Budweiser China recently announced that it has become the exclusive agent of Austrian Red Bull Mainland China. This news has caused the previous rumors that Budweiser operated Red Bull Anneji, and it also means that the four Red Bull that exist in the domestic market may have more competition. Among the
4 Red Bulls, the most well-known to domestic consumers is the Red Bull vitamin functional beverage under Huabin Group , also known as China Red Bull. The rest are the Thai Red Bull vitamin-flavored beverages from Tiansi Group (not obtained the blue hat), the Red Bull Anneji beverages from Tiansi Group authorized to produce domestically, and the Austrian Red Bull represented by Budweiser China this time.
Budweiser China, which reached a cooperation with Austria Red Bull, was rumored to be acting in 2020, but it was immediately denied. In November 2020, in response to the online rumor that Thailand's Tennis might hand over the market operation rights of Red Bull Anneji in Fujian, Zhejiang and Guangdong to Budweiser China, Budweiser China issued a statement saying that there is no distribution cooperation relationship with Pusheng, the domestic operator of Red Bull vitamin-flavored beverages. Budweiser China does not operate Red Bull Anneji products, and is not a distributor of Guangzhou Yao Energy, a domestic operator.
Huabin Group's China Red Bull and Thailand's Tiansi Red Bull have started a long tug-of-war over the "Red Bull" trademark dispute since 2016. Over the years, the two parties have filed multiple lawsuits. The latest development is on January 6, 2021. China Red Bull stated that regarding the "50-year agreement", China Red Bull and Thailand Tennis have filed a lawsuit in a separate case. China Red Bull firmly believes that the judicial institutions and arbitration institution will make a fair decision. What are the differences between these 4 Red Bulls?
Red Bull vitamin functional beverages are the most common
Red Bull vitamin functional beverages are the first to enter the Chinese market and are also the most common to consumers, accounting for about 85% of domestic Red Bull products.
1966, Red Bull vitamin functional beverage was born in Thailand. It was introduced to China by Huabin Group in the 1990s, also known as China Red Bull. On September 22, 1995, Red Bull vitamin functional beverages obtained the production license approval of the former Ministry of Health and have the qualifications to be legally put into production and sales. China Red Bull has taken a crucial step in its development history. On December 25, 1995, Shenzhen Red Bull was approved for establishment and obtained a health food approval certificate in July 1997 (Wei Shijian No. 327), paving the way for the promotion and sales of China Red Bull beverages nationwide. Then, Huabin trading will promote Red Bull in China.
According to data provided by Huabin, in 2020, against the background of an overall decline of about 10% in China's functional beverage industry, China Red Bull achieved its established target, with annual sales exceeding 22.8 billion yuan and cumulative sales in 25 years exceeded 200 billion yuan.
Red Bull vitamin-flavored beverage introduced in 2019
Red Bull vitamin-flavored beverage was introduced into the Chinese market in 2019 after a dispute between Thai Tensil and Chinese Red Bull.
This product is operated by Shenzhen Pusheng, a partner of Thailand Tennis, and accounts for about 10% of the market share of domestic Red Bull products. In October 2020, Tiansi announced a partnership with China Track and Field Association to promote a healthy lifestyle to the public. In November of the same year, Red Bull Vitamin Flavored Drink officially announced that it became a strategic partner of the Chinese Basketball Open.
Red Bull Anneji "North and South Distribution"
Red Bull Anneji is a localized beverage operated by another partner of Tennis, Thailand, Guangzhou Yao Energy Beverage Co., Ltd.
Perhaps it is inspired by the distribution of Coca-Cola in the north and south of the Chinese market, and Red Bull Anneji also has to take this path. Therefore, Guangzhou Yao Energy found Yangyuan Drinks to be responsible for the distribution of Red Bull Anneji north of the Yangtze River .
According to an announcement disclosed by Yangyuan Beverage on the evening of September 2, 2020, Red Bull Anneji Beverage began to be produced in China in May 2019, accounting for about 5% of the market share of domestic Red Bull products at that time.
Yangyuan Beverages said that the products it distributes are Red Bull Anneji Beverage series products, which are authorized by Thailand Tensile and Guangzhou Yao Energy is responsible for its operations in China.Guangzhou Yao Energy authorizes Yaozun Beverage (Shanghai) Co., Ltd. to sell its legally produced Red Bull Anneji beverages, while Yangyuan Beverage’s grandson company Yingtan Smart Health Beverage Co., Ltd. is authorized by Yaozun Beverage (Shanghai) Co., Ltd. to obtain the distributor qualifications of the Red Bull Anneji beverage series products, and exclusively distributes Red Bull Anneji beverages in the omnichannel north of the Yangtze River.
Austrian Red Bull has a unique appearance
Austrian Red Bull is a product that will be operated by Budweiser China this time. Its appearance is different from the other three models. Because it appears in the domestic market as an imported product, many consumers also have an impression of it.
In the 1980s, when Austrian businessman Dietrich Mattisitz went on a business trip to Southeast Asia, he accidentally discovered that the drink had a good effect in relieving fatigue. He hopes to sell Red Bull beverages worldwide, and through cooperation with the Thai inventor, the later "Austrian Red Bull" was created.
In the European market, Mattshiz repositioned this beverage that was originally a blue-collar drink, making it a fashionable and high-end drink, and labeled sports drinks for Red Bull with a younger packaging design. By allowing famous Austrian F1 drivers to drink, Austrian Red Bull's popularity has increased rapidly and sponsored many extreme sports , such as F1 racing , iceberg climbing, gliding and fighting.
In 2014, Austrian Red Bull entered the Chinese market as an imported product, mainly through the distributor model. Online, Austrian Red Bull has opened self-operated flagship stores on both Tmall and JD . Public information shows that in 2019, Austrian Red Bull's market growth rate in China reached 82%, and signed a contract with ski athlete Gu Ailing . In the next 2-3 years, Austrian Red Bull will be fully exposed in 40 first- and second-tier cities in China.
Beijing News reporter Wang Ziyang Picture source E-commerce screenshot
Editor Li Yan Proofreading Li Ming
Source: Beijing News
