TCP Group attends the International Forum on Quality Life at the 5th CIIE to Promote the High-Quality Upgrade of China's Food & Beverage Industry
On November 7, 2022, the 3rd International Forum on Quality Life of the 5th China International Import Expo (CIIE) was held in Shanghai. The forum was hosted by the China General Chamber of Commerce, the Shanghai Commercial Association, the TCP Group, and was organized by the Luxury Committee of the China General Chamber of Commerce (CGCC). Policy research experts, industry experts and well-known entrepreneurs were in attendance and engaged in in-depth discussions concerning the designated theme of the "New Economy: Consumption Upgrading and Quality Life". At the Forum, Zhang Zhigang, former Vice Minister of the Ministry of Commerce and former President of the CGCC, and Zhang Yansheng, Chief Researcher of the China Center for International Economic Exchanges, delivered keynote speeches addressing the subjects of quality life and high-quality development. TCP Group, the leading food and beverage company in Thailand and the inventors and global owners of the Red Bull brand, were also in attendance at the event. The President of TCP China, Mr. Supachai Junkeiat, shared his expert views on this matter.
At present, people in China have increasingly diverse demands for a what they consider to be a “better life”, and demand for higher quality products has likewise increasingly become the norm. In this context, it has become an inherent requirement for enterprises in the Chinese market to better meet the growing demand for upgraded consumption preferences, a manifestation of the Chinese market’s pursuit of products and services representing a “better life”.
Mr. Supachai Junkeiat, President of TCP China, said in his keynote speech: “TCP’s developing strategy and practices demonstrate that enterprises need to be ‘fulfilling’, ‘growing’ and ‘caring’ to help foster high-quality living. ‘Fulfilling’ refers to understanding the needs of consumers and meeting those needs with diversified products through continuous product development and innovation. TCP Group also focuses on a ‘growing’-oriented strategy, as it strives to create a win-win ecosystem for business partners, promote the common development of upstream and downstream industries, and boost the high-quality development of the entire food and beverage industry. As a ‘caring’ company, TCP Group strongly prioritizes its corporate social responsibility, seeking to give back to the local community, and to inject energy into the sustainable development of the world. TCP Group will remain committed to the strategy of ‘In China, for China’, continuing to increase investment in China, and contributing to the sustainable development of China's economy.
Fostering high-quality lifestyles through focusing on consumers’ needs
The International Forum on Quality Life has become an important platform at the CIIE to discuss the trend of high-quality consumption and brand development. This year marks the fourth consecutive year of TCP Group’s participation at the CIIE, as well as the second consecutive year of TCP Group’s attendance at the International Forum on Quality Life. In order to gain better insights into consumer demand, during the CIIE last year, TCP Group conducted product research on consumer preferences through offering samples for taste testing at its booth, with the intention to better meet the demands of Chinese consumers for healthier, high-quality and diversified products, and to continuously contribute towards China’s health-related goals.
At this year’s CIIE, TCP Group launched its first zero-sugar fruit-flavored Red Bull ® Vitamin Energy Drink, in line with its commitment to introduce more high-quality products. Mr. Supachai Junkeiat said: “With ‘Energizing a Better World for All’ as our purpose, TCP Group is constantly creating new consumptive paradigms. This new Red Bull product is very much in line with the lifestyle of Chinese consumers, who are adventurous and unafraid to chase their dreams. Backed by in-depth industry insight, well-developed products and good market acceptance, TCP Group continues to promote high-quality consumption in China's beverage industry.”
Promoting high-quality development with ongoing commitment to the China market
This year, TCP Group’s new Red Bull Drink (Sichuan) Production Base was officially launched, a momentous milestone since Mr. Chaleo Yoovidhya, the company’s founder and the inventor of Red Bull, first introduced Red Bull to China by establishing Hainan Red Bull Energy Drink Co. Ltd. in 1993. During the past 29 years, TCP Group has always adhered to the principle of "in China, for China".
China has always been at the front and center of our ambitions to become a global “House of Great Brands”, and now China has been the most important overseas investment market for TCP Group. In March this year, the Red Bull Drink (Sichuan) Production Base with a total investment of RMB 2 billion was officially launched in Neijiang. This project marks a significant expansion of TCP Group’s investment in China. The production base has a total planned land area of about 400 mu and an annual production capacity of 1.44 billion. It will greatly support the high-quality development of the food and beverage industry.
The CIIE serves as an important platform for China to become a trade powerhouse and showcases great opportunities in China's huge market. The International Forum on Quality Life has become an important platform at the CIIE to discuss the evolving trend of high-quality consumption and brand development. TCP Group remains confident in the Chinese market and will take this opportunity to bring more high-quality products to consumers through continuous innovation and localization, ultimately energizing a better world for all.
