This well -known brand has been in the Chinese market for 27 years!You must know ...

"Drinking Red Bull, sleepy, tired and drinking Red Bull" advertisements such as red bulls are familiar. Twenty -7 years ago, Yan Bin, chairman of Huabin Group, cooperated with China -Thailand companies to create Red Bull Vitamin Destiny Co., Ltd. (referred to as "Chinese Red Bull") and named the product for the first time "Red Bull Vitamin Functional Beverage". Essence Yan Bin is also hailed by the industry as "the father of Chinese functional drinks."

After entering the Chinese market for 27 years, Red Bull has always been a "learning hegemony" in the industry. What is the secret of its continuous prosperity? What is the relationship with Hubei?

On June 21, Xia Jinshun, the general manager of the Fose Production Base of the Huabin Express, walked into the 5G studio of Hubei Daily Media Group on behalf of the Huibin Group to share the story of Huibin Hubei.

Business card

Founded in 1984, Huabin Group was founded. Chairman Yan Bin was a member of the 13th National Committee of the Chinese People's Political Consultative Conference and honorary chairman of the Chinese Overseas Chinese Commerce Federation. After nearly 40 years of development, the Group has grown into a international and diversified multinational enterprise. The business covers many fields and industries such as fast consumer goods, green health, general aviation, healthy ecological parks, resources, energy, and cultural and sports.

Huabin Group has special emotions in Hubei. Since July 1, 2005, Bridebin Group has invested in the construction of a number of industrial entities such as the Red Bull Vitamin (Hubei) Co., Ltd. and the Huabin Express Conduct Group Fusi Production Base. Red Bull Vivians (Hubei) Co., Ltd. started construction in Xianning in 2005. On July 1, 2006, the first pot of Red Bull was offline. As of June 30, 2022, a total of 16.58 billion cans of Red Bull drinks were produced. On September 25, 2015, the Binbin Group held Hubei again to cooperate with Shiyan Zhuxi. In June 2018, VOSS natural mineral water Hubei production base was put into production.

01

Luo Zi Xianning

Cumulative product exceeds 47.1 billion yuan

China Red Bull Hubei Production Base Workshop. Figures of Huabin Express Conducting Enterprise Company

As fast -moving consumer goods, there are generally life cycles. Many beverage brands are moving towards the market and fading out of the market. Red Bull has been in the Chinese market for 27 years: the formula is unchanged, the packaging is unchanged, and the price is unchanged.

Xia Jinshun said, as the saying goes, if he is not afraid of it, he is afraid of the summer vacation. "Being a‘ Xueba ’in the fast -moving consumer goods market, you have to work hard."

At the beginning of the establishment, Chinese Red Bulls invested huge investment in marketing and cultivating functional beverage consumption concepts. After so many years, the group has always insisted on making good products, always concerned about consumer demands, and always solved every problem in the market with intention.

"The Red Bull bought on the street is likely to be produced in Xianning." Xia Jinshun said that on July 1, 2005, the Red Bulls Vitamin Drink (Hubei) Co., Ltd. signed a contract. Chairman Yan Bin decided to build an annual output in Xianning to build an annual output 1.2 billion can of Red Bull Beverage Production Base. On November 12 of that year, the project started. On July 1, 2006, the first pot of Red Bull beverages went offline. It took only 15 months to investigate and put into operation from the inspection.

Why choose Xianning? Xia Jinshun introduced that Huibin is very emotional to Hubei. Xianning has a good traffic location advantage, ecological environment advantage, and good business environment. Many factors are superimposed, and the group eventually falls into Xianning.

Xianning's production base lives up to expectations. In the early morning of May 26, 2021, the 15 billion can of red beef beverages at Xianning Base successfully went offline. In 14 years and 10 months, the cumulative production value exceeded 47.1 billion yuan, which contributed to the economy of Hubei and Xianning.

Driven by the Red Bull, many world -renowned brands such as Mailang, Huayuan, Amway, and Vitality Forest gathered in Xianning, and the food and beverage industry has become one of the important industries of Xianning. At present, there are 12 enterprises in the beverage and food industry alone in Xianning High -New District. In 2021, the total industrial output value was 8.2 billion yuan, and tax revenue was 1 billion yuan.

Binbin Group Processing Factory -Xianning High -tech Zone (Hubei) Orean Beverage Industry Co., Ltd. War Horse Beverage Production Line. Correspondent Yuan Can

02

Invest in Zhuxi

Let "China Water" a "World Water"

The real scene of the water source of the production base of Fice Hubei. Figures of Huabin Express Conducting Enterprise Company

After a lapse of 10 years, Huabin Group invested in Natural Water International Brand in Hubei in 2015: Voss.

Xia Jinshun introduced that VOSS was originally from Norway. In 2015, Huabin Group acquired VOSS and plans to find a "pure" water source as Norway in China. The inspection team inspected a number of water sources and finally chose Zhuxi County on the west foot of Shennongjia.

Shennongjia is a model area of ​​national biological diversity, the "Green Gene Treasure" in my country's plant world, and the water source conservation area of ​​the South -to -North Water Diversion Middle Line Project. It is a veritable "natural oxygen bar". After testing by authoritative agencies, the water sources selected are tens of thousands of years. The higher the water age, the smaller the pollution of the water, the higher the activity of the water. , The taste is clear. In December 2021, the water source was protected by ecological origin to protect product certification. It is currently the only mineral water resource certified by the "Hubei Shennongjia" origin.

Xia Jinshun frankly said that the cost of investing in Zhuxi was very high, but Yan Bin was grateful for the contribution of the people of Hubei for the South -to -North Water Diversion Project. Based on the simplicity of "can't let the honest people suffer", he decided to invest "World Water".

The construction of the Fice production base in December 2015 has overcome difficulties such as landslides, water disasters, and snow disasters. It was put into production in June 2018. At present, a total of 769 million yuan is invested, with a total construction area of ​​92,000 square meters. It can produce a variety of specifications of aquatic products. The second phase of the German Crown -automatic super -net system production line is introduced, with an annual production capacity of 330,000 tons.

03

Fulfill its responsibilities

Contribute to the regional economy

Fris's production base not only produces water, but the company also participates in a number of public welfare activities such as poverty alleviation.

Xia Jinshun introduced that VOSS mineral water landing Zhuoxi has led to the development of industries such as local infrastructure, logistics transportation, agricultural products business, tourism services, and tourism services. At present, two logistics companies, 3 cooperatives and 2 product packaging factories have established cooperative relationships with VOSS factories.

"We will use the" hematopoietic poverty alleviation 'to help Zhuxi rural revitalization. "Xia Jinshun said that when the factory was built, the company gave priority to eligible poor households and conducted one -on -one training for them. Some technicians also sent it to learn. Let them master a skill. As of now, the VOSS factory has resolved nearly 200 local employment.

At the same time, Mr. Yan Bin and Huabin Culture Foundation invested 300,000 yuan each year to support local education, encouraging young teachers to support teaching in the mountains, and funding poor students to complete their studies. The epidemic of the new crown pneumonia was outbreak in 2020, and the Huabin Express Mastener Group urgently mobilized 10 million yuan of materials to support the anti -epidemic situation in Hubei and the country.

Binbin Airlines transport emergency emergency supplies for Wuhan. Figures of Binbin Express Products 品

Xia Jinshun said that the Binbin and VOSS brands will continue to fulfill social responsibility and actively dock the Huabin Group's resource projects in the health industry, cultural tourism, general aviation and other fields to contribute to the development of Hubei.

Wonderful quotations

Wuhan is the city of heroes, and the people of Hubei are the people of heroes. As the birthplace of the great spirit of resistance, in the new era, the spirit of resistance will inspire Huabin's various industries in Hubei to "open roads and meet waterfalls" in Hubei, and develop rapidly in the large health industry and industry.

Source: Hubei Daily All Media Reporter Chen Huijun Zhou Peng

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