Liu Adou, who couldn't afford to help in ancient times, sent the mountain laid by his parents to others; During the Republic of China, Zhou Fujiu, the richest salt merchant in Jiangxi, was squandered by his two sons. The son of Sheng Xuanhuai, the richest man in the late Qing Dynasty, was prosperous and lost140 billion in his life.
In recent years, Haixin Group, built by Li Haicang, the richest man in Shanxi, has 4 billion assets, and its son Li Zhaohui changed hands in only one and a half years.
Since ancient times, it seems that people can't escape the fate of "three generations are poor and three generations are rich", and so is Xu Shubiao, the "king of drinks" in Thailand.
Xu Shubiao, founder of Red Bull, once ranked second in Thailand's rich list with a value of $5 billion. However, his family business was in chaos because all his children failed to live up to his expectations. At the age of 87, he wanted to marry a secretary of 19. What kind of life has he experienced?
Xu Shubiao was born in a small village in Wenchang, Hainan. In order to escape the war and get rid of poverty, my father joined the "Lower Nanyang" and made a living in Thailand.
Just when Xu Shubiao was two years old, his father established himself in Thailand and lived in Thailand with his family.
At first, my family made a living by raising ducks and selling fruits, and my life was very hard. Because there are many children at home, Xu Shubiao only studied for a few years, so he helped feed ducks, sell fruits and take care of his younger brothers and sisters at home.
When he grew up, Xu Shubiao became a bus conductor. He works hard and saves money while working.
In his early twenties, Xu Shubiao and his brother went to Bangkok. He sells in a pharmaceutical company called FECelie, and sells it to everyone on the street every day.
Xu Shubiao worked hard, not only earned the first fortune in his life-200 yuan money, but also mastered the relevant professional knowledge of the pharmaceutical industry.
There was absolutely no way out for working, so he started his own business. That year, Xu Shubiao was 40 years old.
With the accumulated 200 yuan money, Xu Shubiao set up his own pharmaceutical factory in the old city of Thailand, which is actually a small workshop named Tencel Pharmaceutical Factory.
"Although the sparrow is small and complete," pharmaceutical companies not only sell drugs, but also engage in drug research and development. At first, Xu Shubiao was as busy as a bee from leaders to workers to salesmen and R&D personnel.
Later, his son said in an interview with Thailand's "National Daily": "My father worked all his life, but he never complained that he was tired. He really likes his job and often stays up until one or two o'clock in the evening. When he talks about his work, he is always so happy and excited. "
Thanks to Xu Shubiao's unremitting efforts, the antibiotics produced by Tencel Pharmaceutical Factory have occupied a place in the pharmaceutical market in Thailand, but the market competition is still extremely fierce.
Worried that he couldn't find a breakthrough, Xu Shubiao developed a potion containing water, sugar, caffeine, cellulose alcohol and vitamin B by chance, which was refreshing and delicious, and made Xu Shubiao suddenly enlightened.
He boldly imagined that if this liquid medicine is put on the market as a beverage production, it will not only avoid the competition in the pharmaceutical market, but also fill the gap in the functional beverage market, and it is expected to rise suddenly and kill two birds with one stone.
This is a huge business opportunity. Based on sensitive business insight, Xu Shubiao decisively gave up drug production and took beverages containing caffeine and vitamins as the main market.
In order to reflect the "functionality" of the beverage, he chose two Indian bison as trademarks and named them "Red Bull", which came into being.
For the newly launched red bull drink, the sales volume is not good. Smart Xu Shubiao noticed that Thailand was a big rubber exporter in Asia at that time, and front-line workers and truck drivers had to work in shifts and were exhausted.
Xu Shubiao combined the selling points of his own products to promote Red Bull by giving free drinks to truck drivers and factory workers.
In terms of geographical selection, Xu Shubiao avoided the Bangkok market occupied by leading products and chose to launch Red Bull in the cities around Bangkok. This marketing method of "rural encircling the city" has achieved the expected effect.
After the opening of the external market, Red Bull won the Bangkok market in one fell swoop, and the sales of Red Bull in the Thai market were completely opened.
In just one year, Red Bull ranked second in sales in Thailand.
The following year, Red Bull's sales volume crushed Japanese products first and power health care, becoming the first in that year.
After Red Bull was known and accepted by the public, its sales were extremely hot. As a visionary businessman, Xu Shubiao is not willing to be a local rich man. Red Bull should go international and enter a broader market.
So he began to build factories abroad drastically, and the production line was "people rest, machines don't rest" for 24 hours.
Soon, Red Bull blossomed everywhere in Southeast Asia, Western Europe and Northern Europe, and Xu Shubiao was well-deserved as the "king of drinks" in Thailand.
The first handshake between Xu Shubiao and Dietrich Matschz, a toothpaste manufacturer, really opened the curtain for Red Bull to enter the international market.
1982, Austrian businessman Matt Schz came to Asia for the first time. He felt very tired after getting off the plane. When he came into the store to buy drinks, the salesman recommended a refreshing drink-Red Bull.
After drinking, Matt Schz felt exhausted and refreshed. The businessman's intuition told him that business opportunities should not be missed.
Matt Schwartz came to Thailand and took the initiative to find Xu Shubiao, telling the whole story of his plan to push Red Bull to the European market, and the two hit it off.
In 1984, before it was too late, they co-founded Austrian Red Bull, with each contributing 500,000 US dollars, accounting for 49% of the shares, and Xu Shubiao's son accounting for the remaining 2%.
Considering that Europeans have the habit of drinking carbonated drinks, Xu Shubiao agreed that Austria should add carbonated drinks to the improved formula to turn the red bull into a sparkling drink, which is now the blue red bull on the market.
Matt Schz accurately positioned Red Bull as a sports energy drink, and sponsored the test flight of artificial fiber glider under the name of Red Bull in Austria, which made Red Bull a local hit.
Red Bull has also been exported to more than 70 countries and regions, opening the peak of its journey from Thailand to the world.
Matschz has undoubtedly become the biggest beneficiary of this cooperation, worth $265,438 +0.2 billion, becoming the richest man in Austria.
Xu Shubiao is a persistent person. In his mind, nothing is called "too difficult" or "impossible".
In order to make Red Bull drink global, Xu Shubiao has been insisting on teaching himself English and law. He believes that knowing English and law is a prerequisite for Red Bull to enter the international market and remain invincible.
Xu Shubiao's confidence is growing as fast as Red Bull's sales, and China, which has a consumer market of several hundred million RMB, becomes Xu Shubiao's next challenge.
199 1 year, Xu Shubiao returned to his hometown of Hainan with Xu Shi family members for the first time and made a field trip, hoping to build a Red Bull Beverage Factory in sanjiang town, Qiongzhou City.
However, due to the excessive caffeine content of Red Bull, which does not meet the production standards of China beverage industry, the project has been stranded.
Therefore, the emergence of Chinese Thai Yan Bin provided an opportunity for Xu Shubiao to invest and build a factory in China.
Yan Bin, who once had the experience of selling blood for a living, is strikingly similar to Xu Shubiao who started from scratch.
When they met for the first time, they had a good talk and immediately finalized an agreement: during the 50-year operation period, Yan Bin will be responsible for solving the problem of health food approval certificate and for the production and sales of Red Bull in China. Tencel Group provided raw materials and technical formula for profit, which ensured the exclusive production and operation right of China Red Bull in China for 50 years.
In order to get the approval, Yan Bin took the taurine content of Thai Red Bull as 1/8 as the production standard of domestic red bull, and the caffeine of domestic red bull was also reduced by 30mg/ can.
After formula adjustment, it was successfully approved for production, Hainan Red Bull Beverage Co., Ltd. was established, and Hua Bin Group under Yan officially introduced the Red Bull brand to China.
From 1995 to 1998, Yan Bin invested 200 million yuan to broadcast the advertisement "Red Bull Comes to China" for the first time at the most influential CCTV Spring Festival Gala in China, but the result was not satisfactory.
Yan Bin, who refused to admit defeat, took his team to sell from door to door and gave it to taxi drivers for free.
This anti-fatigue water is very popular in China after Yan Bin's insistence and the continuous broadcast of Red Bull advertisements in prime time TV.
"Drink red bull when you are thirsty, and drink red bull when you are tired and sleepy!" Simple and rude advertising language is a household name, and Red Bull has become the first brand of functional drinks in China.
In just one or two years, the audience of Red Bull has also expanded from drivers, night performers and workers who often stay up late to teenagers and sports enthusiasts.
In the domestic market, Red Bull took 16 years from 0 to 10 billion, and only took two years from 10 billion to 20 billion. On the 20 19 hurun rich list, he ranked 26th before Liu and lei jun with a net worth of 80 billion. ..
Red Bull not only made the "king of drinks", but also made Yan Bin.
Nowadays, Red Bull Beverage has become a well-known beverage popular all over the world. In 20 10, Red Bull sold more than 4 billion cans worldwide, bringing Xu Shubiao a daily income of 358,000 dollars.
In 20 12, Xu shubiao was selected by Forbes magazine as the 205th richest man in the world and the second richest man in Thailand, with a net worth of $5 billion.
Xu Shubiao's life is an inspirational model. "Bangkok Post" said: "Xu Shubiao is a business and marketing wizard. He let people all over the world know about Thailand's functional drinks. "
In 20 12, Xu shubiao died at the age of 90. As the founder of Red Bull Group, Xu Shubiao lived a legendary life. According to Thai tradition, Xu Shubiao's family held a week-long traditional religious ceremony in a temple in western Bangkok.
Xu Shubiao is a low-key person and has never been interviewed by the media for more than 30 years. His requirements for material life are very low. Brand-name clothes and luxury cars are all imported to him.
Xu Shubiao often wears shabby clothes and patrols his factory by bike. Once, he was stopped by the new security guard outside the factory.
Cao regarded charity as his duty, and Xu Shubiao paid great attention to charity after his successful career.
He believes that every company has its due social responsibility. This era has made him, and he should also be grateful to the society and give back to it.
In the small village where I lived as a child, Xu Shubiao built temples and highways. 20 1 1 After the flood, Xu Shubiao donated money and materials to help rebuild his hometown, set up scholarships for local children and help poor left-behind children continue their studies.
Bao Fang Tiqi Primary School, Bao Fang Middle School and Wenchang Middle School all received financial support from Xu Shubiao. Xu Shubiao also arranged for villagers to find jobs in their own factories. Now the villagers are grateful to mention Xu Shubiao's name.
In the 2008 Wenchuan earthquake, Xu Shubiao donated 1 1 10000 yuan at the first time, which helped the Wenchuan people tide over the difficulties.
The Thai government also received 654.38+0.5 billion baht donated by Xu Shubiao to set up social welfare undertakings, and the King of Thailand commended Xu Shubiao for his contribution to the country.
Xu Shubiao also likes to sponsor various activities. In China, Red Bull has sponsored the China Youth Triple Basketball Tournament for many times. All the events and extreme sports have the figure of Red Bull, which further highlights the brand power of Red Bull. Xu Shubiao was also awarded the first batch of "Special Honorary Citizens" by Wenchang County Government.
Today, the era of Xu Shubiao no longer exists, but Tencent Group's belief in giving back to society has not changed. During the COVID-19 epidemic, Tencel Group donated RMB120,000 and a large number of Red Bull products to support the epidemic prevention and control work.
Xu Shubiao's business is like a duck to water, but his family is not satisfied. He married two wives and gave birth to 1 1 children. As a business genius, Xu Shubiao's children did not inherit his excellent genes.
Perhaps Xu Shubiao's desire for protection is too strong, and his children are mediocre people who only want to enjoy themselves.
This also forced Xu Shubiao to hand over the inheritance right to his eldest grandson Wolayu. Unexpectedly, Xu Shubiao, who was wise all his life, sometimes slipped.
The performance of Wolayu also made the late Xu Shubiao lose face and was exposed to the public countless times.
87-year-old Xu Shubiao is not warm at home. She once fell in love with a female secretary who was only 19 years old and tried to marry her. This absurd move was strongly opposed by her family.
In desperation, this "happy" marriage also went away, which became a great failure in Xu Shubiao's brilliant life.
20 12 In September, Volayu, the grandson of billionaire Xu Shubiao, escaped after driving a silver Ferrari and killed a policeman. This case has pushed Red Bull Group and the Xu family to the forefront.
According to the Bangkok Post and other foreign media reports, Wexianglan Bashuo, a Thai police officer, was riding a motorcycle to patrol the famous Sukunyi in Bangkok when he was hit by a Ferrari sports car.
The sports car dragged him100 meters and then escaped. When the police tracked Xu Shi's mansion, Xu Jia tried to push the driver out to carry the bag.
Finally, the police confirmed that the hit-and-run driver was the future successor of the Xu Shi family, Wolayu, who relied on his family's economic status by hook or by crook. He fell in love with his maid, and in order to get her, he killed the maid's husband with his car, that is, police officer Wei Xianglan Bashuo.
This vicious incident occurred less than half a year after Xu Shubiao's death. After the case, Prince Xu Shi was released on bail of 500,000 baht by his father, the current boss of Thailand Red Bull Group.
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After that, Wolayu took her own luxury business jet and went to England with her mother to watch the F 1 race at Silverstone Circuit. Celebrate birthdays in top restaurants in London; See beautiful women on the beach in Casablanca; Skiing in Japan sounds interesting.
The Thai court issued a summons to Wolayu seven times, but the lawyer refused for various reasons.
Later, Wolayu and his family appeared in Luang Prabang, the holy city of Laos, burning incense and worshiping Buddha in the temple, and then continued to enjoy various high-profile consumption holidays.
In the eyes of the rich, civilian life is like dirt. For Prince Xu Shi, killing people is just a piece of cake.
In the past few years, the prosecution failed to take Wolayu to court, which caused public anger in Thailand. Some people boycotted red bull drinks on social media, even in universities and on the streets, and few people responded, which didn't help.
Thai law stipulates that the prosecution period for speeding is one year, and Thai prosecutors will not sue Wolayu for speeding on the grounds that the accident occurred one year.
Five years later, the hit-and-run period passed, and in the free and extravagant life, Wolayu's crime disappeared. Chris Baker, a British historian, and his Thai wife have also written many articles about the widespread inequality in Thailand and the relationship between power and money.
He said: "Wolayu has not been tried so far. He's not surprised at all. It is very common for people with power or money in Thailand to escape the punishment of the law, and it has become a part of Thai culture. "
The Straits Times report also said that the Thai people have become accustomed to this.
Under the pressure of public opinion, in 20 17, the Thai procuratorate issued an arrest warrant for Wolayu for the first time, but Prince Xu Shi had already flown away and disappeared.
In 2020, the momentum of the Thai police "don't bring Wolayu to justice and swear not to give up" suddenly disappeared, and they inexplicably announced the withdrawal of the charges against Prince Xu Shi.
Overseas experts said: "In Thailand, it is very common for people with power and wealth to be in the position of' absolute monarch'."
With the death of Xu Shubiao, the era of Yan Bin and Xu Shubiao is gone forever, and the 50-year production and management right of the agreement was denied by the new heir of Tencent Group.
The lawsuit between Thailand Red Bull and China Red Bull in trademark, equity and dividend has been escalating, and Tencent Cheng Huabin is also struggling in the whirlpool of disputes. It is inevitable that both sides will lose. The market share of Red Bull in China has dropped from 87% to 50%.
In order to seize the China market, Thai Red Bull did not hesitate to "kill 1,000 enemies and lose 800" and brought six walnuts from Yangyuan for a piece of the action. It is planned to invest 65.438+0.06 billion yuan to build a factory in Beijing and formally declare war on China Red Bull.
Not to be outdone, Austrian Blue Red Bull is ready to move in China, and China Red Bull has lost half of its territory.
In the future, who will be in charge of the ups and downs of soft drinks in the Red Sea is really uncertain.
200 yuan pushed himself to the altar of Xu Shubiao and left. Perhaps the biggest regret in his life is that he failed to train a qualified successor. I wonder how long the myth he created will last.
Baidu Encyclopedia Life of Xu Shubiao
Think tank Xu shubiao
Interface news "Thailand Red Bull Heir killed the police but the charges were dropped, Thai police: will investigate"
Hit-and-run, global wanted! Eight years after the incident, the grandson of the founder of Red Bull was awarded an "exemption sign" by Thailand.