Starting with a refreshing drink for a Thai truck driver who saved the jet lag problem of the toothpaste business in Austria, Red Bull has subverted the tradition, relying on "expensive" sales, "weird" taste, and even "smuggling" to crack the European market.
However, the famous "give you a pair of wings" also phone database brought positive and negative effects. Text: Chen Weiming ( Innovative Latte ) Ten years ago, it was the first time that a human parachuted from space. The thrilling and exciting process caused a sensation around the world through live broadcasts. In June this year, the world's limited edition of 50 supercars "RB17" with a starting price of 5 million pounds is about to go on sale. The pushers are the Austrian energy drink brand "Red Bull". In 2021, Red Bull sold more than 9 billion bottles of beverages in the global market,
with an estimated turnover of more than 6.5 billion US dollars. But everyone knows that this can of energy drink with a striking appearance originally came from Thailand and was banned from importing and selling in many European countries? How did Red Bull break through the predicament and grow all the way to the scale it is today? Innovation point: subvert the traditional packaging of energy drinks with the image of luxury goods, and focus on cultivating iron powder in the niche extreme sports market.