In fact, in addition to the Internet industry, there is also an invisible industry that is easy to accumulate wealth, that is, the fast-moving beverage industry. People who know it naturally understand how high the profit is, just like the Wahaha beverage we are familiar with, with which its founder Zong Qinghou won the richest man in China three times, and the Want Want beverage made its founder Cai Yanming the richest man in Taiwan Province.
Today we are going to talk about the legend achieved by selling this beverage, which is Red Bull Beverage. How did its legend come into being? It made Xu Shubiao, Metschutz and Yan Bin become 1, millionaires respectively. Among them, Xu Shubiao, the founder, became the richest man in Thailand, Metschutz, the partner, became the richest man in Austria, and Yan Bin of China once earned 2 billion yuan by red bull drinks. This seems to be a fabulous achievement. How did Red Bull Drink do it?
The founder of Red Bull is Xu Shubiao, a Chinese who was born in Hainan, China and grew up in Thailand. He was once selected as the most famous Chinese in Thailand, and it was he who founded Red Bull in Bangkok, Thailand. This brand was very popular in all countries in that year, although it was founded for nearly half a century, it is still enduring.
Xu Shubiao once wrote in his biography that Red Bull brought me 11 million baht (about RMB 2.25 million) every day. Such an inconspicuous fast-moving beverage has created a sales myth in more than 1 countries around the world, and now Red Bull still occupies more than half of the functional beverage market.
At that time, the reason why this functional drink Red Bull sold well in Thailand was that the target group of this functional drink was the operators who worked in the day shift and night shift, truck drivers, and so on, who needed to stay energetic and help these people stay awake at night. Although it was called "the drink for the poor", it did not affect its sales in the Southeast Asian market.
Then the Austrian Metschutz invested 5, US dollars as a partner of Red Bull. There is no doubt that Metschutz plays an important role in the globalization of the Red Bull market. It is said that this businessman with a keen sense of smell went to Xu Shubiao after drinking Red Bull when he was on a business trip in Thailand, and they hit it off.
Later, in Austria, Red Bull was repositioned as a high-end drink, and an innovative attempt was made to position it with "sports", which quickly occupied the young people's market and then slowly spread to the world, thus pushing Red Bull to the position of a world brand.
On the whole, Red Bull has been very successful through the concerted efforts of Xu Shubiao and Metschutz. In order to open up the market in China, Yan Bin, a native of China who worked hard in Thailand, was introduced to China. After entering China, the market was in short supply. At that time, the daily output of 3, cans was not enough to sell, and gradually China's sales were almost half of Red Bull's global sales. Red Bull drinks brought Yan Bin 2 billion a year.
Later, there was a dispute about whether Yan Bin got a 2-year license or a 5-year license. If the trademark right was taken back, it would be a heavy loss for Yan Bin, but in any case, the red bull drink was successful. The sentence: Your ability is beyond your imagination, and the advertising language really seems to be magical and makes people remember it easily.
In fact, there are many brands of functional drinks around us now. If China Red Bull really says that its authorization has expired, it is not certain who will become the dominant functional drink. What do you want to say about it?