Launching Ceremony For “Crazy Code”of Evergrande Spring’s One Code For One Bottle

Liu Yongzhuo, vice president of Evergrande Spring, Representative of Alibaba and Fan Bingbing Jointly Initiate QR

   On December 26, launching ceremony for “Crazy Code”of Evergrande Spring’s one code for one bottle is held simultaneously in Guangzhou, Beijing, Chengdu and Zhengzhou. Spokesperson of Evergrande Spring, Fan Bingbing, “Queen of Spring”showed up in Guangzhou, and jointly initiated Evergrande Spring QR together with Liu Yongzhuo, vice-president of Evergrande Group. Industry realizes that, winter is the period of slack sales in drinking water industry, whereas Evergrande Spring acts in a diametrically opposite way: large scale and off-season major movement of strong marketing is beyond all expectations, which sets the tone fro Evergrande Spring’s promotion in 2015.

“Queen of Spring”Sponsors Evergrande Spring In its Initiation of “One Code For One Bottle”

It is introduced that, before “One Code for One Bottle”of Evergrande Spring came into the market, 800 “Flash”activities has been held in 40 cities beforehand, creating topic of hunting “Small Mr. Code”down the city, which rapidly denotes social hot spot. On December 26, four cities initiated launching ceremony for “Crazy Code”of Evergrande Spring’s one code for one bottle in linkage; Fan Bingbing,“Queen of Spring”, showed up on the site of activity in Guangzhou, and “Small Mr. Code”, mascot of Evergrande Spring’s “One Code for One Bottle”sent Fan Bingbing crystal QR and rose representing “One Code For One Bottle”. Fan Bingbing suggested that, water is very important to the health and beauty of human body: mineral water having exclusive QR and can be traced is more reliable.

After lighting up brand zone of Evergrande Spring’s “One Code For One Bottle”, Liu Yongzhuo, vice-president of Evergrande Spring sent Fan Bingbing the first coded Evergrande Spring, and invited her to open the cap and scan the code. By scanning QR inside the bottle with Taobao client, detailed production information such as water source, identity no. and batch of Evergrande Spring held in the hands of Fan Bingbing are showed on the large screen. Towards this, Fan Bingbing suggested that this is very useful, as it can help us clearly know the Evergrande Spring we drink, and become comfortable with it.

Identity True Evergrande Spring With QR Tracing Technology

In the industry of drinking water package, dispute about water source, quality and standard has existed for a long time, and consumer does not get enough knowledge of water source information of the product. In firstly applying QR quality tracing and security system domestically, it assigns each bottle of Evergrande Spring with an unique and encrypted QR, thus truly making information such as production detail, source of raw material and batch visible, realizing completely transparency of product quality, and guaranteeing consumers’ confidence in buying it.

QR is not only the identity of each bottle of Evergrande Spring, but also a kind of data format that can be read by normal intelligent mobile phone, and by combining with mobile phone app and background service, it can realize function of quality tracing and security. In taking advantage of the large information capacity of QR, Evergrande Spring QR is incorporated with random key encryption mechanism: true Evergrande Spring QR is only proved through password authentication of back-end database. The combination of QR and back-end data makes encryption more flexible, and continuously increase the security of QR identification through continuous upgrading of key version.

Quality Control of Water Source Is Upgraded Once More

It is introduced that, water source of Evergrande Spring lies in Jingyu water source protection zone of Changbai Mountain natural mineral water, being one of the few mineral water ecological environments that have not been polluted in the world. Evergrande Spring originates from natural and deep spring in virgin forest of Changbai Mountain, and it has been honed, circulated, absorbed and leached by underground deep volcanic rock for a long time, falling into the category of precious and rare cold spring of volcanic rock.

At the same time, Evergrande Spring has built its factory in a place away from water source; main equipment of its production line are imported from Germany, and water-extraction, purification, bottle-blowing, bottle-labeling, package, stacking and quality control, and so on, are of the most advanced technology in the world; it adopts fully closed stainless steel pipe to drain natural mineral water on the basis where basic character and main ingredients of pure and natural mineral water are not to be changed, and this is done fully closed and direct from water source, which not only avoids secondary pollution, but also strictly guarantees that water quality won’t be affected by external factors. Currently, the factory has fully initiated “Quality tracing and security system” in its production; Evergrande Spring upgrades quality control based on QR tracing technology.

Having Become An Leading Brand In High and Middle-end Water

According to data of AC Nelson, bottled water industry of our country has entered into the stage of steady growth, ranking at the forefront of various kinds of beverage with about 20% market share. With the ever-rising cost of market operation and increasingly fierce competition, Chinese bottled drinking water industry has entered into a new stage. Industry realizes that, as all manufacturers of big brand continuously make efforts, and Chinese consumers strengthening their awareness of safe and health consumption, the whole drinking water market of China is rightly developing along a healthy road.

  As of December of this year, sales share of mineral water increases rapidly(has increased by 30% comparing to January), whereas that of purified water, natural water and mineralized water have decreased significantly. According to data of AC Nelson, sales share of high and mid-end water in China has increased by as much as 91%. As an upstart in the field of mineral water, Evergrande Spring has gained rapid development in national packaged water market; as of November of this year, sales share of Evergrande Spring, in the process of rapid expansion, amounts to 78.8%, having become a leading brand in high and middle-end water.

(Text: Liu Yong   Editor: Rao Dan)