11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a 'Red Bull came to China' advertising language, from the Chinese beverage market, more than a category called 'energy drinks', Golden Red Bull rapidly in China's best-selling blowing whirlwind.
After 11 years, the Chinese beverage market, relive A crowded disputes, but Red Bull has not pre-empt the competition, shrinking market share, more in July 2006 in Hubei Province has built a production base in the third, continuing the trend of showing the performance increase, to impressive performance of functional beverages has held the Chief position, and become synonymous with energy drinks be called Marketing classic. Study of Red Bull's marketing Strategy in China, are competing for the sports beverage market brands types of strategic thinking, with non-general sense.Localization strategy, the rapid rise of the Chinese market Red Bull came to China early, faced with a completely blank market. For the present, many people point of view of marketing, it is a complete 'Blue Ocean', when the Chinese market, drinks are not very large, well-known outside a Coca-Cola and Pepsi drinks, sports type drinks are Jianlibao, several major beverage marketing capabilities are very strong, occupy a wide range of their respective markets.
Red Bull drink brands in order from those surrounded by the rapid rise is not an easy thing.As a popular global brand, Red Bull Chinese style is very obvious localization strategy in order to enter the Chinese market, from its early promotion of direction can be seen many traces of its localization strategy. This is its first entry into the European market has a lot in common. The initial market entry point for Red Bull in Europe are Austria, in the brand development, the company described Red Bull's brand on the East to try to lower their colors, so that many communication that Red Bull from Austria. These statements curing in a variety of promotional text, become a brand Culture background.
Because in Europe, innovative, mysterious, and only in line with standards of the European mainstream consumer psychology. This is the Red Bull understanding of local market consumption psychology of great power. Red Bull China pre-expansion in China, mainly through a wide range of brand hinted strongly of media promotion, a powerful combination of the terminal-building, such a combination of not only has a distinct Chinese traces of brand marketing at the time was in line with the Chinese consumer reality. Marketing in China at that time, extensive use of media and end on the ground pulling the air-driven marketing model, Red Bull is so.Since the Red Bull in 1995 after the Chinese New Year Festival for the first time the ad appeared, to a 'Red Bull came to China' to inform all Chinese consumers, followed by Red Bull will continue to occupy the position of CCTV's advertisement, from the 'car to accelerate and decelerate, I drink Red Bull 'to' thirsty to drink Red Bull, tired and sleepy even drink Red Bull ', a large number of air driven prime-time ad, coupled with the ground terminal building, Red Bull in a very short period of time to build the country's agency distribution system, in various places the rapid expansion of the market, occupying most cities in China.
So Red Bull in just a year or two years, motor vehicle drivers, night show entertainment people, often stays up late working, teenagers, sports enthusiasts have become a loyal consumer group Red Bull. Red Bull in one fell swoop became functional beverage brand, enjoys a high reputation in China, so later on there a lot of imitation and even fake Red Bull drinks, such as: blue lion, Taurus, Red Taurus, Gold Red Bull and so on.Suggested on the Red Bull brand, but also through the two areas to strengthen its localization strategy, first claimed that although Red Bull from Thailand, but it is the Chinese formula created in the market and vigorously promote the concept of early entry, it is advantageous to let the brand with the China marks, and the sort of foreign and Coca-Cola brand has obvious differences; second is Red Bull's brand name completely Chinese, and its English name only as a secondary use, and two eye-catching sun, leaving a Red Bull logo is enhanced this point.Red Bull, red face, tremendous effort full of auspicious color for Chinese head, some cities in China, Red Bull just entering the market, gift sets on sale very prosperous, and almost out of stock. In addition, a Red Bull headquarters were located in Shenzhen, and then moved to Beijing, and also the building of production bases in China, but also shows the Red Bull in China's determination to develop, these are the Red Bull localization strategy's success.
With localization strategy and in line with China's consumption pattern Quotes to market quickly and win consumer acceptance of pre-marketing strategy for Red Bull in China become China's first energy drink brand laid a solid foundation. Internationalization strategy, continue to enlarge the consumer market Marketing is the Development of consumer demand is also changing, no one brand can not be in the same mode in the face constantly in the development of consumers. Coca-Cola does not do so, Pepsi does not do so, as the first functional drinks brand Red Bull will not do so.Since 2000, the Chinese market has undergone tremendous changes, changes in consumer demand caused by more than beverage market competition intensifies, the original 'Blue Ocean' market because of too many competitors to join the almost 'Red Sea'. A number of emerging brands rushed out into the sports drinks and functional beverages market, the market, but these brand names still stuck in the road on the concept of marketing, follow the Red Bull into the Chinese market early stress 'functional drinks' concept, equivalent to its brand and Red Bull together, they The intent is clear, I hope to become Red Bull's second brand, the third brand.The Red Bull at the moment in China, but to adapt to Chinese consumers increasingly synchronized with the international market trends, international marketing model the evolution of Red Bull to reborn, from the leading industry, the role of a gradual transition to the role of leading the consumer to develop consumer needs, to find their target consumer groups and firmly unite them with a Red Bull branded way of life.
It is worth mentioning is that this process is not a sudden change, but the core strengthening. In the strategy of localization process, the Red Bull was already doing this work, but because the market share in the period, it is not particularly evident. In the new stage, the transfer of the core strategy will be to promote the Red Bull China appears to be more international, marketing, model more in tune with the international Red Bull was similar.Red Bull has 40 years of international in the global history of global marketing of its popular appeal does not lie in advertising, but have been looking for the Red Bull target consumers.
In the world, Red Bull from a discotheque popular skiing and windsurfing enthusiasts to the body, but also by sponsoring the flight movement, racing sports, cycling and sports tight so that the combination of Red Bull, Red Bull sponsors various types of novel and interesting theme of Red Bull arty, so that Le Zhong Yu speed, happy, carnival, free deep understanding of consumer group displayed the spirit of Red Bull. Red Bull in China since 2000, it will be the gradual strengthening of the line for the target consumer. 2000, Red Bull sponsored by the China Youth repeated three consecutive basketball (TBBA), a cadre of campus supporters of Red Bull, and now the first generation of participants has become an enormous spending power of young elite group.In 2003, the Red Bull NBA China officially became a strategic partner, after many years of Red Bull to join hands for the majority of NBA fans in China, to bring 'All-Star Balloting program' and reward the lucky participants who went to the United States Experience the NBA Magic, NBA movement is an international campaign to Red Bull to Chinese consumers and onto the international stage movement, but also to make international movement closer to China.
In 2004, F1 Grand Prix, first held in China in the past decade, the Red Bull had internationally sponsored teams and drivers across all major countries.In November 2004, the international Red Bull bought Jaguar Racing to Red Bull Racing in the name of the 2005 season. In China, within China to vigorously promote the Red Bull F1 car racing, sponsored the Hong Kong driver Matthew participated in the famous Porsche Asian Challenge, sponsored by Ma Jian-star drivers such actions show that the Red Bull in the sport's unparalleled passion, and in the future days, the Red Bull brand will study the establishment of China's Red Bull Racing, or good driver signing.In 2005, Red Bull to work closely with the NBA Jam Van event, many cities around China, in 2006, NBA Jam Van event on April 29 set off to begin lasted 7 months and traveled over 15,000 kilometers, the country's 17 cities Basketball Carnival trip.
NBA Jam Van, as an official partner of the activities of Red Bull's title 'Red Bull energy Jam' is the exciting NBA Jam Van is one of the NBA represents a genuine Culture of basketball fans erected for the average achieving Flying a dream stage.This action further demonstrated the speed, fun, carnival, free the spirit of Red Bull on display. The sponsorship of sports, so that Red Bull marketing approach in China and go closer to the international Red Bull, Red Bull in China gradually to an international brand image for itself, reflecting the essence of international marketing. Red Bull International Strategy of China in recent years, the performance is not only the formal and nternational approach, the important thing is the core spirit of the ideals and goals for Red Bull closer to consumers, according to the author of the study also found that Red Bull, Red Bull are being added great deal of effort throughout the construction of Red Bull energy club, Red Bull has been fully demonstrated the positive draw target consumer group strategy. This strategy is oriented towards the international marketing model the key points, do not compete for the market, but the bigger market.Localization strategy in order to expand markets, develop become the first functional beverage brand, and then follow the changes in the consumer market to develop consumer demand, not to compete for the market as the goal, but in order to enlarge the market as the direction, Red Bull and consumers a more intimate contact with the international marketing strategy, is helping to achieve the second Red Bull fly, such as the Red Bull slogan in Europe in general 'RedBull Gives You Wings' -' Red Bull let you fly ', a solid job in consumer cultivation, Red Bull will be able to fly even higher.
