Shanghai - the 7th China International Import Expo (CIIE) grandly opened in Shanghai. As a representative of Thai enterprises investing in China, the TCP Group was honored to attend the "Invest in China" - Special Event Presenting Pilot Free Trade Zones at Seventh Hongqiao International Economic Forum. This event, hosted by the MOFCOM, organized by MOFCOM Department of Pilot Free Trade Zone and Free Trade Port, and China Council for International Investment Promotion.

As a platform for promoting high-level openness, the CIIE has become an important window for foreign enterprises to understand market trends and investment opportunities in China. TCP Group has fully seized the "CIIE opportunity," continuously deepening its business in China, firmly rooting itself in the Chinese market, with a cumulative investment of 4.36 billion yuan in China over the past five years.

“Invest in China” —Special Event Presenting Pilot Free Trade Zones
（Image Source: China Association of Enterprises with Foreign Investment）

CEO of TCP Group Saravoot Yoovidhya said: “The CIIE serves as a vital platform for the global community to share the opportunities of China's development, forging a strong bond between China and the world. With its vast market, comprehensive industrial chains, and robust innovation capabilities, China offers immense prospects for foreign businesses, and further strengthen our confidence in developing the Chinese market.”

Resolutely Increasing Investment and Continuously Deepening Red Bull's Business in China

Since establishing the first Red Bull factory in Hainan in 1993, TCP Group has consistently been deeply rooted in the Chinese market. With China's ongoing commitment to high-level opening, over the past five years of participating in the CIIE, TCP Group has continuously invested 4.36 billion yuan in China, covering the construction of Red Bull production bases and the comprehensive enhancement of commercial operation capabilities, thereby deepening Red Bull's business in China.

TCP Red Bull Beverage (Sichuan) Production Base

In 2020, TCP Group unveiled plans to invest 1.06 billion yuan in China over three years, focusing on establishing new representative offices and enhancing strategic partnerships within the country. In March 2022, the group invested a total of 2 billion yuan to build the TCP Red Bull Beverage (Sichuan) Production Base in Neijiang, Sichuan, with the first phase of the project commencing production in December 2023. This project stands as the largest foreign direct investment (FDI) project in the food and beverage sector in Sichuan Province in 2022 and regarded as a model of Sichuan-Thai economic and trade cooperation. In July 2023, the TCP Red Bull Guangxi Production Base in Guangxi-ASEAN Economic and Technological Development Zone, with a total investment of 1.3 billion yuan, officially commenced construction. Upon completion, the project will serve as a vital hub for TCP Group to bridge the Chinese and ASEAN markets and is a significant reflection of TCP Group's ongoing commitment to increasing its investment in China.

TCP Red Bull Guangxi Production Base Under Construction

Saravoot Yoovidhya stated: " The 'Belt and Road' initiative's high-quality progress and the policy benefits of the RCEP are providing a robust impetus for investment and trade between China and Thailand. As we look forward to the 50th anniversary of diplomatic relations between China and Thailand next year, TCP Group, as a representative of Thai enterprises in China, is committed to leveraging our strengths and the Red Bull brand's influence to further solidify and expand our investments in China. We aim to join forces with our industrial partners to foster a mutually beneficial and thriving business ecosystem."

Continuously Exploring the Potential of the Chinese Market and Innovating Products to Satisfy Diverse Needs

The CIIE serves not just as a crucial platform for capturing investment opportunities in China, but also as an exceptional gateway for businesses to gain insights into the demands of the Chinese market. As the inventor and owner of the global Red Bull brand and the “Red Bull” trademark, in recent years, TCP Group has fully leveraged the market opportunities brought by the CIIE, delved into the boundless potential of the Chinese market. This has enabled us to better comprehend the diverse needs of Chinese consumers and consistently introduce a range of premium products to meet the needs.

TCP Group Continuously Introduces A Diverse Range of Products to Meet the Varied Demands of Consumers

Through the platform of the CIIE, TCP Group has introduced and displayed a multitude of Red Bull products to the Chinese market. At the second CIIE in 2019, the Red Bull® Vitamin Flavor Drink was unveiled, captivating consumers with its superior quality and iconic taste. In 2022, at the fifth CIIE, TCP Group debuted Zero-suger fruit-flavor Red Bull® Vitamin Energy Drink, marking a new milestone in the brand's product line. Continuing to innovate, in 2023, TCP Group launched the first bottled Red Bull product in China, the Red Bull® Energy Drink, catering to the demand for convenient, on-the-go energy drinks. Many Chinese consumers were also introduced to TCP Group's diverse product portfolio under the global "House of Great Brands" through the CIIE. This includes premium energy drinks like Ready, tailored for women; Mansome, Thailand's first functional drink for men; Sponsor, the top-selling electrolyte water in Thailand; and Sunsnack, the delectable sunflower seed snacks popular among the consumers.

The Chinese consumer market is teeming with vitality and potential, with a trend towards diverse and varied demands. As one of Thailand's leading food and beverage companies, TCP Group has been cultivating the energy drinks sector for over six decades, boasting mature products, strong market recognition across various segments, and a wealth of industry insights. Supachai Junkeiat, Chief Commercial Officer (CCO) of TCP Group, remarked, "The demand for energy drinks in China is diversifying beyond work and study; consumers are also seeking energy boosts to fully enjoy a vibrant lifestyle. By embracing innovation and a high-quality growth strategy, we are continually enhancing the Red Bull brand and meeting the evolving needs of consumers with a range of product innovations. Through the CIIE platform, TCP Group has successfully turned from an exhibitor into an investor and turned exhibits into goods. We are committed to further understanding Chinese consumer trends, deepening our roots in the Chinese market, and introducing more premium products from our portfolio to Chinese consumers, thereby energizing the market's consumer vitality."