Recent comments by Nongfu Spring founder Zhong Shanshan regarding the e-commerce industry model have sparked widespread public debate. On August 13, the People's Daily published a commentary article stating that online e-commerce and offline physical stores are not in a mutually exclusive relationship. It advocates moving beyond the "either-or" mindset and promoting two-way empowerment as the correct direction for the consumer industry.

Based on Nongfu Spring's 2025 sales performance and its previously stated policy of keeping e-commerce channel proportion at around 5%, the company's e-commerce sales for last year are estimated to be approximately 26 billion yuan. The controversy originated from Zhong Shanshan's recent public statements on a CCTV financial program. He argued that certain e-commerce platforms, relying on algorithmic rules, dynamic commissions, and a low-price competition model, are squeezing the living space of offline retail terminals. This disorderly low-price competition, he said, compresses the room for product innovation and quality upgrades, continuously impacting physical dealers and street-side retail businesses.

These views quickly sparked intense debate among physical enterprises, dealers, and the e-commerce industry, with some extreme voices emerging calling for "boycotting e-commerce" and "sticking to offline." In response, the People's Daily published a commentary on the 13th, pointing out that e-commerce platforms are a vital part of the digital economy and a key engine for driving consumption upgrades and the transformation of the real economy. They are not adversaries of the physical industry. Many offline merchants leverage online traffic diversion and instant retail to expand their service scope and revitalize business growth. Numerous physical brands have achieved scaled growth and nationwide reach through e-commerce, highlighting the irreplaceable efficiency value of online channels.

As a leading player in the domestic beverage industry, Nongfu Spring first ventured into e-commerce in 2015, setting a limit of no more than 3% for e-commerce sales. In the subsequent competitive market environment, this proportion increased but was generally kept around 5%. Tmall and JD.com serve as the main online sales channels, primarily handling large family-sized packs, holiday gift boxes, and corporate group purchases. Live streaming platforms like Douyin are mainly used for brand exposure and engaging younger consumers. Based on Nongfu Spring's estimated annual revenue of 525 billion yuan in 2025, its total e-commerce sales across all channels are about 26 billion yuan, lower than the industry average online penetration rate of 14.1% for fast-moving consumer beverage products.

Public reports indicate that the "online-first, offline-supplement" channel strategy also helped Nongfu Spring maintain a high gross margin of 60.5% in 2025, with profitability continuing to lead the domestic beverage industry. In light of related public opinion, a reporter observed the price ranges of some of Nongfu Spring's online and offline products. On the 14th, a search on Taobao for Nongfu Spring's core product, Oriental Leaf, showed that for a 500ml*15 bottle pack of original flavor tea, prices varied even within the same Tmall Supermarket store. Some packs were priced at 59.9 yuan after using a coupon, while others were priced at 63 yuan after a discount, with all products recently produced. In Jinan offline, some convenience stores are currently offering discounts on the 500ml bottle of Oriental Leaf original flavor tea, with three bottles available for 11.5 yuan during a promotion from August 1 to August 15. When proportionally compared to the online 15-pack, the offline price for 15 bottles would be about 57.5 yuan, which is 2 to 6 yuan cheaper than the online price.

Industry analysts believe that Zhong Shanshan's remarks essentially represent a physical industry leader voicing concerns about industry pain points such as disorderly platform competition and imbalanced channel interests, rather than denying the value of e-commerce. The authoritative commentary from the People's Daily helps clarify the direction for channel development in the fast-moving consumer goods industry. Future industry competition is expected to move away from simple price wars and channel confrontation, shifting towards standardized rules, differentiated channels, and high-quality industrial development.