Spring Sugar Observation | The Water Company Behind Sam's First Appearance at Spring Sugar From "OEM" to "Brand" Transformation

At the 2026 Chengdu Spring Sugar and Wine Fair, a water company from Guangxi Bama brought its full product line to debut at the Spring Sugar Fair. This company, which has long been hidden behind the shelves of supermarkets such as Sam’s, Ole, and RT-Mart, stepped into the spotlight for the first time this year.

For a long time, many domestic water manufacturers mainly engaged in OEM and private label production, positioned at the end of the industrial chain, driven by price competition. But change is underway; consumers are increasingly concerned about “where the water comes from,” and channel reforms are demanding higher brand expression capabilities. As industry competition shifts from “who can produce” to “who can be recognized,” some water companies that once operated behind the scenes are beginning to step into the spotlight.

Bama Bai Nian is one such example. Founded in 2010, this company’s production base is located in “the hometown of longevity, Bama,” initially relying on the region’s unique water sources for production. The turning point occurred in 2018 when “Sam’s came knocking, and after more than a year of investigation and testing, Bama Bai Nian entered its supply chain,” said General Manager Lu Anbin.

Partnering with Sam’s not only brought stable orders but also served as a trust certificate for the brand. Since then, the company has accelerated its transition from “production capacity” to “brand capability.” According to company leaders, Bama Bai Nian’s annual revenue approached 800 million yuan in 2025, and its current annual production capacity reaches 3 billion bottles, with a distribution network covering six major regional warehouses and distribution systems across the country.

Bama Bai Nian’s transformation path is relatively clear. Relying on the local scarce “strontium-type low-sodium weak alkaline” water, with strontium content reaching 0.32-0.50 mg/L and sodium content ≤ 6.5 mg/L, the company has established a foundation for differentiated products. In 2019, it formed a strategic partnership with Sam’s Club, leveraging the premium channel to endorse the brand.

From OEM to brand, from behind the scenes to the front stage, Bama Bai Nian’s “turnaround” is not an isolated case. Industry experts believe that as the mineral water industry enters a new stage of “water source competition,” more and more companies with high-quality water sources are realizing that brand capability is becoming a new threshold.