Brand Marketing
Dongpeng Te Yin, after years of operation, seeks to rise amid the chaos, but still has shortcomings in channels and brand
In the 1990s, Red Bull entered the Chinese market and began to spread the concept of 'energy drinks'. Since then, Red Bull has dominated the energy drink market in China. According to a 2017 research report by Essence Securities, Red Bull continues to lead the industry with an absolute advantage in market share. However, in 2016, a conflict broke out between Thai Tencel and China Huabin Group over the Red Bull trademark license, and the trademark dispute remains unresolved, providing opportunities for other companies and brands in the industry. In recent years, Dongpeng Te Yin has been making continuous efforts in the market. According to Jiahua Weiye Capital, an investor in Dongpeng Te Yin, the company currently holds a market share of 10.19%, closely following Red Bull. So, can the 'market runner-up' seize the opportunity to overtake?
陈祺欣