Stick to the 14 Red Bull out of the minority

"Digging the Net News" from 1995 Red Bull to "functional drink" this new concept of the Chinese market began to kill, in the past 14 years, although this market segment has squeezed into more than 20 functional beverage brands, almost all of which include Pepsi-Cola, Danone and all the beverage giants, the warlords, and the warlords,　　But with a unique marketing approach, clear positioning, Red Bull not only in the fierce competition in the market to defeat the next, but the more war more Yong, firmly control their own in the functional beverage market "lead eldest brother" status.　　According to monitoring data from CIC's consultancy industry Research Center, Red Bull has a market share of 70% in the functional beverage market, and in order to meet growing market demand, Red Bull even built its fourth production base in Hubei in July 2006.　　However, more and more facts show that niche market function beverage positioning has limited the opportunity for Red Bull to further develop and grow. As we all know, refreshing the brain is a prominent feature of Red Bull, but in the "sleepy, tired" drink Red Bull's propaganda situation, greatly limited its functional tension. To know that in the whole social consumption, the need for time, often refreshing the brain of the crowd after all is a minority.　　This decision refreshing brain is a typical niche market, no matter how much investment resources to operate, due to the limited audience groups, the expansion of its market size is inevitably affected.　　So today, 14 years later, for Red Bull, a brand upgrade, positioning of the transfer is inevitable. Fortunately, Red Bull is aware of this and has begun to adjust its strategy. Since July 23, 2010, Red Bull in the Chinese market has carried out a large-scale marketing campaign-"Red Bull time." Unlike any previous marketing campaign, this time the Red Bull did not target the car drivers, night entertainment, often stay up late staff, youth sports enthusiasts, but a larger number of invisible in the city large and small lattice in the white-collar.　　At the same time, in the dissemination, also no longer persistent refreshing brain function positioning, but through the supplementary energy, to a good state to chase the dream of this appeal to inspire consumers, so that consumers experience, each person's mind have their own Red Bull time.　　This means that Red Bull has taken a decisive first step towards the masses from a small audience!　　Rely on a unique marketing approach to the rapid rise in the world, the history of Red Bull is a constant search for target consumers, and for them to carry out a unique marketing history. From the original disco fanatic dancers to ski and windsurfing enthusiasts; from sponsoring flying, racing, cycling, to sponsoring a variety of new and unique parties, and Red Bull expanding their niche, he lets those who enjoy the speed, joy, Carnival, free display of the consumer become their own cluster,　　and create a unique personality of the Red Bull spirit. In the past 14 years, Red Bull in China has inherited the Red Bull International in the fine tradition of marketing, and to maximize this tradition. For the first time in advertising after the Red Bull's 1996 Spring Festival Gala,"Red Bull came to China" to inform all Chinese consumers to start, Red Bull constantly looking for its consumer groups in China, and gradually expand their own territory.　　The most famous is the competition marketing of Red Bull. For example, in the field of basketball competitions, since 2000, Red Bull has repeatedly sponsored China's three-person basketball game (Tbba), in 2003, Red Bull is to become the NBA China Strategic partner, and in the years to join the NBA in China for the majority of fans to bring "All-star vote" and reward participants in the lucky,　　To the United States to experience the NBA magic. In order to let more basketball fans become loyal consumers of Red Bull, from 2005 onwards, Red Bull even with the NBA caravan activities close cooperation, traveled many cities in China, for example, 2006 years, the NBA caravan activities on April 29, began to take 7 months, the journey of more than 15,000 kilometers, Basketball Carnival tour in 17 cities nationwide.　　For ordinary basketball fans set up to achieve the dream of the trapeze stage.　　Through these activities, Red Bull in China, especially in the campus to cultivate a group of Red Bull advocates, now the first generation of contestants have become a huge consumer power of the youth elite group. In the field of racing, Red Bull is an outstanding achievement.　　2007, Red Bull announced a high-profile sponsorship of Shanghai Volkswagen 333 team, join hands in the National Auto Rally Championship and the National Auto Venue Championship two of China's top events, the official impact of domestic car racing field.　　2009, in the Chinese market, Red Bull is decisive attack, the first set up its own fleet-Volkswagen Skoda Red Bull team. At the start of the 2010, the Red Bull's energy horn blew again, with the full support of Hong Kong's famous driver Li Yingjian for the 2010 Asia Porsche Carrera Cup (PCCA), which also became the leading international and domestic top drivers of Vettel, Weber, Lettening, Loeb, Wang Rui and Han, Red Bull on the driver's another strong lift.　　These moves have made Red Bull ubiquitous in the F1 Arena, establishing its F1 position in the field of events. It can be said that, relying on these unique marketing methods, Red Bull to become car drivers, night entertainment, often stay up late staff, youth sports enthusiasts favorite, and became the first brand of functional beverages in China.　　They are convinced that the Red Bull's propaganda "sleepy, tired, drink Red Bull", and the functional drink and Red Bull equate.　　Similarly, depending on the breakthrough in market segments, coupled with Red Bull in CCTV and other satellite TV a large number of prime time ads in the air pull, with the ground terminal construction, Red Bull in China to establish a huge agent dealer team, rapid expansion of the market, occupy most of China's cities.　　Aim at white-collar workers and get out of market segments but as the market expands, Red Bull increasingly found that functional beverage positioning is becoming a "magic spell" in their head, this positioning not only limited their own development space, but also gave competitors the opportunity, in two music, Danone invaded their territory, Red Bull anxiety more obvious. From "Sleepy, tired, drink Red Bull" to"Who can hold you back," to "My energy, My dreams," the careful person found, starting in the second half of 2009, the change in advertising language has been explained, Red Bull began to try to change themselves.　　Of course, the change is not only advertising language, people also found that the Red Bull's marketing theme also began to jump out of the tournament, into a broader field, such as music, film, and the latter's consumer groups more popular. At the end of 2007, Red Bull in Kunming, Nanning, Chengdu, Nanjing and other cities constantly exerting force, cast ordered fans scream music energy "bombs", have invited Feng, Kun, Wu Bai, Chen and other Taiwan strength singing will join, Red Bull does not Plug Power concert swept the country.　　At the end of the same year, Red Bull was a triumphant pursuit, began to dabble in film integration marketing, in the field of entertainment marketing set off a new "enclosure movement."　　Through sponsoring concerts and movies, Red Bull is getting rid of the former single function beverage positioning, giving Red Bull the new brand Spirit of "challenge limit, breakthrough ego, full of energy", brand information get the greatest degree of enhancement. These actions show that Red Bull is carrying out a huge brand upgrade, positioning the transfer of action, trying to get out of the small crowd, out of the constraints. Red Bull is going to be in the brand connotation, complete the leap from refreshing brain to "my energy, my dream", let Red Bull from functional positioning to the spiritual orientation of the transformation, covering all the need to replenish energy, chasing the dream of the people, the latter everyone needs, is a common phenomenon,　　And then realize the whole product consumption from small groups quickly to the mass group expansion.　　The "Red Bull time to" activity shows that Red Bull intends to change the pace of a greater number.　　From the current series of moves by Red Bull in this activity, in the marketing strategy, the Red Bull still continued the slow and steady style, not aggressive, but to take a more secure and flattering approach, that is, the first to occupy the mass consumption of the most powerful white-collar workers, as a breakthrough, through differentiated marketing means, capture the former heart. In this activity, Red Bull still played its good tradition in marketing, will Red Bull in marketing expertise to play incisively and vividly.　　For example, in order to highlight their own compared to ordinary carbonated beverages in the price, taste, consumer groups as a whole higher advantage, Red Bull did not take Coca-Cola, Pepsi's on-site drink delivery practices, but through a small threshold, the crowd positioning clearly divided, optimize the user classification definition criteria.　　In order to achieve precision marketing, Red Bull through the designated City + designated office Building + Internet conditions screening, the object of the activities directly locked in their own definition of high-level office, high-end user groups, and then through the registration of games and other links, direct hit target users. The careful Red Bull even according to the white-collar workers ' working life custom to customize a set of special distribution gift scheme. White-collar even do not need to leave the seat, as long as tapping the keyboard, landing "Red Bull time to" the official website, fill in the personal information and location of the office, those energetic handsome people, wearing a red and yellow uniforms, responsible for the distribution of Red Bull Energy team will rushFor white-collar offices, free Red Bull is delivered to their hands. Start the Red Bull's own marketing team, not only to ensure the brand image, but also to create a second topic spread, but also to cultivate students of this potential consumer group ...　　A lot more, in this summer's marketing field to earn enough eyeballs. This is effective. From July 20 onwards, Red Bull in the national Beijing, Shanghai, Guangzhou, Shenzhen and other 12 cities in the designated office space to carry out the drink activities.　　Red Bull has given away more than 400,000 cans of free drinks, according to data from CIC's consultancy Industry Research Center, which is expected to break 600,000 cans by the end of the campaign. Follow the changes in the market pattern and cultivate a wider consumer group first not to compete for the market as the goal, and to big market as the direction, Red Bull and the masses of consumers "first intimate contact"-"Red Bull time to" activities of every aspect of the careful setting is explained, Red Bull is used as a market segment heart do mass market, It has begun to build a solid mass-consumer-training effort that will help Red Bull fly for the second time.