Foreign Enterprises Look at China | Dialogue with Tiens Group CEO Xu Xinxiong: Firm Determination to Deepen Long-term Commitment in China

Why is the Chinese market a stabilizer for Tins Global Strategy?

China is not just a market; it’s like fertile soil—if you plant deep enough, it will keep growing. This visit has strengthened our long-term commitment to deepening our presence here, said Tins Group CEO Xu Xinxiong during the China Development High-Level Forum 2026 Annual Conference in an exclusive interview with China News Service.

Tins Group is a major food and beverage company in Thailand, covering six categories including energy drinks, electrolyte drinks, functional beverages, ready-to-drink tea and juice, and snacks. It owns 13 brands and over 30 product lines, including Red Bull.

This year, the Chinese government’s work report proposed multiple measures, including deepening reforms to promote foreign investment, implementing a new catalog encouraging foreign investment, promoting reinvestment of foreign capital, and expanding localized production.

As a foreign executive attending the conference for two consecutive years, Xu Xinxiong said that China’s series of initiatives to “expand high-level opening-up” have brought stable institutional expectations, a fair market environment, and continuously improved investment convenience for companies.

“Faced with global economic and trade uncertainties, the Chinese market is not only a growth engine for Tins Group but also an indispensable ‘stabilizer’ in our global layout,” said Xu Xinxiong.

He mentioned that during the 14th Five-Year Plan period, Tins Group invested over 4.36 billion yuan in China, with major bases in Sichuan and Guangxi coming into operation, which reflects ongoing trust and increased investment in China.

This year, China will continue to focus on expanding domestic demand. Regarding how to seize opportunities in the Chinese market during the 15th Five-Year Plan, Xu Xinxiong said that four attractive growth tracks are consumer upgrading and health industries, intelligent manufacturing and green transformation, supply chain collaborative innovation, and scenario-based innovation integration.

Xu Xinxiong explained that in line with China’s high-end and intelligent manufacturing development, Tins Group has continued to increase investment in its Chinese production bases. The Sichuan and Guangxi Red Bull factories are built according to Industry 4.0 smart factory standards, equipped with high-speed fully automated production lines, enabling intelligent management of production, warehousing, and logistics, and promoting a shift from “manufacturing” to “intelligent manufacturing.”

Currently, consumer upgrading, scene renewal, national trends, and quality improvement are prominent trends in China’s consumer market. “In the future, we will leverage our R&D center in China, combined with the development trend of China’s health industry, to continue exploring functional drinks and health foods, ensuring product innovation stays at the forefront of consumer upgrading,” Xu Xinxiong said.

Additionally, Xu Xinxiong noted that urbanization-driven consumption upgrades will accelerate penetration into emerging cities and rural areas, reaching a broader consumer base and creating dual growth opportunities in quality consumption and sinking markets.

“The ‘14th Five-Year’ plan provides important guidance for companies to further deepen their roots in China,” Xu Xinxiong concluded. Tins Group will serve Chinese consumers’ aspirations for a better life with a richer product matrix and innovative integrated consumption scenarios, growing together with the Chinese market. (China News Service)

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