TCP Group Showcases Red Bull Brand and Vision of “Energizing a Better World for All” at the 4th CIIE
On November 5, the 4th China International Import Expo (CIIE) opened at the National Convention and Exhibition Center in Shanghai. At this year’s event, TCP Group, the founder and owner of the global Red Bull brand and the "Red Bull" trademark, is presenting the diversified product portfolio from its global “House of Brands”, including Red Bull, while also officially unveiling its new brand concept "Energizing a Better World for All".
2021 CIIE TCP Booth
At its CIIE booth, TCP Group has brought together many of its best-selling products, attracting many attendees to stop by and taste them. In addition to the Red Bull® Vitamin Flavored Drink, which has been widely praised by Chinese consumers since its launch, TCP has also brought Ready, one of the most popular high-end energy drinks in Thailand, Sponsor, the top electrolyte beverage in Thailand, Mansome,the first best-selling men's functional drink in Thai history, as well as the popular sunflower seed snack Sunsnack, among others.
Star Products of Global “House of Brands”
This year, TCP is celebrating the 65th anniversary of its founding as well the 46th year since the establishment of diplomatic relations between Thailand and China. Reflecting these milestones, TCP’s CIIE booth has set up a unique "time capsule" that takes visitors on a special journey through history, showing them the full development of the company over the years – from TCP first embarking upon its path towards becoming an industry leader in the 1950s, proactively responding to China's call for reform and opening up in the 1990s with the establishment of its first Chinese factory in Hainan, and decades-long efforts to help facilitate and contribute to China’s economic development.
In 2021, a critical year to set the stage for a sustainable global recovery from the pandemic, TCP Group is carrying out a significant rebranding, following its new purpose of “Energizing a Better World for All.” As Chinese consumers demand healthier, higher quality, and more premium products, TCP is dedicated to continue fulfilling their rapidly evolving needs by providing its valued local customers with exciting new product offerings.
TCP’s 65th anniversary icon and new brand concept
Mr. Saravoot Yoovidhya, CEO of TCP Group, said, “As the 2021 CIIE kicks off, TCP is proud to be participating in this major annual event for the third consecutive year. CIIE has been incredibly successfully in bringing together high-quality resources and further widening China’s connections with the global market, and we’re dedicated to continue doing our part to help take CIIE to new heights each year.
“As an international brand which has been deeply involved in the Chinese market for nearly 30 years, TCP has a special, long abiding affection for the Chinese market and our many loyal customers. Over two decades ago, following its international success, my father, Mr. Chaleo Yoovidhya, established the first Chinese Red Bull factory in Hainan province, the Yoovidhya family’s ancestral home, and later introduced the energy drink to the China market, where it become one of the most popular drinks. China has always been at the front and center of our global ambitions to become a global “House of Brands,” and TCP, as one of Thailand’s leading food and beverage companies, has long been committed to facilitating the development of even stronger Sino-Thai relations, promoting bilateral trade, and playing a proactive role in helping to expand China-ASEAN strategic cooperation. This focus has been reflected in TCP’s pledge to invest RMB 1.06 billion in the next three years, with the aim of further strengthening our strategic partnerships in China.”
Red Bull® Vitamin Flavored Drink
Commenting on the importance of attending CIIE, Mr. Supachai Junkeiat, President of TCP China, said, "We are delighted to bring more of our new food and beverage products to Chinese consumers at this year’s CIIE. Two years ago, one of the star products of our
global 'House of Brands', Red Bull Vitamin Flavor Drink, was launched at CIIE and quickly became a popular product among Chinese consumers. We can say that CIIE has played an important role in supporting our success in China by providing an important platform for new product launches and the continued expansion of global trade. This year, we’re excited to have unveiled TCP’s new brand philosophy of "Energizing a Better World for All" at CIIE, as we aspire to bring even better and more premium products to Chinese consumers through an innovative and high-quality development model.”
