If you talk to the old people of the grandparents generation, the older generations will feel that they are lacking in supplies at that time. At that time, if they had a bottle of "Coke" in their hands, they were very rare objects. Now we walk into the supermarket and we can say that there are various kinds of drinks.
And "good drink" is no longer the only purpose of beverages. There are also many "sugar-free" and "fiber-added" beverages on the market. And "functional" beverages have also become a variety of beverages that have been widely concerned by people.
Speaking of functional beverages, in the fierce beverage market, because the taste is not acceptable to most people, the competitiveness of other beverages will be weaker. But there are exceptions to everything, such as Jiaduobao and Wong Lo Kat are very popular among the public. And earlier than these two brands, there was also a functional drink , which was very popular among Chinese people, and that was Red Bull.
1. The father of Red Bull
Speaking of Red Bull’s functional beverage, I have to mention one person, that is, the rich Thai "Father of Red Bull" Xu Shubiao . Xu Shubiao is a Chinese who was born in Hainan, China and grew up in Thailand. He is known as the "Beverage King" in Thailand.
in 1922,Xu Shubiao was born in a small village in Wenchang, Hainan. At that time, Hainan was not the same as the tourist hotspots now. At that time, it was still a very backward place. At that time, the domestic situation was turbulent, and many local residents decided to go to Southeast Asia to "go for gold", which set off a wave of "going to Southeast Asia".
In this upsurge of " to Nanyang ", there is Xu Shubiao's father. After Xu Shubiao's father went to Thailand, he relied on selling fruits and breeding ducks for a living. It was not until Xu Shubiao was 2 years old that he barely settled down in Thailand. Also this year, Xu Shubiao's father asked relatives to get Xu Shubiao from Hainan to Thailand.
Xu Shubiao in his childhood had a very poor life, and his family just barely made sure that they could eat their food. Because the current situation in China was relatively turbulent at the time, the local Chinese in Thailand were to a certain extent squeezed out by the locals. Fortunately, the local Chinese are very united and formed a lot of strength. Therefore, although Xu Shubiao's childhood was not rich, he grew up in a very stable environment.
After growing up, Xu Shubiao entered the society and started his first job as a bus ticket salesperson. At this stage, Xu Shubiao showed all the advantages of a child from a poor family. I take my work very seriously every day, and never misuse every penny I earn. Using diligence and thrifty housekeeping to form a book mark can be said to complement each other.
Because I lived with my parents since I was a child, under the influence of my father and mother,Xu Shubiao also has good business acumen . The living habits of his parents' diligence and housekeeping also taught Xu Shubiao how to "manage money". At this stage when he was a bus conductor, Xu Shubiao saved his first sum of money.
Xu Shubiao had a detailed plan for his life. He soon quit his job as a bus conductor and went to Bangkok alone. At that time, Thailand was in the era when the pharmaceutical industry was the hottest. Xu Shubiao worked as a drug salesman in a pharmacy after arriving in Bangkok.
At that time, the young Xu Shubiao had to bear hardships and stand hard work. He walked the streets and alleys with a pile of "medicine" on his back every day to sell to everyone he met. In addition to enduring hardships and hard work, Xu Shubiao also has a very clever mind. During this period, relying on the promotion of "pharmaceuticals" Xu Shubiao saved a sum of money, and also in the process of promoting a detailed understanding of the Thai medical market at that time.
At that time, Thailand has entered a full range of recovery phase after experiencing the war. Rehabilitation first began the economic recovery. Xu Shubiao's vision is very vicious. He believes that the pharmaceutical and health industry will have a huge stage of activity in Thailand in the future, and the future potential cannot be underestimated.
In 1962, Xu Shubiao decisively took out all the money he saved.A small pharmaceutical production plant was created in Bangkok, and the pharmaceutical plant was named Tencel Pharmaceutical Factory . At the time of this year, Xu Shubiao was 40 years old. Many people think that 40 years old has passed the age of entrepreneurship, but Xu Shubiao believes that he still has a very broad space for development.
Xu Shubiao opened a pharmaceutical factory in Bangkok, but the scale is not large, and he often faces the situation of lack of employees or unable to hire employees. As a result, Xu Shubiao once again demonstrated his hard-working spirit. He has several roles, ranging from management to front-line staff and even sales staff in pharmaceutical factories. It can be said that Xu Shubiao at that time basically had no rest time, and devoted all his energy to work.
In order for his pharmaceutical factory to stand out among the many pharmaceutical factories in Bangkok, Xu Shubiao has been learning the most advanced knowledge in the industry and has conducted detailed observation and research on the changes in the industry. Soon, Xu Shubiao discovered that if he wanted to say something that could be accepted by men, women, and children, there were only functional drinks. Under such circumstances, Red Bull was born.
2. Red Bull Regal
The birth of "Red Bull" beverage to its rise in the global market, it can be said to be full of legends. In the 1970s, Red Bull was developed in Xu Shubiao's own pharmaceutical factory. When this drink was first born, Xu Shubiao targeted the audience to truck drivers who run long distances and many workers who work night shifts.
because this drink has never appeared before,Truck drivers and workers remain relatively skeptical about the idea that drinks can be "refreshing", believing that this is a scam. This difficulty did not stop Xu Shubiao’s footsteps. Just as he used all his savings to set up a pharmaceutical factory, Xu Shubiao is also very courageous to give these developed "Red Bull" drinks to truck drivers and workers free of charge. supply.
Soon, those truck drivers who tried "Red Bull" and night shift workers discovered that after drinking this functional drink, they were really energetic during the work process and remained awake for a long time. Easy to get sleepy. The drink has been passed down from generation to generation, and this drink has been widely welcomed by workers and truck drivers.
It is precisely because of this period that Red Bull has built a solid audience, so when Xu Shubiao promoted the brand in the market, it was very warmly welcomed by Thais. Suddenly, Red Bull became famous in Thailand. It basically occupied half of the Thai beverage market and became Thailand's well-deserved "beverage king".
What is admirable is that under such circumstances, Xu Shubiao did not lose himself because of the praise around him. Instead, he set his sights on the international market and wanted Red Bull to go to the world.
In 1982, Xu Shubiao got acquainted with the rich Austrian Dietrich Mattschitz, and in the process, recommended his product Red Bull to him. Dietrich Mattschz became very interested in learning about the Red Bull brand.He also expressed his full support to Xu Shubiao.
Soon after, the two co-founded the Red Bull Group , and it was fully promoted on the Austrian market. The prelude to Red Bull's battle in the world beverage market was thus opened. Immediately following China's reform and opening up, it demonstrated extremely strong market vitality, and many foreign brands have entered the Chinese market.
Xu Shubiao also set his sights on the vast Chinese market. When he entered the Chinese market, Xu Shubiao thought of his hometown of Hainan Province, so he built a beverage factory in Qiongshan City, Hainan Province. Soon this beverage processing and production plant has become a large factory with a daily output of 300,000 cans of beverages. Red Bull has completely opened up the domestic market and has been widely welcomed in China.
Red Bull Beverage has left its own legendary story in the beverage market of Thailand, China or the global beverage market. Xu Shubiao once became the richest man in Thailand because of this can of drink. It can be said that he is a complete winner in life. But people's attention to Xu Shubiao is not just because of his strong business acumen. His personal life and family have also attracted the attention of many people, and it has also brought himself a lot of controversy.
Third, right and wrong
In 2012, a car accident in Bangkok, Thailand caused widespread concern, not only in Thailand, but also on the Internet in China and once became a hot topic of discussion among netizens. On September 3, 2012, a policeman patrolling the streets was hit by a Ferrari.The police died on the spot, and the driver who caused the accident was Xu Shubiao's grandson, Red Bull Group's third-generation "master" Volayu.
According to the findings of the local police, the car accident was not a sudden incident, but a premeditated and planned murder case . The reason is that Wolayu fell in love with a maid of his own family, but this maid is already married and has a husband, and the maid’s husband is the policeman who was killed by a car by Wolayu. .
Suddenly, Volayu fell in love with his maid, and the news of the murder of the maid’s husband caused an uproar in the public. This is no longer a simple family scandal leave, but a social criminal case of a malicious nature that has attracted widespread attention. Wallayu has also changed from a rich three-generation "born with a golden key" to a wanted criminal who everyone calls for.
At this time, it was less than half a year since the death of Volayu’s grandfather Xu Shubiao. At the same time, some people expressed emotion that the love affairs of this grandson, Wallayu, are no less inferior to his grandfather Xu Shubiao.
Xu Shubiao's original wife passed away very early. Under such circumstances, Xu Shubiao married two more wives. And in these two marriages, there are a total of eleven children. But it may be because these children grew up under Xu Shubiao's aura, so they behaved very unworthy. Xu Shubiao, who had no alternative, gave the burden of the heir to the eldest grandson Wolayu,But the performance of the grandson made Xu Shubiao very dissatisfied.
His own business is in full swing, but there is no "competitive" heir among the descendants. This may be the most troublesome thing for all entrepreneurs. Xu Shubiao was 87 years old at this time, probably because he couldn't feel the warmth of the family at home, Xu Shubiao found comfort in a beautiful 19-year-old secretary next to him.
Even Xu Shubiao had the idea of marrying the 19-year-old secretary, which caused quite a stir and public opinion in Thailand at the time. Finally, because of strong opposition from family members, Xu Shubiao dismissed the idea of marrying this 68-year-old secretary. But things have already happened, which has brought a lot of negative public opinion to Xu Shubiao.
Summary
"It is harder to keep a business than to start a business" is an old saying left by our ancestors. Xu Shubiao insisted on being thrifty and hardworking throughout his life, but none of his descendants inherited the spirit of Xu Shubiao. As his designated "successor" eldest grandson Wallayu has done a very evil thing again, I have to say that it is embarrassing.
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