Why is the tonality between Wahaha and Nongfu Spring so different?

Nongfu Spring and Wahaha are both well-known beverage brands in China, and the tonality of their products is very different. This is because the market environment in which they started is very different, so there will be two obviously different market positioning, which has a lot to do with the social cognition of senior staff now.

Wahaha is an early beverage brand in China. At the beginning, there was only one kind of nutritious drink for children. At that time, there were few similar products in China beverage market, so once they appeared, they would be popular all over the country. After Wahaha occupied the national beverage market, it gradually introduced more new products, but the main product was still children's nutritious drinks. Other products can be well introduced into the market because of their brand awareness, so the marketing will be relatively rough.

Nongfu Spring started late and there are already many competitors in the market. In order to open the market quickly, they repositioned their products and aimed at the mineral water business.

Before Nongfu Spring, there were many brands of bottled drinking water in China, but most of them were distilled water. These brands met the demand of China people for material and cultural pursuit at that time, and drinking pure water suddenly became the representative of their status. However, with the improvement of people's income level, pure water is no longer a luxury, and people pursue health more.

In such a market environment, Nongfu Spring set its sights on the mineral water market, first branded the mountain spring water, won the recognition of more customers, and quickly pushed it to the whole country through good marketing.

It can be said that Wahaha's success is mostly smooth sailing, while Nongfu Spring's success is to dig a bucket of gold in the market. The difficulty of marketing also determines that the two companies can't take the same style.

Wahaha is an old brand product. Even if new talents are constantly introduced, there will still be many old people in the entrepreneurial stage. With the progress of the company, these people have more rights, and they will position their products in a relatively traditional way. However, Nongfu Spring is much younger than Wahaha, so it pursues novelty and fashion in product packaging and its marketing style is changeable, which ensures its market position for so many years.

Wahaha and Nongfu Spring were originally established for completely different consumer groups. Although there is a lot of competition and overlap in the current market share, there are great differences in ideas at the beginning of the establishment of the enterprise, and the tonality of their products cannot be kept consistent.

The product tonality difference between Wahaha brand and Nongfu Spring brand will determine the development direction of the two enterprises. In the existing beverage market, Wahaha brand still occupies an unshakable position in the children's market, while Nongfu Spring is the absolute overlord of adult fashion drinks. These two brands have new product development outside their main direction, and these products will inevitably be labeled as main products. Although the target group has changed, it is difficult to reverse the way of thinking. I don't know which beverage brand will occupy the market in the end.