Young people represent a major consumer group in the beverage industry, for beverage enterprises who deliver on young people’ consumption demands and win their hearts are able to sing all the way across the market. Nongfu Spring is a good example in this part. It is willing to leave the commutation work with young consumer group to young people themselves, which can be seen from its IP sponsorship, some new forms of advertising as well as product research and development. Nongfu Spring holds that only young people best understand the demands of their peer group.

This can be reflected in variety shows sponsored by Nongfu Spring. It has increased its brand's influence in the new generation of consumer groups by endorsing the variety shows that are sought-after by young people, such as The Rap of China and Idol Producer. But what really makes Nongfu Spring a big hitter in social circle is the crossover collaborations and bottle marketing of recent years.

For instance, Nongfu Spring struck an instant chord with Netease Cloud Music, who is striving to make a breakthrough in marketing, and jointly launched limited edition Music Review Bottle. Nongfu Spring selected 30 user reviews and printed them on 400 million bottles of natural drinking water. Each bottle of water had its own music and story and was sold publicly in 69 cities across the nation. Many netizens exclaimed: drink water, shed tears. Nongfu Spring is resonated with countless people and interprets how to sell products through emotional copywriting. It is with such marketing creativity that Nongfu spring becomes a hot topic among young people and infuses trendy and fashion features into its brand connotation. Nongfu Spring learns all about young people through these lyrics. And in the eyes of consumers, Nongfu Spring is no longer just a bottle of water, but a "friend" rich in story contents, historical connotations and with a fashion taste.

With the annually lunched "Zodiac Bottle" and the marketing strategy of "Cost free and no sale", Nongfu Spring has further strengthened its "big hitter among social circle" attribute in young people's minds. Every year when the Spring Festival is coming, Nongfu Spring will add new year elements to the bottle body and combine it with the Chinese Zodiac culture and the customs of sending gifts for good luck to create a taste of Spring Festival between the brand and consumers. The 12 zodiacal animals represent a part of Chinese folk culture with historical accumulation and is closely related to people's life. People are familiar with the Chinese zodiac because everyone is born with a zodiac sign. Besides, the Chinese zodiac is often associated with the coming of the new year. Nongfu Spring adopts such popular folk culture that is closely connected with people’s everyday life as the source of inspiration for the Limited Edition Bottle of New Year. In a deeper sense, it makes good use of cultural heritage and fulfil the purpose of narrowing communication gap with consumers.

From these we can see that Nongfu Spring is not only an expert in crossover marketing, but also a a good storyteller. What Nongfu Spring has been committed to is the persistence to product quality and adherence to brand reputation, and goes deep into the spread of brand values.