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Chinese baijiu producer Wuliangye accelerates building world-class Chinese brand

Updated: May 16, 2023 Source: Belt and Road Portal
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Photo shows two bottles of Wuliangye baijiu at the 2023 World Brand Moganshan Conference, which was held in Deqing County of east China's Zhejiang Province from May 9 to 12.

Chinese baijiu producer Wuliangye deeply engaged in the 2023 World Brand Moganshan Conference, which was held in Deqing County of east China's Zhejiang Province from May 9 to 12, vowing to accelerate building itself into a world-class Chinese brand.

Themed "Dialogue with the World, Create a Better Future," the conference attracted over 2,500 delegates from renowned enterprises, government departments, and academic institutions at home and abroad, sharing opinions on global brand building and high-quality development.

As a representative of Chinese brands and a special partner of the event, Wuliangye shared its experience and practice at the opening ceremony of the conference.

Zeng Congqin, chairman of Wuliangye,said that in order to build a world-class brand, Wuliangye has been upholding its dedication to quality, close connection to Chinese culture and pursuit of both brand nature and innovations. It has also extracted the brand value concept centered on "harmony" to empower its brand building practice.

During the 2023 World Brand Moganshan Conference, Wuliangye also held two exclusive banquets themed on "harmony" on May 10 and 11, building a platform for deeper communications and friendship, presenting flavor and culture of Chinese baijiu and telling "harmony" story of Chinese brands.

A series of photos show the harmony-themed Wuliangye banquets held during the 2023 World Brand Moganshan Conference.

After years of dedication and efforts on brand building, such as IP marketing and participation in various high-profile international trade events, the company has seen an ever-rising brand awareness and brand value.

According to Spirits 50 2022, a brand value ranking for liquor producers compiled by British consultancy Brand Finance, Wuliangye's brand value index stood at 89.4, highest among all the brands on the list.

In the "Global 500 2022" report also by Brand Finance, Wuliangye was listed 59th among the world's top 500 most valuable brands, with a brand value of 30.29 billion U.S. dollars, registering a compound growth of 45 percent in three years, the fastest among Chinese liquor brands, and winning a top brand value rating of AAA+.

A drone light show is seen over Deqing during the 2023 World Brand Moganshan Conference held from May 9 to 12.

Apart from brand building, Wuliangye also focuses on three other major drives to facilitate its high-quality development.

The company has committed to putting ecology as a priority and promoting green development by applying green manufacturing and optimizing energy mix.

To make better products for consumers, the company has adopted full-life cycle quality management and pushed forward supply-side structural reform based on quality, flavor and health.

Corporate social responsibility has been valued by Wuliangye, as it introduced special assistance mode, connected industrial chain and built industrial cluster to contribute to rural revitalization.

Editor: Jiang Feifan