A new mineral water packaged water market from the beginning of the year war to the end of the year
Bottled water market smoke is not over.
Following the launch of green bottles of pure water in May this year, recently, there is news that Nongfushanquan will launch a new mineral water, activity price of 15 bottles of 18 yuan.
December 18, the "Daily Economic News" reporter learned from Nongfushanquan, the new mineral water is currently in preparation, net content of 380 ml, and only 1 SKU (smallest stock unit), the water source is all from Changbai Mountain.
It is worth noting that the main natural water products of Nongfushanquan, the launch of mineral water products is not unusual.Previously, Nongfushanquan's packaged water business, there are a number of mineral water products, such as high-end glass bottle series of natural mineral water, Changbai Snow.The Daily Economic News reporter noted that, compared with the mainstream market price band of 3 yuan mineral water, the push new, Nongfushanquan chose the low price route.As far as the mineral water industry is concerned, 2024, the old and new players compete fiercely, Fat Donglai and Oriental Selection will be mineral water single bottle price set at 1 yuan range."Water aristocrat" Baishoushan also in the e-commerce platform to play a low price strategy, 12 bottles of 570ml mineral water sold for only 22.5 yuan, a single bottle of about 1.8 yuan.
The bottled water market changes, public opinion war, channel war, price war, you sing me on stage, who is the winner in the future?
Nongfusanquan mineral water on the new in the near future
From the photos obtained by the reporter, this new product of Nongfushanquan follows the pattern of Nongfushanquan's high-end glass bottle of water, as well as the iconic red cap, and the source of the water is marked as Changbai Mountain.Since 2015, Nongfushanquan has launched a series of products with Changbaishan Mountain as the water source, such as high-end glass bottle natural mineral water, sports cap natural mineral water, Changbai Snow and so on.
Among the business segments of Nongfushanquan, the packaged water business has been the basic plate of its main business, and the packaged water business is basically dominated by natural water products and mineral water products.In the first half of 2024, Nongfushanquan's packaged drinking water product revenue was RMB 8.531 billion, accounting for 38.5% of the total revenue.
In the 2024 interim report, Nongfushanquan pointed out that since the end of February, a large number of public opinion attacks and malicious defamation against Nongfushanquan and its founder appeared on the Internet, which had a serious negative impact on the brand and sales, causing Nongfushanquan's packaged drinking water product revenue to fall sharply for the first time.
The data in the interim report showed that in January and February of the year before the public opinion 2024, the revenue of bottled water sales of Nongfushanquan increased by 19.0% compared with the same period last year, while the revenue of packaged drinking water products in the first half of the year decreased by 18.3% compared with the same period last year.
For this reason, the company also made a series of actions on the product side.
In the first half of 2024, after 24 years, Nongfushanquan returned to the pure water track.As for the decision to launch green bottles of pure water, Zhong Glittering, chairman of the board of directors of Nongfushanquan, told the media, including the Daily Economic News, that the launch of green bottles of pure water is for the sake of reputation, so that consumers can choose for themselves.When asked whether pure water is a long-term strategy, he said that Nongfushanquan only made a specification and a SKU, very restrained.
On the other hand, in Nongfushanquan deep ploughing for many years in the mineral water track, 2024 new and old players compete fiercely, each in order to seize the market share, the market price all the way down.This time Nongfushanquan on the new mineral water products, some analysts believe that the impact is very large.
Mineral water track: fierce competition between old and new players
It is worth noting that shortly before Nongfushanquan pushed the new mineral water products, there are media reports that Wahaha entered the mineral water.According to reports, in RT-Mart, Yonghui supermarket and other important customer channels to see, Wahaha 12 even packets of mineral water green bottle products are on sale, a mention of 12 bottles of mineral water price tag 14.8 yuan. Wahaha this move, also be interpreted by many public opinion to kill the mineral water track.
At the end of November, Wahaha responded to the "Daily Economic News" reporter said, Wahaha mineral water was launched in 1999, and has been produced, but only limited to a factory in Baishan production of mineral water, is to cover the Northeast region of the regional products, and is not a new product.The price of this mineral water and the suggested retail price of pure water products are both RMB 2 per bottle.
In fact, the mineral water circuit was full of smoke in 2024.
In June 2024, the new player Oriental Selection launched natural mineral water products, according to previous media reports, Oriental Selection natural mineral water, the daily selling price is 1.99 yuan, Oriental Selection App members to buy, the price can be as low as 1.44 yuan / bottle.
Following the Oriental Selection, Fat Donglai also joined the mineral water battle, according to reports, on 16 September 2024, Fat Donglai launched its own natural mineral water (DL mineral water), priced at 1.2 yuan / bottle.
The "water aristocrat" Baishoushan also chose to lower the price to meet the impact of this wave of new players, e-commerce platform, 12 bottles of 570ml only 22.5 yuan, a single bottle of about 1.8 yuan.
From pure water to mineral water, packaged water market 2024 is highly competitive.
Guolian Securities analysts believe that the per capita consumption of China's packaged water market is low compared to the United States, Japan and other countries, the growth in demand for healthy water, large packages of water is expected to promote further growth in China's packaged water market size.In terms of the competitive landscape, the CR5 (the sum of market shares held by the top five industry players) of the packaged water industry will increase from 56.2% in 2019 to 58.6% in 2023.
However, the industry is affected by multiple events in 2024, and competition has intensified in the short term. In the short term, the intensified price competition in the packaged water industry has led to an impact on the revenue growth and profitability of leading companies.In the long run, leading companies with channel efficiency and cost leadership are expected to seize more packaged water market share by launching new products in the medium-term dimension, pushing industry concentration further up.