The success of Red Bull in China is undeniable. Hua Bin Group played an important role. At present, Red Bull is a well-deserved king in the field of functional drinks in China, with a market share of over half. However, Hua Bin Group does not own the trademark of Red Bull, which seems to be a familiar story and has to be reminiscent of the competition between Guangzhou Pharmaceutical and Jiaduobao for Wang Laoji. And will Hua Bin Group become the second Jiaduobao?
Our own brand has sold more than 80 billion in China, but the trademark right is not in our own hands?
Look at China Red Bull and Thailand Tencel's past lives: The founder of the Red Bull brand is Xu Shubiao, a China native who was born in Hainan, China and grew up in Thailand. In 1970s, his company developed a functional beverage containing water, sugar, cellulose alcohol and vitamin B, and founded the Red Bull brand. By the early 1990s, the domestic market had just opened. Xu Shubiao saw the opportunity for Red Bull to expand the mainland market, but it was difficult to do so because there were no functional drinks in the catalogue at that time.
At this time, Yan Bin, who has been in Thailand for many years and is familiar with the domestic market, saw business opportunities. After a friend's introduction and understanding of Xu Shubiao, the two sides quickly reached a cooperation. 1995, with the help of Yan Bin, Red Bull officially entered the domestic market and established a joint venture company. The former is mainly responsible for production and sales, while the latter mainly provides brand authorization and technical support. In the next 20 years, Red Bull's business also developed rapidly in China.
Our own brand has sold more than 80 billion in China, but the trademark right is not in our own hands?
According to the data of Euromonitor, during the three years from 20 14 to 20 16, the sales of Red Bull in China reached169.03 million yuan, 201/kloc-0.50 million yuan and 221630,000 yuan respectively. At its peak, Red Bull was in a functional drink. As a result, Yan Bin's worth has also risen, reaching $65.438+02 billion (83 billion RMB), making him a super-rich man in Forbes.
With the increasing sales of Red Bull Beverage in China, Hua Bin Group's leading position in Red Bull China is also improving. After Xu Shubiao's death, the heirs of the Xu family had different views on the distribution of interests, which led to conflicts between the two sides. In the past few years, the income of China Red Bull has been declining, and its market share has dropped to 58% under the pressure of competitors. The rise of special drinks in Le Hu and Dong Peng has gradually swallowed up a large part of Red Bull's market share. In addition, another Thai beverage brand, Karabao, also announced that it will invest 2 billion yuan in China for marketing promotion in the future, and the competition is becoming increasingly fierce.
Our own brand has sold more than 80 billion in China, but the trademark right is not in our own hands?
Judging from the actual situation of both sides, both sides have their own preparations. Although Hua Bin Group has introduced other brands of beverages, Red Bull is still its main source of income. If the operation is stopped, it will cause a heavy blow to the enterprise. On the other hand, Tencent Thailand recently launched a new product, but it is almost impossible to find more channel resources than Hua Bin Group in order to occupy the market in a short time. The long-term struggle between the two sides is undoubtedly a long-term damage to the Red Bull brand.