Clean water and China are not a likely pairing in most consumers' minds, but Fu Lin is determined to change that.

The Chief Executive of upscale Chinese bottled water company Tibet 5100 Water Resources Holdings says he has big plans for his company as he hopes to expand sales of the Chinese water overseas next year, hitting Singapore and the Middle East first before going on to Europe and the U.S.

Tibet 5100 Water Resources Holdings

In a recent interview, Mr. Fu said he aims to rival global players like Evian, owned by Danone Group, and other premium water brands.

While China--a manufacturing hub--isn't known for its pristine water sources, Mr. Fu notes that Tibet is, which is why the company sources its water there, from a glacier spring at an elevation of 5100 meters in the Tibetan mountains.

The Hong Kong-listed company joins a growing roster of Chinese companies that are trying to earn a name for themselves overseas. Leaders of the world's second-largest economy are eager to see its companies expand and create a friendlier face for the country.

Tibet 5100, which started in 2006 and listed last year, is one of the few consumer brands making the attempt. Other brands such as appliance-maker Haier Group Corp. have already made the leap but haven't become well-known household names. Apparel maker Li Ning Co. aimed to become a large global sportswear company like Nike Inc., but lost its footing abroad and even at home.

Mr. Fu thinks Tibet 5100 is confident in his company's position at home, where the market for bottled water is expected to balloon in years to come. Market data suggests there’s room to grow. Annual per capita spending on bottled water in China hovered just under $6 in 2010, compared with $121 in the U.S., according to the most recent data from market research firm Euromonitor International.

Workers keep an eye on the bottling line of Tibet 5100 brand mineral water in Dangtan, Tibet, China, 30 June 2010. European Pressphoto Agency

China’s wealthiest man, Zong Qinghou, amassed his wealth by hitting it big with bottled water in China with his privately held company Hangzhou Wahaha Group, which notched 68 billion yuan ($10.8 billion) in sales last year, according to a spokesman, dwarfing Tibet 5100’s 633.2 million ($100.7 million) yuan in 2011.

Tibet 5100, which distributes in 48 cities across China, has earned its chops as the No. 1 premium water seller in the country, ahead of Evian and Perrier, according to Euromonitor, largely by cozying up to China's rail system, which passes out complimentary battens to passengers. In 2010, 81% of its revenue came from China Railway Express Co., a ratio Mr. Fu said he has worked to reduce. The percentage of revenue has since declined, falling to 62% in 2011. The goal is to decrease that percentage further over time, boosting revenue from retail sales, Mr. Fu said.

Still, partnerships with the rail company, with state-run airlines such as Air China Ltd. and even with China’s government (leaders drink the upscale water during parliamentary meetings each year) will remain a critical component of the business, Mr. Fu said, adding that they are the ultimate marketing channel for China’s richest citizens. A single 330 ml bottle of the "Tibet Spring" mineral water costs 7.5 yuan ($1.20) at retail, about five times the price of a 550 ml bottle from a non-premium company.

Tibet 5100 does not run ads in magazines or on television. "China's wealthy aren't sitting down to watch TV," said Mr. Fu.

Outside of China, Mr. Fu knows he can't solely rely on distribution as a marketing channel, he said, adding that the company will launch marketing campaigns in other countries.

When asked why Mr. Fu think he can take on larger global competitors, he said, “We’ve already faced them at home.”

CORRECTION: Tibet 5100 sources its water from a glacier spring at 5100 meters in the Tibetan mountains. An earlier version of this post mistakenly said the water came from a reservoir at 5100 feet.

-- Laurie Burkitt. Follow her on Twitter @lburkitt

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