原标题：农夫山泉突然要卖纯净水了，不同于红瓶“天然水”，是绿色瓶装！宣传语沿用“有点甜”

“时至今日，我仍然坚持认为，水中的矿物元素对人体健康是至关重要的，这也是我坚持生产天然水的原因。”距离农夫山泉创始人钟睒睒发布《我与宗老二三事》仅一个多月，农夫山泉就投向纯净水。

4月23日，《每日经济新闻》记者注意到，多名农夫山泉员工突然在微信朋友圈内发布农夫山泉纯净水产品宣介图文，和大家熟悉的红瓶农夫山泉天然水相比，朋友圈宣介图文显示农夫山泉推出的纯净水为550ml绿色瓶装。

根据宣传图，农夫山泉纯净水来自包括千岛湖水下深层、丹江口水下深层、四川峨眉山等在内的十大水源地。宣传语沿用了农夫山泉经典广告语“农夫山泉有点甜”。

农夫山泉员工朋友圈截图

农夫山泉成立于1996年，以包装饮用水业务起家，是我国目前最大的包装饮用水龙头企业。包装饮用水始终是农夫山泉营收贡献占比最大的一个品类。

农夫山泉官网披露，目前农夫山泉旗下一共有8款水类产品，包括饮用天然水、长白雪·天然雪山矿泉水、饮用天然水（适合婴幼儿）、天然矿泉水（含锂型）、饮用天然山泉水（泡茶用）、天然矿泉水（运动盖装）、天然矿泉水（玻璃瓶装）和天然矿泉水（生肖瓶），截至记者发稿，官网尚无纯净水产品更新。据北京商报，农夫山泉纯净水还未在各大电商平台上架，线下门店也未见其身影。多个水站工作人员向北京商报记者表示，店内还没有这款产品，如到货会第一时间通知。

这是农夫山泉时隔24年，再次推出纯净水。1997年，以浙江千岛湖为水源，第一款农夫山泉包装饮用水上市，直到1999年农夫山泉还在生产纯净水。

据财联社4月23日报道，2000年，农夫山泉打出“天然水”概念以和其他公司的“纯净水”作出严格区别，并声称“纯净水就是地下水，天然水就是自然资源中的水”。

当年4月，农夫山泉创始人钟睒睒在千岛湖召开大型新闻发布会。会议上钟睒睒宣布停产纯净水，全部转产天然水后，国内的瓶装水市场才出现了天然饮用水这一新的分类。

目前来看，农夫山泉做纯净水市场也是基于当下的业务考量。

农夫山泉2023年年报数据披露，包装饮用水产品仍是公司业绩来源的基本盘，2023年农夫山泉包装饮用水产品录得全年收益202.62亿元，较2022年增长10.9%，占2023年总收益的47.5%。在整个营收结构中，这是包装饮用水的收入占比首次降到50%以下。

在中国食品产业分析师朱丹蓬看来，农夫山泉需要在天然水外再寻增长点，肯定需要做不同的水种。

据北京商报，农夫山泉相关人士表示，“农夫山泉天然水没变，将继续生产。纯净水也用天然水源，只是过滤形式不同”。

一名接近农夫山泉的人士则向南都湾财社记者表示，生产纯净水或是农夫山泉“希望给消费者一个选择”。

农夫山泉员工朋友圈截图

君智战略咨询行业部总经理陈方超对北京商报记者表示，“普通消费者认知中并未明确区分矿泉水、天然水或纯净水，在终端对各类瓶装水统称矿泉水。此时，农夫山泉因认知瓶装水大品牌，拓展纯净水业务在认知端存在可行性。以品牌优势推出质价比更高的纯净水，在产品线上形成更好的多品类多价格带的竞争协同。推出纯净水，有利于缓解集团饮用水业务下滑趋势，为投资人、经销商注入新业务带来信心，从而进一步做大饮用水业务”。

4月23日，就农夫山泉纯净水产品的定价、渠道和市场供应方面等问题，《每日经济新闻》记者向农夫山泉方面求证，但尚未获得有效信息。

来源：每日经济新闻综合自每经app（记者：叶晓丹）、北京商报、财联社、南都湾财社

责任编辑：朱鹏英 UN603

新闻译文：

Original title: Nongfu Spring is suddenly selling purified water, different from the red bottle of "natural water", it is packaged in green bottles! The promotional slogan continues to use "a bit sweet"

"To this day, I still insist that mineral elements in water are crucial to human health, which is why I insist on producing natural water." Just over a month after the founder of Nongfu Spring, Zhong Gui, released "Me and Zonglao Er San Shi", Nongfu Spring turned to purified water.

On April 23rd, a reporter from the Daily economic News noticed that several employees of Nongfu Spring suddenly posted promotional images and texts on their WeChat Moments. Compared with the familiar red bottle of Nongfu Spring natural water, the promotional images and texts on their WeChat Moments showed that Nongfu Spring's purified water was in 550ml green bottles.

According to the promotional image, Nongfu Spring's purified water comes from ten major water sources, including the deep underwater layers of Qiandao Lake, Danjiangkou, and Emei Mountain in Sichuan. The promotional slogan follows the classic slogan "Nongfu Spring is a bit sweet" from Nongfu Spring.

Screenshot of Nongfu Spring Employee Moments

Nongfu Spring was founded in 1996 and started its business in packaged drinking water. It is currently the largest packaged drinking water faucet enterprise in China. Packaged drinking water has always been the category that contributes the most to the revenue of Nongfu Spring.

According to the official website of Nongfu Spring, there are currently a total of 8 water products under Nongfu Spring, including drinking natural water, Changbai Snow · Natural Snow Mountain Mineral Water, drinking natural water (suitable for infants and young children), natural mineral water (containing lithium type), drinking natural mineral water (for brewing tea), natural mineral water (sports cap packaging), natural mineral water (glass bottle packaging), and natural mineral water (Xiao Xiao bottle). As of the reporter's press release, there is no update on the official website for purified water products. according to Beijing Business Daily, Nongfu Spring Pure Water has not yet been listed on major e-commerce platforms, and its presence has not been seen in offline stores. Multiple water station staff have told Beijing Business Daily reporters that this product is not yet available in the store, and they will notify us as soon as it arrives.

This is Nongfu Spring, after 24 years, once again introducing purified water. In 1997, the first Nongfu Spring packaged drinking water was launched using Qiandao Lake in Zhejiang Province as the water source. Until 1999, Nongfu Spring was still producing purified water.

According to a report by Caixin News agency on April 23, in 2000, Nongfu Spring introduced the concept of "natural water" to distinguish it strictly from other companies' "pure water", and claimed that "pure water is groundwater, and natural water is water in natural resources.".

In April of that year, the founder of Nongfu Spring, Zhong Gui, held a large-scale press conference at Qiandao Lake. At the meeting, Zhong Ting announced the cessation of production of purified water and the complete conversion to natural water, which led to the emergence of a new classification of natural drinking water in the domestic bottled water market.

At present, Nongfu Spring's pure water market is also based on current business considerations.

According to the 2023 annual report data of Nongfu Spring, packaged drinking water products are still the basic source of the company's performance. In 2023, Nongfu Spring's packaged drinking water products recorded an annual revenue of 20.262 billion yuan, an increase of 10.9% compared to 2022, accounting for 47.5% of the total revenue in 2023. In the entire revenue structure, this is the first time that the proportion of packaged drinking water revenue has decreased to below 50%.

In the view of Chinese food industry analyst Zhu Danpeng, Nongfu Spring needs to find growth points beyond natural water and definitely needs to produce different types of water.

According to Beijing Business Daily, a person related to Nongfu Spring stated that "the natural water of Nongfu Spring has not changed and will continue to be produced. Pure water is also sourced from natural sources, but the filtration form is different.".

A person close to Nongfu Spring told Nandouwan Finance News that producing purified water or Nongfu Spring "hopes to give consumers a choice.".

Screenshot of Nongfu Spring Employee Moments

Chen Fangchao, general manager of the Industry department of Junzhi Strategic Consulting, told Beijing Business Daily reporters that "ordinary consumers do not clearly distinguish between mineral water, natural water, or purified water in their cognition, and all types of bottled water are collectively referred to as mineral water at the end. At this time, Nongfu Spring has feasibility in expanding its purified water business on the cognitive end due to its recognition of the big brand of bottled water. By launching purified water with a higher quality to price ratio based on brand advantages, a better multi category and multi price band competitive synergy is formed on the product line. Launching purified water is conducive to alleviating the downward trend of the group's drinking water business, injecting confidence into new business for investors and distributors, and further expanding its drinking water business.".

On April 23rd, a reporter from the Daily Economic News sought confirmation from Nongfu Spring regarding pricing, channels, and market supply of purified water products, but has not yet obtained valid information.

Source: Daily Economic News Comprehensive From Meijing App (Reporter: Ye Xiaodan), Beijing Business Daily, Cailian Press, Nanduwan Caishe

Editor in charge: Zhu Pengying UN603

重点词汇

• 山泉 mountain spring

• 不同于 differ in ; deffer from ; be different from ; differentiate from

• 天然水 natural water

• 时至今日 Today ; even to this day ; at this late hour ; up to this day ; at the present time

• 坚持认为 insist that ; insist on

• 元素对 element pair

• 人体健康 HUMAN HEALTH ; health outcome

• 经济新闻 Economic News ; Nikkei ; Business News ; Cycle-proof regulation

• 注意到 have noticed ; have paid attention ; give heed to ; perceive ; notice ; observe ; 

• 水产品 aquatic product

句子成分分析：

A person close [to Nongfu Spring] told | Nandouwan Finance News (that producing purified water or Nongfu 

Spring "hopes to) give consumers a choice.".

句子语法结构详解：

(told 为 tell 的过去分词。)

* close 为谓语，采用一般现在时。

* told 为过去分词，作状语。

* Nandouwan 开头为宾语从句，引导词 that 被省略。

* that 为关系代词，引导定语从句。

* producing 为动名词，在句中作主语。

* purified 为谓语，采用一般过去时。

* give 为双宾动词作谓语，采用一般现在时。consumers 为间接宾语，choice 为直接宾语。

* a 为不定冠词。

句子相关词汇解释：

Vocabulary:

person ['pә:sn] n. 1) 人，个人 2) （泛指）人，某人

close [klәuz] vi. 1) 关闭，闭上 2) 关门，关闭（一段时间），不开放

tell [tel] vt. 1) 讲述，说，表达 2) 告诉，告知

finance [fai'næns] n. 1) 金融，财务 2) 资金

news [nju:z] n. 1) 消息，音信 2) 新闻

purify ['pjuәrifai] vt. 1) 使（某物）洁净，净化 2) 洗涤（思想），净化（心灵）

water ['wɔ:tә] n. 1) 水 2) 水域，江河湖海

or [ɔ:] conj. 1) 或，或者，还是 2) 否则，要不然

hope [hәup] n. 1) 希望 2) 希望的东西

give [giv] vt. 1) 给，交给 2) 赠送，赠与，送给

consumer [kәn'sju:mә] n. 消费者，顾客，用户

choice [tʃɔis] n. 1) 选择，抉择 2) 选择权

句子成分分析：

[In April (of that year)], the founder (of Nongfu Spring, <Zhong Gui>,) held a large-scale press conference [at 

Qiandao Lake].

句子语法结构详解：

(held 为 hold 的过去式。)

* Zhong Gui 为同位语

* held 为谓语，采用一般过去时。

* the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Phrase:

press conference 记者招待会；新闻发布会

Vocabulary:

April ['eiprәl] n. 四月

that [ðæt] a. 那(个)

year [jiә] n. 1) 年 2) 一年时间

founder ['faundә] n. （组织、机构等的）创建者，创办者，发起人

hold [hәuld] vt. 1) 举办，进行 2) 拿着，抓住，抱住，托住，夹着,捂住， 按住

large-scale a. 1) 大规模的；大批的；大范围的 2) 按大比例绘制（或制作）的；大比例尺的

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