From the exhibition hall to the forum, Wuliangye writes a new expression of the internationalization of Chinese liquor at the CIIE

On November 5, the 9th China International Import Expo and Hongqiao International Economic Forum opened in Shanghai. The banks of the Huangpu River once again welcomed guests and friends from all over the world. Wuliangye was invited to attend the opening ceremony and deeply participated in the forum's sub-forums as a "Diamond Member" of the Hongqiao International Economic Forum. On the afternoon of November 6, Hua Tao, vice chairman and general manager of Wuliangye Co., Ltd., attended the sub-forum related to consumption renewal at the Hongqiao Forum and gave a keynote speech.

As a representative of Chinese liquor that has continuously participated in the CIIE, Wuliangye has used the international platform built by the country to show the world the quality foundation and cultural charm of Chinese liquor. It also presents the practical exploration of integrating traditional industries into dual cycles and serving a better life with an open attitude. This kind of participation is not only an international expression of a liquor company, but also a vivid example of Chinese liquor going global from product to cultural.

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This year’s CIIE brought together representatives from 162 countries, regions and international organizations, and 4,142 overseas companies participated in the exhibition. The total exhibition area exceeded 440,000 square meters for the first time, and more than 480 global, Asian, and Chinese debuts were unveiled. Beyond the scale, the hot spots are equally clear. Issues such as open cooperation, artificial intelligence empowerment, supply and demand matching, and consumption expansion and upgrading have become the focus of discussion at the Hongqiao Forum, where global buyers and industry eyes converge. Changes in the consumer market are moving from macro data to the industrial scene.

At the consumption renewal sub-forum of the Hongqiao Forum focusing on AI empowerment, supply and demand matching and consumption expansion and upgrading, Hua Tao gave a keynote speech titled "Putting Deep Roots and Born for the New - New Supply and New Growth in the New Cycle of the Liquor Industry" and shared Wuliangye's judgment on the supply and growth of liquor in the new cycle.

Hua Tao believes that currently, the domestic consumer market is shifting from survival consumption to development consumption. Consumers are more rational, more scenario-oriented, and more experience-oriented. The key to revitalizing consumption is to properly handle the relationship between inheritance and innovation. Inheritance is the root and chassis, and innovation is the engine and increment.

This judgment is realistic and pertinent when observed in the transformation of traditional industries. At present, all walks of life are seeking transformation. Home appliance companies are reshaping their stores with smart packages and scene experiences. Clothing brands are approaching young customers with national trend co-branding and urban pop-ups. Tea and coffee are keeping fresh with limited flavors and social topics. Different industries have different paths, but the direction is the same. They are all moving from product supply to scene supply, and from functional satisfaction to emotional resonance. Wuliangye's thinking is at the same frequency and has been implemented in specific measures.

Huatao demonstrates its quality confidence with its "three inheritances" of craftsmanship, ecology, and culture, and responds to consumption changes with its "five innovations" of products, scenes, culture, openness, and models.

At the product level, in response to the new consumer concern of "drink better, drink less", we create China's high-end low-alcohol liquor benchmark - Ziqidonglai, so that consumers can "deliver a beautiful taste"; cooperate with the FIFA World Cup to launch joint products, and use liquor + sports marketing to promote product breakthroughs; launch Wuliangye Love at First Sight 29 Degrees, which is in line with the trend of young people to enjoy themselves and socialize freely.

At the scene level, we explore the integration of wine and tourism to create an integrated experience closed loop of "famous wine + scenic spots"; launch the "Urban Drinking Plan" to integrate liquor tasting into the urban experience; and create a young experiential consumption scene with the "Wuliang·Zhizao" trendy experience store.

At the cultural level, the Hemei Culture Festival continues to be held to create a cultural scene with warmth and fireworks. The West Lake Love Wuliangye Rose Wedding Ceremony embeds the brand into the happiness of weddings and the joy of reunion.

At the level of open cooperation, we embrace resources from all walks of life with an open and inclusive attitude, create our own IP of "Harmony Global Tour", work with Michelin to create food and wine matching, cooperate with Italy's Campari Group to launch the "Grain Roni" cocktail, hold the "Harmony Movement" indoor concert at the Lincoln Theater in Washington, and use art, fashion and other multi-dimensional carriers to promote Chinese liquor into the global mainstream consumption context.

At the level of model innovation, we will continue to deepen digital marketing transformation, make good use of intelligent tools, let new technologies empower the entire chain from production to marketing, and fall into the integration of production, supply and marketing and refined terminal operations to meet user needs.

It can be seen that Wuliangye's grasp of new consumption trends has both industry attributes and cross-industry common judgments. Its strategic foresight is reflected in the simultaneous advancement of inherited roots and new initiatives.

From the booth to the platform, create a perceptible and accessible harmonious cultural atmosphere

In addition to the forum, the CIIE exhibition hall became the scene of Wuliangye’s cultural expression. At this CIIE, Wuliangye’s exhibition hall is still a very eye-catching presence in the exhibition hall.

The entire exhibition hall takes the Yangtze River as the soul of the space, and uses mobile devices to echo the origin of Yibin winemaking. The space line and the story line run in parallel. Miniature models of the eight ancient workshops, a thousand-year timeline and the five-character formula of "planting and selecting brews for aging" translate the craftsmanship of brewing into a watchable and walkable narrative. Products such as the Eighth Generation Wuliangye, 501, Ziqidonglai, Zodiac Wine, China International Import Expo Commemorative Wine, and Hemei Sichuan Customized Wine are all on display, bringing together classic, cultural and creative, customized and ecological wines. The flowing water at the top runs through the exhibition hall, and Shanghai elements and Wuliangye elements are intertwined in the display window. This not only explains the historical path from the source of the Yangtze River to Shanghai and then to the world, but also allows the natural integration of local culture and corporate culture. A wine tasting area is set up where visitors can experience the wine style up close while watching the exhibition.

The interactive area in the exhibition hall is the most popular area. Audiences only need to scan the QR code to register as a Wuliangye member, and they can receive a cup of "Jinxiu Qingxin" special blend based on 29° Wuliangye·Love at First Sight; they can receive customized badges by completing the consumer questionnaire; they can receive Sichuan black tea by following the Sichuan Black Tea Industry Group's official account.

Member registration, questionnaire surveys, and tea and wine linkages have transformed the exhibition hall from one-way display to two-way communication, turning the "harmony" culture from a concept into a participatory and shareable experience.

Looking back on Wuliangye’s nine-year partnership with the CIIE, from its debut at the first CIIE to continuing to present brewing culture through narratives in the exhibition hall; from product display to member interaction, questionnaire surveys, special tastings and other diverse forms; from exhibition participants to diamond members of the Hongqiao Forum and sharing corporate development wisdom in sub-forums, Wuliangye’s role on the stage of the CIIE has continued to enrich.

This process reflects the profound changes in the international expression of Chinese liquor: in the early days, it was more of a product-level appearance, allowing overseas merchants to see the existence of Chinese liquor categories; then it entered the cultural level, using symbols such as the Yangtze River, Gujiao, and Five-Character Jue to establish quality awareness; and now it exports industry judgments and shares development wisdom on forums, not only sharing ideas from a high position, but also establishing a more equal and daily communication relationship with consumers. From displaying products to creating a cultural field, from spreading brands to connecting consumers, from single exposure to continuous operations, Wuliangye allows Chinese liquor culture to be more concretely expressed on the platform of the CIIE.

The CIIE is China’s window to the outside world and a place to observe consumption upgrades and cultural confidence. Wuliangye adheres to inheritance and quality, adapts to the new and responds to changes, contributes industrial thinking to the forum, and presents cultural warmth in the exhibition hall. From a more macro perspective, the internationalization of Chinese liquor has gone through the stage of pure trade export and is entering a new cycle in which brand value and cultural identity go hand in hand. Wuliangye's practice at the CIIE connects the corporate strategy with the country's overall opening up, consumption upgrade trends, and expression of cultural confidence. It not only provides a sample for the high-quality development of Chinese liquor, but also allows the world to understand the open mind and climate of the times of Chinese brands in a cup of strong fragrance.