| The Red Bull functional/energy Drink, coming into being
40 years ago in the beautiful South East Asian country---Thailand,
is one of the earliest brand names in the field of functional/energy
drinks in the world. Through the long-term development and publicity,
the Red Bull has been spread into the countries of Asia, Europe and
Oceania another and yet another. Now, the Red Bull has become a well-known
drink brand, having been well sold in more than 50 countries and regions
worldwide. In 2001, it turned out a global turnover of 450 million
GBPs and was appraised as the most powerful brand in the circle of
functional beverage in the globe. Furthermore, the Red Bull was also
listed into the ASIA TOP 20 BRANDS.
By reason of the confidence on the future development of China,
Red Bull came to China and set up the China Red Bull Vitamin Drink
Co., Ltd. in Shenzhen in 1995 Dr. Yan Bin, the famous Thailand entrepreneur
assumed the office of chairman of the board.
By means of the mediums and promotion, the Red Bull brand had been
widely known in China within two years, the product characteristics
and functional benefit of which obtained the extensive recognition
from the consumers. Red Bull China established such a operational
system of nationwide synchronous marketing, omnibearing spreading
and attaching importance on cultivating the consumption concept
that ensured its position and advantage of being the ¡°pre-occupier
of the functional beverage market¡±, and quite soon became the leading
brand in Chinese market for the kind of drinks.
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In October 1997, Red Bull China moved its headquarter to Beijing
in consideration of the need for the enterprise¡¯s development, with
an increased capital investment of around RMB 100 million, which
enabled the enterprise become one of the largest Sino-foreign funded
joint venture in the beverage industry in Beijing.
Red Bull China established more than 20 branches and 50 representative
offices all over the country, and has been developed into a beverage
group corporation with a up-and-coming status, the good faith and
a open-up spirit.
In 2001, China National Food Industry Association appraised Red
Bull China as the ¡°Top Ten Foreign-Funded Foods Enterprises for
the 20 Years since the Reform and Opening Up¡±.
Red Bull China has two major production bases in China. The Beijing
production base was founded on July 1st, 1997. It is equipped with
two 1,500,000-can/day production lines for the Red Bull drinks,
which were imported from Italy with the designed yearly production
capacity of 400 million cans or 100,000 tons. Beijing base was appraised
as the ¡°Garden-Style Factory of Beijing Foreign-Funded Enterprise
¡± in terms of its great momentum in design, orderly arrangement
in plan and beautiful appearance in environment.
The Hainan production base was founded on February 1st, 1996, where
one 500,000-can/day production lines for the Red Bull drinks was
equipped, imported from Italy as well with the designed yearly production
capacity of 100 million cans or 30,000 tons.
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