Among them, the sales of China Red Bull reached12.73 billion yuan. In addition, another energy drink war horse owned by Hua Bin has now entered the second camp of domestic energy drinks.
Red Bull is an old brand that we are familiar with. Since it entered China in 1990s, this little golden jar has carried countless people's fond memories of childhood. No matter before the exam or going out to play, you have to go to the supermarket to get a can. No matter what the taste is, Red Bull is really refreshing.
But in recent years, Red Bull's competitors began to increase. Many brands have launched their own energy drinks, from the cool talons to Dongpeng special drinks, and many brands have launched their own functional drinks, and even the Thai relatives of Red Bull have come in and mixed in.
With the arrival of summer, the beverage industry has ushered in the peak sales season. If you look closely, you will find that more and more TV advertisements are occupied by drinks. But in the process of purchasing, we have encountered many problems. Except for some "pirated" products, many products are genuine, but their names are different, which has brought great troubles to consumers.
Wang Laoji and Jia Duobao can still be distinguished from each other by their names, but the problem of Red Bull may be even more difficult to understand. At present, there are three kinds of red bull brands on the market and they are all on sale. In addition to the similar names, even the packaging is a unified golden jar.
It's just that there is a row of small characters on the outer packaging to distinguish different brands. But you can rest assured that all three models are genuine and can be purchased with confidence. It is precisely because of the coexistence of the three that consumers' right to know has been "infringed". What is going on?
Red Bull is divided into three companies in the world, including the Xu Shi family in Thailand. Red Bull was also invented by Xu Shubiao of the Xu family. 1995, Xu Shubiao, the founder of Thai Red Bull, cooperated with Yan Bin, the owner of Hua Bin Group and Vitamins, to establish Red Bull Vitamins Company. In this way, Yan Bin legally has the right to produce and sell Red Bull products.
With the phrase "Drink Red Bull when you are tired", Red Bull became an instant hit in China market, and its products are red bull vitamin functional drinks, which is what we call China Red Bull. Therefore, one of three kinds of red bull appeared in the market: red bull vitamin functional drink.
The second kind of red bull is an imported version of red bull produced by a local company in Thailand, which is called red bull vitamin flavor drink. When it entered the China market, it was naturally in a competitive state with the domestic version of Red Bull.
However, at the beginning of their cooperation, the two men * * * with marketing and * * * with investment to enhance their popularity. At its peak, Red Bull's sales exceeded 23 billion yuan, ranking first in the energy beverage market in China. However, if you stay together for a long time, you will be separated, and if you stay together for a long time, you will be together. Thai Tencel Group will not let Red Bull vitamin surpass itself.
After decades of "quiet period", the friendly situation between Tencel and Hua Bin began to break down. After the death of founder Xu Shubiao, the considerable market of Red Bull triggered the beginning of the contradiction between the two sides. First of all, the smuggling problem is very serious. From 200 1 year to 2005, a large number of red bulls without Chinese logo were smuggled into China from Southeast Asia, which caused great losses to China Red Bull and the country.
In 20 12, two red bulls parted ways. Thailand Tencel's executives were replaced, and then confronted with Red Bull Vitamins. Thai Tencel insists on granting the Red Bull Vitamin brand a 20-year license, with a deadline of 20 16 years, and refuses to postpone the operation.
However, Red Bull Vitamin said that the business authorization period signed by both parties is not 20 years, but 50 years. Since then, the contradictions between the two sides have intensified. Since 20 15, the two sides have launched a tug-of-war in the commercial and legal fields on issues such as joint venture term, trademark and equity, and more than 20 lawsuits have occurred. The lawsuit is still going on, but the production can't stop, so there are two red bull drinks on the market.
So where did the third Red Bull come from? When the two companies filed a lawsuit against red bull vitamin drinks, the third red bull drink began to appear on the market. She was Red Bull Anneji, but interestingly, it was also produced by Tencel, but it was a subsidiary of Tencel Health Care Co., Ltd.
Because the incident of Hua Bin Group about red bull vitamin drink has not been solved before, Tencel tried to use a new red bull to enter the China market again with great fanfare. The purpose is to let Red Bull Annette compete with Red Bull Vitamins in the market.
In this state, there are three products called Red Bull in the whole market, and they are all genuine. But this farce is not over yet. In September, 2020, Tencel Group of Thailand announced that it would invest/kloc-0.06 billion yuan to expand the China market in the next three years, and continue to increase the import of Red Bull and the export of Red Bull Annaiji.
Some experts predict that if we continue to "fight" with each other, it may bring more possibilities to other beverage companies.
At present, the beverage market is not easy to do. Many brands, including beverage giants such as honey grapefruit tea and Huiyuan Juice, have encountered bottlenecks. The three red bulls "fight" with each other, which is likely to give other brands a chance. By then, all three parties may face challenges. In the context of the great era, it may be the best choice to join hands in business and cooperation.