Atlas
From November 6 to 10, Diageo was unveiled at the China International Import Expo. This time, Diageo brought its three core products in the food and agricultural products exhibition area of the UK Pavilion (booth: 2.2 C5 - 01) for a centralized display, and with this event to demonstrate its long-term efforts to promote high-quality development of the industry and promote cultural integration, as well as its firm commitment to further deepen the Chinese market.
Mark Edwards, General Manager of Diageo China, said: "As one of the first spirits companies to enter the Chinese market, invest and reap great development, we are very honored to participate in the process of high-quality development of China's liquor industry and continuously introduce quality products and establish a cultural exchange platform for this important market. This time, we hope that through the Expo, an open and cooperative international platform, we can actively express Diageo's long-term commitment to creating more value for the Chinese market and its determination to help the high-quality and sustainable development of China's wine industry. ”
Diversified innovation, high-quality development
In the world, Diageo has 6 ocean wine categories, more than 200 high-quality brands, sales network throughout the world a total of 180 countries and regions, in 2019 to achieve a global annual net sales of RMB 100 billion. Focusing on the Chinese market, Diageo has been serving Chinese consumers through a diversified and high-quality product portfolio, and has maintained rapid growth in recent years.
Affected by the upgrading of consumption and the rejuvenation and segmentation of consumer groups, the demand for alcoholic beverages by Chinese consumers is becoming increasingly diversified. As a result, Diageo is committed to tailoring its product portfolio and quality experience to Chinese consumers. Taking the Group's core development category in the Chinese market, whisky, as an example, Diageo has met the consumer needs of different ages and scenes by introducing multi-dimensional attempts ranging from entry-level to luxury collectible whisky and establishing a whisky cultural exchange platform, hoping to let more Chinese consumers understand and fall in love with the flavor of world spirits.
At the Expo, Diageo brought its three major categories of whiskey, gin and liqueur, 6 brands and 15 core products on display, including Johnnie Conega Blue Blended Whisky, Sugden Single Malt Whisky, Tekka Single Malt Whisky, Mooher Single Malt Whisky, Added Gin and Bailey Dessert Wine, which are popular among Chinese liquor consumers.
For the industry, Diageo has always focused on the development strategy of diversified innovation and constantly explored the possibilities of omni-channel development. For the Chinese market, the Group has pioneered retail innovation in the whisky boutique and select store model, channel innovation in strategic cooperation with Tmall and JD.com, and launched a series of digital projects to improve customer management and consumer experience.
Cultural integration, win-win future
Diageo has always been committed to bringing excellent quality foreign liquor products and the long-standing culture behind them to Chinese consumers, and also hopes to bring Chinese liquor culture to the world stage. Diageo promotes the exchange and integration of wine culture between China and the world through four major practice attempts.
First, we will deeply join hands with local liquor brands. Since 2017, Diageo has invested in and twice increased its stake in the Chinese liquor brand Shuijingfang, opening up in-depth cooperation, while supporting the Group's own layout in the global spirits market to support its entry into the international market. Second, help category innovation. Last year, Diageo and Yanghe co., Ltd. customized exclusive whisky flavors for China's taste buds, and launched a new chinese whisky category - ZhongshiJi, hoping to make more consumers willing to understand and fall in love with whisky. Third, promote the spread of whisky culture. Over the years, Diageo has successively launched a number of limited edition products that integrate Chinese cultural heritage, which have won the love of consumers.
In addition, Diageo has also made many years of efforts to promote the international exchange and category development of wine culture. With the increasing investment and attention of Chinese liquor companies in the international spirits category, Diageo has also actively participated in the drafting and revision of relevant policies. The Group hopes to contribute to the high-quality development of China's wine industry by sharing industry standards and mobilizing third-party resources such as the Scotch Whisky Association.
Industry leaders, responsibility first
Diageo has always been committed to promoting talent training and helping the development of industries and channels. As a pioneer of "rational drinking", Diageo continues to carry out "rational drinking" advocacy and education for consumers, such as continuous cooperation with the Shanghai Traffic Police Brigade, and participation in the "National Rational Drinking Week" as a major member of the International Association of Foreign Liquor Producers (FSPA), hoping to let more consumers recognize and practice rational drinking. In addition, Diageo also reached a cooperation agreement with Jingdong Supermarket to promote responsible drinking and rational drinking in the Chinese market, and completed the signing ceremony at the Expo on November 6.
Photo: Gu Weibiao, Director of the Consumer Goods Division of JD Retail Group (left), and Ainhua Mark Edwards, General Manager of Diageo China (right), attend the signing ceremony
At this year's Expo, Diageo also specially set up a "Rational Drinking • Thousand People Relay" 5-day challenge activity. The event aims to promote the correct drinking knowledge to the participants through fun interactive tests, and promote the "Drinking Wisdom" test promoted by Diageo worldwide to further land in China.
Editor-in-Charge: Ren Yuxi