Nongfu Spring, China’s Top Bottled Water Producer, Partners with Pinduoduo in Digital Transformation Move

Nongfu Spring, China’s top bottled water producer, and leading e-commerce platform Pinduoduo (PDD), on Aug. 11 announced a strategic cooperation to bring consumers a new shopping experience.

As part of the partnership, Nongfu opened an official flagship store on PDD, which features its full lineup of products, while PDD will provide its core resources and have comprehensive cooperation in the fields of research and development, production, live streaming and promotion with Nongfu.

On the day of its launch, Nongfu’s flagship store set the highest sales record for a new store opening on PDD, achieving a single store turnover of 2.8 million yuan ($403,000), including sales of 33,000 orders of its NFC juice series. During the launch period, the flagship store opened a special live streaming session, featuring product recommendations, factory visits, audience interaction and other promotional activities, attracting more than 400,000 viewers.

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Nongfu Spring is a leading company in China’s beverage industry and is committed to bringing consumers a variety of high-quality and innovative beverages. “We always pay attention to changes in the consumer market, whether it is the shift in user tastes or the change in shopping methods,” said Zhou Li, Vice President of Nongfu. “In recent years, the development of PDD has been remarkable, and its user numbers have grown rapidly, providing a new market for many manufacturers. We are willing to cooperate with the platform to provide better products and services for consumers.”

In the future, PDD will explore the production of customized products with Nongfu, based on the consumption patterns and market feedback gleaned from its platform. The two companies will also have an operational technology tie-up to continuously meet consumer demands.

China is one of the world’s biggest markets for bottled water. The country’s thirst for the product is expected to be worth $58 billion this year, and the sector is forecast to expand at a compound annual growth rate of 4.9% through 2023, according to Statista.

According to a report by Frost & Sullivan, a leading global consulting firm, between 2012 and 2019, Nongfu maintained the top market share of packaged drinking water in China for eight consecutive years. Its market share in tea drinks, functional drinks, and juice drinks all ranked among the top three in China in terms of retail sales in 2019.