L in Muqin is the chairman and CEO of Eastroc Beverage, the company behind "Eastroc Super Drink," one of China's most popular energy drinks. He started his career as a technician at a state-owned factory before joining Eastroc in 1997. When the state-owned enterprise was privatized in the early 2000s, Lin reportedly used his savings to acquire it, transforming the struggling beverage maker into a private powerhouse.
He focused on the energy drink segment, competing directly with Red Bull by offering a more affordable product with aggressive marketing. Under his leadership, Eastroc expanded nationwide and went public on the Shanghai Stock Exchange in 2021. Lin's strategy of targeting blue-collar workers and drivers with "energy boosts" has made Eastroc a ubiquitous brand in China.
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Lin Muqin is a Chinese businessman, the chairman and CEO of Shanghai-listed energy drinks maker Eastroc Beverage (SHA: 605499).
The mogul started out as a technician at a state-owned construction firm and later found a job at a Shenzhen-based beverage company. In 1997, he joined Eastroc (then a state-run beverage business) as its vice president. He reportedly scraped together more than 4 million yuan ($570,000) to acquire that firm in the early 2000s.
Lin Muqin’s career is defined by his successful transition from public sector employment to entrepreneurial ownership and market dominance. After acquiring the state-run Eastroc, he strategically focused on making energy drinks, competing by offering products at cheaper prices.
His structural achievement is building Eastroc into China's largest energy drinks maker by sales volume. Eastroc has since diversified into other market segments including coffee and tea-based beverages.
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Worked as a technician at a state-owned construction firm.
Joined Eastroc (then state-run) as its vice president.
Acquired Eastroc for over 4 million yuan.
Continues as Chairman and CEO.
Lin Muqin's wealth is concentrated in his controlling stake and continued executive leadership of the publicly traded beverage giant, Eastroc Beverage.
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+0.51% | +$5.86M
-0.34% | -$6.50M
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