The "Red Bull" drink was founded in Thailand by Xu Shubiao, and its name is "Krating? Daeng". It was the Austrian Dietrich Mateschitz who really made "Red Bull" a world-famous brand. Mateschitz) and the Austrian Red Bull Company (Red Bull? GmbH) co-founded by Xu Shubiao and Mateschitz. Currently, the Xu Shuen family represented by Xu Shubiao’s son owns 51% of the shares of Red Bull? GmbH. Matt. Schitz owns the remaining 49% of the shares.

It can be said that "Red Bull" is a brand founded in Austria and ranks first in the Austrian brand list. However, the "Red Bull" beverage is undisputed. The Chinese name and Thai name "Krating Daeng" belong to the Thai brand. The owner of the "Red Bull" brand itself currently belongs to the Thai Xu Shuen family

Xu Shubiao founded "Thailand Red Bull"

Xu Shubiao (Chaleo? Yoovidhya is the founder of the "Red Bull" beverage and is known as the "Beverage King" of Thailand.

In 1923, Xu Shubiao was born in Wenchang, Hainan, China, and was taken to Thailand by his relatives when he was 2 years old. Reunited with his father. Xu Shubiao, who grew up in a slum, worked as a salesman at the age of 20, selling medicines to households.

In 1956, Xu Shubiao founded T.C. Pharmaceutical Limited.

< p>Partnership, Xu Shubiao established a pharmaceutical factory in Bangkok called T.C.Pharmaceutical?

Industries? Co., Ltd. ). In 1978, Xu Shubiao’s factory developed a “nourishing drink” containing water, sugar, caffeine, fiber alcohol and vitamin B, named “Krating?

Daeng” ( "Krating" means "red bull" in Thai), and its target sales group is blue-collar workers such as shift workers and truck drivers, helping them stay awake when working all night long. "Krating?

Daeng" became popular after it was launched in Thailand in 1981. Popular, the product is in short supply.

Mateschitz made "Austrian Red Bull" global

In the 1980s, Dietrich, a salesperson at the German Blendax toothpaste company (later acquired by Procter & Gamble). Dietrich?

Mateschitz went to Bangkok, Thailand for a business trip. When he got off the plane, he was out of work due to jet lag. He discovered that the local rickshaw driver drank a drink called Krating?

Daeng’s drink, so I went to the drugstore to buy this drink. After drinking it, my fatigue was gone.

Matt Schitz

Matt. When Sheets later arrived in Hong Kong, he learned that some Asian products called "tonic drinks" were popular in various countries in the Far East. As a result, he gradually formed the idea of ????promoting this functional drink to markets outside Asia. Mateschitz immediately took action and found Xu Shubiao, the founder of "Krating?

Daeng", and proposed cooperation to promote "Red Bull" globally.

In 1984, Xu Shubiao and Mateschitz each invested US$500,000 to establish the company. They each held 49% of the company's shares, and the remaining 2% was owned by Xu Shubiao's son Xu Shuen (Chalerm?< /p>

Yoovidhya), and it was decided that Mateschitz would actually run the company. As a result, "Red Bull Co., Ltd." (Red? Bull?

GmbH, hereinafter referred to as "Red Bull Austria") was officially established in Austria. In 1987, a new functional drink "Red Bull Energy Drink" appeared in Austria. This is not just the launch of a completely new product, but actually the creation of an unprecedented product category.

In Thailand, energy drinks have long been considered a symbol of blue-collar workers. Different from local drinks in Thailand, the Austrian company Red Bull produces carbonated soft drinks, which appear as strong energy drinks and contain a variety of nutrients and caffeine. They are used as refreshing and even fitness drinks. .

Austrian Red Bull also repositioned the drink into a fashionable and high-end drink, which was first launched in major ski resorts in Austria. However, because Red?

Bull has a bad taste and contains substances such as taurine and caffeine that are not suitable for frequent intake by the human body. In addition, the price of a single can is much higher than that of Coke. Therefore, Few people care. However, Mateschitz believed that Red?

Bull was a functional sports drink, so he boldly tried to use "sports" to promote it and focused on young customers for long-term market cultivation.

Mateschitz hired students to drive around the school in cars with giant cans on top and gave away free drinks of the new beverage at various parties. Mateschitz's act of generosity endeared many young people to the brand.

In 1992, Red Bull drinks expanded to the international market, entering Hungary and Slovenia. It entered the United States in 1997 and the Middle East in 2000. By 2000, global sales of 250 ml Red Bull drinks reached 1 billion cans.

Austrian Red Bull has gradually increased the global status of the Red Bull brand by providing sponsorship for extreme sports. Red?

Bull has always been committed to supporting sports events and pop culture, and is deeply loved by young people around the world with its fashionable and trendy image. The Austrian company Red Bull sponsors dozens of extreme sports events every year, such as ice climbing, gliding, etc. In a sponsored aerobatic display, Austrian player Felix Baumgartner took the lead in flying across the English Channel. When his parachute slowly fell from high altitude, the giant Red Bull logo on the parachute was clearly reflected. caught the attention of live audiences and TV viewers.

In 2015, Austrian Red Bull sold 5.957 billion cans of Red Bull beverages around the world. The company had a turnover of 5.903 billion euros and more than 10,000 employees worldwide.

Yan Bin founded "China Red Bull"

In 1954, Yan Bin was born in a poor family in Shandong, China. After graduating from junior high school in 1970, he joined the team in Lin County, Henan, and later went to Thailand. In 1984, Yan Bin founded Reignwood Group in Thailand, focusing on property, tourism, international trade, etc. In December 1995, Reignwood Group established Red Bull Vitamin Beverage Co., Ltd. in China through a joint venture with Red Bull Vitamin Beverage (Thailand) Co., Ltd. and Thailand Tencel Medical Health Care Co., Ltd., and owned the operating rights of the "Red Bull REDBULL" trademark in China. Advertising slogans such as "Replenish physical strength and full of energy", "Drink Red Bull when you are thirsty, drink Red Bull when you are sleepy or tired" have become widely circulated, and the "Red Bull" brand has also become well-known to the majority of Chinese consumers.

Every “Red Bull” brand is different

What may easily confuse everyone is that the packaging of drinks with the same name as “Red Bull” is different in Southeast Asia, Europe and China. , the business entities in these markets are also different.

Thailand Tencel Pharmaceutical Group (T.C.?PHARMACEUTICAL?INDUSTRIES?CO.,?

LTD., Thai Red Bull) is the founding company of Red Bull functional drink and the global "Red Bull" trademark owner. Austrian Red Bull and China Red Bull are both trademark licensees.

The operating rights of "Red Bull" beverages in Southeast Asia belong to the Thai Red Bull Company of Xu Shubiao's family. The operating rights in mainland China belong to China Red Bull Vitamin Beverage Co., Ltd. run by Yan Bin. The operating rights in the rest of the world belong to Austrian Red Bull (Red?

Bull? GmbH).

Packaging of Thai Red Bull

In Thailand, "Red Bull" is a general refreshing functional drink that does not contain carbonic acid and has relatively concentrated ingredients. It is commonly seen in 150 ml glasses. Bottle packaging and golden low can packaging. In the words of Thai locals, if you drink more than one bottle of "Red Bull", you will not be able to stand it.

The packaging of Austrian Red Bull

The packaging of Austrian Red Bull

The packaging of Austrian Red Bull energy drink is blue and silver high can packaging, and later also launched other colors Packaging and variety, but all in tall cans. Austrian Red Bull has less sugar and added carbonation, and contains caffeine, taurine, and multiple vitamin B. In 2014, Austrian Red Bull functional drink began to enter the Chinese market through imports.

The packaging of China’s Red Bull

China’s “Red Bull” began to be packaged in gold short cans, and later also launched blue cans.

The rich man created by "Red Bull"

Xu Shubiao was selected as one of the "Top Ten Most Famous Thais Overseas". He was the richest man in Thailand in 2009 by Forbes magazine. In Forbes' 2011 list of Thailand's richest people, Xu Shubiao ranked second with a net worth of US$5 billion and 205th in the world. Xu Shubiao died of illness in a hospital in Bangkok, Thailand, on March 17, 2012, at the age of 89. Xu Shubiao never showed off his wealth. He had not given a single media interview or appeared in public for thirty consecutive years.

On the 2016 "Forbes" Thailand Rich List, Xu Shubiao's son Xu Shuen (Chalerm? Yoovidhya) ranked fourth, with a net worth of US$9.7 billion.

Dietrich Mateschitz is now the richest man in Austria. His asset valuation on the 2016 Forbes Global Rich List reached US$13.2 billion, and his global ranking jumped to 64th. In addition to Red Bull Austria, he owns two football teams, a Formula One racing team and a stake in a luxury resort in Fiji.

Yan Bin’s industry also developed by operating the “Red Bull” beverage in China. In the 2016 Hurun China Rich List, Yan Bin ranked tenth with a wealth of 78 billion yuan. In addition to beverages, Reignwood Group's business also involves real estate and property management, golf industry, hotel, sports industry and other fields.