Core Viewpoint - Nongfu Spring has launched a new product, "Pure Transparent Edible Ice," priced at 22.8 yuan for a 2kg package, which has generated significant consumer interest and led to stock shortages in Sam's Club stores [1][3]. Pricing and Market Comparison - The price of Nongfu Spring's edible ice is notably high, at over four times the price of its bottled natural water, which is 1.42 yuan for a 550ml bottle [1][3]. - Compared to similar products on the market, such as Xiaoxiang edible ice (800g for 6.45 yuan) and Haomiao edible ice (500g for 4.9 yuan), Nongfu Spring's offering remains expensive [1][3]. Consumer Reception and Demand - The product has received 180 reviews on the Sam's Club app, with consumers from various provinces expressing their interest, indicating a strong demand for the product [3]. - Consumers appreciate the convenience of the product, noting that it melts slower than homemade ice, which adds to its appeal [3]. Production and Cost Structure - The production of high-quality edible ice involves significant costs related to water sourcing and purification processes, which are more expensive than standard water sources [4]. - The advanced freezing technology used by Nongfu Spring, which requires substantial investment in equipment and energy, contributes to the higher price point of the product [4]. Market Positioning and Strategy - Nongfu Spring aims to position itself in the edible ice market, which currently lacks dominant brands, by leveraging its reputation in the bottled water sector [5]. - The collaboration with Sam's Club is strategic, targeting a high-end market segment and enhancing brand visibility [6]. Industry Trends - The market for ice products is expected to grow significantly, with a projected annual growth rate of 39% from 2024 to 2026, potentially exceeding 63 billion yuan by 2026 [6]. - The ice cup category has seen a sales increase of over 300% for two consecutive years, indicating a growing consumer interest in ice-related products [6]. Regulatory Environment - Current national standards for edible ice primarily apply to pre-packaged products, raising concerns about the safety of freshly made ice [7]. - The existing standards do not adequately address the safety of on-demand ice production, leading to potential consumer safety issues [8].