Source of this article: Times Finance Author: Xing Wenwen
Ninety-nine follows the season, and autumn comes and is chongyang. On October 11, coinciding with the Chung Yeung Festival, Moutai Group ushered in the 2024 Moutai Festival, which also marked the official opening of Moutai production in the new year.
The tradition of the Moutai Liquor Festival has lasted for 21 years, which not only demonstrates Moutai's adherence to the traditional brewing process, but also deeply interprets Moutai's quality belief that "quality is the soul of life" through a series of cultural activities, so that traditional culture can empower Moutai's high-quality development.
On the same day, Chen Min, former vice chairman of the Guizhou Provincial Committee of the Chinese People's Political Consultative Conference and president of the Provincial Charity Federation, a number of experts and scholars in the cultural and art circles, Zhang Deqin, Secretary of the Party Committee and Chairman of Moutai Group, Wang Li, Deputy Secretary of the Party Committee and General Manager, and other group leaders attended the event.
At 9:09 a.m., with the sound of "Moutai Welcome Song", the Moutai Group Jiachen Year (2024) Moutai Liquor Festival officially kicked off.
Zhang Deqin and Wang Li expressed their deep remembrance of their ancestors on behalf of Moutai Group. In the Chinese Wine Culture City, Zhong Zhengqiang and Xiang Ping presented flower baskets to the ancestors on behalf of Moutai, and Moutai craftsmen and outstanding winemakers, composers, squad leaders, and employee representatives of each workshop bowed three times to the ancestors of Moutai, inheriting the culture of loyalty and filial piety, and thanking the ancestors for their achievements.
Subsequently, the Moutai people continued to use the "three offerings" derived from the "Book of Rites" - the first offering, the second offering and the final offering of the "three offerings", and used the Moutai toast ceremony to pay tribute to the ancestors and masters of the past dynasties.
"Master and apprentice" originates from the traditional brewing process of Moutai. Through apprenticeship, Moutai people pass on the brewing skills, ingenuity and cultural connotation to the new generation of brewing talents, and realize the continuation and development of Moutai's brewing skills.
At the apprenticeship ceremony, 9 apprentices from various stages of wine-making, koji-making, and storage presented their apprenticeship to the master, and bowed to the master, expressing their respect for the master and their determination to learn. As an ancient skill passed down from generation to generation, generations of Moutai craftsmen have passed on the quality code of Moutai to the next generation through oral transmission.
During the period, Moutai Group also carried out a series of colorful cultural activities, building the traditional Chinese wine culture city into a "city of art guarding" exclusive to Chongyang, and using China's unique traditional cultural language to innovatively express the spirit of Moutai craftsmen and create Moutai's quality cultural IP through "an intangible cultural heritage bazaar" and "a craft display interactive experience".
As the culmination of Moutai culture, "Moutai Nine Chapters" is guided by "Shuntian Respect, Reasonableness and Virtue", covering nine chapters, including corporate profile, cultural traceability, cultural concept, code of conduct, cultural image, Moutai products, Moutai craftsmanship, social responsibility, and tribute to role models, comprehensively and in-depth showing Moutai's corporate culture system.
In her speech, Zhang Deqin shared four points around the core values of "Shuntian respects people, is reasonable and virtuous": first, build a solid foundation for Moutai's long-term development with "Shuntian"; the second is to establish an enterprise with "respect for people", so that Moutai will become a company that consumers like; the third is to stand up with "reason" and build a self-confident and self-reliant workforce; The fourth is to establish a career with "virtue" and practice the responsibility of Moutai for good.
Zhang Deqin said that on the new journey, Moutai will be guided by creating the "ultimate wine culture", promote the all-round integration of Moutai culture into corporate governance, marketing, brand promotion, product design, social welfare and other aspects, and continuously improve the leadership, cohesion, shaping and radiation of Moutai culture.
At the press conference of "Moutai Nine Chapters", many well-known experts and scholars gathered together to conduct in-depth interpretation and discussion of Moutai culture from multiple dimensions such as humanities, history, and enterprise management.
Moutai's release of the "Moutai Nine Chapters" not only provides a clear code of conduct and value guidance for every Moutai employee, but also becomes an important cornerstone of Moutai Group's cultural construction, injecting new vitality and impetus into the sustainable prosperity and development of Moutai culture.
At present, Moutai is focusing on the cultural core of "Shuntian Respect for People, Reasonableness and Virtue", and strives to create three characteristic cultural IPs: "Moutai Wine Festival", "Red Tassel Sorghum Harvest Season" and "Maoyou Carnival", conveying Moutai's respect for heaven and nature, its heart of giving back to the elders and villagers of Dashan and its respect for consumers.
The Moutai Liquor Festival is the "beginning" of Moutai's entry into the new year's production, and together with the Dragon Boat Festival, it constitutes Moutai's unique cultural tradition, which not only enriches the brand connotation of Moutai's spirit, but also strengthens the belief that "quality is the soul of life", so that culture can gather energy for the high-quality development of Moutai.