Since its inception in 1996, Nongfu Mountain Springs has been building a brand concept that contributes to the cause of human health, and today, with annual sales of 13 billion yuan to lead the Chinese drinking water market, how do they do it?

In the editor-in-chief's opinion, its marketing strategy is well worth learning

Whenever I see the four words of Nongfu Mountain Springs, the first thing that flashes in my mind is that excellent advertising language“Farmer's Mountain Springs is a little sweet.This ad, in a funny TV advertisement in Farmer's Mountain Springs, mentions: In a village school, when the teacher writes on the blackboard, naughty students can't help drinking Nongfu Mountain Springs, pushing and pulling bottle caps to make the teacher angry, said: Please don't make such a sound in class. After class, the teacher was drinking farmer's mountain spring, while praising: farmer's mountain spring is a little sweet. With the "classroom" ads from mid-April on CCTV, "Farmer Mountain Springs a little sweet" sound over the mountains and waters, spread across the north and south of the river, brand awareness quickly began to ring. Advertising is also rated by the People's Daily and other news media as the best advertising language in 1999, Chinese has the word "Ganquan", explained is sweet water, farmer's spring water from Thousand Island Lake, is summarized from many mountains of spring water, through the self-purification of Thousand Island Lake, purification, can be said to be sweet spring water, so "Farmer Mountain Springs a little sweet" is a selling point."A little sweet" to taste commitment as the appeal of differentiation, to imply the quality of water, so that farmer mountain spring formed an emotional preference, rational identity of the overall strategy, but also make farmer mountain spring successfully established a memory point.

According to this advertisement it is not difficult to see the farmer mountain spring to create significant differences, establish their own personality, when other similar products are in the performance of their own how hygienic, high-tech, fashion, farmer mountain spring is not vulgar, unique, but only gently but focused on the location of the taste of the product, but also only "a little sweet", it is extraordinary, different, so that consumers in front of the television feel refreshing, such products let consumers forget is difficult, such an advertisement can achieve such an effect, This product is half the success.

Why is the Nongfu Mountain Springs ad "a little sweet" instead of focusing on "27-layer purification" as other mineral water ads do? That's the essence of The Farmer's Mountain Springs ad.

First of all, the farmer mountain spring on the pure water carried out an in-depth analysis, found that pure water has a great problem, the problem is pure:It does not even have the trace elements that the human body needs, which violates the nature of harmony between man and nature and is not in line with the needs of consumers. This weakness was caught by Farmer's Mountain Springs.

As a natural water, it naturally holds up a banner against pure water, and it is by "a little sweet" that it is revealing this information to consumers:My farmer's mountain spring is natural and healthy. A natural water brand with no pollution and trace elements, if compared with pure water, the price difference is not large, it is predictable that for every consumer, they will make rational choices.

The concept of naturality makes Farmer's Mountain Springs different from other brands

But the fact is, farmer mountain spring in the sweet taste does not have any advantage to say, because all the pure water, mineral water, carefully tasted, are a bit sweet. Farmer Mountain Springs first put forward the concept of "a little sweet", in the consumer psychologically grabbed the commanding heights. Its quick thinking is impressive.

The same consumers are only willing and able to remember simple information, the simpler the better, simple to only a little, the easiest to remember. Farmer Mountain Springs at this point also can not hide its extraordinary wisdom, only used "a little sweet", three words, three more ordinary, simple words, and the real point is just a "sweet" word, this word is very emotional, that is to describe a Taste, everyone contact with this word will have a direct feeling, this feeling undoubtedly has a great effect of strengthening memory, and remember "a little sweet" it is difficult to forget "farmer mountain spring", and remember "farmer mountain spring" is difficult to do not care about the products of farmer mountain spring.Farmer Mountain Springs is to win with simplicity, simplicity, so that they can easily express themselves;  

In line with the characteristics of the product, highlighting the excellent quality of the product. "Farmer Mountain Springs is a little sweet" is impeccable at this point. Farmer Mountain Springs is taken from the deep water 70 meters below Thousand Island Lake, which is a national water resources reserve, the water quality is pure, drink a mouthful will feel sweet. It is in this way that it is appropriate to describe it as "a little sweet" because it conforms to the characteristics of the product, and even more so because it highlights the excellent quality of the product.  

（The last kilometer）

For consumers, make them feel good. "A little sweet" is undoubtedly a good feeling, "sweet" means sweet, happy, happy, this is Chinese long-life pursuit, such a Chinese will certainly pursue the feeling of sweet products. Farmer Mountain Springs grabbed this and said to the Chinese, "I'm a little sweet." This is tantamount to saying: I, is your pursuit. As an advertising language, this is more like saying: Please pursue me. This is extremely difficult to resist the temptation, farmer mountain spring is the temptation to win the purchasing power of consumers. The "Last Kilometer" commercial reflects the pollution-free water in the mountains and its excellent water quality.

(The Evolutionary History of Nongfu Mountain Springs Advertising)

In addition, Farmer's Mountain Springs 2008 communication strategy is extremely clear and simple.  After the concept is clear, it is necessary to use simple and powerful ideas to convey: a minimalist background, a glass of water, water poured into and replaced "water in the human body, every 18 days to replace" "the quality of water determines the quality of life" from the real Thousand Island Lake scenery printed into the bottle label of Nongfu Mountain Springs. "We don't produce water, we're just porters of nature" is beyond the consumer's conventional thinking, concise, powerful and meaningful.

This advertisement and the previous farmer mountain spring has been spreading the "water source plant, water source filling" perfect combination, and carried out a new interpretation - farmer mountain spring is healthy natural water, not production and processing, not the follow-up filling artificial mineral production. The differentiation strategy distanced Farmer's Hill Springs from its competitors.

Farmer Shanquan caught the Chinese very health-conscious psychology, vigorously promote the concept of health.

Nature's porter, Farmer's Mountain Springs, is the man who brings the essence of nature to you.This is all the more commendable. Quiet and simple picture, in the current colorful environment of advertising more quality and distinctive, has been another kind of attention and recognition.

The advertisement caters to the needs of consumers for health and safety. The natural product properties of Farmer's Mountain Springs are passed on to consumers, which distinguishes Farmer's Mountain Springs from other brands. Set up a good corporate image of Farmer's Mountain Springs.

The concept of nature's porters has distanced Farmer's Mountain Springs from its competitors

"Down the Rock," an ad that began in 2008 when Master Kang's mineral water was released from tap water, was a bit of a hit. Falling stone" taste. This advertisement of Farmer's Mountain Springs can be said to be "very simple", but the effect is very good. Why? Because it pays great attention to the effectiveness of advertising. Whether the advertising idea can achieve the purpose of promotion basically depends on the communication efficiency of the advertising information, which is the principle of the effectiveness of the advertising idea. Farmer's Mountain Springs" advertisement pays great attention to the "practicality" of advertising by imparting health knowledge.

Nongfu Mountain Springs a ring of advertising strategy, let people appreciate the charm of Oriental wisdom, farmers mountain spring natural, healthy concept deeply embedded in the hearts of consumers. A good brand concept of non-farmer mountain spring to contribute to the cause of human health.

Summary of The Advertising Strategy of Farmer's Mountain Springs:

Principle one, create significant differences, establish their own personality

Principle two, and strive for simplicity, as long as a little, easy to remember

Principle three, in line with the characteristics of the product, highlighting the excellent quality of the product.

Principle four, the establishment of the depth of the surface, with, baking this product characteristics.

Principle 5, for consumers, to make them feel good