Yi Baohong's counterparts to "functional water" concept hype

China Resources Yup Bao, one year after the dispute with Nongfushangquan, broke the news at the Forum on Pure Water Ecology held in recent days and said that the so-called “functional water” that has special effects on the human body currently on the market is mostly hype. Although Chongbo refused to disclose the "hype concept" brand list, but according to the description of Cestbon, the industry still gave a "suspicion list", almost all the functions of a time falling into a public opinion whirlpool, and the person who broke the news is also suspected Trying to gain market share opportunities for their products by overthrowing their peers.

Yibao shelling function water speculation

“Modern medicine believes that women with early gestation and cirrhosis should ban all types of mineral water; patients with kidney disease, heart disease, and hypertension should drink water containing sodium chloride; patients with diarrhea and light-sensitized skin diseases should ban drinking. Hydrogen sulfide-containing mineral water, etc. These taboos for drinking water safety are often submerged in the overwhelming concept of propaganda." This is a public expression of Cestbon's forum.

Yi Bao said that currently sold on the market has a special effect on the human body that is the so-called "functional water" are mostly hype, is the "concept of water." In fact, water is mainly to meet the needs of the human metabolism, water contains trace amounts of The few elements are not enough to assume the human body health functions such as providing trace elements. At the same time, special attention must be paid to the selection of drinking water for these special groups.

Due to the serious domestic water pollution and increased consumer health awareness, coupled with the more convenient use of packaged drinking water, this has led to an increase in demand for packaged drinking water by urban residents in recent years. According to statistics from the National Bureau of Statistics, in 2012, the output of packaged drinking water was 5,562,800 tons, an increase of 16.16% over the same period of the previous year. In 2013, the national packaged drinking water industry completed a cumulative output of 6,651,100 tons, an increase of 13.01% over the same period of last year. With the continuous growth, the concept of packaged drinking water is also increasing.

Refused to disclose the brand involved

Faced with the accusation of Cestbon, most consumers are inevitably wondering which brands are the "functional waters" mentioned by Cestbon's concept of hype. In response to this, Chong Yibao only repeatedly emphasized the "functional water" when interviewed by reporters of Beijing Commercial Daily. 'A lot of the companies that make water in the market use the name of concept marketing to exaggerate the effectiveness of publicity, but in fact it does not have much effect on the human body,' but the specific brand name is not willing to disclose too much.

“There are some bottled water companies on the market that have launched the “functional water” that is known as “functional water” that has a health effect, but most of them use functions to suggest to attract consumers. It is difficult to determine whether or not there is scientific basis.” Experts in food and beverage marketing Xu Xiongjun believes that currently there are mainly three types of drinking water brands that can produce functional water on the market: First, longevity water that declares longevity in water sources, such as Longevity Water in Bama and Quanzhou, is interpreted as a source of water. Located on the hillside of the world's longest-lived town of Bama, there is no pollution, no natural pollution, and a long flowing year. Second, it is a small water molecule that brings more oxygen to human tissue cells, such as Tibet 5100 and Grace Snow. And so on, these brands all said that drinking is beneficial to the absorption of cellular nutrients, speeding up the metabolism, and excreting harmful substances from the body in time. Third, the company itself claims that Jingtian and other space waters that convert water into activated water in a unique way, these products Most of the production methods describe their products as removing various contaminants from the water, but they retain the active oxygen in the water and make the water become activated water and can activate. Cells, enhance immunity and resistance.

For the above-mentioned experts' point of view, a dealer in Jingtian located in Shenzhen merely stated that Jingtian’s space water is pure water and has no knowledge of other effects. The head of the sales department of Bama Lisa said that it is called longevity water because it is located in the longevity town of Bama, where climate and water resources are suitable for longevity. At the same time, the staff of the 5100 Customer Service Department in Tibet explained the functionality of the small molecule water as described above. However, for the basis and standards adopted, all three business people expressed their desire to consult the relevant professional departments such as the company's quality inspection. Due to the statutory holidays, before the release of the Beijing Commercial Daily reporter, the other three responsible companies in the above-mentioned companies and the other two companies of Grameenx and Bama did not give more specific responses.

In addition to these dazzling functional waters, ingredients such as potassium, calcium, magnesium, strontium, sodium, and metasilicic acid are also listed on drinking water packages such as ordinary mineral water.

According to industry insiders, in addition to the claims that the above products have special features, the other feature is "expensive." "Every relationship with the features is relatively expensive, and the same volume of products, the price of ordinary water is only 2 Yuan or so, and 'functional water' is at least 3.5 yuan or more."

Shelling peers Yi Bao intends to grab share?

Regarding the above-mentioned opinion, Jian Aihua, a food industry researcher of China Investment Advisors, said in an interview with a reporter from Beijing Commercial Daily that sodium chloride is the main component of salt, and excessive salt intake can easily lead to various diseases such as hypertension, myocardial infarction, and cancer. Therefore, hypertension patients should limit the amount of salt intake, but it does not mean that sodium chloride is harmful to hypertensive patients, only excessive can cause harm to hypertensive patients, as well as hydrogen sulfide. In fact, many substances can reach a certain amount before they can harm the human body. Therefore, do not blindly refuse or blindly drink.

There are industry views that the increase in consumer health care needs is an important background for the intensive emergence of "functional water." In fact, most current “functional waters” are suspected of being speculative, mainly to cater to consumer demand and avoid fierce competition brought about by homogenization. In this regard, Han Fang, director of the Nutrition Department of Wuhan General Hospital of the Guangzhou Military Region, also stated that most of the functions declared by the functional waters are conceptual hype. In fact, there are no special functions, let alone health effects. In its view, there is no pollution, no toxicity, no harm, no odor, that is, clean, safe is healthy water, or water that contains minerals such as potassium, sodium, calcium, magnesium, etc. Water and so on. "The body must be filled with water, drinking warm water is the best choice."

The draft of the new standard for packaging drinking water was released recently. In the standard terms, the definitions of packaged drinking water, pure drinking water, natural source drinking water, and other drinking water were clearly defined, and raw materials, water quality, and other aspects were unified. National standards. Under the new standard, mineral waters are in danger of being delisted, and more and more water companies are preparing for new benchmarks by adjusting product mix or changing marketing strategies. Affected by this, in the eyes of their peers, this time, Chong Po accuses other companies of the functional waters of hype as merely creating a living space for their own products. "Actually, it is just that we want to say that our own water is good." Another person in charge of the water company commented.

“With the increasing use of functional water names, consumers have already developed suspicion or confidence in the crisis. Products that lack consumer recognition and recognition are unable to obtain a market, and drinking water companies should understand this. At the same time, only relevant authorities in the country have developed Strict standards and norms governing the production and business operations of enterprises, and the possibility of over-promotion or exaggeration of publicity are reduced, so the probability of consumers purchasing will also be reduced." said Jane Aihua, "If the cost of the company is far less than the income, then the enterprise development And to promote the reduction of the power of functional water is conducive to the elimination of functional water chaos."