Walk into the thousand-year-old wine capital and go to the appointment of Guyu. On April 19th, sponsored by the China Liquor Industry Association and undertaken by Yanghe Co., Ltd., the "Dancing with the World and Setting Off to the Dream" China Liquor Culture Overseas Forum and the 9th China Liquor Capital (Suqian) Guyu Forum were held in Suqian, the liquor capital. Liquor industry experts, entrepreneur representatives and other guests at home and abroad gathered together to appreciate the beauty of Suqian, the liquor capital, taste the mellow aroma of the liquor capital, and explore a new path for liquor to go overseas.
Based on China's wine capital, focus on the world's oceans
As the vane of China's liquor industry, the annual Guyu Forum not only demonstrates the spiritual strength and value of Suqian, the capital of liquor, but also brings new ideas for the future development of China's famous liquor. This year, from the 2024 China (Suqian) Baijiu Capital Cultural Tourism Festival to the "Dancing with the World and Starting from the Dream" China Baijiu Culture Going to Sea Guyu Forum, the liquor capital Suqian and Yanghe have built a stage of "Dream Connecting the World", so that the international development ambition of the integration of the liquor city and the dream of the times of Yanghe will complement each other.
In his opening speech, Chen Zhongwei, Secretary of the Suqian Municipal Party Committee, introduced Suqian from four dimensions, he said that the spring of Suqian is a picture scroll of beautiful scenery, the tolerance of all rivers, the endless vitality, and the hot land of sowing hope.
"Wine is the universal language of the world, and it is also an excellent carrier of Chinese culture to the world. Sun Yi, director of the Foreign Affairs Office and party secretary of the Jiangsu Provincial People's Government, believes that with the help of the east wind of liquor going to sea, Suqian, the liquor capital, spreads Chinese liquor culture and promotes Yanghe liquor to frequently appear in major international conferences such as APEC summit, G20 summit, Shanghai Cooperation summit and Davos Forum, highlighting the international recognition of Suqian as "China's liquor capital" and letting the world feel the unique charm of Chinese liquor.
As the "Liquor Capital of China", Suqian not only has a profound liquor heritage and profound industrial advantages, but also has the brand advantages of the world's three major wetland liquor producing areas and the world's top ten spirits producing areas, as well as the natural ecological environment advantages of "three rivers, two lakes and one wetland", so that this thousand-year-old liquor capital has given birth to two famous Chinese liquors, Yanghe and Shuanggou.
Song Shuyu, chairman of the China Liquor Industry Association, said that the ecological beauty makes the wine more beautiful, the experience is beautiful, the wine is more beautiful, and the cultural beauty makes the wine more beautiful. At present, cultural competition is becoming a more advanced competition in China's wine industry, and only wine culture can drive the wine industry to a better future. It is hoped that Suqian, the wine capital, will further enhance the popularity and influence of Suqian through the dissemination of wine culture, inject new vitality into the development of Suqian wine and tourism integration, and make new contributions to the comprehensive development of the local economy, so that the name of Suqian and the wine culture will be spread all over the world and passed on for thousands of years.
In 2022, Suqian, the wine capital, launched the initiative of establishing the "World Famous Wine Cities Alliance" to the world, and last year, at the opening ceremony of the 2023 China Wine Capital (Suqian) Cultural Tourism Festival and the Guyu Forum, the "World Famous Wine Cities Alliance Three-Year Action Plan" was officially released. In-depth cooperation in many fields such as the integrated development of liquor cities, and in-depth exploration and promotion of the international expression of Chinese liquor brands.
At the opening ceremony, the signing ceremony of "Let the World Understand Chinese Baijiu Culture Action" was officially launched. Yanghe Co., Ltd. has signed contracts with many international organizations such as the British Chinese Chamber of Commerce, the Italian Sommelier Association, the Portuguese-Chinese Tourism Association, the Spanish Overseas Chinese Association, the Belgian Chinese Chamber of Commerce, and the Chamber of Commerce of Overseas Chinese Leaders in the "Belt and Road" countries.
"Ocean" sails out to sea and sets off towards dreams
With the in-depth development of globalization, the influence of Chinese liquor in the international market is increasing, and Chinese liquor brands are experiencing a wave of extraordinary significance "going overseas", and the internationalization of Chinese liquor is also ushering in unprecedented development opportunities.
Zhao Ping, President of the China Council for the Promotion of International Trade Research Institute, analyzed the opportunities and challenges for Chinese brands to go overseas in the context of globalization. She believes that liquor going overseas is just like general consumer goods going overseas, facing many general problems, such as cultural differences, consumption habits, brand awareness, etc. Therefore, the liquor industry can find new opportunities in the tide of digital economy, especially make good use of social platforms to achieve civilized exchanges and mutual learning, so that liquor culture can enter the international market as a typical representative of Chinese culture.
At the forum, Zhang Liandong, Secretary of the Party Committee and Chairman of Yanghe Co., Ltd., delivered a speech with the theme of "Exploring the Broader World of Liquor Industry and Pursuing a Boundless Dream Boundary", outlining the outline of the internationalization of Chinese liquor with the process of Yanghe Liquor. He said that China's liquor going overseas has experienced four "spring rains":
The first "Spring Rain" can be traced back to the period when Zheng He went to the West in the Ming Dynasty, which was the embryonic stage of Chinese baijiu going to sea, and opened the epoch-making journey of Chinese baijiu "facing the ocean and going to the world".
The second "Spring Rain" began in the fifties of the last century, and was promoted by the national level to the international level. During this period, the export of liquor was more of a means of earning foreign exchange, and the main customer group was also overseas Chinese. Due to the limited foreign perception of Chinese liquor at that time, the performance of the international market was not satisfactory;
The third "spring rain" was brewed in the eighties and nineties of the last century, setting off a deep collision and integration between liquor and the world. During this period, it can be said that a small upsurge was formed in the export of Chinese liquor overseas, which laid a solid foundation for further internationalization in the future.
The fourth "spring rain" fluttered in the sky of the new century, injecting new vitality and impetus into the process of internationalization. China's leading liquor companies have stepped up their efforts to go overseas and fully open up the second battlefield, and the competition is unprecedentedly hot.
The era of globalization of Chinese liquor is coming, Zhang Liandong said, "if you don't go to sea, you will be out", "slow out of the sea", Yanghe's choice is not to be a bystander, to be a participant, to be a leader.
"The ocean under the ocean of the ocean", the dream of connecting the world
In recent years, Yanghe has continued to promote cultural exchanges and mutual learning, so that Chinese elements are increasingly integrated into the daily life of people from all over the world. Mianrou wine has gradually become popular with people all over the world, and people from all over the world have also realized the exchange and collision of different civilizations in the toast. Other Chinese liquor companies have also stepped up their overseas strategies, which also confirms that Chinese liquor is in the "best era" when it goes overseas.
Li Haitao, dean of the Yangtze River Business School, said that baijiu going to sea is an important force for the rise of the Chinese nation, and Yanghe Dream Blue contains dream culture and traditional Chinese culture, which has a high degree of recognition in the world.
"Brand going overseas is still the only way for mainland liquor companies to become bigger and stronger, and the international operation of liquor enterprises must forge ahead. Ma Yu, a senior researcher at the Research Institute of the Ministry of Commerce, believes that under the global changes, Chinese liquor companies should choose a more cautious investment strategy, build a positive international business strategy, do a good job in risk prevention, and lay a good foundation in order to better sail to the sea.
The internationalization of Chinese liquor, moving towards a larger world stage and the commanding heights of the world's liquor industry can be said to be a "historical process that will not be reversed". In the face of the opportunities and challenges for Chinese brands to go overseas in the context of globalization, how can Chinese baijiu further break through the barriers and connect with the world?
The internationalization of Chinese liquor, moving towards a larger world stage and the commanding heights of the world liquor industry, can be said to be a "historical process that will not be reversed", Zhang Liandong said that every time liquor goes to sea, it has brought valuable experience and enlightenment to Chinese liquor, and it is necessary to stand in the development direction of the new era of Chinese liquor to show the inclusiveness and broadness of Chinese civilization: first, from "embedded" to "integrated", so that Chinese liquor continues to cross the boundaries of geography and culture, and coexist with the world's liquor culture, and second, from "fashion" to "fashion" The third is to continue to win the favor of Chinese liquor from "flow" to "retention", and the fourth is to continue to unite Chinese liquor from "me" to "we" and write a new chapter of development to go to sea together.
Chinese and foreign experts discussed together and sought a new future
China's liquor is moving towards stable development, but the internationalization of Chinese liquor still needs to be further strengthened.
At the roundtable forum, Li Yong, senior researcher, executive director and deputy director of the expert committee of the China Association of International Trade, Fernando Diaz, director of the Asia-Pacific region of the Chilean Wine Association, Chen Wei, vice president of the external affairs department of Pernod Ricard (China) Trading Co., Ltd., Ge Haifeng, executive director and general manager of Shanghai Guanshengyuan International Trade Co., Ltd., and other leading guests gave a speech on the market background, cultural differences, brand strategy, Analyze from the perspectives of innovation and diversification, and jointly provide advice and guidance for Chinese liquor to go overseas.
Li Yong said that the internationalization of liquor is the only path for the high-quality development of the liquor industry, and at present, the overseas of liquor has become the consensus of the industry, and leading enterprises have formed a relatively mature strategy of going to sea.
Fernando Diaz suggested that liquor companies should tell the story of Chinese baijiu and develop the standards for the internationalization of Chinese baijiu to form the cultural identity of Chinese baijiu through the analysis of the experience of internationalization of Chilean red wine.
Pernod Ricard is the world's second largest liquor group, how does its brand go global and go global? Chen Wei summed up three magic weapons to win: one is to classify and use different strategies to develop global strategic brands, local strategic brands, and cultivation and development brands; second, to implement precise policies, combined with the characteristics of local markets to launch and implement a combination strategy in line with the local market; and third, to highlight personality, maintain its own brand connotation and content, and let the brand speak for itself.
Ge Haifeng also shared the secret of White Rabbit Milk Candy's longevity for so many years, which is to maintain the combination of tradition and innovation, carry out cross-border linkage between domestic and foreign markets, and actively and calmly deal with many overseas crises. ”
At the event site, the first pilot of the international station of "Ten Cities Linkage, Sharing Food and Drink" was officially launched, and leading enterprises, small and medium-sized enterprises related to food and wine in Suqian went to sea together to build the dream of an international era of integration of Suqian, the wine capital, and Damei Yanghe Wine City.
Dance with the world and set off towards your dreams. The road of Chinese liquor to the sea is the contact, exchange and collision of economy, culture and science and technology between different civilizations of the East and the West. Yanghe Co., Ltd. will always maintain the vigor of "exploring the world", connect the world with dreams, bloom all the way to flowers, and jointly compose a more wonderful legendary story of Chinese liquor going to sea.