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On July 19, the "Developing Countries Shared Development Knowledge Training Course" hosted by the Ministry of Commerce, co-organized by the Ministry of Commerce International Business Officials Training Institute, and organized by China Resources Beer (Holdings) Co., Ltd. was successfully held. With the theme of "30 Years of China Resources Beer, the World Tastes Chinese Taste - Draws a New Chapter of Global Beer", this event invited more than 30 business officials from Cuba, Laos, Malaysia, Nepal, Nigeria, the Philippines, Suriname, Uganda and Venezuela and other developing countries to give keynote speeches, visit factories, beer tasting and other series of activities, which effectively promoted the international cooperation and high-quality development of Chinese beer under the background of the continuous implementation of global development initiatives.

Sun Jinhua, deputy director of Shenyang Municipal Bureau of Commerce, Xu Lin, vice president of China Resources Beer, Wang Xu, general manager of sales department of China Resources Beer Shenyang Division, and Han Baocheng, director of China Resources Beer Shenyang Factory, participated in the event.

30 years of perseverance and innovation, China Resources Beer helps Chinese brewing spread its fragrance around the world

At present, as global economic integration accelerates, actively integrating into the global industrial chain and value chain and deepening cooperation with enterprises in developing countries have become the only way for Chinese enterprises to enhance their competitiveness. Among them, the Chinese beer industry is also embracing the world with an unprecedented attitude, showing its unique cultural charm and market vitality.

As a leading Chinese beer company, China Resources Beer has been deeply implementing the spirit of "two combinations" in the process of brand building over the years and has always maintained its cultural confidence. At the same time, it has actively promoted the implementation of major initiatives such as the Global Development Initiative, and has added weight to the "China Solution" by continuously promoting the international development of Chinese beer culture.

As Xu Lin, Vice President of China Resources Beer, said at the event: "Beer has its own boundaries, but no national boundaries." For 30 years, China Resources Beer has been committed to carrying the banner of promoting Chinese beer culture, pursuing a unique cultural brewing concept and brand building path, bringing China's long-standing beer culture to the world, and building a bridge for mutual learning among world civilizations.

By accelerating the development of globalization, high-end, green, and cultural innovation, China Resources Beer has explored a unique path of beer culture shaping, inheritance, and innovation. Under the guidance of the "going global" strategy, China Resources Beer and Heineken Group officially established a global strategic partnership in 2019, and has become Heineken's second largest market in the world. By implementing the "3+3+3" development strategy, China Resources Beer is getting closer and closer to the goal of "winning at the high end"; by building green factories and innovating healthy brewing, China Resources Beer has set a benchmark for actively assuming corporate social responsibility; by launching ultra-high-end products "Li" and "Li", paying tribute to China's millennium brewing culture and spreading China's profound brewing technology. From a "snowflake" in Shenyang to drifting all over the world, China Resources Beer has spent 30 years of deep cultivation and precipitation to become the "China Resources Beer of the World".

Discussing the future of global beer, developing countries accelerate deepening exchanges and cooperation

The development knowledge sharing workshop for developing countries came to China Resources Beer, which was not only a cultural exchange, but also an industry dialogue. Business officials and industry experts from different countries conducted in-depth discussions on international cooperation and development in the beer industry, shared successful experiences and market insights, and explored new opportunities and challenges for the beer industry in the new era.

"Those who share the same aspirations will win, and those who work together will succeed. In today's globalized world, the industry needs to be confident, increase innovation, accelerate the deep integration of industries, and work together to promote development." Xu Lin said that China Resources Beer is willing to deepen cultural exchanges with international partners and promote pragmatic cooperation in the field of internationalization of Chinese beer. With culture as the medium and cooperation as the bridge, we will uphold the principles of openness, inclusiveness, mutual benefit and win-win, and jointly explore new ways and means of beer cultural exchanges.

Sun Jinhua, deputy director of the Shenyang Municipal Bureau of Commerce, introduced to the business officials from various countries the vitality and unlimited potential of Shenyang in the new era. She believes that China Resources Beer has injected strong impetus into the economic development of Shenyang, and has led the beer consumption trend in Shenyang through innovative products and diversified consumption scenarios. As cooperation among countries further deepens, we look forward to jointly writing a new chapter in the revitalization and development of Shenyang.

Sambasong Phongpassos, deputy director of the Publicity Department of the Central Committee of the Lao People's Revolutionary Party, was deeply impressed by the visit to China Resources Beer. He said: "We are all excited and surprised by China Resources Beer's impressive operations, exploration of domestic raw materials and distribution of beer products across the country. In addition, we are deeply impressed by China Resources Beer's long history and dedication to producing high-quality beer."

Sasha Peles Barranco, Director of Cryptographic Services Department of Cuba Datis Technology Services Co., Ltd., said that during his visit to China Resources Beer, he felt the cultural history and amazing development of a great country, and he would spread what he saw and heard to Cuba, so as to enhance the friendship and exchanges between Cuba and China. At the same time, he also introduced the vibrant beer brands that have emerged in Cuba in recent years, and expressed his expectation for future cooperation in the international beer industry.

Chen Shuwen, assistant to the state councillor of Perak, Malaysia, and village head of a new village, talked about her understanding of beer. She believes that "brewing beer is not only an art, but also a science. It requires precision and creativity, and a very deep understanding of the raw materials and processes of brewing. The balance of various raw materials, time and temperature must be kept high, so as to create a unique flavor." Therefore, for this visit to China Resources Beer, she expects to learn more about innovative technologies and sustainable development practices. She believes that China Resources Beer combines traditional craftsmanship and modern technology to produce beer, which not only guarantees high quality, but also is a responsibility for environmental protection.

Enjoy the Chinese brewing culture together: China Resources Beer Shenyang Factory reveals the source of its mellow aroma

During the event, the guests visited the China Resources Beer Shenyang factory and got a close look at the brewing process and product matrix of China Resources Beer. From raw material selection to meticulous brewing, they fully experienced the unique charm, exquisite craftsmanship, products and cultural innovation of Chinese beer.

In the factory, business officials from various countries saw the "old gelatinization pot" that represents the long history of China Resources Beer; the product series that accelerated the breakthrough development of China Resources Beer and were deeply sought after by Chinese consumers, known as the "Four King Kongs" - Craftsmanship, Brave the World SuperX, Mars Green, and Snowflake Mask. In addition, the classic trademarks, promotional items and peripherals of China Resources Beer from different eras also aroused the curiosity and interest of the guests. Finally, business officials from various countries successively entered the saccharification control room, saccharification workshop, and brewing workshop of China Resources Beer Shenyang Factory, and experienced the birth process of a bottle of China Resources Beer and the source of the mellow aroma of each cup of China Resources Beer.

"Appreciate" the taste of Chinese beer together: China Resources Beer Special Tasting Conference toasts to the future

In order to allow business officials from various countries to further experience the culture and charm of Chinese brewing and taste the unique mellow flavor of Chinese beer, China Resources Beer held a special tasting session in this event entitled "30 Years of China Resources Beer, the World Tastes Chinese Flavor". Li Zhihao from China Resources Beer Technology Research Institute was present as an exclusive taster and vividly described the beer production process, the 60-year relationship with Laoxue, and China Resources Beer's cultural heritage in product innovation.

During the tasting session, Li Zhihao brought four products, namely Heineken Silver, Lao Xue, Li and Li Li, allowing business officials from various countries to taste and appreciate China Resources Beer's profound brewing heritage and the innovative and ingenious "Chinese brand + international brand" product layout in the strong beer cultural atmosphere on site, and feel the brewing wisdom and heritage of beer spanning thousands of years.

This year marks the 30th anniversary of China Resources Beer. Taking this event as an opportunity, China Resources Beer's in-depth exchanges and cooperation with business officials from developing countries will accelerate the opening of a new chapter in the new world of beer, help the brand integrate into the global market, improve brand competitiveness, and achieve sustainable development. Chinese beer will also embrace the world with a more open attitude, work hand in hand with peers around the world, and jointly write a new future for the global beer industry.

Author: Zhao Zhao

This article only represents the author's views and does not represent the position of this magazine.