focus on the wine expo | zhang deqin, chairman of kweichow moutai: looking forward to using wine as a medium to create a better life
2024-09-09
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"it is a great honor to meet with you all in the refreshing guiyang, using wine as the medium to taste fine wines, talk about development and share the beauty." zhang deqin, chairman of china kweichow moutai group co., ltd., said at the opening ceremony of the 13th china (guizhou) international wine expo held in guiyang on september 9.
he shared three thoughts on the theme of "using wine as a medium to achieve a better life."
first, born out of beauty, wine culture must "convey beauty" through cultural communication.
"wine is born for a better life and thrives with the prosperity of culture." he said that since ancient times, wine has been an important medium for the chinese nation to pursue a better life. people use wine as a ritual, wine as a joy, wine as a friend, wine as a business, and wine as a celebration. wine culture has flourished and developed in the course of historical evolution. today, wine culture has become an important link to promote cultural exchanges and emotional connections between china and the west.
"faced with the broad prospects of economic globalization, we must continue to draw cultural nourishment from chinese traditional culture, tell the story of chinese liquor and chinese culture in an international and fashionable language, promote chinese liquor to 'go global' better, and let the world fall in love with the mellow and elegant 'chinese flavor' of liquor." zhang deqin said.
second, in line with the trend, wine companies should "brew beauty" by adhering to the right principles and innovating.
guizhou is a "park province" with beautiful scenery everywhere, and a "wine estate" with fragrant wine. the unique natural environment and ecological advantages of the chishui river basin have produced many fine wines with unique characteristics and excellent quality, making it a pilgrimage site for wine lovers. at present, the province is vigorously promoting the transformation from "selling wine" to "selling lifestyles", constantly enriching consumption scenarios, and making full use of the integrated development of fine wine, beautiful scenery, and delicious food.
zhang deqin said that moutai will also deeply implement the important mission of "brewing high-quality life", always respecting and serving consumers as the foundation of its existence, closely follow the diversified product and spiritual needs, actively promote industrial innovation, deepen the integration of wine and tourism, and build moutai into an immersive wine culture experience site integrating industrial production, tourism, and cultural experience.
at the same time, a number of wine culture and guizhou culture experience halls integrating "fine wine + food + culture" will be built across the country to provide consumers with more attractive products, more comfortable experiences, and more heartwarming services, leading guizhou wine companies to continuously innovate new models, new scenes, and new business formats in the liquor consumption market, allowing more consumers to "enjoy the beauty" by "tasting fine wine" and "appreciating the beautiful scenery."
third, with virtue, the wine industry should "work together for a better future" through industrial feedback.
a family that accumulates good deeds can last forever. zhang deqin said that while achieving its own development, moutai has always adhered to the core corporate values of "following heaven, respecting people, being reasonable and virtuous", and actively fulfilled its responsibilities to the industry, fellow villagers and the general public.
for a long time, moutai will work with industry enterprises to inherit traditional brewing techniques, maintain excellent product quality, practice green development concepts, abide by business ethics, and lead the industry's sustainable and healthy development.
zhang deqin said that moutai will adhere to the principle of industrial support for agriculture, do everything possible to help, develop and enrich farmers, continue to consolidate and expand the results of poverty alleviation, and actively contribute to rural revitalization. it will lead industry enterprises and related parties to continue to deepen public welfare and charity, help the poor with heart, emotion and effort, give back to society, and let the development results of the wine industry benefit more people.
"on the new journey, moutai will earnestly implement the decisions and arrangements of the provincial party committee and the provincial government, and work with all its brother companies to unswervingly strengthen, optimize and expand its core wine business, promote high-quality development of the wine industry while upholding the truth and innovating, work together to build an important national liquor production base, and contribute the power of 'guizhou wine' to the efforts to write a chapter of chinese-style modernization in guizhou." zhang deqin said.
guizhou daily tianyan news reporter
zhou yameng chen zujia zhou ziyan
editor: liu sibo
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