This year's F1 team championship and driver championship competition are very fierce. At this stage (end before the Hungarian Grand Prix) Red Bull Racing Team temporarily leads Mercedes team by 4 points. But are you curious about why Red Bull (Red Bull) , as a functional beverage brand, participates in a large number of extreme sports , and also has two F1 teams (there are only 10 F1 teams in total) and the Austrian Red Bull Ring Circuit, which Red Bull itself named.
Red Bull Racing Team
AustriaRed Bull Ring Track
Why doesn’t Coca-Cola and Pepsi also set up a team to play? Why do they have such a big background and how did this Red Bull brand become famous? What factors make them so successful? This time, let me analyze how Red Bull " I pay you and you pay you to live " .
I pay for money, you pay for your life
Red Bull brand makes a fortune
Red Bull brands include three types: Thailand Red Bull, China Red Bull, and Austrian Red Bull. But this time we mainly talk about the Austrian Red Bull, because the most famous and most daring person in the world is the Austrian Red Bull.
Thailand Red Bull, China Red Bull, Austrian Red Bull
Last year, in the 2020 world's most valuable soft drink ranking, Austrian Red Bull ranked third, ranking behind Coca-Cola and Pepsi .
2020 ranking of the world's most valuable soft drinks
Then I have to talk about a person here, he is Ditrich Matshitz , a soul figure who makes the entire Red Bull make devilish steps around the world. It is also thanks to the Red Bull brand that he became the richest man in Austria.
Ditrich Mathiz
Mathiz was born in a small village in southern Austria. Both parents were elementary school teachers and a relatively conservative family. Entrepreneurship was very rare in his hometown and was not popular in the small country of Austria at that time.
And when Matshitz was young, he was not a settled person. He took ten years to get a university diploma (the major in university is marketing). It can be said that he had been playing in college for a full ten years. Basically, I skip classes every day and start business in college, such as: being a tour guide in summer and a ski instructor in winter. No matter how you look at it, you are like a "unemployed" student, but Matthiz's gene reveals his love for extreme sports.
982, Matshitz was a salesperson for a toothpaste company. In order to open up the Thai market, he went to Bangkok to sell toothpaste. In the local area, he drank a drink called Krating Daeng (the English name was "red gaur" at the time, and literally translated as "Red Indian Bison" in Chinese), and his eyes lit up.
Matshitz found that this drink can quickly cure his "job-lag fatigue". Matthiz also discovered the business opportunity of this drink. He wanted to sell the drink to Western countries. He then found the founder of Red Bull Xu Shubiao to seek cooperation and founded the Austrian Red Bull Company .
After Matthiz brought Red Bull back to Austria, the market research institutions at that time were not optimistic about this functional drink and asserted that consumers would never like Red Bull. The reason is also very simple. At that time, there was no concept of "functional beverage". No one knows what kind of drink Red Bull is, and the taste is very bad.
Then, he changed the recipe of Red Bull’s original Thai drink and added carbonic acid to Red Bull’s drink, making it a bubble drink, hoping to be accepted by consumers. After
, he spent three years in the marketing process and comprehensively transformed Red Bull from formula to packaging. Matthiz selected the classic silver-blue jar from more than 50 packaging designs. The designer was his college friend, and his college friend's evaluation of Matthiz was "no money and picky." Matthiz asked another friend to conceive the slogan, and finally "Red Bull Gives You Wings" was released, which also set the tone for future Red Bull.
is priced, because there were not many functional drinks of this type on the market at that time, so Matthiz priced the Red Bull at $2 per can, which was very high at the time. Why should
be set at such a high price? There are two main reasons. One is that there were not many functional drinks in the market at that time, so he could set the price he thought was reasonable. Second, he wants to push Red Bull to a high-end drink. Then Red Bull is also willing to give back the profits earned to agents and merchants. As agents and merchants have high profits, they are more willing to promote them.
From 1997, Red Bull successfully entered the US market. At this time, Red Bull's global sales reached one million cans per day.
Extreme Sports, Playing Life is Red Bull’s main business
In 2012, Austrian famous extreme athlete Felix Baumgartner jumped from 128,097 feet and successfully landed, becoming the first parachuting athlete on the planet to successfully complete the supersonic free fall .
2012 extreme skydiving
This time, this supersonic skydiving was broadcast live on YouTube. At its peak, 8 million people from all over the world watched online. This was the largest live broadcast video in the world in history at that time. The skydiver's clothes and parachutes are printed with Red Bull's logo, and Red Bull's brand appears in the audience's sight for 20 minutes. This success made Red Bull tie the link with extreme sports.
From then on, Red Bull has been synonymous with extreme sports. Now when you open the official website of Austrian Red Bull, you will find that the picture is full of various extreme sports, Formula 1 racing , mountain bike , motocross racing, wing-suit flight , parkour ... I just can't see the drinks... If you want to know about drinks, it is better to go to Baidu Encyclopedia.
Austrian Red Bull’s official website main business
Why choose extreme sports? Because playing extreme sports in is much more cost-effective than traditional advertising. Coca-Cola spends $4 billion a year on advertising, while Red Bull chooses to play extreme sports to the limit that no one can catch up. Matthiz once said that Red Bull is looking for people who don’t pay for money, but only for themselves. Although they may gain both fame and fortune in the future, what Red Bull values is their “before” rather than “after”.
Motorsports
In September 2004, Ford they announced that they would stop all activities related to F1 events. At this time, Red Bull purchased the Jaguars and the fleet's factory and officially renamed the Red Bull Team. Meanwhile, Red Bull made a major change in the team's management, and Christian Horner took over as the race director, and former Jaguars employee Gunther Stearner re-in charge of the design work.
Red Bull Racing Team
also established Red Bull's own youth system, trains young racing athletes by itself. The most famous racing player at that time was Sebastian Vettel, and won the driver and team double championships for four consecutive years from 2010 to 2013. A drink seller created a F1 dynasty.
during the Red Bull period Vettel
participated in more than 30 motorsports, including F3, MotoGP, WRC, etc. It is undeniable that Red Bull is very successful in motorsports.
Playing extreme sports is not the purpose of Red Bull, but promoting a vibrant young culture is the goal.
Now Red Bull cooperates with Honda to play in F1 together. This year, Honda's power unit is also very powerful. Red Bull temporarily leads Mercedes' team in the team's total points and drivers' total points. If Red Bull does not fall off the second half of the race, it is very likely to break Mercedes' monopoly in F1 in the past seven years.
hope that this year's F1 championship battle can reach the last stop, giving F1 fans more exciting competitions.
