The success of the torrent has also laid a new landscape in the global food and beverage market.

The seemingly impossible cooperation between an Austrian businessman and a Thai tycoon has made the beverage company Red Bull.

The company, built 25 ago, sold more than 5.2 billion cans of beverages in 165 countries, with global revenues of around 5 billion euros in 2012. In the process, founder Dietrich Mateschitz became one of Austria's richest and most successful businessmen, and his late Thai-American co-founder, Chaleo Yoovidhya, was promoted to Thailand's top rich.

Red Bull is not only a global brand, it is like a torrent of success in the global food and beverage market has laid a new Jiangshan: Functional beverages.

Some of the success strategies of Red Bull are well known, including taking part in extreme sports such as hang gliding, bungee jumping, and F1 competitions through its famous motorcade.

Adventure Spirit

Red Bull's slogan "Red Bull gives you wings (Red Bull to let you fly)" implies that the company links its brand (with considerable financial resources) and some high-risk risk-taking activities, including last year's highest (30,009-kilometer) free fall skydiving activity in history.

This spirit of risk-taking reflects the entrepreneurial culture of Red Bull, which has enabled the company to create impressive results since 25.

Mateschitz personally gave this culture personality. As is known to all, he rejects the bureaucracy and has vetoed a market research report urging it to abandon the introduction of functional beverages. He worked on his gut and spent a year refining the original Thai Red Bull drink and spent two years poring over marketing and publicity strategies. The drink was eventually launched in Austria in 1987 and listed in many European countries by the end of 2000.

In an interview with the Financial Times in 2001, Mateschitz said marketing was a simple task, as long as "keep your head clear and your eyes open." Acuity is the only prerequisite. Other things you'll soon learn. ”

Mateschitz has also been keen on flying and has collected a series of classic planes (the former owner of which was former Marshal Tito of the late Yugoslavia), who parked the aircraft in a futuristic wing-shaped hangar near Red Bull's global headquarters. In keeping with the enthusiasm (and its slogan), Red Bull employees can get a corporate subsidy for their flight lessons.

The odd character of Mateschitz is also reflected in many other ways-the company is headquartered in a small village called Fuschl in the Austrian Alps; he drinks several cans of Red Bull every day; In addition, he rarely receives media interviews.

Perhaps to maintain its unique strategy and resist external change, Mateschitz basically financed the expansion of Red Bull's business through internal profits rather than using public offerings or borrowing to finance it. In fact, in the first 15 years of the company's development, the company almost did not distinguish its profits.

This uninhibited approach to Mateshitz and Red Bull attracted a group of strange people, the group has a variety of fantastic ideas, to let the Red Bull brand and the company further development. Red Bull's former CEO Harry Drnec, a Vietnam fighter pilot, has made Mexico's beer (Sol) a success in the highly competitive London beer market.

While leading the Red Bull's UK branch, DRNEC implemented innovative strategies to focus on distribution at gas station kiosks, convenience stores and nightclubs, increasing sales from 6 million cans in 1996 to 300 million cans in 2006.

The enterprise culture with unrestrained imagination

FUSCHL's corporate building also highlights two features of its corporate culture – novelty and enthusiasm for its brand. The building resembles two volcanoes, but the volcano is not lava, but a herd of bulls. The award-winning Canadian Red Bull headquarters office is also unusually spectacular, calling it "more like a nightclub". While visiting the company, a journalist saw people skateboarding and frisbee in the yard, so he called the Canadian Headquarters "the site of young people or young minds".

However, the unique culture of Red Bull is not limited to the symbolism of office building, it is also reflected in the freedom of every branch of the country to pursue the market strategy that they consider best suited to the local.

Red Bull Canada, for example, is more interested in music (striving to become a music-making company) and art than its subsidiaries in other countries (the company has a showcase of various art forms, including the finest graffiti art in Canada).

Meanwhile, Red Bull UK has tried to launch new products such as stencils Cola (Red Bull Cola) and Carpe Diem (an herbal drink). While these efforts have failed to achieve commercial success – which may be considered a problem – it is important that the freedom to pursue new strategies reinforces a culture of unrestrained enterprise.

Despite its seemingly cynical approach, Red Bull has not changed its persistent marketing and advocacy strategy. In Mateschitz's words, Red Bull has been "a voice of speech" since its inception in 1987.

Although this kind of unrestrained corporate culture plays a role in maintaining the global organization of Red Bull, there are also flaws. Red Bull is not a globally harmonized company, and its overall strategy or marketing campaign is not tightly integrated.

Inefficiencies may also be creeping in from some initiatives. The Red Bull's Professional Soccer League (MLS) stadium in New Jersey, costing 220 million of dollars, is twice times more than the cost of other MLS stadiums in the United States, causing analysts to question whether the investment will be wiped out.

Another reason why Red Bull's efficiency needs to be improved may be that it does not try to share practical experiences or streamline operations across business lines. The inefficiency did not have an impact on Red Bull because of its premium pricing in many markets and its dominance of market share.

Despite its flaws, Red Bull's culture has brought high dividends to the company, especially its founders and employees. In attracting staff and implementing innovative strategies, Red Bull has also demonstrated the tremendous influence created by a strong corporate culture.

Obviously, there are plenty of places to learn about Red Bull.