Yan Bin: Founder of Red Bull

2020-06-04 10:20 | Readtime: 8min

  On the 2010 Hurun Rich List, Yan Bin, the founder of "Red Bull" and the owner of Huabin Group, jumped to fifth place, attracting attention. Nowadays, the already huge Huabin Empire has business in many fields such as sports culture, tourism and leisure, functional beverages, international trade, real estate and property management. But who knows, Yan Bin was a poor kid who once lived on blood sales. 

  At the foot of the Badaling Great Wall in Beijing, there is a Huabin manor unknown to outsiders. The manor houses the "White House Hotel", which looks very similar to the White House in the United States. Most of the parked cars are top-class cars like Cadillac, Bentley, and Rolls Royce. From the architectural style to the service content, the whole manor has a strong royal character. People who can enter the manor are not ordinary people. Registering as a member requires at least US$100,000. It can be said that Huabin Manor is a meeting place for celebrities and wealthy businessmen. Even well-known foreign politicians like former US President Bill Clinton once waved a shot at the golf course in the manor.

  The owner of this luxury manor is a frequent visitor to the rich list in recent years, and Yan Bin, chairman of the board of directors of Huabin International Group and Red Bull Group, which ranked fifth in the Hurun Report this year.

   Fear of poverty, find a way out to Thailand

  In the world's most influential Chinese businessmen list selected by the 2006 World Chinese Merchants Conference, Li Ka-shing, who ranked first, was almost known to everyone, while Yan Bin, who was ranked second, was rarely known. However, many people suddenly realized that "Red Bull" beverages, Beijing Huabin International Building, Beijing Worldland Paradise, etc., turned out to be the holder of these projects.

   Few people know that today's business tycoons have experienced a lot of bitterness when they were young. In 1954, Yan Bin was born in a poor family in Shandong. He graduated from junior high school at the age of 16. As an intellectual young man who had to go to the mountains and go to the countryside at that time, he came to Lin County, Henan Province to join the team. In this extremely poor area on the border with Shanxi, he worked for a whole year and only got 92 yuan. During this year, he hadn't seen a few white noodles and ate sweet potatoes every day.

   Later, he was too afraid of poverty, so he chose to go to Thailand to find a new way of life.

   first arrived in Thailand, no money, no food, Yan Bin once sold blood to live. Therefore, when he found a boss who was willing to accept him to work, the boss asked him how much he wanted to pay. His answer was simple: manage the meal. Among the apprentices working with Yan Bin in Chinatown, there are also two mainlanders from Kunming. All three of them eat a lot. Yan Bin, who is a northerner, can eat more than the two southerners. The proprietress was not happy, and said: Yankees eat so much! So, he had to eat a bowl every meal, and then he bought rice with his own salary, and cooked it with soy sauce.

  During his part-time job, Yan Bin was particularly diligent. The other apprentices slept until 8 o'clock and woke up, and he got up at 5 o'clock to clean the yard and make preparations before work. As a result, he was appointed as manager by the boss in less than two months.

   Later, after many years of hard work, Yan Bin slowly completed his original capital accumulation. In 1984, he founded Huabin International Group in Thailand, mainly engaged in property, tourism, international trade and other businesses.

After the success, Yan Bin said: "Every successful person's first pot of gold is the most difficult. At that time, it began to accumulate according to the entire major political trends and national situation. My real first pot of gold came from 1989 Real estate project. At that time, many people rushed to Bangkok to intervene in this project. I also have a Huabin Building in Bangkok, also in the city center, with 26 floors. At that time, I made that building by investing in real estate. Now, The building is still in the center of Bangkok. Although the decoration is older, it is a witness of history."

  Bangkok, Thailand's Huabin Building is located in Lane 6 of Sukhumvit Road in the center of Bangkok. The commercial location is equivalent to Xidan in Beijing. There are two buildings and more than 300 companies are rented. 8 meters to the left of the building is the five-star Sofitel Hotel, 10 meters to the right is the four-star Dynasty Hotel, 5 meters behind is the quasi-five-star international apartment Omini Building, and in front is an iron gate Closed castle-style Regal private garden villa. Within 200 meters of the building, there are also the famous Marriott Hotel and Sheraton Hotel. Compared with these buildings, the level of Huabin Building in Thailand’s real estate industry is not high: aging houses, outdated facilities, and weak security... But in this building, Yan Bin established the main office in Bangkok, including Red Bull Vitamin Beverage Thailand Co., Ltd., Hua Bin Apartment Management Company and other institutions.

  He made "Red Bull" popular in China

  Red Bull Functional Drink was born in Thailand and has a history of more than 40 years. At the beginning of the invention of this beverage, it was the beginning of the Thai economy. This kind of beverage, which is ingeniously combined with various nutrients, can refresh the mind, replenish physical strength, and taste good. After long-term hard work, Red Bull has gradually taken root in Southeast Asia, Central Europe, Australia and other places, and has covered all countries and regions around it. In the world's functional beverage industry, "Red Bull" is known for its total sales volume and the number of countries (regions) that it enters the most. Among them, in Thailand alone, annual sales reached 1 billion cans (bottles).

  In 1995, Yan Bin began to return to China to invest. At that time, he saw the great potential of the Chinese market and the significance of "Red Bull" beverages to the community, so he introduced "Red Bull" to China and established the Sino-foreign joint venture Red Bull Vitamin Beverage Co., Ltd. in Shenzhen Special Economic Zone. Therefore, Yan Bin is also known as the Red Bull's man in China.

  According to people familiar with the matter, when Red Bull entered the Chinese market, the Ministry of Health conducted a period of investigation abroad on the testing and approval procedures of functional drinks. Later, after approval by the Ministry of Health, "Red Bull" was able to enter China. Since China did not yet have the concept of energy drinks at that time, the relevant departments defined Red Bull Beverages as special-purpose drinks.

   At that time, the domestic functional beverage market was still blank. It was Red Bull who first introduced this concept and popularized it. In the first year, market promotion alone cost 200 million yuan. It can be said at the beginning that it was very difficult to go, but in the second year "Red Bull" became popular all over China.

  In October 1998, Red Bull established a production base in Beijing and established its headquarters in Beijing with a registered capital of 100 million yuan. It was one of the largest Sino-foreign joint venture beverage companies in Beijing at that time.

   To a certain extent, the market is the first. You will not be a market, you will not see your own consumer group, you will not find your own market space, everything is fake.

   Later, Red Bull became one of the nation's famous enterprises in solidarity with the Olympic bid, and held various events to support sports. At that time, Red Bull's slogan was: to strengthen the Chinese people who are constantly striving to strengthen themselves through reform and opening up. At present, the beverage still occupies a large market share of functional beverages in China.

   Bet on "Beard Project"

   1995 was a breakthrough year for Hua Bin. It was also in this year that he bought a rotten building at the time in Beijing, and later developed it into Huabin International Building, the top commercial building in Beijing CBD.

Yan Bin has his own understanding of market sensitivity. He said: There is nothing in the market sensitivity book. The key is whether you pay attention to this thing or not and look at the market calmly. When the enterprise reaches a certain level, the market is the first Bit. You will not be a market, you will not see your own consumer group, you will not find your own market space, everything is fake. The successful response to the Asian financial turmoil in 1997 is an example. This point can be said without shame, many people admire me. Those who came to Thailand from mainland China could transfer their assets back to mainland China in the first half of the financial turmoil. I dare not imagine it. Other companies are investing in US dollars, and the value of the country's currency depreciated by nearly two times. I was making money. The financial sector in Thailand mentioned this and all gave me thumbs. Neither the Chinese in Thailand nor the Thai companies have this acumen. This still depends on perception. I go to bed late and get up early every day. I read a lot of newspapers, both in Chinese and English.


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