At that time, Red Bull China was already a leader in the functional beverage market, but the retail price of 6 yuan was relatively high. For many young consumers, the demand was not fully met. Lin Muqin saw the pain points in the market and hit the price tag. The market price of Dongpeng specialty beverages was only about 3 yuan. In 2012, as a model market for Dongpeng Special Drinks, Dongguan’s sales also exceeded the 100 million yuan mark, starting a national journey from then on. In terms of advertising, Lin Muqin once again learned from Red Bull. It just so happened that in 2013, Red Bull changed the slogan, “Drink Red Bull when tired and sleepy” was abandoned, and this advertisement that has been running for 8 years has already been deeply rooted in the hearts of the people. As a result, Dongpeng then issued the slogan “You must wake up and fight when you are young! Drink Dongpeng special drink when tired and sleepy”. At the same time, it signed Nicholas Tse as the brand spokesperson for Dongpeng special drink, officially with a younger brand image. Promote to the whole country. And Dongpeng Special Drink was once regarded as a “Red Bull imitator” because of its advertising slogan and packaging. Of course, Lin Muqin has also broken out his own advertising and marketing routines, such as bottle cap scanning, dust caps on bottles, and “Band-Aid” advertisements on video websites, all of which were pioneered by Dongpeng Special Drink. Lin Muqin said, “We are thinking about and studying the advertising cases of each brand in the video website every day, including the source of each advertising creative and the original intention of advertising, what kind of advertising format can resonate with consumers, and whether there are other more Good presentation method. Only by personally researching and analyzing in-depth can we dig out the truly effective forms of advertising and the truly valuable advertising content.” In 2018, Dongpeng Special Drink also replaced Red Bull as a sponsor of the Chinese Super League and increased its sports marketing efforts. In 2021, Dongpeng Special Drink will once again implant the brand in the movie “Chinatown Detective 3” to continue to seize the young consumer market. At present, Dongpeng Special Drink has become a brand second only to Red Bull in the market share of energy drinks. In 2020, the company achieved total operating income of 4.96 billion yuan, a year-on-year increase of 17.8%; net profit attributable to the parent company was 810 million yuan, a year-on-year increase of 42.3%. Among them, energy drink revenue accounted for 80.5%. Dongpeng Beverage has now formed production bases in Guangdong, Anhui, Guangxi and other major regions across the country, with more than 1,000 distributors and a sales network covering approximately 1.2 million terminal stores across the country. The rise of Dongpeng Special Drinks, in addition to the company’s own factors, is also inseparable from the boosting role of industry development. In recent years, people’s attention to food safety and health issues has led to a further increase in the market share of functional beverages. It is reported that from 2014 to 2019, the compound growth rate of energy drink sales will reach 15%, which is one of the fastest-growing sub-categories in beverages, which benefits well-known brands in the industry. Compared with the strong development of Dongpeng Special Drink, Red Bull’s development momentum in recent years does not seem to be very strong. Public information shows that in 2015 and before Red Bull’s market share in the field of functional beverages was as high as 80%, but it began to shrink in 2016, and it has fallen to 54.90% by 2020. After years of trademark disputes, Red Bull’s market share has gradually become a rising star. Cannibalize. Public information shows that my country’s energy drink industry has developed over the years. In addition to Red Bull and Dongpeng Special Drinks, many brands including Lehu, Physique Energy, Rejuvenation, and Qili have joined the competition. At the same time, with the rapid development of the industry, in recent years, large companies such as Uni-President, Amway and Yili have launched their own, which has intensified industry competition. However, many investors believe that Dongpeng Beverage has gradually distanced itself from the third and fourth largest competitors and established a brand moat. In addition, energy drinks still maintain a high growth rate of market demand, which has also led to the enthusiasm of Dongpeng Beverage’s share price. Today, with the listing of Dongpeng Beverages, Lin Muqin has become another rich man in the beverage industry. Data shows that Lin Muqin directly holds 49.74% of the company’s shares. Based on the total market value, he holds a stock market value of up to 45.7 billion yuan. In Lin Muqin’s view, the company’s listing is just another new starting point. Let us look forward to the future development of Dongpeng Special Drink

Nowadays, in the Chinese beverage market, there has been an energy drink second only to Red Bull, and it has been listed in the A-share market at the end of May, becoming the “first share of functional drinks” with an annual revenue of nearly 5 billion. It is called ” The Dongpeng drink behind the Dongpeng special drink which is highly imitation of Red Bull.

As of the close on June 11, the share price of Dongpeng Beverage has reached 190 yuan, with a market value of 76 billion yuan, while the issue price on May 27 was only 46.27 yuan, and the market valuation was 18.5 billion yuan. In other words, In just 16 days, the market value of Dongpeng Special Drink has increased by nearly 58 billion.

The actual controller Lin Muqin’s shareholding ratio is 50.74%. Now converted into net worth, his shareholding value is as high as 38.5 billion yuan.

Why did Dongpeng Special Drink take the road of “high imitation Red Bull”? This is related to the experience of Lin Muqin, the founder of Dongpeng.

The predecessor of Dongpeng Beverage Group was Dongpeng Industry, which was established in 1987. This old state-owned beverage factory mainly produces herbal tea and water beverages. After Red Bull entered China in 1995, it quickly opened up the functional beverage market. Soon, Dongpeng Beverage also followed suit and launched Dongpeng Special Drink in 1997.

But at this time, Dongpeng Beverage is a small factory on the verge of bankruptcy, with an annual output value of 20 million yuan. Because of its poor profitability, let alone promoting new products, it is very difficult to even pay wages. Until 2003, Dongpeng Beverage ushered in the private reform, and the privatization of factory assets was the priority for internal employees.

At that time, Lin Muqin was the general manager of sales in the factory. He thought this was a good opportunity for a big fight. So, he and the two brothers Lin Mugang spent 1.46 million yuan together to take over the old Dongpeng factory.

Before taking the post of Dongpeng Beverages, Lin Muqin also served as the director of Red Bull’s foundry. Therefore, he has a better understanding of the procurement, technology, and sales of the functional beverage market. After taking over Dongpeng Beverages, he settled for a few years. In 2009, he launched Dongpeng Special Drinks in plastic bottles, intending to enter the functional beverage market with all his strength. In 2013, Nicholas Tse was signed as the brand spokesperson for Dongpeng Special Drinks, and the brand was officially promoted nationwide with a younger brand image.

At that time, only Red Bull took the lead in the domestic functional beverage market. Although there were brands such as Sainiu, Wangniu, and Lehu competing for the second place in the market, they basically followed the low-end route, with a market price of 3 yuan. Around, it’s only half the price of Red Bull. In order to get to the top as soon as possible, Lin Muqin decided to take advantage of the “bull” in brand marketing in addition to differentiation in price and packaging.

In 2013, Red Bull iterated the slogan, and “Drink Red Bull when tired and sleepy” was abandoned. But this slogan, which has been used for 8 years, has been deeply rooted in the hearts of the people. So, Dongpeng special drink painted a gourd, and then shouted, “You must wake up and fight when you are young! Drink Dongpeng special drink when you are tired.”

It is this high imitation slogan that makes Dongpeng Special Drink wear the “high imitation Red Bull” hat.

In the following years, because of the slogan and Red Bull’s Dongpeng special drink, it began to vigorously market through celebrity endorsements, film and television placements, and the World Cup. It soon became a market in third- and fourth-tier cities with more affordable prices, and not only became Red Bull. The cheap alternative version of, has also sat on the market’s second place as hoped.

The rapid development of Dongpeng Beverages is inseparable from the trend of energy drinks in the world. Since the huge success of Monster Beverages in the United States in 2002, energy drinks have become popular in Europe and the United States and swept across Asia.

According to the Pacific Securities Research Report, between 2014 and 2019, the size of my country’s functional beverage market increased by 125%, from 58 billion yuan to 111.9 billion yuan, becoming the third largest beverage market in the beverage industry.

Among them, Red Bull steadily ranks first with a market share of 57%, Dongpeng Special Drinks occupies 15% of the market share, and Lehu occupies 10% of the market. The development potential of the entire market is very considerable, and the gross profit margin of energy drinks is relatively high. .

However, the original low-price strategy also laid hidden dangers for Dongpeng Special Drinks, which not only failed to test the high-end market, but also exposed the problem of too single category.

In 2017, Dongpeng Special Drinks tried high-end products and launched 250ML gold cans, priced at 3.6 yuan, and wanted to enter the high-end market, but its own 500ML plastic bottle version became the biggest obstacle, and it has been reduced to 2.3 yuan per can. .

According to data from its prospectus, Dongpeng Special Drink’s revenue in the first quarter of 2021 was 1.711 billion yuan, a year-on-year increase of 83.37%, and its net profit was 342 million yuan, a year-on-year increase of 122.52%. This performance growth is precisely dependent on Dongpeng Specialty. The sales volume of 500ml gold bottles.

At the same time, the sales of other beverage categories under Dongpeng Beverage are relatively poor. From 2018 to 2020, the performance of Dongpeng Beverage’s functional beverages has increased year by year, respectively 2.886 billion yuan, 4.003 billion yuan, and 4.655 billion yuan. Yuan, which accounts for more than 90% of the company’s total revenue annually.

Although the strength of Red Bull is very different, many investors believe that Dongpeng Beverage has gradually widened the distance from the third and fourth competitors, and has established a brand moat. In addition, energy drinks still maintain high market demand. The growth rate, which has also led to the continuous speculation of Dongpeng Beverage’s share price.

In the most popular era of Nokia and Motorola, mobile phones costing thousands of dollars at every turn made many shy friends only have an eye addiction. At that time, everyone’s income was generally not high. These copycat manufacturers just watched. When this business opportunity is reached, a series of high imitation mobile phones have been launched, as well as some very characteristic cheap mobile phones, which are very popular in the domestic market. Among them, the help of one company is very critical, and that is MediaTek. Everyone knows that MediaTek has never been able to hit the high-end, but it is a king in the low-end market. These small mobile phone manufacturers are on this thigh. , And MediaTek also needs their help to expand the market. The copycat factory requests and MediaTek produces technology. This perfect cooperation method makes them full of profits!

But the good times are not long. How can these mobile phone giants let go of such a profitable business? The era of smart phones has developed from China Kulian to Huami OV. Domestic mobile phone manufacturers have quickly occupied the middle and low-end market, and the market for copycats has been compressed. Unable to survive, in desperation, they had no choice but to go abroad and march into some underdeveloped countries. At that time, they were catching up with the launch of the Aliyun OS operating system. They wanted to hit the market. They hit it off with a lot of copycat mobile phone manufacturers. Backed by the backing, copycat mobile phones ushered in the second spring. But after all, the arm couldn’t twist the thigh. Under the impact of Huami OV, the copycat mobile phone quickly disappeared from our sight.

In 2019, Huawei was forced to launch its self-developed Hongmeng operating system. On June 2, 2021, the Hongmeng operating system was officially released. The first barrier in front is the number of users, which also determines the life and death of Hongmeng. Fortunately, at the beginning of the release, Huawei stated that it will be open sourced to the outside world, which means that any mobile phone brand can use it, including those cottage mobile phone manufacturers that are struggling. Since Hongmeng is the main Internet of Everything, this also means these. Counterfeit manufacturers can not only produce mobile phones, including computers, tablets, watches, and even home appliances such as air conditioners and refrigerators, which can be equipped with the Hongmeng system, and Hongmeng is not inferior to Android in use.

The popularity of Hongmeng has been very high since its release. If these counterfeit mobile phone manufacturers are equipped with the Hongmeng operating system, it will be beneficial to both of them. Hongmeng needs the market share brought by the counterfeit mobile phones, and the counterfeit mobile phones also need the popularity of Hongmeng. For Android, although Hongmeng’s application market does not have many suitable software, there are also basic commonly used software, and the Android software is a bit too bloated. In fact, the experience of many software is not very good, and the copycat mobile phone is definitely Those high-end chips are not available, so the performance limits the experience of copycat mobile phones. The software of Hongmeng operating system is much more concise than that of Android, the memory usage is also smaller, the running speed is faster and smoother, and it is very It is rare to clear the background, which is undoubtedly more suitable for copycat phones with lower configuration.

Okay, let’s stop here today. Friends are welcome to leave a message in the comment area below, express your opinions, and we will communicate together, remember not to forget to like, follow and comment. Thank you here in advance!

EU authority More Piracy in the pandemic

As of: June 8th, 2021 9:10 a.m.

Counterfeit clothing, electronics, cosmetics: According to the EU, product piracy has increased during the pandemic. Recently, counterfeits have been causing problems, especially in the medical field. From Oliver Neuroth, ARD studio Madrid The pandemic has created a huge new market, says Paul Maier, director of the European Observatory on Intellectual Property Infringements. The market for personal corona protective equipment: masks, rapid tests, disinfectants. “We were in a situation in which the industry was not immediately able to create these products in the volume that was necessary for the market. The counterfeiters are incredibly fast.” Just a few days after the lack of good protective masks became apparent last spring, there were tons of offers from China. However, these products, which at first glance appeared to be suitable, turned out to be unusable shortly afterwards because they did not comply with European guidelines. “These people are not the kind of ‘easy criminals’ who are not very dangerous. They belong to the very worst. That also explains why these people were able to react so quickly and in such an organized manner,” says Maier.

Plagiarism worth 120 billion euros

The most common counterfeits include electronics, clothing, toys and cosmetics. In the past year, plagiarism made up almost seven percent of all imports into the EU; it involves goods worth more than 120 billion euros. A good three quarters of the counterfeits came from China. The pandemic also made it easier for product pirates to use their distribution channels, says Maier from the EU Intellectual Property Office. Online retail has been booming for more than a year, with fewer people shopping in stores. “When you hold a fake in your hand, you usually notice straight away: ‘That can’t be the quality I know!’ You don’t see that on the Internet because the counterfeit sellers use the real photographs, “explains Maier. The original product is shown, but a plagiarism is then sent.

Every third person had doubts about the authenticity of a product

Every third consumer in Europe had, according to one study of the EU Office for Intellectual Property when shopping online, doubts whether it is an original or a fake. One in ten says that they have accidentally bought a plagiarism. The expert of the EU authority recommends consumers to buy online only in “Trusted Shops” if possible. And to check that the website has an “https” address, which is considered more secure than the classic “http” pages. Maier also advises buying drugs only from licensed internet pharmacies and never from other sites. Because the network is full of counterfeit medicines. Ingestion can be dangerous. “There is nothing easier to imitate than a pill. You can squeeze it yourself – what is in it, of course, is important. And no consumer can see that.” Counterfeit drugs either contained no active ingredient at all, an incorrectly dosed or even toxic substance.

“Endless Fight”

Finding out who is responsible for plagiarism is extremely difficult, says the expert. “It’s probably a never-ending fight. But you have to fight it.” The EU wants to take more decisive action against product piracy. A few days ago, the Council of Ministers made the fight against organized crime a priority for the next few years. Above all, it is about Internet crime, which also includes counterfeit products.

China National Radio, Guiyang, April 23 (Reporter He Yuanzhu) On April 23, 16 provinces, autonomous regions, and municipalities across the country jointly launched the “Protection of Intellectual Property Rights against Infringement and Counterfeiting”-the unified destruction of infringing, counterfeit and shoddy goods. On the same day, Guizhou Province held the launching ceremony of the Guizhou branch of the Centralized Destruction of Infringing, Counterfeit and Inferior Products in Guiyang City.

In this destruction activity, Guizhou Province destroyed a total of 143 tons of infringing and counterfeit goods such as liquor and packaging and printed matter, seeds, food, medicine, electrical products, auto parts and daily necessities, with a value of about 70 million yuan, of which a total of 257,983 infringing and counterfeiting liquor Bottles, 235,668 sets/piece of infringing and counterfeit packaging and decoration printed matter.

Statistics show that in 2020, administrative law enforcement agencies at all levels in Guizhou Province have filed a total of 6,020 cases of infringement and counterfeiting, involving a value of 24.068 million yuan. The number of cases investigated has increased significantly compared with previous years; public security organs at all levels in Guizhou Province have uncovered infringement and counterfeiting cases 349 cases, 427 criminal suspects were arrested, and the amount involved was 100 million yuan; the vital interests of intellectual property rights holders and the people were effectively protected, the market environment was purified, the market order was regulated, and the Guizhou judiciary’s efforts to combat infringement and counterfeiting were more effective.

Through the destruction activities, the decision and deployment of the Party Central Committee and the State Council on comprehensively strengthening the protection of intellectual property rights and cracking down on illegal activities in the production and sale of counterfeit and shoddy goods was further promoted, reflecting the determination of the Guizhou Provincial Party Committee and the government to crack down on the infringement of intellectual property rights and the production and sale of counterfeit and shoddy goods The determination greatly deterred infringement and counterfeiting.