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When you are physically and mentally exhausted, you can always hear the classic slogan "Drink Red Bull when you are tired". As a functional beverage, Red Bull has a history of 35 years in China, but it is not difficult to find that many people now say that Red Bull has changed its taste, and the former beverage giant is also slightly "depressed" unconsciously.
In fact, there are three kinds of red bull products on the market, all in the same package. Many people drink Greater China Red Bull since childhood, which is actually a "red bull vitamin functional drink". What about the other two red bull vitamin drinks and red bull Annette drinks? Not only the packaging is the same, but also the label. If you have been competing for the trademark of Red Bull for four years, you will understand why.
First of all, why are there three kinds of red bulls? In fact, this has a lot to do with Red Bull's desire to enter the China market. Before entering the China market, Red Bull had enjoyed a good reputation all over the world. However, due to various reasons, there has been no way to successfully enter the China market. The appearance of Yan Bin provides Red Bull with an opportunity to enter the domestic market.
Therefore, in 1996, Thai Tencel and Yan Bin, the trademark holder of Red Bull, jointly established the joint venture company Red Bull Vitamin Company. Since then, Yan Bin has the right to produce and sell Red Bull products. This is also one of the three red bull products on the market (red bull vitamin functional drink).
On June 29th, 2020, 10, the Intermediate People's Court of Zaozhuang City, Shandong Province issued a behavior preservation ruling, which escalated the long-lost red bull war of words. 165438+1October16, Red Bull Vitamin said in a statement posted on its website: "The people's court ruled that China Red Bull has the exclusive right to produce and sell red bull drinks in China for 50 years." This statement has aroused widespread concern in the industry and the media. In June165438+1October 18, Tencent Group issued a statement to the media: "We strongly condemn Yan for using the joint venture company to make false statements, mislead the public and engage in illegal business activities."
Before this, two red bulls had already "crashed". Tencent in Thailand said that the authorization period of Yan Bin was only 20 years (20 16, 10), while Yan Bin said it was 50 years. So far, the whole thing has not been decided, so there are two red bulls on the market.
So where did the third bottle of Red Bull come from? Red Bull An Naijin Beverage was actually produced by Thai Tencel Health Care Co., Ltd. in China, and entered the China market at the end of 20 19. In fact, this is because the original packaging in Thailand failed to get the approval, so it was given to a new red bull. The purpose is also very simple, so that Red Bull Anakin Beverage and Red Bull Vitamin Functional Beverage can jointly seize the China market. In this state, there are three products in the whole market called Red Bull, and they are all genuine. Now this farce is not over yet.
Gigi Lai Toutou
Incredibly, Hua Bin Group, a foreign-funded enterprise, has been trying to decorate itself as a state-owned enterprise in China, playing emotional cards and sad cards, thus confusing the basic business logic: "The world is bustling, all for profit." This is the real beginning of the story of Red Bull.
During 1995, the meeting between Xu Shubiao, the boss of Tencent, and Yan Bin has become a much-told story of "national entrepreneurs serving the country" in the overwhelming marketing of Hua Bin Group in China. According to Hua Bin Group, Yan Bin is an outstanding representative of the first batch of overseas Chinese entrepreneurs. In his early years, he went south to Thailand to make a living and even sold blood. At the beginning of Hua Bin Group's establishment, it went through hardships and met Xu Shubiao "accidentally" with Xu Yumeng. Out of love and familiarity with the motherland, they opened the energy beverage market in China.
In fact, Xu Shubiao, the founder of Red Bull, is also a Chinese Thai in Wenchang, Hainan. 1962, at the age of 40, he started a pharmaceutical factory from scratch. In the 1970s, Thailand was in a period of rapid development (similar to the 1990s in China), and the working class and workers became the main labor force. Xu Shubiao discovered business opportunities and developed a "nourishing drink" called Krating Daeng in his own pharmaceutical factory, the predecessor of Red Bull.
198 1 year, after years of marketing and brand accumulation, Red Bull finally opened its market in Thailand and began to go global-according to Xu Shubiao's autobiography, "Red Bull brought me 1 1 10,000 baht a day (about RMB 212000 yuan)". That is to say, before 1995, Thai Red Bull was not only popular in Thailand, but also had a certain influence in the world-for this reason, Xu Shubiao authorized Austrian Red Bull in 1987, and Red Bull had its first "spokesperson" abroad. Interestingly, Thai Red Bull has been sold to 168 countries around the world, and only two countries have been licensed: one is 1987 Austrian Red Bull; One is 1995 China Red Bull.
So, was the meeting between Yan Bin and Xu Shubiao accidental? Besides, wasn't this kind of business a slogan then? Interestingly, in the 1980s, Yan Bin's main business in Thailand was real estate. He is a shrewd businessman and made a lot of money in Thailand's real estate industry by relying on the Asian financial crisis. Don't you know: Without successful precedent, potential business opportunities and technical blessing, who dares to try cross-border and cross-border real estate to enter the functional beverage market? Secondly, Hua Bin Group deliberately highlights national feelings and national feelings, thus confusing the basic logic of business.
In the publicity materials of Hua Bin Group in China, it can often be seen that Yan Bin chose to open the functional beverage market in China with his love for the motherland and his desire for the motherland's construction. In fact, after China 1995, the situation was similar to that of Thailand in the 1980s, and the number of manual workers increased greatly with the economic prosperity. It can be said that this is a fertile ground, and the desire of foreign capital and enterprises to enter has become the norm of that era. However, it is puzzling that after Yan Bin team cooperated with Tencel Thailand to establish Beijing Red Bull, Tencel Thailand not only provided brand authorization for Yan Bin, but also provided a series of technical and expert support. However, Yan Bin's team blindly claimed credit for themselves.
It took only a few months to complete a series of work such as negotiation, signing, production and listing-these propaganda words frequently appear in various media. From this point of view, it is really shameful to ignore the power of the times, ignore the successful experience and help of the past, talk about an enterprise at the height of the country, and blindly put on a high hat for itself.
"Open the road on every mountain and bridge when it meets water." This is a classic sentence by Yan Bin.
In fact, Yan Bin has been Red Bull's "spokesperson" in China for the past 20 years. Even so, according to Caijing, before 20 15, Beijing Red Bull had not held a board meeting for 20 years, and the Xu family, as the largest shareholder, had never received dividends. At this point, from this point of view, it is not like a bridge in the water, but like a kick off the bridge.