Moutai Magazine - International Edition Issue 27 SPRING 2020

27 SPRING 2020

Gao Weidong Took Over as Chairman of Kweichow Moutai Group 高衛東接任貴州茅台集團董事長

Moutai Group's 2020 "Infrastructure Construction Year" Launch Conference 茅台集團 2020 年「基礎建設年」啟動大會

Adrian Cheng: An Entrepreneur of the New World 鄭志剛專訪：新世界的創業者

The New Age of Moutai 茅台新象

The New Era

歲序更新

MEET THE TEAM

J. Tsui

CHINA KWEICHOW MOUTAI DISTILLERY (GROUP) CO., LTD.

Maotai, Renhuai City, Guizhou Province, China 564501 KWEICHOW MOUTAI CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501

Production & Advertising Sales Agent: ER HONGKONG HOLDING LIMITED Not only a renowned DJ and classical music contributor, he is also good at life style story telling. With a Master Degree in Buddhist Studies from the University of Hong Kong, he starts history research and publishes articles on the Stand News, Music Lover etc.

Samuel Siu

Room 2501, 25/F, Sino Plaza, No.255-257 Gloucester Road, Causeway Bay, Hong Kong

Tel: (852) 3580 2598 Fax: (852) 3580 2588 Publisher Francis Wong Chief Executive Officer Christine Yin Chief Executive Editor Jocelyn Chenlin Liao

As an aviation geek and travel enthusiast, Samuel Siu has visited many exotic destinations and "forbidden areas" for vintage aircraft spotting and experiencing, including Iran and North Korea. Samuel used to be an infographic designer and also worked as a renowned radio news anchor in Hong Kong, where he collected unique insights on lifestyle.

Axi

Art Director Johnny Woo Senior Project Editor Laura Su, Olivia Kwan Photographer Han Xingxi, Li Lewei Translator Billy Yung, Olivia Kwan Project PR Meng Yuan, Mocha Du Marketing Executive Nikita Wan, Candy Yeung

A renowned cultural blogger. A fan of David Bowie, hats and whisky.

His cooperation brands and organizations include Cadillac, Chanel, Montblanc, Visa, Adidas, SK II, Martel, Absolut, Oppo etc.

Advertising Enquiry Tel: (852) 3580 2598 Email: er-hk@everreliable.net

Moutai Magazine (International Edition)

Special Thanks :

is published quarterly by ER HONGKONG HOLDING LIMITED under a license

by KWEICHOW MOUTAI CO., LTD.

Reprints, copy or use of any content in this magazine whether in whole or in part, shall only be allowed with the explicit written permission of KWEICHOW MOUTAI CO., LTD. No responsibility can be taken for unsolicited texts and photographs.

The views and opinions expressed or implied in the articles do not necessarily reflect the opinions of the publisher, editors or the license holder. All contents in this magazine have been complied with the best of our knowledge, but no warranty or representation is given as to its accuracy, completeness, relevance, timeliness or otherwise.

Moutai Magazine (international edition) appears quarterly with editions published under cooperation or license in two languages.

Sponsor: Top Gainer Industrial Limited

Eternal Ascendancy

如月之升，如日之恒

"Action is the foundational key to all success."

-- Pablo Picasso Action is a bridge on the river, leading us to the desired end.

In Moutai Magazine issue 27, we will: Usher in the New Year with Moutai "Chinese New Year" Overseas Celebration Events; Review Moutai Group's 2020 "Infrastructure Construction Year" Launch Conference; Welcome Mr. Gao Weidong, the New Chairman of Kweichow Moutai Group; Look into Thoughts on the Construction of "Cultural Moutai"; Enter the New World Created by Adrian Cheng; Enjoy the Beef, Jazz and Spirits in Kobe; Stay Tipsy in the Heart of Montreal: Hotel Ambrose; And Find Joy amidst Liquor.

「行動是成功的關鍵基石。」 — — 畢加索 行動是架在河流上的橋樑，讓我們通向理想的彼岸。 本期 Moutai Magazine, 我們將：

回顧鼠年茅台「中國年」系列海外活動；

直擊茅台集團 2020 年「基礎建設年」啟動大會； 了解貴州茅台集團新董事長高衛東； 為「文化茅台建設」建言獻策；

走進鄭志剛的「智能零售」新世界； 感受神戶的牛肉、爵士樂和美酒；

微醺在安布羅斯酒店——蒙特利爾的心臟； 酒中作樂，怡然自得。

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MOUTAI MAGAZINE CO NTENT

ISSUE #27 2020

SPECIAL

10 COVER STORY The cover design of issue 27 is inspired by the Chinese chess. "Shuai (the General)" is one of the most critical pieces in the game, symbolizing that Moutai is ushering in the

key "infrastructure construction year" this year. Under the slightly slipping red cloth, the "Shuai" chess piece is unveiled, creating a mysterious atmosphere implying that Moutai is fully prepared and ready to strive for a higher goal.

本期封面的靈感來自於中國象棋。 「帥」是全局中最為關鍵的棋子之一，暗喻茅台今年迎來關 鍵的「基礎建設年」。棋子從紅布稍稍滑落的一角中露出，營造出緩緩揭開帷幕、蓄勢待發 的神秘氛圍。 8

MARCH 2020

C O NT ENT

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Usher in the New Year with the Jiang-Fragrance: 2020 Moutai "Chinese New Year" Overseas Celebration Events 辭舊迎新，醬香縈繞：2020 茅台「中國年」系列海外活動 Moutai Group's 2020 Working Conference and "Infrastructure Construction Year" Launch Conference 茅台集團 2020 年工作會暨「基礎建設年」啟動大會 Gao Weidong Took Over as Chairman of Kweichow Moutai Group 高衛東接任貴州茅台集團董事長

36

10 18 26

"The Showroom PLUS of Cultural Moutai" 「文化茅台體驗館 +」

30

Thoughts on the Construction of "Cultural Moutai" 關於文化茅台建設的思考

36

ETIQUETTE 禮 Adrian Cheng: An Entrepreneur of the New World 鄭志剛專訪：新世界的創業者

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52

Three Treasures in Kobe: Kobe Beef, Jazz and Spirits 神戶不只有神戶牛，還有爵士樂和酒

42 52

Find Joy amidst Liquor 酒中作樂

60

Stay Tipsy in the Heart of Montreal: Hotel Ambrose 安布羅斯酒店：在城市的心臟裡微醺

64

Aman's Healthcare Regimen 安縵的養生療法

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Moutai on the World Map 茅台在全球

78 MOUTAI MAGAZINE

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Usher in the New Year with the Jiang-Fragrance 辭舊迎新，醬香縈繞

2020 Moutai "Chinese New Year" Overseas Celebration Events 2020 茅台「中國年」系列海外活動 10

MARCH 2020

NATURE 天

MOUTAI MAGAZINE

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A

t the beginning of a new year, everything takes on a completely new look. For Chinese compatriots

living or working overseas, when the Chinese New Year is approaching, their homesickness will be much stronger as the New Year vibe gets more intense. Today, as Moutai, a proud national brand,

gradually goes abroad and global, it also commits to bringing comforts to the overseas Chinese, smoothing their unsettling nostalgia. Since the first implementation of Moutai "Chinese New Year" overseas promotional events,

our Chinese friends overseas have all been looking forward to this activity which combines fine liquor from China and customs of a traditional festival, hoping to have a taste of the hometown flavour hidden in Moutai liquor and to experience the festive atmosphere from the distant home.

This year, Moutai respectively went to North America, Northern Europe, Southern Europe, Africa and

Asia, etc., starting a new round of Moutai "Chinese New Year" overseas events of the year of the rat with local

distributors, using the fragrance of Moutai as a medium to spread the culture and customs of the Chinese New Year to the whole world.

新年伊始，萬象更新。每當年關將至的時刻，對於身處異國他鄉的海外遊子而言，年味兒愈濃，思鄉的情愫便愈烈。如今，

隨著茅台走出國門，逐漸邁向全球，也致力於為海外華人華僑帶去了慰藉，撫慰著他們無處安放的鄉愁。自茅台「中國年」系 列海外行銷活動開展以來，海外遊子們便紛紛翹首以盼這一中國傳統佳釀與傳統節日相結合的活動，希望在新春佳節之際，品 嘗茅台酒中蘊藏的家鄉味道，感受故鄉的節慶氛圍。

今年，茅台攜手各國經銷商，分別來到北美洲、北歐、南歐、非洲和亞洲等地，開啟了鼠年新一輪茅台「中國年」系列海外活動，

讓中國新春年節文化、人文習俗伴隨著茅台酒香傳播到了世界各地。

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NATURE 天

North America: Canada Toast to the Strong Nostalgia for Home 北美洲：茅台酒暖貴黔心，加國共敘故鄉情 "2020 Tianxia Guizhou Ren Spring Festival Gala"

exclusively sponsored by Moutai was grandly held in

Toronto, Canada, promoting the internationalization of

America, Don delivered exquisite Moutai cocktails by

mixing Moutai's Jiang-fragrance liquor with fresh rum

and adding the unique Fernet-Branca as well as cranberry

juice. Fellows from Guizhou and foreign friends who had a taste of the oriental flavour all enjoyed its uniqueness and

mouth-feel so much.

Aiming at enhancing the national sentiments of Chinese

compatriots home and abroad, Moutai has been serving as

Moutai while warming Guizhou people and friends' hearts.

a platform to present Chinese national customs and culture

The event gathered over 400 Guizhou fellows travelling

between China and Canada.

It was the first time for the gala to be held outside of China. from all over the world. They hung lanterns, wrote Spring

Festival couplets and tasted Moutai together, expressing

to friends overseas and promote the friendly relations

由茅台獨家冠名的「2020 天下貴州人春節聯歡晚會」第一次

their love to their hometown in the heated New Year vibe.

走出國門，在加拿大多倫多隆重舉行。在推動茅台國際化的同時，

Han Tao, Consul General of the People's Republic of

州鄉友歡聚一堂，掛燈籠、寫春聯、品茅台，在濃濃的年味兒之中，

The gala was highly valued by both China and Canada.

China in Toronto, presented at the gala with greetings

and blessings from China. Several important politicians

也用家鄉的酒溫暖了貴州鄉友的心。來自世界各地的 400 餘位貴 暢敘鄉情。

晚會受到了中加兩國的高度重視。中國駐多倫多總領事韓濤

also addressed speeches at the gala representing Canada,

到會祝賀，獻上了來自祖國的問候與祝福。加拿大聯邦參議員胡子

and Han Dong MP, members of Canada's Parliament, David

文斌、彭錦威、David Piccini 等政界人士代表加拿大致辭。晚會

including Canadian senator Victor Oh, Majid Jowhari MP

Piccini, Vincent Ke and Billy Pang, members of Legislative

Assembly of Ontario. Besides the guests at the scene, some other honoured guests and celebrities also sent their New

Year blessings through videos, such as Ye Xiaowen, Deputy

修，加拿大國會議員馬萬里、董晗鵬，加拿大安大略省議會議員柯 還通過視頻為加拿大貴州鄉友送上了全國政協文化文史和學習委員 會副主任葉小文，中國科學院院士歐陽自遠，中國著名歷史學家陳 祖武，肖裕聲將軍和著名歌唱家戴玉強、龔琳娜等的新春祝福。

除此之外，茅台還邀請到了同為茅台愛好者、創造了三十多

Director of the CPPCC Cultural History and Learning

項獨家雞尾酒配方的獲獎調酒師 Don，為來賓們調製茅台雞尾酒。

of Sciences, Chen Zuwu, a renowned Chinese historian,

清新的朗姆酒混合，再添加獨特的費厄奈特布蘭卡苦酒、蔓越莓果

Committee, Ouyang Ziyuan, President of Chinese Academy General Xiao Yusheng and famous singers Dai Yuqiang, Gong Linna.

Moutai also invited Don, a fan of Moutai and an award-

winning bartender who invented over 30 original cocktail recipes, to make Moutai cocktails for the guests. Utilising the particular technique of cocktail-making from North

Don 利用北美獨有的調製方式，將香醇濃郁的茅台醬香系列酒與 汁，調製出了一杯杯精美的茅台雞尾酒。貴州鄉友以及慕名而來的 外國友人們，紛紛嘗試這來自東方的瓊漿玉露，表示茅台酒的獨特 醬香與醇厚口感，讓人流連忘返。

茅台以增進祖國同胞與海外華人華僑的民族情感為宗旨，將

中國的民族風貌與文化風情展示給海外友人，力爭推動中加兩國友 好關係的進一步發展。

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NORWAY Northern Europe: Norway The Wave of Jiang-Fragrance Flowed into the Chinese Spring Festival Gala 北歐：茅台為挪威華人春晚注入「醬香風潮」

"2020 Chinese Spring Festival Gala in Norway" was held

in Oslo Concert Hall. Moutai joined hands with "Moutai

Norway As", the local distributor, to bring a wave of Jiangfragrance into the event.

Over 150 honoured guests showed up at the scene

and delivered their truthful blessings, enjoying the fine

liquor and the moment of union with people from China

to present a wonderful performance to the audience from

China and Norway, showing the greatness and profoundness of Chinese culture in all dimensions.

Everything was successful as Ambassador Yi Xianliang

concluded in the event: "The annually-held Chinese Spring

Festival Gala is a grand occasion among Chinese community in Norway. The great support from Moutai for the event

also let friends and fellows from Norway see the cultural

confidence and development tendency of such a national brand."

「文化中國·中挪同春 2020 挪威華人春節聯歡晚會」活動在

and Norway. The guests included Yi Xianliang, Chinese

奧斯陸音樂廳舉辦。茅台攜手挪威經銷商 Moutai Norway As 為

Minister of Digitalisation in Norway, Dagfinn Høybråten,

先良，挪威數字化事務大臣阿斯特魯普、前衛生大臣赫布羅滕，以

Ambassador to the Kingdom of Norway, Nikolai Astrup,

Former Minister of Health and Care Services in Norway and representatives from embassies of nearly 30 countries in Norway.

Moutai tailor-made two cocktails called "Moutell" and

此次意義非凡的活動注入了一陣「醬香風潮」。中國駐挪威大使易

及近 30 國駐挪威大使館代表等 150 余位嘉賓出席了酒會現場，為 當地友人送去來自中國的祝福，也帶領中挪民眾共品佳釀、享受團 圓。

茅台亦為此次酒會量身打造「茅爹利」和「茅利是」兩款茅

"Mou-Lucky". The sweet fruity flavour and the mellow

台雞尾酒。甜美細膩的果香與白酒的剛醇碰撞出了絢麗的火花，美

by layers and lingered on the tips of the guests' tongues with

賓們的舌尖，久久不能散去。色彩豔麗的茅台雞尾酒與琳琅滿目的

liquor flavour collided perfectly. Their tastes were built up

a smooth mouth-feel. The perfect match of these colourful Moutai cocktails and dazzling delicious food served in

酒入口，茅台雞尾酒層次豐富的醇香、細膩順滑的口感便綻放于嘉 簡餐美食相搭配，為嘉賓們奉上了一場醬香馥鬱的饕餮盛宴。

酒至酣處，一場聲勢浩大的中挪華人春節聯歡晚會在眾人的

the event brought out a grand feast surrounded by Jiang-

矚目之中拉開了帷幕。晚會現場眾星雲集，湖南衛視主持人汪涵、

After a few drinks, the Chinese Spring Festival Gala

藝界名流，百余名來自挪威的華僑華人以及挪威藝術家彙聚一堂，

fragrance to the guests.

finally kicked off in the spotlight, which was attended by a

cluster of celebrities such as Wang Han and Wang Haoyang,

TV hosts from Hunan Satellite TV, the famous Chinese figure

王昊暘，中國花樣滑冰運動員張丹，鄭雲龍、平安、王凱等中國演 將一台精彩紛呈的演出呈現給廣大中挪民眾，令現場觀眾全方位領 略到了中華文化的博大精深。

正如中國駐挪威大使館大使易先良在活動中提及：「一年一

skater Zhang Dan, singers including Zheng Yunlong, Ping

度的華僑華人春節聯歡晚會是旅挪僑界的一件盛事，茅台對此次活

in Norway and Norwegian artists. They gathered together

品牌的文化自信與發展態勢。」

An and Wang Kai, as well as over 100 Chinese compatriots

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動提供的大力支持，更充分讓挪威友人、華人華僑看到了中國民族

NATURE 天

Southern Europe: Greece The Odour of Moutai Spread through Athens 南歐：「茅香」彌漫雅典，掀起中國風潮

Moutai "Chinese New Year" overseas event arrived

at Athens, the capital of Greece. Zhang Qiyue, Chinese

Ambassador to Greece, Lina Mendoni, Minister of Culture and Sports in Greece, Apostolis Dimitropoulos, Secretary General for Higher Education in Greece, Wang Dingguo, Deputy Director of Chongqing Culture and Tourism

Development Committee, Ren Ren, Director of China

Cultural Centre, all attended the event and greeted the Chinese New Year along with more than 400 Chinese

compatriots and foreign friends from all sectors of society in Greece, representatives of Chinese institutions and

overseas students while enjoying the fine liquor from China.

On that very day, enchanting Jiang-fragrance kept

coming out of the booth elaborately set up by Moutai

which contrasted finely with other booths with Chinese characteristics. The combination of the mellow Moutai liquor and delicate Chinese food not only enabled our

Chinese compatriots overseas to have a taste of home, but also demonstrated the food culture representing

characteristics and customs of the Chinese nations to

茅台「中國年」系列海外品牌活動來到希臘首都雅典。中國

friends in Greece, guiding them to explore and experience

駐希臘大使章啟月，希臘文化和體育部部長 Lina Mendoni，希臘

off. The performances on stage brought folk customs of

發展委員會副主任王定國，雅典中國文化中心主任任刃均蒞臨活動

"a bite of China". As the night fell, the gala officially kicked Sichuan and Chongqing regions to Greece such as singing

performance "Xiajiang Ballad", dance performance adapted from poetry of the Tang Dynasty "Night Rain in Sichuan"

教育部高教秘書長 ApostolisDimitropoulos，重慶市文化和旅遊 現場，與 400 餘位希臘社會各界友好人士、旅希華僑華人、中資 機構和留學生代表一同品鑒中國佳釀，共迎中國新年。

活動當天，茅台精心設立於現場的展位，散發著陣陣迷人醬香，

and dance performance combined with elements from

與各類極富中國特色的展位相映成趣。香醇的茅台美酒與可口的中

Chinese culture and its unique charm to the audience.

之味」，同時也向希臘友人展示著代表中華民族個性與傳統的飲食

Sichuan opera "Buffoon", showing the quintessence of

"All great ancient civilizations were similar to each other,

familiar with each other and close to each other." These three phrases accurately described the deep friendship

between China and Greece, two of the major nations with

an ancient civilization, which also specified the objective of promoting the interflow and mutual learning between two

國美食相搭配，讓身處異國他鄉的華人華僑品嘗到了地道的「家鄉 文化，帶領他們一同探索、體驗舌尖上的中國與中華文化。當晚，

萬眾矚目的「跨國春晚」隆重舉行。充滿著川渝風情的《峽江情歌》、 根據唐詩《夜雨寄北》改編的舞蹈《巴山夜雨》、川劇風格濃厚的 舞蹈《丑角》等節目悉數登場，為現場觀眾呈現了中華國粹的獨特 魅力。

「偉大的古老文明都是相似、相知、相親的。」六字箴言，

countries for national brands like Moutai. This time, Moutai

道出了中希兩個文明古國源遠流長的深厚友誼，也明確了茅台等中

understanding to Chinese culture and provoke the national

年」活動進一步加深了希臘友人對於中華文化的瞭解，激發了旅希

"Chinese New Year" event managed to enhance Greeks' sentiments from Chinese fellows in Greece.

國民族品牌持續推動兩國文化交融互鑒這一目標。此次茅台「中國 華人華僑的民族情感。

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NAMIBIA Africa: Namibia Enjoy the Cultural Feast with Moutai 非洲：茅台與納米比亞民眾共襄文化盛宴

Upon the 30th anniversary of the establishment of

diplomatic relations and the beginning of comprehensive political mutual trust and all-dimensioned strategic

cooperation between China and Namibia, the Embassy of

the People's Republic of China in the Republic of Namibia, Chinese Ministry of Culture and Namibian Ministry of Foreign Affairs jointly organised the unprecedented

"Chinese Spring Festival Gala 2020 Namibia". Cooperating with the local distributor, Moutai successfully brought folk customs of the Chinese New Year to Namibia and presented Moutai's high-end quality, cultural

connotation, development trend and the concept of social responsibility to both Chinese and Namibian people.

Zhang Yiming, Chinese Ambassador to the Republic of

Namibia, Netumbo Nandi-Ndaiwah, Deputy Prime Minister

of Namibia, Namibian Minister of Finance Calle Schlettwein and wife, Minister of Trade and Industry Tjekero Tweya,

Zhang Yiming thoroughly introduced Moutai as a proud

national brand from China, including its brand value and

inheritance value as an intangible cultural heritage as well as all international awards it obtained in the past years.

On the stage, the brilliant performances performed

by the musical and opera artists from China won endless applause from the audience. The Chinese-accent audio-

visual feast up there and the mellow Moutai liquor under the stage enhanced each other's beauty, bringing out a

grand cultural feast integrating visual enjoyment, audio

enjoyment and taste enjoyment to local friends and Chinese compatriots. The Chinese culture embedded in Moutai

quietly soaked into hearts of the guests like spring rains,

and aroused our local Chinese fellows' emotional resonance.

值 2020 年中國與納米比亞建交 30 周年及兩國開啟全面政治

Minister of Land Reform Nujoma Utoni and wife all

互信和全方位戰略合作之際，中國駐納米比亞大使館、中國文化部、

such as the President of Namibia Association of Industrial

節晚會」。茅台攜手納米比亞經銷商成功將中國新春佳節的民俗風

attended the gala. Some other well-known public figures

and Commercial Enterprises as well as heads of large-scale

central enterprises and state-owned enterprises which took part in the construction of "The Belt and Road Initiative" in South Africa merrily got together to enjoy Moutai and

the joyous Chinese New Year. During the gala, Ambassador

納米比亞外交部聯合舉辦了一場盛世空前的「納米比亞華人華僑春 情帶入了納米比亞，更將茅台品牌的高端品質、文化內涵、發展態 勢以及社會責任理念呈獻給中納民眾。

中國駐納米比亞大使館張益明，納米比亞副總理 Netumbo

Nandi-Ndaiwah，納米比亞財政部部長 CalleSchlettwein 及夫人， 納米比亞貿工部長，納米比亞土地改革部部長及夫人，納米比亞工 商企業協會會長等大批社會名流，以及參與南部非洲「一帶一路」

開發建設的大型央企、國企領導歡聚一堂，一同品鑒中國醬香佳釀， 體驗中國年的喜慶祥和氛圍。活動中，中國駐納米比亞大使館張益 明更親自就茅台這一中國民族品牌、非物質文化遺產的品牌價值、 傳承價值及歷年獲得的各項國際殊榮等向與會嘉賓作了詳細介紹。 舞臺上，來自中國的歌舞劇藝術家帶來的精彩紛呈的演出引

得嘉賓們喝彩聲不斷。舞臺之下，醬香馥鬱的茅台美酒，則與極具 中國風韻的視聽盛宴交相輝映，為當地友人及華人華僑們帶去了一 場集視覺、聽覺、味覺享受于一體的文化盛會。茅台酒中蘊藏的中 華文化仿若春風細雨般悄無聲息地浸潤著嘉賓們的心田，勾起了當 地華人華僑們的情感共鳴。 16

MARCH 2020

SINGAPORE NATURE 天

Asia: Singapore Moutai Encountered the Art of Folk Songs and Dances 亞洲：茅台在新加坡邂逅民族歌舞藝術

Moutai "Chinese New Year" overseas promotional event

Meanwhile, depending on the form of event integrating

came to Singapore to celebrate the Chinese New Year with

tradition and innovation, Moutai successfully demonstrates

with a high-standard concert gathering a number of

cultures. In virtue of the cultural attribute in baijiu from

local friends and fellows, composing a beautiful movement renowned artists and art groups which integrated the art

from China and Singapore. With the theme "The Night of Folk Songs and Art Songs", the concert incorporated the

rich fragrance of Moutai liquor and the art performances

filled with the Chinese style, presenting a harmonious and passionate festive ceremony to all the guests.

In the event, artists from China and Singapore took turns

to deliver excellent performances of traditional music with

and promotes the quintessence of Chinese national

China, Moutai breaks down cultural differences with a

small cup of mellow liquor. Through the illustration of the brand culture and characteristics, Moutai enables

global friends to experience the ancient civilization of

China with its fragrance. "Cultural Moutai" also becomes the impression of China in many foreign friends' minds,

guiding the world to savor the mysteries in Chinese culture.

茅台「中國年」海外系列活動來到新加坡，以一場集結了眾

their exquisite skills, revealing the mysterious charm of

多著名藝術家和藝術團體的高水準音樂會，奏響了中新藝術、文化

The tasting of Moutai cocktails also enhanced the

會以「民歌、藝術歌曲之夜」為主題，將茅台醇厚的酒香與各類極

Chinese traditional music.

cultural charm of the Chinese nation at the scene. Moutai joined hands with two well-known bartenders to tailormake two rich-flavoured Moutai cocktails respectively named "Eastern Immersion" and "Tea Nostalgic". The

Moutai cocktails maintained the special aroma of the Jiangfragrance liquor, teasing the guests' tongues with the rich

交融的樂章，帶領著當地友人及華人華僑共迎新春佳節。此次音樂 具中國風韻的歌舞藝術表演相結合，為與會嘉賓呈現了一場祥和、 熱烈的春節盛典。

活動現場，來自中國和新加坡的藝術家們輪番上陣，憑藉精

湛的實力，為嘉賓們呈現了一台台精彩的傳統音樂表演，使得中華 傳統音樂文化的魅力彰顯無遺。

此次活動的茅台雞尾酒品鑒環節更為現場注入了濃郁的中華

mouth-feel. Their colourful appearances also attracted more

文化韻味。茅台攜手兩位知名調酒師，精心調製了「東方風情」與

reviews from the guests, who sincerely hoped that Moutai

醬香佳釀的獨特韻味，以豐富的口感挑逗著嘉賓們的味蕾，其斑斕

guests to stop and have a taste. The cocktails earned superb could merge more into their daily lives so that more people from Singapore would be able to experience the ingenuity and uniqueness of the Chinese culture through Moutai.

The beautiful music held the power of mesmerising the

audience and the mellow Moutai liquor endured an endless

「古色古香」兩款口味豐富的茅台雞尾酒。茅台雞尾酒保留了中國 的色彩與精緻的外觀造型更是吸引了眾多嘉賓駐足品嘗。嘉賓們對 茅台雞尾酒給予了極高的讚譽，表示非常希望茅台酒能夠融入他們 的日常生活之中，讓更多新加坡民眾能通過茅台酒感受到中國醬香 佳釀的匠心獨運與中華文化的獨特韻味。

曼妙的音樂讓人沉醉其中，茅台醬香美酒更令人回味無窮。

aftertaste. Upon the concert "The Night of Folk Songs and

值此「民歌、藝術歌曲之夜」音樂會舉辦之際，茅台美酒與傳統音

perfect encounter in Singapore, showing the charm of the

呈現了中國傳統佳節的人文風俗。

Art Songs", Moutai liquor and traditional music made a

Chinese culture and art as well as the customs of Chinese traditional festivals to the local friends.

As Moutai "Chinese New Year" overseas promotional

events gradually expand globally, the customs of Chinese

樂在新加坡完美邂逅，向當地友人展示了中國文化、藝術的魅力，

隨著茅台「中國年」系列海外行銷活動逐漸佈局全球，中國

傳統節日民俗伴隨著白酒文化於全球掀起了一場經久不散的浪潮，

茅台醬香隨著無數中國人對家鄉的思念和對傳統的堅守，飄香世界。 與此同時，茅台依託傳統與創意兼備的活動形式，向海外友

traditional festivals started an enduring trend all around

人闡釋中國民族文化的精髓，弘揚中華文化；借助中國白酒所具備

the nostalgia of countless overseas Chinese and their

茅台品牌文化特徵的闡釋，讓各族友人在酒香中感知源遠流長的華

the world along with the baijiu culture. In the wake of

persistence in inheriting the traditions, the Jiang-fragrance of Moutai liquor spreads all over the world.

的文化屬性，以一杯醬香佳釀打破文化差異所產生的桎梏；通過對 夏文明。「文化茅台」也成為國際友人銘記于心中的中國印象，引 領著世界品讀中華文化的奧秘。

MOUTAI MAGAZINE

17

18

MARCH 2020

NATURE 天

Moutai Group's 2020 Working Conference and "Infrastructure Construction Year" Launch Conference 茅台集團 2020 年工作會暨 「基礎建設年」啟動大會 MOUTAI MAGAZINE

19

O

n the first working day of the new year, Moutai

(Deputy General Managers), Duan Jianhua (General

conference and the "Infrastructure Construction

Zhengqiang and Liu Gang (Deputy General Managers of

Group immediately held the 2020 working

Year" launch conference, reviewed and summarized the

achievements and experience of the past year, arranged and deployed the work in 2020, and solidly promoted the "Year of Infrastructure Construction" and other important work

to ensure Moutai's stable and long-term development. The

biggest difference between this conference and the previous

Counsel), and Wang Li (Chief Engineer), as well as Zhong Kweichow Moutai Co., Ltd.) attended the conference.

Cracked the "Hard Nut" and Hit the "100 Billion" Mark In the conference, six "most" were summarized to

ones was that Moutai had achieved "100 billion" this time.

fully commend the work in 2019: "the most important

history, it was of great significance to hold such an annual

most worth summarizing", "the most outstanding

At this landmark node destined to be recorded in Moutai's

working conference that was the largest in Moutai's history.

In this special historic node, the convening of such

a large-scale conference was mainly to hope that more cadres and employees could directly participate in it, share the joy of success, and stand on a new historic starting point, plan for the future with the same

mind, and work together to open a new chapter.

Moutai Group General Manager Li Jingren made

"Moutai Group's 2020 Work Report" on behalf of the

management team. Deputy Party Secretary Wang Yan presided over the conference. Zhang Ruibin and Li

Weixi (Outside Directors), Yang Jianjun (Deputy General Manager), Zhuoma Cairang (Secretary of Discipline

Inspection Commission), Yang Daiyong, Liu Daneng 20

MARCH 2020

and the most historic", "the most precious and the

and the most commendable". "In the past year, we have cracked many 'hard nuts', solved many new

problems, and accomplished a series of important and difficult tasks. We have hit the '100 billion' mark."

The most important and the most historic were three

milestone moments in the history of Moutai's development: On March 29, the market value of Kweichow Moutai

exceeded one trillion RMB; on June 26, the stock price of Kweichow Moutai was over 1,000 RMB per share;

on December 31, Moutai Group's revenue reached 100 billion RMB. In addition, in mid-December, Moutai

was also listed in the Top 10 Annual Model Brands in

China's 2019 "Brand Power" Ceremony, and ranked 11th

among the top 100 enterprises on the list of "China Brand

NATURE 夊 Development Index" published by the People's Daily.

The most precious and the most worth summarizing

was that when facing series of changes brought about by team adjustment, special rectification, and marketing

reform, the entire Moutai team had always maintained a very powerful political and working determination,

achieving scientific analysis, precise implementation, proper response and effective disposal. "It turns out that Moutai people have the ability and confidence to anticipate, plan, implement, and succeed in any situation, regardless of difficulties and pressures."

The most outstanding and the most commendable

was that Moutai as a whole had maintained and achieved a good situation of reform and development: It had

maintained a stable overall situation, changed into a new pattern, and grasped the whole area of development.

According to "Moutai Group's 2020 Work Report", in

2019, the operating revenue reached 100.3 billion RMB with a year-on-year increase of 17%; the total industrial output

value reached 95 billion RMB with a year-on-year increase

of 16%; the added value reached 99 billion RMB with a yearon-year increase of 16%; the net profit reached 46 billion

RMB with a year-on-year increase of 16%; the tax revenue reached 41.6 billion RMB with a year-on-year increase

Li Jingren also used six "new" in his report to

summarize Moutai Group's work in 2019: The scale and strength had reached a new level; rectification had promoted new governance; deepened reform

had released new momentum; systematic measures had improved new capabilities; public relations

harmony had created a new environment; and results sharing had demonstrated new achievements.

Moutai's changes had sent a signal to the outside

world: Although the world economic growth continued to slow down and the downward pressure on the

domestic economy increased, Moutai adhered to the

main line of pursuing progress while ensuring stability throughout the whole process. Based on building a

better environment, Moutai has formed new growth

and enhanced development capacity. Its path of high-

quality development would become increasingly wider and its foundation would be increasingly stronger.

Actively Make Adjustments, Solidify the Foundation, and Progress Along the New "Long March" 2020 is the first year for Moutai to embark and climb again

of 8%, and the annual target plan was fully completed.

after it reached the "100 billion" level. It is about to open a

past year. Facing complicated situations, Moutai upheld

It will also face new circumstances, new opportunities and

"Stability" was the main line of Moutai's work in the

the underlying principle of pursuing progress while

ensuring stability as well as the new concept of high-

quality development, achieving stable production, stable

new chapter, start a new journey and pursue a new dream.

new challenges. In this context, "Where to go and how to go" for Moutai will become a new topic for all Moutai people.

"The Central Conference on Work Relating to

market, and stable popularity. The output of Moutai base

Economics used one word 'stability', three 'direction'

past 30 years, the quality was stable and controllable, and

quantity and steady improvement in quality', providing

liquor was higher than the historical average level of the

the overall output and quality were stable and improving, with the best achievements in the past five years.

Reviewing the past year, the most important thing was

that 10 key tasks had been handled properly: The first was the overall improving of Moutai liquor's production and

and four 'must', especially for 'reasonable growth in

us with a fundamental path and method to do well in

the work of the whole year." The key to Moutai was to

stabilize mind and pace, find the right way, move forward pragmatically, and progress along the new "Long March".

"Fundamentally, whether a brand can maintain

quality; the second was the solid advancing of the special

stable and long-term development is not about how high

implementation of the "3-Year Action Plan for Planning

unrealistic, and irresponsible to require a "100-billion-

rectification and marketing reform; the third was the orderly and Construction"; the fourth was the development of

some subsidiaries and the gradual improvement of the

environmental protection and safety shortcomings; the fifth was the repeated calculation and upgrade of the "Moutai"

it can reach, but how pragmatic it is." It is irrational,

level" enterprise to keep a long-term growth rate of about 30%. What Moutai needed was normal, sustainable and healthier development, not ebb and flow.

"Therefore, in 2020, it is more important for Moutai

trademark; the sixth was the brand slimming from "Double

to lay a solid foundation. We must be sober and rational

for the construction of "Cultural Moutai"; the eighth was

scientifically." It was pointed out that the purpose of

Ten" to "Double Five"; the seventh was the start exploration the start operation of the Moutai Research Institute; the

ninth was the clear proposal for the "Year of Infrastructure Construction"; the last was the start construction of high

standard planting demonstration base for organic sorghum.

enough to think carefully and plan our work of this year actively adjusting and consolidating the foundation was

not to stall, but to walk more steadily, better and further.

Based on this, the CPC Committee of Moutai Group has

identified 2020 as the "Year of Infrastructure Construction" MOUTAI MAGAZINE

21

and put forward the work keynote of "preparing for

danger in times of peace to achieve long-term stability".

According to the conference, the overall requirements

for Moutai's work in 2020 are: Firmly grasp the

full development; focus on enhancing development capabilities and strengths; and put environmental

protection and safety work in a more important position.

"The 'Year of Infrastructure Construction' activity is the

requirements of "positioning, orientation, slimming,

top priority of the new year's work, and must be carried

and improve Party building, comprehensively focus

should make overall arrangements, comprehensively

standardization and reform", continuously strengthen on strategic research, comprehensively speed up the

construction of "Cultural Moutai", follow the idea and

principle of "growing moderately and reasonably, focus on

infrastructure construction, and optimize the development environment", coordinate reform and development,

production and operation, project construction as well as

out throughout the year." It was emphasized that Moutai implement policies, clarify the task list, enforce work responsibilities, and implement the work properly, strive to form a more standardized, scientific and

efficient modern corporate governance system, and

continuously improve governance capacity and level.

Since last year, "Cultural Moutai", as an open proposition,

other work. With the achievements of more prominent

has aroused strong responses from all walks of life. After

quality, more adaptive market system as well as more

definition of the "Cultural Moutai" strategy, with higher

leadership of Party building, more stable production and effective basic management, Moutai will promote its stable and long-term development, and truly implement the

concept and requirements of high-quality development.

In his speech, Li Jingren revealed Moutai's main

expected goals for this year: To achieve revenue of 110 billion RMB with a year-on-year growth of 10%; total

industrial output value of 102.7 billion RMB with a yearon-year growth of 8%; added value of 108 billion RMB

with a year-on-year growth of 9%; net profit of 50.5 billion RMB with a year-on-year growth of 10%; and tax revenue of 45.5 billion RMB with a year-on-year growth of 9%. To

one year's thinking and practice, Moutai has a more precise standing and more new expressions. "The concrete work for the construction of 'Cultural Moutai' must be started and implemented this year, with real results." "Cultural Moutai" is not a simple collection of Moutai culture. It is necessary to explain clearly and thoroughly what is

"Cultural Moutai" as soon as possible, guide everyone from "what is Cultural Moutai" to "what can be done for Cultural Moutai", promote the inheritance and innovation of

"Cultural Moutai", constantly enrich and solidify "Cultural

Moutai", and form effective feedback and beneficial output.

Lately, many enterprises and entrepreneurs have been

complete liquor production of 150,000 tons, liquor sales

willing to come to Moutai to exchange, communicate and

RMB. To achieve the safe production target of "double 100,

phenomenon. Therefore, it is necessary to earnestly

of 142,000 tons, and project investment of 10.62 billion

double 0, and three low", and ensure that environmental

protection meets the requirements of national regulations.

"The work in the new year is not only full of challenges, but also more opportunities." Li Jingren said that the

main expected goals set by Moutai were concentrated on

make friends with Moutai, which is a great and delightful seize this opportunity, strive to improve the ability to

grasp and control the entire market, keep a low profile

and make more friends, and gather more resources and connections for the long-term development of Moutai.

To be specific, it is necessary to look at the long-term

the idea and principle of "stability", which were in line

perspective, take "strengthening, refining, and persisting"

long as we work hard and pragmatically together, and

plan Moutai's development in the post-100-billion era.

with the current development situation of Moutai. "As

make the best use of the situation, we will certainly be able to achieve the goals and tasks of the whole year."

What Moutai Will Do after the "100 Billion" Threshold Focusing on the overall requirements and target

arrangements for the work in 2020, Moutai was proposed to focus on seven aspects of work: highlight the "Year of

Infrastructure Construction"; comprehensively speed up

as Moutai's unique development path, and scientifically On the other hand, based on the current situation,

it is necessary to study and solve the bottleneck that

restricted Moutai's development. "In the future, we should give more prominence to the unique characteristics of Moutai and cultivate long-term enterprise advantages.

We must not blindly follow the trend, take the road of

homogeneity, and lose ourselves. Always remember that

Moutai is a factory, not a park or a pure tourist attraction.

Industrial tourism is just a supplement, not a priority."

Looking into the future, Moutai put environmental

the construction of "Cultural Moutai"; comprehensively

protection and safety work in a more important position. It

good use of new mechanism of market work and release

of environmental protection, and go all out to protect

manage production and strictly control quality; make

new momentum; build a new pattern of balanced and 22

MARCH 2020

is necessary to firmly establish a broad sense and concept the liquor-making ecological environment of Moutai.

NATURE 天

營業收入 OPERATING REVENUE

At the same time, Moutai people should continue to pay attention to the changes in the external environment,

timely take measures to handle and solve any problem

unfavorable for its development, ensuring safe, stable, and healthy development with controllable risks.

In the report, Li Jingren arranged and deployed

11 aspects of Moutai Group's work in 2020, including

"Year of Infrastructure Construction", "Cultural Moutai"

construction, production and quality, market work, reform and innovation, infrastructure construction, balanced and

full development of subsidiaries, safe production, ecological

governance, social responsibility, and conduct construction.

In order to implement the spirit of the conference and

ensure the completion of all goals and tasks throughout end of the conference: First, quickly organize, convey, and learn the spirit of the conference, unify ideas and

gather consensus; second, conscientiously break down the tasks to ensure orderly progress; third, enforce

responsibilities level by level to ensure implementation.

Wang Yan said that in 2020, Moutai would work hard attitude, and spare no effort to form a stronger joint

working force, and promote all work to a higher level.

酒類銷量

Tons

LIQUOR SALES

142K

Tons

Billion RMB

8%

ADDED VALUE

MOUTAI'S MAIN EXPECTED GOALS

150K

TOTAL INDUSTRIAL OUTPUT VALUE

增加值

together with more enthusiasm as well as more vigorous

酒類產量

工業總產值

102.7

the year, Wang Yan put forward three suggestions at the

LIQUOR PRODUCTION

110

10%

Billion RMB

108 50.5

9%

淨利潤

Billion RMB

NET PROFIT

實現稅收

Billion RMB

10%

TAX REVENUE

45.5

Billion RMB

9%

MOUTAI MAGAZINE

23

新

年的第一個工作日，茅台集團馬不停蹄召開 2020 年 工作會暨「基礎建設年」啟動大會，回顧總結過去一

年取得的成績和經驗，安排部署 2020 年工作，扎實

推進「基礎建設年」等重要工作，確保茅台發展行穩致遠。這次會議， 與以往最大的不同，是茅台實現了「千億」，在這一註定載入茅台 史冊的標誌性節點，召開史上規模最大的年度工作會，意義非凡。

在這一特殊的歷史節點，召開如此規模的大會，主要是希望

讓更多的幹部員工，直接參與進來，分享成功喜悅，站在新的歷史 起點上，同心同德謀劃未來，群策群力開啟新篇。

茅台集團總經理李靜仁代表經營班子作《茅台集團 2020 年工

作報告》，黨委副書記王焱主持會議，外部董事張瑞彬、李為熹， 副總經理楊建軍，紀委書記卓瑪才讓，副總經理楊代永、劉大能， 總法律顧問段建樺，總工程師王莉，茅台酒股份公司副總經理鐘正 強和劉剛出席會議。

啃掉「硬骨頭」，摘下「千億」大桃子

會議中用 6 個「最」字對 2019 年的工作給予了充分肯定：「最

為重要、最當記載」「最為難得、最當總結」「最為突出、最當肯

定」。「過去一年，我們啃掉了許多『硬骨頭』，破解了諸多新難題， 辦成了一系列大事要事難事，把『千億』這顆大桃子摘下來了。」

最為重要、最當記載的是，茅台發展史上具有里程碑意義的

三個重要時刻：3 月 29 日，貴州茅台市值超萬億；6 月 26 日，貴

州茅台股價上千元；12 月 31 日，集團營收實現千億目標。此外， 在 12 月中旬，茅台還榮獲了 2019 中國品牌強國盛典年度十大榜 樣品牌，並上榜人民日報中國品牌發展（企業）指數 100 榜單、 位列 11。

最為難得，也最當總結的一點是，面對班子調整、專項整治、

行銷改革等帶來的系列變化，茅台全體始終保持了極高的政治定力 和極強的工作定力，做到了科學研判、精准施策，妥善應對、有效 處置。他在會上自豪地宣佈：「事實證明，茅台人不管面對任何困 難和壓力，都有預事、謀事、幹事、成事的能力和底氣。」

最為突出、最當肯定的，則是茅台整體保持和實現了改革發

展的良好局面：保持了穩的大局、改出了新的格局、把握了發展全域。 《茅台集團 2020 年工作報告》顯示，2019 全年完成營業收

入 1003 億元，同比增長 17%；工業總產值 950 億元，同比增長

16%；增加值 990 億元，同比增長 16%；淨利潤 460 億元，同比

增長 16%；實現稅收 416 億元，同比增長 8%，全面完成年度目 標計畫。

「穩」是過去一年茅台工作的主線。面對紛繁複雜的形勢，

茅台堅持穩中求進工作總基調和高品質發展新理念，實現了生產穩、 市場穩、人心穩——茅台酒基酒產量高於近 30 年來的歷史平均水 準，且品質穩定可控，產品質全面穩中向好，取得了近五年來的最 好成績。

盤點過去一年，最為重要的是抓住抓好了十項重點工作：一

是茅台酒生產品質全面向好；二是專項整治與行銷改革扎實推進； 三是「規劃建設三年行動計劃」有序實施；四是部分子公司發展和 環保、安全短板逐步補齊；五是「茅台」商標反覆運算升級；六是 24

MARCH 2020

營業收入 OPERATING REVENUE

1003

工業總產值 TOTAL INDUSTRIAL OUTPUT VALUE

950

億元

增加值 ADDED VALUE

990 460 淨利潤

億元

NET PROFIT

億元

實現稅收 TAX REVENUE

416

億元

億元

17% 16% 16% 16% 8%

NATURE 天

「雙十」到「雙五」品牌瘦身；七是「文化茅台」建設起步探索； 八是茅台研究院掛牌運行；九是明確提出「基礎建設年」；十是啟 動了有機高粱高標準種植示範基地建設。

李靜仁亦在報告中用「六個新」總結茅台集團 2019 年的工作：

規模實力邁上了新的臺階、整治整改促進了新的治理、深化改革釋 放了新的動能、系統施策提升了新的能力、公關協同營造了新的環 境、成果共用展現了新的作為。

跨上「千億」臺階，茅台今年的行動 圍繞 2020 年工作的總體要求和目標安排，要重點抓好七個方

茅台的變化向外界傳遞這樣一個信號：儘管世界經濟增長持

面工作：突出抓好「基礎建設年」；全面提速「文化茅台」建設；

穿始終，立足於營造更好環境、形成新的增長、增強發展能力，茅

構建平衡充分發展新格局；著力增強發展能力和實力；把環保安全

續放緩、國內經濟下行壓力加大，但茅台堅持穩中求進這條主線貫 台高品質發展的路子會越走越寬、基礎也會越築越牢。

主動調整夯實基礎，走好新的「長征路」

2020 年，是茅台邁上「千億」臺階之後，再出發、再攀登的

開局之年，即將翻開新的篇章，開啟新的征程，追逐新的夢想，也

全面抓好生產、從嚴管好品質；用好市場工作新機制、釋放新動能； 工作擺在更加重要的位置。

「『基礎建設年』活動是新一年工作的重中之重，必須貫穿

全年工作始終。」要統籌兼顧、綜合施策，明確任務清單，壓實工 作責任，抓好工作落實，努力形成更加規範、科學、高效的現代企 業治理體系，不斷提升治理能力和水準。

去年以來，「文化茅台」作為一個開放命題，引發了社會各

必將面臨新的條件、新的機遇、新的挑戰。這一背景之下，茅台「往

界強烈反響。經過一年的思考和實踐，茅台對「文化茅台」戰略定

「中央經濟工作會用一個『穩』字、三個『導向』、四個『必

體工作今年必須動起來、實起來，真正見到效果。」「文化茅台」

何處去、怎麼去」，將成為擺在所有茅台人面前的一個全新課題。 須』，尤其是『量的合理增長、質的穩步提升』，為我們抓好全年 工作，提供了根本遵循和方法路徑。」茅台要做的，關鍵是穩住心 神和步伐，找准路子、務實前行，走好新的「長征路」。

「從根本上看，一個品牌能否行穩致遠，不是看拔得多高，

而是看做得多實。」作為一家「千億級」企業，寄望於長期保持

30% 左右的增速，既不理性、不現實，也是不負責任。茅台需要 的是常態化、可持續、更健康的發展，而不是大起大落。

「所以，2020 年於茅台，夯實基礎更為重要。我們必須保持

足夠的清醒和理性，審慎思考、科學謀劃今年工作。」主動調整、

義更精准，站位更高，有了更多全新表達。「『文化茅台』建設具 不是茅台文化的簡單集合，要儘快把什麼是「文化茅台」講清楚、 講明白、講透徹，引導大家從「文化茅台是什麼」向「能為文化茅 台做什麼」轉變，推動「文化茅台」繼承創新，不斷豐滿和具象， 形成有效回饋、有益輸出。

會議中還提到了在茅台出現的一個現象——很多企業和企業

家願意到茅台來，和茅台交流、交往、交朋友。這是一件大好事， 要切實抓住這一機遇，著力提高把握和駕馭市場全域的能力水準， 低調為人、廣交朋友，為茅台長遠發展聚集資源和人脈。

具體來說，一方面，要著眼長遠，把「做強、做精、做久」

夯實基礎不是失速，而是為了走得更穩、更好、更遠。

作為茅台獨特的發展路徑，科學謀劃茅台實現千億之後的發展思路。

出了「居安思危、行穩致遠」的工作基調。

後，要更加突出茅台獨有的特色，培育長久的企業優勢。千萬不能

基於此，集團公司黨委將 2020 年確定為「基礎建設年」，提 會議透露，2020 年茅台工作的總體要求是：牢牢把握「定位、

定向、瘦身、規範、改革」要求，持續加強和改進党的建設，全面

注重戰略研究，全面提速「文化茅台」建設，按照「適度合理增長， 注重基礎建設，優化發展環境」的思路和原則，統籌好改革發展、

另一方面，要立足當前，研究解決好制約茅台發展的瓶頸問題。「今

盲目跟風，走同質化的道路，失去自我。要始終記住，茅台是工廠， 不是公園，也不是純粹的旅遊景點，工業旅遊只是一個補充，不能 本末倒置。」

著眼未來，茅台把環保安全工作擺在更加重要的位置。要牢

生產經營、項目建設各項工作，以黨建引領更加突顯、生產品質更

固樹立廣義環保意識和環保理念，全力以赴保護好茅台酒釀造生態

行穩致遠，真正把高品質發展理念和要求落到實處。

時採取措施應對和化解，做到風險可控、安全穩定、健康發展。

加穩定、市場體系更加適應、基礎管理更加有效的成果，推動茅台 李靜仁在講話中透露了茅台今年的主要預期目標：完成營業

環境。同時持續關注外部環境變化，凡是不利於茅台發展的，要及 報告中，李靜仁從「基礎建設年」、 「文化茅台」建設、生產品質、

收入 1100 億元，同比增長 10%；工業總產值 1027 億元，同比增

市場工作、改革創新、基礎設施建設、子公司平衡充分發展、安全

比增長 10%；實現稅收 455 億元，同比增長 9%。完成酒類產量

2020 年工作作了安排部署。

長 8%；增加值 1080 億元，同比增長 9%；淨利潤 505 億元，同

15 萬噸、酒類銷量 14.2 萬噸、完成項目投資 106.2 億元。安全生

生產、生態治理、社會責任、作風建設等 11 個方面，對集團公司 為貫徹落實好會議精神，確保完成全年各項目標任務，王焱

產實現「雙百雙零三低」，環境保護符合國家規定要求。「新一年

在會議最後提出了三點意見：一是迅速組織傳達學習，統一思想、

定的主要預期目標，集中體現了「穩」字當頭的思路和原則，契合

壓實責任，確保落實到位。王焱說，2020 年，茅台將以更加飽滿

的工作，既充滿了挑戰，但更多的是機遇。」李靜仁表示，茅台確 茅台當前發展形勢，只要團結一心、實幹擔當，因勢利導、順勢而 為，就一定能夠實現全年目標任務。

凝聚共識；二是認真抓好任務分解，確保推進有序；三是層層壓緊 的工作熱情，更加昂揚的奮鬥姿態，同心同向、實幹苦幹、全力以

赴，形成更加強大的工作合力，推動各項工作更進一步、再上臺階。 MOUTAI MAGAZINE

25

Gao Weidong Took Over as Chairman of Kweichow Moutai Group 高衛東接任貴州茅台集團董事長 26

MARCH 2020

NATURE 夊

I

n the spring of 2020, Gao Weidong took over as

Chairman of China Kweichow Moutai Distillery (Group) Co., Ltd. and was elected as the new

Chairman of Kweichow Moutai Co., Ltd.

Recently, Gao Weidong (Chairman of Moutai Group)

successively investigated various sites, including the site of

Moutai liquor expansion and technical modification project, qu-making workshop 1, the packing workshop, the Moutai staff hospital, Xijiu Company, factory 201, factory 301,

the Chinese Liquor Culture City, the quality department, the blending and storing workshop, and liquor-making

workshop 18. By visiting the scene, listening to reports as well as asking for information, Gao Weidong investigated

the company's work for epidemic prevention and control as

well as work resumption, and made specific requests for the next steps.

Gao Weidong first came to the site of Moutai liquor

expansion and technical modification project. After learning about the relevant situation, he emphasized that the project

When investigating the Xijiu Company, one of the

subsidiaries of Moutai Group, Gao Weidong pointed out

that "Xijiu is a very important subsidiary of the group. In recent years, with the joint efforts of all employees, the

Xijiu Company has achieved good development results." He emphasized, "The more well-developed the enterprise, the more we should be serious when sorting out the problems in production, marketing, environmental protection

and other sectors, take the "Infrastructure Construction

Year" as an opportunity to implement the work measures, consolidate the foundation, and promote stable and longterm development of Xijiu." For the production of Xijiu

Company's thick fragrance liquor, Gao Weidong required that the Xijiu Company should adhere to the principle of

"reservation" and "reduction", keep the historical features and production process, constantly dig into history and

culture, trace the cultural connotation of the liquor, foster corporate culture, and enhance brand value.

Gao Weidong also inspected various sites such as the site

was closely bound up with Moutai's future development,

of technical modification project and supporting facilities

focusing on the project quality, the safety of production

the site of Xijiu Company's technical modification project

so the staff needed to set more specific goals, especially

and the progress of construction so as to assure the project to be put into operation as planned and provide strong

momentum for Moutai's "14th Five-Year Plan" development.

"Where is the water source?" "How is the upstream

protected?" "How to ensure the safety of water obtaining?"

Gao Weidong cared much about the ecological protection of the Chishui River. He emphasized that the quality of Moutai liquor was closely related to the water quality and microbe population of the river, so it was important to protect the water source and ensure the security of obtaining water by coordinating with the local government, in order to

project for 30,000 tons of Moutai flavor liquor as well as for 19,000 tons of Moutai flavor liquor, and emphasized the needs to strictly and properly carry out the work of

progress, quality, and safety. He emphasized that it was

necessary to promote the intensification and self-contained capability of upstream and downstream enterprises from the perspective of the whole industrial chain, introduce

related enterprises to produce supporting products nearby, so as to reduce own packaging and logistics costs, improve self-contained service capacity, increase local financial taxes, and promote local development.

Gao Weidong also investigated the Chinese Liquor

guarantee the quality of Moutai liquor.

Culture City. He pointed out that Moutai people should

Gao Weidong solicitously inquired about the work of the

Chinese Liquor Culture City to assist Moutai to realize better

In the qu-making workshop and the packing workshop,

staff to understand in detail the production techniques of qu-making and packaging. He emphasized that it

protect and make good use of the cultural resources in the development with cultural soft power.

When investigating the quality department, blending

was necessary to continue to strictly implement the

and storing workshop, liquor-making workshop 18 and

quality standards of raw materials, auxiliary materials, and

team to understand the production technique and round

technique, strictly control the purchase standards and

packaging materials, and always maintain the quality and brand advantages of Moutai liquor.

other units, Gao Weidong went deep into the front-line

production of Moutai liquor, emphasized that "systematic thinking should be used to consider the whole area of MOUTAI MAGAZINE

27

enterprise development", and proposed to "build a technical and powerful Moutai liquor blending team", "ensure the

absolute safety of liquor storehouse", and "build a scientific research and quality control system that matches the Moutai brand".

Gao Weidong stressed that it was necessary to

strengthen the training for professional technical talents

by opening technological channels and building a positive atmosphere where technical personnel were respected

and acknowledged. By continuing the tradition of "passing on experience", Gao Weidong aimed to foster more young people to become the master of blending; also, the staff

should put the safety work in the first place, continuingly

increase capital input and enhance the safety management standard via technical and intelligent prevention; staff in

blending and storing workshops should implement "double duties for one post", perform their duty, and proceed with the safety work by insisting on extreme thinking, bottomline thinking, and a strong sense of crisis; they should

also strictly control the quality of raw materials and other

ingredients in accordance with the standardized system and criteria set for organic crops as well as increase scientific research input in the fields of technology and quality.

On the work site of liquor-making workshop 18, Gao

Weidong expressed that he valued the basic-level staff's

effect as a fort and encouraged creating more creativity

development space and providing platforms for younger staff to grow. After learning that "the zeng (a kind of

steamer) output is stable, the liquor quality is good, and

the round production is normal", Gao Weidong expressed

his gratitude to every front-line staff who had worked hard and still stuck to their posts at this very critical moment,

and reminded everyone to control the quality of production process and base liquor so as to promote Moutai's stable and long-term development together.

2

020 年春季，高衛東接任中國貴州茅台酒廠（集團） 有限責任公司董事長，並當選為貴州茅台酒股份有限 公司董事長。

日前，茅台集團董事長高衛東先後深入茅台酒擴建技改專案

現場、制曲一車間、包裝車間、茅台職工醫院、習酒公司、201 廠、 301 廠、中國酒文化城、品質部、勾貯車間、制酒十八車間等地調 研，通過看現場、聽彙報、問情況等方式，檢查公司疫情防控和復 工複產工作，對下步工作提出明確要求。

高衛東首先來到茅台酒擴建技改專案現場，瞭解相關情況後，

他強調，茅台酒擴建技改項目事關茅台的未來發展，要把任務下得

更精准，重點抓疫情防控、抓專案品質、抓安全生產，抓施工進度， 保障專案按計劃建成投產，為茅台「十四五」發展提供強大動能。 「水源地是哪裡？」「上游是如何保護的？」「如何保證取

水安全？」高衛東十分關心赤水河生態保護情況。他強調，茅台酒 的品質和赤水河穀的水質、微生物群息息相關，要保護好水源地， 28

MARCH 2020

為茅台酒品質提供重要保證；要加強與地方政府的溝通協調，保證 取水安全，守好茅台酒品質的第一道關口。

在制曲和包裝車間，高衛東關切詢問員工工作情況，詳細瞭

解制曲和包裝生產工藝，強調要繼續嚴格執行工藝，嚴把原輔料和 包材的採購標準、品質標準，始終保持茅台酒的品質和品牌優勢。 高衛東在習酒公司調研時說：「習酒是集團旗下十分重要的

子公司，近年來，在全體員工的共同努力下，習酒公司取得了很好 的發展成效。」他強調「越是在企業發展好的情況下，越要認真梳

理生產、行銷、環保等板塊存在的問題，以『基礎建設年』為契機， 落實工作措施，把基礎夯得更實，推動習酒行穩致遠」。對於習酒 公司濃香型酒生產，高衛東要求，要堅持「保留」、「減量」，保 留好歷史文脈和生產工藝，要不斷深入挖掘歷史文化，溯源酒文化 內涵，厚植企業文化，提升品牌價值。

NATURE 天

高衛東還實地查看了 3 萬噸醬香系列酒技改工程及配套設施

高衛東強調，要強化專業技術人才培育，打通技術通道，營

專案、習酒公司 1.9 萬噸醬香酒技改工程項目等現場，強調要堅持

造尊重、認同技術人才的氛圍，發揮「傳幫帶」的優良傳統，培養

衛東強調，要從全產業鏈角度推動上下游企業的集約化、配套化，

金投入，通過技防、智防提升安全管理水準；勾貯車間班子要落實

進度、品質、安全三項齊抓，抓好。在習酒運營中心項目現場，高 引進關聯企業就近生產配套產品，一來降低自身的包裝物流成本、 提升配套服務能力，二來增加地方財政稅收、促進地方發展。

高衛東還調研了中國酒文化城。指出，要充分保護和利用好

中國酒文化城的文化資源，以文化軟實力助推茅台實現更好發展。 在品質部、勾貯車間、制酒 18 車間等單位調研，他深入一線

更多年輕人成為勾兌大師；要將安全工作擺在第一位，持續加大資 「一崗雙責」，履職盡責，堅持用極端思維、底線思維、時刻保持 憂患意識推進安全工作；要堅決把牢把嚴把好原輔料進口品質關， 按照有機農作物標準系統化、指標化抓好品質管理，加大技術和品 質領域的科研投入。

在制酒十八車間生產現場，高衛東強調要充分發揮基層支部

瞭解茅台酒生產工藝和輪次生產情況，強調「要用系統思維考量企

的堡壘作用，多為年輕人創造發展空間、提供成長平臺。在得知「甑

團隊」、「確保酒庫安全萬無一失」、「打造與茅台品牌相匹配的

崗位的一線員工表示感謝，並叮囑大家一定要把控好生產和基酒品

業發展全域」，並提出要「打造一支技術好、能力強的茅台酒勾兌 科研和品質管控體系」。

產量穩定，酒質好，輪次生產正常」後，高衛東向辛勤耕耘、堅守 質，凝心聚力推動茅台行穩致遠。

MOUTAI MAGAZINE

29

"The Showroom+ of Cultural Moutai" 30

MARCH 2020

PEOPLE 人

「文化茅台體驗館 +」

EDIT/ 文 Li Yi 李毅 TRANSLATION/ 譯 Guan MOUTAI MAGAZINE

31

M

outai liquor is both substantial and spiritual.

To be specific, its substantiality represents the culture of Moutai while its spirituality brings

out the thinking of "Cultural Moutai".

With its continuously rising price and the special

preference for Jiang-fragrance baijiu from the older

generation, Moutai liquor has gradually become a kind of investment product and maintained its rocketing

development in every aspect. The status quo of Moutai

is surrounded by good news, but what will happen in the future still remains unclear.

The management and development of a brand is an

eternal topic since consumption is not only a physical

practice, but also a symbolized system operation, during

which positive consumer interaction based on long-term trust will be built up.

As an experienced design director myself specialized

in liquor culture commercial space design whose main business is the idea creation and design of all sorts of

showrooms of Moutai liquor, I would like to express my

humble opinions regarding how the promotion of Moutai

culture and "Cultural Moutai" can be better operated in the future.

Based on my observation, the currently existing Moutai

showrooms are all emphasizing the physical attributes in space design ——the "physical space". This kind of

presentation does highlight the high-class and elegant

image of Moutai liquor, but it also virtually distances a large potential consumer group: the young people. Since the

implementation of Moutai showrooms, distributors from all

over the country have responded positively. However, due to the lack of corresponding regulations and criteria, the effect

of the concrete representation of humanity cannot show the culture essence of Moutai liquor. Most of the showrooms are still in an exploring stage, simply using photos to tell a historical story or implying some characteristics with superficial images.

Meanwhile, the consumer market in China has

essentially changed from traditional product property-

oriented to product cognition-oriented. The era of branddominant depending highly on mass media or pathways to realize the goals driven by branding and channels is over. Right now, we are in a consumer-dominant era,

which is human-oriented rather than product-oriented. In this era, the new forms of consumption demands, media communication as well as distribution channels emerge, which demands all enterprises to have the mindset of "dimension upgrade".

Directing at this situation, my suggestions are as follows: Firstly, it is important to explore the future potential

consumer group. While living in today, we cannot neglect

the change of social structure. The future society will evolve 32

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PEOPLE äşş

To be specific, its substantiality represents the culture of Moutai while its spirituality brings out the thinking of "Cultural Moutai".

MOUTAI MAGAZINE

33

under a rapidly changing era with constant updates of

accessibility and relativity of the space will be highlighted.

consumer group can an enterprise maintain a long-term

outside the box will extraordinary works be born.

information. Therefore, only by developing the potential development.

Secondly, the creation of humanity space should be

looking at the present age, constructing the channel of

spatial language and tracing the source of Moutai culture.

It should emphasize the fashionability, interactivity,

involvement, experience and knowledge seeking with art as the carrier and contemporary multi-media technologies as

means to thoroughly and vividly tell the story of fine liquor well, to move the consumers with the culture of Moutai so as to spread Moutai liquor's aroma to the world and make the world fall in love with Moutai.

Thirdly, "the showroom of Moutai culture" should be

upgraded to "the showroom PLUS of 'Cultural Moutai'".

Operating systematically by following this symbol, the

population's cognition will be enhanced. Also, the broad collaboration with all art types will bring out the noble

temperament of Moutai liquor. Promoting the limitless

space design with theoretical thought of space syntax, the 34

MARCH 2020

The creation of art is with no boundaries. Only by thinking Fourthly, the functional attributes of the construction

of "the showroom PLUS of 'Cultural Moutai'" will be made

up by the cultural image, the display area, the tasting area, the banquet area and the office area. These five sections

can either be five separate independent spaces or a single inter-related integral space, enabling the consumers to

comprehensively experience the spiritual connotation of "Cultural Moutai".

Last but not least, we need to reinforce the idea that for

most of the time, the spatial and cultural communication

strategies emerge based on the cultural innovation which is usually realized by the integration and crossover

cooperation of technology. "Showroom experience" is

exactly a mode maximizing the integration of information

technology and new media, which makes us think that the space design can be a critical way to break through the current dilemma.

PEOPLE 人

茅

台酒，既是物質的，亦是精神的。

物質的茅台酒，是一部「茅台文化」。精神的茅

台酒，是一部「文化茅台」。

近幾年茅台酒價格一路上漲，演變成一種投資產品，加之老一

輩對醬香型白酒的情有獨鍾，讓茅台酒真的「飛天」了。現狀如此， 那將來如何？

品牌的管理和發展是個永恆的話題，因為消費並不僅僅是一種

物質性的實踐，也是一種符號化的系統操作。通過這種系統運作， 建立的是長久信賴的良性消費互動。

我從事酒類文化商業空間設計多年，業務主要集中在茅台體驗

館的創意和設計上。在這一專業領域，想表達自己的一些看法。

現在的茅台體驗館，在空間設計上較為強調物質屬性—物理空

間，雖然彰顯了茅台酒高端、高雅的形象，卻也無形中疏遠了潛在 的消費人群——青年人。茅台體驗館推行以來，全國各地經銷商積 極回應，但由於沒有相應規範及標準，人文空間的具象呈現效果還 不足以體現茅台酒深厚悠遠的文化實質，大多還處於探索階段，例 如用幾張照片講述一段歷史故事，用外在圖案暗示一種品質等等。 中國的消費市場已經發生了本質的變化，從傳統產品屬性為導

向過渡到以產品認知為導向的轉變，原先通過品牌 + 管道的驅動， 依靠大媒體、大通路來實現的品牌主權時代已經進入消費者主權時 代，它伴隨著從「產品到人」的變化，也正是由於以人為出發點， 因此消費訴求、媒體傳播、分銷管道都出現了新的形態，這就要求 企業必須要有「升維思維」。

針對這種狀況，我想提出以下幾點建議。

第一，挖掘未來的潛在消費群體。今天我們立足於當下，不能

忽略社會的結構，未來社會是一個資訊不斷增量的極速變化的時代， 只有不斷地培養潛在客戶，才能長久發展。

第二，人文空間的打造應該著眼於當代，構建空間語言通道，

追溯茅台文化本源。以藝術為載體，強調時尚性、互動性、參與性、 體驗性和求知性，採用當代多媒體技術，實實在在將一杯美酒的故 事講述得淋漓盡致，將茅台文化一點一滴填滿消費者的心田，讓世 界愛上茅台，讓茅台飄香世界。

第三，將「茅台文化體驗館」提升為「文化茅台體驗館 +」的

全新理念。沿著這個符號進行系統化操作，來提高大眾對品牌的認 同感，廣泛地與各種藝術「聯姻」，賦予茅台酒的貴族氣息。以空 間句法的理論思維推崇空間無邊界設計，強調空間的通達性和關聯 性，藝術創作無邊界，突破常規界限方能創造出不同尋常的作品！ 第四，「文化茅台體驗館 +」建設的功能屬性以文化形象、展

陳空間、品鑒空間、宴賓空間、辦公空間五大版塊組成。它們既是 獨立的個體空間，又是相互關聯的整體空間，共同體驗文化茅台的 文化精神內涵。

最後我們需要重申的是，空間視覺傳達策略很多時候都是基於

文化創新而出現的，而這種創新很多是通過技術的融合與跨界合作 實現的，對於體驗館模式而言，正是最大化地集成了資訊技術、新 媒體工具，這些使得我們認為體驗館空間設計是突圍的重要路徑。 MOUTAI MAGAZINE

35

Thoughts on the Construction of "Cultural Moutai"

關於文化茅台建設的思考 EDIT/ 文 Huang Xiaogang 黃小剛 TRANSLATION/ 譯 littlekwan

36

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PEOPLE äşş

T

he proposition of "Cultural Moutai" is not only

A) "Moutai Spirit" as the core of "Cultural Moutai"

cultural development strategy. As a traditional

striving enterprising spirit, the ecological spirit maintaining

a corporate development strategy, but also a

manufacturing enterprise, it is necessary for Moutai Group to make strategic adjustments to cope with the global

competition in the new era. In order to step towards the

high end of the global value chain, "Cultural Moutai" is an

important means to realize this transition. Therefore, what

culture should "Cultural Moutai" build to achieve the overall goals becomes an important question to be immediately

answered, which is essentially related to the construction of the connotation and system of "Cultural Moutai".

"Moutai Spirit" has multiple definitions. It represents the

the harmony between man and nature, the craftsmanship

spirit pursuing excelsior and the patriotic spirit contributing to the national development. "Moutai Spirit" is the core

and essence of "Cultural Moutai", which should be adhered to during the constructing, promoting and developing of "Cultural Moutai".

B) Moutai's history as the foundation of "Cultural

Moutai"

Any culture is accumulated and enriched with the

The Connotation of "Cultural Moutai"

historical development over time, so "Cultural Moutai" must

"Cultural Moutai" is a positive coping strategy for the

Moutai. From the records about Ju-jiang (the name of a kind

transition from "the era of materialism" to "the era of

spiritualization". Evidently, its keyword is "culture", which is the extraction and sublimation of everything that is embedded in and relevant to Moutai liquor.

The fundamental idea of "Cultural Moutai" is to build and

enhance Moutai's cultural soft power, upgrading Moutai

from a physical industrial product to an intangible cultural

be built based on the long-standing development history of

of liquor in ancient China) during the Western Han Dynasty in The Records of the Grand Historian by Sima Qian to the glorious development since the founding of the People's Republic of China, the historical profundity of "Cultural Moutai" has been formed and soaked into the mellow Moutai liquor.

spirit, making Moutai more than just a type of liquor, a

C) Moutai products as the carrier of "Cultural Moutai"

symbol of this spirit and a modern culture system with

intangible culture be spread and passed on. Therefore,

out the historical culture of Moutai, the construction of

good use of all Moutai-relevant products or services so as

brand, an enterprise and a place, but also the carrier and "Moutai spirit" as its core. Apart from exploring and sorting "Cultural Moutai" should also remodel Moutai culture by

adapting to the development requirements in the new era

and the challenges brought by globalization, and centralize Moutai's development with culture, making it the core

Only by using a physical carrier as the medium can the

the construction of "Cultural Moutai" should also make

to spread Moutai culture to the whole world and increase

the influence and competiveness of Moutai's cultural soft power.

competence to support Moutai's future development. Thus,

D) Moutai people as the support of "Cultural Moutai"

the following concepts:

accomplished without Moutai people's participation. To be

the connotation of "Cultural Moutai" should at least include

The construction of "Cultural Moutai" cannot be

MOUTAI MAGAZINE

37

specific, Moutai Group and staff in its subsidiary bodies are

the main force of "Cultural Moutai" while the upstream and

downstream of Moutai Group, Moutai's consumers as well as

also a craftsmanship spirit needed to be promoted and carried forward.

The fourth is the patriotism embedded in Moutai

other related groups make up the associated force. "Cultural

people's heart. As one of the significant beneficiaries and

associated force so as to assure its diversified construction

development, the development of Moutai has always been

Moutai" must be led by the main force and engaged by the and inclusive development.

The Construction of "Cultural Moutai" 's Content System "Cultural Moutai" is a system, a development strategy

that connects traditions and innovations. It represents the cultural sublimation of Moutai's present and the cultural

blueprint of Moutai's future. Therefore, the content system of "Cultural Moutai" should give consideration to at least

two layers: the inner core and the external presentation.

A) The inner core of "Cultural Moutai"

As mentioned, the core of "Cultural Moutai" is "Moutai

Spirit". Looking back to the past, the ultimate force driving Moutai Group to become today's liquor industry leader

in China is the "Moutai Spirit" passed from generation to

generation. Looking forward to the future, "Moutai Spirit"

will continually evolve during the process of globalization

witnesses of China's historical process and contemporary

closely bound up with the development of our country. The development of Moutai is not only about benefitting the Maotai Town and surroundings, but an implementation tightly in accordance with the national strategies and positively responding to the national policies, which

integrates the national development and brand building as

one. It fully demonstrates the limitless passion, gratitude to the country and patriotism of Moutai people.

The last one is the spirit of advancing with the times. The

development of Moutai always strictly follows the current trend of events and development requirements. It is the

precious spirit of keeping pace with the times that urges

Moutai to implement measures that meet the development demands of the age in time and launch products satisfying the market needs, consolidating the invincible position of

Moutai. The construction of "Cultural Moutai" itself is also a strategic measure that meets the high-quality development

requirements in the new era which advances with the times.

and keep inspiring and guiding Moutai to march to a higher,

B) The external presentation of "Cultural Moutai"

Spirit" is reflected in five aspects:

embodiment and bearing of its inner core, which can be

broader and more influential stage. To be specific, "Moutai The first one is the courage to bring forth new ideas.

Whether it is the constant experiments or improvements on

The external presentation of "Cultural Moutai" is the

specifically divided into three layers:

The first is to use high-quality Moutai liquor made by

liquor making techniques or the constant perfection of the

exquisite techniques as the core carrier of "Cultural Moutai".

encouragement of innovation. It is exactly what pushes

"Cultural Moutai", and the most important step to make it

modern enterprise system, they all show Moutai Group's Moutai Group to expand.

The second is the harmony between man and nature.

The fact that Moutai liquor cannot be made outside of

Maotai Town is not only a highest praise for Moutai liquor's unique producing environment but also reflects that

Moutai Group adheres to the spirit that respects, adapts to,

utilizes and lives in harmony with nature. It is also the basic principle that needs to be followed in the construction of

"Cultural Moutai". Only by protecting the environment of Maotai Town as well as the water source and ingredients

in the region of Chishui River can we lay the resource and

environment foundation for Moutai's future development.

Liquor is the core physical carrier of the construction of

perfect is the making process, which depends greatly on

the craftsmanship that cannot stand away from refinement.

Only by adhering to the excelsior spirit of craftsmanship can the high quality of liquor be guaranteed from the

origin. Liquor of superior quality is not only one of the

main components of "Cultural Moutai", but also the most important carrier for communication and experience,

assisting in the broad spread of the in-depth connotation as well as unique spirits of "Cultural Moutai" so as to

constantly enhance the cultural soft power, competiveness and influence.

The second is to use the characteristic condition built by

The third is the persistence in making perfection more

Moutai's exquisite products as the integrative visual symbol

our country, Moutai has always adhered to the excelsior and

industrial product, but also a cultural art piece. The superior

perfect. As the leading enterprise in the baijiu industry of traditional hand-made production technique, which has

been listed in the National Intangible Cultural Heritage. The Moutai liquor production technique is the most valuable technical base for the construction of "Cultural Moutai", 38

MARCH 2020

of "Cultural Moutai". Liquor is more than just a kind of

quality of Moutai products is the essential assurance for its popularity while the distinct condition is the root for Moutai becoming a type of cultural artwork. Therefore, the construction of "Cultural Moutai" needs to look at

PEOPLE 人 the product design and packaging of all lines of Moutai

變的積極應對。

of cultural profundity and Moutai characteristics, and make

將茅台從一款有形的工業產品升級為一種無形的文化精神，而茅台

the external symbol of "Cultural Moutai".

款酒、一個品牌、一家企業、一個地名，更是以「茅台精神」為核

products in order to create an integrative visual system full this refined, unique and integrative visual impact become The third is to use the noble conducts built by the

thorough service of Moutai as the spiritual core of "Cultural

Moutai". Offering thorough and thoughtful service is the key for modern enterprises to outperform their competitors and

文化茅台，其最根本的含義在於塑造和提升茅台的文化軟實力，

正是這一文化精神的物質載體和代名詞，從而使得茅台不僅僅是一 心的現代文化內容體系。文化茅台建設不僅要挖掘、梳理茅台歷史

文化，更要結合新時代發展要求和全球化發展挑戰，重塑茅台文化， 用文化統攬茅台發展，讓文化成為茅台未來發展的核心競爭力。因 此，文化茅台的深刻內涵至少包含以下幾個層面。

tightly seize as well as constantly expand the market space.

（一）文化茅台以「茅台精神」為核心

create values in the global value chain, one of the core

的生態精神，是一種精益求精的工匠精神，更是一種為了國家民族

as well as the obligation of the construction of "Cultural

髓，是建設、宣傳和發展文化茅台所必須堅持的核心。

It is also one of the strategic links that help enterprises

spirits that Moutai needs to keep sticking to and deepening Moutai". It is essential for Moutai to influence the market

「茅台精神」是一種奮力拼搏的創業精神，是一種天人合一

發展而積極貢獻的愛國精神。「茅台精神」是文化茅台的內核與精

and relevant groups with its sincere service, gradually foster

（二）文化茅台以茅台歷史為基礎

and re-build Moutai's gracious cultural image, continually

必然以茅台悠久的發展歷史為根基。無論是《史記》中關於西漢枸

achieve the big step from powerfulness to greatness.

台最深厚的歷史底蘊 , 浸潤在香飄四溢的茅台酒中。

Moutai's cultural connotation directing at noble conducts

enhance the cultural competiveness and influence so as to

文

任何文化都是隨歷史發展而不斷積澱和豐富起來的，文化茅台

醬的記載，還是新中國成立以來輝煌的發展歷程，都構成了文化茅

化茅台戰略的提出，不僅是一種企業發展戰略，更是

（三）文化茅台以茅台產品為載體

時代全球競爭中亟需進行戰略調整，實現向全球價值

傳播與傳承。同樣，文化茅台建設也必須依託與茅台相關的系列物

一種文化發展戰略。茅台集團作為傳統製造業，在新

鏈高端邁進，文化茅台戰略正是實現這一轉型的重要抓手。然而， 用什麼樣的文化統攬全域就成為文化茅台建設亟需解決的重大課 題，也即文化茅台的內涵及文化茅台體系構建問題。

一、文化茅台的內涵

文化茅台的關鍵字是「文化」，是對茅台酒這一物質載體及其

相關內容的文化提煉和昇華，是從「物質時代」向「精神時代」轉

無形的文化必須要以有形的物質載體為介質，從而實現文化的

質化載體或無形服務，方能實現在全球範圍內的廣泛傳播，提升茅 台文化軟實力的影響力和競爭力。

（四）文化茅台以茅台群體為依託

文化茅台的建設離不開茅台相關群體的參與。以茅台集團及

其附屬機構為主體的相關人員是文化茅台建設的主體，茅台集團 上下游、消費者以及其他相關群體則是文化茅台建設的關聯群

體。文化茅台建設必須以主體人員為主導，引導並帶動關聯群體參

MOUTAI MAGAZINE

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與建設，從而實現文化茅台的多元化建設與包容性發展。

二、文化茅台內容體系構建

文化茅台是一個系統，是一個上承傳統、下啟新路的發展戰略。

文化茅台建設既是對茅台現狀的文化昇華，也是對茅台未來的文化 佈局。文化茅台建設的內容體系至少包括內核與外在兩個層面。

著茅台集團猶如滾雪球般越來越大。

二是天人合一。離開茅台就釀不出茅台酒，這既是對茅台酒獨

特釀造環境的高度評價，同時也反映了茅台集團尊重自然、順應自 然、利用自然，與自然和諧相處的天人合一精神。這是文化茅台建 設必須遵循的根本原則，只有保護好茅台、赤水河獨特的釀酒環境 和釀酒資源，才能為茅台未來發展奠定不可或缺的資源基礎和環境 基礎。

三是精益求精。茅台集團作為我國白酒行業龍頭，多年來始終

（一）文化茅台的內核

如一地秉承著手工釀造、精益求精的傳統釀造工藝，該工藝已入選

發展壯大到當今國內白酒行業龍頭，其根本動力正是代代傳承的茅

也是必須弘揚光大的工匠精神。

文化茅台的內核是茅台精神。回望過去 , 茅台集團之所以逐步

台精神；展望未來，茅台精神將在全球化發展中不斷革新，並繼續

鼓舞、引領著茅台走向更高、更廣、更具影響力的舞臺。具體而言， 茅台精神體現在五個層面：

一是勇於創新。無論是對釀造工藝的不斷試驗與提升 , 還是對

現代企業制度的不斷完善等等，無不體現出內蘊於茅台集團最深處 的勇於創新、善於創新的寶貴精神。正是這種時時創新的精神推動 40

MARCH 2020

國家非物質文化遺產名錄，這是文化茅台建設最寶貴的工藝基礎， 四是家國情懷。茅台始終與國家發展密切關聯，茅台的發展是

我國歷史演進與當代發展的重要受益者和見證者。茅台的發展並非 偏安一隅，而是緊跟國家戰略，積極回應國家政策，將國家發展與 品牌塑造融為一體，充分體現了茅台人愛國、報國、建國的無限熱 情與情懷。

五是與時俱進。茅台的發展始終緊跟時勢，緊隨時代發展需求。

PEOPLE 人

正是這種與時俱進的可貴精神，讓茅台始終能夠及時採取符合時代

二是以精緻化的產品塑造獨具特色的品相，成為文化茅台一體

發展要求的措施，推出滿足市場需求的產品，讓茅台立於不敗之地。

化視覺符號。

與時俱進的。

是茅台廣受市場歡迎的根本保證，獨特的品相則是茅台成為一種文

（二）文化茅台的外在

與包裝著手，塑造富有文化底蘊而又獨具茅台特色的一體化視覺體

文化茅台建設本身就是順應新時代高品質發展需求的戰略舉措，是

文化茅台的外在是對其內核的體現和承載，具體而言主要包含

三個層面：

一是以精細化的工藝釀造品質上乘的美酒，成為文化茅台的核

酒不僅是一種工業品，更應該是一種文化藝術品。上乘的品質

化藝術品的根基。為此，文化茅台建設還需從茅台各系列產品設計 系，讓這種精緻而獨特的品相、一體化的視覺衝擊成為文化茅台的 外在符號。

三是以精心化的服務再造茅台高尚的品行，成為文化茅台的精

心載體。

神內核。

釀造，釀造最為核心的環節在於工藝，工藝最為核心的要求在於精

市場空間的關鍵所在，也是全球價值鏈中真正能夠為企業創造價值

釀出的美酒品質上乘。品質上乘的酒既是文化茅台的重要組成內容

更是文化茅台建設的應有之義。以精心化、真誠化的服務感化市場

酒是文化茅台建設的核心物質載體，而其最為核心的環節在於

細化。只有秉持精益求精的工匠精神方能從源頭上、基礎上確保所 之一，更是文化茅台最重要的傳播載體和體驗載體，讓文化茅台的 深刻內涵與獨特精神得以廣泛傳播，進而不斷提升文化茅台的軟實 力、競爭力和影響力。

精心化的服務是現代企業戰勝競爭對手，牢牢把握並不斷擴展

的戰略環節之一，是茅台需要持續秉承並不斷深化的核心精神之一， 和相關群體，逐漸培育茅台品行高尚的文化內涵，再造茅台品行高 尚的文化形象，不斷增強茅台文化競爭力和影響力，實現茅台從強 大到偉大的邁進。

MOUTAI MAGAZINE

41

Adrian Cheng: An Entrepreneur of the New World

鄭志剛專訪：新世界的創業者 EDIT/ 文 Yam , Tea TRANSLATION/ 譯 Olivia

42

MARCH 2020

ETIQUETTE 禮

MOUTAI MAGAZINE

43

Center —— the landmark building

The exterior wall made of Portuguese

multi-purpose building completed in

enhance each other's beauty. Walking

standing by the Victoria Harbor. This 1973 has been looking on the constant changes of the harbor. Meanwhile, it has been growing with its own

operator for over 40 years, witnessing the ups and downs of the Cheng's

family —— one of the four big families of Hong Kong. 11 years ago came the news that the New World Center was

going to be rebuilt, which became the

largest-scale reconstructing project of the New World Group. Eventually, the

New World Center has been reborn in the eventful 2019 in its new identity

"Victoria Dockside", a 3,000,000-squarefeet integrated commercial center,

Adrian Cheng 鄭志剛

Adrian Cheng Chi-kong is the designated heir to his grandfather Cheng Yu-tung, a multi-billionaire known for founding New World Development and Chow Tai Fook Enterprises. Cheng majored in East Asian studies at Harvard University and graduated with a Bachelor of Arts degree. He is currently the Executive Vice-Chairman and General Manager of the Hong Kong-listed New World Development, Executive Director of jewellery company Chow Tai Fook, and founder of the K11 brand. Cheng has been on the 40 under 40 list by Fortune, and in 2017, he was awarded the Ordre des Arts et des Lettres. 鄭志剛是新世界發展有限公司主席鄭家純長子。畢 業於哈佛大學，還曾在日本修習藝術文化課程。現 任新世界發展有限公司執行副主席、新世界中國聯 席行政總裁。身家 44 億美元。據《福布斯》的數據， 成立於 1997 年的新世界發展集團總市值約為 105 億 美元。

W

hat will retail be like in

the future? Adrian Cheng, the third-generation heir

of the Cheng's family, has come up

with an answer: it will be a lifestyle

complex integrating creativity, crossover collaboration and of course the

Artificial Intelligence technology. It is

undoubtedly that he will deeply affect the future among consumption and

becoming a brand-new icon of

lifestyle, art and design. Apparently,

the driving force behind this project is Adrian Cheng, the vice president and general manager of the New World

Development Company Limited who has successfully built K11.

Adrian Cheng established "the

Silicon Valley of Culture" over the

landmark that his grandfather Cheng Yu-tung known as the "Shark Bile

Tycoon" once built with a 65-storey

office building named "K11 Atelier",

a luxurious apartment building "K11 Artus" and most importantly "K11

MUSEA", an experiential shopping art gallery with a novel concept located in the heart of Victoria Dockside.

Pronounced as [meu-see-ah], the name of "K11 MUSEA" was inspired by the muses —— the nine inspirational

goddesses of literature, science and the arts who were considered as the source of knowledge. If K11 was said to be

the pioneer of "smart retail", then K11 MUSEA, the latest project under the

retail kingdom, can be regarded as the fully-upgraded version 2.0 of "smart retail".

The DNA that combines "art,

creative culture.

humanity and nature" of the "K11" label

Hong Kongers from the 1970s, there

piling-up trapezoidal appearance

In the collective memories of most

is always a place for the New World 44

MARCH 2020

is embodied in K11 MUSEA whose

design looks orderly yet energetic.

limestone and the Victoria Harbor

inside the giant spherical space made of glass, "the Gold Ball" sparkles as

the brightest star in the Milky Way, and even the design of its ceiling

is so exquisite: digitally designed

and generated using programming

codes similar to DNA, none of the 500 branches on the unique sculpture

design named "Oculus" are identical.

Hundreds of programmable spotlights embedded in the branches animate

and pulse collectively to orchestrate

ETIQUETTE 禮 a sustainability themed education

park and the first urban biodiversity

museum in Hong Kong on the roof of K11 MUSEA...

"The official opening of K11

MUSEA is the fruitful result of my

ten-year efforts." When mentioning the intention for building K11

MUSEA, Adrian Cheng pointed out that as a complex of creativity, art

and commerce, K11 MUSEA would

no longer be an ordinary mall, but a place that could inspire more young

people from the millennial generation.

"Instead of a shopping center, I see K11 MUSEA as a space for the millennial generation to learn, to achieve new knowledge and to be immersed in

different cultures. It is undeniable

that the Z generation is the new force

who are placed great expectations, and maybe soon we will be seeing more

excellent works in K11 MUSEA from these young people."

A New Lifestyle Supported by the Advanced Technology Rather than being called as "the

third generation of the Cheng's family" or "the heir of the billionaire", Adrian

Cheng is more willing to be seen as "a

pioneer" or "an entrepreneur". Turning forty this year, Adrian is still filled

with a touch of youthful elegance and

artistic temperament. Always wearing the typical "Cheng's smile", he looks a soothing and natural environment throughout the day. Unlike ordinary shopping malls, one of the

very much like a refined and courteous scholar with outstanding talents in appearance.

In 2008, he joined the Board of the

characteristics that makes K11 MUSEA

New World Group. Besides managing

from above —— the Bohemian Garden

Cheng was also planning to set up

so distinctive is the view we look down stretching across the two-storey roof deck from Level 6 to Level 7 is very

much like a garden in the air, perfect

for people to hang out, have meals and enjoy movies. It feels more like a part in the outskirts rather than a hanging garden if not mentioned. Apart from all these amazing features, there is

the grand family business, Adrian

his own business with his profound

artistic background —— K11 Art Mall.

On December 17, 2009, K11 Art Mall,

located in Tsim Sha Tsui, Hong Kong, was officially opened. It was the first

project fully operated by Adrian Cheng with a total investment volume of

3 billion Hong Kong dollars, which MOUTAI MAGAZINE

45

Adrian Cheng is also prospective in

consideration of the retail form and

the consumption mode, "The shopping mall in the future will certainly

evolve to an ecosystem with multiple elements and varieties, becoming a

new lifestyle alternative besides parks, outskirts, flea markets, show venues and other facilities. What makes it

different will be the in-depth service

experience." In the meantime, Adrian Cheng also starts to prepare for the "future" by assessing the current obtained over 80% of the occupancy

K11 to DNA, then the Artisanal

Guangzhou K11 was officially launched

helix." Adrian Cheng is pretty sure that

rate on its first day. In March, 2018,

and immediately became the iconic landmark of fashion and culture in

southern China. Technically speaking, K11 projects are owned by the New

World Group, but they are more like

Adrian Cheng's personal works since he has been entirely in charge of the management and concept setting, presenting his own personality

and style. K11 represents the next development mode of shopping

centers, integrating the world-class

art and humanistic connotation into the commercial world, far ahead all those large-scale yet monotonous

shopping centers seen everywhere in the country.

"New ecosystem" is Adrian Cheng's

strategic thinking for the enterprise

development prospect. "K11 that I built is not a traditional shopping center,

but the integration of a museum and a commercial entity." As the leading

person of a new-generation enterprise,

Adrian Cheng's mindset is trendier and more advanced, more corresponding

to the consumption concept and needs among the younger generation. The

New World commercial kingdom in the future will also develop based on the artistic cultural gene.

"If we compare K11 to a ship, then I

will not only be the steersman, but also the ferryman that attracts more people to the new art world. If we compare 46

MARCH 2020

Movement and art will be its double only by artistically moving people's heart can K11 bring out a sense of

belonging. Rebuilding the future of

retail industry as well as introducing edgy and experimental concept into the Greater China region are what

Adrian Cheng delivered to the world as "an innovator". However, as the third generation of such renowned family

in China and the commercial genius behind one of the most successful

jewelry brands in the world "Chow

Tai Fook", he has more boundaries to break.

Adrian Cheng always thinks about

the concept of "the fourth age of

consumption". He has once posted on

his personal social media account that: "The third age of consumption which is the closest to us is an era when we use the commodities to represent

our personality, but also a time when excessive consumption has been

pushed to its extreme. In contrast,

the fourth age of consumption is a

time when we return to nature and value shared benefits. The young Z

generation has a stronger tendency

towards the fourth age of consumption than we do. They think more highly of

the way of communication between the brand and themselves rather than the brand's popularity. Instead of owning

the products, they care more about the actual experience."

situation. He feels optimistic about the

capacity of the Artificial Intelligence in overturning the future retail industry.

Therefore, he thinks it is a good time

to bring in the AI technology and aims to build a new leading form of retail

industry —— "smart retail". Earlier, he invested Aibee, a startup enterprise

offering "AI one stop solution" founded

by Dr. Yuanqin Lin, former head

of Baidu Research. Adrian Cheng

thinks the concept of "AI one stop

solution" will be broadly applied in the perfection of shopping experience. In

order to promote "smart retail", Adrian also provided strategic investments

to Oben, an AI company in U.S. for he

believes the integration of Oben's latest AI technology and the art exhibitions

in K11 will bring about the reformation of how an art show can be presented so as to make the art appreciation

experience more dimensional and

vivid. "K11's investments will facilitate the R&D of Oben's products as well

as its deployment of the blockchain technology, and aggregate its

technology to the application in retail, real estate and hotel industry." This

year, Agile Robots, a high-tech startup focusing on the research of AI robots based on deep learning algorithms,

completed a series A financing round

(C-Ventures) led by Adrian Cheng, who

firmly believes that whoever can utilize the support of technology means and data operations well will become the

frontrunner during the reformation of human's lifestyle.

ETIQUETTE 禮

未

來的零售是什麽樣子的？鄭志

完完全全就是一個巨大的空中花園，人們在

構建。

和跨界構成的生活綜合體，也

這是在高空，一定會讓人以為這是在舒適的

僅是掌舵者，更是吸引更多人走進藝術新世

港首個以「城市生物多樣性」為主題的室內

The Artisanal Movement 和 藝 術 就 是 它

剛給出了答案——那將是創意

不會缺少 AI 的身影……這位鄭家第三代少

帥將深刻地改變消費與創意文化之間的未 來。

十年磨一劍 文化矽谷誕成

七十年代香港人的集體回憶，不會缺少

那矗立於維多利亞港旁的地標建築——新世

界 中 心 (New World Centre)，1973 年 建 成的這片綜合性商業建築見證了維港的風雲 變幻。同時，也幾乎與其掌舵者共生共長， 見證著「香港四大家族」之一——鄭氏家族 長達 40 多年跌宕起伏的故事。11 年前，新

世界中心傳來重建的消息，成為新世界集團

規模最龐大的重建項目，2019 年，新世界 中心在時代流轉中迎來新生，這 300 萬平

方尺的綜合商業體以 Victoria Dockside 的

「新身份」為香港遞上嶄新的生活、藝術及 設計地標名片，幕後推動者顯然是成功打造

這裏活動、用餐，欣賞電影，如果不告訴妳 郊外享受陽光。在樓頂的室外空間還存在香 外自然博物館及可持續發展教育園區……

「K11 MUSEA 的 正 式 開 幕 是 我 投 入

十年青春的成果。」鄭志剛談及創立 K11 MUSEA 的理念時表示，將創意、藝術與商

業 融 為 一 體，K11 MUSEA 不 再 是 一 個 普 通的商場，他希望在這裏能夠激發更多千

禧一代年輕人的創意靈感。「我不將 K11 Musea 視為一處購物中心，而將其視為供 千禧一代學習，獲取知識，沈浸在不同文化

中的地方，無可厚非，Z 世代就是被給予厚

「如果把 K11 比作一艘船，那麽我不

界的擺渡人。如果把 K11 比作 DNA，那麽 的雙螺旋。」鄭志剛堅信，只有呈現藝術般 的心靈震撼，才能成為人們的歸屬。重塑零 售業未來，將先鋒性、實驗性概念引入大中 華地區，包括建立藝術和生態購物中心，以 上是鄭志剛以「變革者」姿態出現，交給世 人的一份答卷。而這位在中國極具影響力的 商業家族第三代掌門，亦是全球範圍內大獲 成功的珠寶品牌周大福背後的商業奇才，他 需要跨越的邊界也不止於此。

鄭志剛經常會思考「第四消費時代」的

望的新鮮力量，或許在不久的將來，我們會

概念，他曾在個人公眾號上寫道：「距離我

零後的傑作。」

自己個性的時代，但也是過度消費被推向極

在 K11 MUSEA 看到更多來自九五後、零

科技加持新生活方式

比起「富三代」「億萬富翁接班人」這

們較近的第三消費時代，是通過商品來彰顯 致的時代。而第四消費時代，是回歸自然、 重視共享的消費時代。年輕的 Z 世代們有

著更強的第四消費傾向，比起知名度，他們 更在意品牌與自己的溝通方式，比起擁有，

了 K11 的新世界發展有限公司執行副主席

樣的身份描述，新世界集團家族企業接班人

鄭志剛在其祖父——「沙膽大亨」鄭

一代」。今年跨入 40 歲的他看起來像是一

鄭志剛的思考極具前瞻性。「未來的商場必

著英氣，常常露出他的招牌「鄭氏笑容」，

為公園、郊外、跳蚤市場、表演場地或其他

兼總經理鄭志剛。

裕彤曾經的地標建築上構建全新「文化矽

谷」，65 層的寫字樓取名為 K11 Atelier， 豪華公寓取名 K11 Artus，而有著嶄新體驗

式購物藝術館經營理念的 K11 MUSEA 位 於 Victoria Dockside 的 心 臟 地 帶。K11 MUSEA， 音 讀「meu-see-ah」， 其 名 字

靈感來自古希臘神話主司文學、科學、藝術

以及知識源泉的繆斯女神。如果說 K11 開

鄭志剛更願意被外界視為「開拓者」和「創 位擁有卓然才情的學者，彬彬有禮，眉間透 身上依舊充滿著「少年感」和文藝氣息。

2008 年進入新世界集團董事局，在管理著 龐大的家族商業帝國之余，有著深厚藝術功

失活力，墻身采用的是稀有的葡萄牙石灰巖， 與整個維港的風格交相輝映，入內，置身於

巨型玻璃球體空間，中庭的 The Gold Ball 好似銀河中的一顆最亮的星體，而連天花板 都設計得別具匠心——以名為 Oculus 的獨

特雕塑設計經數字化處理，采用了類似於

DNA 的編程代碼，每一根雕塑枝條都獨一

舵的項目，總投資額 30 億港元，開業首日

2018 年 3 月開業後，便迅速成為中國南部 地區的時尚文化地標。嚴格來說，K11 隸

屬於新世界集團旗下，但它更像是鄭志剛的 個人作品，無論是管理還是理念，K11 都

完全由鄭志剛決定，彰顯了其鮮明的個人品

位和風格。K11 代表著「下一代」購物中 心的發展模式，將國際頂尖藝術及人文內涵 融入商業中，遙遙領先於國內隨處可見、千 篇一律的大型購物中心。

「新生態」是鄭志剛對企業發展前景的

無二，加上數百個可編程聚光燈，全天候釋

戰略思考。「我搭建的 K11 不是一個傳統

心如果從高空俯瞰或許就是一座座鋼筋水泥

是一個商業體。」作為新生代企業的領軍人

放讓人心曠神怡的燈光特效。普通的購物中 的建築，而 K11 MUSEA 一大特色就是從 空中視角看也顯得與眾不同——Bohemian

Garden 橫跨 K11 MUSEA 6/7 兩層天臺，

它能提供深度的服務體驗。」

此時，審時度勢的鄭志剛開始為「未

覆能力，因此適時地邀請 AI 技術入場，打

就收獲了超過 80% 的入駐率，廣州 K11 於

MUSEA 層層疊疊的梯形設計外觀規整又不

城市設施之後的生活方式新選擇，不同的是，

2009 年 12 月 17 日，位於香港尖沙咀

K11 藝術購物中心。

升級的 2.0 版。

的 DNA 在 K11 MUSEA 得到了體現。K11

定會成為一個多元、多變的生態圈，它將成

來」做鋪墊，他十分看好人工智能 (Artificial

的 K11 開業，這是第一個由鄭志剛完全掌

K11 品牌融合「藝術、人文和自然」

對於未來的零售形態和未來消費模式，

底的鄭志剛創立了屬於自己的一番事業——

啟了智慧零售商業模式，那麽，K11 零售

王國旗下最新項目 K11 MUSEA 則為全面

他們更在意體驗。」

意義上的商場，而是一個博物館，但同時又 物，鄭志剛的思想更為時尚，貼近年輕人的 消費觀念和需求。而未來的新世界商業帝

國，也將在這種富有藝術特質的文化基因上

Intelligence，簡稱 AI) 對未來零售業的顛 造全球領先的智慧零售新業態。早前，他投 資了由前百度研究院院長林元慶創立的 AI

整體解決方案公司愛筆智能 (Aibee)，他認

為 AI one stop solution 的理念在完善豐 富的購物體驗上將有廣泛的應用場景。另

外完成的一筆對於美國人工智能科技公司

Oben 的戰略投資也出於對於智慧零售的考 量，他認為，將 Oben 的最新 AI 科技融入

到 K11 的藝術展覽中，可以革新藝術展的 呈現方式，讓藝術欣賞變得更為立體且生

動。「K11 的投資將推動 Oben 產品開發 和區塊鏈的部署，並將使其技術集成到零

售、房地產和酒店的應用中。」而就在今年， 研發 AI 深度學習算法的人工智能機器人公

司「思靈機器人」獲得了鄭志剛 C 資本 (C Ventures) 的 A 輪融資。

鄭志剛堅信，誰能最大限度地利用科技

手段和數據運營的加持，誰就能成為革新人 類生活方式的領跑者。

MOUTAI MAGAZINE

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About K11 MUSEA

K11 MUSEA is the new cultural-retail destination on Victoria Dockside, Hong Kong. Inspired by 'A Muse by the Sea', K11 MUSEA is designed to enrich the new consumer's daily life through the power of creativity, culture and innovation. Drawing inspiration from nature and the surrounding cityscape, the design of K11 MUSEA has been crafted to evoke the feel of a

contemporary manor house. After 10 years of planning and building, K11 MUSEA opened its doors in August 2019 to usher in a new era of cultural retail which speaks to the growing consumer demand for naturally immersive experiences of art, culture,

nature and commerce. Now, let's further explore some design highlights that make this multi-dimension commercial complex so distinct from other traditional shopping centers.

香港「文化矽谷」K11 MUSEA 位於香港 Victoria Dockside，靈感來自「海邊的靈感繆斯」，K11 MUSEA 旨在透過創意、文化和創新的

力量令顧客的生活更多姿多彩——其建築設計的理念為一座當代莊園，讓人、自然與藝術在其中對話。籌備 10 年，於 2019 年 8 月開幕的

K11 MUSEA 銳意帶領文化零售新時代，帶來結合藝術、文化和商業的創意體驗。那麼，在這個多元化的商業綜合體中還有哪些不同於傳統 購物中心的設計亮點呢？一起來一探究竟吧。

Contrastive Appearance: FAÇADE & GREEN WALL 剛柔兼具的外觀 Designed by globally renowned architecture firm Kohn

Pedersen Fox Associates (KPF), K11 MUSEA's façade draws

inspiration from Hong Kong's iconic harbour with a design that is fluid, vibrant and naturally inviting. Crafted from

rare Portuguese limestone, the façade is stepped to form

an active hill of green terraces facing Kowloon and Victoria Harbour.

Offering a lush and verdant contrast to the building's

hard stone façade, the green wall by Thai landscape and

design studio PLandscape uses a variety of plants to create a 48

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flowing botanical feature that both softens the structure and harmonizes with the fluid lines of the harbour.

由國際知名建築事務所 KPF 設計的 K11 MUSEA，外觀靈感

來自旁邊的維多利亞港，設計具有流線感，充滿活力與綠意。精雕 細琢的外牆如同階梯，構成一座佈滿綠意陽台的山丘。

綠意盎然的建築外墻由泰國景觀設計工作室 PLandscape 打

造，乘載的蔥鬱植被包含多種植物，在外牆自成一抹綠意生態，軟 化建築的方正結構與石材的堅硬感，與流動的海港相鄰更顯和諧。

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The Entrance: Donut Playhouse 玩味無窮 Immersive Cultural Experience: SUNKEN PLAZA 水簾舞台帶來沉浸式藝術體驗 A 2,000-square-foot cultural venue located beside the

front entrance, the Sunken Plaza provides an intimate street-level setting for performing arts, cinema and

live music. The amphitheatre seating is enclosed by a

5.5-metre-tall conical glass-panelled façade animated by a programmable wraparound water feature to create a fully

Providing a striking and light-filled entranceway into

K11 MUSEA's underground retail space, the nine-meter-high Donut Playhouse is an oval-shaped architectural structure featuring a transparent vision-glass façade and a dish-like

ceiling fabricated by Dutch manufacturer Central Industry Group (cig). The mirrored convex ceiling allows visitors in the gardens outside to glimpse reflections of people

shopping in the atrium below, while those in the atrium can see reflections of the gardens, bringing people and nature together in a seamless yet artful way.

光線明亮的 Donut Playhouse 是進入 K11 MUSEA 地下商場

immersive experience.

的入口。這座 9 米高的橢圓形建築由高清透明玻璃建造，碟狀的

是 K11 MUSEA 的戶外文化活動空間，可做表演藝術、劇場與現

鏡面的凸狀屋頂讓位於公園的訪客能藉由鏡面反射瞥見地下商場空

緊鄰正門入口，佔地 2,000 平方呎的 Sunken Plaza 水簾舞台

場音樂演奏之用。中央含座位的圓形劇場被 5.5 米高的玻璃板圍繞 著，設有環繞式水幕，帶來更佳的體驗和氣氛。

屋頂由荷蘭製造商 CIG 參照製船的技術把 3D 不鏽鋼片組嵌而成。 間，而位於地下中庭的訪客僅需抬頭便能看見地面公園的倒映，人 與自然在此以一種巧妙的形式無縫接軌。

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The Art Stage: K11 Artist KLUB 藏在購物中心里的藝術舞台 K11 Artist KLUB is a

unique platform where artists and

art lovers converge to interact and build dialogues

that boost the development and appreciation of art. Riding

on K11's core values – Art·People·Nature – K11 Artist KLUB strives to bring people together and raise cultural and

environmental awareness through a diverse range of events

including exhibitions, artist talks, discussion panels, design workshops and live music shows where members can enjoy and appreciate art together as a community.

K11 Artist KLUB 是一個獨特的藝術平臺，彙聚藝術家和藝術

愛好者去分享和交流創意，以促進藝術發展和提升社會對藝術的

鑒賞能力。基於 K11 的三大核心價值 - 藝術·人文·自然 —— K11 Artist KLUB 致力於通過展覽、藝術家講座、小組討論、設計工作 坊及音樂會等不同的藝術活動，讓人們聚集一起欣賞和享受藝術， 以提升多元文化及環境意識。

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The Connection of Space: Escalating Climbers 空間之連接 Escalating Climbers is an organic sculpture that

marks the threshold of K11 MUSEA's grand atrium, Opera

Theatre. Like a sprawling root system, the design enlivens the upward motion of the escalators. Each "root" has been meticulously hand-crafted from stainless steel to sprout, fork and weave as it grows an organic network over the

escalator and forms an ongoing spatial dialogue with the Oculus for visitors to ponder. The intricate metalwork,

as well as the rustic paintwork on the spandrels in Opera

Theatre, have been meticulously created by William Lam of hk l&l, a seasoned contemporary abstract artist with three decades of experience.

進 入 K11 MUSEA 中 庭 的 Opera Theatre，Escalating

Climbers 成為視覺焦點。模仿樹根的生長形態，它隨著扶手電梯

往上方延伸，扭曲的枝幹不斷交織散開，與天花板的 Oculus 拱頂 形成一場關於空間的獨特對話，瞬間令人沉浸在以大自然為設計 靈感的氛圍。Escalating Climbers 的複雜金工以及整個 Opera

Theatre 金屬面板上的特色漆藝都由擁有超過三十年經驗的現代抽 象藝術家林陸旺（香港經緯）指導製作。

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The Heart of K11 MUSEA: Gold Ball K11 MUSEA 之心臟 At the very heart of K11 MUSEA lies the Gold Ball,

a huge spherical chamber that offers a glamorous and

visually striking centerpiece while also providing a versatile creative space for exhibitions, pop-ups and performances.

The design features a triangular latticework set with v-cut glass panels and led lights. The LEDs can be programmed to create a variety of effects and the lighting will appear differently depending on the viewing angle.

座落於 K11 MUSEA 中心位置，以金色三角圖案構成的球形空

間 Gold Ball 奪目耀眼。三角形枝架上的 LED 燈可營造各種光線 氣氛，透過特別切割的玻璃折射，訪客在每個角度觀賞都可看到不

一樣的閃爍光芒。除了在視覺上引人入勝，Gold Ball 同時也是多

用途的創意空間，無論是精彩絕倫的展覽、令人趨之若鶩的 PopUp 快閃店，亦或是國際級藝術表演，都可能在這裏發生。

Compared to the ordinary shopping centers out there,

the dazzling design corners make K11 MUSEA an art piece

itself, and there are more surprises. Besides the renowned fashion brands, K11 MUSEA also has a movie theatre, all

sorts of restaurants and cafes, facilities for family activities such as Bohemian Garden and Nature Discovery Park

mentioned before as well as regular updated art events

and exhibitions, which is perfect for everyone to entertain themselves and seek for inspiration.

與傳統的購物中心相比，琳瑯滿目的設計角落令人目不暇接，

讓 K11 MUSEA 成為藝術本身，而 K11 MUSEA 帶來的驚喜不止 於此。除了各大潮流名牌的入駐，K11 MUSEA 亦有影院、各類

美食和前文提過的 Bohemian Garden、Nature Discovery Park

等適宜親子活動的空間，更有定期的藝術活動及展覽。相信每個人 都能在這個多元化的空間中找到樂趣與靈感。 Photo credits and source of information

圖片及資料來源：https://www.k11musea.com

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Three Treasures in Kobe:

KOBE BEEF JAZZ SPIRITS 神戶不只有神戶牛， 還有爵士樂和酒

EDIT/ 文 大鬍子阿細 TRANSLATION/ 譯 Olivia Kwan

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K

obe, unlike Kyoto and Nara which naturally have an old-world atmosphere created by all those

antique temples or Osaka where is like a huge

maze composed of busy shopping streets, is not usually the first choice for tourists travelling to the Kansai region.

However, if you are a fan of wonderful food and drink or

music, Kobe is a city with its own particular charm worth going to.

Kobe beef is undoubtedly a special local delicacy which

makes everyone from Kobe proud. It is regarded as "the king

in Kobe considering

the city size, which is

particularly rare to see in an Asian city.

"SONE" is a well-known

jazz live bar located in Kitanocho of Kobe.

Kitano-cho is one of the

of beef". Kobe beef is famous partly because it is difficult

principal tourist attractions in Kobe, where many foreigners

strictness of the meat selection. Another reason making

buildings there have a history for over a century. At present,

to breed purebred cattle qualified as Kobe beef due to the Kobe beef so renowned is related to the local history.

Adjoining the sea, Kobe is one of the five oldest trading

ports in Japan. After the port was opened in 1868, Kobe

opened up a settlement exclusively for foreigners which was self-governed by them too. This implementation facilitated

once settled after the port of Kobe opened, so most of the these buildings have been renovated into pavilions of

various themes. It is pleasant to walk along the ramp and

appreciate the interesting houses, where you will not miss "SONE".

As one of the oldest jazz bars in Kobe, "SONE" was

the exchange between eastern and western culture, such

once a Japanese-style hotel which just celebrated its 50th

beef grew huger, some other aspects in western culture got

night: house bands take up the weekdays while bands or

as the popularisation of western food. As the fame of Kobe more and more popular.

For example, the first café in Japan was born in Kobe.

birthday last year. There are live shows here almost every musicians on tour take up the weekends.

You can also find traditional Japanese-style jazz cafés in

The first jazz band in Japan was also from Kobe.

Kobe, among which "Jam Jam" is the most popular one.

musicians have been to Kobe, the port city, to perform,

listening to the music was not as convenient as in today,

and so on.

visited regularly. This kind of café is usually divided into

At the golden age of jazz music, many great jazz

including Duke Ellington, Louis Armstrong, George Louis Even for now, there are quite many jazz live

performances, jazz cafés and jazz bars of different scales 54

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In the past when vinyl records dominated the market,

thus these jazz cafés became a spot where music lovers

two areas: the bar counter where customers are free to chat and the music area where customers can only enjoy their

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coffee and listen to

the music quietly. Of

course, you can always

order a drink instead of

coffee.

Every jazz lovers in Kobe

knows about "Jam Jam". It is in

the basement of a building. You will

hear the beautiful melody coming

out as soon as you are close to the entrance leading to the

basement. The music quality is so fine that you might think there must be a live performance inside. Stepping into the

cafĂŠ after passing through the inconspicuous entrance and the downward stairs, you will find yourself in an isolated world.

Apart from the spacious room inside and the

comfortable seats, "Jam Jam" is equipped with extremely

good sound equipment for playing the music. You can hear every details on the record: the piano's sound strokes your

eardrum tenderly like sea waves, the drumbeats make your heart vibrate and the high notes from the trumpet can just

penetrate through your nerves like a silver needle. Even the crackles from the record here sound like popping popcorns rather than the "bean-frying sound" you probably will hear elsewhere.

familiarity with a certain music genre. Also, these pubs are not large, and some are so small that their counters can

only accommodate a few customers. Most customers are

regulars. They will have a couple of drinks after work and

have small talks with the owner before leaving for another round elsewhere.

Yet, you shall not worry if you are new. Since the room is

small, you can easily have conversations with the owner and the other customers and get familiar with each other over

common topics while having a drink. This is a place where

you are able to perceive the kindness and warmth from total strangers.

In Kitano-cho, you can also find a pub like this called

"Jazz & Booze".

The pub is neither too big nor too small with bottles of

alcoholic beverage displayed on the counter in rows. The

wall opposite is plastered with Billie Holiday's poster while some books and magazines about jazz music are scattered along side. Over a hundred records are collected on the

record stand at the end which seem to be aged judged from their outside covers.

If you are a new-comer, you will find the owner,

Mr. Toyama, not much of talker. However, he might be communicating with you in another way.

I remember my first time there finding him keep playing

There are also jazz pubs like "midnight diners" in Kobe,

different records relevant to "spring", "Spring is Here" by

The owners of these jazz pubs are usually senior jazz fans

Spring" by Bill Evans whose photo with his own autograph

which are the most relaxing ones.

who show special preference to a certain musician or great

Makoto Ozone at first followed by "You Must Believe in stood exactly right there on the counter.

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My conversation with Mr. Toyama started with Bill Evans.

He told me that the photo was borrowed from a friend

of his many years ago and left with him since then. The date written on the photo showed it was signed in 1973,

which was mistaken by Bill Evans at that time. He actually autographed this photo at in the year of 1975.

Mr. Toyama is familiar with local Japanese jazz music,

especially a label called "Three Blind Mice". He played for me quite many records produced by this label, which are

all his precious collection. Every time he introduced those

records, he would accurately point out the exact producing year of each of them. I was astonished by his memory,

wondering how he could manage to remember all that, but I think it is common for an experienced jazz fan like him.

I also brought up Haruki Murakami during our

conversation, telling him that I knew Haruki Murakami has been to school in Kobe, who was one of the

reasons inspiring me to start going to jazz pubs. I have been to quite a lot jazz pubs in Tokyo and Osaka, including a pub named "Old Blind Cat"

where Haruki Murakami always dropped by when he was young.

Nodding at what I just said, Mr. Toyama turned

around to fetch the business card of his pub and hand

over to me with both hands. He told me this pub has opened for decades. Before he moved it into this new building

more than ten years ago, Haruki Murakami was a regular customer.

Speaking of coincidence, he and Haruki

Murakami went to the same middle school.

I did not expect I would

find out such an anecdote in "Jazz & Booze", a jazz pub I randomly walked into.

But sometimes, things like

this do happen.

The real fun of travelling

usually appears at somewhere out of your expectation.

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神

戶通常不是遊客去關西遊玩的第一選擇。這裡不

像京都和奈良，有那麼多的寺廟，自帶古風濾鏡， 也不像大阪，熱鬧繁華，購物街就能讓人走暈。

但神戶有其特別之處。如果喜歡美食美酒還有音樂的

話，神戶值得一去。

神戶牛自不必說，這是神戶人引以為傲的特產，

被稱為牛肉中的貴族。之所以這麼出名，主要有兩 個緣故，一是品種純正，養殖艱難，肉質評選嚴格； 另一原因則是跟神戶的歷史有關。

神戶靠海，是日本最早開放對外通商的五個港

口之一。1868 年開港的時候，神戶開闢了專供外國人

居住的居留地，由外國人自治，這對東西文化的交流起

到了重要的作用，比如西餐文化的普及，這自然使得神戶

牛的名氣越來越響，同時，還讓一些其他西方文化得以流行。

比如日本的第一個咖啡館，是在神戶誕生，日本的第一支

爵士樂團，也是出現在神戶。

因 為 是 港 口 城 市 的 緣 故， 在 爵 士 樂 的 黃 金 年 代， 很 多

偉大的爵士樂手都到過神戶演出。Duke Ellington、Louis Armstrong、George Louis……這是一長串的名字。

即便如今，在神戶，大大小小的爵士樂現場、爵士咖啡館

和爵士酒館也不在少數，考慮到這座城市的規模，這一點尤其 難得。

有那種名氣大的爵士現場酒吧，比如 SONE，在神戶的北

野區。

北野區是遊客相對較多的地方。這裡有一條長長的坡道，

以前也是外國人的居住區，很多建築都有上百年的歷史。如今 這些地方被改建成了各種主題的展館供人參觀。

SONE 就是在這條坡道上，它是神戶最老的爵士酒吧之一，

前身是一個日式旅館，去年剛剛度過了 50 周歲的生日。這裡 幾乎每晚都有演出，工作日通常是駐場樂團，週末了，則是一 些巡演的樂團或者音樂人。

神戶也有那種很傳統的，很有日本特色的爵士咖啡館，最

出名的是 Jam Jam。

在以往黑膠唱片的年代，聽音樂不像現在那麼便利，這些

爵士咖啡館就成了音樂愛好者時常光顧的地方。這種咖啡館通 常分兩個區域，吧台附近可以聊天，但靠著音響的聆聽區域則 不可以說話，客人可以在那喝喝咖啡，享受音樂本身。當然， 你也可以點上一杯酒。

Jam Jam 是神戶的爵士樂迷無人不知的地方。它在一棟

大樓的地下室，你走到樓道口，就會聽到美妙的音樂，乍一聽 你會以為下面正舉辦著現場演出。樓道口的標誌不算起眼，但 沿樓梯而下，走進 Jam Jam 的室內時，你會發現像是到了 一個與世隔絕的世界。

這裡空間寬敞，座椅舒服，最重要的是，音響設備

非常棒。你能真切地聽到唱片的各種細節，琴聲像浪 潮撲打在你的耳邊，鼓點直擊心臟，小號尖銳之處， 則像是銀針穿過你的神經，至於唱片的雜音，在 別處聽到的若是用炒豆聲來形容，這裡的則像是 爆米花的綻放。

神戶還有那種像是「深夜食堂」的爵士酒館，

這種地方是最愜意的。

老闆往往是個資深爵士樂迷，對某個樂手情有獨

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鍾，或是對某個音樂類型如數家珍。這些店通常不大，有些甚至小 得過分，只能在吧台坐上幾個客人。這些地方來的往往是常客，大 家下班了，會過來喝上幾杯，跟老闆打個招呼，再另尋去處。

不過，就算第一次前去也無需擔心。因為地方小，但凡落座，

點上一杯酒後，你跟老闆或是其他客人就更容易寒暄幾句。話題相 投，大家熟絡起來，你能體會到那種陌生人的善意和溫暖。 在北野有一家叫 Jazz&Booze 的爵士酒館就是如此。

那 兒 不 大 不 小， 吧 台 裡 放 著 幾 排 酒， 對 面 牆 上 貼 著 Billie

Holiday 的海報，邊上散落著幾本爵士樂的書和雜誌，盡頭處唱片 架上放了百來張唱片，看封套的新舊程度，都是久歷了沙場。

你要是第一次前去，會發現店老闆富山公雄先生看起來像個

不太愛說話的人，但他也許已在用另一種語言和你交談。

我記得自己第一次去那的時候，發現他接連放的幾張

唱 片， 都 跟「 春 天」 有 關。 先 是 小 曾 根 真 的《Spring

Is Here》， 再 是 Bill Evans 的《You Must Believe In Spring》，而在吧台的盡頭，正好就有一張 Bill

Evans 的簽名照。

我跟富山先生的交談，就是從 Bill Evans 開始的。

他告訴我，這張照片是他向自己一個朋友借的，結果

放在這一放就是很多年。照片上的簽名日期是 73 年，但實際

上 Bill Evans 搞混了年份，那是他 75 年的時候簽的名。

富山先生對日本本土的爵士樂很熟悉，尤其是一個叫「三盲

鼠（Three Blind Mice）」的廠牌，他給我聽了不少這個廠牌所

出的唱片，都是他的珍藏。每每介紹起這些唱片，都會說出它們發

行的確切年份。我驚訝於他的記憶力，好奇他怎麼能記得這麼清楚， 但轉念想想，對他這樣的骨灰級樂迷來說，這大概又是個常事。

在跟富山先生的聊天中，我還提起了村上春樹。我告訴他，我

知道村上在神戶上過學，他也是我開始逛爵士酒館的原因之一。 在東京和大阪，我去過好些爵士酒館。東京有家酒館叫 Old Blind Cat，那是村上春樹年輕時經常會去的地方。

富山先生點點頭，轉身找了張名片出來，雙手奉上，告訴我，

其實他這家店也已開了幾十年，差不多十多年前搬來了這個新樓， 在此之前的老店，村上春樹也有光顧。

說起來，他跟村上春樹還是同一個中學的校友呢。

我聽了這話頓感驚訝，Jazz&Booze 只是我隨意走進的一家爵

士酒館，沒想到竟有了這麼一個小小的奇遇。 不過有時候就是這樣。

旅行中的快樂，有時候會出現在你意想不到的地方。 MOUTAI MAGAZINE

59

Find Joy amidst Liquor 酒中作樂

EDIT/ 文 Joseph Tsui TRANSLATION/ 譯 Ziyang

60

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MUSE 樂

Wilhelm Furtwängler Wilhelm Furtwängler, in full Gustav Heinrich Ernst Martin Wilhelm Furtwängler, (born Jan. 25, 1886, Berlin, Ger.—died Nov.30, 1954, near Baden-Baden, W.Ger.), German conductor, one of the great exponents of Romantic music. Known for his passionate, romantic style, he excelled as a conductor of the works of Ludwig van Beethoven and Richard Wagner.

A

富特萬格勒

富特萬格勒，（1886 年 1 月 25 日生於德國柏林， 1954 年 11 月 30 日逝世， 位於德國西部巴登巴登附 近），德國指揮家，浪漫主 義音樂的偉大倡導者之一。 他以熱情、浪漫的風格著稱， 以指揮貝多芬及理查德瓦格 納的作品而聞名。

t the beginning of the peculiar 2020, instead of

other musicians in the record history. One of the reasons is

home and spend some "alone" time, away from

legacy. Another reason explaining the situation is that this

going out and having fun, everyone has to stay

all the excitement out there. Looking at the on-line posts

and information, I found people can still find a way to cheer

themselves up in the uneventful life. It is like when savoring the liquor, we can seek joy amidst either sweetness or bitterness from the sip.

Not until living such life for some days did I realize that I

actually own so much spare time in my daily life to do what I want. Thanks to the advanced world of internet, we can

get access to every information in the world. For me, liquor and music basically fulfill my recent life: having a few

drinks alone at home satisfies my sense of taste while music contents my mind. I believe these two elements also spice up most people's lives.

Looking back to the hard time in history, spiritual life has

always been the savior of those who going through hardship in their real life, and the works of Wilhelm Furtwängler, the

renowned German music conductor, can be regarded as one of the most classic demonstrations of spiritual life. Today,

due to the decreasing number of people listening to records, physical record stores in Hong Kong have successively been closed down. However, Furtwängler's market appeal is still

very strong despite his decease for over 60 years. Apart from continually re-publishing his limited pieces of recordings, the major record brands will constantly promote

transcribed copies of better version strictly based on the research on the source of each master tape in order to

solicit more business, which is a rare phenomenon among

obviously Furtwängler's great art achievements that left a

master was not fond of recording in the studios. Most of his

tapes were recorded during his live shows. Therefore, some

of his works would have more than one master tape because

of live recording and copyright issues. Some passionate fans would even bring their own recording devices to make the "pirate" tapes, making the status of his recording heritage

more complicated. On the other hand, the complication also triggers music lovers' increasing enthusiasm in pursuing

and discovering different versions of his works, and I am definitely one of them.

During Furtwängler's career life as a conductor for

decades, the recordings he left can be traced back from

1920s to 1950s. Most of his conducting works contributed to the music by contemporary German and Austrian

composers, among which Beethoven's works were an unsurpassable monument, representing the peak of Furtwängler's recordings. Among his recordings of

Beethoven's works, "the Symphony No. 5" ran through his

entire professional life. There were recordings of this work in each phase during Furtwängler's career from 1920s

to 1954, the year he passed away. As is known to all, "the Symphony No. 5" is also called "Fate", and Beethoven's

famous line "take fate by the throat" is widespread. In fact,

there are so many recordings demonstrating this symphony throughout history, and it is not unusual to find excellent

ones, but how Furtwängler's interpretation can still stand out from all of them? The musicians from Germany,

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especially those who are from the same generation as

Furtwängler, were greatly influenced by the war. Likewise,

Furtwängler's recordings can be generally divided into three stages: "pre-war recordings", "wartime recordings" and

"post-war recordings", which were largely distinct from one

another. It is unquestionable that Wilhelm Furtwängler was the greatest conductor staying in Germany during the Nazi period. The dispute is whether he can be regarded as the

greatest conductor in his day or the whole human history.

As for the reasons why he did not leave the Nazi Germany

or quitted his role in it, they can be solely discussed over an academic paper.

For over 30 years, Furtwängler was the director of the

Berlin Philharmonic Orchestra. Though the Orchestra's

activities were once suspended after the war, it was still able to reach its glorious golden age under the leadership of a great master. Most of Furtwängler's "pre-war" recordings

were Beethoven's No. 5 Symphony recorded around 1920s to 30s. What he demonstrated in the records at that stage was a style of unrestraint, a mixture of regulation and

improvisation. However, due to the limitation of recording conditions at that time, his "pre-war" recordings were

not perfect enough for him to reach the peak. During the

war, it was a miracle that his recordings could even exist.

According to much information, Furtwängler shouldered a kind of responsibility as a German intellectual that he

thought he was obliged to stay in Germany in the darkest age and try his best to fight for Germany's future. Some might say he was politically naïve, same as many other

artists, but his recordings during that period explained

everything. Compared to the relatively well-disciplined "pre-war" recordings, his "wartime" recordings were so

powerful like a mature giant smashing down everything around, which was unprecedented and outshining.

Facing the wounded motherland destructed by the war,

Furtwängler's records entered another level. Apart from a sense of sorrow heaviness, his "post-war" recordings also

elicited deep thinking, inspiring his nation with the music.

No language can describe music properly. Today,

Wilhelm Furtwängler's records may also act as a lighthouse, sweeping away the haze and guiding us to move forward with strengths as in the old days.

If you are intrigued, why not digging out Furtwängler's

recordings on the internet by simply tapping at the

keyboards, grabbing a drink, and travelling back in time by listening to his soul-stirring masterpieces?

2

020 新年伊始，人人都避開熱鬧。回看網上的很多消

息，人們就像品酒一樣，從甜甜的或者苦澀的味道中 作樂。

一段時間後，覺得自己的日常原來可以空出那麼多的時間出

來，做自己想做的事。多虧現今是一個網絡的世界，絕對可以讓人 62

MARCH 2020

MUSE 樂 足不出戶，便知世事。對我而言，家中獨酌一兩杯，可以餵飽我的 嘴，聆聽音樂，可以餵飽我的腦，兩者結合，便是我最近大致的生 活，相信這也是大家必不可少的生活調劑了吧。

回顧一下歷史上的艱難時期，現實生活的糟糕必然需要精神生

活來搭救。這當中最典型的例子，莫過於這位藝術家，德國的指揮

家 Wilhelm Furtwängler（富特萬格勒，1886-1954）。相信現 在聽唱片的人是越來越少，香港的實體唱片店也一間連著一間地倒 閉。然而富特萬格勒已經逝世超過一甲子，但市場號召力仍然非常 強勁。稍隔一段时间，各大唱片品牌就總會不斷重新出版其為數不 多的錄音。而且在其錄音母帶出處之考究上，不斷吹毛求疵，不斷 以推出更好的轉錄版本為招徠，這在唱片歷史上的其他音樂家當

中，實屬罕見。這裡主要的原因，其一當然是富氏的雋永藝術成就， 其二就是大師生前並不喜歡走進錄音室，所留下的錄音，大多是趁 現場演出之便所留下的。後者所留下的錄音，因為現場錄製以及版 權所有的緣故，出現不止一個母帶的情況，更有甚者，其時的狂熱 聽眾，甚至會私自攜帶隨身錄音設備進場錄製所謂的「海盜版」， 這令大師的錄音遺產狀況更加複雜，但是也增加了現在樂迷們追求 發掘的熱忱，我便是其中之瘋狂者。

富氏在其幾十年的指揮生涯當中，留下的錄音從 20 世紀 20

年代橫跨至 50 年代，主要集中在德奧作曲家當中，這其中貝多芬 是一座繞不過去的豐碑，也是富氏錄音之高峰。而大師留下的貝多

芬錄音當中，第五交響曲貫穿了大師的整個錄音生涯，從 20 年代 至大師去世那年（1954），每個時期都有留下第五交響曲的錄音。 眾所周知，這首交響曲的別名「命運」，以及貝多芬那句「扼住命 运的咽喉」聲名遠揚，歷史上留下的此曲錄音多如牛毛，能達出類 拔萃者也不在少數，那麼富氏對此曲的詮釋有何獨到？德國的音樂 家，尤其是富氏這一代的，戰爭對其藝術成就的影響是巨大的，富 氏的錄音同樣可籠統地分為「戰前」、「戰時」、「戰後」三個階 段，這三個階段間的區別是顯著的。無可厚非，在納粹德國那個非 常時期，富氏是留在德國的最偉大的指揮家，有爭議的是富氏是否 是他那個時代甚至是人類史上最偉大的指揮家。至於大師為何不離 開納粹德國以及其在納粹德國中扮演的角色，這簡直可以是一篇學 術論文了。

富氏作為柏林愛樂樂團三十餘年的總監，雖然戰後有所中斷，

但樂團作為大師的「親兵」，也在其帶領下達到最輝煌的黃金年代。 在戰前，主要是 20、30 年代留下的貝多芬第五交響曲的錄音，富

氏表現出的是灑脫的風範，規矩的框架填滿之餘，卻又有幾處神來 之筆，但由於錄音條件的限制，未能達到更好的境界，僅憑這個， 還幫助不了富氏登峰造極。但在戰爭年代，富氏的錄音，卻是一個 奇跡般的存在。有資料顯示富氏的內心有一種德國知識分子的責 任，其覺得有義務更要在黑暗的年代留在德國，盡自己的努力為德 意志的未來而努力。這或許是藝術家的政治幼稚，但其戰時留下的 錄音足以說明一切。比起戰前的稍顯規矩，這裡的錄音猶如一個成 熟的巨人散發出了狂野的力量，這是一種摧枯拉朽的體現，在富氏 之後的錄音當中前所未有，也足以傲視群雄。戰爭洗禮之後，面對 著滿目瘡痍的祖國，富氏的錄音又進入了另一個層面。這裡除了悲 哀的厚重外，更有一種深入的思考，用音樂去鼓舞著自己的民族。

語言形容音樂，始覺無力。富特萬格勒的錄音，在今天，或許

仍能像當年一樣，發揮燈塔的作用，為大家一掃陰霾，給予我們力 量繼續前行。

有興趣，不妨一邊舉起酒杯，一邊網上按幾下鍵盤，便可輕易

聆聽當年的驚心動魄。

MOUTAI MAGAZINE

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Stay Tipsy in the Heart of Montreal: Hotel Ambrose 安布羅斯酒店： 在城市的心臟裡微醺 EDIT/ 文 Erika Leung

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MUSE 樂

MOUTAI MAGAZINE

65

T

his time, I decide to follow the advice from

the main entrance.

Quebec wine and a basket filled with local

Ambrose as well as the house next door, and a passage

owners of Hotel Ambrose. With a bottle of

purveyors' delis, I will head to Mont Royal for a sunbath and a picnic.

Here is Golden Square Mile, originally home to the

wealthiest in the Dominion including founders of the

legendary Ritz-Carlton Montreal, with many majestic and

architecturally significant mansions, where Hotel Ambrose is situated. This lovely heritage hotel is on Stanley Street

between the Sherbrooke Street and the Mont Royal. McGill

In the 1970s, the building was purchased from Madame

was made in the staircase to merge the two sides. It was then converted into a hotel, and has remained so since.

The current owners have turned it into a boutique hotel in a historical heritage since 2011. Many changes have been made to the hotel to keep it updated, including 21 guest suites, the opening of a specialty cafe in the lobby, an annex, a garden, and will continue to innovate.

Every hotel room is unique and eclectic, featuring

Law School is her neighbour. It was originally two separate

original architectural details and character through a close

where the reception is currently located was owned by

the guests comprises deliberate arrangements of antique

homes constructed in 1910. At some point, the main house Madame Ambrose. After her husband passed away in the Second World War, she was left with a large building to

occupy by herself. Then she decided to rent out the rooms to travellers and students. To this day, the original signage of the "Ambrose Travel Lodge" is on the glass panel above 66

MARCH 2020

work between the owners and the architect. What delights furnitures and installations in dialogue with different

periods of time. To enumerate, one can find classical and contemporary French doors both appearing in the same

room, the former as the wall behind bed and the latter for

the bathroom. In another room, the most-updated fireplace

MUSE 樂

is paired with the original mantel decorated with antiques

resort for their circle. "We don't have an elevator, nor are we

after passing by the 1910s fireplace and the bibliotheque,

law school students and their parents during convocation,

from 1930s and a modernist chair. Taking the stairs up, we spot Art Deco furnitures and a Bauhaus bathtub in

another room. The former Honeymoon Room of Madame

Ambrose, which she kept in honour of her late husband for many years, has been turned into the most popular Family Suite. After all, who doesn't like to take a selfie in the oval

mirror and post it in Instagram? What is more, the linen of

every room are locally designed and made in natural fibres

wheelchair accessible. However, we are honoured to receive F1, Jazz festival, and the beginning of new school year."

It is hardly 11 a.m. but the annex is already full. "Guests

can stay until 11 p.m. when we closes." The annex is also

a powerhouse of events with music and appetizers, where professors, students, musicians, local artists, and craft

people frequent. "This is part of our sharing of culture."

"We welcome our guests in to a home, but we also try

and dyes. Besides, the personal care products are also from

very hard to get our guests out of hotel to explore the city.

essential oils.

in a walking distance to many natural, cultural, historical,

a local brand reputed in organic, natural ingredients and

"We go green and support local in our everyday practice.

As a firm gesture to environment protection, we do use recycled paper products in rooms and our cafe. Flours,

eggs, honey, maple syrup, coffee, cocoa, and tea in our cafe are all from local purveyors, from farm to table." From a

tasting portion of a Peruvian chocolate featured by Hotel Ambrose, I have found lovely fruit notes like cherry and

plum. "After immigrating to Quebec, this purveyor starts his own chocolate business with direct trade to cocoa growers."

Direct trade is beneficial to everyone: growers can earn

a better living; guests can enrich their enjoyment with a

reasonable cost; and most important of all, it is a sharing of culture."

No wonder Hotel Ambrose wins the favour from future

elites of legislation and jurisdiction who see the hotel as a

This has been another important mission for us. We are

and fine dining spots. There are various ways of enjoying Montreal." To make communications and understanding with the city and the region, for Hotel Ambrose, is

ultimately essential during the stay of their guests. The

Hotel has her own recommendations for guests to dine.

Guests can also receive discounts from Montreal Museum

of Fine Arts. There is even a package including a Breakfast in Bed according to North American tradition and a spa in Bota Bota thereafter. Since it is walking distance to Mont

Royal, a picnic with a bottle of Quebec wine and a basket of Quebec delis sounds perfect in the summer breeze.

It is tempting for me to check the list one by one as a

small ritual to welcome the summer picnic. I wish I could also see you around.

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在

蒙特利爾，濃濃的歐陸風情讓人「酒不醉人人自醉」。

來，男主人在二戰期間仙逝，成為富孀的 Madame Ambrose 將

瓶 魁 省 本 地 莊 園 佳 釀， 挽 起 編 織 食 籃， 從 Hotel

歡迎。在 1970 年代，主樓和旁邊的大宅由一位富商接手，繼續以

這 一 次， 我 們 打 算 聽 從 業 主 的 忠 告， 帶 上 一

Ambrose 出發，上皇家山曬太陽，享受草地野餐。

Ambrose 酒店地處蒙特利爾市中心 Golden Square Mile 區，

酒店林立的舍布魯克大街身後，門前小街蜿蜒直上皇家山，跟政要 搖籃——麥基爾大學法學院相距咫尺。它是一家文物酒店，開設在 兩幢相連的歷史建築裡。酒店的主建築在百餘年前屬於 Madame

Ambrose 和她夫君的私宅。這對夫婦屬於蒙特利爾乃至整個北美 最富庶的階層，圈中人包括蒙特利爾麗思卡爾頓酒店的創建者。後

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大宅改為「Ambrose Travel Lodge」接待旅人與學生，據說廣受

旅屋酒店的形式經營。2011 年，現任業主夫婦決定接過這兩座深 具歷史價值和意義的建築物，銳意將充滿了 20 世紀初設計之美的

建築保存修復，並重整成擁有 21 個房間，一個咖啡館，一個偏廳， 一個花園的 Ambrose 文物酒店。

酒店的每個房間都具備獨特的個性，同時也保留著建築原有的

細節和特色。業主和設計師精心蒐羅了不同時代，不同樣式的設計 傢俱，根據每個房間的個性設定和建築特點進行搭配。在這個房間

MUSE 樂

裡，古董法式拉門成為床頭的背景牆，跟當代風格的法式浴室拉門

們每天可以在這裡待到晚上 11 點。」偏廳也是一個熱門活動場所，

20 世紀 30 年代的壁爐架以及爐架上的古董擺設，搭配現代主義時

朵，他們的知性、優雅及智慧在音樂、小吃、繪畫、暢談裡閃閃發

交相輝映；在另一個房間，視線的中心點可能是當代新壁爐與來自 期的沙發椅；再上一層樓，途經維護良好的 1910 年大宅明火壁爐

和兩旁的書架，我們在另一個房間裡找到了 Art Deco 時期的傢俱，

會聚了大學師生、本地音樂家和藝術家們，這群蒙特利爾的燦爛花 光。「這也是我們文化推廣的一部分。」

「可是，千萬不要光待在酒店裡呀！我們很努力地把我們的客

Bauhaus 風格的浴缸；Madame Ambrose 當年的蜜月套房被修

人『趕』出去，希望他們能夠享受蒙特利爾，享受這裡最精彩的文

前，拍下自己的晨妝倩影。值得一提的是，所有房間的布草均出自

項努力，是在城市中心為有眼光，有品味，有追求的客人提供一個

繕為家庭套間，聽說十分搶手，不少賓客喜愛在壁爐架上的蛋形鏡 本地設計師之手，盡可能選用天然染料和有機棉；酒店的身體護理 產品也選用了本地一個堅持使用有機，自然原料和精油的品牌。

「支持本地業者，愛護地球、環保、綠色，不單是概念，也是

我們身體力行的日常。我們不但在房間，甚至在大堂咖啡廳用的所 有紙品，都要選擇可再生原料；我們選用的麵粉，雞蛋，蜂蜜，楓 糖漿，咖啡，可可，茶飲，全是本地製作，原材料也是農場 / 產地

直供。」酒店負責人給我嚐了充滿了櫻桃、李子芳香的秘魯單源巧 克力，「這位秘魯廠商直接向可可種植農採購原材料回魁省加工， 既能幫到種植農提高收入，我們也能以合理的價錢享受高品質的產 品。最關鍵的是，我們讓本地文化成為了客人的親身體驗。」

酒店眼光和出品如此獨到，難怪未來的律政菁英們視此地如

寶，不是小圈子裡的自己人，決不輕易帶上門。酒店負責人說：「儘 管我們沒有電梯和無障礙通道，然而法學院學生們時常佇足於此， 他們的家長更是喜愛在此居停一夏，從畢業季，F1 賽事期間，爵

士音樂節，到開學季。」上午 11 點，我見酒店偏廳裡已然座滿，「他

化，藝術，自然環境，以及在其中找到無限樂趣。」酒店的其中一 符合他們需求的落腳點，讓他們能夠盡情沈浸在這個城市裡，通過 色聲香味觸五種感官，與文化對話。這可以是根據酒店精心定製的 路線，逐一拜訪附近的酒吧餐廳，探索當地融會兩大洲精華的飲食 文化；也可以到酒店合作夥伴——蒙特利爾大美術館花上一天；還 可以是先享受北美傳統的床上早餐，再啟程前往老港的 Bota Bota

水上 Spa；又或者，帶上本地莊園特供的葡萄酒，按照本地人最喜 歡的方式，曬太陽和野餐。

初夏未至，我打算先按圖索驥熱熱身，並期待和你相遇。

鳴謝酒店提供照片和文字資料來源 Photo and text resource: Hotel Ambrose Hotel Ambrose Add.: 3422, rue StanleyMontreal, (Qc) H3A 1R8 Tel.: (514) 288-6922 Fax.: (514) 288-5757 E-Mail: info@hotelambrose.ca

MOUTAI MAGAZINE

69

70

MARCH 2020

MUSE 樂

Aman's Healthcare Regimen 安縵的養生療法

TEXT/ 文 Yam

MOUTAI MAGAZINE

71

H

ealth is one of the most concerned topics right

now. If our body's natural defense system works well, we can defeat many kinds of diseases.

Aman is pleased to announce new wellness programmes

designed to bolster and support the body's natural defense system with the aim of enabling guests to be at their

optimum health. Drawing on the most advanced medicine and scientific knowledge, as well as the wisdom of ancient wellness traditions, each new programme will tackle a

specific aspect of immunity and reflect Aman's signature integrative approach to wellbeing.

 Intravenous therapies on offer include Myers' Cocktail

IV, a potent recovery formula with magnesium and vitamins C and B; Custom Immune Boost IV (Myers' Cocktail plus alpha lipoic acid), helpful for improving carbohydrate

metabolism and reducing inflammation; and High Dose Vitamin C, which promotes antiviral, antibacterial and

anticancer activities. Vitamin D injections increase the level of macrophages which are crucial to the function of the immune system and helping prevent cancers.

Aman's new Traditional Medicine Immune-Support

Retreat focuses on the immune-supporting practices

to regain the equilibrium of body and mind to prevent illnesses.

72

MARCH 2020

MUSE 樂

健

康和養生是當下公眾最關心的話題。自身的免疫力則

影響並改善腸道功能。

許多疾病的威脅。影響免疫功能好壞的原因有很多種，

素 C 和 B，添加在酒中，是效果顯著的體能恢復配方；定制免疫

是最佳的抗體。若能好好發揮免疫力，人類可以免受

我歸納出最重要的六個原因：年齡、營養狀況、睡眠、藥物、運動、 環境與心理壓力。

當下，酒店業也在因應環境迅速做出調整，譬如安縵則推出了

全新康體養生體驗。根據每位賓客的獨特情況和狀態，他們充分考 慮各個方面的因素，從而打造個人化的體驗，致力提升免疫系統， 增強自然屏障。

在某些安縵的渡假村，他們為賓客制定的養生方案，包括具有

針對性的特定療法，目標是增強免疫系統、減輕壓力、減少毒素的

其中，比較特別的靜脈療法包括梅氏雞尾酒 IV，將鎂、維生

增強 IV（邁爾斯雞尾酒加 α- 硫辛酸），有助於碳水化合物代謝和

減少炎症；大劑量維生素 C 療法，可增強身體的抗病毒、抗菌和

抗癌能力。他們還使用維生素 D 注射，可增加對免疫系統功能至 關重要的巨噬細胞水平，並有助於預防癌症。臭氧療法刺激細胞因 子的產生（細胞因子是免疫系統分泌的影響細胞信號傳導的蛋白 質）。

安縵還推出了以傳統醫學提升免疫力為主題的全新度假村，致

力於讓每位到訪賓客恢復身心健康的平衡以預防疾病。

MOUTAI MAGAZINE

73

Suite Poem: Inebriation of the World (Excerpts) 世界之醉 ( 組詩節選 ) EDIT/ 文 Xu Bichang 徐必常 TRANSLATION/ 譯 Kwankwan

Ju-Jiang

The one who named liquor "Ju-Jiang" Must be the father of Ju-Jiang

Emperor Wu of Han

The Panama-Pacific International Exposition

Absolutely incomparable

On the ground of the expo venue

Lands and fine liquor

Holding the drinking cup,

The important officials around you

In the picturesque scenery of Maotai town

the liquor down your belly

he thought about all the good things

Definitely no match for

Smoke slowing wreathed over the cottages

I have no idea how good your liquor was

There must be a toasting song

"Luscious" is what you said

Surrounded by the inebriety of fine liquor As beautiful as his wife and children

But I know how you felt about Ju-Jiang

And people lost their souls at your words

Having them around

You tasted Ju-Jiang, a mouthful after another

Just like the night wind

All took Ju-Jiang as vinegar

The breeze gently kissed his face Brushing through his pillow The old days must be so wonderful Otherwise, through all these years Time would not turn the river into such mellow liquor

Those goddesses in the palace Saw vinegar as destiny

And wanted to see through your cup with fate

But who would know

The moment you raised a cup of liquor

Ju-Jiang, you must be the quintessence of

You were lifting the territories you owned

And the harvest growing from it

Is the beauty of Ju-Jiang

Moutai sown by that man

枸醬

那個把酒取名為枸醬的人 一定是枸醬父親

一句「甘美之」

Lower their heads with mincing looks

碎在博覽會會場那一地酒瓶

她那肚子裡藏著的

就如中國人胸中的情懷 心中的道德

有人就丟了魂和魄

被一個政權捂住了本色

那些絕世的美女

我敬佩那個擲地有聲的人

日子肯定美得不行

可有誰知道

MARCH 2020

It is you who made those arrogant ones

卻是醉倒世界的醇香

都想用命運望穿你的酒杯

和長在酒中的收穫

I respect you, the powerful one

And your power to conquer the others

但我知道枸醬

吹過枕頭的那陣風

種在茅台的精髓

Were concealed by the regime

一個以瓷器為名的國度

都把枸醬當成醋來喝了

枸醬，你肯定是那位男人

The feelings in our chests

The morality in our hearts

絕對不會成為肚子裡的美酒

有輕風從耳邊拂面

把一條河流變成美酒

74

你身邊那些重臣

你一口又一口品著枸醬

不然時光，不會在多年以後

hidden in her belly

何嘗不是那時的中國

江山和美酒之間

一定如他身邊的女子 就如夜晚

But with enchanting aroma

肯定誰也不等於誰

在你心中的味道

兒女們肯定繞膝

This is a nation famous for porcelain

巴拿馬萬國博覽會

枸醬升騰起來的醉意

肯定有一曲酒歌。酒歌的美

at that time

漢武帝

你的美酒美到什麼程度我不知道

一定挽著炊煙

Mirrored what China was like

The beauty of the picturesque land

他手把著酒杯，心懷著美好 茅台的風景肯定是如畫的

The shattered liquor bottle pieces

都把醋當命運來喝了

你舉起一杯酒 就是舉起江山 江山如畫

那江山的秀色

就是枸醬的秀色

更敬重你征服人的力量

是你讓那些趾高氣揚的人 低下他們裝模作樣的頭顱

MUSE 樂

Have a Drink

Drink Moutai to celebrate our reunion in Nanjing

Feitian (Flying Apsaras)

After coming back from the long march

Feitian of 60 years, is with lofty aspiration

Snow falls heavily in Jiangnan and it deserves a drink

Has exceeded Wu Gang's osmanthus wine

As the poem tells moving stories —— Chen Yi

If my friends come over from afar I will definitely think of Moutai

Unlike the general who drinks Moutai

I will tell my friends stories about Moutai

The liquor named Moutai

If you doubt it, you can ask

Do any immortals and mortals

Still drink unstrained liquor alone At the Mid-Autumn Festival

The floral fragrance of osmanthus

Can never compete with liquor aroma

From Ju-Jiang to Emperor Wu of Han

Among all liquor, Moutai is an extraordinary lady

From the founding ceremony

And her ambition is stronger than Chang E's

From Emperor Wu to Panama to the return of Hong Kong From today to tomorrow

If I have to appreciate the view around me alone I will compare Moutai to poems Their beauty intoxicates me

And their inherence possesses me I cannot compare myself with the general With his poem on the horse back

He leaves his liquor in Maotai town

But Moutai is the roundworm in my belly Always biting me from the inside

飲酒

金陵重逢飲茅台，萬里長征洗腳來。 深謝詩章傳韻事，雪壓江南飲一杯。 ——陳毅

如果朋友從遠方來 我一定會想著茅台

將軍飲茅台，我可不

我給他們飲茅台酒的故事 從枸醬飲到漢武帝

從漢武帝飲到巴拿馬

從開國大典飲到香港回歸 再從今天飲到未來

如果我獨自欣賞身邊的景物

Her wing is larger than Chang E's

When she flies, she flies higher than the sky

Carrying the Chishui River and Maotai Town Zunyi, Guizhou and China

A land of 9.6 million square kilometers Her ability, is more than limitless

Good wind all wants to embrace her force Don't worry

Once the Moutai bottle is opened All good things will come along

飛天

六十年飛天，心比天高

那個叫茅台的酒，早就勝過了吳剛的 桂花酒

不信你問問八月十五 還有多少神仙和凡人 抱著一壇濁酒獨醉？ 桂花再香抵不過酒香

酒中的茅台，那是酒中的奇女子 她身上的翅膀比嫦娥的大 她心中的理想比嫦娥的大 她這一飛，比天還大！

帶著赤水河，帶著茅台鎮 帶著遵義，帶著貴州

我會拿茅台酒和詩比

帶著九百六十萬平方公里土地的中國

用它們的心來掏空我

何止是大字了得？

但我肯定不能和將軍比

好風都想憑她一份力

而茅台只是我肚子裡那條蛔蟲

茅台酒一開，

用它們的美來陶醉我

他的詩在馬背，他的酒在茅台 老是在裡面一嘴嘴咬我

她的能耐

這不：

好事自然來！

MOUTAI MAGAZINE

75

National Banquet

國宴

I don't know whether liquor is the eye of a banquet

酒算不算宴席上的眼睛我不知道

looking at me

和看我那雙眸子多麼相似

Liquor served on a national banquet is

而國宴上的酒就更加不同

I see when the leaders raise their cups

舉起的是一個國家的氣度

But I know its glitter is similar as the sparkling eyes

much more different

They are also showing the bearing of a nation All those eyes staring at Moutai

但我知道它的晶瑩

我看到領袖們舉起杯時

那一雙雙盯著茅台的眼睛 何嘗不是在盯著中國

Are also staring at China

盯著她的禮儀，盯著她的歷史與未來

Moutai of 1952

1952 年的茅台酒

At her manners, her past and her future

11 years later, why did Mao remember this particular year

十一年後，為何毛澤東還記得這個年份

Why did he remember her as a gift

記得用她，作為國家的禮物

11 years ago, the three distilleries

十一年前，那三家燒房

They were going to make the new-born republic drunk

它們要用自己的力量

And Moutai liquor produced in this year To bond nations and nations

Were like three big clenched hands With the power in their hands

In that year, Moutai was first put in the surname of "nation" Gathering the country's energy She bore the heavy burden

記得這一年的茅台酒

編織一國與一國的紐帶 就像緊握的三雙大手 讓新生的共和國沉醉

那一年茅台酒第一次姓「國」 她以國家的名義 她集國家的能量

In the name of the nation

她承擔一個國家的重托

The Geneva Conference

日內瓦會議

Apart from peace

We also bring fine liquor

我們除了帶去和平 還得帶上美酒

So we can toast to peace

我們得為和平乾杯

Apart from "the Five Principles"

我們除了帶去「五項原則」

So we can get drunk together with the whole world

我們要與世界同醉

All the nails in the world

那些世界的釘子

We also bring Moutai

Will get rusty when they encounter Moutai The flowers representing friendship Will become in full blossom

When they are watered by Moutai Look, the vines and roots underneath the flowers

Were holding on to each other like holding hands

還得帶去茅台

一旦遇上茅台 絕對就會生銹

那些友誼的花兒 一旦遇上茅台 就會開得更豔 這不，你看那些友誼之花 花下的藤和根

像一雙雙手緊握著

76

MARCH 2020

MOUTAI Magazine (International Edition) 世界之醉（國際雜誌） Thank you for your subscription. We will send you an email confirmation as soon as we successfully received your order form. Once your subscription is confirmed, you will get every new issue of the MOUTAI Magazine (International Edition) delivered to your door. 非常感謝您的訂閱。成功收到您的訂閱表格後，我們會給您發送一封確認郵件。訂閱一經確認，您將收到每期新出版的 《世界之醉（國際雜誌）》。

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機場貴賓廳

Restaurants 餐廳

Clubhouses 娛樂會所

Hotels 酒店

Friends/ Relatives 朋友 / 親人傳閱 Exhibitions 展會

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Others (please specify) 其他（請註明）：_______________________________ 3.What content do you want to read more in the magazine? 您希望在雜誌上看到更多哪方面的內容？ Art 藝術

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Tourism 旅遊

History 歷史

Culture 文化

Hotel 酒店

People 人物專訪

Catering 餐飲

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MOUTAI MAGAZINE

77

MOUTAI On The World Map 茅 台 在 全 球 2020

Gao Weidong Talked with Liang Jianzhang to Explore Cross-Industry Cooperation Between Moutai and Ctrip

Recently, Liang Jianzhang, Chairman of the Board of Directors of

Ctrip Group, visited Moutai. Moutai Group Chairman Gao Weidong

and General Manager Li Jingren had a discussion with Liang

Jianzhang's delegation to discuss the development of the cultural tourism industry.

"Moutai is the most attractive shopping choice for tourists coming

to Guizhou. I'm also a Moutai fan. I only choose Moutai among baijiu."

Liang Jianzhang said that in recent period, domestic tourists would

inevitably prefer domestic tourist destinations. Ctrip could promote

industrial tourism around Moutai, which could not only increase the

attraction of Guizhou tourism, Zunyi tourism and Moutai industrial tourism, but also enhance tourists' recognition of Moutai's brand,

MOUTAI News

culture and value, and cultivate loyal consumers for Moutai.

Gao Weidong pointed out that Moutai's industrial tourism has

been affected this year. In order to vigorously promote Moutai's

industrial tourism in a short period of time, it is necessary to move 78

MARCH 2020

forward with such excellent enterprises as Ctrip. Both Ctrip and

Moutai have their own brand, cultural and customer advantages,

while Moutai's cultural tourism industry still has a lot of basic work

to improve. Next, Ctrip and Moutai can explore how to carry out the

cooperation of "Ctrip + Guizhou", "Ctrip + Zunyi" and "Ctrip + Moutai",

and look forward to early results of cooperation.

It is reported that Guizhou Provincial Government and Ctrip

Group signed a strategic cooperation framework agreement in

Guiyang to boost the high-quality development of the province's

cultural tourism industry. Ctrip will combine its own platform

and market advantages with Guizhou's resources and industrial

advantages to jointly usher in the upgrading and development of cultural tourism industry after the epidemic situation.

高衛東與梁建章座談 ： 探索茅台與攜程跨界合作

日前，攜程集團董事局主席梁建章到訪茅台。茅台集團董事長高

衛東，總經理李靜仁與梁建章一行進行座談，圍繞文旅產業發展展開 交流。

「茅台酒對來貴州的遊客是最有吸引力的購物選擇。我也是一名

茅粉，喝白酒只喝茅台。」梁建章表示，近段時間國內遊客必然首選 國內的旅遊目的地，攜程可以圍繞茅台來推廣工業旅遊，這樣既可以 增加貴州旅遊、遵義旅遊和茅台工業旅遊的吸引力，也可以提升遊客 對茅台品牌、文化和價值的認同，為茅台培養忠誠的消費者。

高衛東指出，今年茅台工業旅遊受到了影響。要在短時期內對茅

台工業旅遊進行強力推動，就需要和攜程這樣的優秀企業並肩前行。 攜程和茅台都有自身的品牌優勢、文化優勢、客戶優勢，而茅台的文

Cultural Moutai All over the World", and nearly 200 international

students from Samoa, Nepal, the United States, Uganda and Panama participated in this unique cultural activity.

The article "'Cultural Moutai' Marching Towards a New Era" once

profoundly explained the four spiritual essences of "Cultural Moutai", namely, the responsibility of manufacturing in a great country, the persistence of green development, the spreading of kindness and

friendship, and the pursuit of cultural recognition. The holding of this international exchange of Moutai culture was a vivid representation of "spreading kindness and friendship as well as pursuing cultural recognition". Through direct communication in Chinese, students

could deeply understand the essence of Moutai liquor's traditional making technique and the unique charm of "Cultural Moutai", and then spread them to more international friends in their own way.

Art has no boundaries while culture has consensus. As an

旅產業還有很多基礎工作需要提升。下一步，攜程和茅台可以圍繞打

important symbol of Chinese culture, Moutai has the obligation to

合作早日取得成果。

charm of "Made in China" on the international stage, to become a

造「攜程 + 貴州」「攜程 + 遵義」「攜程 + 茅台」進行探索，期待

據悉，貴州省政府與攜程集團在貴陽簽署戰略合作框架協定，助

推全省文旅產業高品質發展。攜程將以自身的平臺優勢、市場優勢與 貴州資源優勢、產業優勢強強聯合，共同迎來疫後文化旅遊產業的升 級發展。

The first international exchange of Moutai culture in 2020 was

held in the International Plaza of the University of International Business and Economics (UIBE). The theme was "Meeting with

window for the world to understand China, and to imprint China's mark on the whole world.

茅台文化國際交流活動在京举行

(Shang Yusong)

2020 年首場茅台文化國際交流活動在對外經濟貿易大學國際交

流大廈舉行。活動以「文化茅台 · 香遇五洲」為主題，共有包括薩摩亞、 尼泊爾、美國、烏干達、巴拿馬等五個國家五個洲在內的近兩百名國 際留學生參與了這場別開生面的文化活動。

文章《邁向新時代的「文化茅台」》深刻闡釋了「文化茅台」的

四個精神內質，即大國製造的擔當、綠色發展的執著、善良友好的傳

MOUTAI News

International Exchange of Moutai Culture Held in Beijing

spread the value of Chinese culture to the world, to show the unique

播和文化認同的追求。而此次茅台文化國際交流活動的舉行，就是對 「善良友好的傳播和文化認同的追求」的生動再現。通過中文的直接 MOUTAI MAGAZINE

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MOUTAI On The World Map 茅 台 在 全 球 2020 交流，學生們能夠更加深切地體會到茅台酒傳統釀造技藝的本質以及 「文化茅台」獨有的魅力，進而用他們自己的方式，向更多的國際友

"Cultural Moutai" to be more practical and effective.

In the logistics dispatching control center, Li Jingren was

人傳播。

deeply touched after carefully watching the staff's demonstration

務向全世界傳播中國文化的價值，在國際舞臺上展現「中國製造」的

of the times. As a traditional enterprise, Moutai needed to seek

藝術無國界，文化有共識。作為中國文化的重要符號。茅台有義

獨特魅力，成為世界瞭解中國的視窗，在全世界烙上中國印記。

（尚鈺淞）

operation. He said that intelligence was the development trend

intelligent development, and improve production efficiency as well

as enterprise management level through the "Intelligent Moutai"

project. At the same time, Moutai would learn from large enterprises like PetroChina to advance the construction of "Intelligent Moutai" with high standard and level. (Wang Zhu)

李靜仁到中石油青海公司考察

集團公司總經理李靜仁率隊到中石油青海銷售公司考察交流，雙

方就如何深入下步合作交換意見，並在企業文化打造、智慧化發展、 現代化管理等方面進行研討。

走進該公司企業文化展廳，「鐵人」王進喜的銅身雕塑首先映入

眼簾，「愛國、創業、求實、奉獻」的大慶精神激勵著一代代石油人 奮勇前進，這恰恰也是世代茅台人的價值追求。參觀中，李靜仁對大 慶精神和鐵人精神十分敬佩，並對中石油青海銷售公司的企業文化建 設表示高度認可。他說，茅台要學習借鑒中石油企業文化建設的成功 經驗，推動「文化茅台」建設走得更實、更有成效。

來到物流調度控制中心，在認真觀看工作人員演示操作後，李靜

仁感觸頗深，他說，智慧化、智慧化是時代發展潮流，作為傳統企業， 茅台需要尋求智慧化發展，通過「智慧茅台」工程提高生產效率、提 升企業管理水準，同時也要向中石油這樣的大企業學習取經，以高標 準、高水準推進「智慧茅台」建設。（王柱）

Li Jingren Surveyed PetroChina Qinghai Branch

Li Jingren (General Manager of Moutai Group) led a team to

PetroChina Qinghai Sales Branch for survey and exchange. The

Wang Yan Discussed "Cultural Moutai" Construction with Employee Representatives

Wang Yan (Deputy Party Secretary of Moutai Group) came to the

two sides exchanged views on how to further cooperate in the next

packaging and blending group to discuss "Moutai Group's Annual

development, and modern management.

employees' voices, and jointly planned Moutai's development.

step, and discussed the construction of corporate culture, intelligent When they entered the branch's corporate culture exhibition hall,

Work Report" with employee representatives, listened carefully to

"Front-line employees' understanding of 'Cultural Moutai' is still

the bronze sculpture of "Iron Man" Wang Jinxi first came into view.

not systematic, in-depth, and specific enough. It is recommended

dedication" has inspired generations of petroleum workers to march

'Cultural Moutai'." "It is recommended to broaden the selection range

The Daqing spirit of "patriotism, entrepreneurship, pragmatism, and forward bravely, which is also the value pursuit of generations of

Moutai people. During the visit, Li Jingren highly admired the Daqing

and "Iron Man" spirits, and highly appreciated the corporate culture

MOUTAI News

construction of PetroChina Qinghai Sales Branch. He said that

Moutai would learn from the successful experience of PetroChina's

corporate culture construction and promote the construction of 80

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that our company strengthen the publicity and explanation of

of suppliers and select the best."... Participant representatives put

forward many constructive suggestions for Moutai's development.

Wang Yan said that the purpose of gathering representatives here at this moment was to "think about and discuss great events". All

representatives should truly shoulder their responsibilities, integrate these responsibilities into the development of the enterprise, and

actively provide suggestions for the future development of Moutai.

Wang Yan pointed out that at present, the company was

comprehensively and systematically refining and combing Moutai

culture. The construction of "Cultural Moutai" could not be achieved overnight. Open construction required continuous and unremitting efforts. Talking about culture was simple, but forming cultural

consensus was very difficult. He hoped that everyone would provide more ideas and efforts to the construction of "Cultural Moutai".

王焱與茅台員工代表共謀「文化茅台」建設

集團公司黨委副書記王焱來到包裝勾貯組，與員工代表一起討論

《茅台集團年度工作報告》，仔細傾聽員工心聲，共謀茅台發展。

「一線員工對於『文化茅台』的瞭解仍然不夠系統、不夠深入、

不夠具體，建議公司加強對『文化茅台』的專題宣貫和講解」「建議 拓寬供應商的可選擇範圍，優中選優」……與會代表紛紛為茅台發展 提出了許多建設性的意見建議。王焱表示，公司在年終將各位代表聚 集在這裡，目的在於「想大事，議大事」。諸位代表要切實肩負起身 上的責任，並將這份責任融入到企業發展中去，積極為茅台未來發展 建言獻策。

王焱指出，目前，公司正在對茅台文化進行全面系統的提煉和梳

理。「文化茅台」建設絕不是一朝一夕的事，開放式建設需要久久為 功。談文化簡單，形成文化共識很難，希望大家對「文化茅台」建設 多出主意、多多努力。

Moutai and BGI will Continue to Deepen Cooperation

Gao Weidong (Chairman of Moutai Group) and Li Jingren

(General Manager of Moutai Group) led a team to visit BGI Group in Shenzhen, and exchanged views with Wang Jian (Chairman of BGI cooperation.

At the symposium, both sides agreed that the cooperation

between Moutai and BGI had been fruitful over the past year.

cooperation not only embodied BGI Group's value pursuit of "Transomics for a better life", but also injected scientific research energy to crack the "Moutai code". Both sides should continue to strengthen cooperation, further promote cooperation projects, continuously improve the scientific and technological performance and

standards of the projects, and organically combine Moutai culture with biological science, so as to improve the interestingness and

practicability of science, and ensure that the cooperation projects are fruitful and effective.

It is reported that depending on their own resources and

technical advantages, Moutai and BGI will strengthen cooperation in such aspects as liquor-making microbe research and employee

health management, so as to create a benchmark for cross-industry integration.

Before the symposium, Gao Weidong and Li Jingren also visited

the China National GeneBank (CNGB) to learn more about the gene interpretation platform and gene compilation platform, and to

listen to the introduction of CNGB's functional value and intelligent transformation.

茅台與華大將持續深化合作

茅台集團董事長高衛東，集團總經理李靜仁率隊赴深圳拜訪華大

集團，並與華大集團董事長汪建、首席執行官徐訊交流座談，就深化 下步合作交換意見。

座談會上，雙方一致認為，一年來，茅台與華大的合作富有成效，

通過合作實現的「白酒 + 生物科學」的融合，既是華大集團「基因科 技造福人類」價值追求的體現，也為破解「茅台密碼」注入了科研能 量。雙方要繼續強化合作，深入推進合作項目，不斷提升項目科技含 金量和標準水準，將茅台文化與生物科學有機結合起來，以此提高科 學的趣味性和實用性，確保合作專案出成果、有實效。

據悉，茅台與華大依託各自的資源、技術優勢，將在釀酒微生物

研究、員工健康管理等方面加強合作，打造行業跨界融合的標杆。

座談會前，高衛東、李靜仁一行還實地參觀了深圳國家基因庫，

MOUTAI News

Group) and Xu Xun (CEO of BGI Group) on deepening the next-step

The integration of "liquor + biological science" realized through

詳細瞭解基因解讀平臺、基因編寫平臺等資訊，聽取國家基因庫功能 價值、智慧化轉型等方面的情況介紹。

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MOUTAI On The World Map 茅 台 在 全 球 2020

茅台再度入圍「海帆獎」， 彰顯「文化茅台」海外傳播佳績

在以「吸引世界傾聽你精彩」為主題的第二屆中國機構海外傳播

傑出案例（海帆獎）徵集評選活動中，茅台憑藉「超級茅台」創意行 銷活動位列其中，成為唯一一個入圍的中國酒類品牌，這也是茅台連 續第二年入圍該獎項。

「海帆獎」是首個面向全領域、全行業開放的中國機構的出海行

銷傳播價值評估類獎項。獎項評選以影響力為本，以不同媒介尤其是

Moutai was Again Shortlisted in the Overseas Communication Excellence Awards

Among all the entries

solicited in the 2nd Overseas Communication Excellence

Awards (OCEA), Moutai is the only shortlisted liquor brand from China with its "Super

Moutai" creative marketing event. It is also the second time that Moutai is nominated for the award.

OCEA is the first award set up to evaluate the overseas marketing

communication value which opens up to Chinese institutions in all

fields and industries. The award comprehensively evaluates different ways of marketing communication based on their impacts and their applications of different media especially social media and content creativity, aiming to explore the most outstanding case with the

社交媒體及其相關內容創意為維度，全方位考察不同的傳播行銷方式， 力圖挖掘媒介和創意與內容結合最為緊密的、傳播效果最為出色的案 例。茅台集團憑藉極富創意的「超級茅台」線上行銷活動，拓展了中 國白酒在海外社交媒體平臺的傳播維度。

長久以來，作為中國民族品牌的代表，茅台不斷深化「文化茅台」

內涵，擴展文化外沿，依託海外社交媒體平臺，借助海外社交媒體或 採取互聯網思維、社交行銷手段，讓「中國聲音」、「中國故事」在 海外更加深入人心。而成功入圍此次「海帆獎」則展現了茅台的海外 發展之路飄香四溢，步履生花，也表明「文化茅台」傳播成果逐漸受 到各界的矚目與認可。未來，茅台將繼續放眼世界，在加速全球戰略 佈局的進程中加快腳步，以一杯美酒敬世界，攜手眾多民族品牌，共 創「出海」新佳績。

Moutai Group Launched the Digital Museum Carrying Forward Moutai Culture in a New Way

The first liquor culture digital

best integration of media choices, contents and creativity as well

museum jointly built by Moutai Group

Moutai" on-line marketing event, Moutai extends the communication

has been officially launched on Baidu

as the most excellent marketing effect. With the innovative "Super dimension of Chinese baijiu on overseas social media platforms.

For a long time, Moutai, as a representative of Chinese national

brand, has been deepening the connotation of "Cultural Moutai", expanding the cultural extension, depending on overseas social media platforms and making "the voice of China" and "Chinese stories" more popular abroad by means of international social

and Baidu Digital Museum Project

Digital Museum. People can enter the Baidu Baike page of "Moutai liquor" and visit Moutai Digital Museum by

searching keywords like "Moutai liquor" or "Kweichow Moutai" on Baidu.

nomination for OCEA is also a vivid proof of Moutai's significant

茅台集團上線數位博物館， 全新形式傳承茅台酒文化

the marketing achievements of "Cultural Moutai" have gradually

畫共同打造的中國首座酒文化數字博物

with its journey to the world, accelerate its pace in the process of

度搜索「茅台酒」「貴州茅台」等進入

media, Internet thinking or social marketing. The successful

influence during its overseas development, which also implies that

MOUTAI News

been noticed and recognized. In the future, Moutai will carry on

speeding up the global strategic distribution and join hands with several national brands to create new success overseas.

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茅台集團聯合百度百科博物館計

館在百度百科博物館正式上線。可在百 「茅台酒」百科，進入茅台數位博物館 觀看。

香飄世界百年 相伴民族復興 The Aroma of a Century The Revival of a Nation