In the South China drinking water market where the brands such as Nongfu Shanquan, Yibao and Jingtian are in fierce competition, Master Kang, who once topped China’s bottled water industry, quietly won a mineral water company. Today, xiaoshidai learned from the industrial and commercial information that Master Kang beverage investment (China) Co., Ltd. has added a wholly-owned subsidiary: Foshan Gaoming Fushan mineral water Co., Ltd. (hereinafter referred to as “Fushan”), and the legal representative of Fushan has also been changed to Li Zhenyi. Information shows that Li Zhenyi is the legal representative of a number of wholly-owned subsidiaries of Master Kang drinks.
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It is worth mentioning that Fushan’s original “boss” and Master Kang are still very close. According to industrial and commercial information, Fushan was wholly owned by Zhangzhou yilaifu Food Co., Ltd. (hereinafter referred to as: Zhangzhou yilaifu) before it was transferred to Master Kang.
So, what is the origin of Fushan, which enables Master Kang to “transform” and buy from his partner? According to the industrial and commercial data, Fushan was established in 2004, and its business scope includes food production (mineral water, mountain spring water, food packaging, containers, tools and other products) with valid approval certificate, warehousing service (except for dangerous chemicals and precursor chemicals), rental service of movable property equipment and service of loading and unloading labor. In the early stages of development, Fukuyama tried to break into the market segments to make a name for itself. According to two news reports in 2005 of the new express, Fushan first proposed the concept of “earth rock water” in the industry, and launched the mineral water with the main concept in Foshan. At that time, Fushan also proposed to become a “well-known brand in Guangdong Province”. However, there was little news about Fukuyama in the market. Ten years after its establishment, Fukuyama, which did not receive much attention, changed its ownership. Xiaoshidai checked the industrial and commercial data and found that the shareholders of Fushan changed in November 2014. The company’s 2015 annual report shows that its only shareholder is Zhangzhou yilaifu. In 2015, Fushan plans to transfer its natural mineral water mining right to Zhangzhou yilaifu with 500000 yuan, and signed a transfer contract. According to the official website of the Ministry of natural resources, the current mining right holder of the mine is still yilaifu in Zhangzhou, and the validity period is from October 23, 2019 to October 23, 2021.
Interestingly, Master Kang’s brewing process now seems to be very careful. As early as 2016, the government of Genghe town in Gaoming District, where Fushan is located, wrote: “promote Master Kang’s mineral water The construction of newly introduced projects will be started in time. In fact, Master Kang has also had a “high light moment” in China’s drinking water market. In 2007, the strategy of promoting 1 yuan water promoted Master Kang to become the first drinking water producer in the market at that time relying on “mineral water”. However, due to the impact of consumption upgrading and the “standard dispute” in the drinking water industry, Nongfu Shanquan and other enterprises began to “overtake on the curve”. Master Kang now wants to restructure the river and mountain, and has started the layout of multiple price bands for drinking water. Among them, including the launch of 2 yuan of middle end “drink boiled water” and more than 3 yuan of high-end brand “conservation spring”. The company’s sales revenue of bottled water in the first half of the year was 1.542 billion yuan. In the semi annual report of 2020, it proposed that the sales volume of packaged water in the first half of this year accounted for 5.2%, and the category strategy was “focus on affordable water, expand medium price water, and cultivate high-end natural mineral water”. Interestingly, only at the beginning of this year, Master Kang adjusted some bottled water back to the price band of 1 yuan, hoping to promote the growth of mainstream products. Back to the high-end natural mineral water, Master Kang upgraded the packaging of the conservation spring and re launched it in the first half of the year, strengthening the product positioning of “natural, rare and nourishing” to meet the demand of the middle class for natural mineral water. Snack generation noticed that, driven by household consumption during the epidemic period, the sales of 4.5-liter self-contained spring products achieved ultra-high growth.
Fighting “30 billion market”
In recent years, with the competition pattern of other kinds of water becoming more and more clear, mineral water, which is the mainstream product in foreign countries, has become the “last highland” for domestic bottled water competition, that is, the increase of old players and the influx of new players, making China’s mineral water track more lively and crowded. This means that it is not easy to simply cut into the mineral water category and eat the “high-end water” cake.
According to the frost Sullivan report, the retail sales of natural mineral water in 2019 is 15.5 billion yuan, and the compound annual growth rate from 2014 to 2019 is 19.0%, ranking the second among the four categories of packaged drinking water.
Frost Sullivan also predicts that the retail sales of natural mineral water will grow to 30 billion yuan by 2024, with a compound annual growth rate of 14.1% from 2019 to 2024.
More importantly, from the time period covered by frost Sullivan data, natural mineral water is the engine driving the growth of packaged drinking water both in the past and in the future.
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