This April, "Wuliangye and America’s Global Tour" set sail again, showing the world the beauty of famous wine and China liquor culture with an open and inclusive attitude.
In New Zealand, the "Wugroni" cocktail with Wuliangye as the base wine shows the unique flavor of combining Chinese and Western. In Chile, the beauty of Sichuan wine and the changing face of Sichuan opera present Bashu charm and national charm; In Brazil, Wuliangye bridges people’s hearts with fine wine and delicious food, and conveys China’s philosophy of "harmony" to local people.
While promoting the spread of China traditional culture, Wuliangye is becoming a new "business card" for China liquor in the world economic and trade exchanges. On April 21-22, Wuliangye appeared in the 2024 APEC CEO Summit High-level Forum and Global Promotion Conference, and the China Forum of APEC Industry and Commerce Council. Join hands with APEC for six times to contribute the wisdom and strength of China wine industry to the high-quality and sustainable development of the Asia-Pacific region.
"Harmony" is Wuliangye’s cultural proposition, value orientation and spiritual symbol. As the leading liquor maker in China, Wuliangye has continuously appeared in international high-end platforms and events such as the World Expo, APEC and Boao Forum for Asia with a more open vision and a broader pattern in recent years, leading China Liquor to actively "go global", building a sustainable global supply chain with the concept of "harmony" and exploring innovative paths for the international development of China Liquor.
Wuliangye "Hemei Global Tour" Chile Station. Photo courtesy of enterprises
"Hemei Global Tour" sets sail again
Wuliangye’s "Hemei Global Tour" in 2024 set sail in April, opening the encounter between "the fragrance of big countries" and the world.
In the early morning of April 17th, a Sichuan Airlines passenger plane painted with a giant panda as a messenger of friendship took off from Tianfu Airport in Chengdu and crossed 10,000 kilometers to Auckland International Airport in New Zealand, marking the resumption of direct flights between Chengdu and Auckland by Sichuan Airlines. As a business card of Sichuan culture, Wuliangye, together with Sichuan Airlines, prepared exquisite gifts with cultural characteristics for the passengers on the first flight of resumption of air service, showing the connotation of "harmony" of Wuliangye, the charm of Sichuan in abundance and the wonderful charm of China culture at an altitude of 10,000 meters.
On April 18th, local time, the China (Sichuan)-New Zealand Economic, Trade and Cultural Promotion and Exchange Conference was held in Auckland, and Wuliangye also took the opportunity to open the Auckland Station of "Hemei Global Tour". Wuliangye displays the charm of China liquor in the form of multiple exchanges. Whether it is the mellow and sweet aroma of the classic Wuliangye or the combination of Chinese and Western styles of the "Five Grains Ronnie" cocktail, New Zealanders can experience the rich and wonderful taste of Wuliangye, which is inclusive and harmonious.
On April 19th, local time, Wuliangye appeared as a representative enterprise at the China (Sichuan)-Chile Economic and Trade Cultural Promotion and Exchange Conference, and launched the "Hemei Global Tour" in Chile. This is also the first time Wuliangye has launched a transnational multicultural exchange activity in Latin America. Core products such as "Wuliangye Ziqi Donglai" and classic Wuliangye let the guests immerse themselves in the beautiful customs of China wine and clink glasses with enthusiasm on Latin America. The literary collision between the Chilean national dance Quetta and the China national quintessence Sichuan Opera has promoted the exchange and mutual learning among different civilizations.
Sharing delicious food is an effective way to promote Chinese wine culture into local life. Wuliangye’s "Hemei Global Tour" also brought the consumption scene of "Chinese food+Chinese wine" to various places, including launching the theme activity of "Seeking China for Fragrance" in conjunction with local restaurants in New Zealand and Chile, so as to provide more local consumers with opportunities to experience Wuliangye and feel the culture of China.
"Wuliangye and Mei Global Tour" is a transnational cultural exchange activity with the theme of "Mei". It opened in Paris, France on July 10, 2023, and will continue to travel around the world in 2024 to promote the excellent Chinese traditional culture represented by liquor to the world through various forms such as culture, art and fashion.
From "going out" to "going in"
As one of the earliest "going out" China liquor enterprises, Wuliangye has explored the characteristic internationalization path from "product" to "brand" and from "sales" to "marketing", leading the transformation of China liquor from "going out" to "going in".
During the "Hemei Global Tour", the chairman of Wuliangye Group (stock) Co., Ltd. led a team from Qin to investigate the liquor market in Oceania and Latin America, and had in-depth exchanges with local dealer teams, Chinese business associations and associations, and representatives of Chinese-funded enterprises to explore effective ways to adapt to the drinking habits of local consumers, innovate liquor consumption scenarios, and improve the local channel layout, so as to make Wuliangye’s pace of going to sea deeper and more practical.
Wuliangye has been deeply involved in the New Zealand market for more than 20 years. Zeng Congqin and his party have drawn a new blueprint for Wuliangye’s strategic layout in New Zealand, including Wuliangye products to be stationed in local chain wine shops, high-end Chinese restaurants and entertainment venues.
Chile is an important market for the international development of Wuliangye. Wuliangye’s products have been stationed in some channel outlets such as Chinese restaurants and supermarkets in Chile, and will accelerate the deepening of cooperation with Compañía Cervecerías Unidas SA, the largest local wine and beverage group.
Wuliangye liquor will also enter the Brazilian market, covering restaurants, supermarkets and other important outlets, gradually entering the large-scale retail terminal of the liquor market, and building a comprehensive three-dimensional sales channel.
Going in and integrating into the local area requires innovative thinking and finding new incisions. In 2023, Wuliangye cooperated with Kimbali, the world’s largest cocktail group, to launch the cocktail "Five Grains Ronnie" based on Wuliangye, which was promoted in nearly 600 bars in China, creating a new paradigm of East-West integration, and won the "2023 Liquor and Bar Marketing Award". At the same time, Wuliangye takes the lead in researching and developing pre-blended sparkling wine, which will be put into the Korean market soon, so as to create Kentucky products that meet the drinking habits of mainstream overseas consumers and young consumers.
Liquor going to sea is a long-term strategic project. From going to Europe and America, completing the layout of global market channels, taking the lead in establishing the "International Famous Wine Alliance", and now building an overseas three-dimensional marketing system, Wuliangye took the lead, and its influence and competitiveness in the international market accelerated.
Participate in global supply chain construction
The value of famous wines lies in the responsibility of the times. As the leader of national brands, Wuliangye has firmly grasped the primary task of high-quality development, and at the same time, it has stepped onto an important stage in the world, participated in international division of labor and cooperation, and helped to build a sustainable global supply chain.
On April 21-22, the 2024 APEC Business Leaders Summit High-level Forum and Global Promotion Conference, and the Hong Kong Forum of APEC China Business Council were held in Hong Kong, China. Wuliangye appeared in the promotion meeting as a "Platinum Partner" and "Exclusive China Liquor Partner", and deeply participated in the Hong Kong Forum of APEC China Business Council as a strategic partner.
Wuliangye appeared as a "Platinum Partner" and "Exclusive China Liquor Partner" at the 2024 APEC CEO Summit High-level Forum and Global Promotion Conference and the Hong Kong Forum of APEC China Business Council. Photo courtesy of enterprises
This is the sixth time that Wuliangye has joined hands with APEC, and the important premise of promoting Chinese wine culture to the world stage is the brewing quality and brand accumulation of Wuliangye. Wuliangye is located in one of the "Top Ten Spirits Producing Areas in the World". It has a national treasure living cultural relic-the ancient pits and ponds in Yuan and Ming Dynasties that have been fermented for more than 700 years, a national intangible cultural heritage-the traditional brewing technique of Wuliangye wine, and the blessing of "double national treasures", which makes Wuliangye wine rare.
It is the common aspiration of the whole world to build a green, high-quality, efficient, open and shared supply chain system. During the Hong Kong Forum of APEC China Business Council, Jiang Wenge, vice chairman and general manager of Wuliangye Co., Ltd., shared Wuliangye’s experience in building a sustainable global supply chain with the concept of "harmony". Jiang Wenge believes that to build a sustainable global supply chain, we need to work hard on green development, product quality, digital intelligence drive, opening to the outside world, and achievement sharing, give full play to the professional advantages and resource endowment advantages of different subjects, and form a more innovative, higher added value, safer and more reliable supply chain network.
Without accumulating each short step, one cannot cover a thousand miles. It is a long-term proposition for China liquor to go to sea. Wuliangye and other famous liquor enterprises have accelerated the strategic layout of overseas markets, which has contributed exploration paths and experience wisdom for China liquor to enhance its influence in the world.
Text/Qin Shengnan
Editor Li Yan
Proofread Liu yue
关于作者