Behind the death of the elder and the infamy of Nongfu Spring is not a simple business grievance, but an explosion of the people's long-term accumulation of emotions for excessive marketing and capital manipulation. Nongfu Spring has unfortunately become an outlet for this sentiment.
Nongfu Spring has been in a miserable situation recently, with its market value shrinking by tens of billions in a few days, and 90% of its sales volume within five days, and the live broadcast room even closed comments due to bad comments from netizens. The emotional catharsis of netizens can be described as incisive: "My wife only took a look at Nongfu Spring in the supermarket, and we divorced because of this, which I will never tolerate." "If you go to the supermarket and don't buy Nongfu Spring, you won't be able to get a bottle cap." ”
When it comes to the rise of Nongfu Spring, I have to mention the confrontation between Zhong Sui and the two generations of water kings of the sect. In 1996, Zhong moved from Hainan to Hangzhou, founded Nongfu Spring, entered the water market, and acquired the water source of Qiandao Lake. How did Nongfu Spring, which was scarved of funds at the time, defeat its rivals? Zhong has adopted a low-cost but highly effective strategy - an advertising campaign. He put forward slogans such as "Nongfu Spring is a little sweet" and "nature's porter", and took the lead in advocating the concept of natural water. At that time, pure water was prevalent, how to make consumers accept natural water? Through scientific experiments and starting with schools and children, Zhong has successfully guided the market trend.
Nongfu Spring has launched activities in more than 2,700 schools across the country, allowing primary school students to raise animals and plants with natural water and purified water, and observe the impact of different water quality. This move has a huge impact, directly leading to the collapse of the pure water market, and brands such as Wahaha have taken a back seat.
However, why do some people accuse Nongfu Quanen of taking revenge? Because Zhong once sighed that the rise of Nongfu Spring benefited from the inspiration of Zong Qinghou. Zong Lao lent a helping hand when Nongfu Spring encountered a crisis, but Wahaha was reduced to a second-tier brand because of this, and many people were upset about Zong Lao.
In addition, the decline in Nongfu Spring's reputation reflects the public's dissatisfaction with capital manipulation. Behind the consumption carnivals such as Double 11 and 618, Zong Lao, as an entrepreneur who does not go public, does not make money, does not engage in real estate, and cares about employees, has won the respect and nostalgia of the people. After the death of Zong Lao, people regarded Wahaha as a national enterprise and vowed to support it, and Nongfu Spring became the object of catharsis for the people's emotions.