自从去年农夫跨界热卖“17.5°橙”，引发业内一片惊呼：农夫山泉也要卖有情怀的水果。而今年伊始，农夫山泉在其传统强势品类瓶装水上，又玩出了新花样——三款高端新品不论是包装设计还是概念，个个逼格满满，令人叹服。
Since last year farmers cross selling hot "17.5 degrees orange", triggering the industry exclaimed: "farmer spring also sell feelings of fruit.". The beginning of this year, the farmer spring in its traditional strong category of bottled water, and play out new tricks: three new high-end packaging design or whether it is the concept of a grid full force, amazing.
但回归产品本身来讲，产品的真正价值最终要靠市场来体现，今天记者专门采访了业内人士，通过他们的专业视角来重新审视这些新品的潜在价值与前景。
But the return of the product itself, to reflect the true value of products and ultimately rely on the market today, the reporter interviewed the industry, through their professional perspective to re-examine the potential value and Prospect of these new products.
包装逼格高，众口称赞
Packing up forced testimonials.
农夫山泉的本次新品包装，在我们的经销商调查中获得了一片赞誉之声。三款产品也各有自身特点。
The new packaging of the farmer's spring has won a voice of praise in our dealer survey. The three products also have their own characteristics.
而在设计师的娓娓细述中，我们更加得知了这款产品精细做工背后的内容，这比单纯的广告宣传靠谱太多。小编的朋友圈也一下就疯狂了，甚至有业内人士宣称，“产品一上市，我就先把玻璃瓶的集齐！”，这是要召唤神龙的节奏么！但是也有拍砖的网友唱起了反调，“农夫山泉那个瓶子和依云每年的限量版究竟哪里不像？尤其像是Elie Saab version 的双胞胎。”推荐：www.hebship.com www.kakoushebei.com www.yamoxian.net
In the designer's eloquence in detail, we learned that this product fine workmanship behind the content, this much more than simple reliable advertising. Xiao Bian's circle of friends also went crazy, and even insiders said, "products on the market, I first put the glass bottles together."!" Is this the calling of the dragon's rhythm?! But there are also netizens Bozhuan Fandiao sang, "Nongfushangquan the bottle and Evian year limited edition where not? Especially like the twins of Elie Saab version." Recommendation: www.hebship.com, www.kakoushebei.com, www.yamoxian.net
而婴儿水的包装则突出了产品的“极致”设计。这款产品的正反两面，人性化地适用于爸爸和妈妈的不同手型，有人惊叹，“这是人性到没朋友啊？”来自鹤壁商贸有限公司的总经理庞软根提到，“他很看好婴儿水的前景，婴童产业空间巨大。”
The packaging of baby water highlights the "acme" design of the product. The pros and cons of this product, humanized applies to the different types of father and mother's hand, it was amazing, "this is human nature to no friends ah?"" Pang Ruangen, general manager of Hebi trading company, said: "he is very optimistic about the prospects of infant water, the baby industry is huge."."
而学生水的“插画风”和瓶盖设计是最吸引经销商的两大特点，非常有意思。“为了让青少年获得更好的消费体验，农夫山泉设计了一个瓶盖，单手就能开关。瓶盖内设专利阀门，只有在受压情况下才会开启。开盖状态下，普通的侧翻、倒置都不会使水流出，非常适合孩子使用。”这样的贴心设计，对于如今爱酷，尤其具有“细节控”的青少年非常具有吸引力。
The student's "illustration wind" and "bottle cap design" are the two most attractive characteristics of dealers, very interesting. "In order to let young people get better consumption experience, farmer spring design a bottle cap, one hand can switch.". The cap is provided with a patented valve, which is opened only when pressed. Under the condition of open cover, the normal side roll and upside down will not cause the water to flow out. It is very suitable for children." Such intimate design, for now love cool, especially with "detail control" of young people very attractive.
有卖相，但不会起大量
Sell, but not a lot
农夫山泉切入中高端瓶装水，艺术设计感和精美包装让业内人士眼前一亮，但产品价值最终要靠市场来表现，不少业内人士与经销商朋友就纷纷表示这几款产品“可以卖，但不会有太大的起量”。
Nongfushangquan cut into the high-end bottled water, art design and exquisite packaging for the industry shines, but the final product value depends on market performance, many industry insiders and dealer friends have said that this product can be sold ", but there is not much volume".
郑州经销商李新涛就认为，“虽然高端瓶装水有较大的发展潜力，但现阶段来讲，整体市场规模并不大，农夫山泉的新品短时间也不会改变这个市场现状。”
Zhengzhou dealer Li Xintao believes that although the high-end bottled water has great potential, but at this stage, the overall market size is not large, the new short time Nongfushangquan will not change the market situation."
而营销人士陈玮也直言“当前经济环境相对低迷，高价位的产品推广存在一定阻碍，恒大冰泉去年投入巨资也没有成功打通市场。”
And marketing people Chen Wei also bluntly, "the current economic environment is relatively low, high priced products to promote the existence of certain obstacles, Hengda ice fountain last year invested heavily, did not successfully open up the market."."
当然，在众多业内人士眼中，农夫山泉的新品不论从包装设计还是营销网络，以及品牌底蕴，都更胜恒大冰泉一筹，但瓶装水属性与饮料不同，“饮料能通过内容差异化来完成虚拟价值溢价，但瓶装水内容同质化，对于高端品牌形象的支撑是综合性的，不能仅靠包装，或者价格来支持。”陈玮认为。
Of course, in the eyes of many people in the industry, the farmer spring from the new packaging design or marketing network and brand heritage, are more than Hengda ice fountain, but bottled water and drinks beverage "different attributes, can through the content difference of virtual value premium, but bottled water content homogenization, for high-end brand image the support is comprehensive, not only by the packaging, or price support." Chen Wei thinks.
鹤壁农夫山泉经销商王先生认为，农夫山泉的高端新品能缓解传统瓶装水产品长期存在的“低毛利”状态，有利于刺激经销商积极性，但后续市场支持和政策也很重要，在具体的推广政策没有出来之前，对这些产品前景还需观察。
Hebi Nongfushangquan dealer Wang believes that the farmer spring of new high-end traditional bottled water products can ease the long-standing "low margin" state, help to stimulate the enthusiasm of dealers, but subsequent market and policy support is also very important, before the specific promotion policy did not come out of these products also need to observe the prospect.
婴儿水是亮点
Baby water is the highlight
在李新涛看来，农夫山泉此次发布的新品系列中，婴儿水是其最大亮点。“这个市场细分做得很到位，我底下的业务员跑市场的时候，经常会遇到一些商超客户向我们咨询有没有‘婴儿水’产品，说明这个市场已经存在较大需求，而且当前市场上的婴儿水要么是价格高昂的进口品牌，要么是国产二三线品牌，并没有强势品牌，这对于农夫山泉是个非常好的市场空档。”
In Li Xintao's view, the new series released by the farmer spring, baby water is its biggest bright spot. "The market segmentation is done well, when I was under the clerk to run the market, often encounter some super customer consulting to us there is no" water baby "products, the market has a greater demand for water and the baby or the market is the high price of imported brands, either domestic two or three line brand, and there is no strong brand, this is a very good market space for the farmer spring."
据了解，农夫山泉婴儿水1L装售价是9元钱，“换算下来就是两瓶5元钱的矿泉水价格，普通消费者完全能接受，这个价位不但渠道利润空间大，而且市场接受度也高，将是非常有潜力的一款细分产品。”成都经销商欧仕贵认为。
It is understood that the farmer spring water baby 1L price is 9 yuan, the price of mineral water down conversion is two bottles of 5 yuan of money, ordinary consumers can accept the price, not only the channel profit margins, and market acceptance is high, will be very promising a niche product." Chengdu dealer ou thinks.
学生矿泉水有望成为流行产品
Students, mineral water is expected to become popular products
农夫山泉本次的新品战略“剑指高端”，相比35-40元的高端玻璃瓶水和9元/升的婴儿水，定价4元/535ml左右的学生矿泉水则显得更接地气。
Nongfushangquan the new strategy "at the high-end, high-end glass bottles of water compared to 35-40 yuan and 9 yuan / liter water babies, student mineral water price 4 yuan of about /535ml is more down to earth.
该产品在包装上采用插画风，产品设计上农夫山泉推出了运动盖升级版。来自鹤壁永信商贸有限公司的总经理庞软根提到，“这三款产品都会在前期引起市场强烈关注，但是学生矿泉水应是走量最大的产品，这个定价符合高端矿泉水的主流价位。”
This product uses the illustration wind in the packing, the product design, the farmer spring has launched the sports cover to promote the edition. From Hebi Yongxin trading company general manager Pang Ruangen said, "these three products will cause strong concern in the market early, but students should take the maximum amount of mineral water products, the mainstream price pricing in line with the high-end mineral water."
去年，农夫山泉在奶茶品类较火之时，高调推出了打奶茶，而今年，推出高端矿泉水，似乎也有异曲同工之妙，所以业内预测，“产品可能会前期受关注，但是后期走量有待
Last year, the farmer spring tea in the categories of fire, launched a high-profile fight tea, and this year, the introduction of high-end mineral water, seems to have different approaches but equally satisfactory results, so the industry forecast, "early products may be of concern, but the amount to be late