The 19th Guangzhou International Food Exhibition and Imported Food Exhibition (IFE China) will be held in Guangzhou, where nearly 2000 enterprises from 40 countries will participate. It is worth noting that under the general trend of consumption upgrading, high-end food consumption welcomes new opportunities. In order to meet this demand, the 8th Guangzhou International High-end Drinking Water Expo was set up in addition to popular imported food, beverages, alcoholic drinks, cereals, oils, catering materials, etc.
Setting up a single category of exhibition area, the market size of the category, participating enterprises and consumer groups are required. Taking this special high-end water exhibition as an example, it reflects the rapid growth of high-end food consumption market. According to Tianmao’s “White Paper on Water Consumption Trends” published in 2018, China’s drinking water consumption shows a high-end trend. Domestic sales of high-end water lines increased by 27%, much higher than 5% of low-and medium-end water, which has become a powerful engine driving the overall growth of bottled water sales.
Zhang Hao is the head of a high-end water brand. In 2006, he found five springs under the glacier. The water in the springs was filtered through the rocks and contained abundant minerals, so he set up a company to operate related aquatic products. Zhang Hao positioned it in the high-end market and provided it to government agencies, high-end hotels and other supply channels. But the business was not good at first. The expensive price of high-end water did not accord with the ordinary consumers’recognition of water at that time. Brands should choose to cooperate with hotels, high-end catering and other special channels to achieve success, and the market is small. This makes the brand highly dependent on channels and less marketable.
Now, the high-end consumer market has a turning point. In 2018, the per capita disposable income of Chinese residents was 28,228 yuan, 8.7% higher than the nominal growth of the previous year, and the national disposable income increased. China is in the golden period of consumption upgrading. “Now people will be more and more critical of the quality of water, especially after 90,000 consumers, they have different requirements for water. When these people become the main consumers, high-end water will develop greatly in the future.” Zhang Jian said that as the head of a high-end water brand company, he is also an industry observer who has worked for a long time in China’s high-end water field.
But now there is not much room for Zhang Hao and the high-end water market is already quite fierce. In addition to domestic and foreign giants competing to seize the market, a steady stream of overseas companies are also waiting for tickets to the high-end water market. “We hope to reach a large number of high-quality consumers in China by participating in Guangzhou’s high-end water exhibition.” Tony Vesper, the director of NZ Drinks in New Zealand, who participated in Water Expo, a high-end water exhibition in Guangzhou, said that he had brought four different types of high-end water to the exhibition in the hope of displaying his brand and seeking partners through the exhibition.
Zhang Hao decided to seize this opportunity to introduce his brand to the market. Guangzhou International High-end Drinking Water Industry Expo has successfully held seven sessions, accumulated a huge database of purchasers, and has various resources such as domestic and foreign catering industry associations, large-scale supermarkets, top 100 catering enterprises in China, and national star-rated hotel chains. It is an ideal platform for promoting and shaping brand power.
Not only the brand, but also Dr. Michael Massa, a world-renowned natural water connoisseur, is using this platform to develop high-end water industry. Dr. Michael Massa is also the president of the Global Water Association. He has jointly organized four Guangzhou International Water Products Competition with Guangzhou High-end Water Expo, and as one of the judges, he has selected high-quality Chinese and foreign high-end water brands for the industry. “China is an important market for high-quality bottled water brands. The growing middle class and huge consumption capacity create a good environment for high-end water. “Massa explained why he came to China to hold the water product contest.
“We see more and more high-end water coming from new sources such as icebergs, glaciers or rainwater (appearing in the competition), while the trend of flavor water and selected waters continues. ” Massa shares the industry changes that have been observed over the years from the Water Quality Competition. This year, he and the jury from the United States, Argentina, South Korea and other countries will continue to adopt blind measurement method, according to the classification of carbonated mineral water, non-carbonated mineral water, flavor mineral water, through physical and chemical indicators and perceived strength to select high-quality high-end water.
“We hope that the product water contest can make consumers realize that water is not only water, but also provide exposure opportunities for high-quality high-end water, and turn it into the commercial interests of participating in the brand.” Massa introduced his expectations for the Water Products Competition, which is also the hope of all high-end water enterprises. “On June 26-28 this year, we will continue to co-host the fifth Guangzhou International Water Products Competition, hoping to bring more innovative ideas and business opportunities to the high-end water industry. “