Brand power is an important strategy for my country’s high-quality development in the new era. At present, the active implementation and implementation of the national brand power strategy is driving more and more Chinese independent brand enterprises to accelerate the process of brand internationalization and compete with world-class brands on the same stage.
On May 10, on the sixth “China Brand Day”, the “2022 Brand Power Forum” hosted by the China Yellow River Cultural and Economic Development Research Association was held in Beijing.Meetingheld in the form of a meeting. Lu Zhan, Executive President of Reignwood Group, attended the roundtable forum and delivered a speech, sharing the brand building work of Reignwood Group and China Red Bull with the participants. Looking back on the development history of Reignwood Group for more than 30 years, since its establishment in 1984, it has always adhered to steady and high-quality development, and has become a model of the brand’s “Changhong”.
Taking root in the entity and insisting on developing the big health industry
At present, my country’s economy has shifted from a stage of high-speed growth to a stage of high-quality development, and brand building has become a new engine to promote the high-quality development of China’s economy. Not only do important national weapons such as aerospace, infrastructure, and technology attach great importance to brand building, but private enterprises like Reignwood Group are also striving to become leaders in brand innovation and development in the big health industry.
Since the reform and opening up, with the continuous improvement of national strength, it has experienced a “butterfly change” from “made in China” to “created in China” and “Chinese products” to Chinese brands. Reignwood Group has also gone through such a process. Its brand development has gone through three stages: the growth stage from 1984 to 2010; the growth stage from 2010 to 2015; and the empowerment stage from 2016 to the present.
In the growth stage (1984-2010), the driving force of Reignwood brand building was “high-end events” and “international cultural exchange activities”. At this stage, Reignwood’s business focus has gradually shifted from overseas to domestic, and its business type has shifted to industry, mainly involving two major industries – featured fashion (golf), office buildings and international hotels with green and healthy industries as the core, and China Red Bull. Although the two major industrial brands are independent, for China Red Bull, Reignwood is the firm investment platform behind them.
On December 25, 1995, China Red Bull was officially established. It is understood that, for the arrival of this day, Red Bull’s actual trader in China, Reignwood Group and its chairman, Mr. Yan Bin, have done a lot of work.First, China Red Bull was foundedshareholderIncluding two state-owned enterprises, the joint venture was established only after the approval of various competent authorities such as the Ministry of Health, the Ministry of Commerce, the Ministry of Light Industry, and the Ministry of Industry and Commerce at that time. Secondly, the China Red Bull Association held a technical demonstration meeting with a number of competent departments and relevant experts at that time, and finally adjusted the content of nutrients and additives such as taurine, caffeine, niacin, vitamins in the Red Bull beverage to the relevant Chinese standards. allowable amount. China Red Bull has become the first functional drink in China to obtain health food approval. Finally, the joint venture parties also signed a 50-year “agreement.” This is of course to lock in the long-term cooperation of all parties and protect the interests of all parties, but this ultra-long-term cooperation agreement also shows that the parties to the cooperation have reached an agreement on this matter: China Red Bull will be at least fifty years.
In the growth stage (2010-2015), the driving force of the Reignwood brand is “international competitions” and “domestic and international collaborations”. Taking the green health industry as the starting point, Reignwood launched the “going out” brand strategy. By acquiring Wentworth, Sany Plaza, Fusi and other top international brands, and at the same time investing in domestic green health industries such as Xianning and Dali, general aviation , Shaoxing Petrochemical and other strategic investment industries have helped Reignwood brand to quickly establish international recognition, and through the expansion of domestic industries, it has formed domestic and foreign synergistic linkages, established Reignwood FMCG Group, and deeply cultivated the healthy beverage market. The Bin brand has formed a strong synergy, and has a high reputation both at home and abroad, creating an international and diversified strong brand image.
It is worth noting that in 2010, the sales of China Red Bull exceeded 5 billion yuan, reaching 5.5 billion yuan, and then entered the rapid development track, breaking through 10 billion yuan in 2012, 20 billion yuan in 2014, and 23.5 billion yuan in 2015. It can be said that the rapid development of the Red Bull brand from scratch, from 0 to 1, from 200 million to 20 billion, is the result of the Chinese Red Bull team led by Mr. Yan Bin, the “Morning Bull”, step by step.
In the empowerment stage (2016-present), the driving force of the Reignwood brand is public welfare and industrial synergy, and with the “big and strong” Reignwood brand power, it empowers domestic and foreign industries. During the period, Reignwood’s green industry cluster grew rapidly, and the FMCG segment also changed from a completely independent brand to a “strong association” with the Reignwood brand, forming a two-wheeled main business of FMCG + green health and strategic industries such as general aviation and energy. The situation of coordinated development.At the same time, with the Reignwood culturefundWith more than 10 years of development and growth, its “When the East meets the West”, “Silk Road Journey” and “Youth”educate” and other characteristic public welfare brands are further integrated with the industry, so that the Reignwood brand is further known to the public, and it is more capable of empowering various industries.
In the FMCG industry, in addition to China Red Bull, Reignwood FMCG Group’s health drink brand matrix has also added international brands such as natural coconut water brand Weitacoco, children’s juice drink brand Guobeishuang, and pure water brand Fusi . At the same time, Reignwood Group also independently developed the functional drink Warhorse. On the basis of retaining the traditional formula of functional drinks, Reignwood Group took the lead in replacing caffeine and other functional factors with a more natural and healthy combination of instant coffee powder and d-ribose. It has become one of the few functional beverages in China that has both health food approvals and innovative energy beverage formulations. For diverse consumer groups, War Horse has also launched products with various flavors and ingredients such as white peach, lemon, grapefruit, soybean peptide powder, and sugar-free to meet more diverse market demands. These self-developed and imported healthy beverages, together with Red Bull Beverage, form a matrix of high-end healthy beverages, forming a new fast-moving consumer goods group to fully develop the domestic healthy beverage market.
Looking back on the development of Reignwood over the past 30 years, as Mr. Yan Bin, chairman of Reignwood Group, said, “In the development of the health industry, we must have the spirit of a bull and a horse. We must do a good job in the industry in a down-to-earth manner, and we must also resolutely pursue innovation and reform.”
The culture of trustworthiness, integrity, and integrity, and polish the brand background
To build a strong brand country, we must cultivate the soil of “integrity”. Integrity is a traditional Chinese virtue and an important “business card” for brand development. A business environment that focuses on “integrity first” plays an important role in promoting brand building, increasing brand influence and awareness, and is also the support for the sustainable vitality of the brand.
Take China Red Bull as an example, “RedBull” is an international brand, but China Red Bull is authentically made in China. Twenty-seven years ago, Mr. Yan Bin, who has made great achievements in the economic and cultural exchanges between China and Thailand, set up a joint venture between China and Thailand to establish China Red Bull. Regardless of production license, market access or trademark registration, Mr. Yan Bin and Chinese companies have played a key role.
As one of the first batch of overseas Chinese who returned to China to develop their businesses, Mr. Yan Bin has always practiced the concept of “people can’t build without trust, industry can’t thrive without trust, and country can’t be strong without trust”. The agreement is still the goodwill accumulated in 27 years of fulfilling social responsibilities and business commitments. Respecting trust and righteousness is the brand background for China Red Bull to become the “pioneering bull” in the industry.
As a leading enterprise in the beverage industry, China Red Bull adheres to the bottom line of food safety, upholds the responsibility of the industry’s “food education”, strengthens technology-enabled beverage production and risk quality control, and improves production quality management through six key points of inspection and monitoring technology. Reduce the impact of human factors on the safety of production links. It is reported that since the official start of production 25 years ago, Red Bull Beverage has carried out 109 important technological reform projects in the production link alone, involving aspects such as safety, quality, efficiency, environmental protection, and waste reduction. At the same time, the production workers of Red Bull Beverage have grown from 25 in the early days to more than 1,400, and the annual output has increased from 14.87 million cans to 5 billion cans, and the cumulative total output has exceeded 50 billion cans.thisperformanceCreated a miracle in China’s beverage industry. At the 2020 National Model Worker and Advanced Worker Commendation Conference, Liu Lei, an employee of Red Bull Vitamin Beverage (Hubei) Co., Ltd., won the title of “National Model Worker”.
Home and Country Feelings The Reignwood brand is deeply rooted in Chinese culture
The formation and development of brands are inseparable from the injection of cultural elements, and Chinese brands are inseparable from the nourishment of Chinese cultural power. Feelings of home and country and serving the country with industry are the philosophy that Mr. Yan Bin has always adhered to. Benefiting the country, the nation, and benefiting consumers are the original intentions of Reignwood. This sentiment has always been rooted in the Reignwood brand.
Reignwood Group has been deeply involved in the Chinese market for more than 30 years, and has always maintained a sense of homeland and social responsibility for consumers, the industry, and the homeland and society. Reignwood Cultural Foundation has invested more than 10 years in the field of cultural public welfare, so that Reignwood’s responsible brand image has been recognized not only in the domestic market, but also in the international market. Reignwood Group has always insisted on developing industry, ensuring employment, stabilizing economy, and serving the needs of the country and society with public welfare and charity. In order to allow Chinese consumers to enjoy their own high-quality healthy drinks, Reignwood has successfully operated, on the one hand, made China Red Bull a “Chinese taste” that Chinese consumers generally like; Copycats and smuggled products protect the health of Chinese consumers and the order of the Chinese market.
From the early days of its establishment, China Red Bull has put forward the corporate purpose of “strengthening the Chinese people who have been prosperous and self-improvement since the reform and opening up”. China Red Bull has a brand mission with Chinese characteristics, independent vision and values, and has a development direction that adapts to the trend of the Chinese market. And a clear path, with a unique organizational structure, and thus embarked on a unique brand creation and development road. From this perspective, China Red Bull belongs to Chinese consumers.
Enterprises with good culture, spirit, and values will naturally have a larger pattern beyond the commercial level, and the practice of social responsibility will naturally be integrated into the operation of the enterprise. After acquiring and controlling the Foss brand, Reignwood Group promoted the landing of its water source in China. After scientific site selection, Reignwood Group built a factory in Zhuxi County, Hubei Province and put it into operation, and formulated a series of long-term development mechanisms for targeted poverty alleviation and rural revitalization for this project.
On September 25, 2015, Reignwood Group and the government of Zhuxi County, Hubei Province started cooperation. Finally, in June 2018, the Reignwood Fusi natural mineral water factory invested by Reignwood Group in Taoyuan Township, Zhuxi County was officially put into operation. The total investment of the project is 1.04 billion yuan. After the first and second phases are put into production, the annual production capacity will reach 330,000 tons, the output value will be 2.27 billion yuan, and the tax revenue will be 120 million yuan. The implementation of the project has also boosted local infrastructure, logistics and transportation,agricultural productsIndustries and industries such as commerce, trade and tourism services are rapidly emerging and developing.
Mr. Yan Bin, Chairman of Reignwood Group, believes that in the rural revitalization strategy, industrial prosperity is the foundation of rural revitalization, so it is necessary to speed up the development of rural industries and take a good path of industrial development, and to play the positive role of national enterprises as the main body of the market economy is the A path that can be focused on. Therefore, the Reignwood Foss mineral water production base also shoulders the responsibility of driving the revitalization of local villages. According to the government work report of Zhuxi County, packaged drinking water is already one of the main industries in Zhuxi County.Reignwood Group has formulated a series of long-term mechanisms for targeted poverty alleviation for this project, including the creation of a “poverty alleviation workshop” to resettle and radiate the employment of local poor people; establish sewage treatment stations and artificial wetlands with high standards to protect the local area The lucid waters and lush mountains; set up a special “Love Transmission” in the local areaeducateFund, to open a window to connect the world for the next generation; and rely on the advantages of Fusi brand to expand the layout of upstream and downstream related supporting industries in the industrial chain, and enhance the local hematopoietic function. This is also Reignwood Group’s “ecology + industry +educateA very representative case of the combined poverty alleviation and poverty reduction model. As of the first quarter of 2022, Reignwood has spent over 400 million yuan on special social welfare projects and implemented more than 150 public welfare projects.
Continue to invest in and deepen brand influence at the same frequency as the times
Only after continuous investment and time precipitation will a brand have brand power and real brand influence. In today’s era, if Chinese brands want to become international brands, they need to further increase publicity efforts and continuously expand the influence of enterprises and brands in order to have the right to speak in international competition.
Reignwood Group and its chairman, Mr. Yan Bin, have been actively practicing the Chinese Olympic dream and spreading the Chinese sports spirit. They have deeply bound the brand spirit with sportsmanship and Chinese glory, and deeply embedded the Olympic spirit into Reignwood and China. The brand DNA of Red Bull has led to the formation of a consensus in the promotion of the Red Bull brand in China to help Chinese sports to establish a brand image, so that the brand building has also caught up with the rapid development of Chinese sports and mass sports.
On July 13, 2001, representatives of the people of the city that bid for the Olympic Games gathered in Moscow to cheer for their favorite city. With the approval of the Beijing Olympic bid committee, a “civil solidarity group” led by well-known enterprises and volunteers organized by China Red Bull went to Moscow to support Weiwei, of which Mr. Yan Bin served as the head of the solidarity group. On March 4, 2010, China Red Bull became the sponsor of the Chinese badminton team, and later signed Lin Dan as a spokesperson. On November 5, 2015, China Red Bull became the official partner of the Chinese Super League. In 2015, Yan Bin also participated in and assisted Beijing and Zhangjiakou to apply for the right to host the 2022 Winter Olympics as one of the nine business representatives of the Winter Olympics bid committee. In 2022, the Beijing Winter Olympics will use helicopters as a medical emergency rescue force, including two Bell 407 medical helicopters from Reignwood Airlines.
In addition, Reignwood Group and China Red Bull have continued to carry out sports marketing and advanced investment with Chinese characteristics in basketball, football, badminton, extreme sports and other fields to support the development of China’s sports industry and promote China Red Bull to become a “challenging limit, breakthrough” synonym for “self”.
Epilogue
The reason why a brand can become a leading goose is precisely because it leads the consumption trend of the times with the correct values. But brand power is not formed overnight, but takes a long time to work. Reignwood Group and China Red Bull continue to deeply integrate into China’s economic and social development process and consumption scenarios, adhere to long-termism, and play a huge leading role in the development of the industrial chain and the regional economy. The original intention and mission of the brand.
In the big health industry and the fast-moving consumer goods industry, there are not many Chinese brands that are well-known in the international market, but we believe that by integrating international and domestic resources, we will use the spiritual strength of honor and integrity, family and country feelings to polish the brand’s reputation. Cultural background, condensing the power of Chinese brands, and more Chinese brands will surely move towards the front end of the global industrial chain and value chain. There is a long way to go but it is worth looking forward to.
(Article Source:securitiesDaily Network)