Bottled water market year: 1995. Advertising language: From the beginning "I only have you in my eyes" (Jinggangshan Edition) to "I only have you in my heart" (Mao Ning Edition) and then to "Love you equals love yourself" (Wang Leehom Edition). Best-selling year: 1996 till now. Hot sale index: ★★★★★★★ Corporate profit contribution index: ★★★★★★ Wahaha's promotion of bottled water is entirely based on coincidence. At that time, the production of eight-treasure porridge and fruit milk needed clean water, so the pure water treatment project was introduced. It can be said that Wahaha's first pure water production line is not for selling water, but for producing fruit milk and eight-treasure porridge. At that time, no one made water drinks in China. 1995, Wahaha tried to make water, mainly recommended to urban white-collar workers, and simultaneously launched mineral water and pure water. Ex-factory price 1.7- 1.8 yuan/bottle, terminal price 2.5-3 yuan. Sales are not good, and the company has neither placed advertisements nor promoted them to channels. 1996 in February and March, zong boldly reduced the ex-factory price to 1.35 yuan/bottle. In this way, the retail price of each bottle of water will be controlled within 2 yuan. Second, advertising in CCTV became the first enterprise in the bottled water industry to advertise in CCTV. Third, take the perceptual route, get rid of people's impression of water rational appeal, and publicize "I only have eyes for you". Because of the cheap price, fierce advertising and wide distribution, Wahaha pure water suddenly caught fire and a red whirlwind swept across the country (Wahaha mineral water was then packaged in blue). From 65438 to 0996, Wahaha's pure water sales reached 65438+ billion, ranking first in the bottled water market. However, the advertising investment is nearly 50 million, so there is basically no money in the first year. At that time, Wahaha's advertising budget was 1 100 million, which was mainly invested in pure water, and the rest was divided up by AD calcium milk and eight-treasure porridge. At that time, after the National Bureau of Statistics announced that the national sales volume was the first, Wahaha promoted the concept of "national sales volume first" on the packaging and cartons of pure water, which gave dealers great confidence and made consumers trust Wahaha brand more, forming a virtuous circle. 1996-1999, Wahaha's pure water is in short supply, so dealers make huge profits. Wahaha not only gives the distributor the ex-factory price of 1.35 yuan, but also holds the promotion activities of 1, 2 or 10 for 3 in the off-season of beverage sales from June to March every year, so that the distributor can keep eating. On average, the dealer's purchase price is only 1. 1- 1.2 yuan. Even with 1.35 yuan, there are still great profits to be made. Dealers have also enjoyed success, because even if some goods are cheap now and occupy some funds, they will be sold soon in May and June. From 65438 to 0997, the sales of pure water reached 300-500 million yuan. Later, it developed to 654.38+0 billion yuan and reached 2 billion yuan in 2000. In 200 1 year, the growth rate of pure water in Wahaha slowed down. In this year, Nongfu Spring started the dispute of "mineral water and pure water" and carved up a part of it. After that, the purified water in Wahaha increased every year, but the range decreased to 10-20%. But it should be noted that the category of bottled water has been completely enlarged. 1996, a bottle costs two yuan, and the main consumer groups are white-collar workers. At that time, bottled water did not even have a share of 1% in the beverage industry. Now it is one dollar a bottle, which has become the most popular beverage, accounting for more than 30% of the beverage industry. In recent years, the rise of Master Kong has had a great impact on Wahaha. Although Wahaha still has great advantages in the second and third tier markets, Master Kong has occupied an absolute advantage in the urban market. According to industry insiders, Wahaha Water's sales last year were only slightly higher than that of Master Kong.