High-end water has been highly popular in recent years, creating a growing demand. As domestic brands scramble to enter this sector and outside capital steps in, competitions in the high-end water market continue to heat up. In this regard, Nongfu Spring admits that it has been keeping a pulse on the high-end water market, but with an unremitting commitment to premium water quality, it holds that only by finding an extremely rare natural water source can it produce high-end water. Therefore, Nongfu Spring embarks on a long journey of source exploration across the country instead of rushing into the high-end water market when time is not ripe.

People's original impression for Nongfu Spring was that "Nongfu Spring tastes a bit sweet", which was the initial advertising language of Nongfu Spring. With this advertising slogan, Nongfu Spring became hugely popular across the country. In 2008, Nongfu Spring created a new advertising language: "We do not produce water. We are porters of nature", continuing the "natural and healthy water" concept the brand promoted. This time, Nongfu Spring grasped the user's philosophy of health-oriented life, further deepened the concept that natural water is healthy and affirmed commitment to this concept, thus winning a fine reputation for itself. After that, Nongfu Spring turned its spotlight on the high-end water. In the same year, Fang Qiang, a water source explorer of Nongfu Spring, after months of exploration finally found Moya Spring, a top water source in Changbai Mountain, Fusong county of Jilin province.

From then on, Moya Spring becomes the high-end water source of Nongfu Spring. In 2015, Nongfu Spring debuted glass bottled high-end water. This limited edition Nongfu Spring customized bottle, which had gone through 58 drafts and more than 300 versions of design and taken three years to been finalized, became an instant hit with the launch of Bottle of Golden Monkey in 2016. Since that, Nongfu Spring Chinese Zodiac Bottle seems to be users’ expectation of every year’s Spring Festival. Nongfu Spring polished the design of this high-end water in an almost "obsessive-compulsive" way, which made a splash around the globe as soon as it debuted, winning a number of international awards. Adhering to the simple and transparent style, Nongfu Spring high-end water features dignity, elegance and magnificence, and Nongfu Spring is even nicknamed "a design company expert in selling water" for this elegant and transparent design.

Water quality and outer packaging are just the first test that high-end water has to pass, which also needs to go through more rigorous surveys and tests to be widely recognized. In 2016, Nongfu Spring high-end water was used to entertain distinguished guests from all over the world at the G20 Hangzhou Summit and Belt and Road Forum. In 2017, Nongfu Spring had the honor to be official water at the Belt and Road Forum once more. In the same year, Nongfu Spring high-end water appeared at the venue and various early meetings of the BRICS Leaders' Meeting. In 2019, Nongfu Spring high-end water and natural water with rad caps debuted at the Belt and Road Forum for International Cooperation and served to entertain distinguished guests from various countries, presenting China's culture and Chinese quality to international guests. Every detail of the international event can stand for a window to reflect China, so it is better to have a meeting water that carries the national identity and matches with the national image. Nongfu Spring has been working hard to build a Chinese brand, a brand can go global and stand comparison with all competitors across the globe.

A good high-end water does not mean that it is far removed from the masses and reality. On the contrary, a truly high-end water should have deep cultural connotations and its own spiritual core. Nongfu Spring high-end water launches commemorative Chinese Zodiac Bottle every year and gives it back to consumers as free gifts. The tradition of Chinese Zodiac bottle started from 200,000 sets of Golden Monkey Bottle in 2016, which is only for free but not for sale.

In recent years, the brand innovation and marketing innovation of Nonfu Spring seem to be hard to reproduce. Thinking outside the box to open a new path - it’s better to bring surprise to consumers from time to time than go through twists and turns to be individualization. Aside from glass bottled high-end water, Nongfu Spring has released four product ranges: lithium water, natural water with red caps, baby water and high-end water, forming a product pattern dominated by natural water and with mineral water as flagship product. Let’s look forward to what surprises Nongfu Spring will bring in the coming future.