Text丨Fast Consumer Co., Ltd.
Recently, an energy drink called "Red Bull® Vitamin Taurine Drink" with health food certification was launched in a new and popular manner. It not only reflects the careful consideration and solid progress of Tiansi Group in its deep cultivation of the " Red Bull " brand, but also shows that "Red Bull® Vitamin Taurine Drink" strongly subverts the new pattern of my country's energy drink market. The beverage is rich in taurine and B vitamins, and contains 150 mg of taurine per 100 ml.
dig deep into the "function" track, the new "Red Bull" was launched on the main listing
Accompanied by the attention of many central media such as People's Daily , Central Radio Network , etc., "Red Bull® Vitamin Taurine Beverage" has attracted discussion and sought after by consumers and dealers.
Professor He Li from the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention introduced in an interview with the People's Daily Health Client and the Beijing Channel of China Radio International that taurine is a very safe food additive and nutritional enhancer, and can be consumed by pregnant women and children; the United States, Japan and other countries stipulate that the content of taurine in infant milk products shall not be less than 0.16 mg/100 ml.
It is worth noting that although many animals contain taurine, because natural taurine is relatively dispersed, relying solely on food intake is far from meeting people's daily needs. According to the "National Food Safety Standards General Rules for Sports Nutritional Foods" (GB24154-2015), as a nutritional fortifier, the amount of taurine that can be added to sports nutritious foods is 0-0.6 grams per person per day. Therefore, it is not difficult to estimate that a 250ml can of Red Bull® vitamin taurine drink can well supplement the taurine elements needed by the human body every day.
In addition, He Li also said that when purchasing products with taurine ingredients, When purchasing products with taurine ingredients, In addition to checking whether there is taurine in the ingredients list, is more important to determine whether the product has health food certification approved by the State Administration for Market Regulation, which is commonly known as the " Blue Hat " logo.
Fast Consumer Goods learned that unlike most energy drinks circulating on the market, every can of Red Bull® vitamin taurine drink needs to be based on the product formula, production process, quality standards, functional tests, toxicity and safety evaluation, and the content of the effective ingredient or the iconic ingredient content. has been strictly reviewed by layers of to obtain the validity and safety recognition of the "blue hat".
In fact, under the strict requirements of "blue hat", Red Bull® vitamin taurine beverage has achieved international standards in every link in the production process. For example, the product uses purified water that meets the international pharmaceutical water standards; the raw materials have passed 87 tests; and after 46 processes, the product has been fully tested. It can be said that the environment in the production process of Red Bull® vitamin taurine beverages can be compared with international pharmaceutical standards. This is also one of the specific manifestations of a pharmaceutical company's "dimensionality reduction and empowerment" of fast-moving consumer goods production.
Accompanied by clear product interests and significant "blue hat" advantages, Red Bull® vitamin taurine drink has officially entered the domestic energy drink market of Fengyunjihui and is destined to set off a new wave.
"authentic" large single product under the industry dividends, Kaige forward
Among a number of soft drinks, energy drinks are one of the fastest growing categories in recent years. According to Euromonitor Consulting data, the current functional beverage market size of China is about 60 billion yuan, of which 40 billion yuan is energy drinks and 20 billion yuan is sports drinks. The compound growth rate in the past five years has reached 15%, making it the fastest growing soft drink sub-category.
At the same time, the per capita consumption level of functional beverages in China is significantly lower than that of developed countries such as Europe, the United States and Japan, and there is huge room for growth in the future. According to relevant data from Nelson, in 2021, the growth rate of coffee beverage and energy beverage segments was 16.80% and 10.80% respectively.
As the leading brand in the industry, "Red Bull" was founded in Thailand by Chinese Thai Xu Shubiao in the 1970s. In 1993, Xu Shubiao responded to the wave of the reform and opening up of and opened the first Red Bull factory in Hainan, where his ancestral home was located. The "Red Bull" brand entered China.
After nearly 30 years of deep cultivation in the mainland market, Red Bull quickly occupied the Chinese market and gradually developed into the leading brand in the Chinese beverage industry with its position and advantages as a "leader of energy beverages". A series of past successful cases are examples of the attention and recognition of Red Bull, the "authentic" of Tiansi Group, in the domestic market, and it is also the source of confidence of dealers and consumers in Tiansi Group and its new products.
Nowadays, Red Bull® vitamin taurine drinks are also accelerating its layout. Not only through empowering dealers, but through the backbone of fast-moving consumer goods industry , it has also quickly opened up online channels including Tmall , JD , Pinduoduo and other online channels to meet more diverse consumer needs and achieve rapid growth and strength.
Industry opinion believes that with the expansion of commercial layout in China, consumers will more and more see Red Bull® vitamin taurine drinks in their lives. Compared with competitors, Red Bull® vitamin taurine drink has a short channel end cultivation time and has not yet led the industry in terms of market share, but its growth rate is obvious and the future is promising.
spared no effort to create a marketing combination
As a fast-moving consumer goods, Red Bull® vitamin taurine drinks need to build a positive brand image and build a strong brand awareness in order to efficiently drive the terminal's sales.
Not long ago, Red Bull® vitamin taurine drink joined hands with Yadi, which is very popular among young people and has the same "energy value max" as Yadi , to launch a new round of cross-border marketing linkage-the " crown 3 tour of China" event. Unlike other common "traffic" joint branding, Yadi and Red Bull have a wide range of cooperation. It not only launches co-branded models, but also combines their respective brand and channel resource advantages to launch a series of online and offline brand interaction and marketing promotion activities.
It is understood that during the China Tour of Guanneng 3, each station adopted a large-scale online and offline linkage model (Internet celebrities, experts, regional media, national Douyin, WeChat video account, circle of friends communication, etc.), and continuously carried out multi-dimensional marketing layout. According to statistics, with the help of the Red Bull brand, #Cunneng 3 China Tour TikTok topic exposure reached 5920W+.
From multiple dimensions, there is a high understanding between Yadi and Red Bull® vitamin taurine drinks. This cooperation may have a "1+12" superposition effect in terms of brand voice, user-level influence and marketing interaction. On the one hand, Yadi and Red Bull® Vitamin Taurine Beverage, as the "energy" leaders in the two major industries, jointly bring "energy upgrades" to users, so that both parties can build and further upgrade their brand consensus. On the other hand, the mutual leverage between the two major brands can establish connections with young people, white-collar workers and other groups in multiple directions through huge topics and traffic, thereby continuously opening up new consumer groups.
Red Bull® vitamin taurine drink and Yadi's cross-border exploration provides a good learning sample for content marketing of fast-moving consumer goods companies.
Of course, we are not stingy in hard marketing. Not long ago, Red Bull® Vitamin Taurine Drink has "Recognized Red Bull® Vitamin Taurine Drink, rich in taurine and vitamin B, to relieve difficulties and damage, Red Bull supports you!" as a slogan. It has launched strong radio and hard broadcasts for nearly half a month, covering the precise population, allowing the core interests and functional demands of Red Bull® Vitamin Taurine Drink to quickly enter the minds of consumers, and achieve strong linkages in the brand, further empowering dealers and terminal retailers.
In addition to continuously establishing brand awareness through commercial activities, Red Bull® vitamin taurine drink also demonstrates the social responsibility and commitment of leading enterprises through public welfare investment, and has been recognized by all sectors of society.
During the epidemic prevention and control period in the first half of the year, the Beijing subsidiary of China Radio International, joined hands with the People's Daily Health Client and the Tiansi Red Bull® Vitamin Taurine Beverage Team to jointly launch a charity event, donating products to 61 Grade A hospitals in 7 cities including Beijing, Guangzhou, Chengdu, Changsha, Hangzhou, Wuhan, and Shanghai, and paying tribute to the anti-epidemic personnel with practical actions. In addition, Red Bull® Vitamin Taurine Drink has also jointly launched a public welfare short film with central media, thanking them for their selfless dedication and silent dedication, and expressing high respect for their spirit of fighting on the front line, charging forward, not fearing diseases, and saving lives and helping the wounded.
From the product end, channel end to the marketing end, Red Bull® vitamin taurine drink has begun to make all-round efforts, not only quickly seizing the inherent energy drink consumer group, but also entering the young group more efficiently and opening up diversified channels. In the future, Red Bull® vitamin taurine drinks will continue to actively expand the market, lead the development of Red Bull and the entire energy drink industry, and provide high-quality energy drinks to Chinese consumers.
