1996, Zhong Shanshan, already worth tens of millions, returned to Hangzhou and founded Zhejiang Qiandao Lake Yangshengtang Drinking Water Co., Ltd., the predecessor of Nongfu Spring. As soon as the product went on the market, Nongfu Spring was put forward? Pure water is bad for human body? Concept, put yourself in the forefront, become the public enemy of the industry, and launch Nongfu Spring natural mineral water. With the maverick theory and omni-channel marketing bombing, Nongfu Spring quickly opened the market.
At that time, the bottled drinking water market in China was still dominated by pure water, and Wahaha was the industry leader. In 2000, Wahaha joined hands with Robust, Zhengguanghe and other pure water enterprises to denounce Nongfu Spring. Wahaha actually went to court? Unfair competition? Sue Yangshengtang Drinking Water Company.
However, Nongfu Spring led by Zhong Shanshan also took Wahaha to court. According to the lawsuit, Wahaha carried out a series of unfair competition behaviors in order to crack down on competitors, spreading a large number of false facts to the media, saying? Water pollution in Nongfu Spring? 、? Nongfu Spring is not selling well? Wait a minute.
Because there is little difference between pure water and natural sprinklers, the initial sales of Nongfu Spring are bleak. After all, who will spend 1 times more money on almost the same product? Zhong Shanshan came up with a trick to educate the market through experiments. The purpose of the experiment is to tell the market that drinking natural water often is better than pure water.
An animal experiment is like this. The company removed the adrenal glands of mice and fed them with purified water and Nongfu Spring respectively. Six days later, 80% of the mice who drank pure water died, and 60% of the mice who drank Nongfu Spring died. Through this experiment, Nongfu Spring let the market know that natural water is better, and Nongfu Spring has received great attention.
Unexpectedly, after a series of denunciations, the natural water promoted by Nongfu Spring approached the public's field of vision, and its bottled natural water drinks also occupied the market step by step, achieving overtaking in corners. ? Nature's porter? It turned out to be the first in the 20 1 1 packaged water market. Up to now, the market share of Nongfu Spring has reached 57.3%. In 20 12, Nongfu Spring surpassed Wahaha in the market share of packaged drinking water, ranking first in the industry.
In 20 19, the market share of packaged drinking water in Nongfu Spring was as high as 42.2%, about three times that of Wahaha. As can be seen from the advertisement of Nongfu Spring, it always needs? Nature's porter? Image shows people. Actually, Nongfu Spring is more like? Nature's printing machine? .