Jin Yong's martial arts novels have a significant feature, martial arts are divided into internal and external skills. In Jin Yong's view, internal strength is particularly important. As long as a person has deep internal skills, external skills can naturally be learned, and they can become masters with the trend; external skills, refer to moves, and if there is no internal power as an aid, it is difficult to become a master. Culture is the same, if there is no long cultural heritage, continuous historical inheritance, it is likely to be submerged in the long river of time, such as ancient Egypt, ancient India, ancient Babylon.
Therefore, whether it is as large as the country or as small as an enterprise, strengthening the excavation and construction of its own culture and dissemination is a necessary "internal force" that stands tall in the forest of the world. Located in the south of Yibin City, Changfasheng, Lichuanyong and other ancient wine shops gave birth to the Chinese liquor national brand Wuliangye. Wuliangye brewing technology, began in the Tang, flourished in the Song, became in the Ming, and got its name from the Qing. From the Tang Dynasty Heavy Bi Wine, the Song Dynasty Yao Zi Xuequ, the Ming and Qing Miscellaneous Grain Wine, and then to the official name in 1909, Wuliangye has been inherited for more than a thousand years, and the long historical inheritance has given Wuliangye a thick brand cultural heritage, which is a typical representative of the inheritors and promoters of traditional Chinese liquor culture.
Wuliangye has drawn rich nourishment from the brilliant cultural context of this hot land of China, and successfully established the Wuliangye Cultural Research Institute and Cultural Research and Dissemination Center; created cultural IP such as "Shangxin Forbidden City", "Forbidden City", "Yangtze River Cultural Belt Ten Thousand Miles". As a national brand, Wuliangye has always been committed to protecting, researching and disseminating the traditional culture of Chinese liquor, in order to continuously tap the connotation of its own brand culture and help build self-confidence in the traditional culture of Chinese liquor.
At the same time, Wuliangye looks at the world, adheres to the cultural concept of "harmony and beauty", and uses wine as the medium to let people of all ethnic groups in the world deeply understand and experience the charm of Chinese liquor traditional culture. As early as 1915, Deng Zijun, a legend of Wuliangye and the head of Lichuan Yonggu WineRy, overcame the isolation of the southwest inland and entrusted Lichuan East Commercial Bank to take the first generation of Wuliangye to participate in the Panama International Exposition. This is the first step for Wuliangye brand to go abroad and go to the world in a difficult era, and has laid the brand connotation of Wuliangye's "essence of heaven and earth, national spirit, and wonderful world".
Since then, wuliangye's pace of internationalization has never stopped. From participating in the World Expo, to deeply participating in the APEC Business Leaders Summit, G20 Summit, Boao Forum for Asia, actively integrating into high-end international platforms such as the Expo and the East Expo; actively seizing the opportunities of the "Belt and Road" era, accelerating the layout of the global market, has set up three major international marketing centers in the Asia-Pacific, Europe and the Americas, created an overseas operation model of "Sichuan wine + Sichuan cuisine", "display + brand" and "product + culture", and set up Wuliangye Restaurant in International Metropolises such as Hong Kong, Tokyo, And Seoul, South Korea. Wuliangye tasting centers have been built in Düsseldorf, Germany, and Milan, Italy, which persistently disseminate traditional Chinese culture and liquor culture to the world, and build a cultural communication bridge for the people-to-people connection between China and foreign countries.
With the inward cultural excavation and outward cultural output go hand in hand, Wuliangye continues to steadily display the brand value and historical culture of Chinese liquor to the world, conveys the value proposition of "Hemei" culture, leads the internationalization process of Chinese liquor, creates a new highland of Chinese liquor brand value, and creates one good story after another.
Wuliangye supports "going out" with the cultural self-confidence it has established, injected the power of "harmony and beauty" into the internationalization of China's liquor industry, and stood majestically in the world "Wulin" with strong cultural vitality, so that Chinese liquor culture bloomed with the color of the new era.