Following football and cultural industry, Evergrande who started up with real estate begins, once again, to enter into another industry, that is, fast moving consumer goods(FMCG). On November 10, the day after wining champion of AFC Champions League, Evergrande Group announced the promotion of a high-end mineral water product, namely, natural mineral water from Changbai Mountain of “Evergrade Spring”.
Covering China by virtue of advantage on real estate
In the morning of the same day, leaders of Jilin Province, Evergrande Group and Evergrande Mineral Water Group attended the release conference, and unveiled mysteries about Evergrande Spring together. Also, on site, the organizers held employment ceremony of Evergrande Spring’s global promotion ambassador, a post took by Lippi, coach of Guangzhou Evergrande football team and president of Evergrande football school, Lang Ping, head coach of Chinese women volleyball team and coach of Guangdong Evergrande volleyball club, Figo, former FIFA world player, and Hierro, captain of both the Spanish team and Real Madrid, among which, Lippi and Lang Ping enjoy reputation in their realm all over the world, and both of them belong to coach of world champion level, while Figo and Hierro are superstar of Real Madrid, they’ve gain numerous honors as champion, this time, in taking the post of global promotion ambassador, they perfectly illustrate the character of Evergrande Spring which upholds health.
It’s introduced that, Evergrande Spring originates from natural deep spring of Changbai Mountain, and is one of three golden water sources in the world. And this deep mineral spring is honed by underground deep volcanic rock of thousand years, circulation, adsorption and leaching for hundred years before coming into being, and it belongs to precious and rare cold spring of volcanic rock. Regarding the preparation process, Evergrande Spring is directly extracted from deep volcanic rock, produced by filling and without air contact, which fully guarantees its quality.
Tested by Fresenius of Germany, an accrediting body of authority in the world, Evergrande Spring is near to world famous mineral water brand in terms of tasting and quality, and some indexes of it is even superior. And pH value of Evergrande Spring ranges from 7.25 to 7.8; it is of a natural weak alkaline, and rich in such over 20 macro and trace elements as selenium and strontium which are beneficial to human body; its slogan is as follows: drink every day, good for health.
In respect of production mode, Evergrande Spring has been adhering to the mode of “Supply the world from one water source”, which guarantees that each drop of water comes from Changbai Mountain, as well as adhering to meager profit mode of “high quality and reasonable price”, so as to provide the general public with safe and healthy natural mineral water, fundamentally change the sub-health state of modern people, and improve national physique comprehensively.
And regarding the sales mode, Evergrande Spring will make use of its advantage in realm of real estate where national pattern has been laid, establishing direct wholesale point in over 200 property projects scattered over more than 130 cities of China; mainly focusing on terminal direct channel and modern channel, supplemented by special channel and distributor channel, so as to construct a stereo marketing network, and provide customer with a more comprehensive afters-sales tracking service, which is of distinct competitive advantage.
Create An Empire of Million Tons of Mineral Water
Water source of Evergrande Spring lies in Silver Dragon of Changbai Mountain, and it, together with the Alps in Europe and the Caucasus in Russia, are recognized as three golden water source in the world, conforming to mineral water quality standard of EU, which is strictest in the world. At the same time, Evergrande Spring contains multiple mineral elements that are necessary to human body and is of natural weak alkaline, having health care effect on heart disease, high blood pressure, arteriosclerosis, nerve function disorder, and so on, and being beneficial for maintaining normal osmotic pressure and acid-base balance.
Evergrande Group is the largest enterprise of real estate in China and has the largest group of homeowners, and its proprietary high quality and safe mineral water has the widest and most far-reaching influence. The release of Evergrande Spring is consistent with Evergrande Group’s concept of “Property For People’s Livelihood”, which embodies its strong social responsibility. Meanwhile, Evergrande also adheres to the mode of “Supple China from one water source” and “high quality and reasonable price”, thus guaranteeing that people can enjoy high quality Evergrande Spring of reasonable price.
People pay more attention to quality of life as the living standard increases. Evergrande Spring arouses Chinese people’s attention of healthy water leading more of them to drink high quality natural mineral water, and which improves national physique comprehensively.
Different from other mineral water companies who sell water only, Evergrande Spring creates a diversified service platform of stereo marketing channel by virtue of its platform of characteristic industry real estate, satisfying consumers’ demands from all aspects, and having set up national service hotline and periodic customer satisfaction feedback mechanism with purpose of increasing product reputation and providing service in a faster way.
Evergrande Spring will be mainly based on terminal direct channel and modern channel, supplemented by special channel and distributor channel, and out of these four channels constructs a stereo marketing network. And Evergrande Group is considering to build an unique drinking water system, which will incorporate Evergrande natural mineral water into property community system, making it a bright spot of Evergrande property, so as to increase the added value.
Currently, Evergrande Spring has set up retail store for displaying product in over 130 cities of China, 200 projects, Evergrande hotel, studio and health club, and so on, located at different districts, also, online mall of “Evergrande Spring”is to be opened, a measure which will not only makes sales channel of Evergrande Spring more stereo, but provides consumer with comprehensive customer tracking service.
Smooth sales channel makes more people to be available of healthy water of Evergrande Spring, while high quality customer service improves user experience; Evergrande Spring devotes to creating an empire of million tons of mineral water and serving people’s livelihood to a possible extent, a measure that requires the backup of strong economic strength.
Evergrande Group is listed in Hong Kong, and it is an extra large group featuring commerce, hotel, sports and cultural industry. Its total assets is about 300 billion yuan, and it has over 40,000 staff. Evergrande Group has over 260 large scale projects in more than 140 major cities of China, and has been ranked no.1 in respect of land reserve for three successive years, space under construction and sales area, in China, also, its sales amount has always been among top three. The sales amount in 2012 is 92.3 billion yuan, has paid tax of 13.5 billion yuan to the state and created 420,000 jobs, while in the first of 2013, the sales amount is 41.95 billion yuan, being no.1 in China; and throughout the whole year of 2013, Evergrande is confident in realizing the goal of getting over hundred billion sales amount.
Evergrande is determined to become an international leading enterprise, in 2020, where the scale is largest, team is most excellent, management is best, culture is deepest and brand is most well-known.
(Journalist:Wang Songcai)