It is difficult to see the footprint of a dollar bottled water on the summer of inflammation. Only the coca-cola ice-tune is still holding a one-dollar water position, farmers' springs and yibao are starting at a retail price of $2. The price is even less expensive for master kang, 100-year-old mountains, viewing fields, etc., and even for raw imported drinking water from new zealand, thailand, france and even fiji at a price of $10 or $20。
Source: network
Not only in second-line cities, but also in low-line cities and even county-town markets, one dollar of water is in a bad position。
One dollar water was the dominant product in the market
In 2004, the market for bottled water was blocked at a price of one dollar. According to its semi-annual report for 2007, the national market share of the mineral water of the kant masters reached 17. 3 per cent in june of that year, the first time winning the first seat in the bottled drinking water market. One year later, master kang's share of the market in this area reached 25 per cent, well ahead of competitors such as vahaha, the farmer springs and others。
In the first half of 2018, master kang made a price adjustment and made a farewell bid with one dollar of water. The price of imported potable water products under the flag of the adjusted master was increased by about $3-4 per item and retail prices by about $0. 5 per bottle。
In 2011, farmer mountain springs replaced master kang in the crown of bottled water boss。
In 2015, the market pattern of bottled water was gradually stable, with farmers sharing more than 40 per cent of the market share between the springs and the melon, and the masters fell to third place in the industry。
The era of one dollar bottled water ended with the fall of master kang's water packaging and the rise of the farmer's springs and yibao. In 2021, farmers'springs collected less than $30 billion, making a net gain of $7,162 million. Among them, packaging of drinking water contributed as much as 57. 4 per cent of total receipts。
According to data from the china institute of business and industry, so far, the market share of the packaging of drinking water in china is half as large as the farmers' springs, 26. 4 per cent of the market and 20. 9 per cent of the market, respectively, while the third-class 100-year-old mountain accounts for 9. 6 per cent, with the remaining three masters, icy dew and vakha having a lower share of 9. 3 per cent, 8. 8 per cent and 6. 6 per cent。
When's the four waters era coming
What is the cost of producing a bottle of water
Apart from channel costs, water, packaging and logistics costs, combined with the soaring oil prices in recent years, the prices of their derivatives have risen with water. According to the farmer mountain spring executive director and finance officer zhou xiaohua at the farmer springs performance meeting in 2021, the price of plastic bottled raw material pet was 30-40 per cent higher than in 2021。
With regard to water sources, according to reports released in recent days in kyoto, consumer demand for water quality and mineral composition is also increasing, and in questionnaires, consumer feedback, water sources etc. Are becoming key to consumer decisions. At the same time, there is a trend towards product labelling of water sources, and future quality drinking water markets for high-quality water sources are huge。
For example, the 10 water sources in the farmers'springs cover almost evenly the country's main consumer markets, even if they sell two dollars. The 100-year-old mountains, which are also natural, have only four sources of water, all located in east and south china, and only one water source is found in the grand ice spring, tibet, and kunlun mountains. In kunlun and tibet, where 5100 water sources are located in the tibetan plateau, transport costs are so high that the upper end is sought to be fully positioned and the price belts above $5. After taking the right to move the mountains, he called out the slogan “one water source for the world”, at no cost, and remained high。
Distribution of farmers ' mountain springs
In terms of packaging, u hai, deputy general manager of kunlun mountain, stated that people were now increasingly demanding drinking water and that health, safety and high quality were the main pursuits, thus increasing the market capacity of high- and middle-end mineral springs. Over the past 10 years, mainstream water packaging has undergone an escalation of consumption, with consumer prices ranging from $1 to $2 and now 3 yuan, which will soon enter the four-dollar era。
Market share versus price
In a context of stable patterns, households continue to take possession of bottled water markets through water-sharing, affection and the creation of new products。
The farmers' springs were referred to by the industry as “a water-solded advertising company” and, for example, the newly filmed farmer's springs white water show, brought the audience to a 3,000-metre-high, long white mountain, streaming water, fawning eagles, and the ad became a pleasure。
Source: interrogation video screenshot
And after the farmer's 100-year-old ebe mountain has taken over the subdivision, there are companies that are constantly “inventing” new varieties, such as the marketing-style “opening/coated water” — first with a “cooling and white opening” by today's mairon — and then with a “opening water” by master kang, who is said to have been popular with mid-aged consumers。
According to the china water industry research and strategic plan for investment in the bottled water industry, 2022-2027, published by the priceless industrial research institute of china, china, the bottled water industry as a whole can be divided into four ladders, of which the first was sold at a price of more than $5,500 ml, a high-end natural mineral spring, with the main brands being yi yun, paris water, tibet 5,100, kunlón mountain, etc.; the products located in the second tier were located mostly at $3-5 dollars, representing the public's natural mineral water brand, including the 100-year-old mount of xingda; then pure water and natural water at a price of 1-3 yuan and mineral water at a price of less than $1 are located on three or four ladders, representing the main brands of yibao, farmer mountain spring and kakha。
In terms of market share, brand market share and prices are in reverse: farmers'springs, yibao, 100-year-old mountains, kan, ice-lides, wahaha, etc., account for about 80 per cent of the market share。
In the future, perhaps mineral water will be polarized and, for consumers in general, willing to purchase a cheaper one or two-dollar level mineral water, while more and more consumers are willing to pay higher prices for high-end mineral water consumption. Price-free water coexists with high-end water, and the price of $4 may be a watershed。
(china's small kong network, china's economic network, news, chinese business journal, etc.)
