How to achieve the internationalization of Chinese liquor? Wuliangye has given a new answer.
In April this year, Wuliangye made frequent moves. Since April 17, through in-depth integration into the series of activities of Sichuan Airlines' resumption of flights and Sichuan Provincial Conditions Promotion Conference, the 2024 "Wuliangye and the United States Global Tour" has successively visited Auckland, New Zealand, Santiago, Chile, Sao Paulo, Brazil, Hong Kong, China and other places, conveying the connotation of Chinese liquor culture and Wuliangye's "harmony and beauty" cultural concept to the world, and also finding a new direction for the internationalization of Chinese liquor brands.
On the occasion of the "Wuliangye and the United States Global Tour" entering Hong Kong, China, Wuliangye also appeared in the APEC (Asia-Pacific Economic Cooperation) series of activities, based on the international and domestic dual circulation, deeply integrated into the global industrial chain and innovation chain, etc., and contributed to the construction of a more resilient global industrial chain and supply chain.
From last year's first stop in Paris, France, to this year's "fragrant" visit to Auckland, Oceania, New Zealand, and then to Santiago, Chile, Sao Paulo, Brazil and other places in South America, the "Wuliangye and the United States Global Tour" has not only consolidated its original international market, but also opened up new markets, allowing consumers in more countries and regions to understand Chinese liquor culture and identify with Chinese brands.
Along with Wuliangye's journey of "Harmony and Beauty Global Tour", Zeng Congqin, chairman of Wuliangye Group (Co., Ltd.), and his entourage also went to the United Kingdom, France, Hungary, New Zealand, Chile and other places to conduct in-depth investigations on the local liquor market, and actively carried out in-depth exchanges with local distributors and enterprises to discuss how to better integrate Chinese liquor and Chinese brands into local consumer life. Industry insiders believe that this series of investigations and investigations not only shows that Wuliangye attaches great importance to overseas markets, but also demonstrates its pragmatic attitude of adapting measures to local conditions and innovating the layout of overseas markets.
In the context of globalization, Wuliangye has actively carried out diversified brand activities with "Harmony and Beauty" as the link, which has not only consolidated and strengthened the IP of "Harmony Global", but also continuously promoted Chinese liquor to the world and conveyed the power of China's "Harmony and Beauty". At the same time, Wuliangye is also constantly exploring new ways and paths for the internationalization of Chinese liquor. The series of measures indicates that Wuliangye is leading Chinese baijiu to gradually realize the strategic upgrade from "going out" to "going out", that is, from simply entering the international market to penetrating into local culture, and truly realizing the deep connection between Chinese baijiu and global consumers.
Convey the power of China's "harmony and beauty" and deeply promote internationalization
In the early morning of April 17, Beijing time, Sichuan Airlines flight 3U3811, carrying more than 270 passengers, set sail from Chengdu Tianfu International Airport and flew directly to Auckland, New Zealand. The direct flight from Chengdu to Auckland is the first resumption flight after four years, and it has also become the third direct passenger route from Chengdu to Oceania after Sydney and Melbourne.
As a typical representative of Chinese liquor and a business card of Sichuan, Wuliangye joined hands with Sichuan Airlines to witness the resumption of Sichuan Airlines' "Chengdu-Auckland" flight in the form of customized themed flights, injecting new vitality into the internationalization of the brand.
The next day, the "China (Sichuan)-New Zealand Economic and Trade Cultural Promotion and Exchange Conference" was held in Auckland, New Zealand. As the leader of Sichuan liquor, Wuliangye was deeply integrated into the exchange meeting to show the charm of Chinese liquor in a diversified form of exchange. At the event site, Wuliangye carefully set up interactive games and bartenders, and the mellow and luscious aroma of the classic Wuliangye and the combination of Chinese and Western style of the "Wugroni" cocktail made the guests feel that Wuliangye not only has a rich taste, but also has the characteristics of tolerance and harmony, reflecting China's philosophy of "harmony and beauty".
Subsequently, on the morning of April 19, local time, the China (Sichuan)-Chile Economic and Trade Cultural Promotion and Exchange Conference was held in Santiago, Chile, and Wuliangye, as a representative of Sichuan Province's characteristic and advantageous industries, was highlighted. Wuliangye's historical and cultural heritage and high-quality development process were all recognized by the guests on the spot.
The interactive area of Wuliangye in the outfield of the promotion meeting not only displayed the core products such as the classic Wuliangye, Wuliangye Yuanding Jingsheng, and Panda-shaped Wuliangye wine, but also prepared Wuliangye wine and Wuliangye cocktail tasting for the guests, allowing the guests to immerse themselves in the unique charm and drinking method of the fusion of Chinese and Western wine cultures in the interaction with the United States.
Connecting mountains and seas with heart and crossing the cultural gap, Wuliangye is committed to telling wonderful and vivid stories of "harmony and beauty" to the world and sharing "harmony and beauty" with more international friends. Industry insiders believe that Wuliangye's "Harmony and Beauty Global Tour" activity, which continues the theme of "Harmony in the World and Symbiosis with the United States", is not only a brand display and cultural promotion action, but also a vivid practice to help economic and trade exchanges and promote people-to-people bonds. Through the inheritance and exchange of liquor culture, Wuliangye not only allows international consumers to feel the charm of Chinese culture, but also builds a bridge of friendship for future friendly cooperation.
Integrate into the global industrial chain and promote international and domestic dual circulation
In recent years, Wuliangye, as a leading liquor company in China, has continued to appear in the APEC series of activities, deeply integrated into the global industrial chain and innovation chain, and contributed to the construction of a more resilient, efficient and dynamic global industrial chain and supply chain.
From April 21 to 22, the 2024 APEC Business Leaders Summit High-level Forum and Global Promotion Conference and the APEC China Business Council Hong Kong Forum were held in Hong Kong. Wuliangye appeared as a "platinum partner", "exclusive Chinese liquor partner" and "strategic partner", and deeply participated in a series of activities such as the main forum, welcome dinner and theme dinner, contributing the wisdom and strength of China's liquor industry to the high-quality and sustainable development of the Asia-Pacific region.
At present, the Asia-Pacific and global supply chains are facing many challenges, showing new characteristics such as diversification, regionalization, and fragmentation. Building a green, high-quality, efficient, open and shared supply chain system has increasingly become a common aspiration of the world.
Wuliangye said that in combination with the company's development practices to build a sustainable global supply chain, it is necessary to work hard in green development, product quality, digital intelligence driven, opening up, and achievement sharing, give full play to the professional advantages and resource endowment advantages of different subjects, and establish a close partnership by jointly making the cake bigger and sharing the cake, so as to form a more innovative, higher value-added, safer and more reliable supply chain network.
In recent years, Wuliangye has actively played the role of "chain master" to promote the common development of the whole industrial chain such as grain, packaging materials and logistics, and driven the upstream and downstream industries to achieve an output value of more than 300 billion yuan, stable employment for 300,000 people, and more than 60,000 rural households.
Since 2019, Wuliangye has cooperated with the APEC China Business Council for six consecutive years. Over the past six years, Wuliangye has deeply participated in a series of activities under the APEC framework through the Council, promoting the development of the Asia-Pacific region and the United States through wine.
Through a series of APEC activities and actively promoting economic, trade and cultural exchanges in Oceania and South America, Wuliangye enhances the sense of identity of international consumers with Chinese liquor culture, allows more international consumers to experience the "harmony and beauty" of Chinese liquor culture, expands the international influence of Wuliangye brand, and contributes to the construction of a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles promoting each other.
Strengthen the IP of "Hemei Global Tour" and explore the path of international innovation
In recent years, exploring a new path of internationalization has become the consensus of China's liquor industry, and Wuliangye has been putting it into action. By creating the IP opportunity of "Harmony Global Tour", Wuliangye has led the promotion of Chinese culture and liquor culture to be widely disseminated around the world while deeply practicing the path of international innovation.
On April 19, local time, the Chile leg of the "Wuliangye and the United States Global Tour" was grandly opened, and Wuliangye went deep into South America to interpret the Chinese story.
The Chile leg of the "Wuliangye and the United States Global Tour" is the first transnational multicultural exchange activity launched by Wuliangye in Latin America after the wonderful bloom of Paris in France and Auckland in New Zealand. Wuliangye continues to use wine as a medium to show the world the charm of excellent traditional Chinese culture, explore the international expression of the concept of harmony and beauty, and help global civilizations to blend and learn from each other and coexist with beauty.
At the event site, Zeng Congqin, chairman of Wuliangye Group (Co., Ltd.), said in his speech that Wuliangye is the world's first solid-state distilled liquor brewed from five kinds of grains, rice and glutinous rice originating from China, sorghum from Africa, wheat from West Asia and corn from South America respectively give the liquor different flavors, making Wuliangye liquor "fragrant, sweet, clean, refreshing, mellow" flavor is a great achievement, "the aroma is long, the taste is mellow, the entrance is luscious, the throat is clean, the flavor is harmonious, just right, especially the comprehensive taste of the liquor is famous", not only Chinese) The materialized presentation of "harmony" and "common beauty" has also become the perfect embodiment of the beauty of the world and the symbiosis of harmony. Harmony and beauty are Wuliangye's cultural proposition, value orientation, and spiritual identity, and it is also the greatest common divisor to promote exchanges and mutual learning among different civilizations.
Zeng Congqin said that the world civilization is rich and colorful, and the key to exchanges and mutual learning between civilizations lies in "seeking common ground while reserving differences, each with its own beauty, the beauty of the beauty, and the beauty of the United States".
As a leading Sichuan liquor, Wuliangye actively plays a leading role as the "chain master" of the industrial chain, continues to deepen the international markets such as South America, accelerates the global layout, and enhances the value recognition of international mainstream consumers with the operation mode of "culture + experience" and the consumption scenario of "Chinese cuisine + Chinese wine", and further enhances the competitiveness and influence of Chinese liquor in the international market. During the event, Wuliangye also cooperated with the most distinctive local restaurants to launch a week-long theme activity of "Seeking Fragrance in China and Loving Chile".
Build a bridge of friendship with fine wine, promote cultural exchanges and cooperation between China and Chile, promote civilization across regions, languages and skin colors, and interpret a new picture of the development of "beauty and beauty". With "harmony and beauty" as the link and connecting a wider range of international consumers, Wuliangye is going to the world with its unique charm of "great country fragrance". With the successful holding of the "Wuliangye and Beauty Global Tour" in Auckland, New Zealand, Santiago, Chile, Sao Paulo, Brazil and other places, the brand's IP has been further strengthened, while also broadening the connotation and extension of "Hemei culture", and leading the promotion of Chinese culture and liquor culture to be widely spread around the world. Through this series of brand actions, Wuliangye is striving to share the concept of "harmony and beauty" with people around the world, so that more people can feel the profound heritage and infinite charm of Chinese baijiu culture. In the future, Wuliangye will continue to go to all over the world to build a bridge of mellow fragrance for different countries and civilizations, so that global consumers can blend and communicate with each other in the strong fragrance of fine wine, and experience "harmony and beauty" together, create "harmony and beauty" and share "harmony and beauty".