Red Bull sets its sights on Beijing

The Thai group TCP, owner of the popular Red Bull brand, is expanding its business in China with a series of investments totalling $150 million over the next three years.

The goals include supporting local partnerships, establishing a new representation office and building a manufacturing centre in the Huairou district, north-east of Beijing.

However, product innovation remains central to the group’s growth strategy. In mid-2019, it launched Red Bull An Nai JiDrink and Red Bull Vitamin Flavor Drink for distribution in the local market through partnerships with Guangzhou Yao Energy and Pusheng Food Sales.

With the joint efforts of the two local partners, the group has achieved geographical coverage across 227 cities in 24 provinces nationwide, as well as over US $150 million in sales revenue for nearly half a year in 2019.

Image credits: Red Bull