This winter seems to be exceptionally cold, but Nongfu Spring is about to launch a new 4L vat to drink natural water, which hides a warm story.
Because of a letter from an old gentleman, Nongfu Spring accelerated the development and launch of new products, and a new product that is more convenient for the elderly and equally suitable for the public came into being.
A letter from an 87-year-old
The birth of a product often requires long-term market research and user analysis, but a letter speeds up the whole process.
This summer, Nongfu Spring Corporation received a flat mail letter from Guangyang District, Langfang City, Hebei Province:
He Yecai old man handwritten letter.
He Yecai, an 87-year-old retired teacher, wrote in the letter that he, as a consumer of Nongfu Spring, had received a handle handle when he bought Nongfu Spring 10 years ago, which he used to pour drinking water with one hand. However, in the past ten years, the handle has aged and broken, and the new product uses a soft lifting ring, which requires the cooperation of both hands to complete the action of pouring water, and the elderly will encounter difficulties in the process of use.
As a result, he wrote to ask whether "the resumption of the 'rigid' handle for a portion of the single-hand bottles could be reinstated".
The letter sparked Nongfu Spring's thinking about product design and consumer needs. Immediately, Nongfu Spring's R&D department accelerated the schedule of improving the design, after all, behind the needs of an old customer, it is likely that thousands of consumers have similar pain points.
New 4L handle bottle for drinking natural water.
Large-capacity bottled drinking water often appears in the scene of home use.
Moreover, after the water is drunk, the bottle can also be used for other purposes: from watering flowers and flushing water to serving rice and beans, the life of the bottle has been infinitely extended in the hands of Chinese who can live.
Therefore, as the most everyday and often reused container, its development and design often require more delicate empathy to inject into it.
For example, when it comes to handling, the sturdiness of the handle is the foundation, but more importantly, it is lightweight. If the amount cannot be changed, then what kind of design is more suitable for lifting?
According to Nongfu Spring, the research and development of new products has undergone multi-faceted testing. For example, invite consumers of different ages and genders to use the remaining half.
One, one-third and one-quarter water bottles, thus finding the "greatest common divisor" of handle comfort, and finally becoming a product on the market.
However, does it really take so much effort to pour so much effort into the "little thing" of drinking water?
The evolutionary history of Nongfu Spring
It's a detail award
In fact, bottled drinking water has not had a long history for Chinese people. In the late 80s, the first bottled drinking water was on the market, and in the mid-to-late 90s, it really became widespread across the country.
In order to enter the market in the bottled water competition in the 90s, Nongfu Spring adopted an unusual design and specifications for its first product, relying on the details of the bottle to get out of the circle.
In 1997, on the shore of West Lake in Hangzhou, Nongfu Spring launched a 4L water free drinking activity.
This is Nongfu Spring's first product at the beginning of its establishment in 1997, 4L drinking water, using a design with a handle. Perhaps the post-85s and post-90s are no strangers to this product, the milky white bottle has an integrated and smooth design handle, and the top is matched with a disposable red bottle cap.
In 1997, at the Nongfu Spring Jiande Factory, engineers tasted the newly produced Nongfu Spring 4L drinking water.
One year after the first 4L water was launched, Nongfu Spring launched another product that was the topic of the year: sports cover drinking water. The red nozzle-shaped cap can be opened and closed up and down, and the water can be squeezed out with a crisp "pop". This water was designed for the 1998 World Cup in France, but it was the first to become popular in schools compared to sports coffee. In a quiet class, inadvertently opening the bottle cap often triggers a heartfelt laughter, which has also become a youth memory of the post-90s.
1998 Nongfu Spring World Cup advertisement.
In the design of the bottle cap details, the most enduring and constantly DIY by netizens is the functional drink "Scream" born in 2003. The same sports cap design, the same classic sound "pop", but this time the "pop" sound comes from the cap, not the valve. You only need one hand to open the bottle cap, and then squeeze the drink into your mouth with force, feeling the refreshing feeling of the torrent, which once overshadowed the limelight of sports cap drinking water and became the popular "student water" on campus.
Interestingly, based on the one-handed bottle cap and pressure water valve design, screaming once had a lot of "application scenarios", in the hands of naughty boys, it is a water gun for recess games, in the hands of people who often cook, it even becomes an oil bottle and spice bottle, lift the cap, squeeze, all in one go.
Early Scream series.
Screaming bottle caps has also become a social platform topic.
Someone even summed up the "law of screaming":
If a stall has a screaming spice bottle on it, then the food stir-fried at that stall is sure to be delicious.
In terms of details, the interesting product must be indispensable to the "hot search water" that will dominate the hot search in 2021 - Changbaixue Natural Snow Mountain Mineral Water. The details of this time are in the "packaging", four kinds of birds and animals inhabiting Changbai Mountain are entrenched in the bottle, and with a transparent packaging design, we can see the scenery of Changbai Mountain in their eyes when we turn the bottle.
What's more significant is that "hot search water" is also "knowledge water": Nongfu Spring has marked the number and 240 on four different packages, respectively, to show the scarcity of the four species.
Nongfu Spring Changbai Snow Natural Snow Mountain Mineral Water.
Drinking water is routine, but it can also have a sense of ritual.
Because, a good life itself is made up of little details. Perhaps Nongfu Spring is aware of this.
The "evolutionary history" of its products seems to be a grand prize for details that have been remembered for the purpose. Consumers are changing, products are changing, but there is always something behind this perseverance - behind every handy is full of details, using details to meet every new demand, and constantly improving the satisfaction that "drinking water" can bring.
A bottle of water, what's the picture?
What exactly is Nongfu Spring doing?
In fact, a good product matrix cares about two things, one is to meet the needs of segmentation, and the other is to meet the universal needs. This generation of young people does not make choices, "both" and "want", and contemporary Nongfu Spring does not make choices to meet people's "both" and "want".
In order to meet the needs of segmentation, it is natural to use a richer product matrix to cover the needs of different consumers and expand the market boundary.
In the "water" category alone, Nongfu Spring has no less than 8 products.
Nongfu Spring Red Bottle Natural Water Series Products.
Most of Nongfu Spring's "water" products are based on the dimension of scenes, such as baby water, tea water, sports cover series, etc.
In families with infants and young children, eating and drinking are the top priority, and commercial sterile drinking natural water (suitable for infants and young children) containing a certain amount of natural mineral elements came into being.
In middle-aged and elderly families, making tea has a place. Whether tea tastes good or not depends not only on the tea leaves, but also on the water. The ancients liked to use rain or dew to make tea, but now people have found that spring water may be the soul mate of tea, and good water with good tea is said to be this truth.
Nongfu Spring makes tea.
On basketball courts, gyms, jogging and road cycling, natural mineral water from the Sport Cover range is the first choice. The main focus of the sports water is "coolness", and it is simple and quick to open the bottle cap, and you don't have to wait for an extra second.
Nongfu Spring Sports Cover Series Mineral Water.
Even if it is just an ordinary classic red cover product, its size design can also meet the needs of different scenarios. 4L and 5L large buckets of water are more suitable for family and catering and other multi-person drinking scenes, whether it is cooking at home or dining out, when a large bucket of Nongfu Spring is brought to the table, cooking soup or steaming rice, this meal is somewhat exquisite.
Nongfu Springs lining the wall of a restaurant.
The small bottle of 380ml product is not chicken at all. It seems that only two or three sips can be drunk in one sip, but in the frequent meeting scene, it is just right, one more sip will be wasteful, and one less sip will be scarce. Follow 1 per day5-1.The standard drinking water of 7L, 380ml of water is just suitable for about 3 hours during the day, which is perfect for covering the meeting time.
Nongfu Spring 380ml natural water.
It is important to segment the needs, but there are always some universal comfortable experiences in drinking water, which are worth continuing to cultivate, such as "feel".
Water is used to drink, but people's first sense of water must be the sense of touch.
The product innovation triggered by the 87-year-old He Yecai is a kind of pursuit of comfortable feel, if the elderly can easily lift and dump, then for young people will also get a better experience.
According to the product designer of Nongfu Spring baby water, the bottle of baby water hides a mystery, it has a "large and small surface" design, the large surface is more suitable for people with large hands such as fathers, and the small noodles are more suitable for people with small hands such as mothers.
Nongfu Spring baby water.
In fact, not only the food and beverage industry, but also every life-related industry will continue to develop, and the final landing point will definitely return to "people". Behind all "productism" is "people-oriented". A product is never born in isolation, it often contains delicate thoughts.
In the research and development and innovation of a bottle of water, it is not difficult to find that the product itself actually contains the value of service, and the ultimate direction of the product is experience.
A bottle of water, of course, should first pay attention to the quality of the water itself, and a good water source is very important. At present, Nongfu Spring has a total of 12 major water sources, including as far as Manas in the Tianshan Mountains of Xinjiang, the Daxing'an Mountains of Heilongjiang, and as close as Qiandao Lake in Zhejiang and Wanlv Lake in Guangdong.
Nongfu Spring Tea Garden Factory located on the shore of Qiandao Lake.
On this basis, a bottle of water pays more attention to "details", whether the water is good or not, not just about drinking.
Product packaging is the extension of the product, good packaging will not only give the product a better experience when using the product, but also precipitate into the details of life after the product is used.
An interesting finding: whether a bottle of water is good or not, consumers will vote with empty bottles. You might as well go to the kitchen, balcony and storage room, and even the community ** station to see which "water bottles" have been left, maybe in every family, you can find a bottle of "Nongfu Spring".
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