Red Bull has been in the Chinese functional drink market for 28 years, promoting and witnessing the development and growth of China's functional drink industry. As the promoter of Red Bull in the Chinese market, Reignwood Group's functional beverage business has completed the industrial layout of "southeast, northwest, and east, side, and vertical" in China.

Since its establishment in 1984, Reignwood Group has adhered to the concept of green development, become a leader in the health industry, developed steadily in the functional drinks and health drinks business segment, actively explored and introduced ESG (environmental, social and corporate governance) evaluation system, and integrated the concept of responsible investment into corporate culture and corporate operations.

China Red Bull production workshop

Comprehensive layout of functional beverage business

In 1995, Yan Bin, the founder of Reignwood Group, joined hands with Thai enterprises, introduced Red Bull functional drinks to the Chinese market, and established and was responsible for the operation of Red Bull Vitamin Beverage Co., Ltd. (hereinafter referred to as "China Red Bull").

At that time, there was no functional drink category in the Chinese market, consumers did not know about such products, the company's operation was difficult, and the market prospects were uncertain. Reignwood Group tailored Red Bull formula, taste, name, packaging and passed expert review according to the tastes and habits of Chinese consumers; The formula of "vitamin functional drink" applied by Sinofood Company passed the approval of the competent unit, enabling China Red Bull to legally produce and sell, and became the first functional drink in China to obtain the approval of health food. In terms of trademarks, Shenzhen Zhonghao bought the "Double Bull" logo trademark, and the Chinese Red Bull brand was formed, so that Chinese consumers gradually understood and recognized this new beverage category.

After years of development, Red Bull's sales exceeded 2012 billion yuan in 100 and 2014 billion yuan in 200, which also drove the breakthrough and development of China's functional beverage market from scratch.

Taking Hubei Xianning Red Bull Production Base as an example, it took only one year from the signing of the project on July 2005, 7 to the launch of the first can of Red Bull Vitamin Functional Drink on July 1, 2006. On May 7, 1, the 1 billion can of Red Bull beverage at Xianning Base successfully rolled off the production line, with a cumulative output value of more than 2021.5 billion yuan.

On December 2022, 12, Reignwood FMCG Group's Xiamen production base was officially put into operation, with two functional beverage production lines with a total investment of 28 million yuan, with the production capacity of "Red Bull" and "War Horse" products. As the eighth production base and the sixth functional beverage production base of Reignwood Group, after the completion and operation of the Xiamen production base, Reignwood FMCG's own functional beverage annual production capacity reached 1.34 billion cans.

At the same time, Reignwood Group has given full play to the location advantages of the eastern market to create new development opportunities for domestic functional beverage products to go abroad and expand overseas markets.

Punch multi-genre combos

In order to meet consumers' needs for healthy living, Reignwood FMCG has jointly developed special-purpose beverages with professional institutions and research institutions, and actively deployed and improved the matrix of high-end health drinks.

In 2017, Reignwood FMCG officially launched its self-developed functional drink brand "War Horse". It adds instant coffee powder and D-ribose ingredients, and has made major breakthroughs in design concepts, product practices, and technological innovations.

In the past 6 years, the war horse brand has actively sponsored CBA (China Men's Basketball Professional League) and trendy fashion sports, created basketball, street dance and other sports IP, and continued to invest in brand building and communication, while enhancing brand influence, insisting on walking with young people, and attracting the new generation of consumers with the concept of "fighting for love".

In addition, in the domestic beverage consumption market, packaged water is developing rapidly. In order to develop the high-end drinking water market, Reignwood Group acquired the Norwegian drinking water brand VOSS (FOSS), and introduced it into the Chinese market to promote the high-end development of the Fusi brand, target consumers who pursue quality of life, and promote the diversification of the domestic beverage market.

Fusi natural drinking mineral water has the characteristics of high strontium, low sodium, weak alkaline water quality, and has a clear taste. In 2022, Fusi partnered with the Black Pearl Restaurant Guide publisher to achieve leapfrog growth in fine dining channel sales. Fusi also cooperated with the publisher of the Black Pearl Restaurant Guide to launch the first co-branded natural mineral water to create themed private rooms to meet the diversified needs of consumers.

In 2015, after several field visits, Reignwood Group decided to build a mineral water production base in the west foothills of Shennongjia. After more than two years of construction, Reignwood Natural Mineral Water Production Base officially settled in Zhuxi County, Hubei Province, and put into operation in June 2018, with a cumulative investment of 6 million yuan, a total construction area of 7,69 square meters, and 9 production lines, which can produce a variety of specifications of aquatic products.

VOSS has been awarded the official recommended water by the Black Pearl Restaurant Guide

After the production base was put into operation, Reignwood Group formed a drinking water industry chain, and took the Fusi production base as a platform to participate in a number of public welfare activities such as helping employment, rural revitalization and supporting education, and also driving the development of local infrastructure, logistics and transportation, agricultural product commerce and trade, tourism services and other industries. At present, Zhuxi County has established cooperative relations with Fusi by 2 logistics companies, 3 cooperatives and 2 product packaging factories.

Up to now, the production site has provided employment for hundreds of local people. At the same time, Reignwood Group also strongly supports local education and sponsors students from disadvantaged families to complete their studies; Invest in green development funds to help local rural revitalization projects.

Promote the development of green and healthy industries

Based on the concept of enterprise development, Reignwood Group is also focusing on green development. Recently, nearly 400 youth and volunteers from Dali, Yunnan Province, participated in voluntary tree planting with the theme of "inheriting the spirit of Lei Feng and striving for youth" in Dali Reignwood Health Capital, and planted more than 5000,<> yew saplings.

It is understood that since 2009, Reignwood Green Industry settled on the east coast of Dali Erhai, Reignwood Group has invested funds to treat and plant green in Haidong Barren Mountain, through road construction, water diversion to the mountain, soil improvement, technology research and development and other efforts, to achieve a total green area of more than 3000,110 mu, planting more than 100.10 million yew trees, more than 100,<> trees of more than <> kinds of red maple, bayberry and cherry blossoms, and planting more than <> species of sand plants and succulents, which not only enriches the ecological landscape of Haidong. It also drives the sustainable development of local green industries and cultural tourism industries.

In the past 40 years, Reignwood Group has adhered to the concept of green development and insisted on providing consumers with healthier products and a better life experience. Under the background of jointly building the "Belt and Road", Reignwood Group has upgraded the Beijing, Hubei and Yunnan ecological parks to build Reignwood ASEAN Health Industrial Park under the guidance of the concept of health, green and sustainable development and driven by scientific and technological innovation.

Green development has become the foundation of Reignwood Group's rapid development. In July 2015, Reignwood Group launched the layout of the big health industry, and the plan of "Great Health Culture Exchange Platform" integrating modern health services, health products and health culture was officially announced. In the same year, Reignwood FMCG Group was established, launched a multi-brand and multi-category development strategy, adhered to the corporate philosophy of "creating a healthy life with healthy drinks", and operated the Warhorse Energy Vitamin Drink and Fusi Water brands with a global perspective.

At present, Reignwood Group has grown into an international and diversified multinational enterprise, forming a diversified industrial structure covering fast-moving consumer goods, green health industry, strategic investment industry and other fields. Since its establishment, Reignwood Group has created an output value of nearly 3000 billion yuan in China, driving millions of social jobs.

Reignwood Group and China Red Bull actively promote the high-quality development of China's sports industry, and help China's sports and mass sports by sponsoring national badminton teams and holding large-scale badminton mass sports activities.

In terms of culture, through the creation of the cultural brands of "Beautiful Ice and Snow" and "Silk Road Journey", Reignwood Group has held a series of cultural and artistic exchange activities between China and the West to spread the excellent traditional Chinese culture and practice the concept of green development.

In terms of public welfare, Reignwood Cultural Foundation has actively participated in public welfare undertakings such as cultural heritage protection, youth education, and international cultural exchanges since its establishment more than 10 years ago. On July 2022, 7, Reignwood Cultural Foundation announced the launch of the Belt and Road Youth Education Fund with a total amount of 1 million yuan to support youth education, cultural exchanges and scientific and technological innovation activities in China and countries and regions along the "Belt and Road".