最好面子的中产水靠“换皮”撑门面？

作者：王晴文章来源：创业最前线

2026-09-14 09:16

作者：王晴文章来源：创业最前线

2026-09-14 09:16

邦小白快读

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这篇文章梳理了高端瓶装水VOSS国产化后的产品差异、选购要点，以及高端水消费的常见认知误区，可为普通消费者选水提供实用参考。

1. 国产与进口VOSS的核心差异：二者水源不同，进口款为挪威产天然泉水，采用玻璃瓶包装，375ml单瓶售价约18.5元；国产款为湖北神农架西麓产天然矿泉水，主打锶元素与弱碱性，采用塑料瓶包装，500ml单瓶售价约6.9元，价格相差近3倍，成本差主要来自玻璃瓶材质和运输费用，目前二者在线下渠道常并列摆放。

2. 实用选购提示：玻璃瓶款VOSS可重复利用，适合冷泡茶、做谷物储物罐或花瓶，担心塑料瓶微塑料风险的消费者可优先选择；选高端水不要盲目迷信进口，水的营养价值不能单看pH值或某一项矿物质指标，需综合评估水源整体矿物谱系，弱碱性主要影响口感，锶元素达标且其他指标合格的水源才具备稀缺性，现在不少国产高端水的水质、口感也不输国际品牌。

这篇文章拆解了VOSS国产化运营的经验与问题、高端水赛道的用户偏好与竞争格局，可为高端饮品品牌的运营决策提供参考。

1. 用户行为观察：消费者对高端水的第一感知来自包装，玻璃瓶的通透感、重量感更易传递纯净、高品质、稀缺的高端认知，可重复使用的属性还能强化用户粘性；当前消费者不再盲目追捧进口身份，更关注水质、口感与实际营养价值。

2. 渠道与定价参考：VOSS原本靠高端餐饮、五星酒店、高端夜店三类B端渠道贡献70%营收，国产化后采用双轨思路，进口玻璃瓶款锚定高端势能，国产塑料瓶款走规模路线，但塑料瓶进入原有高端场景容易消解品牌高端感知。

3. 竞争提示：品牌延伸不能仅靠原有资产背书，VOSS推出的气泡水仅换包装、做口味，难以在集中度达99.6%的无糖汽水赛道突围；单靠更换节日限定包装皮肤做营销效果有限，需通过场景共创强化高端生活符号认知，同时要注意主流消费者对瓶装水的价格接受度集中在1.2-2元，高端品教育周期长，存在体量天花板，国际巨头雀巢也因高端水业务投入高、回报低出售了相关板块。

这篇文章分析了VOSS的国内运营逻辑、高端水赛道的机会与风险，可为水饮类卖家的选品、运营提供实操参考。

1. 消费需求变化：消费者选购高端水不再唯进口论，会同时关注包装实用性、水质指标与性价比，可重复使用的玻璃瓶款更受核心用户欢迎，成本更低的塑料瓶款适配大众消费场景。

2. 机会与风险提示：高端水赛道仍有增长空间，2024年国产VOSS销售额同比增长43.6%，但主流消费者对单瓶水的接受价格集中在1.2-2元，6元以上价位受众规模有限；无糖气泡水赛道CR10接近99.6%，头部垄断极强，新入局者很难抢占份额。

3. 可借鉴的运营思路：可采用双产品矩阵策略，高端款锚定品牌调性，高性价比款走量做规模；布局渠道时要匹配产品定位，高端款对接高端餐饮、酒店渠道，大众款对接普通流通渠道，避免不同定位产品混放消解品牌价值；营销时不要只靠换包装做噱头，可结合冷泡DIY、家居储物等实用场景激发用户传播。

这篇文章披露了高端瓶装水的包装偏好、成本结构、市场需求方向，可为水饮生产工厂的产能布局、产品设计提供参考。

1. 产品设计与生产需求：高端定位的水饮产品可优先选择玻璃瓶材质，其高透明度、厚重触感更贴合高端消费品的包装语言，且玻璃瓶可重复利用的属性更容易获得消费者青睐；PET塑料瓶具备成本低、运输效率高的优势，单瓶成本仅为玻璃瓶的1/5-1/6，适合面向大众市场的走量产品。

2. 可把握的商业机会：当前消费者不再迷信进口高端水，主打特定矿物质（如锶）、弱碱性卖点的天然矿泉水存在市场空间；适配夏日冷泡、节日限定、家居复用场景的差异化包装设计，更容易获得消费者认可。

3. 生产与成本提示：玻璃瓶生产能耗高、工艺复杂，运输环节易碎、装载效率低，会大幅拉高综合成本，布局玻璃瓶产能时需要同步匹配对应的仓储、物流能力，平衡好成本与收益。

这篇文章梳理了高端水赛道的发展现状、品牌运营痛点，可为水饮领域的营销、供应链等服务商提供业务方向参考。

1. 行业发展趋势：高端水市场需求持续增长，但消费者价格接受度仍集中在中低价位，消费者教育周期长，整体体量存在明显天花板；无糖气泡水赛道头部集中度极高，CR10接近99.6%，新品牌突围难度极大。

2. 行业客户痛点：高端水品牌普遍存在品牌资产跨品类迁移难的问题，比如VOSS的高端水认知无法直接为气泡水产品赋能；品牌推出平价产品线或推进国产化时，容易出现高端品牌形象被消解的问题；仅靠更换限定包装的浅度营销效果有限，很难建立差异化竞争优势。

3. 可落地的服务方向：可为品牌提供双轨渠道搭建服务，帮助高端款和平价款建立独立的流通渠道与价格体系，避免场景混淆；可为品牌提供场景共创的营销方案，跳出简单换包装的联名思路，结合高端生活场景强化品牌符号认知；针对玻璃瓶产品的供应链痛点，可优化易碎品仓储、物流方案，帮助品牌降低综合成本。

这篇文章呈现了高端水品牌的渠道布局特征、品类竞争格局，可为电商平台、线下零售平台的招商、品类运营、风险规避提供参考。

1. 平台商家的核心需求：高端水品牌目前普遍采用重B弱C的渠道结构，B端高端餐饮、酒店渠道贡献约70%营收，同时也在积极布局电商渠道，需要平台匹配对应定位的流量场景，比如高端款对接高端生活方式类流量池，高性价比国产款对接大众消费流量池。

2. 品类运营参考：当前高端水的用户教育尚未完成，主流消费者对单瓶水的价格接受度集中在1.2-2元，6元以上价位受众规模有限，平台引入相关品牌时需要平衡品类丰富度和动销效率；无糖气泡水赛道头部垄断性极强，新品牌动销难度大，招商时需谨慎评估品牌竞争力。

3. 运营风险规避：平台在做陈列、组货时，要注意区分同品牌下不同定位的产品线，避免高端玻璃瓶款和平价塑料瓶款在同一高端场景混合陈列，消解品牌高端感知引发消费者认知混淆；可引导品牌做场景化内容运营，结合冷泡、家居收纳等实际使用场景推广，提升转化效率。

这篇文章以VOSS为核心案例，呈现了国内高端瓶装水赛道的发展特征、商业模式困境与新动向，可为饮品产业研究提供实证参考。

1. 产业新动向：国际高端水品牌本土化成为趋势，通过在国内寻找合规水源地、落地本土产能降低成本，用双产品矩阵覆盖不同消费群体，比如VOSS在湖北竹溪布局年产能33万吨的国产基地，国产款主打锶元素、弱碱性卖点，定价仅为进口款的1/3；消费者对高端水的认知趋于理性，进口身份的溢价逐步消退，国产高端水品牌凭借水源地、矿物质卖点开始参与竞争。

2. 产业现存问题：高端水赛道存在明显体量天花板，主流消费者对单瓶水的价格接受度集中在1.2-2元，产品功效感知需要长期教育，如VOSS入华10年年销售额仅3.48亿元，不足华彬旗下红牛的2%；品牌跨品类延伸难度大，VOSS推出的高端气泡水最终退市，平价气泡水面临头部品牌垄断99.6%市场份额的挤压；品牌本土化时易出现高端定位消解问题，平价塑料瓶进入原有高端B端渠道会削弱用户的高端价值感知。

3. 商业模式启示：高端水品牌可采用高端款树品牌、大众款做规模的双轨模式，但需建立独立的渠道和价格体系，仅靠更换限定包装的浅度营销不足以支撑长期发展，需通过场景共创强化品牌的高端生活符号属性。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

This article breaks down the product differences between domestic and imported versions of premium bottled water brand VOSS, key shopping considerations, and common misconceptions about premium water consumption, to provide practical guidance for everyday consumers.

1. Core differences between domestic and imported VOSS: The two variants use different water sources. The imported version is natural spring water from Norway, packaged in glass bottles, priced at roughly RMB 18.5 per 375ml bottle. The domestic version is natural mineral water sourced from the western foothills of Shennongjia in Hubei province, marketed for its strontium content and weakly alkaline profile, packaged in PET bottles, priced at around RMB 6.9 per 500ml bottle—nearly a threefold price gap, driven primarily by glass packaging costs and transportation expenses. The two versions are often displayed side-by-side in offline retail channels.

2. Practical shopping tips: Glass-bottled VOSS is reusable, suitable for cold-brew tea, grain storage canisters, or vases, making it the preferred option for consumers concerned about microplastic risks from PET bottles. When choosing premium water, do not blindly favor imported products; a water’s nutritional value cannot be judged solely by pH level or a single mineral indicator, but requires a holistic assessment of the full mineral profile of its source. Weak alkalinity mainly affects taste, while genuine source scarcity depends on compliant strontium levels alongside all other qualifying indicators. Many domestic premium water brands now match international labels in water quality and taste.

This article analyzes the operational successes and challenges of VOSS’s localization in China, as well as user preferences and competitive dynamics in the premium water segment, to provide decision-making reference for premium beverage brands.

1. User behavior insights: Consumers’ first perception of premium water is shaped by packaging. The transparency and weight of glass bottles more effectively convey the premium associations of purity, high quality, and scarcity, while their reusability further strengthens user stickiness. Today’s consumers no longer blindly prioritize imported status, instead paying greater attention to water quality, taste, and actual nutritional value.

2. Channel and pricing reference: VOSS originally generated 70% of its revenue from three B-end channels: high-end restaurants, five-star hotels, and premium nightclubs. After localizing production, it adopted a dual-track strategy: retaining imported glass-bottled variants to anchor its premium brand equity, while launching domestic PET-bottled variants to drive mass-market volume. However, placing the plastic-bottled line in its original premium channels risks diluting the brand’s high-end positioning.

3. Competitive takeaways: Brand extensions cannot rely solely on existing brand equity. VOSS’s sparkling water line, which only changed packaging and added flavor variants, failed to break through in the sugar-free soda segment where market concentration reaches 99.6%. Shallow marketing tactics such as limited-edition holiday packaging deliver limited returns; brands instead need to strengthen recognition as a premium lifestyle symbol through scenario co-creation. It is also critical to note that mainstream consumers’ acceptable price point for bottled water falls between RMB 1.2 and 2, meaning premium products face long consumer education cycles and a clear market size ceiling. Even global giant Nestlé divested its premium water business due to high investment costs and low returns.

This article analyzes VOSS’s domestic operational logic, as well as opportunities and risks in the premium water segment, to provide actionable reference for beverage sellers on product selection and operations.

1. Shifting consumer demand: When purchasing premium water, consumers no longer prioritize imported status exclusively; they also weigh packaging practicality, water quality indicators, and cost-effectiveness. Reusable glass-bottled variants are more popular among core users, while lower-cost plastic-bottled variants fit mass consumption scenarios.

2. Opportunity and risk alerts: The premium water segment retains growth momentum, with domestic VOSS sales up 43.6% year-over-year in 2024. However, mainstream consumers’ acceptable price for a single bottle of water concentrates at RMB 1.2–2, leaving a limited audience for products priced above RMB 6. The sugar-free sparkling water segment has a CR10 of nearly 99.6%, indicating extreme top-player concentration that makes it very difficult for new entrants to capture share.

3. Actionable operational takeaways: Sellers can adopt a dual product matrix strategy, using premium SKUs to anchor brand tone and high-value-for-money SKUs to drive volume. When building channels, match product positioning to placement: route premium SKUs to high-end restaurant and hotel channels, and mass-market SKUs to general circulation channels, to avoid diluting brand value through misaligned cross-display. For marketing, avoid relying solely on packaging gimmicks; instead, drive user sharing by tying products to practical use cases such as cold-brew DIY and home storage.

This article outlines packaging preferences, cost structures, and market demand trends in the premium bottled water segment, to provide reference for beverage manufacturers on capacity planning and product design.

1. Product design and production requirements: For premium-positioned beverage products, glass packaging is a preferred choice, as its high clarity and substantial texture align with premium product packaging language, and its reusability resonates more with consumers. PET plastic bottles offer advantages of low cost and high transport efficiency, with per-unit costs only 1/5 to 1/6 that of glass bottles, making them suitable for high-volume, mass-market products.

2. Addressable business opportunities: Consumers no longer hold blind faith in imported premium water, leaving market space for natural mineral water marketed around specific mineral content (such as strontium) and weakly alkaline properties. Differentiated packaging designs adapted to summer cold-brew use, limited-edition holiday themes, and home reuse scenarios are more likely to win consumer recognition.

3. Production and cost considerations: Glass bottle production is energy-intensive and technically complex, while finished glass products are fragile during transport with lower loading efficiency, which significantly drives up overall costs. Manufacturers expanding glass bottle capacity must simultaneously build matching warehousing and logistics capabilities to balance costs and returns.

This article reviews the development status of the premium water segment and common brand operational pain points, to provide business direction reference for marketing, supply chain, and other service providers in the beverage sector.

1. Industry trends: Demand in the premium water market continues to grow, but consumer price acceptance remains concentrated in the mid-to-low range. Long consumer education cycles mean the segment faces a clear market size ceiling. The sugar-free sparkling water category has extremely high top-player concentration, with a CR10 of nearly 99.6%, making it extremely difficult for new brands to break through.

2. Client pain points: Premium water brands universally struggle to transfer brand equity across categories—for example, VOSS’s premium water reputation did not translate to traction for its sparkling water line. Brands also face risk of diluting their high-end image when launching affordable product lines or pursuing local production. Shallow marketing tactics that rely solely on limited-edition packaging changes deliver limited results, making it hard to build differentiated competitive advantages.

3. Actionable service directions: Service providers can support brands in building dual-track channel systems, establishing separate distribution channels and pricing structures for premium and mass lines to avoid scenario confusion. They can also develop scenario co-creation marketing solutions that move beyond simple co-branded packaging swaps, strengthening brand symbol recognition by tying products to high-end lifestyle scenarios. For glass-bottled products, providers can optimize fragile goods warehousing and logistics solutions to help brands reduce overall costs.

This article outlines channel layout characteristics and category competition dynamics for premium water brands, to provide reference for e-commerce platforms and offline retail operators on merchant recruitment, category management, and risk mitigation.

1. Core merchant needs: Premium water brands currently rely heavily on B-end channels, with high-end restaurants and hotel channels contributing roughly 70% of revenue, while also actively expanding into e-commerce. They require platforms to match traffic scenarios aligned with product positioning: for example, routing premium SKUs to high-end lifestyle traffic pools, and high-value-for-money domestic SKUs to mass-consumption traffic pools.

2. Category management reference: Consumer education for premium water remains incomplete, as mainstream consumers’ acceptable price for a single bottle of water concentrates at RMB 1.2–2, leaving limited audience for SKUs priced above RMB 6. Platforms should balance category breadth and sell-through efficiency when onboarding relevant brands. The sugar-free sparkling water segment has extreme top-player monopoly, making sell-through very difficult for new brands, so merchant recruitment should include careful assessment of brand competitiveness.

3. Operational risk mitigation: When arranging product displays and assortment, platforms should separate product lines with different positioning under the same brand, avoiding mixed display of premium glass-bottled SKUs and affordable plastic-bottled SKUs in high-end scenarios, which can dilute premium brand perception and cause consumer cognitive confusion. Platforms can also guide brands to run scenario-based content marketing, promoting products around practical use cases such as cold-brew preparation and home storage to improve conversion rates.

Using VOSS as a core case study, this article presents development characteristics, business model dilemmas, and emerging trends in China’s premium bottled water segment, providing empirical reference for beverage industry research.

1. Emerging industry trends: Localization of international premium water brands is becoming a mainstream trend, as brands identify compliant domestic water sources and build local production capacity to reduce costs, using dual product matrices to cover different consumer segments. For example, VOSS built a domestic production base in Zhuxi, Hubei with an annual capacity of 330,000 tons; its domestic line is marketed for strontium content and weakly alkaline properties, priced at only one-third of its imported counterpart. Consumer perceptions of premium water are growing more rational, with the premium attached to imported status gradually fading, and domestic premium water brands beginning to compete on the strength of source location and mineral content selling points.

2. Persistent industry challenges: The premium water segment faces a clear market size ceiling, as mainstream consumers’ acceptable price for a single bottle of water concentrates at RMB 1.2–2, and product efficacy claims require long-term consumer education. For context, VOSS’s annual sales in China reached only RMB 348 million a decade after entering the market, less than 2% of Red Bull’s sales under Reignwood Group. Cross-category brand expansion is also highly difficult: VOSS’s premium sparkling water line was ultimately delisted, while its mass-market sparkling water line faced squeeze from top brands that control 99.6% of the segment. Brands also face high risk of diluting premium positioning during localization, as affordable plastic-bottled SKUs entering original high-end B-end channels erode users’ perception of premium value.

3. Business model implications: Premium water brands can adopt a dual-track model, using premium SKUs to build brand equity and mass-market SKUs to drive scale, but must establish independent channel and pricing systems for each line. Shallow marketing tactics relying solely on limited-edition packaging changes are insufficient to support long-term growth; brands instead need to strengthen their identity as a premium lifestyle symbol through scenario co-creation.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

“瓶口够大，泡冷泡茶方便；瓶口太小，不方便清洗。”

网购的小冰一边浏览商品，一边在心里暗暗盘算——她有着一套自己的选水逻辑。在她的买水习惯中，不仅要看水的好坏，还要看瓶子合不合心意，VOSS就是因为瓶子的设计被她“翻了牌子”。

“VOSS的瓶子泡冷泡茶正合适，夏天我都是在冰箱里冰镇一下再喝。”小冰解释道，VOSS的玻璃瓶子可以重复利用，不喜欢了再丢掉。

在「创业最前线」的采访中，多位消费者表示，他们对VOSS的瓶子情有独钟。其不仅能用来DIY饮品，还可以当花瓶、做谷物储存罐。但这一切有个前提，只能是玻璃瓶，不能是塑料瓶。这也就导致，VOSS国产化之后，消费者首先注意到的，就是瓶身材质的变化。

从挪威到湖北

VOSS芙丝品牌隶属于挪威高级瓶装水制造商Voss of Norway ASA（以下简称“VOSS公司”）。2016年1月，华彬集团以约1.05亿美元的价格收购VOSS公司50%以上的股权。同年7月1日，华彬集团宣布，正式将VOSS引入中国，产品分含气和不含气两种，净含量为375毫升。

VOSS顺势成为继红牛、唯他可可天然椰子水、儿童饮料果倍爽之后，华彬集团运营的第四个饮料品牌。

收购之前，VOSS的主要市场在美国。2001年，在VOSS投产三年后，率先进入美国市场的高端酒店及餐厅，绑定明星名流进行推广。2006年，VOSS的国际市场进一步拓展至加拿大、英国、中东、亚洲等。

数据显示，2015年，VOSS公司营收增长约25%至7750万美元，其中约70%的收入来自美国，而来自中国的收入总额为200万美元左右，仅占2.58%。

2018年6月，华彬VOSS（芙丝）国产高端瓶装水项目正式投产。该项目总投资10.4亿元，年产能可达33万吨。而VOSS国产化的起点，是华彬在中国找到了水源地。

该水源地地处湖北竹溪丹霞山（神农架西麓），是挪威境外、VOSS全球唯一认可的矿泉水水源地。

对此，华彬集团相关负责人介绍称，VOSS芙丝高端水被引入国内后，快速在星级酒店、高端出行和知名电商等渠道布局，但面对高端包装水市场消费升级，依赖进口已经明显制约VOSS满足日益攀升的国内市场需求，VOSS国产化瓶装水应运而生。

目前，国产VOSS和进口VOSS同时在市面上流通，据VOSS官方店铺客服介绍，进口VOSS是产自挪威的天然泉水，国产VOSS是产自神农架西麓的天然矿泉水，两者的矿物质含量与成分不同，天然泉水含有钠、镁、钙等矿物质，而天然矿泉水含有锶、钾、钠等矿物质，其中矿物质锶和天然弱碱性是国产VOSS主打的卖点。

价格方面，在VOSS小红书官方店铺，整箱玻璃瓶进口VOSS（375ml*24）售价379元，整箱塑料瓶国产VOSS（500ml*20）售价109元，价格相差近4倍。而在线下超市内，国产VOSS与进口VOSS并列摆放，其中进口玻璃瓶VOSS（375ml）售价18.5元/瓶，国产塑料瓶VOSS（500ml）售价6.9元/瓶，价格相差近3倍。

除进口因素外，多位业内人士指出，二者成本差距主要体现在瓶子材质及运输费用。

国氘（广东）品牌管理有限公司创始人、阿尔泰山天然低氘水品牌运营官孙正旺向「创业最前线」表示，玻璃瓶生产能耗高、工艺复杂，单瓶成本是PET瓶的5-6倍；且瓶身重、易碎，运输数量和效率都低于塑料瓶，综合成本高出数倍。

而针对国产VOSS打出的天然弱碱性和矿物质锶卖点，孙正旺表示，一款水的营养价值不单看pH值，也不只看某一两项指标，需要综合评估水源整体矿物谱系。“弱碱性也就是pH值主要影响的是口感，不是健康核心指标。而矿物质锶本身不稀有，但‘锶含量达标且其他指标（低钠、低污染）同时达标’的天然水源确实稀缺，富锶水对骨骼健康也有积极意义。”

不过，孙正旺补充道，进口和国产版VOSS没有优劣之分，主要还是看消费者对于口感、应用场景及价格的选择。

但从消费者层面来说，比起分析一款水的营养成分，在开盖品尝之前，首先让他们注意到的是瓶子的材质由玻璃换为塑料了。

国产VOSS，自摘皇冠？

“我第一次见到VOSS是在一家进口超市，就被它的瓶子吸引了。”JoJo回忆着她与VOSS的初次见面，她觉得VOSS的包装和其他瓶装水不同，设计简单大气，圆柱形的瓶身也不占空间，玻璃的材质可以重复利用瓶子装杂粮谷物，或者DIY饮品。不过，在国产版VOSS换成塑料瓶后，JoJo觉得这种高端感有所下降。

小冰则表示，线上看玻璃瓶和塑料瓶的区别不是很明显，但她选择水的时候通常不会选择塑料瓶，因为担心微塑料进入体内。

品牌设计师郑楚豪向「创业最前线」分析道，“相比塑料瓶，玻璃材质拥有更高的透明度、重量感和触觉品质，更接近香水、精品酒类等高端消费品的包装语言，能够强化消费者对‘纯净、高品质、稀缺感’的认知。同时，玻璃瓶具备更强的陈列属性，在酒店、餐厅等高端场景中，不仅是饮用容器，更成为品牌形象的一部分。”

事实上，VOSS进入中国以后，并没有大面积铺设供货渠道，而是以一二线城市里追求高生活品质、中高收入人群为目标客群，选择精准化布局销售渠道。

据此前报道，VOSS公司内部定义的渠道“三驾马车”——餐饮、五星级酒店以及一些高端夜店，是VOSS饮用水生意的重要驱动和销售构成。据VOSS方口径，2021年线下经营渠道中，“三驾马车”大概占了70%的比重。

时至今日，VOSS的销售渠道仍属于“重B弱C”。多位VOSS销售人员表示，现在产品销售的主要渠道仍是B端，如高端餐饮酒店、娱乐场所等，而部分B端渠道考虑成本问题，会选择国产塑料瓶的VOSS进行陈列展示。

这一改变导致的问题是，在目标客群集中的B端渠道中，塑料瓶的长期输出是否会对VOSS的高端品牌形象形成部分消解？

品牌商业博主@鸟叔品牌营销向「创业最前线」表示，如果消费者在原本属于进口版的高端场景里接触到的是国产版塑料瓶VOSS，确实会削弱部分高端价值感知，但这并不是国产与进口天然带来的对立。

“如果VOSS能平衡好使用场景，建立起国产和进口两套产品流通渠道、价格体系，国产VOSS负责规模，进口VOSS负责高端势能，两者并不一定冲突。”该博主表示。

近些年，我国消费者对高端水的需求量不断增大，但在整体瓶装水市场中仍属于小份额，这也是VOSS在我国渠道拓展较为谨慎缓慢的原因之一。

据艾媒咨询调研数据，在中国消费者能接受的单瓶纯净水价格区间中，消费者对单瓶纯净水价格接受度主要集中在1.2-2元（47.85%），其次是0.8-1.2元（40.65%），而即使是降价后的国产版VOSS也要5、6块一瓶，远高于消费者常规选择的价格区间。

此外，从消费者教育方面来讲，一瓶好水带给身体的改变是潜移默化的，需要长时间的饮用才能形成差异化感知，这一特性也提高了消费者选择高端水的入门门槛。

一华彬集团饮料销售人员也表示，对于旗下有红牛、战马等其他款饮料的华彬而言，拓展VOSS的销售渠道并不是难事，但因为高端水的消费人群限制，考虑渠道回报还是挑着做，这意味着定位高端的VOSS自带体量天花板。

来自华彬内部的销售数据也印证着这一点。2024年，华彬集团的饮料体系中，中国红牛销售额210亿元，战马5.2亿元，VOSS3.48亿元，尽管VOSS同比增长43.6%，但体量仍不足中国红牛的2%，远远谈不上对饮料板块的营收贡献或支撑。

而在此前的7月23日，雀巢宣布以约232亿元人民币的成交价割让水业务及高端饮料业务50%的股权，割让名单内包含如圣培露（S.Pellegrino）、巴黎水（Source Perrier）、普娜（Acqua Panna）等标志性天然矿泉水品牌。

巨头“断舍离”背后，是因为高端水业务于雀巢而言是一种“有面子没里子”的生意。其整体销售额低于集团平均水平，却需要满足玻璃瓶运输条件的仓储与物流投入，回报率不及预期。

那么，被巨头出售的高端水业务，也会变成华彬的烫手山芋吗？

靠“换皮肤”过日子，远不够

VOSS进入中国市场10年，并非一成不变。其中就包括启动多品战略，避免因小众造成增长乏力。

2020年底，看好气泡水市场的VOSS推出了听装果味气泡水。2021年初，VOSS又推出一款蛋白肽气泡水，称添加鲟鱼胶原蛋白肽，售价19.8元/罐，和主流价位相比，堪称“最贵气泡水”。不过，该款产品已不在市面上售卖，VOSS也转而切入更平价的气泡水市场。

目前，VOSS在售的包括一款零售价约5元/罐的“0糖、0卡、0碳水”的果味气泡水，产品规格为330ml/罐，主打清新颜值、清爽口感，有樱花白桃味、青提葡萄味、蜜柚甜橘三种口味。

但多位VOSS高端水的消费者表示，他们并不愿意为这款产品买单。JoJo表示，这款气泡水的包装看起来很普通，不好看。也有消费者表示，自己平时以喝水为主，并非气泡水的受众。另有多位VOSS销售人员表示，目前VOSS还是以卖水为主。

事实上，VOSS高端水的品牌资产，并不会天然迁移到气泡水。

品牌商业博主@鸟叔品牌营销向「创业最前线」表示，VOSS在水的基础上推出果味气泡水，是在尝试扩大消费场景和消费频次。但气泡水本身属于另一个竞争市场，VOSS会面临与高端水赛道不同的竞争格局。

据马上赢数据，2023年12月-2024年11月，国内无糖汽水线下零售渠道中，TOP3（可口可乐、元气森林、百事可乐）合计占据64.17%的市场份额，格局稳定；TOP10集团还包括娃哈哈、农夫山泉、名仁、屈臣氏、中沃等，CR10高达95.27%。而在2024年12月-2025年11月的统计区间里，TOP10集团的市场份额进一步提升，合计高达99.59%，头部以外几乎没有市场空间。后入局的VOSS想要与巨头抢份额，面临的挑战比数据呈现的更为严峻。

“VOSS水的高端基因可以给气泡水背书，但不能替气泡水完成定位。新产品换成铝罐、加入不同口味，不足以成为消费者必选的理由。”该博主表示。

除新品面临较大的竞争压力外，VOSS的高端水主阵地也迎来了不少踢馆者，其中包括部分国产新锐品牌及巨头分化出的高端线。

多位消费者表示，他们认为高端水的定义并不以是否进口作为评判标准，而是更多关注水质、口感及营养价值，这意味着靠进口故事就能获得高溢价的时代正在落幕。

JoJo表示，“国内现在很多高端水都做得不错，各项矿物质指标、口感等我都满意，只是知名度不如国际品牌。”

目前，国产高端水的市场营销与VOSS同样集中在水源地及营养物质上，例如农夫山泉高端玻璃瓶为长白山莫涯泉低钠淡矿泉，石林天外天为云南天然碱性矿泉水，5100为西藏冰川矿泉水……相似的营销策略让VOSS较难形成差异化优势。

一VOSS销售人员告诉我们，VOSS仍努力在瓶子上做文章。“目前市面上正在销售夏日限定款包装，此前在圣诞节等节日时也会推出限定包装。”他表示。

但在品牌商业博主@鸟叔品牌营销看来，联名不能只为瓶身换个皮肤，更多要通过场景共创，让VOSS成为高端生活的视觉符号。

而对于华彬而言，VOSS并不是一个负责冲击销售额的角色，它更多是针对高端线布局的战略卡位。

可以说，“红牛负责赚今天的钱，VOSS负责赚明天的钱。”但在市场对于高端水的教育普及深化之前，VOSS要做的，是保持自身仍是那个代表高端的符号。

注：文/王晴，文章来源：创业最前线(公众号ID：chuangyezuiqianxian)，本文为作者独立观点，不代表亿邦动力立场。

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