Spreading Chinese wine culture and helping common prosperity Zhang Yu was on the Hurun list

Author: Ning Pu

On October 18, Hurun Research Institute released the "2021 Hurun China's Most Historical and Cultural Brand List" in Shanghai, with a total of 100 brands on the list, all of which are excellent brands with a history of more than 60 years, and Zhangyu, the only century-old brand of Chinese wine, is on the list. On the same day, the "China Sommelier Competition" held in Shanghai came to an end, and Zhang Yu's Longzhi M6 and M12 wines were unveiled as wines for the competition and award dinner, and together with China's outstanding sommeliers, they helped Chinese wines to reach more people's tables.

"Chinese wine has entered the stage of looking at the world." Sun Jian, general manager of Zhangyu Co., Ltd., said in his speech at the China Sommelier Competition. This leading enterprise with a long history of 129 years has witnessed all this and has become one of the spokesmen for Chinese brands to gradually go abroad and influence the world. After accumulating a rich historical background and national recognition for more than 100 years, as China enters a new period of development, ZhangYu has used its influence to help the cause of common prosperity, and its brand power has become more and more enduring.

It increases the income of fruit farmers by 800 million yuan every year

CCTV praised Zhang Yu for turning barren land into a rich highland

In September, when the grapes were ripe, the CCTV special program "Into the Countryside to See the Well-off" came to Zhang Yu's wine grape planting base in Dongwang Village, Zhuqiao Town, Laizhou City, Yantai, Shandong Province, to pay attention to the wine industry's situation of increasing local farmers' incomes and becoming rich.

The town of Zhuqiao, which CCTV focused on this time, is located in a hilly area. Before 2013, local farmers basically relied on the sky to eat, and their incomes were very low. Since 2013, Zhang Yu has planted 8,000 mu of wine grapes adapted to poor soil in Zhuqiao Town, employing more than 600 farmers from 15 surrounding villages to work in the vineyards. Since planting wine grapes, farmers working in the garden have been able to increase their income by about 10,000 yuan per capita per year.

The small Zhuqiao town has become the epitome of China's wine industry to help revitalize the countryside and achieve common prosperity.

At present, Zhangyu has laid out 200,000 mu of grape bases in yantai, Beijing, Liaoning, Shaanxi, Ningxia, Xinjiang and other six major domestic production areas, adopting the model of "company + cooperative + farmer", using the Jiaodong Peninsula and the slopes, wastelands and other idle land in ningxia, Xinjiang and other northwest regions or poor land with low grain yield to build a wine grape base, and Zhangyu provides funds and grape planting technical support to fruit farmers to ensure that farmers have enough funds and technology to start the project.

At the same time, Zhangyu adopts measures such as guaranteed purchase of grapes produced by the grape base to achieve sustainable and high-quality development such as "protective price, market price, and high-quality price". This makes the fruit growers also have basic income in extreme years, which solves the worries of the fruit farmers. These measures bring nearly 800 million yuan of income to fruit farmers across the country every year, and drive tens of thousands of farmers out of poverty and become rich.

Zhangyu is also committed to improving the endogenous development ability of farmers, so that farmers can master advanced planting technology and sustainable development: not only formulating brochures on quality and safety standards and measures to guide farmers to optimize planting, but also inviting experts from the Agricultural Machinery Bureau to design small agricultural machinery that is convenient for fruit farmers to use, and mechanizing processes such as weeding and fertilization.

In addition, Zhangyu has trained more than 30 grape growing technicians to conduct centralized and systematic training for farmers throughout the year to ensure that farmers can effectively master advanced planting technology; it has also introduced the world's advanced agricultural machinery and self-made agricultural equipment to actively promote advanced technologies such as scale, standardization, mechanization, organicization, and integration of water and fertilizer. At the same time, Zhang Yu set up technical personnel at all levels to cooperate with farmers to carry out technical guidance on the planting process, so that farmers can grasp the "hematopoietic" ability and fundamentally remove the "poor roots".

Let the barren soil produce grapes and wine, so that every family life is better, Zhangyu adheres to the enterprise spirit of "patriotism, dedication, high quality and competition", and has become a model for China's wine industry to help common prosperity.

Talk about Chinese wine culture with "industry + tourism"

Centennial Zhangyu actively fulfills its social responsibilities and boosts rural revitalization

The wine industry is a "combination of planting and brewing" industry, integrating one, two and three industries, from grape planting, to wine processing and sales, to wine garden tourism, can drive the supporting development of the entire industrial chain, wine enterprises in the market scale at the same time, but also led to the revitalization of the entire upstream of the industrial chain of the countryside, which is also an important way for Zhangyu to actively help rural revitalization for many years.

In 2002, Yantai Zhangyu Wine Culture Museum was officially opened to the public, taking the lead in opening the prelude to tourism in China's wine industry.

With the completion of major wineries in China, Zhangyu has built 6 4A-level tourist attractions in China, established a wine industry chain integrating wine tasting, wine culture, sightseeing, entertainment and leisure, created a grape and wine theme cultural tourism route from east to west, and was also elected as the vice president unit of the Equipment and Commodities Branch of the China Tourism Association, the chairman unit of the Shandong Industrial Tourism Alliance, and the first batch of "National Industrial Tourism Demonstration Bases" selected by the National Tourism Administration.

On May 20 this year, the Zhangyu Museum, jointly built by Zhangyu and Meizhou City, Guangdong Province, was completed and opened to welcome guests, becoming another national 4A tourist attraction in Zhangyu, which will play a positive role in making the cultural tourism industry in Meizhou Dapu County bigger and stronger and helping rural revitalization.

It is reported that industrial tourism has become one of the important industries in Zhangyu, and the cumulative number of tourists received by Zhangyu is close to 10 million. Through such an "industry + tourism" model and a huge number of sightseeing, Zhangyu allows tourists to immerse themselves in the spirit of Zhangyu craftsmanship, while allowing more consumers to fall in love with Chinese wine and brandy, which really contributes to common prosperity.

In terms of disseminating Chinese wine culture, Zhang Yu also jointly launched the "China Sommelier 100 Program" with Lin Zhifan, the founder of the China Sommelier Competition, in 2020, and will continue to support the "China Young Sommelier Wine Service Training and Team Competition" and the "National Campus Sommel Service Training and Competition" in the future. These will be together with industrial tourism, committed to passing on the story and products of Chinese wine to more consumers, and working with industry enterprises to strengthen and enlarge the Chinese wine cake.

The famous management book "Evergreen Foundation" pointed out: "Few forward-thinking companies have great ideas at the beginning, but they must have values and a sense of mission beyond making money." ”

At the current stage of our country, common prosperity has been mentioned as a more important position, and the Fifth Plenary Session of the Nineteenth Central Committee of the Communist Party of China has made important arrangements for common prosperity, proposing that by 2035, the common prosperity of all people will make more obvious substantive progress. To achieve common prosperity, rural revitalization is the only way.

At present, China, which is moving toward common prosperity, has given Chinese enterprises a new era of missions and opportunities, and also provided a broader and more promising space for enterprises like Zhangyu who are not distracted by doing business and actively fulfilling their social responsibilities. It is believed that under the leadership of ZhangYu, China's wine industry will make greater contributions to rural revitalization and common prosperity, and will surely usher in a greater future.

Disclaimer: This article is for informational purposes only and does not constitute investment advice.

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