Consumer health products are becoming the favorites of young people. Recently, a topic #Young people become an important force in the health care product market# initiated by CCTV Finance has sparked heated discussions once it was released. Today, when young people like health products, they have become a social topic, and everyone must be familiar with functional beverages.
Especially with the increasing pressure on life of the younger generation of 996 and 007 people, functional drinks, as a must-have for refreshing, have become "old friends" of many young groups, and many student groups even use it as a "peace of mind" before the high school entrance examination physical examination.
functional beverage, as the name suggests, refers to a beverage that regulates human body functions to a certain extent by adjusting the proportion of nutrients in the beverage. When it comes to functional beverages, the first thing most Chinese people think of is " Red Bull " - a beverage brand that has been working in the Chinese market for 27 years, occupying an advantageous market with half of the category. The slogan of "Drinking Red Bull when you are tired" not only brings the Red Bull brand, but also makes China's functional beverage industry excited.
In recent years, many consumers have raised questions, "Why does the functional beverages on the market have a red bull flavor?" In fact, functional beverages can bring vitality to tired people, and are inseparable from the nutrient ingredients in the product formula. The main ingredients of common functional beverages on the market are very similar. As the pioneer of China's functional beverage industry, "Red Bull Vitamin Functional Beverage" has an ingredient list that is the template for reference in today's industry.
Currently, there are disputes between Red Bull trademarks and contracts. There are three Red Bulls selling on the market. In addition to the mainstream product "Red Bull Vitamin Functional Drink", there are two "Red Bull Vitamin Flavored Drinks" and "Red Bull Anneji Drinks" with almost the same appearance.
Red Bull Beverage has three systems around the world, namely Red Bull vitamin functional beverages produced by Thai Tensil, Austria Red Bull and China Red Bull. Although these three products are collectively called "Red Bull", they operate and develop independently, and cannot be simply confused. The Austrian joint venture has the largest global market share, and the "RedBull" trademark was first registered by Austrian businessman Matchitz .
The second-ranked "Red Bull" is China Red Bull. Although the Red Bull vitamin functional beverage produced by China Red Bull was launched in July 1997, it was approved for production after adjustments in formula and ingredients. It is the first functional beverage in China to obtain health food approval documents and is also a "Chinese taste" familiar to the Chinese people.
Although the earliest Red Bull drink is Thailand's "Krating Daeng", it only ranks third among the three Red Bull systems in the world. According to Euromonitor data, it only accounts for less than 5% of the global "Red Bull" share in 2020. In the Thai market where functional beverages are fiercely competitive, "Krating Daeng" ranks third after M-150 and Karabo , accounting for only about 10% of the market share. The "Red Bull Anneji Beverage" and "Red Bull Vitamin Flavored Drinks" sold on the market were only sold in the Chinese market in 2019. Anneji was formerly known as "Yao Energy". He was delisted after only two years of selling and re-listed after changing to another packaging.
Red Bull Vitamin Flavored Beverage Although there is vitamin in its name, its vitamin content is lower than that of "Red Bull Vitamin Functional Drink". The ingredients lack the efficacy factors such as caffeine , lysine , and the bottle is not marked with health food. It is an ordinary beverage, but it is sold together with China Red Bull in the health food area. There are actually two types of beverages sold in China, one is the imported version and the other is the domestic OEM version. The ingredients and content are not exactly the same.
In short, three Red Bulls, "Red Bull Vitamin Functional Drinks", have been sold in the Chinese market for 27 years, and are a classic global Red Bull flavor. "Red Bull Anneji" is actually a product that changes labels for Yao Energy, while "Red Bull Flavor" is an ordinary beverage. Currently, China Red Bull and Thailand Tensile are in a lawsuit, not only trademark lawsuits, but also contract lawsuits.
In the early 1990s, the founder of Tiansi Group, Xu Shubiao , wanted to introduce "Krating Daeng" to China, but it was "strapped when entering China" due to both hindering production approval documents and trademark registration.In 1995, Xu Shubiao cooperated with Huabin Group and its chairman Yan Bin . Yan Bin joined forces with China-Thailand enterprises (Thailand Red Bull is a Thai joint venture led by Yan Bin, registered in Huabin Building, Thailand) to establish China Red Bull and its brand. After a series of localized adjustments and vigorous promotions by founder Yan Bin at all costs, China Red Bull finally began to make a breakthrough in 2010.
In 2016, Thailand Tensil was going to take back the trademark license , and also quickly launched two almost identical Red Bull Anneji and Red Bull vitamin-flavored beverages in the Chinese market. Whether it is the infringement of the trademark Huabin , or whether Tensi breach of contract is the first, it is still to be decided by the court.
Currently, most of the "beverages" on the domestic market have not obtained the " small blue hat " logo for health food. According to relevant food laws and regulations in my country, health food must be proven by the Food and Drug Administration to have one of 27 functions such as immunomodulation and fatigue resistance before it can be called a "functional beverage". The product packaging can be marked with the "health food" icon and words and approval number, which is the "little blue hat" logo.
The reason why Red Bull has become a classic is that it not only contains the effective ingredients within a reasonable range, but also has scientific and synergistic combinations, which will indeed make people feel tired in a short period of time. It is precisely because of this that it has become a favorite product of Chinese people. As for Aneji and Red Bull flavored drinks, have you ever known these two? Putting the three drinks together, can you tell who is the real Red Bull?
