In an episode of the Venus Show last year, Jin recounted her experience buying a vegan water cup in Japan: "I said this cup can lose weight, beauty and anti-aging, but I drank the same as a regular cup. I said this cup can produce hydrogen, which can resist oxidation, but how much hydrogen can be absorbed by the body is unknown, so the effect is not conclusive." All of a sudden, "Shuishu shui", an imported word from Japan's neighboring countries, caught the attention of health professionals and beauty lovers, and then launched a fierce "national chemical war" on the Internet.
Shui Su water, directly using the Japanese original name, because the Japanese "Shui Su" means "hydrogen", so, also known as "hydrogen water", domestic also called hydrogen rich water, "hydrogen" the greatest ability is antioxidant.
"Hoax", "pseudoscience", "cheating", "mental retardation", groups of netizens began to use their most basic chemical knowledge to refute the hydrogen production principle and medical application of the water cup, rising to the anger of resisting the fool. On the other hand, the calm voice of medical and chemical professionals is powerless in front of these words, because most melon eaters say they do not understand the raw and esoteric scientific analysis. Such anxious public opinion scuffle, the damage to the Japanese Jiangda Cup, the international representative brand of the water cup, is almost fatal, and at this time, some people in China want to carry a new water cup into the storm, firmly and firmly.
Don't fall into the upgrade pit
"The Chinese are not short of money, but of good products." Ruan Chenhai, who has traveled almost all over the world and tried various small objects from all over the world, always keeps his dream in mind: "I see a lot of interesting products in Europe and North America, which can integrate art and science well and apply them to my life. I have an MFA degree in product innovation from China Academy of Art and an MBA background, so I really want to make use of my major and years of manufacturing experience to create a good product with real technological aesthetics, a good product belonging to this era of consumption upgrading."
"Over the past decade, I have been researching and developing products related to People's Daily drinking water, and making healthy drinking water related products is also my firm direction. Hydrogen water cup is just the prologue of drinking water revolution in the era of science and technology, and more healthy drinking water products like vegetarian water cup will emerge in the future."
The dream is full, but the reality?
As we know, in today's increasingly segmented consumer demand, many brands have been beaten to death on the beach of consumption upgrading, and pushing new products is itself a high-risk thing. According to the data of Kantar market Research Group in 2015, only 45% of global FMCG products were still on the shelves on average three years after their launch, and only 19% achieved high net growth. Only 4% of new products achieved both high volume and high net growth. In other words, within three years, 96 percent of new FMCG launches had failed.
So, if the user's need to upgrade is real, how can you convince the user that you are the "representative of the new category"? Each is dedicated to capturing the minds of its users and becoming the conditioned and sole representative of a category, such as "Three squirrels if you think nuts," "Burger King if you think Burger," and "Muji if you want sexiness," a new category full of negatives. Can a prudent young man take his new products to upgrade the brand directly and reshape the category pattern?
No matter the cost, from product function to product aesthetic
No matter the cost! This is Ruan Chenhai aesthetics team design and development of water cup first criteria!
"Before making this product, we repeatedly confirmed with the specially hired consultant of the project -- Dr. Wang, the expert of water cup, that this water is indeed beneficial to human health, and then we did it. According to the survey results, the vegan cups are attracting the most attention among consumers in the United States and Japan, two of the world's most developed countries. After years of market verification, there is no bad case. But because of the uneven quality of cups on the market, some low-end products are also on sale, and the price has been lower than the reasonable cost. So we hope to introduce a high-end product at a reasonable price to rebuild the order of the industry and regain users' confidence." Ruan Chenhai helpless feeling.
According to aqua experts, aqua water concentration of 500-800ppb is qualified, and treatment effect can be expected above 1200PPB, but 1600PPB is the limit for the dissolution of aqua water at normal temperature and pressure. At this stage, some manufacturers with special pressure nano micro dissolution technology can do about 3000PPB of water, it is said that the effect is good, the disadvantage is that the concentration can not be preserved for a long time, that is, the production can be maintained for 30 minutes is very good. Therefore, improving the manufacturing technology and quality of the water cup is the key point: the human body absorbs beneficial in 1200ppb, but also to overcome the technical difficulties of the electrolytic process of hydrogen and oxygen can not be effectively separated and bad substances precipitation. A few cups can do health, safety?
This is the biggest product breaking point encountered by the team at present, and it is also the technical cost that must be resolved with great determination.
"The core of our product is the use of DuPont ionic membrane, according to the domestic water quality, the principle of water purification in the cup, the first purification of water, and then filter oxygen. It uses 0.3mm titanium platinum alloy electrolytic plate, which can produce hydrogen more than 1200ppb stably and efficiently."
Every product developer is obsessed with the pursuit of products, like Steve Jobs, the godfather of Apple. Mr Nguyen clearly worships such business leaders, or top "product managers".
"Steve's control over the entire product is amazing, from the design of the product idea to the creation of a new water line, the development of a new process, the reshaping of the ecosystem, and so on. Only with such all-round control and innovation can Apple phone be an aesthetically and commercially extremely successful product. We also adhere to this principle, from the design, manufacturing and marketing of high standards of overall control."
"Also, like Apple, our vegan cup users will only cater to a certain label group: young people who love life, care about health, and aspire to a high quality of life. So, not only do they need to be practical, but they also need to be extremely beautiful, which is my highest requirement for our team."
Can science and technology aesthetics become a highlight of future science and technology innovation?
Chen Gongping, an analytical chemistry doctor and aqua expert, said: "When I was working in the high-end medical field, I came into contact with aqua products from Japan and witnessed their amazing effects. For example, by drinking daily to reduce uric acid levels in gout patients, soaking mask paper in water can greatly reduce acne in teenagers, whitening, reducing eczema, and so on. After reading a lot of professional literature to understand the medical mechanism behind its effect, I hope I can drink this hydrogen-rich water every day and become healthier and more beautiful from the inside out."
"But back then, canned vegetarian water was a healthy luxury for me (1,500 to 4,500 yuan a month). Now we finally have a professional and dedicated Chinese team willing to create China's high-end vegetarian water cup products with quality assurance, so that we can afford to consume this health, anytime and anywhere to get healthy drinking water. At the same time, after seeing their design, I found that the water cup not only ensures the concentration of hydrogen molecules, but also its appearance is so beautiful and fashionable that I can be proud to carry my health with me!"
Ruan Chenhai, who has always been low-key, looked very calm when he saw such praise: "Our water vegan water cup is called" Water gently ". From my point of view, it is the integration of light technology and light aesthetics, to create a high-end product with light life for people. In the future, whether the market will recognize it or not, I think the product will speak for itself."
"Poor reason to its knowledge, practice the truth."
Ruan Chenhai aesthetic team defines their water gentle water plain water cup as "light technology products", not to speak of the sky, but at least "benefit the people", and this team with the idealistic background of China Academy of Art with their own professional exploration of the implementation of science and technology aesthetics, in such impetuousness in the entrepreneurial wave, such strength deserves respect.
And the embodiment of science and technology aesthetics, whether the water gently water vegetarian water cup can win the market and become the benchmark of high-end products of the water vegetarian water cup, as Ruan Chenhai said, speak with the product, let the word of mouth!
