文 | 星船知造 清波 严大方

编辑 | 严小方

zuijinyouliangzehepingzhuangyinyongshuiyouguanderesou。

yishishanghaiyijiazhoudianyinweimai200yuan/fendebaizhoushanglexinwen。

dianzhangbiaoshi，“（200yuan/fendebaizhou）shiyongleyiyunshuiaozhu。qitazhouyongdeshiputongguolvshui。”

jieguowangyoudehuolijiujizhongyuzheiju“yiyunshuiaozhu”，fenfenbiaoshizhouhaobuhaoheheshuimeiguanxi。

kejian，dajiaduidingjiabenshenmeishenmeyijian——nengbasuichukejiandeshangpinmaichugaojiashishangjiabenshi。dianpumingmabiaojia，yourenyuanyimai，yourenyuanyimai，liangxiangqingyuan，meishenmekeshuode。danxiangrangxiaofeizheweilexutoubanaodegainianmaidan，yuelaiyuenanle。

ershijinrijushujiameitibaodao，nongfushanquanchuangshirenzhongshanshanbiaoshibuxiwangxiaofeizhezhangqihenongfushanquanlvpingshui（chunjingshui）。nongfushanquandehongpingshui（tianranshui）gengjiankang。（zhu：wahahazhuyingdeshichunjingshui）

jiyushangshuredian，《xingchuanzhizao》xiangtaolunguanyupingzhuangshuidelianggewenti：

1，shidaizaijinbu。tongguoyingxiaomouzhongzhanbuzhujiaodegainianjiushougedeshidaiyijingguoqule。

pingzhuangshuiyingxiao“jiankang”denggainianguoyuqianqiang，yuelaiyuebubeilizhidexiaofeizhejieshou。weishenmetoubuqiyehaiyaozheimezuo？

tagengxiangshiqiyeduiguowangchenggongxingchengdelujingyilai。yexiangshichuandanandiaotou（tianranshuixuyaojinxingshuiyuandideqianqikantan、caikuangzhengbanli、shuiyuandijianchang）dengduozhongyuanyindiejiaxiadeguanxingdongzuo。

2，shunzheshangyigewenti，ruguobujuan“jiankang”zheizhongjinhuxuanxuedegainian，zhongguopingzhuangshuiyinggaijuanshenme？

biru，zhongguozhoudianxiangtijia，weishenmejizijitiejinyongdehaishifaguoyiyun？aerbeisishandeshuijiuyidingbizhangbaishandeshuihaoma？——zhongguopingzhuangshuide“gaoduanhua”juandezenmeyangle？

01 营销“健康”是没有未来的，它更像一种路径依赖

chaoshilimaidepingzhuangshuizhuyaofenweitianranshui、kuangquanshui、chunjingshuiheqitayinyongshuisidalei。

womenrichangzaihuojiashangkandaode——

tianranshui：nongfushanquanhongsepinggai、bamaboquandeng；

chunjingshui：wahahahongbiao、nongfushanquanlvping、quechaoyouhuo、yibaolvbiao、kekoukelebingludeng；

矿泉水：百岁山、5100西藏冰川、恒大冰泉、昆仑山等；

qitayinyongshui：kangshifuyinyongkuangwuzhishuideng。

2000nian，nongfushanquanzhengshikaozhe“tianranshuigengjiankang”degainian，congdangshipingzhuangshuisanjutou——wahaha、lebaishi、kangshifukouzhongduoshi。zhihounongfushanquanhongping“tianranshui”zaipingzhuangshuishichangshizhanlvyilushangsheng。zhongshanshanyesicichengweifubusineidifuhaobangshoufu。

2024nian，nongfushanquandui“tianranshuigengjiankang”dexuanchuansihubiandegengweizhinian——

jinnian4yue，nongfushanquanshige24nianhouzhongfanchunjingshuisaidao，tuichule“lvping”chunjingshui。

dandaole11yue，“zhongshanshanbujianyizhangqihelvpingshui”chongshangresou。youyuwahahazhuyingdejiushichunjingshui，youfenxirenweinongfushanquan“zisunbabai”demudezhuyaoshidajijingpindechunjingshui。

jumeitibaodaoyeyoukepubozhuyixiangshijianjujubao：

《xingchuanzhizao》shizhongrenweipingzhuangshuiyingxiao“jiankang”gainianhuiyujiameiyoushouzhong。

“tianranshuigengyouyijiankangshiweimingti”zheijianshiyiyoudaliangmeitizuoguobaodao

● suowei“ruojianxingshuigenghao”

2013niannongfushanquanzaiguangzhougaoguoyigecuxiaohuodong：xiangguke“kepu”yibaoshuishiruosuanxing，nongfushanquanshiruojianxing。jianxingshuigengjiankang。

duiyuzheizhongshuofa，ciqianyiyouduojiameitibaodao、yinyongguoyingyangxuezhuanjiaheyishengdehua，“shiwudengwaijieyinsubuhuigaibianshentiphzhi。”

●suowei“tianranshui、kuangquanshuizhongdekuangwuzhiduirentiyouyi"

nongfushanquancengzuoguoyixiliechongmanzhengyideduizhaoshiyan：birufenbieyongchunjingshui、tianranshuiyangshuixian——faxianshuixianhuazai“tianranshui”lizhangdegenghao。

duici，tongyangyiyoudaliangmeitizhichuzheishi“wangainian”——kuangquanshuilijiade、tianranshuilihanyoudeneidiangai、jia、na……suibianchijikoucaijiudoudadaole。rentikuangwuzhizhuyaolaiyuanyurichangshanshi。birumei100kexiannaihangaiyue100haoke，yuanchaoguojipingkuangquanshuizhongdegaihanliang。

zongqinghoudangniandebochigengjiazhijie：shuixianfangzaifenshuilizhangshigenghao，nandaofenshuijiugenghao？

zhixiangyijinghenmingquele——jinshijinripingzhuangshuihaiyaowang“jiankang”、“yingyang”shangkao，yuekanyuexiangzhishangshui，shuoxuanxuedousuankeqidele。

neime，qiyeweishenmerengranzhizheyuxuanchuan“tianranshuigengjiankang”ni？

tagengxiangshiyimengaolirunxingyezhongtoubuqiyeduoniandeyingxiaolujingyilai。

tongshi，zuodazirandebanyungongshiyimen“zhongshengyi”——zhongzaishuiyuandidekantan、caikuangxukezhengdebanli、shuiyuandigongchangdejianshe——chuandanandiaotou，zhinengzaitianranshuishangyitiaodaoshangjixuzou。

先看路径依赖。

shouxianpingzhuangshuishiyimenzhiyaonengshangpaizhuo、zuowen，jiunengzhuandaqiandeshengyi。

●zongqinghouhezhongshanshandoudengdingguozhongguodefuhaobang。dangran，yinyongshuideyewubingfeiweiyidengdingtujing。●chuquyinyongshuiwai，wahahahaiyongyouquanxiliebaokuoyingyangkuaixian、adgainai、shuangwaiwai、gewasi、youyounaicha、babaozhouzaineidegezhongyinliaoheshipin；

●nongfushanquanzeyoudongfangshuye、chaπ、shuirongc100、nongfuguoyuan、17.5°cheng、17.5°pingguo、dongbeixiangmidengyixiliedeyinliaoheshipinpinpai。zhongshanshanhaikonggulewantaishengwuyaoyezheijiayimiaoshengchanyanfadeagushangshigongsi。

xiangjiaoyuyibandeshipinjiagongyeeryan，yinyongshuiheyinliaodelirunxiangduijiaogao，zheishiyeneipubianrentongdeshishi。

yinyongshuidezongchengben=yuanwuliaochengben+shuichengben+shengchanchangjiachengben+yunyingpinpaiyingxiaochengben+jingxiaoshangchengben+zhongduanchengben

ciqianyoumeitidazhicesuanchubaozhuangyinyongshuichangshangdehexinchengben：yipinglingshoujia2yuandeshuichuchangjiabudao6maoqian。

nongfushanquan2023niancaibaozhongdeshuju（maolilv59.5%，jinglilvchao20%）yexianshi：yinyongshuibenshendechengbenhendi，chengbendatouzaiyingxiaoheyunshu。

guoneibaozhuangyinyongshuidepingjunmaolilvzai30%zuoyou。nongfushanquandetianranshui，keyidadaojingrende50-60%，weijuxingyebangshou。yijunongfushanquanxinjinpiludenianbao：

2023nian，nongfushanquandemaolirunwei254.07yiyuan，jiao2022niande190.95yiyuanzengjia33.1%。baogaoqinei，nongfushanquandemaolilvyouquniantongqide57.4%zengjia2.1gebaifendianzhi59.5%。daojinnianshangbannian，maolilvlveyouxiajiang，danrenggaoda58.78%。

youyuwahahabingfeishangshigongsi，congnenggousoujidao、gongkaiqieyouxiandeduiwaipilushujulaikan：

2021nianwahahadeyingshoushi519yiyuan，lirunwei62.19yi，jinglilvyuewei11.98%；2022nian，wahahaxiaoshou512yi，jinglirunyue25yi，jinglilvyue4.88%；2023nian，wahahadexiaoshouwei512yi+，jinglirunyue20yi+，jinglirundazhiwei3.9%。youyumeiyougengduoxifenshujudezhicheng，yinerjiujingshiyinyongshui（chunjingshui），haishiqitayinliaohuoshipinyewudeshujutuolehoutui，jutideqingkuanghaibijiaonanyizuochupanduan。

nongfushanquanzuoweipingzhuangshuizheimenduojinxingyedehoulaizhenenggouwandaochaoche，kaodejiushiyingxiao“jiankanglinian”。

2000nianzhiqian，zhongguodebaozhuangyinyongshuishichanghaishichunjingshuiyitongtianxiadegeju。

guoneidediyipingchunjingshuishidanshengyu1990niandeshenzhenyibao，yeshiguoneizuizaozhuanyehuashengchanbaozhuangyinyongshuideqiyezhiyi。zhibuguo，yinweidangshimeiyoucaiyongmingxingdaiyandecelve，zaoqideyibaobingmeiyounengzaibaozhuangyinyongshuidexingyelilvxianfengshengshuiqi。

1996nian，zaibaojianpinshichangyijingchuangchuminghaodehangzhouwahahatuichulechunjingshuichanpin，tongshichijuzizaiyangshitoufangguanggao。chunjingshuituichudedangnian，wahahazaipingzhuangshuishichangdefenejiuzhuoshengdaoleguoneidiyi。

1998nianwahahayuwanglihongqianyue。gengfenbieyi2211wanyuan、2015wanyuannaxiale2001nianyu2002nianyangshi“ate”biaoban（《tianqiyubao》hou15miaobiaoban）de“biaowang”。

baojianpinshichangdelaoduishoulebaishizaikandaolewahahadechenggongzhuanxingzhihou，qinglailimingdaiyan，yejinjunchunjingshuiyewu。zhibuguo，youyuhoulaizaijueceshangchuleyixiliedewenti，lebaishichunjingshuijinianhoujiushishibiantuile。

2000nian，wahahacengjingdehainanheguangxizongdaili，nongfushanquandechuangshirenzhongshanshanxuancheng“chunjingshuibuhankuangwuzhi，burutianranshui，chunjingshuiduirentijiankangwuyi；nongfushanquanjuedingzhishengchantianranshui”——pingjieyixiliechongmanzhengyideyingxiaogongshi，nongfushanquandazaode“tianranshui”gainianbeiqianqianwanwanxiaofeizhesuoshushi。

zi2017niankaishi，nongfushanquanlianxuduonianwenzuozhongguobaozhuangyinyongshuilaodadebaozuo。

guoquduonianli，nongfushanquanzaiwuxingdezhanchangshanghuodeleshishijideyingxiaoshengli。zi2017niankaishi，nongfushanquanlianxuduonianwenzuozhongguobaozhuangyinyongshuilaodadebaozuo。

nongfushanquanjinnianzuidadeweijichuxianzai2024nian。

zongqinghouqushihou，nongfushanquanyouyicijuliedeyuqingchongji。genjunongfushanquanfabude2024nianzhongqiyejibaogao，qizhongbaozhuangshuichanpinyingshouyue85.31yiyuan，tongbixiajiang18.3%。ciwai，caibaoshujuxianshi，2023niannongfushanquanbaozhuangshuiyewugongxiandeyingshoushoucizhanbidiyu50%。

yinci，dangnongfushanquanzaijinnian4yuetuichulvpingchunjingshuishi，renmendaduorenweizheishiqizaiyulunfengbodiejiayejishitouxiahuashidezijiuxingwei。dandangzhongshanshanjianyixiaofeizhebuyaozhangqihezijiadelvpingshui，yinweichunjingshuibushihezhangqiyinyongshi——renmencaihuangran，yiqiehedangniande“shuixianhuashijian”sicengxiangshi。

chenggongguoderenbuhuiqingyilichang，huodejudachenggongderengengkenengyilaiguowangchenggongdemoban。

zhibuguoershinianqianzouxiaode“jiankang”paizaijintianyijingbuheshiyile。

qici，xiangbichunjingshuide“guolv”guocheng，tianranshuide“banyun”gongchenggenghaoda。duonianzhongcangtianranshuideqiyeyoujudaqianqitouruchengben，gengnanzhuanxianggaidao。

birunongfushanquanzaiemeishandeyichushuiyuan，xianhualejinianshijiankantan，youhualejinianshijianjianchangbingtouchan。tongshiwoguokuangquanshuixuyaobanlicaikuangzheng。tongchang“yizhengyishuiyuan”。zheishiyixiangfuzahemanzhangdegongzuo，xuyaoduogebumenxietongpeihe。baisuishanchuangshirenzhoujingliangcengshuo，yigecaikuangxukezhengbanliliuchengxuyaogai60duogezhang，dengdai5nianzhijiu。

genjuguoyuanzhengquanciqianduibi：nongfushanquandetianranshuizaiquanguoduogeshuiyuandijuncaiyongzijiangongchangdezhongzichanmoshi；eryibaoweichunjingshui，bucunzaishuiyuanxianzhibilei，yincizaiquanguoduojiagongchangzhongshaoshuweiziyougongchang，daduoweioemgong chang，jingyingmoshixiangduipianqing。

heqianqidezhongtouruxiangbi，zoushangguidaohoudetianranshuichunkaicaichengbenzeyaodideduo——shuimaideyueduo，guimoxiaoyingyuemingxian。muqian，nongfushanquandeshuiyuandijibenfugailewoguozhuyaoxiaofeishichang。

keyishuo，pingzhuangshuidehoulaizhenongfushanquancongziwodingyi“tianranshui”zheiyigainianruju，zaikaoguangxunshuiyuandi、zhongcangshuiyuandigongchangjianshe、qudaopushe，rangzijiyongyouledui“tianranshui”dejueduixianfayoushi。

qiyebukenengfangqizheizhongyoushi，dan“jiankang”paiyuelaiyuenanshougedaojubeikexuechangshidexiaofeizhe。

zhongguopingzhuangshuijutoumen，xiayibuwangnagefangxiangjuan？

02 要卷就卷高端局

yibanrenwei，danjiazai5yuan/500mlyishangdedoushuyupingzhuangshuilidegaoduanshui。gaoduanshuirengranshiyipianlanhai，yuanyinzaiyu：

1，woguoputongyinyongshuishichanggeju（6+n：nongfushanquan、yibao、baisuishan、kangshifu、binglu、wahahaliudapinpaizhanjulebachengzuoyoushichangfene）jibenchengxing，danzai5yuanyishangjiagedaidegaoduanqu，haiyuanwei“jiecengguhua”。

2，gaoduanshuishichangguimobuduankuoda——

●2023nianwoguogaoduanpingzhuangshuilingshouguimoda317.24yiyuan，tongbizengzhang21.7%。

●woguopingzhuangshuidechukoushulianggaoyujinkoushuliang，danchukoujinediyujinkoujine，yuanyinjiuzaiyuwoguojinkoudepingzhuangshuiyishoujiagenggao、lirunyegenggaodegaoduanshuiweizhu。

●jinnianzhongguoshichanggaoduanshuidezengzhanglvgaoda46%-50%；baoshouguji，weilaijinianneizhongguogaoduanshuishichangrongliangjiangbudiyubaiyiyuan。（niersenshuju）

综合公开信息看，在国内高端水市场竞争中，主要布局者有深耕天然矿泉水的景田、西藏冰川5100，昆仑山、恒大bingquandeng。danguowaipinpaiyiyun、balishuidengzhanjulezhishaoyibandeguoneigaoduanshuishichangfene——he3yuanyixiajiagedaixingchengxianmingduibi。3yuanyixiajiagedaiwanquanshiguochanshuidetianxia。

lingwai，guochanpingzhuangshuizaichuhaizheijianshishangyebingwutaiduogongchenglvedidezhanjikeyan。

genjustatistashuju ，quanqiupingzhuangshuijutouyou：

kekoukelededasanipingzhuangshui、quechaoqixiadebalishuiheshengpeilu，danengqixiadeyiyunhefuweike、feiji、kangshifudeng。

genju globalproductpriceswangzhan 2022 nian 9 yuedui 92 geguojia/diqudefenxi：aodaliyahefeilvbinshipingzhuangshuizuiguideshichang，meiping2.02meiyuan/1.5sheng。xinjiapo、wulagui、boduoligehenuoweidejiageyezai1.59meiyuan/1.5shengzhi1.74meiyuan/1.5shengzhijian。

shanzhangyingxiaodeguochanpingzhuangshuihaiyoulirungenggaodegaoduanshuishichangkeyitupo。

gengyougaolirundehaiwaishichangkeyichuangdang。

danruhebashuimaigui、ruhebashuimaixianggengguangkuodeshichang——《xingchuanzhizao》xiangxinzhiyingxiao“jiankang”shimeiyouweilaide——

gaoduanshuixuanchuandeguanjianyinggaizaiyu“kougan”he“chandi”。

tianrankuangquanshuizhongdekuangwuzhijiweiliangyuansuhanliangjidi，yuanmeiyoushibulaidegaoxiao，hebiyingche“jiankang”。dangeyouqianqiude“kougan”queshishidashide。

yiyunhebalishuideyingxiaogushiyejinglilecezhongjiankangdaoqiangdiaokougandexuanchuanjinhua。

zuichu，yiyunkuangquanshuidexuanchuanmaidianshiqijiankangliaoxiao。biru1789nianyoufaguoguizuyinyinyongyiyunquanshuierzhiyuleshenjieshidengdengdeng。

dansuizheshijiandetuiyi，yiyunkaishicezhongsuzaoyizhongnianqing、huolideshenghuofangshi。kouhaozezhuda“laiziaerbeisishandi”——kouganqingxin。

balishuiyikaishidexuanchuanmaidiantongyangshijiankangliaoxiao。biru1898niandr. louis-eugene perrierfaxianquanshuihanyoutianranfengfudeqipaohekuangwuzhi，bingyouzhiliaogongyongdeng。

danzhihoujiukaishiqiangdiaoqidutedekougan——qipaodejiqing、yanhuazhanfangbandekouganchengweilepinpaimaidian。

tongyangde，shengpeilu（san pellegrino）yikouganchunhouzhucheng、feiji（fiji water）qiangdiaowenrunerbucijidekougan、fusikuangquanshui（voss）qiangdiaoweidaoqingshuangdengdeng。

zongtilaishuo，guochantianranshuirengranguanxingxuanchuan“jiankang”pianduo，guowaiqiangdiaokouganpianduo，bingbayuanchandihepinpaigushiyiqizuoweixuanchuanzhongdian。

从水源地看——

yiyunlaiziaerbeisishan。

shengpeilulaiziyidaliaerbeisishan。

nongfushanquanshierdashuiyuandi。

kunlunshanlaiziqingzanggaoyuan 。

qingzanggaoyuanhezhangbaishandeshuijiubibuguoaerbeisishanme？xiangmaigaoduanbingwanchenggaoduanshuidehaiwaiyuanzheng，jiubixuzhongshijianggushidenengli。

sheigengnengtongguoxushijiangchanpinhewenhua、lishi、shenghuofangshiqiangkunbang；sheigengnengrangrenbuzaiweichanpinbenshenmaidan，ershixinganqingyuanweichanpinsuodaibiaodeneironghekouganmaidan，jiunengzhanjugenggaolirundeshichang。

xingchuanzhizaociqian《maotaichuhai》zhongxieguo——weishenmemaotaizuoweishechipindechuhaizhilubugoushunchang？

congdingjia、gongxutezhengdengduogejiaodukan，maotaidouyijingwuxianjiejinshechipindebenzhi。

danruguoshuohaiwaitongxingbimaotaiyoushenme“youshi”，neijiushigushijiachenghouzhangqijialaicongbuxinxu。

biruweishijideyuanliaoshijiagegengdiliande“jiaomu、damai、shui”。bingqieniangzhiguochenghaiburubaijiufuza。danbufangairiben2005nianfashoujia7000meiyuandexianliangbanshanqi50nian，zai2018nianyi34wanmeiyuanpaimaichengjiao。ribenweishijidepaiziyidujiuzheimeliqilaile。zouchuribendejiyouweishijishanqi，youyouqingjiutaji。

gaoduanjudesumingshiquanqiuhua。ershenglishuyuzuihuijianggushideren。

muqianvoss，balishuidenggaoduanshuiwanjiazaizhongguoshichangdexiaoliangrengzaizengzhang。

尾声

yinyongshuizheimenshengyiweilaihaihuiyoulianggequshi。

一是纯净水更卷。

nongfushanquanhehuarunyibaomuqianwenjuguoneibaozhuangyinyongshuideqianliangwei。qianzheyitianranshuichanpinchengbashichang，houzhezeshichunjingshuidetoubajiaoyi。

wulunchuangshirenruhebiaoshi“chunjingshuiburutianranshui”，dannongfushanquanzhongqichunjingshuidejudongrengranjianzhichunjingshuishichangdepangdaxuqiuhejichuzengliang。

yifangmian，yinyongshuiderenjunxiaofeiliangzaishangzhang：genjuouruiguojishujutongji，woguorenjunbaozhuangshuixiaofeiliangwei34sheng/ren，chuyujiaodishuiping，duibiaofadaguojiabaozhuangshuishentoulvlaikan，weilaiwoguozhenggexingyejubeigaozengzhangdeluoji，ruguoyi2021—2025nianfuhenianjunzengzhanglv3.1%laijisuan，yuji2025nianwoguobaozhuangshuirenjunxiaofeiliangjiangdadao45.8sheng/ren。

lingyifangmian，jiagegengweibianyidechunjingshuiyongyougengduoxiaofeizhe。2023nianguoneibaozhuangchunjingshuidexiaoshouzhandaobaozhuangyinyongshuishichang56.1%。

jiranyouzheimedadeshichangfene，shengchanchengbenyoumingxiandiyutianranshui，nongfushanquanyouqihuiqingyicuoguozheikuaiyourendedangao。

二是渠道特别化。

chuletongguomeitidebaozhuangxuanchuanjiguanggaoshentou，youxiepinpaitongguoteshuqudaodezhuangong，tegong，dujiagongying，yenengzaiqiangshouruyundebaozhuangyinyongshuiwutaishangzhanyoubuxiaodeyixizhidi。biruxizangshuiziyuan（01115.hk）qixiaxizang5100kuangquanshui，pingjiezhongtiexitongcaigoudingdan，jiumosuochuleyitaodujiamoshi。

2011nian，zaizhongguogaoduandekuangquanshuishichang，xizang5100kuangquanshuijiuyiyongyoule28.5%deshichangfene。qizhong，zhongtiekuaiyuncaigoujinezhanbigao。houlai，gongsijiangzheizhongmoshifuzhidaozhongshihua、zhongguoyouzheng、zhongguohangkongdengzhongduojigoukehushang，shouhuoshenfeng。

zhihou，zaidongbeiqiaoranjueqidequanyangquan（600189.sh），tongyangmodaolezheigemendao。

tamentongguoyuzhongshihuayijiesheliheziqiye，suodinglepangdadexiaoshouqudao。dangran，haiyouhenduobaozhuangyinyongshuidepinpai，jiezhumugongsiqiangyoulidebeijing，qiangzhanletongchangdequdao。biru，vossguochanbanguishuyuzhongguohongniumugongsihuabinkuaixiaopinjituan；yingjiashanquanshianhuibaijiujutouyingjiajituanquanzizigongsidechanpin；bamayihaobeihoushicuyinliaolongtoutiandiyihao；encitianrankuangquanshuiyoujunyaojiankangtouzi；shennongxikuangquanshuibeihouzhanzhewuhanshuiwujituan；yunnanshanquanbeiquechaokonggu10nian，houlaiquechaojiangqijiajileqingdaopijiu。

qiangxianzhanjuyoushiweizhi，xunzhaodaoshilixionghoudekaoshan，wuyiyeshiyinyongshuiqiyenenggouzuodazuoqiangdefangfazhiyi。