Xinli: seek opportunities in China Olympics – Zhu Xinli, Huiyuan juice – Food In
16 years only one thing 16 years ago, Xinli resign himself to take over the county a failing of the fruit canning factory, and asked people on the factory gates in the wall is made of four characters: "to the world." At that time in people's eyes, this is a joke, a distant fantasy.
1993, the Xinli, has just produced with the golden apple juice concentrate, carrying a pancake in Shandong, a man went to the Food Fair in Munich, Germany. At that time difficulties, language barriers and no money to go abroad to bring translation. However, advanced technology, product quality pass, the sample was quickly brought the Swiss businessman testing, and very satisfied. Show is not over yet, he is a rewarding experience.
Recalled the early days, Zhu Xinli, Huiyuan frankly did not think to have the scale today. Today, he confidently said, "Do not say that Huiyuan is not international as the goal, it already has from the establishment of international patterns." On the "internationalization" of the interpretation, Xinli, and more macro, "to see a business is international, not whether the product market into the international standards, mainly also on the business vision, team and goal. " Huiyuan in terms of equipment, technology, products, or the introduction of talents, are based on the context of international goals.
2007 2 months, Huiyuan Juice Group successfully listed on Hong Kong Stock Exchange, achieved 937-fold excess subscription, opening the first day closing price rose as high as 66%, creating a record number of Hong Kong stock market. Together with the over-allotment option, raising a total of 40 billion.
Listed, France, the United States, the Netherlands, Hong Kong, China 4 entry of investors formed a more diverse board of directors Huiyuan for Huiyuan to bring a higher quality of corporate governance. However, with the expansion of the scale and brand Huiyuan influence enhanced Xinli feel engaged in the cause of the whole of China and international market demand, the potential of view, but more and more negligible.
10 years ago, the country only one doing Huiyuan juice. And now, including Coca-Cola, Pepsi, including internationally known brands have entered China's juice market. And Huiyuan will also begin their own expansion plans this year, intends to invest three billion yuan new eight factories. Zhu Xinli said: "Huiyuan to large international companies with the best development of the market, but also to the consumer choice and more opportunities. We believe that consumers can pick the best products, and Huiyuan are confident both the quality, safety, taste or price, we are most competitive. Moreover, competition shows industry is mature, we do together will be bigger markets. So I told our staff that the Huiyuan juice now close to 50% of the market rate was not a big deal, the most important thing is we need to increase the share of 50% of our 'component'. "
Give more people the chance to see Olympic Games
"From the first phase of Olympic ticket booking, we will mobilize the whole group of employees in the online ordering Olympic tickets, and then we will subscribe to some of the Huiyuan tickets as prizes back to the consumer." Zhu Xinli, in an interview said he hopes that more people live to experience the essence of the spirit of the Olympic movement. Zhu Xinli, has revealed that this year will launch new products Huiyuan, the product will be suitable for sport class crowd.
Not difficult to see the face of increasing competition in the domestic fruit juice market, Huiyuan brand marketing strategy has also quietly changing. Huiyuan strategic cooperation with MTV, the spokesman of the image of the Yuan Quan, king of fruit singular voice, "promise more than three," Wang Baoqiang to promote … … more noteworthy is that in sports marketing, Huiyuan began to increase the depth of cooperation with the sporting events.
Last year, Huiyuan Juice became the first America's Cup sponsored by Chinese companies, and together the "China Team" for the first time the United States Yacht Race set off into the high-end event. America's Cup in 156 years in history, the Chinese first team up for competition, demonstrating outside the Chinese people's mental outlook. Zhu Xinli said that in foreign countries can participate in the event received a lot of foreign fleets of large enterprises well-known sponsor, if "Team China" is sponsored by the foreigners is the fly in the ointment.
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