Wuliangye has always been firm in the pace of "going out".
Text | Selling Wine Wolf Team
Ed southerly
From April 17th to 26th, three transnational cultural theme activities of "Hemei Global Tour", two main forum activities under the APEC framework, and a series of activities such as cross-border linkage, brand exposure, market examination room and expansion have pushed Wuliangye's new journey of internationalization to a new height and popularity.
Industry insiders pointed out that Wuliangye actively stands in an international high-end event to share its development practice by holding a series of high-standard, high-level and high-quality transnational cultural theme activities, which not only helps Sino-foreign economic and trade cooperation and cultural mutual learning between lips and teeth, but also conveys to the world the unique charm of Chinese culture and liquor culture, as well as the "artistic conception of harmony" contained in Wuliangye, leading the new journey of Chinese liquor "going global".
1
Cross-border linkage
Build a bridge of "heart connection" with "hard connection".
At 12:40 local time on April 17, the resumption ceremony of Sichuan Airlines' "Chengdu-Auckland" flight was held at Auckland International Airport in New Zealand. As a typical representative of Chinese liquor and a cultural 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.
It is understood that at 00:19 a.m. Beijing time on the 17th, Sichuan Airlines flight 3U3811 carried more than 270 passengers from Chengdu Tianfu International Airport and flew directly to Auckland, New Zealand. This flight significantly reduces the flight time between the two places from 17 hours to 12 hours. The route was first launched in 2017 but was suspended in February 2020 due to the pandemic. The direct flight from Chengdu to Auckland is the first resumption flight of Sichuan Airlines after a gap of four years, and it has also become the third direct passenger route from Chengdu to Oceania after Sydney and Melbourne. From 27 April, the flight's departure time will be adjusted to every Saturday and return every Sunday local time.
The reopening of this route will help promote economic, cultural and people-to-people exchanges between the central and western regions of China and New Zealand, promote cooperation and exchanges between the two places in the fields of trade and tourism, and also help expand Chengdu's status as an international aviation hub and enhance the city's international influence.
The first flight of Sichuan Airlines' "Chengdu-Auckland" resumption flight, Wuliangye joined hands with Sichuan Airlines to witness the way of customized theme flights, reflecting its firm strategic pace of "going global" and the specific practice of helping "hard connection", promoting the spread of Chinese liquor culture through a more diversified and deeper way, so that the Sichuan liquor culture and Chinese culture represented by Wuliangye can become a link to the world and achieve a wider "heart connection".
As one of the first Chinese famous liquors to go abroad, Wuliangye has been exploring the expression of the value of liquor in food culture, and is committed to presenting the "harmonious and beautiful artistic conception" of Chinese liquor to consumers around the world.
In order to better meet the consumer needs of the new era and get close to young consumer groups, in recent years, Wuliangye has been committed to telling Chinese stories and showing China's image, always with an open attitude, firm cultural self-confidence and practical action practice, and strive to be a disseminator of Chinese liquor culture and a connector of world wine culture exchanges, continue to innovate and carry out cross-border cooperation, and work with top brands and IPs in various fields such as the Palace Museum, Michelin Guide, Sanlian Life Weekly, Southern Weekend and other fields to create the "New Forbidden City" and "Forbidden City" respectively It has successively sponsored excellent film works such as "Eighteen Cave Village" and "Red Star Shining on China", and named the Golden Panda Award, "Chinese Writer" Yang Hansheng Script Award, Tomorrow Sculpture Award, Chinese Young Writers Award, etc., showing the charm of traditional Chinese culture in a visible, accessible, palpable and tangible form, promoting exchanges and mutual learning with different civilizations and cultures in the world, and constantly polishing the gold-lettered signboard of "Great Country Fragrance, Harmony and Beauty Five Grains, and Chinese Wine King".
At the same time, in order to promote Chinese liquor to the world, Wuliangye has always been firm in the pace of "going global", initiated the establishment of the International Famous Liquor Alliance, and actively participated in major public activities in countries and regions along the "Belt and Road". It has set up "Wuliangye Restaurant" in Hong Kong, Tokyo, Japan and other places to create a "Chinese liquor + Chinese cuisine" model, telling the story of Chinese liquor in a perceptible and savorable way, narrowing the emotional distance between different cultures, and leading Chinese liquor to become a bridge between people, a medium for cultural exchanges, and a link for cultural mutual learning.
2
Cultural Mutual Learning, Wuliangye "Harmony and Beauty Global Tour"
Fragrant in Oceania and South America
On April 19, local time, the 2024 "Wuliangye and the United States Global Tour" transnational cultural theme activity was held in Santiago, Chile.
From the "land of abundance" to the "country of the end of the world", from the "most beautiful April day in the world" in the northern hemisphere to the golden autumn season of "fascinating God" in the southern hemisphere, this encounter spanning more than 19,000 kilometers is the first time that the "Wuliangye and the United States Global Tour" has entered Paris, France, Europe last year, and Auckland, New Zealand, Oceania, on April 18, 2024. A few days later, on April 25, the "Wuliangye and the United States Global Tour" once again bloomed in Brazil, the "BRICS".
At the event, the concept of the limited gift box of "Wuliangye, Wisdom and Beauty" jointly cooperated by Wuliangye and the famous Chilean visual artist Malva Vantuleri was officially released. The gift box is inspired by the "mighty Yangtze River", which means that the friendship between China and Chile has a long history, just like the mighty river stretches endlessly, which is in line with Wuliangye's profound heritage and unremitting pursuit of brewing fine alcohol.
The magnificent scenery of Bashu, the cute panda dolls, and the creative cultural and creative products...... In the strong Chinese charm and Bashu characteristics, Wuliangye brought the classic Wuliangye, Wuliangye Purple Qi Donglai, Wuliangye Panda Shape Wine, Wuliangye Yuanding Jingsheng, "Wugu Ronnie" cocktail and other products to make a stunning appearance in Oceania and Latin America, multi-dimensional interpretation of Wuliangye's innovative exploration and active practice in internationalization, fashion, high-end and other aspects.
In particular, the Chilean bartender skillfully integrated Wuliangye liquor into the newly created cocktail, attracting the guests to stop and check in, and the panorama of Wuliangye Ecological Park and the pictures of Wuliangye Liquor Special Grain Base on display vividly demonstrated Wuliangye's achievements and responsibilities in leading green development and bravely assuming social responsibility, so that the guests at the meeting were full of praise for Wuliangye's ecological endowment, cultural heritage, Seiko pursuit and excellent quality, and expressed their recognition and welcome to Wuliangye's concept of "harmony and symbiosis, beauty and beauty".
In the subsequent theme promotion session, Wuliangye Purple Qi Donglai and Classic Wuliangye allowed the guests to immerse themselves in the beautiful customs of the Latin American continent with Chinese wine clinking glasses. The literary and artistic collision of the Chilean national dance Queica Dance and the Chinese quintessence of Sichuan Opera has pushed the atmosphere to a new high. In the strong aroma of Wuliangye wine and the blending of the cultures of the two countries, the Chilean guests further deepened their beautiful Chinese impression and experience, and promoted the people-to-people ties between the two countries.
The New Zealand, Chile and Brazil stations of the "Wuliangye and the United States Global Tour" show local consumers Wuliangye's brand culture, quality charm and profound heritage in a variety of forms such as culture, art and fashion, and use liquor as a medium to weave dense cultural exchanges, cultural mutual learning and people-to-people ties between China and foreign countries, so that the Chinese liquor culture represented by Wuliangye will become a link and bridge connecting the world.
During the event, Wuliangye also actively expanded overseas markets, promoted exchanges and cooperation with the global wine industry, and continuously enhanced Wuliangye's international brand influence and popularity through market investigation and research, docking and negotiation with well-known wine companies, checking in the art and cultural palace, and learning more about local customs, market conditions, and consumption preferences.
Wuliangye's "Global Tour of Harmony and Beauty" is a pragmatic action to continue to convey and innovate the value expression of Chinese liquor to the world with culture as the soul and fine wine as the medium.
▲Chairman of Wuliangye Group (Co., Ltd.) Zeng Congqin
As Zeng Congqin, chairman of Wuliangye Group (Co., Ltd.), said in his speech at the Chile station, "Harmony and beauty are the greatest common divisor for promoting exchanges and mutual learning among different civilizations, and they are also Wuliangye's cultural proposition, value orientation and spiritual identity. The beauty of today's harmony lies in the beauty of promoting mutual learning among civilizations through the harmony of mutual trust and reciprocity, and in the beauty of people-to-people bonds through the harmony of mutual benefit and win-win results. As ancient countries with the same profound history and splendid civilization, China and Chile are thousands of miles apart, but they have been connected by heart and heart for many years and have become good friends who trust each other. Wuliangye is willing to use fine wine, a world language that crosses history and borders, to promote mutual learning and appreciation between Chinese and Chilean cultures, create more encounters with beauty, decorate more stories of harmony, and gather more friendship with the United States. ”
3
Share your practice
Wuliangye has shined on the APEC stage for six consecutive years
From April 21st to 22nd, 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. As a "platinum partner", "exclusive Chinese liquor partner" of the summit, and "strategic partner" of the forum, Wuliangye has deeply participated in a series of activities such as the main forum, welcome dinner, and theme dinner under the APEC framework, and released the 2024 APEC & Wuliangye co-branded commemorative gift box, which not only shows the world the appearance of China's national brand era and the unique charm of China's excellent traditional culture, but also actively contributes to the opening up and cooperation of the Asia-Pacific region and the world with pragmatic actions.
The Asia-Pacific Economic Cooperation (APEC) is an important economic cooperation forum and the highest-level intergovernmental economic cooperation mechanism in the Asia-Pacific region.
At the Hong Kong Forum, Wuliangye shared its development practices in "building a sustainable global supply chain". Wuliangye believes that to build a sustainable global supply chain, it is necessary to work 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 to form a more innovative, higher value-added, safer and more reliable supply chain network by jointly making the cake bigger and sharing the cake.
At the high-level forum and global promotion meeting of the summit, the 2024 APEC & Wuliangye co-branded commemorative gift box was released, placing a good vision on Wuliangye and APEC to deepen cooperation and inclusive development. With the theme of "Those with Like-minded Ideas, Not Far from Mountains and Seas", the gift box spans the distance between Peru and China, and skillfully integrates the most representative elements of China and Peru, such as the APEC Summit, Giant Panda and Vicuña, Peony and Magic Flower, Sanxingdui and Machu Picchu, and uses memorable and exclusive visual symbols to show the vitality of cultural exchanges and mutual learning and promote development, highlighting the pursuit of harmony and beauty cultural values of "harmony and symbiosis, beauty and beauty".
During the forum, the ABAC cocktail with Wuliangye as the base liquor was creatively concocted, and the harmonious blend of Chinese and Western wine cultures was widely acclaimed. At the welcome dinner and theme dinner, the scene was staggered and the wine aroma was rich, and the guests on the scene were full of praise for the perfect taste of the perfect harmony of the "strong fragrance of the great country", and experienced the concrete presentation of the "harmony and beauty" culture.
It is worth mentioning that this year is the sixth consecutive year that Wuliangye has been deeply integrated into the series of activities under the APEC framework. Over the past six years, Wuliangye has been invited to participate in the content construction for many times, sharing Wuliangye's experience and practices in deep cultivation of the liquor industry, liquor culture inheritance and innovation, international development and brand building, telling the story of Chinese liquor with a strong cultural heritage of "harmony and beauty", and showing the charm of striving for a world-class brand"The concept is to build consensus on development, and continue to add to the win-win cooperation and inclusive development of the Asia-Pacific region and the global business community.
Wuliangye said that it will, as always, take telling China's story and showing China's image as the mission of the times, strive to be a disseminator of Chinese liquor culture and a connector of world liquor cultural exchanges, actively integrate into the world industrial chain, innovation chain and value chain, open up a new pattern of China's liquor international market, and strive to become an international, world-class and phenomenal product classic that matches the mainland's comprehensive national strength and international status.
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