Unlock volcanic natural mineral water, Yili enters the natural mineral water market!

High-quality water-forming air outlet

High-quality water-forming air outlet

Yili enters the natural mineral water market

Yili enters the natural mineral water market

In the context of consumption upgrades, consumers' demand standards for water categories continue to increase.

From basic water supplement needs to the pursuit of quality connotations, competition in the bottled water industry is focusing on the natural mineral water market.

Natural mineral water has gradually become the first choice of healthy drinking water for global consumers by virtue of the product strength of "natural, nutritious, pollution-free and green".

In Western countries, especially developed countries in Europe and America, the penetration rate of bottled natural mineral water reached more than 80% more than ten years ago.

Drinking natural mineral water has become a life habit, and the annual per capita consumption in my country is less than 2L.
(Data source: European Bottled Water Federation EFBW)

According to the Frost & Sullivan report, the retail sales of natural mineral water in my country in 2019 was 15.

5 billion yuan, and the compound annual growth rate from 2014 to 2019 was 19.
0%.
The growth rate ranked among the four categories of packaged drinking water.
second.

In addition, 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.
(Data source: Sullivan Report)

It can be seen that with the upgrading of consumption, national drinking water demand is also in the upgrading stage and is showing a rapid upward trend.

Consumers' drinking water choices are gradually developing in the direction of high-quality natural mineral water.

In order to allow more consumers to enjoy the benefits of natural mineral water and the healthy life it brings, Yili aims at the health needs of consumers, differentiates its layout in the natural mineral water market, and launches another brand masterpiece-"Yike Huoquan Volcano Natural "Mineral water", create a new category of natural mineral water, "volcanic natural mineral water", and is committed to leading a new era of healthy drinking water.

Volcanic natural mineral water, breaking the barriers to homogeneity

Volcanic natural mineral water, breaking the barriers to homogeneity

In the current market environment, the popularization of related category education knowledge in the bottled water industry is far from enough, and there are still differences in Chinese consumers' perception of natural mineral water.

Category education related to natural drinking water and purified water is immature, and consumers can’t tell the difference between various types of bottled water.

Most consumers think that bottled water is mineral water or pure water.

However, not all bottled water is natural mineral water.

In such a bottled water market that lacks relevant category education, how to guide consumers to accurately and clearly understand what is truly good natural mineral water, so as to stand out in the numerous bottled water market, is what brand owners need to think about problem.

At this time, Yili launched the natural mineral water brand "Yike Huoquan", with the advantage of natural and rare volcanic rock geological water source as a barrier to create a new category of volcanic natural mineral water, with differentiated positioning, and dedicated to consumers Bring a bottle of truly high-quality natural mineral water, deliver professional bottled water category education to the public with professional quality, and inform consumers of what truly natural mineral water is.

Natural mineral water has high requirements for the method of obtaining it, which needs to be naturally gushing from deep underground or collected by drilling; while natural water comes from mountain springs, wells, reservoirs or lakes; pure water is obtained through mature water treatment and purification processes.

Purified water is prepared by reverse osmosis, ion exchange, distillation and other processes, and most of the impurities are removed.
However, most of the minerals and trace elements in the purified water are inevitably removed manually.
Natural water is water from natural sources such as wells, mountain springs, reservoirs, lakes or mountain glaciers, etc.
, that have not passed through the public water supply system.
However, its mineral content does not meet the requirements of mineral water under the latest national standards.

Compared with natural water and purified water, GB8537-2018 "National Food Safety Standard for Drinking Natural Mineral Water" national standard defines that natural mineral water is a source of water obtained from deep underground rock crevices, and the water source must be issued by the state for drinking natural mineral water Mining permits can only be mined.

Take the natural mineral water of the active spring volcano in Yike as an example.

The active spring in Yike comes from the aquifer under the Jurassic volcanic rock layer.
It penetrates layer by layer and contains natural minerals, trace elements or other beneficial ingredients, which is very different from the market.
Other brands of purified water and natural water on the list.

The precious and scarce nature of natural mineral water also makes it subject to extremely strict control, management and protection.
It also gives natural mineral water a higher added value different from other packaged drinking water categories.
Therefore, the operating threshold is higher, and the retail prices of similar products of natural mineral water in the market are generally higher.

It is worth noting that natural mineral water is a precious mineral resource of the country, and its reserves are scarce.
It is included in the scope of mineral resource management and is strictly controlled, managed and protected by the government.

To obtain mining qualifications, companies need huge investment, rigorous professional approach to rigorous water quality assessment and complex review procedures, which are unmatched by any water type.

As we all know, most of the body's tissues are supported by water, which accounts for about 70% of the body.

As consumers pay more and more attention to health, their requirements for daily drinking water are also increasing, and natural mineral water has been favored by more and more consumers.

According to the "2019 Tmall High-end Water Trend Report", China's high-end households' pursuit of drinking water quality has reached an unprecedented peak, and healthy and safe natural mineral water has won the top spot.

Toward the vent of natural mineral water, Yili differentiated to launch a new concept of "volcanic natural mineral water", inheriting Yili's high-quality genes and leading the era of high-quality healthy drinking water.

Yike active spring volcanic natural mineral water selects the natural and rare Aershan water source.
The volcanic low-temperature active spring water satisfies consumers' pursuit of high-quality natural mineral water, and breaks through the severely homogenized bottled water market.

Unlock high-quality water sources

Unlock high-quality water sources

The secret of volcanic natural mineral water breaking the circle

The secret of volcanic natural mineral water breaking the circle

In fact, for bottled aquatic products, high-quality water sources are regarded as a crucial feature of high-quality water.

The team of Yili "Yike Huoquan" visited the major mineral springs in the country in the early stage, analyzed and recorded water quality, sensory, sustainability, engineering feasibility and other dimensions, and screened more than 100 water sources across the country.
, Field survey and scientific comparison, and finally chose China's natural oxygen bar-Aershan.

Arshan is located at 47°N latitude, and runs through the French Alps, the Russian Caucasus Mountains, and the three major water sources in the world, Arshan, China.
The French Alps is the source of natural mineral water from Evian in France.

Aershan is located in the vast forest hinterland of Daxing'an Mountains, with a forest coverage of more than 95%, far away from humans, and has the certification title of "China's Natural Oxygen Bar".
It is the birthplace of high-quality natural mineral water.

The water of the living spring is still gurgling during the 9-month snow-covered period, allowing the changing of the four seasons, and the water temperature is maintained at 8-9 ℃ throughout the year.
It is formed by natural thawing and filtration of deep underground volcanic rocks, layer by layer infiltration, and a long cycle.
The mineralization is appropriate, the taste is clear and sweet, and the drink is refreshing.

The natural mineral water of Yike active spring volcano, nourished by nature, contains a variety of minerals, metasilicic acid ≥30mg/L and pH value of 7.
0-8.
0.
It is a natural weak alkali "soft" water, suitable for long-term drinking.
It meets the daily mineral needs of the human body.
It is a rare natural "soft" mineral water in bottled water.
The taste is also in line with most people's drinking preferences.

The protection of the water source area of ​​Yi Ke Huo Spring is also in place.
In order to protect the water source, the factory is directly built in the water source area.

Yili Group emphasizes that the factory will be monitored 24 hours a day to ensure that every drop of Yike live spring comes from a strictly controlled and protected water source.

Relying on the outstanding quality and the advantages of water source and geological resources, the natural mineral water of the active spring volcano of Yike successfully broke the circle, was recognized by the authoritative geological magazine "China National Geography", and became the designated water for China's National Geography scientific research.

In addition, the volcanic mineral water from Yi Ke Huoquan also won the Superior Taste Award issued by iTQi (International Taste and Quality Appraisal Institute).

It can be said that Yi Ke Huo Spring is truly rare high-quality natural mineral water.

The launch of volcanic natural mineral water also means that Yili has entered the high-quality natural mineral water subdivision track.
In the post-100 billion era, Yili's vision is not only limited to the dairy industry and the Chinese market, but to promote the common development of multiple categories.

Under the turbulence of the bottled water market, can the natural mineral water of Yi Ke Huoquan Volcano win the right to speak? We will wait and see.

Source: Food Observer

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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