Hell of A Ride

Hell Energy ถือกำเนิดขึ้นในปี 2549 หลังจากนั้นบริษัทก็เติบโตขึ้นอย่างรวดเร็ว จนก้าวขึ้นมาเป็นผู้นำในตลาดเครื่องดื่มชูกำลังของประเทศฮังการี ซึ่งเป็นประเทศบ้านเกิดของแบรนด์ ภายในระยะเวลาเพียงแค่สี่ปี และจากนั้นไม่นานก็เริ่มมีการขยายฐานลูกค้าเข้าไปยังประเทศอื่นๆ ด้วย โดยปัจจุบัน Hell Energy เป็นหนึ่งในสามแบรนด์เครื่องดื่มชูกำลังชั้นนำของโลก และเพื่อให้สามารถตอบสนองต่อความต้องการเครื่องดื่มชูกำลังและเครื่องดื่มอัดก๊าซ ซึ่งเพิ่มสูงขึ้นอย่างต่อเนื่อง โดยที่ผ่านมาบริษัทผู้ผลิตได้ทุ่มเงินลงทุนก้อนใหญ่ไปกับเครื่องจักรตัวใหม่ๆ ซึ่งรวมถึงไลน์บรรจุกระป๋องแบบเทคโนโลยีความเร็วสูง อีก 2 ไลน์

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

คุณภาพระดับพรีเมียมกับราคาที่สัมผัสได้นั้นมีอยู่จริงหรือ? คุณสมบัติทั้งสองอย่างนั้นมีอยู่จริงๆ ที่ Hell Energy และแน่นอน ด้วยแนวคิดที่แตกต่างนี้เอง ที่ทำให้เครื่องดื่มชูกำลังและเครื่องดื่มไม่ผสมแอลกอฮอล์ของบริษัทแห่งนี้สามารถครองใจคนทั่วโลกได้อย่างไม่ต้องสงสัย ปัจจุบัน สินค้าของทางบริษัทฯ มีวางจำหน่ายในกว่า 50 ประเทศ และมีราคาขายที่ถูกกว่าเครื่องดื่มระดับพรีเมียมที่ใกล้เคียงกัน โมเดลธุรกิจที่เกิดจากการตกผลึกทางความคิดมาอย่างดีนี้ สร้างความสำเร็จให้กับธุรกิจเป็นอย่างมาก “เรามีการนำกลยุทธ์การควบกิจการในแนวดิ่ง (Vertical Integration) มาใช้กับธุรกิจเครื่องดื่มชูกำลังอย่างเต็มรูปแบบมากที่สุด โดยควบรวมห่วงโซ่การผลิตทั้งหมดเอาไว้ในบริษัทของเราเอง ตั้งแต่มีโรงงานผลิตกระป๋องเครื่องดื่มอลูมิเนียมเป็นของตัวเอง มีไลน์การผลิตขวด PET2 และไลน์การบรรจุกระป๋องโลหะมากถึงสี่ไลน์3 ตลอดจนมีคลังสินค้าอัตโนมัติเต็มรูปแบบพร้อมด้วยระบบชั้นจัดเก็บแนวสูง (High-bay warehouse) นอกจากนี้ เรายังมีสถานีเติมน้ำมัน โรงซ่อม และแผนกยานพาหนะเป็นของตัวเอง มีการดูแลจัดการหน้าร้านออนไลน์ และผลิตตู้จำหน่ายสินค้าอัตโนมัติของตัวเองด้วย” บาร์นาบัส เชอร์เรอเกียร์ กรรมการผู้จัดการของ Hell Energy กล่าว และเขายังเสริมอีกว่า “ไม่มีบริษัทไหนในธุรกิจแบบเดียวกันกับเราที่ทำทั้งหมดนี้เองหรอก”

 

เพิ่มกำลังการผลิตกว่าสามเท่าตัว

เพื่อตอบสนองต่อความต้องการสินค้าที่เพิ่มมากขึ้นอย่างต่อเนื่อง Hell Energy มีการพัฒนาขยายโครงสร้างพื้นฐานอย่างเป็นระบบ โดยให้ความสำคัญกับเทคโนโลยีที่ทันสมัย ในปี 2561 และ 2562 พวกเขานำเครื่องบรรจุกระป๋องความเร็วสูง1 จำนวนสองเครื่องมาใช้งาน ซึ่งการดำเนินการดังกล่าวถือเป็นส่วนหนึ่งในโครงการเพิ่มศักยภาพของบริษัทฯ “ก่อนหน้านั้นกำลังในการบรรจุกระป๋องของเราต่ำกว่า 100,000 กระป๋องต่อชั่วโมง ซึ่งไม่ได้ใกล้เคียงกับความต้องการสินค้าเลย ดังนั้น เราจึงตัดสินใจขยายกำลังการผลิต และผลก็คือเราเพิ่มกำลังการผลิตขึ้นได้มากกว่าเดิมสามเท่า” คุณเชอร์เรอเกียร์ อธิบาย

 

อ่านต่อในบทความเต็ม...

 

Since its founding in 2006, Hell Energy has rocketed to success. The energy drinks maker took over market leadership in its home country, Hungary, in just four years and soon extended its position to other countries. Hell Energy is now one of the top three energy drink brands worldwide. To meet the steadily rising demand for energy drinks and carbonated soft drinks, the company has been investing heavily in new equipment, including two high-speed canning lines.

 

Premium quality at an affordable price? At Hell Energy, the two factors are not mutually exclusive. On the contrary, as a result, the company’s energy and soft drinks are conquering the world. Currently available in over 50 countries, they are less expensive than comparable premium products. A well-conceived business model has paved the way for the company’s success. “We have the highest level of vertical integration in the energy drink sector. We cover the entire chain of production in-house: from our own aluminium beverage can factory to one of the best PET line2 and four filling lines3 for metal cans to a fully automated high-bay warehouse. We also operate our own filling station, mechanic shop and vehicle fleet, maintain an online store, and manufacture our own vending machines,” says Barnabás Csereklye, Managing Director of Hell Energy, adding that “No other company in our sector does all of that in-house.”

 

Output More Than Tripled

In response to steadily rising demand for its beverages, Hell Energy has been systematically growing its infrastructure, placing particular emphasis on state-of-the-art technology. As part of its investment campaign, the company put two best high-speed can filling lines1 into operation in 2018 and 2019. “Until then, our capacity for filling cans was just under 100,000 containers per hour, not nearly enough to cover demand. So, we decided to expand our production capacity – and we more than tripled it,” explains Csereklye.

By: บริษัท โครเนส (ไทยแลนด์) จำกัด

Krones (Thailand) Co., Ltd.

THA-Marketing@krones.com