★ Corporate profit contribution index: ★★★★★ Wahaha’s promotion of bottled water is entirely based on coincidence. At that time, its production of rice pudding and fruit milk required clean water, so a pure water treatment project was introduced. It can be said that Wahaha's first pure water production line is not for selling water, but for producing fruit milk and eight-treasure porridge. At that time, no one in China was making water drinks. In 1995, Wahaha tried to make water, mainly recommending it to urban white-collar workers. It simultaneously launched mineral water and purified water, with an ex-factory price of 1.7-1.8 yuan/bottle and a terminal price of 2.5-3 yuan. Sales were not good, and the company neither advertised nor promoted it in channels. In February and March 1996, Zong Qinghou boldly lowered the ex-factory price to 1.35 yuan/bottle. In this way, the retail price of each bottle of water is controlled within 2 yuan. Second, it placed advertisements on CCTV and became the first company in the bottled water industry to place advertisements on CCTV. Third, take an emotional route, get rid of the rational appeal for water in people's impression, and promote "I only have eyes for you." Because of its cheap price, fierce advertising, and wide distribution, Wahaha pure water suddenly became popular, creating a red whirlwind across the country (Wahaha mineral water was packaged in blue at the time). In 1996, sales of Wahaha pure water reached 100 million, ranking first in the bottled water market. But the advertising investment was nearly 50 million, so we basically made no money in the first year. Wahaha's advertising budget at that time was 100 million, mainly invested in pure water, and the rest was divided between AD calcium milk and eight-treasure porridge. At that time, after the National Bureau of Statistics announced that it ranked first in sales in the country, Wahaha promoted the concept of "No. 1 in sales in the country" on the packaging and cartons of pure water, which gave dealers great confidence and made consumers trust the Wahaha brand more. A virtuous cycle is formed. From 1996 to 1999, Wahaha's pure water was in short supply, and dealers made huge profits. Wahaha not only gives dealers an ex-factory price of 1.35 yuan, but also runs promotions such as 1-for-10, 2-for-10, or 3-for-10 during the off-season period for beverage sales from October to March of the following year, so that dealers can continue to eat. On average, the purchase price of dealers is only 1.1-1.2 yuan. Even if the wholesale price is 1.35 yuan, there is still a lot of profit to be made. Dealers are also happy with the results, because even if they purchase some goods at a lower price now and occupy some funds, they will be sold out quickly in May or June. In 1997, sales of pure water reached 300-500 million yuan. Later it grew to 1 billion yuan and reached 2 billion yuan in 2000. In 2001, the growth rate of Wahaha purified water slowed down. In this year, Nongfu Spring launched a dispute between "mineral water and purified water" and divided up part of the share. Since then, Wahaha’s pure water has grown every year, but at a smaller rate, which is 10-20%. But it should be noted that the bottled water category has been completely enlarged. In 1996, it cost two yuan a bottle, and the main consumer group was white-collar workers. At that time, bottled water did not even have a 1% share in the beverage industry; now it costs one yuan a bottle, and it has become the most popular beverage, accounting for 1% of the total beverage industry. More than 30% share of the industry. In recent years, the rise of Master Kong has had a greater impact on Wahaha. Although Wahaha still has a very large advantage in the second and third tier markets, Master Kong has already occupied an absolute advantage in the urban market. According to industry insiders, Wahaha Water’s sales last year were only slightly higher than Master Kong’s.