OnApril 2nd, 2018, REIGNWOOD FMCG Group grandly held the "China Functional Beverage Innovation and Development Conference" in the Great Hall of the People. Ms. Zhao Yali, President of China Beverage Industry Association, Mr. Xu Huafeng, Vice President and Secretary General of China Health Care Association, Professor Duan Shenglin, Director of R&D Department of China National Research Institute of Food and Fermentation Industries, Mr. Zhang Zhijun, Deputy Director of Huairou District Food and Medical Products Administration of Beijing, Mr. Zhou Yunjie, Chairman of ORG Group, Mr. Roman Kupper, President of Asia Pacific of Doehler Group, Mr. Yan Bin, Chairman of Reignwood Group, Ms. Lu Zhan, President of Reignwood FMCG Group, and more than 200 representatives of industry associations, industry experts, government departments, Reignwood Group and partner enterprises, attended and witnessed the conference.
At the conference, REIGNWOOD FMCG Group, together with all circles, issued a "Proposal on Working Together to Promote the Innovative Development of China's Functional Beverage Industry", calling on relevant enterprises to respond to the "Healthy China" strategy, consciously fulfill their industrial and social responsibilities, incorporate national health, industrial development and innovation management into their long-term development plans, and fulfill their responsibilities in the new era. Therefore, we should actively promote industrial technology exchange, share excellent innovation experience, actively improve product quality, actively explore diversified products, rely on labor, advocate labor, and lead the industry trend with honest labor, to promote the common prosperity of China's functional beverage industry.
As a pioneer and leader in the field of functional beverage in China, Reignwood Group has been deeply engaged in this field for more than 20 years. Its high-standard production process control, successful marketing experience, and perfect supply and sales system have been widely recognized and praised both inside and outside the industry, which plays a decisive role in promoting the development of this fast-growing segment market for China's functional beverage.
Ms. Zhao Yali, President of China Beverage Industry Association, fully affirmed the contributions of Reignwood FMCG and Chairman Yan Bin to China's functional beverage industry over the past 20 years. Zhao Yali said, "as the founder of Red Bull, Reignwood FMCG Group has made positive contributions to the development of functional beverage in China, and has been recognized by the whole industry and peers". Over the past 20 years, the cumulative output of Red Bull products in China has exceeded 8 million tons, the cumulative sales volume has reached 145.3 billion yuan, and the total tax amount paid has reached 21 billion yuan. Red Bull has become a leader in the industry, and Mr. Yan Bin has also been known as the "father of China's functional beverage" in the industry.
Zhao Yali said that after 30 years of development, China's beverage industry now has an annual production capacity of more than 180 million tons, making contributions to the development of national economy and the rich cultural life. However, compared with developed countries, we still have a long way to go in the per capita consumption of functional beverage, which means that this market segment still has huge development potential. Zhao Yali pointed out that "War Horse energy beverage launched by Reignwood FMCG Group will strive to create another excellent functional beverage brand to make this market even better".
At the conference, Professor Duan Shenglin, Director of the R&D Department of China National Research Institute of Food and Fermentation Industries, published a report entitled "Research, Development and Development Trends of Functional Food". In this report, he expressed that the innovative development of China's functional food industry is closely related to people health, without the national health, there will be no overall well-off". He added that adhering to product innovation and quality assurance is the basis for the rapid development of an enterprise, "Reignwood's care for products for more than 20 years has achieved today's high quality".
Reignwood's partner Doehler Group enjoys a high reputation in the field of global natural ingredients. At the conference, Mr. Roman Kupper, President of Doehler Group Asia Pacific, said that in recent years, the Chinese functional beverage brands have increased to 20 in 2016. However, Reignwood FMCG Group still maintains a leading position in the Chinese functional beverage industry, and also has a high position in other high-end beverages.
The War Horse needs both young people and "going out"
Under the guidance of its "diversified innovation" strategy, Reignwood FMCG Group has launched War Horse energy vitamin beverage, including two types of 400ml PET bottled beverages (carbonated and noncarbonated). Around the Spring Festival this year, it also launched the "enhanced War Horse", that is, 310ml red canned product, which contains nearly four times coffee powder than the bottled product, so that consumers will face work and life with more energy.
Zhao Honglei, General Manager of War Horse (Beijing) Beverage Co., Ltd., said that War Horse will be committed to leading the trend of young consumption in the new era, and aim at encouraging young people to advance bravely, dare to challenge, inspire the maximum potential, and find a strong self", to conform to the young consumers.
Zhu Danpeng, an analyst of the Chinese food industry, said that Reignwood is the founder of functional beverages in China, and has made indelible contributions to the development and growth of Chinese functional beverages. As the consumption thinking and behaviors change in the new era, China's functional beverages have entered a stage of rapid growth. The disordered competition occurs following the outbreak of functional beverage categories, Red Bull China is facing challenges. As the first independent beverage brand of Reignwood, War Horse energy beverage, with its enough innovation flexibility, can not only conform to the rigid demand in the new era, but also effectively defend against the erosion of competitive market share.
At the same time, Reignwood FMCG Group put forward the "going out" strategy of War Horse for the first time. At the beginning of launching, it has formulated a strategic policy of "trademark first", successively registered 41 War Horse related trademarks, and carried out layout in B&R countries and developed countries in advance. Zhao Honglei said that War Horse will use the successful experience of Reignwood FMCG Group in cooperation with international major FMCG brands, as well as its successful practices in "The Belt and Road", "green finance", economic and cultural exchanges between East and West, to support the building of Chinese brands and strive to become the new energy of Chinese functional beverage brands on the international stage.
At the conference, War Horse (Beijing) Beverage Co., Ltd. signed a strategic cooperation agreement with Anta Sports Group Co., Ltd., opening a new situation of association between strong enterprises and making progress together in cross-border cooperation for War Horse brand. Both sides agreed that the most important thing for a national brand to become an international brand is to first keep a foothold in the domestic market for young people and to look for opportunities of "going out". When it comes to cooperation, no matter in the field of extreme sports or national mass sports organizations, sports marketing is a shining card in the rapid development of Reignwood FMCG Group.
REIGNWOOD made breakthroughs of 7.8 billion yuan in the first quarter, which was difficult to surpass
Ms. Lu Zhan, President of Reignwood FMCG Group, revealed at the conference that their multi-brand operation and market service system had taken shape and achieved results. In the first quarter of 2018, REIGNWOOD FMCG Group made breakthroughs of 7.8 billion yuan in the sales of all products, exceeding the quarterly intended target, and making a good start, which laid a solid foundation for the completion of tasks throughout the year.
Lu Zhan said that Reignwood functional beverage section has not only experienced the reform and opening, but also benefited from the reform and opening up. From its establishment to development, Reignwood Group and its partners have made concerted efforts for decades.
She added that a thousand-mile journey begins with the first step. After more than 20 years of efforts, the brand value of Red Bull China has grown rapidly from 550 million yuan in 1996 to more than 50 billion yuan today. Through the efforts of Reignwood people and partners over the years, Reignwoods 'big family' culture has been formed, which bears the vision, hope and happiness of Reignwood people. Honest work helps fulfill our dream to form unique market competitive advantages. Our achievements are hard won and difficult to surpass. We should not only embrace innovation and change, but also take a clear-cut stand against commercial opportunism. "
Reignwood Group attaches great importance to this conference. The Chairman Mr. Yan Bin led all the leaders and senior executives of various sections to attend the conference. Yan Bin said in his speech that he would like to thank the industry leaders, industry experts, government departments, and partners and dealers for their support for Reignwood cause over the past 20 years. He added, "in the 1980s, I went to Thailand for development for over 20 years, so that I have profound feelings for my motherland. I returned to China at the end of the 1990s. I hope to serve my country with my overseas gains and achievements through industry. It's my honor to be a participant, witness and beneficiary of 40 years of reform and opening up." He said that at the beginning of the year in the new era, he hoped to create a national functional beverage brand with real international influence, and to truly enter the international market with Chinese characteristics, Chinese quality, and as a Chinese brand.
