Red Bull Functional Beverage originated in Thailand and was founded by Tencel Group [9]. 199565438+In February, Red Bull was introduced to China from Thailand by Mr. Yan Bin, Chairman of Hua Bin Group [15]. With the position and advantages of "the pioneer of functional beverage market", Red Bull Beverage quickly opened the China market and gradually developed into a leading brand in the beverage industry in China.
Brand history
Red Bull is one of the earliest and most famous energy drinks in the world. In 1970s, the factory of Xu Shubiao, the founder of Red Bull Beverage, developed a "nourishing beverage" containing water, sugar, caffeine and vitamin B, and named it "Red Bull". Red Bull is widely loved by Thai consumers as soon as it goes on the market by helping consumers stay awake and energetic during long-term work or driving. [4] [28] In the early 1990s, Xu Shubiao, a Hainanese, wanted to set up a factory in China alone, trying to name RedBull "Red Bull" and enter the China market, but he was frustrated by various objective factors. Red Bull didn't really enter China until it met Yan Bin, the founder of Hua Bin Group. [38] The two hit it off. Based on the tacit understanding of the first generation entrepreneurs of China Red Bull, Yan Bin put forward a famous sentence in the advertising history of China Red Bull: "Red Bull comes to China and returns in two words!" [38] China Red Bull introduced state-owned enterprises and signed a "50-year agreement". 1995 After the establishment of Shenzhen Red Bull (the predecessor of China Red Bull), it was a brave attempt to set up several provincial offices and launch an advertising and public relations bombing campaign. [38] Before the Chengdu Spring Sugar and Wine Festival in June 5438+March 0996, the domestic trial sale of Red Bull was an imported beverage, and its taste, formula and packaging were quite different from those of now. Under the leadership of Yan Bin, China Red Bull set up a number of outdoor brands in the core area of Shenzhen, and invested hundreds of millions of yuan in advertising and held a brand strategy seminar in the Spring Festival Evening of 1996 to inform the Chinese that "Red Bull has come to China". 1In March, 1996, China Red Bull won the naming right for the opening ceremony of the spring sugar and wine party, held a "Red Bull Night" reception, invited popular stars and guests from all walks of life, and got to know many powerful businesses in China. [38] Based on the "50-year agreement", China Red Bull invited two state-owned enterprises at that time to become shareholders, and the Red Bull vitamin functional beverage finally obtained a pass for legal production in China. In this process, China people's health and beverage safety are put in the first place. Yan Bin organized the heads of relevant departments and industry experts to hold product inspection and technical demonstration meetings for many times to adjust the formula of Red Bull beverage. Finally, the formula and content of "vitamin functional beverage" applied by "China Food Industry Corporation" were approved, so that Red Bull products can be legally produced and sold in China market. [38] With the international success of Red Bull, Mr. Xu Shubiao decided to introduce Red Bull to China to repay his hometown. 1993, Mr. Xu Shubiao established Hainan Red Bull Beverage Co., Ltd. in his hometown of Hainan, and Red Bull entered China. From 65438 to 0995, Mr. Xu Shubiao, his family and other shareholders established Red Bull Energy Beverage Co., Ltd. (joint venture company). 2065438+September 2008, the term of operation of the joint venture company expires. In 20 19, Tencel Group, together with local partners Guangzhou Yaoneng Beverage Company and Pusheng Food Sales Co., Ltd., launched two products, Red Bull _ Anneji Beverage and Red Bull _ Vitamin Flavor Beverage, in the domestic market.