◆ Jiang Feng, reporter of the Japanese monthly magazine of People's Daily Overseas Edition
In July 2023, Liang Jinhui, chairman of Gujing Gongjiu Co., Ltd., led a delegation to visit Japan, and issued a warm invitation to the Japan Hui Merchants Association at the Japan-China Friendship Hall, "I invite everyone to go back to their hometown to have a look, to Gujing Gongjiu Group, and we will discuss how to further promote Gujing Gongjiu into the international circulation." ”
The Japan Hui Merchants Association still clearly remembers that during Chairman Liang Jinhui's visit to Japan in 2023, when he saw the busts of Sino-Japanese people-to-people friendship promoters Yoshimi Furui and Liao Chengzhi at the Japan-China Friendship Hall in Tokyo, he was a little surprised on the one hand, and full of excitement on the other, he said: "In the past, Japan had the sage 'Gujing' to promote Sino-Japanese friendship, and today China has 'Gujing Gongjiu' to promote Sino-Japanese friendship. If Mr. Yoshimi Furui had seen the fruits of today's Sino-Japanese friendship underground, he would have been overjoyed. ”
Chairman Liang Jinhui found the "grip", and the Japanese Hui Merchants Association entrusted Xin'an Industry Co., Ltd., led by Vice President Xia Shanzhi, to assume the general agent in Japan, and soon opened branch stores in Nagoya City in central Japan and Fukuoka City in southern Japan to promote Chinese national brands and Anhui hometown brand Gujing Gongjiu to enter the Japanese market. With the Chinese overseas Chinese group as the grafting medium, the Chinese enterprise as the landing medium, and the Chinese media as the propaganda medium, the "three media" help each other to form a joint force, and Gujing Gongjiu began to "fly into the homes of ordinary people" in Japan, opening up a new world in the Japanese liquor market.
At the invitation of Chairman Liang Jinhui, on May 9, 2024, the "Gujing Gongjiu Delegation of the Japan Hui Merchants Association" with Wu Xiaole, President of the Japan Hui Merchants Association, as the head and Huang Xingyuan, the Chinese representative director of the Japan-China Friendship Association, as the top advisor, arrived in Bozhou, Anhui Province. Most of the members of the delegation are vice presidents and executive directors of the Japan Hui Chamber of Commerce. This is also the first time that the core leadership of the Japanese Hui Merchants Association has traveled back to China en masse.
Wu Xiaole, president of the Japan Hui Merchants Association, positioned the trip as a "cultural journey", "learning journey" and "exchange journey". During their stay in Bozhou, the delegation deeply understood Chairman Liang Jinhui's proposal to strengthen the protection of Chinese liquor cultural heritage and intellectual property rights at the "Two Sessions" in March 2021 and jointly declare the world cultural heritage in the name of "Chinese Liquor Old Workshop", as well as his proposal at the "Two Sessions" in March 2022 to support and encourage green and low-carbon ecological brewing and create a world-class Chinese liquor culture.
Huang Xingyuan, the top adviser of the delegation, said that Chairman Liang Jinhui relied on culture to "tell the story of China" through Chinese wine culture on the world stage, which has a big pattern and made new developments. This should be a facsimile of China's promotion of the "international circulation".
Huang Ping, executive vice president and chairman of the Japan Hui Merchants Association, said that this time we came to Bozhou, saw the image of Cao Cao everywhere in Gujing Gongjiu Co., Ltd., and felt the intrinsic connection between Gujing Gongjiu and Cao Cao, so that we can talk about the favorite "Three Kingdoms Culture" of the Japanese when promoting Gujing Gongjiu in the future, and this "integration point" cannot be missed.
Wang Jinlin, vice president of the Japan Hui Chamber of Commerce, said that I have noticed the sales policy of "no fortress that cannot be attacked, no market that cannot be taken" put forward by Chairman Liang Jinhui, and his spirit of seeking truth and implementation has given us a good inspiration and a good encouragement for Chinese business operators.
Xia Shanzhi, vice president of the Japan Hui Chamber of Commerce, said that during this visit, we also learned a lot of business management experience. For example, at the production site of Gujing Gongjiu, we saw the slogans on the wall: "Only find a way to succeed, not a reason for failure", and "Growth is more important than success", which allows us to better understand and grasp success while pursuing success in the future.
Jiang Feng, secretary general of the Japan Hui Merchants Association, suggested that Gujing Gongjiu Co., Ltd. hold a promotion activity in Japan next year with the theme of "Chinese Gujing Gongjiu from Cao Cao's hometown", so that more Japanese people can re-understand Gujing Gongjiu.
During their stay in Bozhou, the delegation of the Japanese Hui Merchants Association also visited the Gujing Liquor Culture Museum, the Gujing Party Building Enterprise Culture Center, the China Baijiu Science Museum, the three brewing departments and one workshop, and the Wuji Liquor Cellar.