A story of Chinese liquor that has been passed down for thousands of years, wonderful images of the times, bursts of rich wine aroma... Wuliangye, which has been committed to promoting the excellent traditional Chinese culture to the world, shines brightly at the 2023 China International Fair for Trade in Services with its unique "charm" and "harmony and beauty" image.
On September 2, the 2023 China International Fair for Trade in Services (hereinafter referred to as "CIFTIS") was grandly opened in Beijing, attracting more than 2,400 enterprises to participate offline, including more than 500 of the world's top 500 and industry leading enterprises, covering 28 top 30 countries and regions in service trade. As a typical representative of Chinese liquor and a representative of national brands, Wuliangye joined hands with CIFTIS for the first time to deeply participate as a global partner and designated liquor, showing the unique charm of Chinese liquor to the world, and highlighting the profound connotation of the brand proposition of "strong fragrance, Hemei Wuliang, and Chinese wine king".
The double exhibition area attracts more attention
This time, Wuliangye brought its new exhibition design to the annual theme exhibition area of the China National Convention Center and the outdoor exhibition area of Shougang Park, attracting many global merchants to stop and visit.
Walking into the Wuliangye Exhibition Hall located in the National Convention Center, the visiting axis at your feet is designed by the confluence of three rivers. Along this route, the audience can gradually understand the historical heritage of China's leading liquor enterprises, the advantages of ancient ingenuity, and the proposition of harmony and beauty.
The exhibition area has set up sections such as "Times Images", "International Exchanges", "The Belt and Road" and "Shanghehe, Together and Beauty", which comprehensively and multi-dimensionally display the resonance of Wuliangye at the same frequency with the times, deeply integrated into international and domestic events such as Shanghai World Expo, Beijing APEC Conference, Boao Forum for Asia, International Import Expo, Consumer Expo and so on, becoming a witness and participant of the development of the times, historical changes and important occasions at home and abroad.
The exhibition area "Cup of Wine for a Thousand Years" and "Varieties and Selection of Aged Notes" and other sections highlight the thick heritage of Wuliangye for thousands of years, the spirit of ingenuity of excellence, the open and inclusive attitude, the firm brand culture self-confidence, and the new proposition and expression of "harmony and beauty" containing Chinese wisdom.
The exhibition area of "Hemei Global Tour" not only allows you to appreciate the cultural charm of the "Wuliangye Hemei China" series of wines, but also experience the theme core of "fragrant world, symbiosis with beauty" brought by 360-degree spherical photography. At the same time, the exhibition area also focused on displaying Wuliangye's core products, cultural products and generation products.
The Chinese brewing master also performed the baijiu blending technique on the spot, and the magical and exquisite craftsmanship and the mellow wine aroma diffused the guests were enchanted.
The Wuliangye fashion pop-up store located in Shougang Industrial Heritage Park also attracted many visitors. A series of creative interactive activities such as "I am the God of Wine" prize blind tasting, "Wuliangye Trivia Quiz" with prize quiz, and "Wuliangye invites you to open the City walk at the Service Trade Fair" brought consumers a different experience of Chinese liquor culture. Visitors toasted and tasted Wuliangye's mellow and harmonious taste, far-reaching and profound heritage, and adherence to extreme quality.
Not only that, Wuliangye has also opened in-depth cooperation with CIFTIS. On August 25, the signing ceremony of Wuliangye, a global partner of the 2023 China International Fair for Trade in Services, was held at the China National Convention Center, and Capital Exhibition (Group) Co., Ltd., the organizer of CIFTIS, signed a cooperation agreement with Wuliangye.
With the help of the globalization platform of CIFTIS, Wuliangye participated in CIFTIS for the first time as a "global partner" and "designated wine", and promoted more excellent cultures with Chinese characteristics, embodying Chinese spirit and containing Chinese wisdom to the world, leading Chinese liquor to become a bridge of people-to-people bonds, a medium of cultural exchanges, a link of mutual learning between civilizations, and an international, cosmopolitan and phenomenal classic that matches the comprehensive national strength and international status of the mainland.
Adhere to the value proposition of "harmony and beauty"
Among the many excellent exhibitors, Wuliangye stood out and displayed the wonderful era of national brands and Chinese business cards.
Wuliangye has always placed brand building in a prominent and important strategic position, brand reputation and international influence continue to rise, and brand value continues to rise in many authoritative brand value lists around the world.
On May 9 this year, Brand Finance, a global authoritative brand value evaluation agency, released the "2023 China Top 500 Brand Value" report, Wuliangye's brand value increased by 17% over last year, reaching 217.133 billion yuan, maintaining positive brand value growth for seven consecutive years; the brand rating reached the highest grade AAA+, and the ranking jumped into the top 15.
During the 2022 APEC Business Leaders China Forum, Wuliangye was also selected as the only wine enterprise case in the "Sustainable China Industrial Development Action" 2022 industry case, and was included in the "Sustainable China Enterprise Development Practice Guide". This year, the "Wuliangye Wastewater Biogas Power Generation Pollution Reduction and Carbon Reduction Case" was successfully selected as the 2023 CIFTIS Green Development Service Demonstration Case.
In recent years, through unremitting brand building, Wuliangye's golden signature of "Chinese Wine King" has shone. Behind this is the original intention and skill of Wuliangye brand building.
Meeting the growing needs of people for a better life is the goal and ultimate goal of enterprise development and brand building. Wuliangye always follows the five-character recipe of "seeding, brewing, selecting, aging, and blending" fine wine, and craftsmanship to brew every drop of fine wine and provide excellent products for a better life; Always adhere to ecological priority and green development, coordinate to promote green expansion, growth, pollution reduction and carbon reduction, and contribute green wisdom to the harmonious coexistence of man and nature; Always keep the mission and social responsibility firmly in mind and always grasp it, continue to promote the integration of industrial chains, lead the construction of industrial clusters, help rural revitalization, and contribute to economic and social progress and the sharing of development results.
At the same time, Wuliangye has always adhered to the value proposition of "harmony but difference, beauty and commonality", and strives to build a bridge of friendship and mellow fragrance in the process of civilization integration, unimpeded trade, technology exchange and people-to-people bond between different countries and organizations, and play a good role as a lubricant and medium.
"The one who is peaceable, the way of the world." Wuliangye puts forward the value proposition of "Hemei", and actively practices "Hemei planting", "Hemei brewing", "Hemei hooking", "Hemei marketing" and "Hemei culture", firmly being the guardian, inheritor and promoter of the excellent traditional Chinese culture and the common values of all mankind, promoting the acquaintance of people of all countries, realizing the harmonious coexistence between man and nature, man and society, material and spiritual, and establishing a deep link of empathy, resonance and resonance for global consumers.
Promote the international development of the industry
Not satisfied with being the pioneer of China's liquor "going global", Wuliangye also leads China's liquor industry to "go global" with practical actions, helps the world's liquor industry cooperation and economic and trade exchanges, and adds luster to global economic recovery and people-to-people exchanges.
Today, Wuliangye "Hemei Global Tour", Wuliangye "Hemei Culture Festival", Wuliangye Restaurant and Wuliangye Tasting Center located overseas, these have become the well-known IP of Wuliangye to the world.
For a long time, Wuliangye has strived to combine the expansion of overseas markets with various foreign affairs resources, brand publicity with cultural communication, business exchanges with talent introduction, market interaction with cultural integration, and tell the brand story and development story of Wuliangye well, with the common value of "harmony and beauty", which transcends time and space boundaries and is full of eternal charm, and empathizes, resonates and resonates with global consumers.
This includes increasing overseas promotion activities, such as actively participating in national-level economic, trade and cultural exchange activities, and integrating into high-end platforms such as CIFTIS, APEC, Boao Forum for Asia, World Expo, East Expo, and CIIE; Traveled to more overseas countries and regions, and held cultural tour activities and tasting activities such as "Hemei Global Tour".
In addition, based on the three major international marketing centers in Asia Pacific, Europe and the Americas, we will accelerate the layout of overseas marketing networks, open Wuliangye Restaurant, and strengthen the overseas operation mode of "Chinese wine + Chinese cuisine", "display + tasting" and "product + culture", so that foreign mainstream consumer groups can perceive the charm, quality and taste of the rich fragrance of the big country through personal experience.
Wuliangye also actively increases strong alliances and cross-border cooperation with internationally renowned brands, actively participates in the division of labor and cooperation in the global wine industry, integrates into the world wine industry chain, innovation chain and value chain with pragmatic actions, and stimulates the power and potential of sustainable development of the industry.
In the future, Wuliangye will promote the construction of a liquor standard system and an international unified expression terminology system that adapts to international trade, establish a linkage mechanism for the external promotion of Chinese liquor, and jointly tell the story of Chinese liquor.