Core Insights - The 2025 China International Service Trade Fair (CIFTIS) opened on September 10, with Wuliangye (000858) participating as the "Global Partner" and "Designated Liquor" [1][2] - Wuliangye showcased an immersive exhibition experience, combining product tasting, intangible cultural heritage interaction, and fun activities to engage visitors [1][4] - The company aims to innovate and embrace new consumption trends, transforming traditional liquor into a medium for expressing lifestyle attitudes among younger consumers [1][5] Group 1: Event Participation and Brand Strategy - Wuliangye has been a continuous participant in CIFTIS for three years, highlighting its commitment to global service trade and brand strategy [2][9] - The exhibition featured dual storytelling, showcasing Wuliangye's historical journey and its evolution alongside Chinese society [2][3] - The brand's cultural depth and international vision were emphasized through innovative interactions to enhance brand recognition and emotional connection [2][3] Group 2: Product Innovation and Consumer Engagement - The newly launched 29° Wuliangye "Crush on You" cocktail has gained popularity, reflecting the brand's focus on appealing to younger consumers [3][6] - Wuliangye's outdoor interactive experience area combined wine tasting, food, and cultural elements, attracting significant visitor participation [4][5] - The company is actively pursuing product innovation, including low-alcohol options to cater to younger demographics and international markets [6][7] Group 3: Cultural Integration and Global Influence - Wuliangye is leveraging its "Harmony and Beauty" culture to connect with global consumers and enhance its international brand presence [8][9] - The brand has participated in high-profile international events, promoting Chinese liquor culture and its own products [8][9] - Wuliangye's brand value and international influence have been recognized, ranking 73rd in the 2025 Global Brand Value 500 list [9]

Core Viewpoint - The 2025 China International Service Trade Fair (CIFTIS) is being held in Beijing, with Wuliangye (000858) participating as the "Global Partner" and "Designated Wine" for the third consecutive year, showcasing its commitment to innovation and consumer engagement in the evolving market landscape [1][2][9]. Group 1: Event Participation and Experience - Wuliangye has set up indoor and outdoor exhibition halls at the Shougang Park, utilizing an immersive experience model that combines product tasting, intangible cultural heritage interaction, and fun activities to attract visitors [1][2]. - The exhibition features two narrative storylines: one focusing on Wuliangye's international journey over the past 110 years, and the other showcasing the evolution of its products from the first to the eighth generation [2][3]. Group 2: Product Innovation and Youth Engagement - The newly launched 29° Wuliangye "Crush on You" has quickly gained popularity, appealing to younger consumers with its modern branding and collaboration with celebrity spokesperson G.E.M. [3][6]. - Wuliangye is actively pursuing product innovation, including the introduction of low-alcohol beverages to cater to younger demographics and international markets, enhancing its appeal among diverse consumer groups [6][7]. Group 3: Cultural Integration and Brand Strategy - Wuliangye emphasizes its cultural heritage and craftsmanship through various interactive experiences, showcasing the unique brewing techniques and historical significance of its products [3][5]. - The company is integrating its "He Mei" culture into its branding strategy, participating in high-profile international events and promoting its products through cultural and artistic collaborations [8][9]. Group 4: Market Position and Future Outlook - Wuliangye ranks 73rd in the 2025 Global Brand Value 500 list, maintaining a strong brand strength index of AAA+ [9]. - The company aims to leverage platforms like CIFTIS to further its internationalization efforts and contribute to the global service trade landscape [9].

Core Viewpoint - The 12th World Games in Chengdu, China, showcases a blend of international standards and Chinese cultural elements, with Wuliangye as a key sponsor, emphasizing the integration of sports, liquor, and culture [2][6]. Group 1: Event Overview - The Chengdu World Games, held on August 7, is the first of its kind in mainland China and aims to foster international friendship and cultural exchange [2][6]. - Wuliangye is prominently featured as the official supplier and sponsor of the "He Mei Shuang Bao Exhibition," highlighting its commitment to cultural and sporting events [2][3]. Group 2: Cultural Significance - The exhibition showcases the "Double Treasures" of Sichuan, including the giant panda and golden monkey, alongside Wuliangye's traditional brewing techniques, emphasizing ecological harmony and cultural heritage [3][4]. - The exhibition utilizes sustainable materials, reducing carbon emissions by 80% compared to traditional construction methods, and aims to create an ecological cycle by transforming exhibition materials into urban greening installations [4][9]. Group 3: Brand Strategy - Wuliangye's involvement in the World Games and previous events like the Chengdu Universiade reflects its strategy to merge Chinese liquor culture with sports, enhancing brand value and cultural resonance [6][7]. - The company has established international marketing centers and innovative dining experiences to promote Chinese liquor globally, reaching consumers in 62 countries [9]. Group 4: Future Outlook - Wuliangye plans to continue its global outreach through cultural exchange activities and collaborations with international events, aiming to enhance the global presence of Chinese liquor [9].

Core Viewpoint - The "He Mei Shuang Bao Exhibition" showcases the cultural and ecological values of China's national treasures, the giant panda and the golden monkey, in conjunction with the Wuliangye brand, emphasizing the themes of ecological protection, cultural heritage, and sports spirit in the context of the 12th World Games in Chengdu [1][2][3] Group 1: Exhibition Overview - The exhibition is part of the Chengdu World Games, taking place from August 7 to 17, and aims to promote China's commitment to ecological protection and cultural heritage [1] - It creatively integrates the themes of "Chinese national treasures" and "He Mei Wuliang" to convey the beauty of Chinese aesthetics and culture [1][2] - The exhibition features a unique design that incorporates visual elements representing the World Games and ecological themes, creating an immersive experience for visitors [1] Group 2: Technological and Ecological Innovations - The exhibition utilizes advanced green paper art technology, with all display walls and installations made from 100% recyclable paper materials, reducing weight by 75% and carbon emissions by 80% compared to traditional materials [2] - The design includes plant seeds embedded in the surfaces, allowing for transformation into urban greening installations after the exhibition, thus achieving an ecological cycle [2] Group 3: Cultural Significance and Brand Alignment - Wuliangye's cultural philosophy of "harmony and coexistence" aligns with the dual treasure culture's concept of building a community of life between humans and nature, resonating with the World Games' theme of cultural integration [3] - The exhibition features various artistic displays and products that reflect Wuliangye's cultural values and commitment to promoting harmonious development [2][3]

Core Viewpoint - The event "Long River Love: A Lifetime Commitment" is a unique marriage ceremony that combines traditional wedding customs with modern cultural tourism, showcasing the integration of Jiang River culture, ecological beauty, and the heritage of Chinese liquor through a romantic lens [1][9]. Group 1: Cultural and Tourism Integration - The event featured 52 couples exploring local attractions such as Xingwen Stone Sea and Shunan Bamboo Sea, creating a distinctive wedding tourism experience that highlights the beauty and culinary richness of Yibin [2][9]. - The "Drunken Beauty Feast" showcased local delicacies paired with Wuliangye liquor, enhancing the dining experience and appealing to both traditional and younger consumers [2][9]. Group 2: Event Activities and Engagement - Various activities, including a wedding parade and interactive installations, allowed couples to engage with Yibin's urban landscape, enhancing the romantic atmosphere and showcasing the city's cultural depth [3][7]. - The "Three Rivers Love Boat" featured interactive games and drone performances, creating a lively and memorable experience for participants [3][7]. Group 3: Brand and Cultural Significance - Wuliangye's chairman emphasized the alignment of the wedding ceremony with Yibin's city spirit and the brand's brewing philosophy, promoting values of harmony and understanding in marriage [4][9]. - The custom wedding liquor "Wuliangye: Destiny Crystal" symbolizes the couple's commitment and reflects the brand's cultural essence, merging traditional values with modern celebrations [7][9]. Group 4: Future Directions and Community Engagement - The success of the event demonstrates Wuliangye's commitment to cultural innovation and tourism development, aiming to enhance the brand's cultural value and market competitiveness [9][10]. - The event is part of the "Fourth Wuliangye Harmony Culture Festival," which includes various promotional activities to engage consumers and promote the brand's cultural narrative [12].

Group 1 - Five Star Liquor has become the first Chinese liquor brand to officially appear at the 2025 Osaka World Expo, marking its entry into a high-profile international platform [1] - The company launched its "Harmony Global Tour" from the Osaka Expo, which includes the opening of its first overseas authorized experience restaurant in Tokyo and a series of cultural exchange activities [1][8] - The brand emphasizes its commitment to showcasing Chinese culture and wisdom through its participation in the Expo, aligning with the Expo's theme of "Envisioning a Lively Future Society" [3][5] Group 2 - The Osaka Expo features 158 countries and regions, with the China Pavilion focusing on themes of "Harmony between Man and Nature" and "Sustainable Development" [3] - Five Star Liquor's traditional brewing technique, known as the "1366" process, reflects a philosophy of ecological wisdom and balance with nature, resonating with the Expo's themes [5] - The company aims to deepen its international presence and promote Chinese liquor culture through various promotional activities during the Expo [7][17] Group 3 - The company has introduced a limited-time experience store at the Expo, featuring innovative cross-border products like cocktails and white liquor coffee, targeting younger consumers [12] - Five Star Liquor's international strategy includes a focus on the Japanese market, where there is a growing demand for high-quality Chinese liquor [10][12] - The brand's participation in the Expo is part of a broader strategy to enhance its cultural outreach and engage in meaningful dialogues with global consumers [8][17] Group 4 - The company supports cultural initiatives such as the "Panda Partners Global Tour" to promote Chinese culture and the unique qualities of its products [15] - Five Star Liquor aims to create a global "community of shared prosperity" through its "Harmony Global Tour," showcasing the richness of Chinese brewing culture [13][17] - The brand's internationalization efforts are driven by a dual strategy of "cultural export and local operation," enhancing its global footprint [17]

Core Insights - The 2025 Osaka World Expo will feature the theme "Imagining a Revitalized Future Society," with Wuliangye as a senior partner of the China Pavilion, engaging in various promotional activities and cultural exchanges [1][3] - Wuliangye has a long history of participation in World Expos, showcasing Chinese culture and its brand's unique charm over the past 110 years [3] Group 1: Marketing and Promotional Activities - Wuliangye launched the "Wuliangye 2025 Osaka World Expo China Pavilion Commemorative Gift Box" and held the "Wuliangye Fragrance & Harmony Taste" overseas authorized experience restaurant awarding ceremony [1][5] - The company opened a limited-time experience store at the China Pavilion, offering unique cocktails and interactive activities to engage consumers [9][17] - Wuliangye's marketing strategy includes a series of themed marketing activities across various platforms, including duty-free shops and e-commerce, to enhance brand visibility in Japan [13] Group 2: Cultural Exchange and Partnerships - The "Panda Partners Global Tour" and the "Giant Panda and Golden Monkey Cultural Art Exhibition" were supported by Wuliangye, promoting the theme of "Harmony and Coexistence" [7][19] - Wuliangye's first overseas authorized experience restaurant, "Piaoxiang," was established in Tokyo, marking a significant step in integrating Chinese liquor culture with international dining experiences [5][16] - The company aims to foster cultural resonance through innovative collaborations, such as customized menus and cocktails that blend Chinese liquor with global cuisine [14][19] Group 3: Internationalization Strategy - Wuliangye's "Harmony Global Tour" has reached over ten countries since its launch in 2023, promoting Chinese culture and the concept of "Harmony and Coexistence" [21] - The brand's internationalization strategy focuses on cultural output and local operations, aiming to connect different civilizations through Chinese elements [21] - Wuliangye emphasizes its commitment to sharing development opportunities globally, positioning Chinese liquor as a cultural bridge [21]

Core Viewpoint - The 2025 Osaka World Expo has officially opened, with Wuliangye being recognized as a senior partner of the China Pavilion, showcasing its leadership in Chinese liquor and cultural heritage to a global audience [1][4]. Group 1: Participation in the Expo - Wuliangye has deepened its involvement in the China Pavilion's theme of "building a community of life between humans and nature," launching a commemorative gift box and various marketing activities during the expo [2][10]. - The company has set up a themed pop-up store in Osaka, marking the first overseas attempt to promote Chinese liquor culture to younger consumers through innovative products like cocktails and white liquor coffee [14][16]. Group 2: Cultural Exchange and Marketing Strategy - Wuliangye has a long-standing tradition of participating in world expos, dating back to its success at the Panama International Exposition in 1915, and continues to promote Chinese brewing wisdom and cultural values [4][5]. - The company has initiated the "He Mei Global Tour" cultural exchange program, expanding its brand presence in various countries and enhancing its international marketing strategy [17][19]. Group 3: Product Innovation and Global Expansion - Wuliangye has partnered with Michelin restaurants to create unique dining experiences that blend Chinese liquor with global cuisine, enhancing its brand recognition in the high-end dining sector [10][14]. - The company aims to expand its market share by tapping into emerging channels and enhancing its international presence, particularly through cultural and experiential marketing [16][19].

Core Insights - The article highlights the innovative marketing campaign "Wuliangye Boao Month" launched by Wuliangye in collaboration with the Boao Forum for Asia, aimed at revitalizing consumer engagement during the traditional off-season for liquor sales [1][2][4] Group 1: Marketing Strategy - The "Wuliangye Boao Month" campaign runs from March 20 to April 30, leveraging the Boao Forum as an international platform to enhance brand visibility and consumer interaction [2][13] - The campaign employs a dual approach of "buy-gift + interaction," which includes offline promotions in Wuliangye stores and online engagement activities to boost sales and consumer participation [2][4] - The initiative has led to increased sales not only in Boao but also in other regions like Haikou and Sanya, marking a "mini-peak season" for the Hainan market [4] Group 2: Cultural Integration - Wuliangye emphasizes the integration of cultural elements into its marketing, using the concept of "He Mei" (Harmony and Beauty) to enhance consumer experience and brand loyalty [5][11] - The campaign features various interactive activities that reflect traditional aesthetics and creative ideas, aiming to resonate with consumers on a cultural level [5][8] Group 3: Global Expansion - Wuliangye has a long history of international marketing, having established a presence in 62 countries and regions, and is actively expanding its global footprint through strategic partnerships and marketing initiatives [12][13] - The company aims to enhance its global brand influence and market competitiveness by participating in international events and adapting to local markets [12][13] Group 4: Sales Projections - The "Wuliangye Boao Month" campaign is expected to drive a sales increase of over 20% compared to the previous year, effectively stimulating market activity during the off-peak season [13]

Core Insights - Wuliangye has deepened its partnership with the Boao Forum for Asia, showcasing its cultural heritage and innovative branding at the 2025 annual conference, marking the seventh collaboration since 2018 [3][10] - The company successfully promoted its "Harmony and Beauty" culture to global leaders and consumers through various events, enhancing brand value and international recognition [5][9] Group 1: Event Highlights - The "Wuliangye Night" welcome banquet was a highlight of the forum, where the company's vice chairman shared the cultural story of Chinese liquor through a three-glass toast [5][6] - Wuliangye's immersive experience at the event impressed international guests, featuring specially designed drinking vessels and a five-step tasting method led by professional sommeliers [7][8] Group 2: Marketing and Sales Strategy - Wuliangye leveraged the Boao Forum to reach both high-end business circles and the general consumer market, launching interactive activities and brand experience zones in key duty-free stores [8][11] - The company reported a significant sales increase during the "Wuliangye Boao Month" marketing campaign, with an expected growth of over 20% compared to previous years [8][11] Group 3: Global Strategy and Partnerships - Wuliangye has established a global marketing strategy with centers in Asia-Pacific, Europe, and America, focusing on localized operations and product diversification to meet diverse consumer needs [11][12] - The company is innovating in product offerings, such as the "Wuliang Ronnie" cocktail, which blends Chinese liquor with Italian liqueur, and is exploring collaborations with international wine producers [11][12] Group 4: Industry Leadership and Standards - Wuliangye is taking the lead in establishing international standards for Chinese liquor, aiming to facilitate its global trade and reduce technical barriers [12] - The company is actively participating in global discussions to lower tariffs on liquor, advocating for a more favorable policy environment for the internationalization of Chinese liquor [12][13]