The time of water and wood: The dream of pioneering in mineral water

"Mineral water, I like the gas-free kind." "One of the members of the Miujie is leaning his head, holding a blue drink bottle, a round face, a sly smile, a more than 30-year-old man who looks like a naughty boy." In the twinkling of an eye he was serious: "We want to turn the water and wood into a way of life that permeates people's lives." Listening to music is a way of life, so is drinking water. "This is the establishment of nearly 10 years, several changes in the band will soon launch the" Water Age "brand series of drinks. Miujie holding the drink, it is they and brokers Chi Yanjun jointly set up the water Mu Jing Food Company (hereinafter called "Shumuji World") one of the main products-soda-type natural mineral water. [Page] market segments and details Shumuji the door of the world's logo, a "water" word, was painted a dove of the shape of the mouth with an olive branch. The showcase is full of products, of which soda-type natural mineral water and gas-filled mineral spring soda are packed in deep blue plastic bottles that are very textured: "Natural drink" series of drinks have two flavors, the packaging bottles are square, each bottle has two sides of Miujie and the band of another member of the Lu Geng photo, "two bottles of drinks together,　　Can spell a complete water and wood years. The company's style is simple, all the details can be revealed in the water and wood time and Chi Yanjun intentions, not as people think so-star on the glitz hook. But they do not just these superficial kungfu, for the beverage market, three people have already been fully investigated.　　In the current bottled water market, Wahaha, farmers Spring, Master Kang, robust and other brands have pure water and natural water most of the market share, while Shumuji chose the natural small molecular structure, rich in trace elements of soda-type mineral water as the main product, just can avoid competitors, occupy market segments. According to Chi Yanjun as general manager, Shumuji Drink water source from Ssangyong Gorge, is only one by one through the National Bureau of Technical Supervision certified natural soda Springs.　　This is the three people in 2008 to visit there accidentally found, and then quickly acquired the local processing plants, occupy scarce resources, to create a competitive trump card. To protect the water's valuable activity, soda-type natural mineral water and gas-bearing mineral springs use the rare Blue Bottle packaging available on the market. This brings a lot of trouble: there is no similar packaging in China, in order to ensure safety, bottle body plastic to use foreign production technology, and alkaline soda mineral water will be in the dark bottle left traces, so after filling also need a lot of water to wash the bottle, blow dry.　　In Chi Yanjun's words, this is "for the pursuit of quality." The birth of a "natural drink" series of beverages is also difficult. French spearmint and Oregon maple taste is very special, large-scale production of the total in the laboratory taste is biased, in order to achieve the best taste, light seasoning will take more than two years, the company members over and over the blind test. Lu Geng thought the dessert was good, but it was rejected because the sweet drink didn't fit the concept of "natural drink".。　　These two flavors of special "natural drink" also in carbonated beverages, tea drinks, fruit and vegetable juice, milk drinks and functional drinks, such as many of the breakdown of the squeeze to find their own blue ocean. Chi Yanjun to talk about the company's performance is quite emboldened: "No advertising, the factory has been busy, this year's profit is no problem." "In March at the National Spring Sugar Cocktail party in Chengdu, the new company has just come on the market to get more than 1,000 million orders." [Page] Shumuji general manager Chi Yanjun Health image and "Iron triangle" "No other drink can be called water Tsinghua." "Talking about the" water in the wood in the water in Tsinghua, "the slogan, Miujie confident," it is irreplaceable. "　　"A board of directors, he was inspired by the" fighter in the mobile phone, brainwave come up with this sentence, "Tsinghua" the "Qing expensive gorgeous" meaning just highlights the positioning of the product, but also point out the LU, Miu Tsinghua background. The popularity of the "water and wood age" band reinforces the advertising effect. Unlike the simple endorsement of the product, the "water and Wood years" series of drinks by their own investment and development, products and spokesmen in one, two healthy public image and social influence, to help the company save a large amount of advertising fees. In the performing arts industry, just do not have the gossip this one has given Chi Yanjun a difficult problem, "no gossip is difficult to stir fire". But they insist to stay away from these hype, "the entertainment circle is sometimes too quick, the water for the long time to have water in order to achieve the ultimate goal." "Although just started, but the efforts of three people have achieved results." "Natural Drink" series of audiences and water wood years of fan groups coincide, and soda target customers are mainly white-collar workers, they are rich in knowledge, fashion, internationalization, focus on health, with a certain economic strength. Chi Yanjun that "the good image of the water and wood years is a solid foundation for brand promotion." "The three people who have known each other for six years have maintained a very good relationship, claiming to be" iron triangle "," like brothers, have no words to talk about. " "Chi Yanjun said. Such feelings are the result of years of running-in.　　Three people to discuss music together, to go to the hundred generations of records touched nails, together to Jiangyin to see Miujie's ancestral house, together through the most difficult days, and now start a business together. Just beginning cooperation, Miujie to Chi Yanjun also have a grudge: "He does not understand this line, reliable?" "Later co-operation, there are often differences of opinion. "A few years ago, people said I was dressed like an entertainer, and they were like brokers. "Wood time too casual and simple style has made Chi Yanjun headache unceasingly, and Miujie also want to expose his guilt:" Angry, don't wait for me to finish to hang up the phone! But the contradictions of the three are easy to solve. "Vote on something important, 2:1, and it always stays the same. "The important thing is that three people have a common goal, and whatever they do, they are working in one Direction," Chi Yanjun said. Chi Yanjun revealed that the product will soon be officially listed in Beijing, water and Wood will be held in Peking University concerts, but also organized cycling team with drinks to the streets to promote. Already together "Iron triangle"Can you sell your drinks as" Platinum sales "like an album? Referring to the future development of Shumuji, Chi Yanjun cautious: "We do not eat a fat, everything needs a process." [Page] starting from music 1. Shumuji was founded in 2008, and Lu Geng and Miujie's entrepreneurial road, dating back to 2002, two people to form a new lineup of water and wood age band. At that time, Li Jian left the age of water and wood, Miujie resigned from the position of IBM Project Manager to join. Personnel changes, no stable income, not enough knowledge of the industry, the general entrepreneur encountered problems, the "new" band A lot. "There was a train to perform and a deck of cards to get on the bus." Miujie again began to smile, "very difficult, but not frustrated." "2. The following year, the two people are still engaged in foreign trade business Chi Yanjun." At that time the water wood years change the broker, for this headache unceasingly, the band's popularity is not high. Difficulties, they and not familiar with the showbiz Chi Yanjun began to cooperate.　　After that, the people stabilized the water and wood age towards "Asia's most humane characteristics of the combination" and efforts, Lu Geng and Miujie painstaking creation, Chi Yanjun is a step by step familiar with the industry, establish relations, gradually, "to perform when also sat on the plane, then first class, and the assistant." 3. Water and wood in the Chi Yanjun with the help of the promotion, from the campus singer into the community. 2003, water wood with the creation of Cultural Development Co., Ltd. (hereinafter referred to as "water wood with the creation"), the water and Wood became the first signing artists.　　At present, three people have the most shares of water wood, committed to the promotion of original music, signed the Wang Yu, Gao, red bands and other groups of artists, operating in good condition. 4. In recent years, star entrepreneurship has become a trend, some people open restaurants, bars, cafes, someone to run a studio, performing arts schools, and some people to launch their own clothing brand, but the idea of the three people look a little different, they want to "water and wood years" to create a diversified brand, the future will have a rich product line group. Drink business, as early as 2003 when the three people to discuss cooperation has been consulted.