Activating consumption is one of the important issues for Chinese companies and brands in 2024.
"The plan for the year begins with spring." To achieve high-quality development, leading companies in the industry must shoulder their responsibilities.
Leading companies in the fast-moving consumer goods industry have large sales volumes, complete supporting facilities, large-scale related industrial chains, and large employment populations. They are better able to exert their advantages in activating consumption and empowering high-quality development of the industrial chain.
Reignwood Group was founded in 1984. After 40 years of development, its business has covered many fields such as fast moving consumer goods, green health, culture and sports, general aviation, landmark real estate, resources and energy.
As a leading enterprise in the comprehensive health industry, Reignwood Group takes green development as its background and integrity and win-win as its core values, anchors the transformation and upgrading of the comprehensive health industry, stimulates the potential of fashionable and healthy consumption, and becomes an innovative example of high-quality development of Chinese enterprises.
Empowering high-quality development of the industrial chain
1982 was the first year for the development of China's beverage industry. Along with the east wind of reform and opening up, and benefiting from the continuous improvement of people's living standards and consumption levels, China's beverage industry burst out with huge market demand.
Founded in 1984, Reignwood Group has seized the opportunity of the booming development of Chinese beverages and taken the lead in introducing advanced concepts of international business management into the Chinese market. Through the integration of internal driving force and external excellent experience, it has made unremitting efforts to create Red Bull Beverage. It has become a benchmark product for functional drinks in China.
After 29 years of development, Red Bull Vitamin Beverage Co., Ltd. (referred to as "China Red Bull") has become a major domestic product with annual sales exceeding 20 billion yuan, with a cumulative output of more than 58 billion cans, a cumulative tax payment of more than 42 billion yuan, and has driven The annual revenue of the entire upstream and downstream industry chain reaches 100 billion, making outstanding contributions to the development of China's beverage industry.
In order to better meet the needs of consumers, China Red Bull proposed to create a Red Bull beverage for Chinese consumers in the early days of its business. According to the tastes and habits of Chinese consumers, it localized and upgraded the formula and taste, and created The unique packaging and decoration in the Chinese market has created a name that is more acceptable to consumers, and the bold localization of brand packaging and advertising has gradually shaped the unique brand image of China Red Bull.
Today, China has become the world's second largest producer and consumer of functional drinks, and China Red Bull has become the founder of China's functional drinks market.
Under the "Healthy China" strategy that benefits the people, Reignwood Group has grasped the trend of high-quality development and the rapid development of the health industry, guided by culture and health concepts, while maintaining the stable development of the functional beverage and health beverage business segments, integrating and Upgrade the global health industry, increase technological research and development and new product development, transform and upgrade in the direction of fashionable and healthy drinks, and provide society and the people with more healthy and fashionable drink choices.
Today, Reignwood FMCG Group has deployed 8 production bases across the country, including 6 functional beverage production bases, realizing an industrial layout of “southeast, northwest, middle, horizontally to the edge, and vertically to the bottom”. The annual production capacity of its own functional drinks reaches 5.2 billion cans, effectively ensuring market supply and consumer demand.
It only took 15 months from the project signing in 2005 to the first can of Red Bull Vitamin Functional Drink coming off the production line at China Red Bull Hubei Production Base in 2005.
Driven by China Red Bull, many well-known brands such as ORG have gathered in Xianning. The "bottle of water" industry has become one of the important local industries. There are 12 large-scale enterprises in the beverage and food industry in Xianning High-tech Zone alone, with annual tax revenue exceeding 1 billion yuan. .
After many on-site inspections and careful research, Reignwood Group finally acquired the Norwegian high-end water brand VOSS and set the VOSS natural mineral water production base at the west foot of Shennongjia, Zhuxi, Hubei.
In June 2018, the VOSS natural mineral water production base was officially settled in Zhuxi County, Hubei Province and put into operation. "Chinese water" became "world water", which became another vivid example of Reignwood Group's use of water economy to drive the development of upstream and downstream industries. This case is also Reignwood Group’s efforts to root in the Chinese market and care about regional economic development and rural revitalization.
At present, VOSS has 15 varieties of natural mineral water, natural spring water, soda water, flavored water, etc., which are sold in nearly 50 countries and regions around the world.
At the same time, VOSS not only brings direct industrial investment and employment to Zhuxi, but also drives the development of local infrastructure, logistics and transportation, agricultural products trade, tourism services and other industries.
Two local logistics companies, three cooperatives and two product packaging factories have established cooperative relationships with VOSS.
In order to meet consumers' needs for healthy living, Reignwood FMCG has jointly developed special-purpose drinks with professional institutions and research schools, and actively laid out and improved the matrix of high-end healthy drinks.
In 2017, Reignwood FMCG officially launched its independently developed functional beverage brand "War Horse", which has achieved major breakthroughs in design concepts, product practice, and technological innovation.
Over the past 7 years, the War Horse brand has continued to invest in brand building and communication by sponsoring the CBA (China Men's Basketball Professional League) and fashion sports, creating basketball, hip-hop and other sports IPs. While enhancing brand influence, it insists on walking with young people. Promote an active and healthy lifestyle for the new generation of consumers.
Adhere to green and healthy as the background color
In the 40 years since Reignwood Group was founded, green development has continuously injected new momentum into Reignwood Group and has become a concept that Reignwood Group has always adhered to as it continues to delve into multiple industries.
In Changping, Beijing, since the 1990s, Reignwood Group has carried out ecological restoration work such as sand pit renovation and seedling planting for 30 years. Through sand pit renovation, 33.5 million square meters and more than 10 million trees have been planted, successfully The former sandy land has been transformed into a comprehensive ecological park with a beautiful environment. The park has successively introduced golf, equestrian, football, ice and snow, Frisbee and other healthy and fashionable sports, becoming a popular place for leisure sports and sports and cultural exchanges in the suburbs of Beijing.
In Dali, Yunnan, after more than ten years of hard work, the "Reignwood Health City" has achieved a total green area of more than 3,000 acres, planted more than 1.1 million yews, and more than 100,000 trees of more than 100 types, including red maples, bayberry, and cherry blossoms. There are more than 100 species of psoma plants, which not only cover thousands of acres of green on the barren hills, enriching the ecological landscape of Haidong, but also promote the sustainable development of the local green industry and cultural tourism industry.
In 2020, Reignwood Group began to build the Reignwood ASEAN Health Industrial Park in Bangkok, Thailand, which integrates eco-tourism, international education, cultural exchanges, health and wellness, sports and leisure, and scientific and technological agriculture.
In the Reignwood ASEAN Health Industrial Park, yew trees from China release oxygen 24 hours a day, becoming a green and natural "oxygen" habitat; the World Anti-Aging Center (Silver Hair Center) is equipped with advanced medical equipment and medical staff; the artificial lake in the park It is green, low-carbon, highly efficient and recyclable; the unique fashionable sports court offers a beautiful view of "one hole, one painting"; there is also a Chinese building based on the "Dian of Renshou" in the Summer Palace that inherits intangible cultural heritage and a first-class international school in Asia.
Reignwood ASEAN Health Industrial Park not only brings together the development concepts and achievements of Reignwood Group over the past 40 years, which is to implement the concept of high-quality development to meet the people's growing needs for a better life as the starting point and goal, but also demonstrates the role of Chinese enterprises in the world. A new look in economic and cultural exchanges.
Promote mutual integration and mutual learning between Chinese and foreign cultures
Our country's economy has shifted from a stage of rapid growth to a stage of high-quality development. Yan Bin, chairman of Reignwood Group, has said many times that this is full of opportunities for the majority of Chinese and overseas Chinese, and it also puts forward higher requirements.
Chinese enterprises must not only be rooted in the Chinese market, take it as their duty to serve the country with industry, and promote the development of the domestic market economy, but they must also use Chinese culture as a bridge to promote international people-to-people and cultural exchanges and help create a good environment for the joint construction of the "Belt and Road Initiative".
The Reignwood Cultural Foundation, established in 2011, focuses on the protection and promotion of cultural heritage, international cultural exchanges and youth education and training. It has successively created "When East Meets West", "Silk Road Journey" and "Beautiful China". As a public welfare cultural brand, as of the end of 2023, Reignwood Cultural Foundation has implemented more than 180 public welfare projects and donated a total of more than 500 million yuan to society.
In 2015, Reignwood Cultural Foundation planned the "Silk Road Journey - 'Belt and Road' Photography Exhibition Global Tour".
The exhibition shows the history, culture and customs changes of the countries along the Silk Road, and enhances the audience's understanding of the joint construction of the "Belt and Road" initiative.
The exhibition has also appeared in important domestic and foreign conferences such as the Hong Kong "One Belt and One Road" Summit Forum, the China-Europe Entrepreneurs Summit in London, the Boao Forum for Asia, the Carter Center in Atlanta, and the BRICS Summit. The number of visitors exceeded 100,000, and it has gained social recognition. It has received widespread attention and praise from all walks of life.
On May 18, 2023, the Reignwood East-West Cultural Exchange Center, designed by the team of Professor Lu Zhou, Director of the National Heritage Center of Tsinghua University, and assisted by nearly 300 domestic and foreign workers, was completed and opened to the public in the Reignwood ASEAN Health Industrial Park in Bangkok. .
The center is designed based on the Hall of Renshou in the Summer Palace, a world cultural heritage. It has a total of about 350,000 wooden components. It is a master of traditional Chinese wooden structure construction techniques and has become the largest traditional Chinese building overseas in the past half century.
Reignwood East-West Cultural Exchange Center has also become a bridge for cultural exchanges between China and Thailand.
The Reignwood Cultural Foundation has hosted cultural activities such as the 2023 "Together with the Bright Moon and the Same Time" Mid-Autumn Festival Cultural Gala and the 2024 "Legendary China Festival-China and Thailand Happy Lantern Festival", which highlighted the charm of Chinese culture and also greatly The earth has promoted the international spread and development of Chinese culture.
During the most difficult time for China Red Bull to start a business, Yan Bin, chairman of Reignwood Group, once said that a nation and a person must have some spirit. China Red Bull has received support from all aspects and should also give back. The purpose of China Red Bull is To add strength to the Chinese people who are prospering and constantly striving for self-improvement in the reform and opening up.
In the eyes of the outside world, from the pioneer of China's functional beverages to the leader of the comprehensive health industry and the promoter of cultural exchanges between the East and the West, Reignwood Group is anchoring the transformation and upgrading of the comprehensive health industry, stimulating consumption potential with high-quality development, and " "Niu Ma Spirit" as its temperament, taking consumer trust as its foundation, firmly grasping the pulse of the new journey, showing new achievements and seeking new breakthroughs with a new attitude as a pathfinder and leader in the green health industry.