Happy Chinese New Year! 2026 is the Year of the Horse, a symbol of speed, strength, and charging ahead. What better time to share this video from my recent trip to Shanghai for the Chinese edition launch of The Strategic Enemy.
My hotline rang and a Chinese reader asked “What is a Strategic Enemy?”
My answer highlights one of China’s greatest positioning success stories, a brand that leveraged positioning, differentiation, and the strategic enemy to dominate its category.
Nongfu Spring is one of the biggest brands in China, but what most people don’t know is how strategically it was built and what strategic enemies it faced.
It started with a fundamental choice: natural versus purified water. Nongfu’s big competitor, Wahaha, sold purified water. So Nongfu made the case for why natural was better. They didn’t just say it, they showed it. Flowers grew faster in Nongfu water than in purified. A visual hammer that drove the idea home powerfully and memorably.
Then came Master Kong, entering with mineral water at half the price. But there was a catch — they were using tap water with added minerals. Nongfu’s response was devastating in its simplicity: We don’t produce the water. We transport nature. Authenticity reinforced. Enemy neutralized.
Then they went further still, communicating the weak alkaline nature of their water and the health benefits that come with it. Natural, authentic, and healthy. Nongfu stands in elite company: Evian, Volvic, and Nongfu are among the few naturally weak alkaline waters in the world.
The iconic red cap does the rest. Instantly recognizable. A visual hammer that travels.
With positioning this strong, Nongfu has the foundation to become a global leader in water. And China has more brands like it, TikTok (Douyin) being another prime example, built on vertical video versus horizontal, with two names and one powerful visual hammer.
It’s an exciting time to be doing positioning.
I am sure you have your copy already. Consider sending one to a friend :) The Strategic Enemy: How to Build and Position a Brand Worth Fighting For. Have a positioning question at your company? The Positioning Hotline is open at Ries.com
