Red Bull 1995 introduced to China by Thailand, with an annual sales peak of 26 billion!
Red Bull founder is a Thai Chinese Xu Shubiao , and his ancestral home is Wenchang, Hainan.
Red Bull was Xu Shubiao's friend of his age, , founder of Huabin Group , , Yan Bin ;
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, Thailand Red Bull is best-selling in 168 countries around the world, and there are two authorized objects:
, one is , Austria , Red Bull, the time was 1987, and the other is China Red Bull, the time was 1995.
In 2012, Red Bull founder Xu Shubiao passed away. His family no longer meets the annual raw material purchase price of 4 billion yuan and demands more benefits. After all, Red Bull sells more than 20 billion yuan per year. Xu Shubiao's son started the battle for Red Bull with the support of his mother, and started multiple rounds of confrontations with Huabin Group and fought many lawsuits.
The term of this authorization contract circulated online was 50 years, but due to legal issues at that time, the authorization period was only 20 years, which means that the authorization of the Red Bull trademark had been terminated by 2016 and needed to be re-authorized, and the problem followed.
There are many Red Bull on the market now, including vitamin-function beverages, which are also China Red Bull and the flavored beverages introduced by the original Thai version. In addition, Red Bull Annegi, produced by a company acquired in China, has been registered. This company has a blue hat. Of course, Austrian Red Bull has also come. Dongpeng Special Drink, Lehu , etc. have all been launched, and there are countless counterfeit products.
The temporary result of the lawsuit is: Thailand Tensile owns the trademark and pattern combination of Red Bull.
Huabin Group can only start a new development, start the full promotion of Zhanma , and create such a well-known energy drink brand. Red Bull entered China in 1995 and spent 26 years to achieve more than 20 billion. It’s not easy to start over!
Tiansi and Huabin have been developing for 20 years. The turning point occurred after Xu Shubiao died of illness in 2012 and his son Xu Xinxiong took over. In December 2014, the Xu family commissioned Global Law Firm to investigate Red Bull China, and the conflict was also made public.
In 2016, Red Bull China's second decade authorization ended, Yan Bin advocated applying for renewal, while the Xu family insisted on not giving Red Bull China trademark authorization. Afterwards, the two sides had many confrontations around the Red Bull trademark.
The industry generally believes that conflicts between the two sides are ultimately a matter of interest distribution! html Over the past 1020 years, China's Red Bull products have accumulated production of more than 8 million tons, cumulative sales of 145.3 billion yuan, total tax payments of 21 billion yuan, and more than 12,000 employees. The wealth like
made the descendants of the Xu family excited. Xu Xinxiong said that Red Bull China had never held a board meeting before 2015 and within 20 years. As the largest shareholder, the Xu family has not received a penny of dividends so far.
In Yan Bin's view, this behavior is "picking peaches". Previously, at the China Functional Beverage Innovation and Development Conference, Yan Bin told the media: 20 years later, some people want to pick peaches. Red Bull's nearly 50 billion achievement today is due to our hard work!
Red Bull brand was born in Thailand in 1966.
According to information, the founder of Red Bull is Xu Shubiao, a Chinese Thai, and his ancestral home is Wenchang, Hainan. Thailand's Red Bull is best-selling in 168 countries around the world, with two authorized objects: one is Austrian Red Bull, 1987; the other is China's Red Bull, 1995.
This Thai Chinese started from scratch and founded a pharmaceutical factory at the age of 40. The pharmaceutical factory did not bring about earth-shaking changes to Xu Shubiao, and his unintentional action made him the richest man.
During the period when managing the pharmaceutical factory, Xu Shubiao found that shift workers, truck drivers and other blue-collar workers often felt tired, so he ordered the pharmaceutical factory to develop a "health care product" as soon as possible to help them recover their strength.
Xu Shubiao's pharmaceutical factory has developed a new product containing water, sugar, caffeine , fiber alcohol and vitamin B. Xu Shubiao is positioned as a "nutritious beverage" and named it Krating Daeng, which is the predecessor of Red Bull.
In the next decade, Red Bull developed steadily until a key figure, Austrian Matchitz, appeared.
In 1982, salesman Dietrich Matshitz found Xu Shubiao, hoping to promote "Red Bull" to the world. In 1984, the two parties jointly established the Red Bull Group . Since then, Matschitz changed the market positioning of Red Bull to a "sports" high-end beverage. "Red Bull" brought a lot of wealth to Xu Shubiao and Mattschitz from the international market. Xu Shubiao has been ranked as the richest man in Thailand for the time being until his death in 2012.
Austrian Red Bull is a silver blue slim long can, while Chinese Red Bull is a short and chunky golden can. In 2014, Chinese Red Bull launched an enhanced canned product for Austrian Red Bull, with a shape similar to Austrian Red Bull.
Conflict has been around for a long time
In December 1995, Red Bull Vitamin Beverage Co., Ltd. was officially established in Huairou, Beijing. This company is generally considered the main body of "China Red Bull".
The chairman of Red Bull Vitamin is Yan Bin, and the major shareholder is the Xu family. Information from the National Enterprise Credit Publication System shows that until today, Xu still occupies 88% of Red Bull Vitamin's .
After more than ten years of development, in China, Red Bull has become synonymous with comprehensiveness: it is a sports drink, a high-end beverage, and a versatile beverage, and once occupied more than 80% of the market share of functional beverages.
Red Bull has five major production bases in China. The earliest Hainan base has always been the asset of the Xu family, with Xu Shubiao's son Xu Xinxiong as the chairman. The second Beijing base established is also an asset of the Xu family from the perspective of equity structure, but the actual controller is Yan Bin, and the three larger bases established later were all named "Yan" rather than "Xu".
Huabin makes every effort to deploy the war horse!
launched PET war horses. I personally think it is difficult to compete with Thai Red Bull and Austrian Red Bull, and it gives them market space. What is even more terrifying is that they will fall into the vortex of competition with Chinese local brands, such as Dongpeng and Lehu. Compared with canned products, the functional beverage products of PET will still look lower-end. Both Wanglaoji and Jiaduobao's PET products are not selling well.
Currently, Zhanma sales are about 1.3 billion, which should not be considered successful for the energy drink market of tens of billions!
Several major conjectures about the Red Bull trademark competition
conjecture 1: Reconciliation is as early as the first
Seeing multiple lawsuits between the Thai side and the Chinese side, it is basically impossible for them to reconcile. The reason is very simple. A single product with sales of more than 20 billion yuan is too tempting to benefit. Then it is probably difficult to reconcile the distribution. Just look at the battle between Wanglaoji and Jiaduobao and you will understand!
Conjecture 2: Thailand is operating the new Red Bull (Red Bull Anneji)
Referring to the previous case of Wanglaoji, it is very likely. But the fundamental difference between the cases of Tiansi and Wanglaoji is that Wanglaoji is both a large state-owned enterprise. Although Tiansi's foreign capital is reasonable, it takes time to obtain a formal legal identity and go public in China. It is said that the Thai side has poached Wang X, former general manager of China Red Bull, and is preparing to start a new business. The name of the new Red Bull is: Red Bull Anneji.
Industry insiders believe that rebuilding channels is not difficult.
I have also seen many replies below related articles and news, saying that I want to represent this new Red Bull.
It is said that the Thai new Red Bull team has been preparing for a long time, and is suffering from lack of legal identity and cannot be listed for the time being.
guess 3: Chinese Red Bull wants to cultivate a new rival
Tainiu . It has existed in the market for many years. It used to imitate Red Bull and was often counterfeited by Red Bull. But now it is quarrels with counterfeiting and has no energy to deal with counterfeiting. These products used to replace the packaging, but now it is a similar one. Will there be a possibility of joint, investment, investment, and acquiescence? It should be. But it's just speculation, there's no real secret.
Conjecture 4: The heroes rise together.
The essential difference between Red Bull and the battle between Jiaduobao and Wanglaoji is that Wanglaoji is related to the authentic Wanglaoji herbal tea for more than 100 years.Second Red Bull does not have this authenticity, and the formula is relatively not so mysterious. Everyone may use chaos to fight for it. Dongpeng and Lehu in China probably saw this opportunity.
So many "cows" have come out!
Summary:
At present, Thailand's Tensil and Chinese Huabin have reached a point where they are incompatible.
The battle for the market for vitamin functional beverages is about to begin again. Will it follow the footsteps of the battle between Jiaduobao and Wanglaoji?
However, one thing is certain, that is, China Red Bull will not share core assets like Jiaduobao! For example, Jiaduobao finally achieved the sharing of red cans and advertising slogans through multiple efforts. This is the core asset of herbal tea. The brand assets and brand and Lenovo that have been established over the years are not easy to change! Although Jiaduobao paid a heavy market price, such as launching gold cans without any means, Jiaduobao's series of brand conversion operations, lawsuits and other means, and trying to complete brand replacement as much as possible, but in fact, it was still not completed. However, Wanglaoji gained the lead through the lawsuit, gradually gained the market initiative, and established a channel network!
China Red Bull still has advantages in the market level, but if there is no brand or loses brand authorization, it will be very dangerous. Now, it cannot support China Red Bull's market and performance.
shared decoration and advertising slogan are the best choice list. The Thai side will not agree, and the first trial result is also supported by the Thai side. The core of the back group is here.
Red Bull, if the trademark is lost, the decoration rights and advertising slogans of the jar will not be used, this will be a devastating blow. Although Huabin's newly launched War Horse Energy Drink has tried its best to promote it, the highest annual sales are about 1.5 billion, and last year it was only about 1.3 billion. Not only has it not grown, it is also declining!
Rome was not built in one day! So is a brand. How difficult is it to create a Red Bull again, but channels and terminals can be established in a short time, as long as the brand is there! Look at Wanglaoji, it has sold over 10 billion yuan, it’s terrible!
Jiaduobao has dropped from more than 20 billion to about 12 billion, and so has Red Bull, from 22 billion to 16 billion! Many people say that reconciliation is the best, but the benefits are huge! How would you choose between millions of licensing fees and tens of billions of sales? What's more, according to media reports, Thailand has never received a penny of authorization fees and dividends? However, I don’t really believe that 20 years of cooperation will give you nothing? Did Thailand agree?
Even if Red Bull entrepreneur Xu Shubiao and Huabin founder Yan Bin are friends, they don’t want a penny, so after Xu Shubiao passed away, his son and Yan Bin completely turned against each other? The logic of
doesn't make sense. They are all smart businessmen. In fact, it's very simple. The essence is to distribute profits. Moreover, this plate is too big. It's difficult to decide how to divide the sales of hundreds of billions of dollars. This is human nature!
Who will be "awe" to death? What do you think?
