There are two giant companies in the food and beverage industry in Hangzhou: one is Wahaha and the other is Nongfu Spring. These two giant companies occupy nearly half of the beverage market share, but the difference between the two is very big, and the impression left on consumers is completely different.
Everyone must remember this advertising slogan, "Nongfu Spring is a little sweet", "We don't produce water, we are just nature's porters", and it is also because of these two advertising slogans Nongfu Spring is completely popular.
Mineral water that is out of the circle by advertising
Is Nongfu Spring really out of the circle because of the advertising slogan? What did Zhong Sui, who has been worth more than 65 billion yuan for more than a year, rely on to become the richest man? Let's find out what secrets are hidden behind the advertising and the founder's story.
Before founding Nongfu Spring, he successively worked in health care products, food, biopharmaceuticals and other fields, which formed Zhong's wealth empire.
Looking back on Zhong's entrepreneurial experience, he worked in the newspaper for 5 years, although this industry could not directly make him an entrepreneur, but he saw the story of entrepreneurs making money, in five years, he interviewed hundreds of entrepreneurs, which also gave Zhong the idea of starting a business.
Time came to 1988, at that time, many people felt the dividends of the times, and went to the sea to start a business, and the opportunities in each region are different. He had work experience in a newspaper company, he opened a newspaper and sold newspapers by himself, but for various reasons, the newspaper company closed and opened a mushroom planting company, set up a stall, and sold curtains, but it all ended in failure.
In 1991, the turning point of Zhong's life came, and he won the first pot of gold in his life by acting as an agent for Wahaha. In 1993, with these funds, he founded Hainan Yangshengtang Pharmaceutical at the age of 39, which gave Zhong Sui capital.
Wahaha and Nongfu Spring "Competition"
Before Nongfu Spring became a giant company, there were two major mineral water companies that played a pivotal role in the market, Wahaha and Robust, these two pure water have their own abilities, Wahaha has invited the popular Xiaosheng Jinggangshan, Mao Ning, Wang Leehom to endorse Wahaha, with "I only have you in my eyes", "What I love is you" and other advertising songs are sung on the streets and alleys, and Robust's with "27 layers of purification" is also deeply loved by consumers and impressive, but it is slightly inferior to Wahaha.
When Wahaha and Robust launched a fierce competition, they suddenly killed the niche brand "Nongfu Spring", and in the face of the huge market, Wahaha and Robust did not take the small brand in their eyes at all.
Nongfu Spring is facing two giant companies, Nongfu Spring is powerless to fight, as a small brand that has just entered the industry, can only think of other ways to seize the market, so Nongfu Spring found another way to promote natural water categories.
In order to commemorate the founder of Wahaha, Zong Qinghou, people set off a campaign to boycott Nongfu Spring in the market, and many people shouted "support Wahaha with feelings", and Wahaha once again touched the hearts of consumers.
Who do you think, Nongfu Spring or Wahaha?