Moutai Magazine - International Edition Issue 28 SUMMER 2020

28 SUMMER 2020

Declaration of Shared Development of Jiang-Flavor Liquor

世界醬香型白酒共同發展宣言

Gao Weidong: Stick to the Excellent Quality of Moutai 高衛東：堅守茅台卓越品質

Steve Leung: Design without Limits

梁志天：設計無界限

Strive Forward 乘風破浪

Horizon

天際

MEET THE TEAM

Axi

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: 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.

Johnny

ER HONGKONG HOLDING LIMITED 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

Johnny is experienced in brand and marketing promotion. His clients include Forbes Global 500. As a diving enthusiast, he is keen on generating marine conservation and sustainable development knowledge.

Ka Hin

Chief Executive Editor Jocelyn Chenlin Liao 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

Ka Hin is a specialist in investor relations. He is also the host of many financial press conferences as well as a financial news reporter.

Marketing Executive Nikita Wan, Candy Yeung 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

Boundless

無垠

"The road to valor is built by adversity."

-- Ovid, Roman Poet Let’s blaze the trail and overcome all obstacles.

In Moutai Magazine issue 28, we will: Review the Signing Ceremony of the Declaration of Shared Development And Start the Jiang-Flavor Liquor Story of the Chishui River; Witness Moutai’s Satisfactory Achievements in Multiple Global Rankings; Discuss with Gao Weidong on Moutai’s Fundamental Strategy to Deal with Crises; Observe the Recovery of Liquor Industry Demand in China; Look into Steve Leung’s Design Philosophy; Reveal Secrets behind Collecting Moutai Liquor; Enter the Age of Take-Out Cocktails; Enjoy a Slow Life with Liquor and Music.

「勇士是在充滿荊棘的道路上前行的。」 — — 奧 維 德（古 羅 馬 詩 人） 高舉利劍，披荊斬棘，便能向陽而生、逆風前行。 本期 Moutai Magazine，我們將 ：

直擊世界醬香型白酒核心產區企業簽署共同發展宣言現場， 開啟屬於赤水河的醬酒故事 ；

見證茅台入榜福布斯全球企業前 500 強， 榮膺 BrandZTM 全球價值增速最快品牌，

並連續五年蟬聯 Brand Finance 榜單全球烈酒第一 ； 與茅台董事長高衛東探討茅台應對危機的根本之策 ； 觀察中國酒類行業需求復甦現狀 ；

深入梁志天「無界限」的設計理念及最新力作 ； 分享貴州茅台酒的收藏秘訣 ； 走入雞尾酒的外帶時代 ；

倚酒伴樂，享受慢轉的時光。

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ISSUE #28 2020

SPECIAL

10 COVER STORY

Under the background of the epidemic outbreak, the global economy has been hugely impacted. The cover of issue 28 implies that Moutai is actively facing the challenge as a leading enterprise in the industry and courageously striding forward at this critical time.

在疫情爆發的大背景下，全球經濟都面臨著巨大考驗。本期封面的設計象征著茅台作為行業 內的領先企業，積極面對挑戰，在時代的湍流中乘風破浪，勇往直前。 8

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C O NT ENT

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Start the Jiang-Flavor Liquor Story of the Chishui River: Seven Manufacturers of Jiang-Flavor Liquor in the World-Class Core Production Areas Signed the Declaration of Shared Development 開啟屬於赤水河的醬酒故事：世界醬香型白酒核心產區七家企 業簽署共同發展宣言 Kweichow Moutai Makes the Top 500 in Forbes Global 2000 貴州茅台入榜福布斯全球企業前 500 強 Kweichow Moutai Made the Top 20 in the 2020 BrandZTM Top 100 Most Valuable Global Brands Ranking BrandZTM 榜單公佈： 茅台榮膺全球價值增速最快品牌，首進全球 20 強

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Kweichow Moutai Ranked First among Global Spirits Brands for 5 Consecutive Years 連續 5 年，茅台蟬聯全球烈酒第一

Gao Weidong: Sticking to Excellent Quality is the Fundamental Strategy of Moutai to Deal with Crises 高衛東：堅守卓越品質是茅台應對危機的根本之策 Steve Leung: Design without Limits 梁志天：設計無界限

10 24

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32 38

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ETIQUETTE 禮

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The Recovery of Liquor Industry Demand in China 中國酒類行業需求復蘇 The Aroma of Fine Liquor Gets Better with Time: Secrets behind Collecting Kweichow Moutai 陳年佳釀，歷久彌香 ：貴州茅台酒的收藏秘訣

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Slow Living with Liquor and Music 倚酒伴樂，慢轉時光

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The Coming Age of Cocktails for Take-out 雞尾酒的外帶時代

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Moutai on the World Map 茅台在全球 MOUTAI MAGAZINE

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Start the Jiang-Flavor Liquor Story of the Chishui River Seven Manufacturers of Jiang-Flavor Liquor in the World-Class Core Production Areas Signed the Declaration of Shared Development

開啟屬於赤水河的醬酒故事 世界醬香型白酒核心產區七家企業簽署共同發展宣言

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R

ecently, the heads of seven heavyweight Jiangflavor liquor enterprises, including Moutai, Langjiu, Xijiu, Guotai, Zhenjiu, Jing Brand

and Diaoyutai, gathered at Maotai ancient town to jointly

and values. Since then, the world-class core production

areas of Jiang-flavor liquor have shifted from concept to

reality, and Jiang-flavor liquor has officially embarked on the process of regionalization and internationalization.

Facing the future, the Jiang-flavor liquor enterprises

launch and sign the "Declaration of Shared Development of

along the Chishui River will carry out the responsibility

Areas" (hereinafter referred to as the "Declaration"),

ambition of promoting the Jiang-flavor liquor culture

Manufacturers of Jiang-Flavor Liquor in the Core Production providing suggestions and contributing to the high-

quality development of the Jiang-flavor liquor industry.

By report, it was the first time in the history of Chinese

baijiu that Jiang-flavor liquor enterprises on both sides of the Chishui River have made a good voice for their Jiang-

flavor liquor out of their common traditions, beliefs, ideals, 12

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of adhering to the Jiang-flavor liquor technique and the to jointly build an international first-rate production

area with "the strongest ecological foundation, the most unique production technique, the most outstanding product quality, the most authoritative standard

system, the most famous production area brand, and the most distinctive Jiang-flavor liquor culture".

NATURE 天

Wu Xiangdong (Chairman of Jindong Investment Group), Wu Shaoxun (Chairman and President of Jing Brand Co.,

Ltd.), and Ding Yuanhuai (General Manager of Kweichow Diaoyutai State Guest Distillery Co., Ltd.) attended the

ceremony. The ceremony was also attended by Moutai

Group Deputy Party Secretary Wang Yan, Deputy General

Manager Yang Jianjun, General Counsel Duan Jianhua, Chief Engineer Wang Li, Deputy General Manager Wan Bo, and

Deputy General Manager of Moutai Co., Ltd. Wang Xiaowei,

as well as directors of related departments and subsidiaries.

A production area is formed by people's admiration for

nature, recognized by market transactions, continued by the adherence to ecology, and developed by the improvement and inheritance of technique. "The production area is a new way of presenting the quality and value of Chinese

liquor." In recent years, China Alcoholic Drinks Association (CADA) has been discussing what road China's baijiu

industry will take, and the final consensus is that China's

baijiu industry will inevitably generate some specific core production areas in the future. The core production area of China's Jiang-flavor liquor is exactly a characteristic production area relying on the unique natural ecology

of the Chishui River basin. In particular, the enterprises

represented by Moutai, Langjiu, Xijiu, Guotai, Zhenjiu, Jing Brand, and Diaoyutai are the famous enterprises in the

core production areas of ​​Jiang-flavor liquor mainly located in the Chishui River basin and under the same ecology.

It is self-evident that the Chishui River has an

indispensable geographical advantage for the production of fine liquor. It has spawned many famous Chinese

baijiu brands, ranging from Moutai, which obtains the

Building a High-Level WorldClass Baijiu Industry Cluster Chinese Jiang flavor comes from the Chishui valley.

Regarded as "China's Premier Liquor Town", Maotai Town (the hometown of Moutai liquor) is full of bouquet as well

as the surging power of openness, inclusiveness, and winwin cooperation. The "Signing Ceremony of Declaration

of Shared Development of Manufacturers of Jiang-Flavor Liquor in the Core Production Areas" was held here.

Main directors of the initiating enterprises of the

"Declaration", including Gao Weidong (Chairman of Moutai Group), Li Jingren (General Manager of Moutai Group),

Wang Junlin (Chairman of Langjiu Group), Zhong Fangda (Chairman of Xijiu Co., Ltd.), Yan Xijun (Chairman of

Tasly Holding Group and Chairman of Guotai Liquor), MOUTAI MAGAZINE

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"It is an inevitable choice for China to build a world-class baijiu core production area." world's largest sales in a single product, to Langjiu, Xijiu, Guotai, Diaoyutai and other strong products, as well as

new elite camps such as Zhenjiu and Jing Brand, which are investing heavily along the Chishui River. It is no

exaggeration to say that even if put in the global spirits

Openness, Cooperation, and Shared Development In recent years, the trend of baijiu consumption

production areas, the Jiang-flavor liquor products of

has shown a significant "Jiang-flavor liquor craze".

This can be proved by a set of data: In the past year, the

liquor achieved a production capacity of about 550,000

the Chishui valley are still the most competitive sectors.

Jiang-flavor liquor in the Chishui River basin achieved a

production capacity of about 470,000 kiloliters, accounting for 85% of China's Jiang-flavor liquor production capacity, and generated a revenue of about 124.4 billion RMB,

accounting for more than 90% of China's Jiang-flavor liquor market, which has formed a typical industrial cluster.

"It is an inevitable choice for China to build a world-

class baijiu core production area." Some baijiu production

According to incomplete statistics, in 2019, Jiang-flavor kiloliters, sales revenue of about 135 billion RMB, and profit of about 55 billion RMB. Accounting for 7% of the production capacity, 21.3% of the sales revenue

and 42.7% of the profit in China's baijiu industry, Jiangflavor liquor has become a veritable "golden industry".

Aiming high and looking far, only through openness

and cooperation can the industry share opportunities.

Based on the common concern for the Jiang-flavor

areas in China are famous all over the country and even

liquor industry, Guizhou and Sichuan governments have

characteristics. Objectively, they already have the necessary

to consolidate the value pursuit of symbiosis, common

the world because of their unique flavor type and product conditions to be the world-class core production areas.

Whether it is to speed up the adjustment of the industrial

structure of the baijiu industry, promote the optimization of

the spatial structure of the industry, improve product quality, achieve high-quality development, or to deepen the supplyside reform, provide higher quality products for urban and

rural residents, meet the growing demand of consumers, or to promote the internationalization of baijiu products, it is necessary to build China's baijiu core production area and develop an advanced world-class baijiu industry cluster.

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communicated and coordinated for many times in order prosperity and coopetition development, hoping to build a

transregional world-class Jiang-flavor liquor industry cluster centered at the Chishui River basin, promote the high-

quality development of China's baijiu industry, and integrate with the development of the world's liquor industry.

At the signing ceremony of the "Declaration", Gao

Weidong, Chairman of Moutai Group, gave a keynote speech

and made suggestions on building the core production areas.

Gao Weidong used three "hardcore"s to illustrate Moutai's

views on building the core production areas: "hardcore"

NATURE 夊

products, "hardcore" actions, and "hardcore" enterprises.

"excellent quality and brand accomplishing one another".

fundamentally the recognition of high-quality 'hardcore'

when building "hardcore" products in "the world-class core

Jiang-flavor liquor along the Chishui River is popular

and brand strength with cross-regional and cross-cultural

"Consumers' pursuit of successful production areas is

products." In Gao Weidong's view, the world-class

because these liquor manufacturers are harmonious

within diversity. Although they have different strategies, they all have strict technique requirements, complex technological processes, and profound historical

accumulation, which together shape the business logic

According to Gao Weidong, there are two standards

production areas of Jiang-flavor liquor": excellent quality

influence. "Jiang-flavor liquor is a traditional product highly dependent on environment and ecology." In his speech, he proposed that Jiang-flavor liquor enterprises should take "hardcore" actions to protect the ecology: "As the

beneficiaries who are fortunate to grow up in this land, we MOUTAI MAGAZINE

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have the responsibility to act and make more contributions to the ecological protection of the Chishui River basin."

In this respect, Jiang-flavor liquor enterprises of

the Chishui valley have already made many beneficial

attempts. In June 2018, five enterprises including Moutai, Langjiu, Xijiu, Guotai and Diaoyutai jointly invested 24 million RMB to carry out public welfare activities of

ecological compensation and poverty alleviation in the

poverty-stricken areas at the source of the Chishui River.

"We must soberly see that the ecological capacity along

the Chishui River always has a 'ceiling'." Gao Weidong

said that despite the continuous warming of Jiang-flavor liquor sector, Jiang-flavor liquor enterprises still need

to fully consider the environment and natural pressure in this area when planning and deploying. "We will

never compromise or adjust our standards because of

production and market development, and we must not exhaust all the resources passed on to us by previous generations and leave nothing to our descendants."

In addition, building the world-class core production

area of Jiang-flavor liquor requires more adherence to quality, branding and adaptation to new consumption

trends, and at the same time promotes the development

of the production area to jointly make Jiang-flavor liquor market more solid, efficient, and higher-quality.

"The core of the success of the production area

is not only inseparable from quality and reputation, but also inseparable from the participation of more

enterprises with devotion and responsibility." According to Gao Weidong, only when more products are well developed and more enterprises become stronger

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can the core production area truly become the core production area worshipped by consumers.

Seeking for Industrial Development and Creating the Jiang-Flavor Future "All enterprises in this production area, regardless

of the source of capital, recognize and treasure the

cultural tradition of the production area, regard the

adherence to tradition inheritance and the following of

natural rules as the common value concept, highly value quality, and promote the spirit of craftsmanship..."

During the signing ceremony, representatives of seven

Jiang-flavor liquor enterprises, namely Moutai, Langjiu, Xijiu, Guotai, Zhenjiu, Jing Brand and Diaoyutai, jointly

signed the "Declaration", promising to jointly build a bright future for the production areas, make more contributions to make a better world, and show their expectation for more industry peers to join the production areas.

According to accounts, the "Declaration" was jointly

proposed by these seven liquor enterprises and finally confirmed after half a year of repeated consultations.

The "Declaration" fully embodies the adherence and

responsibility of Jiang-flavor liquor people who highly value quality, win reputation through products, and

seek common prosperity through win-win cooperation.

The "Declaration" covers such contents emphasizing

adherence to craftsmanship, environmental protection,

honest business operation, detailed services, and excellent 18

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branding. It is intended to encourage practitioners in the

production areas to deepen consensus, bear responsibilities, work and move forward together, and constantly improve the popularity and reputation of the Jiang-flavor liquor.

When introducing the concept and vision of the

production areas, Li Jingren, General Manager of Moutai Group, said that the "Declaration" had released a strong

signal and a clear attitude: Jiang-flavor liquor enterprises

are responding to the call of the government and speeding up the high-quality development of the industry, which is

of special significance to the industry and local economic

development in the current increasingly complex domestic and international economic and social situation.

It is important to work and march forward together.

The completion of the concept of the world-

class core production areas of Jiang-flavor liquor

not only means that Jiang-flavor liquor has officially embarked on the process of regionalization and

internationalization, but also implies that the fate of all related enterprises and brands in the core production areas is more closely intertwined at this moment.

Participants agreed that, with the joint efforts of leading

enterprises in all core production areas, the Jiang-flavor

liquor industry will surely live up to expectations, work hard, pioneer and innovate, and repay the love from the society and consumers with good economic and social benefits.

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日

前 , 茅台、郎酒、習酒、國台、珍酒、勁牌、釣魚台 等 7 家重量級醬酒企業負責人齊聚茅台古鎮，同心同

向、聚勢前行，共同發起並簽署《世界醬香型白酒核

打造高水準的世界級白酒產業集群

心產區企業共同發展宣言》，為推動醬香型白酒產業高品質發展出 謀劃策、貢獻力量。

據悉，這是中國白酒歷史上，赤水河兩岸醬酒企業首次為彼此

中國醬香，赤水河穀。酒香四溢的「中國第一酒鎮」茅台，奔

共同的傳統、信念、理想與價值觀發出赤水河穀醬酒的好聲音。由

湧著開放包容、合作共贏的澎湃力量。「同心同向 聚勢前行——

上了產區化與國際化的進程。

行。

此，世界醬香型白酒核心產區從概念照進現實，醬香型白酒正式走 面對未來，赤水河畔的醬香酒企將以堅守醬酒工藝為己任，以

世界醬香型白酒核心產區企業共同發展宣言」簽署儀式在這裡舉 茅台集團董事長高衛東，茅台集團總經理李靜仁，郎酒集團董

弘揚醬酒文化為志向，共同構建「生態基礎最牢固、生產工藝最獨

事長汪俊林，習酒公司董事長鐘方達，天士力控股集團董事局主席、

化最鮮明」的國際一流產區。

事長、總裁吳少勳，貴州釣魚台國賓酒業總經理丁遠懷等「世界醬

特、產品品質最卓越、標準體系最權威、產區品牌最響亮、醬酒文

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國台酒業董事長閆希軍，金東投資集團董事長吳向東，勁牌公司董

NATURE 天

香型白酒核心產區企業共同發展宣言」發起企業主要負責人出席儀 式。參加儀式的還有茅台集團黨委副書記王焱，副總經理楊建軍， 總法律顧問段建樺，總工程師王莉，副總經理萬波，茅台酒股份公

珍酒、勁牌、釣魚台等為代表的企業，正是赤水河流域為主的，同 一生態下醬酒核心產區的著名企業。

不言而喻，赤水河對於生產好酒有著不可或缺的地理優勢，其

司副總經理王曉維以及相關處室、各子公司負責人。產區，因人們

孕育了眾多中國名優白酒品牌，既有單品銷售額全球第一的茅台

續，因對技藝的改良傳承而發展。「產區是中國酒類新的品質和價

沿岸大力投資的珍酒、勁牌等新銳陣營。不誇張地說，赤水河穀的

對自然的崇尚而產生，因市場交易而被認可，因對生態的堅守而延 值表達方式。」

近年來，中國酒業協會一直在探討，中國白酒業究竟要走什麼

樣的路，最終得出的共識是，中國白酒今後必然會形成一些特定的 核心產區。中國醬香型白酒的核心產區，正是依賴赤水河流域獨特

的自然生態而形成的特色產區。特別是以茅台、郎酒、習酒、國台、

酒，也有郎酒、習酒、國台、釣魚台等強勢產品，還有正在赤水河 醬香型白酒產品，即便放在全球烈酒產區來看，也是競爭力最強的 板塊。一組資料可以證明：過去一年，赤水河流域醬香型白酒產能 約為 47 萬千升，占全國醬酒產能的 85%，實現營收約 1244 億元， 占全國醬酒市場的 90% 以上，已經形成了典型的產業集群。

「中國打造世界級白酒核心產區是必然選擇。」中國一些白酒 MOUTAI MAGAZINE

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產區因獨特香型和產品特色而享譽全國甚至世界，客觀上已具備打

造世界核心產區的必備條件。無論是加快白酒行業的產業結構調整， 促進產業的空間結構優化，提升產品品質，實現高品質發展，還是 深化供給側改革，為城鄉居民提供更高品質的產品，滿足消費者不 斷增長的需求，還是推進白酒產品的國際化，都需要打造我國白酒 的核心產區，發展好先進的世界級白酒產業集群。

開放合作 共用發展機遇

近年來，白酒消費趨勢呈現出顯著的「醬酒熱」。據不完全統計，

2019 年，醬香型白酒產能約 55 萬千升，完成銷售收入 1350 億元 左右，實現利潤約 550 億元，以全國白酒行業 7% 的產能，實現 了 21.3% 的銷售收入和 42.7% 的利潤，醬香型白酒已成為名副其 實的「黃金產業」。

登高望遠，唯有開放合作，方能共用機遇。基於對醬酒產業的

共同關注，為凝聚共生共榮、競合發展的價值追求，貴州四川兩地

在此次世界醬香型白酒核心產區企業共同發展宣言簽署儀式

上，茅台集團董事長高衛東作主旨演講，圍繞核心產區建設建言獻 策。

高衛東用三個「硬核」闡述了茅台對建設核心產區的看法：「硬

核」產品、「硬核」行動、「硬核」企業。「消費者對成功產區的 追隨，其根本是對優質『硬核』產品的認同」。在高衛東看來，赤 水河沿岸的世界醬香型白酒之所以受人歡迎，就是因為大家和而不 同，雖然各有各策，但是都有嚴苛的工藝要求、複雜的工藝流程， 厚重的歷史積澱，一起塑造了品質與品牌並駕齊驅的商業邏輯。

高衛東認為，「世界醬香型白酒核心產區」打造「硬核」產品有兩 個標準，一是出色的品質，二是具有跨地域、跨文化影響力的品牌 實力。「醬香型白酒，是高度依賴於環境與生態的傳統產品。」

他在講話在中倡議醬酒企業要有保護生態的「硬核」行動：「作

為有幸成長於這片土地的受益者，我們有責任行動起來，為赤水河 流域的生態保護作出更多貢獻。」

在這方面，赤水河穀醬酒企業早已做過許多有益的嘗試。

政府多次溝通、協調，希望跨行政區域打造以赤水河流域為核心的

2018 年 6 月，茅台、郎酒、習酒、國台、釣魚台等五家企業，就

酒業發展接軌。

益活動。「我們必須清醒地看到，赤水河沿岸的生態容量總有一個

世界醬香型白酒產業集群，推動全國白酒產業高品質發展，與世界

22

JUNE 2020

聯合出資 2400 萬元，在赤水河源頭貧困地區開展生態補償扶貧公

NATURE 天

『天花板』。」高衛東表示，儘管醬酒板塊持續升溫，醬酒企業在 規劃與佈局時，仍要充分考慮這片區域的環境與自然壓力。「我們 一定不會因為產量和市場的發展，改變和調整我們的標準，不能吃

產區企業共同發展宣言》（以下簡稱「《宣言》」），承諾共建產 區光明未來，給世界貢獻更多美好，並期待產區更多同業加入。

據瞭解，《宣言》由茅台、郎酒、習酒、國台、珍酒、勁牌醬

祖宗飯、斷子孫路。」

酒、釣魚台 7 家企業共同提議，經過半年時間反復磋商才最終形成，

品牌、適應新的消費趨勢，同時推動產區發展，共同把醬香酒市

榮的堅守與擔當。 《宣言》中涵蓋了堅守工藝、保護環境、誠信經營、

此外，建設世界醬香型白酒核心產區，還需要更多堅守品質與

場這塊蛋糕做得更厚實、更有效益、更有品質的「硬核」企業。 「產區成功的核心，離不開品質與口碑，也離不開更多有情懷、有 擔當、有責任心的企業。」高衛東認為，只有更多的產品起來了， 更多的企業做強了，核心產區才能真正成為消費者心目中朝聖的核 心產區。

共謀產業發展 同創醬香未來

「凡本產區企業，無論資本來源，均認同並珍視產區人文傳統，

把堅守傳承、遵循天道當作共同價值理念，視品質為生命，弘揚工 匠精神……」

宣言簽署環節，茅台、郎酒、習酒、國台、珍酒、勁牌醬酒、

釣魚台 7 家醬酒企業代表，共同上台簽署了《世界醬香型白酒核心

集中體現了「醬酒人」視品質為生命、以產品贏口碑、以共贏謀共 做細服務、做優品牌等內容，旨在倡議產區從業者深化共識、承載 責任，同心同向、聚勢前行，不斷提高醬香酒的知名度和美譽度。

茅台集團總經理李靜仁在介紹產區背後的理念與願景時說，這

份宣言，釋放出醬香型白酒企業響應政府號召、加快行業高品質發 展的強力信號和鮮明態度，在當前越加複雜的國內國際經濟社會形 勢下，對行業和地方經濟發展具有特殊的意義。 同心同向，聚勢前行。

世界醬香型白酒核心產區概念的落成，不僅意味著醬香型白酒

正式走上了產區化與國際化的進程，更意味著所有核心產區相關企 業和品牌的命運，也在這一刻更加緊密地交織在了一起。參會嘉賓 一致認為，在所有核心產區領軍企業的共同努力下，醬香型白酒行 業定會不負眾望、奮勇拼搏、開拓創新，以良好的經濟效益和社會 效益回報社會和廣大消費者的厚愛。

MOUTAI MAGAZINE

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24

JUNE 2020

NATURE 天

MOUTAI MAGAZINE

25

RANKING

342

77

/2000

REVENUE

24.405

12.76% BILLION(YUAN)

TOTAL OPERATING INCOME

88.854

15.10% BILLION(YUAN)

NET PROFIT

41.206 O

17.05% BILLION(YUAN)

n May 13th, Forbes released its 18th Global

billion yuan (an increase of 17.05% year-on-year), hitting a

Kweichow Moutai has climbed 77 places,

ranks first among the global food and beverage industry,

2000 List. Compared to the ranking in 2019,

ranking 342nd this time among the world's largest public companies.

Since entering the top 500 of the Global 2000 List for the

first time in 2018, the ranking of Kweichow Moutai in this

list has grown significantly for two consecutive years. This result is inseparable from its company performance and good stock market performance.

In the first quarter of this year, Kweichow Moutai has

achieved operating revenue of 24.405 billion yuan (an

increase of 12.76% year-on-year) and net profit attributable

to shareholders of the listed company of 13.094 billion yuan (an increase of 16.69% year-on-year). Earlier, according

to Kweichow Moutai's 2019 annual report, the company

achieved total operating income of 88.854 billion yuan (an increase of 15.10% year-on-year) and net profit of 41.206 26

JUNE 2020

record high. Meanwhile, Kweichow Moutai's market value surpassing Coca-Cola.

The Forbes Global 2000 List values the comprehensive

strength and future potential of a company. It selects

the world's largest, most influential and most valuable companies by analyzing their sales, profits, assets and

market value, etc., which is regarded as one of the most authoritative and concerned ranking list of business

enterprises in the world. According to an authoritative

source, the list gives equal weight to each indicator when ranking the companies in accordance with their scales.

After each company gets a score for each indicator, Forbes

will aggregate the scores and get a composite score for each company. The higher the composite score is, the higher the company ranks.

Andrea Murphy, Forbes' statistics editor, said, "The

NATURE 天

market turmoil caused by COVID-19 severely affected

12.76%，歸屬于上市公司股東的淨利潤 130.94 億元，同比增長

calculated based on the figures on April 30th. Only the

入 888.54 億元，同比增長 15.10%，實現淨利潤 412.06 億元，同

the market value of the companies on the list which is

company whose market value reaches at least 5.27 billion US dollars can be considered for entering the list."

By report, there are a total of 367 companies in China

16.69%。此前，貴州茅台發佈 2019 年年報，公司實現營業總收

比增長 17.05%。公司營收、淨利均再創歷史新高。同時，貴州茅 台在全球食品飲料行業中位居市值首位，已超過可口可樂。

全球企業 2000 強榜單（Forbes Global 2000）看重的是一家

on the list, with respectively 266 companies from mainland

企業的綜合實力與未來潛力，其通過分析企業銷售額、利潤、資產

from Taiwan.

被視為全球最權威、最受關注的商業企業排行榜之一。權威人士解

China, 58 companies from Hong Kong and 43 companies

5

月 13 日，福布斯發佈了第 18 期全球企業 2000 強榜

單（Forbes Global 2000），貴州茅台位列 342 位， 相較於 2019 年的 419 位，上升 77 位。

自 2018 年首次進入「全球上市公司 2000 強」排行榜前 500

強陣營以来，貴州茅台於該榜單的排名連續兩年大幅增長，與其業 績和良好的股市表現密不可分。

今年一季度，貴州茅台實現營業收入 244.05 億元，同比增長

和市值等，評選出全世界規模最大、影響力最強、價值最高的企業， 釋，按照公司規模對其排名時，本榜單賦予各指標的權重相等。一 家公司按照每個指標分別得到一個分數。然後，福布斯將各項分數 匯總，形成一個複合分數，複合分數最高的公司排名也最高。

福布斯資料統計編輯 Andrea Murphy 表示：「疫情導致市

場發生動盪，嚴重影響了上榜企業的市值。計算本榜單企業市值採

用的是 4 月 30 日的價格數字。一家企業的市值需要至少達到 52.7 億美元，才能被考慮是否上榜。」

據悉，中國共有 367 家企業上榜，中國內地、中國香港和中

國臺灣分別為 266 家、58 家和 43 家。

MOUTAI MAGAZINE

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Kweichow Moutai Made the Top 20 in the 2020 BrandZTM Top 100 Most Valuable Global Brands Ranking BrandZTM 榜單公佈：

茅台榮膺全球價值增速最快品牌 首進全球 20 強

28

JUNE 2020

NATURE 夊

THE TOP 10 RISERS $=Brand Value US $ Mil. %=Brand Value Change 2020 vs. 2019

#1

A

ccording to the 2020 BrandZ

TM

Top 100 Most

Valuable Global Brands ranking newly released, China's leading liquor enterprise Kweichow

Moutai was the fastest growing brand, rising from 35th

in 2019 to 18th this year with a staggering growth of 58%.

Among 17 Chinese companies entering the Top 100 ranking, Kweichow Moutai was the top 3 with a brand value of US$ 53.755 billion.

Since Kweichow Moutai entered the list for the first time

in 2012, ranking 69th, BrandZTM has been witnessing its

growth.

The 2020 BrandZ

TM

Top 100 Most Valuable Global Brands

ranking jointly released by WPP and Kantar revealed that

the total brand value of the Top 100 global brands reached

US$ 5 trillion, approximately equivalent to the annual GDP

of Japan. The Top 10 brands were Amazon, Apple, Microsoft, Google, Visa, Alibaba, Tencent, Facebook, McDonald's and MasterCard.

A record high of 17 Chinese brands have made it into the

ranking, introducing 2 newcomers in contrast to last year.

These world's most valuable Chinese brands have seen their total brand value increased by 16%, almost three times as the global growth.

By report, the Top 100 most valuable global brands have

shown greater resilience and less fluctuation than they did

in the global financial crisis from 2008 to 2009 regardless of the impact from COVID-19.

David Roth, CEO of The Store WPP EMEA and Asia and

Chairman of BrandZTM, said: "The continued growth in value

of the BrandZTM Top 100 shows that strong brands are in a

much better place than they were in the global economic

crisis of 2008-9. We see a significant improvement in brand equity now compared to 10 years ago because businesses

understand the importance of investing in brand-building and are stronger and more resilient as a result. While the

impact of COVID-19 has impacted every business regardless

#2 #3 #4 #5 #6 #7 #8 #9

of size or geography, consistent investment in marketing can and will help carry you through a crisis."

According to Doreen Wang, Global Head of BrandZTM at

Kantar, Chinese enterprises have already been standing at

the forefront of the world stage by upgrading from "made in

#10

Alcohol

Technology

Apparel

Retail

Entertainment

Retail

Technology

Technology

Technology

Meituan

Lifestyle Platform

$53,755 +58% $41,501 +47% $9,669

+40%

$28,677 +35% $45,889 +34% $415,855 +32% $29,936 +31% $326,544 +30% $35,904 +29% $23,911 +27% MOUTAI MAGAZINE

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BRANDZTM TOP 20 RISERS

30

JUNE 2020

NATURE 天 China" to "created in China". Representing China, Chinese

破了 5 萬億美元大關，約等於日本的全年 GDP。排名前十的全球

against the downtrend, providing confidence to global

Facebook、麥當勞、萬事達卡。

brands have dealt with multiple difficulties and grown

品牌分別是亞馬遜、蘋果、微軟、谷歌、Visa、阿里巴巴、騰訊、

consumers and further consolidating the foundation of the

今年有 17 個中國品牌進入了 BrandZTM 全球 100 強榜單，比

international promotion of Chinese brands.

去年增加了兩個。中國上榜品牌的合計價值增長了 16%，幾乎是

As an authoritative global brand equity platform, the

全球增速的 3 倍。

BrandZTM Top 100 Most Valuable Global Brands ranking

據悉，與 2008-2009 年金融危機期間相比，全球最有價值的

combines rigorously analyzed market data from Bloomberg

100 強品牌在當下的新冠疫情期間表現出了更強大的韌性和更小的

with extensive consumer insights and brand contribution

波動。

index from over 3.8 million consumers around the world,

WPP The Store 歐洲、中東、非洲及亞洲首席執行官兼

covering over 17,500 different brands in 51 markets.

BrandZTM 董事長 David Roth 稱：「BrandZTM 全球 100 強不斷

The ranking uses valuations data incorporating stock

增長的品牌價值證明強大的品牌現在的處境好於 2008 年金融危機

price performance from April 2020 to reflect the impact

時。我們看到品牌資產較 10 年前有了顯著的增長，新冠疫情影響

of COVID-19. Against a backdrop of uncertainty, those

到了所有人，無論你身處何方，無論是大企業還是小企業，但在行

companies that have consistently invested in longer-term

銷方面的持續投資能夠幫助你渡過這次危機。」

marketing and in building strong brands have managed

凱度集團 BrandZTM 全球總裁王幸（Doreen Wang）表示：「中

to stave off the worst of the crisis. Prior to the global

國的企業真正實現了中國創造，站在了國際舞臺的前沿。中國品牌

to increase by 9%.

球消費者以信心，進一步夯實中國品牌出海的基礎。」

pandemic, total brand value of the Top 100 brands was set

2

是中國的名片，艱難時期中國品牌持續迎難而上、逆勢增長，給全 據介紹，BrandZTM 作為全球權威的大型品牌建設平臺，覆蓋

020 年 BrandZTM 最具價值全球品牌 100 強排行榜發

51 個市場上的 17500 多個品牌，將全球 380 多萬消費者的訪談結

537.55 億美元的品牌價值，從 2019 年的 35 位快速

機制綜合考慮品牌的財務表現（根據彭博社的資料）以及根據消費

佈，茅台位列全球價值增速最快的品牌第一名，以

果與各家公司財務和經營業績分析相結合。BrandZTM 的排名研究

晉級第 18 名，增速高達 58%。在 17 個中國上榜品牌中，茅台位

者研究獲得的品牌貢獻值（Brand contribution index）。

列前三。

今年的排行榜引用了 2020 年 4 月的股價資料以反映新冠疫情

2012 年茅台首次進入 BrandZTM 百強榜後從第 69 位開始，

對品牌價值的影響。雖然全球充滿著不確定性，但在長期品牌建

WPP 凱度今天聯合發佈的「2020 年 BrandZTM 最具價值全球

沒有疫情影響的話，BrandZTM 全球 100 強的品牌價值預計會增長

BrandZTM 見證了茅台品牌的晉級之路。

設方面堅定投資的公司抵禦了最具破壞力的衝擊。據測算，如果

品牌 100 強」排行榜顯示，全球排名前 100 名的品牌價值合計突

9%。

YEAR-ON-YEAR CATEGORY CHANGES Retail

$785,346 +21% Technology

% = Brand Value Change 2020 vs. 2019

$ = Brand Value US$ Mil.

Insurance

$135,171 +8%

Beverages

$155,748 +4%

Apparel

$117,632 +0%

$1,561,961 +10% Luxury

Personal Care

$115,706 +4%

$176,784 +3%

Beer

$74,513 -4%

0% Regional Banks

$219,491 -11%

Telecom Providers

Fast Food

$249,763 -2%

$441,782 -4%

Cars

$129,705 -7%

Energy

$79,000 -22%

Global Banks

$98,120 -19% MOUTAI MAGAZINE

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KWEICHOW M RANKED FIRST AMONG GLOB SPIRITS BRAND 5 CONSECUTIV YEARS

32

連續 5 年 茅台蟬聯全球烈酒第一 JUNE 2020

NATURE 天

MOUTAI T BAL DS FOR VE

MOUTAI MAGAZINE

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A

s reported in the Brand Finance Spirits 50 2020 ranking released in August, Kweichow Moutai

retained its position as the world's most valuable

TOP 5 STRONGEST BRANDS

spirits brand for the fifth year running with a brand value of US$ 39.332 billion.

1

Since 2016, Moutai has been sitting atop of the Brand

Finance Spirits 50 ranking with significant growth in its

1

2020: 88.7 AAA 2019: 88.1 AAA

brand value year by year, from US$ 5.771 billion in 2016 to US$ 39.332 billion in 2020.

2

Brand Finance is the world's leading independent

brand valuation and strategy consultancy, which has been

central to the standard setting for both the ISO 10668: Brand

2

2020: 88.1 AAA 2019: 86.8 AAA

Valuation and ISO 20671: Brand Evaluation. It provides analyses of data including the brand strength index,

3

royalty rates and cost of capital to arrive at a final brand

value, which has been broadly recognized as an important expertise and independence.

The brand value of Moutai has been acknowledged by

4

multiple professional evaluation authorities since the start of this year. To be specific, Moutai was the fastest growing

according to the 2020 BrandZTM Top 100 Most Valuable Global

5

Brands ranking and ranked the Top 3 among 17 Chinese brands entering the ranking. Li Jingren (Vice Chairman

and General Manager of Moutai Group) summarized three

+1.5

5

2020: 84.9 AAA 2019: 82.9 AAA-

points when being interviewed by Doreen Wang (Global

+2.5

3

2020: 85.6 AAA 2019: 84.1 AAA-

brand with a growth of 58% in brand value this year

+1.3

4

2020: 86.2 AAA 2019: 83.7 AAA-

guidance about brand value by the world based on its

+0.6

+2.0

Head of BrandZTM) regarding the factors behind Moutai's achievements: firstly, Moutai's "hardcore" standard of

quality control ultimately determines its brand value;

that the whole liquor market is holding on to Moutai liquor,

strong supports to Moutai; finally, cultural consensus and

is the most convincing embodiment of Moutai's brand

secondly, the capacity and space of Chinese market provides synergy offers solid foundation for Moutai's growth. In the

17th China's 500 Most Valuable Brands ranking released by

a product with impressive volume of production and profits, power.

From a workshop factory of limited scale in the 1950s to

World Brand Summit in August, Moutai placed 17th with a

a modern company and eventually today's world-renowned

ranking enterprise in the food and beverage industry.

2 trillion in market value and products circulated in five

brand value of RMB 285.523 billion, which was the highest "Alcohol Drinks 2020", the annual report on the most

valuable and strongest alcoholic drinks brands published

by Brand Finance, pointed out that Chinese mid-to-highend baijiu brands continued to see their brand values

increase and dominated the ranking in spite of the fact that the global liquor industry has been impacted more or less

enterprise with over RMB 100 billion in revenue, over RMB continents over the world, Moutai has constantly adhered to its originality and outstanding branding while sticking to high-quality development and continuously marching

forward, which was regarded as "a bright pearl on the crown of baijiu".

According to Gao Weidong, there are two standards

by the outbreak of COVID-19. Moutai is a typical example

when building "hardcore" products in "the world-class core

widely discussed by renowned international media such as

and brand strength with cross-regional and cross-cultural

that "Moutai craze" has once become a heated keyword Newsweek and Financial Times during the pandemic.

In the past five years, Moutai's brand power has

improved effectively under multidimensional supports. In

the context of the rapid development of Jiang-flavor liquor, Moutai Group has speeded up the upgrade of corporate

management, brand strategy and channel reform. The fact 34

JUNE 2020

production areas of Jiang-flavor liquor": excellent quality

influence. He said, "Moutai is so pure that everyone taking

part in the production procedure will never allow anything

to 'contaminate' it, and we will guard it together." To ensure the liquor quality and mouthfeel, Moutai Group has not

only trained an excellent team of craftsmen as well as an outstanding team of liquor making engineers, but also

NATURE 夊 introduced liquor analysis equipment and a system for data detection.

It is precisely because of its insistence on quality control

and branding that Moutai has delivered a good result to investors and consumers. In the first half of this year,

Moutai achieved revenue of RMB 43.953 billion with a yearon-year increase of 11.31% and realized a net profit of

RMB 22.602 billion with a year-on-year growth of 13.29%.

It also performed well in the capital market that Kweichow Moutai Co. Ltd (SHA: 600519) earned RMB 17.99 per share, an increase of 13.29% year-on-year. On July 6th, the total

market value of Kweichow Moutai exceeded RMB 2 trillion

for the first time. From the perspective of industry insiders, the 2-trillion market value is just a phenomenon. What behind this figure is the result of Moutai's continuous

improvement of corporate governance capacity and service philosophy to shape the value concept and adhere to product quality and reputation.

Moutai is currently working with industry partners to

cultivate high-quality development and form enterprise groups to stride forward together so as to provide

quality products and services, to shoulder more social

TOP 10 MOST VALUABLE BRANDS

1

1

2020: $39,332m +29.1% 2019: $30,470m

2

2

3

3

2020: $20,872m +30.1% 2019: $16,038m

2020: $7,666m 2019: $9,060m

4

4

responsibilities and to constantly enhance brand value

2020: $5,625m 2019: $5,371m

beginning of this year.

5

while achieve the annual performance target set at the

BRAND VALUE CHANGE 2019-2020 (%)

-5.1%

10

2020: $3,312m 2019: $2,703m

10

-6.1%

9

2020: $3,320m 2019: $3,497m

9

-13.1%

7

2020: $3,633m 2019: $3,869m

8

-5.6%

5

2020: $4,036m 2019: $4,644m

7

+4.7%

6

2020: $4,092m 2019: $4,335m

6

-15.4%

+22.6%

8

2020: $3,137m 2019: $3,657m

-14.2%

MOUTAI MAGAZINE

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8

月，全球權威品牌價值評估機構 Brand Finance 在

英國倫敦發佈「2020 全球烈酒品牌價值 50 強」榜單。 茅台以 393.32 億美元的品牌價值，連續 5 年蟬聯全

球烈酒第一品牌。

2016 年 57.71 億 美 元、2017 年 115.48 億 美 元、2018 年

今年以來，茅台品牌價值已獲得多個重量級專業評估機構認

可。其中，2020 年 BrandZTM 最具價值全球品牌 100 強排行榜發佈， 茅台位列全球價值增速最快的品牌第一名，增速高達 58%。在 17

個中國上榜品牌中，茅台位列前三。茅台集團副董事長、總經理李

靜仁視頻對話凱度集團 BrandZTM 全球總裁王幸時，曾歸結於三點：

212.43 億美元、2019 年 304.70 億美元、2020 年 393.32 億美元，

茅台「硬核」的品質標準，是品牌價值最關鍵的因素；中國市場的

來，茅台一直穩居第一，且品牌價值逐年大比例提升。

為茅台的進步增強了重要的基礎。在「世界品牌大會」8 月發佈的

自 Brand Finance 在 2016 年發佈「全球烈酒品牌價值 50 強」以 Brand Finance 是 目 前 全 球 唯 一 品 牌 價 值 評 估 國 際 標 準

ISO10668、品牌評價標準 ISO20671 的核心制定者，也是目前全 球唯一的獨立協力廠商品牌價值評估與諮詢機構。該機構通過評估 品牌強度指數、行業特許費率、企業預計營業收入等資料最終確定 品牌價值，以其專業性和獨立性受到國際廣泛認可，是評判全球品 牌價值的重要依據。

BRAND VALUE BY ECONOMY

TOP 50 MOST VALUABLE SPIRIT BRANDS

36

JUNE 2020

容量與空間，為茅台提供了最為強大的支撐；文化共識與協同，

2020 年《中國 500 最具價值品牌》分析報告中，茅台以 2855.23

億人民幣的品牌價值居第 17 位，同時蟬聯食品、飲料行業上榜企 業首位。

Brand Finance 發佈的《2020 年含酒精飲品品牌年度報告》

指出，儘管新冠肺炎疫情影響，對全球酒業造成一定衝擊，中國中 高端白酒市場卻逆勢上揚。茅台就是典型代表，疫情時代的「茅台

NATURE 天

Alcohol Portfolios.

TOP 10 MOST VALUABLE ALCOHOL PORTFOLIOS

現象」，更成為美國《新聞週刊》、英國《金融時報》等知名國際 媒體關注和思考的熱詞。

過去五年，茅台品牌力在多個維度的支持下有效提升，在醬

酒快速發展大背景下，茅台公司自身加快了公司治理、品牌戰略、 管道變革的升級，整個酒圈都緊抓這個既能走量又有利潤的產品， 這無疑是品牌力的體現。

從上世紀 50 年代的作坊式工廠，到現代企業集團，再到今天

營收過千億、市值超 2 萬億元、產品銷售輻射五大洲的世界知名企 業，茅台在堅持高品質發展、大踏步前進的同時，始終恪守品質匠 心和卓越品牌，被稱為「白酒皇冠上的一顆明珠」。

茅台集團董事長高衛東在世界醬香型白酒核心產區企業共同

發展宣言簽署儀式上已做闡釋，稱「世界醬香型白酒核心產區」打 造「硬核」產品有兩個標準，一是出色的品質，二是具有跨地域、 跨文化影響力的品牌實力。他說：「茅台是瓶純淨的白酒，每一個 參與到茅台酒生產過程的人，都不能讓這瓶酒沾染上『雜質』，要 乾乾淨淨做事，清清白白做酒，共同把這瓶酒守護好。」為了保證 品質和口感，茅台不僅培育了一支優秀的工匠隊伍、一支出色的釀

酒工程師團隊，還擁有了全球先進的釀造分析設備和資料檢測體系。 正是因為堅持品質和品牌，茅台向投資者和消費者交出了滿

意的半年報。今年上半年，茅台實現營收 439.53 億，同比增長 11.31%，實現淨利潤 226.02 億，同比增長 13.29%。貴州茅台每

股收益 17.99 元 / 股，同比增長 13.29%。資本市場同樣表現優異。 7 月 6 日，貴州茅台總市值首次突破 2 萬億元。在業內人士看來，

2 萬億市值只是一個現象。其背後，是茅台為塑造價值理念，堅守

產品品質、品牌信譽，不斷提升企業治理能力、改進服務理念的結果。 茅台正與行業夥伴一道共同培育高品質發展、大踏步前進的

企業群體，提供優質產品和服務，承擔更多社會責任，在實現年初 定下的全年業績目標的同時，持續提升品牌價值。

資料來源 Source of information:

https://brandirectory.com/rankings/spirits

https://brandirectory.com/reports/alcoholic-drinks-2020

MOUTAI MAGAZINE

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Gao Weidong 高衛東：

Sticking to Excellent Quality is the Fundamental Strategy of Moutai to Deal with Crises 堅守卓越品質是 茅台應對危機的根本之策

38

JUNE 2020

PEOPLE 人

MOUTAI MAGAZINE

39

"

M

outai Group always abides by the spirit of

craftsmanship to meticulously make every

bottle of Moutai liquor, and is committed to

end of March, smoothly achieving a "flying start" in the first quarter.

In 2020, Moutai Group, which has reached the "100

providing consumers with excellent quality products. This

billion" level, is standing on a new starting line. According

epidemic challenge, Gao Weidong, the Chairman of Moutai

requirements of "positioning, orienting, refining, regulating

is our fundamental strategy to deal with crises." Under the Group, deeply felt that consumer demands, consumer

groups, and consumption scenarios of the liquor industry

are all changing constantly, but people's pursuit for quality remains unchanged.

In the first quarter of this year, Moutai Group has still

thrived against the background of the epidemic outbreak

to Gao Weidong, Moutai will intensely abide by the strategic and reforming" and the work requirements of "high-quality development and stride to a brighter future", firmly adhere to the crucial lifelines of quality, safety and environmental protection, actively embrace new technologies, and accelerate the high-quality development of Moutai.

"Quality is the lifeblood of Moutai brand, safe

and economic stagnation, and successfully consolidated

production is the top priority of Moutai's development,

work resumption. In the first quarter, Moutai Group saw a

high-quality development." Gao Weidong said that in the

the work of epidemic prevention and control as well as the year-on-year increase of 13% in revenue and a year-on-year

increase of 15% in gross industrial output, achieving double growths at double digits, and making positive contributions to the high-quality development of Guizhou's economy.

According to reports, since the outbreak of the epidemic,

Moutai Group has been making every effort to seize time,

maintain growth and make up for losses. It has put forward the targets of "remaining the original plan and tasks while

maintaining the index and income", and implemented the actions of comprehensively resuming work, launching project construction, promoting poverty alleviation as

well as preventing and controlling epidemic. It took the

lead in resuming work in the industry on February 13, and achieved "full production, nationwide resumption" by the 40

JUNE 2020

and environmental protection is the essence of Moutai's future, Moutai will, as always, adhere to its ingenuity in making fine liquor and excellence in quality, and strive

to create products more reliable for consumers. Moutai

will, with emphasis on prevention, adopt a multipronged

approach and properly deal with hidden dangers in various fields and links in a grading and classifying way to ensure that the safe production situation in Moutai continues to be stable. Moutai will implement the concept of "green

development", care for the Chishui River in the same way as protecting eyes and lives, and avoid costly blunders

or charade in Moutai's environmental protection work, creating a benchmark for the industry. "An excellent

enterprise must be one that is brave in self-criticism and good at self-examination." According to Gao Weidong, at

PEOPLE 人

營收

第一季度

工業生產總值 第一季度

REVENUE

GROSS INDUSTRIAL OUTPUT

13% 2019 FIRST QUARTER

15%

2020 FIRST QUARTER

2019 FIRST QUARTER

2020 FIRST QUARTER

present, Moutai will strictly carry out the rectification and

營收同比增長 13%，工業總產值同比增長 15%，實現了兩位數、

eliminate the shortcomings of the mechanism, and make

發生以來，茅台集團全力搶時間、保增長、補損失，提出「計畫不變、

discussions about "finding problems, measures and goals", up the shortcomings of development, so as to continuously improve the modernization level of enterprise governance system and governance capacity.

Moutai has always been embracing the era of 5G and

big data and integrating with it actively. Gao Weidong said

雙增長，為貴州經濟高品質發展作出了積極的貢獻。據介紹，疫情 任務不減、指標不調、收入不降」的「四不」目標，實施「全面復 工復產、全面啟動專案建設、全力推進扶貧攻堅、全力防控疫情」

的「四全」行動，於 2 月 13 日率先在行業復工復產，3 月底實現「滿 負荷生產，全國性復市」，順利實現一季度「開門紅」。

2020 年，跨上「千億」臺階的茅台集團，正站在全新的起跑線上。

that although Moutai is in the traditional manufacturing

高衛東表示，茅台將緊緊圍繞「定位、定向、瘦身、規範、改革」

it actively adapts to new trends and carries out strategic

質、安全、環保」三條生命線，積極主動擁抱對接新科技，加快推

industry, it never refuses to innovate. On the one hand, cooperation with Huawei, Inspur and other first-

class domestic enterprises, striving to boost the better development of Moutai through the construction of

"Intelligent Moutai". On the other hand, Moutai continues to promote "new model" and deepens the cooperation with well-known domestic e-commerce companies

and supermarkets, aiming to better meet the needs of

consumers through online and offline integration and flattened marketing channels.

茅

「

台集團始終恪守工匠精神，一絲不苟做好這瓶酒，矢

的戰略要求和「高品質發展，大踏步前進」工作要求，始終堅守「品 動茅台高品質發展。「品質是茅台品牌的命脈，安全生產是事關茅 台發展的重中之重，環境保護是茅台高品質發展的題中之義。」高

衛東說，未來茅台將一如既往地堅持匠心釀造美好、卓越鑄就品質， 竭力打造讓消費者更為信賴和放心的產品。堅持預防為主、綜合施 策，分級分類處理好各領域各環節隱患，確保茅台安全生產形勢持 續穩定。貫徹綠色發展理念，像保護眼睛、愛護生命一樣愛護赤水 河，確保茅台環保工作不走彎路、不走過場，打造行業標杆。「一 個優秀的企業，一定是勇於自我批判的企業，也是善於自我檢視的 企業。」高衛東表示，當前，茅台切實抓好「找問題、找措施、找 目標」大討論整改，破除機制弊端，補齊發展短板，不斷提升企業 治理體系和治理能力現代化水準。

身處 5G 時代、大資料時代，茅台也一直持積極擁抱的姿態，

志為消費者提供卓越品質的產品，這是我們應對危機

主動融入。高衛東說，茅台雖然是傳統製造業，但從不拒絕創新。

東深刻感受到，酒業不管在消費需求、消費群體和消費場景上都呈

略合作，力爭通過建設「智慧茅台」，助推茅台更好發展。另一方

的根本之策。」疫情大考之下，茅台集團董事長高衛

現了變革趨勢，唯一不變的是人們對品質的追求。

今年一季度，在疫情蔓延、經濟受阻的背景下，茅台集團逆勢

而上實現了疫情防控和復工復產的「雙加強」「兩不誤」，一季度

一方面主動適應新趨勢，與華為、浪潮等國內一流企業攜手開展戰 面持續推進「新模式」，與國內知名電商、商超不斷深化合作，旨 在以線上線下一體化、行銷管道扁平化的方式，更好滿足消費者需 求。

MOUTAI MAGAZINE

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設計無界限

n g i s De t u o with s t i Lim EDIT/

42

JUNE 2020

TRA

iao

elyn L 文 Joc

TION/ NSLA

via

譯 Oli

PEOPLE 人

MOUTAI MAGAZINE

43

I

n the world's interior design industry, "Steve Leung" is undoubtedly a resounding name

that everyone is familiar with. As a leading

architect, interior and product designer born in Hong Kong, Steve Leung is regarded as "the master of modernity and simplicity". "Conciseness" is the absolute keyword in his design philosophy.

Initially engaging in architectural design, Leung later

achieved a perfect turnaround in the field of interior design.

His experience as an architect enables him to integrate his

expertise in architecture with interior design. In 2018, SLD Group (SEHK: 2262), founded by Steve Leung in 1997, was

listed on the main board of the Hong Kong Stock Exchange, which set a precedent to be listed on the Hong Kong stock market as a pure design company.

Leung's upbringing has subtly laid a foundation for his

interest and career orientation. "I lived with my uncles when I was little. One of them worked as an architect

while another was a doctor as well as a 'Sunday painter'.

Influenced by them, I fell in love with art and design at a

very young age. " It was about ten years old when he decided to become an architect. To achieve his ambition, he worked part-time in interior design while studying architecture at university, and then founded his own firm to focus on his career as an architectural and interior designer.

Le Corbusier, one of the most influential architects of the

20th century and the pioneer of functionalist architecture, is Steve Leung's favorite modern architect. It was Le

Corbusier's collection of works that accompanied Leung since college when he was studying architecture. "I was

greatly inspired by his utilization of space and scales. He

always integrated nature and the construction in his design, showing the beauty of simplicity, purity and serenity. I

would be enlightened every time I went over his collection."

Inspired by his idol, Leung has become one of the

Top 10 designers in Hong Kong and the Top 10 Chinese

interior designers through his own efforts. He has also been awarded one of the global renowned interior designers

for fourteen times from 1999 to 2017 by Andrew Martin

International Interior Design Awards, "the Oscars of the

interior design world". His design company SLD Group has been recognized as the World's No.1 Residential Design Firm by Interior Design Top Giants for four times since

2016, and ranks Top 20 in overall global ranking in 2020.

Several design projects by his design firm, including the

Orchard Residences (Singapore), the 8 Restaurant at Grand Lisboa Hotel (Macau) and Novotel Citygate Hotel (Hong

Kong), have won multiple awards in the Asia Pacific region and the globe. Renowned projects in mainland China include One Park Shanghai and One Shenzhen Bay.

"'Human-oriented' has been my design philosophy

for years," says Steve Leung. "The main idea of interior 44

JUNE 2020

Steve Leung 梁志天

Steve Leung is a leading architect, interior and product designer born in Hong Kong in 1957. Steve's works reflect the projects' unique characters with his contemporary touch, taking inspirations from the Asian culture and arts.

Steve has served the interior design industry with enthusiasm.

Steve is currently the President of International Federation of Interior Architects/Designers (IFI) 2017-2019 and the Executive Director of Design Committee at China National Interior Decoration Association (CIDA). In 2014, he joined hands with interior designers from Mainland China, Hong Kong and Taiwan to establish "C Foundation" to promote education and foster development of the design industry. In 2016, he was conferred the Vocational Training Council (VTC) Honorary Fellowship by the Secretary in recognition of his contributions to the development of vocational and professional education and training to Hong Kong. In 2018-2019, he was appointed as member of the Trade and Industry Advisory Board (TIAB) by the Secretary for Commerce and Economic Development of Hong Kong SAR Government and Chairman of HKTDC Design, Marketing and Licensing Services Advisory Committee.

Steve established a restaurant operation and management group named "1957 & Co." in 2007. 梁志天為香港著名的建築、室內及產品設計師，1957 年於香港出 生，設計以現代風格見稱，善於將饒富亞洲文化及藝術的元素融入其中。 有「現代簡約大師」之稱。 梁志天現時擔任多個公職，包括國際室內建築師 / 設計師團體聯盟 (IFI)2017 - 2019 年度主席、中國室內裝飾協會設計專業委員會執行主 任，並於 2014 年與中國內地、香港、台灣多名室內設計師共同創立「深 圳市創想公益基金會」( 即「創基金」)，積極推動設計工業及教育的發 展。2016 年，梁志天更獲香港職業訓練局頒授榮譽院士榮銜，以表揚 其對推動職業專才教育發展及香港社會的貢獻。2018-2019 年梁志天獲 香港特別行政區商務及經濟發展局委任為 2018-2019 年度工業貿易咨 詢委員會會員，及香港貿易發展局委任為 2018-2019 年度香港貿易發 展局設計 , 市場及授權服務業諮詢委員會會長。 梁志天於 2007 年亦成立「1957 & Co.」餐飲品牌。

PEOPLE 人

MOUTAI MAGAZINE

45

design is to build an inner experience space integrating

aesthetics and functionalism where people are able to enjoy themselves. For example, home design focuses on bringing out optimal comfort for residents to relax and rest while

restaurant design can be bolder to bring out a brand-new

dining experience with innovative visual design. In short, I always take people's improvement of life quality into

consideration when designing so they will enjoy their life more."

In 2020, as the first Chinese Creative Director under

Steve Leung: I will never forget about the mellowness, elegance and delicacy of Moutai liquor that I have tasted.

"YOO", Steve Leung joined hands with Kelly Hoppen, a

and "earth", among which "water" and "wood" symbolize

designed Tower A and Tower B of YOO8, the world's tallest

two elements in his design and created three different

famous interior designer from the UK, and respectively

twisted twin residential towers devoted entirely by branded serviced residences.

The 61-storey YOO8 Tower A with 564 residences is

influenced by the Asian oriental philosophy and five

traditional Chinese elements "metal", "wood", "water", "fire" 46

JUNE 2020

purity, fluxion and tranquility. Leung employed these

apartment layouts, aiming at exploring the relationship

between human and nature in the oriental philosophy. He integrated the calmness and harmony of nature and the

modernity of urban space to balance the stylish simplicity

and homely atmosphere, providing the residents an escape

PEOPLE äşş

from the busy city life.

into my design lately," says Steve Leung. "By applying green

Tower A residences, we wanted to contribute a

design, such as intelligent lighting systems, air cleaning

"When we created the design concept for YOO8

feeling of wellbeing to the environments that these two classic elements affect," says Steve

Leung. "We wanted to achieve an ideal balance

between economics and aesthetics, to bring space to life and to create space for life." His design

philosophy can also be perceived from the details

and healthy concept more effectively and widely into space facilities and applications of natural light, we can start

conserving energy and reducing waste from the beginning

of the design process. I would also like to see that such ecofriendly design will safeguard people's health and improve comfort in their life."

This year, Leung realized one of his dreams: to build

in his design, such as the graphic black-and-

a vacation house completely designed by himself from

designs. Another important aspect considered by

Perfectly merged with the surrounding natural

white flooring, metal accents and patterned wall

Steve Leung and "YOO" is the use of space. In order

to maximize the flexibility of space, most of the residences

contain open or semi-open kitchens corresponding to openplan living-rooms. The combination of interactive living

and dining room areas ensures that every inch of space is fully utilized.

As his career vigorously growing, Leung has also been

working hard to give back to the society. After being elected as the first Chinese President of IFI (the International

Federation of Interior Architects/Designers) in 2017, he realized more about the significance of design towards the economy and people's livelihood in developed and

developing countries (especially the regions suffering from

architectural to interior design at a skiing destination.

environment, the vacation house "OOAK Niseko" located in Niseko, Hokkaido has a simple style with clear-cut linear construction, which also makes use of several

environmental-friendly technologies. "The feeling of

being close to nature deeply impressed me and drove my imagination." In the future, Steve Leung and his design

team will continue to make different attempts based on

the goal of "design without limits". "In recent years, I have cooperated with many international brands to launch

furniture series. I want to explore infinite possibilities

and perfect life with different design through crossover cooperation."

Speaking of liquor, though Steve Leung has come into

disasters and pandemics) other than the development

contact with various kinds of liquor including western red

architectural and interior design will efficiently facilitate

Chinese spirits in business occasions, he is not a liquor

and status quo of design industry all over the world. Good the improvement of multiple livelihood issues such as postdisaster reconstruction and environmental enhancement.

It is the ultimate meaning of design, and the mission of a designer.

"I have started to think about infusing science technology

wines and white wines from different origins as well as

professional. He has also tasted Moutai liquor. "Compared to many other Chinese spirits which are too strong to swallow, Kweichow Moutai has changed my view on Chinese baijiu.

I will never forget about the mellowness, elegance and

delicacy of Moutai liquor that I have tasted," says Leung.

MOUTAI MAGAZINE

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48

JUNE 2020

PEOPLE 人

2 3

1

5 4

梁志天： 我嚐過的貴州茅台 味醇優美、幽雅细腻。

1/2/3/4/5:One Shenzhen Bay

在

世界室內設計行業，梁志

項目包括：上海古北壹號、深圳灣 1 號等。

簡約，是梁志天設計理念裡出

理念。」梁志天說。室內設計是為人們創造

的著名建築、室內及產品設計師，有「現代

合美學和功能性的體驗空間，如家居設計就

天這個名字是一個響亮的招牌。

現得最多的詞彙之一。這位出生於中國香港 簡約大師」之稱。

梁志天最初從事建筑设计，後來在室内

设计領域實現了完美的转身。建築師經歷 讓他能融合好建築及室內設計兩大學問。

2018 年，「梁志天設計集團（2262）」於 香港聯交所上市，更開創了純設計公司在港

「『以人為本』一直是我多年來的設計

一個可以享受其中的環境，為用家創作出結 會著重舒適，讓戶主可以放鬆、休息；餐廳 則可以更大膽設計，為食客帶來嶄新的視覺 飲食體驗。簡單而言，我一直以提升人的生 活素質為設計理念，令大眾可以更加享受生 活。

2020 年，作為 YOO 品牌旗下的首位

上市的先河。

華人創意總監，梁志天為世界最高的螺旋形

取向。「小時候，我和幾位叔叔住在一起，

英國著名室內設計師凱利·霍本聯合設計，

梁志天成長背景奠定了他的興趣和職業

雙棟住宅大樓設計了高級公寓 YOO8。他和 分別設計了 A 座和 B 座。

的設計能有效改善當前社會民生的問題如災

已愛上藝術及設計。」十歲左右，梁志天便

宅單位，靈感來源於亞洲東方哲學和中國傳

是設計師的使命。

時兼職事室內設計的工作，及後創立自己公

「水」和「木」象徵純淨、流動及鎮靜，因

中。」梁志天說。「希望可以將綠色、健康

造了三個戶型，探索東方哲學觀中的人和大

如智能的燈光系統、空氣淨化設施、自然光

其中有一位是建築師，還有一位做醫生兼為 業餘畫家，受到兩位叔叔的影響，我小時候 立志要當建築師，並在大學修讀建築時，同 司，專注發展設計事業。

20 世紀最重要的建築師之一、功能主

義建築的泰斗勒·柯比意 (Le Corbusier) 是 梁志天最喜歡的現代建築大師。「功能主義 之父」勒·柯比意的個人同名作品集，自他

大學選修建築，就一直陪伴身旁。「他在空

YOO8 A 座樓高 61 層，共有 564 個住

統五行元素「金、木、水、火、土」。其中， 此他採用了這兩大元素貫穿整體設計，並打 自然兩者的關係， 藉此平衡都市繁忙的生 活，把大自然的寧靜和諧與現代城市空間結

合，打造時尚型格又不失「家」的幸福氛圍。 「當我們構思 YOO8 A 座的設計概念

後重建、改善環境，這就是設計的本義，也 「最近，我開始思考將科技融入設計當

的設計更有效且廣泛地應用到空間設計上， 的應用等，從設計過程開始節能減廢，更希 望透過設計保障用家的健康，提升生活的舒 適感。」

今年，梁志天實現了一個願望——在滑

間和比例上的運用給我極大啓發，他的作品

時，我們希望利用這兩種元素為居住空間帶

雪的地方建一座由他親自構思建築與室內設

粹、寧靜之美，而每次重溫這本作品集都帶

理想平衡，為空間創造生命、為生命創造空

屋 OOAK Niseko ，風格簡約，線條簡單利

經常將大自然與建築相融，呈現簡約、純 給我更深的啟發和領會。」偶像的影响和自 身的努力下，梁志天成為了香港十大頂尖設

計師之一，中國室內設計師大風雲人物。 在 1999 年 至 2017 年 間， 梁 志 天 14 度 被 素有「室內設計奧斯卡」之稱的 Andrew

Martin International Interior Design Awards 評為全球著名室內設計師之一。他

的公司為「全球第一的住宅設計公司」，於 美國權威《室內設計雜誌》全球百大室內設

計師事務所榜單中，自 2016 年四度登上住

來幸福感。我們致力在經濟和美學之間取得 間。」梁志天的設計理念還能從細節中體現。 譬如 YOO8 A 座幾何圖形的黑白地磚和金

屬色調的圖案牆身。此外，如何增加空間的 靈活運用程度，亦是梁志天在 YOO8 設計

上另一個重要的考慮因素。YOO8 A 的大部 分住宅單位的廚房均以開放式或半開放式設 計，與開放式的客廳相呼應，營造出輕鬆且 能互動的客飯廳區，確保每一寸空間均能被 善用。

象深刻，也帶動了我的設計思考。」在未來 發展上，他和他的設計團隊會本著「設計無 界限」的目標，繼續作出不同的新嘗試，「如 近年我與不少國際品牌合作推出傢具系列， 透過不同的跨界合作，探索無限的可能，以 不同的設計完善生活。」

談起酒，梁志天說雖然自己對酒並沒有

內建築師 / 設計師團體聯盟 (IFI) 主席後，

烈酒，貴州茅台他亦有淺嚐。「有別於中國

亞太區設計獎項，項目包括：新加坡的卓錦

除了了解到各國的設計行業發展，也明白設

特東薈城酒店；近年來，在中國內地的知名

保科技。「這種與大自然親近的感覺令我印

隨著事業發展， 他近年也努力回饋社

會，尤其在 2017 年以首位華人擔任國際室

豪庭、澳門新葡京酒店的 8 餐廳及香港諾富

落，與四周的自然環境融合，更採用不少環

很深入的研究，不過因為工作的關係，也會

宅範疇榜首，於 2020 年全球總排名位列第 20 位。他集團設計的項目榮獲多個國際和

計的度假屋。它是北海道二世古的雪地度假

計對已發展及發展中國家的經濟、民生等的 重要性，特別是遭受災難、疫症的地方。好

接觸不同產地的酒品，從西方的紅、白酒、 的烈酒經常予人嗆口的感覺，我嚐過的貴州 茅台味醇優美、幽雅细腻。貴州茅台改變了 我對白酒固有的感覺。」

MOUTAI MAGAZINE

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The Recovery of Liquor Industry Demand in China 中國酒類行業需求復蘇 EDIT/ 文 Ka Hin TRANSLATION/ 譯 Guan

50

JUNE 2020

ETIQUETTE 猎

D

ue to the pandemic outbreak of COVID-19, the

sales revenue has remained relatively stable. The portion of

epidemic and control the population mobility

quality brands, production areas and production capacity. In

world has been taking actions to prevent the

since the beginning of 2020, affecting consumption to some extents. Under the joint efforts of the whole nation, China has effectively coped with the impact of the pandemic by

implementing multiple prevention measures and marked

an initial victory against the situation. China's economy has

also gradually revived after work resumption, hence driving

baijiu industry has the tendency to gradually focus on highlight of the fact that consumption upgrading can facilitate the marketing clearing of low-end production capacity,

the portion of middle-range and high-end baijiu sales has

constantly risen among the whole industry, leading to the growth of total industry profit.

According to the open market data, the trend of baijiu

the growth of consumption and retail industry.

consumption has shown a significant "craze" for Jiang-

the estimated value of liquor industry has been improving

that Jiang-flavor liquor has achieved in 2019 a production

 It is commonly believed among the capital market that

since January this year despite the impact of the outbreak,

among which products like high-end baijiu and Jiang-flavor baijiu are in rigid demand with relatively high certainty.

As the pace of work resumption continues to accelerate in

the second half of the year, it is positive that the pandemic situation will be gradually under control. The progress of market recovery is also worth looking forward to. Some

flavor baijiu in recent years. Incomplete statistics implies capacity of about 550,000 kiloliters, sales revenue of

about 135 billion RMB and profit of about 55 billion RMB. Accounting for 7% of the production capacity, 21.3% of

the sales revenue and 42.7% of the profit in China's baijiu

industry, Jiang-flavor liquor has become a veritable "golden industry".

It is worth mentioning that Jiang-flavor baijiu has the

sectors influenced by the outbreak, such as the baijiu

built-in basis of high pricing, hence possessing relatively

growth. Industry leaders in particular are likely to expect

Traditional Da-qu Jiang-flavor baijiu not only acquires a

sector and etc., are likely to chalk up a quarter-on-quarter the continuous repair of market valuation based on their advantages in branding and channels.

To take the baijiu industry as an example, most branded

liquor enterprises' action of continuously promoting sales

has achieved different degrees of positive results. Observed from the market performance, the recovery level of high-

end baijiu is more obvious than the second high-end ones.

stronger ability to maintain value and create income.

high production standard, but also has a long production

cycle and complicated production techniques, sufficiently guaranteeing the product quality. In order to meet the

technical requirements, more enterprises manufacturing

Jiang-flavor baijiu will put in huge capital investment, thus causing the selling price to go up.

On the other hand, the developing history of baijiu

Down to sales status, although the selling prices of high-

industry proves that the production of high-quality baijiu is

have strong demand for these products. With the relief of

areas. The unique natural environment has granted some

end baijiu are around one thousand RMB, consumers still the epidemic situation, demand for manufacturing, living and communication keeps rising, which tends to further

release the sales of this sector from the relatively depressed condition early this year.

Starting from May, 2020, the domestic consumption in

China has continued to recover, driving the demand for all kinds of commodities to rise steadily. Entering the second half of 2020, partial severely struck sectors will usher in

quarter-on-quarter recovery, especially leading enterprises in the industry with branding and channel barriers which still have room for restoring their strength. The sales

data of various baijiu enterprises have reached year-on-

year recovery since May. According to market prediction, the sales status of high-end baijiu has already restored

inseparable from the natural conditions of their production cities and towns in Guizhou Province and Sichuan Province a special position in China's baijiu industry, highlighting their market superiority.

It is undoubted that "ecological protection" has become

the keyword for the construction of world-class core

production areas of Jiang-flavor baijiu. Besides, aspects such as the culture of liquor mixing and blending, legislation,

business ethics, social responsibilities, venture investment and the construction of production areas are all valued highly by China's baijiu enterprises. This action is also

corresponding to the tendency that ESG (Environmental,

Social, and Governance) are attached more importance to by the investment community.

To be specific, some baijiu enterprises with outstanding

to over 80% as the same period last year. Rigid scenes of

advantages will make the best use of the situation, put

forces driving sales of this sector.

technology and traditional industries and bring out multiple

consumption such as catering and gifting are the main

Reviewing the developing trend of the past few years, the

output and sales of baijiu enterprises above designated scale in China have both continued to drop since 2016, and the

forward new ideas, explore the intersection between

significant indices, becoming the new icon in the industry.

On May 10, 2020, the Xinhua-Moutai index series was

officially launched online, composed of three indices: the MOUTAI MAGAZINE

51

index of China's mainstream-flavor liquors development,

liquor enterprises and undergoing market fragmentation."

Moutai reputation index. The series can be considered as

research institutions is more optimistic, especially regarding

entity, deeply processing industry information such as

that the pandemic will not affect the liquor industrial

the Xinhua-Moutai brand influence index and the Xinhuathe organic integration of digital economy and industrial

product brands, market feedbacks and consumer behaviors.

It will keep updating and provide important theory basis

and practical significance to the enhancement of the brand's reputation, communication power, consumer recognition as well as consumption upgrading in the industry.

Looking into the second half of 2020, the market will still

In contrast, the analysis result from some industry

the long-term industry development prospect. They believe trend and internal value of the liquor enterprises if taking the long view. Recently, the price of consumer stocks has rebounded since the pandemic situation has gradually

relieved. The baijiu sector shows the highest growth rate among all subdivisions in food and beverage industry.

"Life is too short. Let's lift our drink and sing a song

have considerable uncertainty, bringing both opportunities

before it is too late." With more holidays and festivals

Some liquor marketing experts pointed out that, "the

appearing on Chinese banquet tables. The liquor market

and challenges to the operation and sales of liquor industry. overlap between the unexpected epidemic outbreak and consumption upgrading of liquor in China will facilitate

and differentiate liquor consumption, which will strengthen the market advantages of high-end liquor and accelerate its development. However, regional liquor enterprises as well

as middle and low-range liquor enterprises are likely to face multiple pressures such as being marginalized by high-end 52

JUNE 2020

coming in the second half of the year, baijiu will keep

in China will further recover as a result of consumption

stimulation. As the old saying goes, "When you hoist the

sails to cross the sea, you will ride the wind and cleave the

waves." It is widely believed that the performance of liquor industry will continue to develop and advance despite the market turmoil.

ETIQUETTE 禮

年

初以來，新型冠狀病毒疫情肆虐全球，世界各地採取 防疫措施，限制人員流動，致使消費受到一定影響。

中國在全國人民的共同努力下，採取多種措施防治，

有效應對了新型冠狀病毒的衝擊，取得了抗擊疫情的初步勝利，而 中國經濟也在復工復產中逐步恢復元氣，並隨即帶動了消費、零售 行業的增長。

對於酒類行業來說，資本市場普遍認為，儘管遭受到疫情在一

定程度的衝擊，該板塊自今年 1 月以來的估值仍然獲得持續提升，

尤其是高端白酒、醬香型白酒等產品均屬於確定性較強的剛需品種。 隨著下半年全國復工復產的步伐持續推進，全球疫情逐步受控，市 場恢復的進度也值得市場期待。其中，部分受到疫情影響的板塊， 例如白酒等板塊，都有望錄得環比的復蘇，特別是行業龍頭基於其 品牌和渠道的優勢，將有繼續修復估值的空間。

以白酒行業為例，大部分的品牌酒類企業持續推動銷售，取

得了不同程度的成效。綜合市場觀察，高端白酒的恢復程度較次高 端白酒更為顯著。從市場銷售情況來看，儘管高端白酒的售價都在 近乎人民幣一千元的關口上下，但是仍然顯現出非常突出的強勁需 求。且隨著疫情趨於緩解，生產生活交際等需求仍然上升，該板塊 今年年初受壓的銷情將有望進一步釋放。

從 2020 年 5 月開始，中國的內需消費持續復蘇，帶動了各類

消費品的需求持續增長，進入下半年，部分受疫情影響嚴重的板塊 將環比復蘇，尤其是具有品牌與渠道壁壘的行業龍頭，估值修復仍

有空間。其中白酒的銷售數據自 5 月以來多家企業均錄得環比恢

復，而據市場推算高端白酒的銷售情況已恢復至去年同期 80% 以 上，餐飲、送禮等硬性消費場景是拉動該品類復蘇的主要動因。

回顧過去幾年的發展態勢，2016 年以來，中國規模以上白酒

企業的產量和銷量均持續下降，銷售收入相對保持穩定。白酒行業 的份額有逐步向優勢品牌、產區、產能集中的趨勢。有鑒於消費升

式發佈，包括中國白酒主流香型發展指數、新華·茅台品牌傳播力

不斷提升，行業利潤總額持續上升。

產業的有機結合，利用數據這一新型生產要素，對產品品牌、市場

級推動低端產能持續出清，可以看到中、高端白酒銷售佔行業比重 根據市場的公開數據，近年來，白酒消費趨勢呈現出顯著的「醬

酒熱」。據不完全統計，2019 年，醬香型白酒產能約 55 萬千升， 完成銷售收入 1350 億元左右，實現利潤約 550 億元，以全國白酒

行業 7% 的產能，實現了 21.3% 的銷售收入和 42.7% 的利潤，醬

指數、新華·茅台美譽度指數三支指數。該指數是數字經濟與實體 反饋、消費者行為等行業信息進行深度加工，並持續發佈，對於提 升品牌行業美譽度、品牌傳播力和消費者認可度，以及白酒行業消 費升級，具有重要理論和現實意義。

展望下半年，市場仍然充斥著不確定性，為酒類行業的經營

香型白酒已成為名副其實的「黃金產業」。

和銷售既帶來一定機遇，又帶來一定挑戰。媒體引述部分白酒營銷

有相對高的保值能力和創收能力。傳統的大曲醬香白酒，不僅擁有

與分化作用，會強化名酒的市場優勢，加快名酒的發展。但是，區

值得一提的是，醬香型白酒具有高定價的先天基礎，因此擁

很高的釀造品質要求，而且還有很長的生產週期和複雜的生產工藝， 在品質上有充分的技術保證。為滿足技術需求，醬香型白酒的生產

專家認為，「疫情與中國酒類消費升級重疊，對於酒類消費有推動 域酒企與中低端酒企將會面臨名酒擠壓與市場碎片化等多重壓力。」 有產業研究機構的分析則更為樂觀，尤其是對於行業長期發

企業大多擁有巨大的投入，推動了售價向高端發展的態勢。

展前景仍然看好。他們認為，如果能夠把目光放長遠，疫情其實並

其獨特的自然條件密不可分。得天獨厚的自然條件賦予了貴州省、

消費股股價反彈，在食品飲料行業各細分領域中，白酒板塊漲幅大

另一方面，白酒工業的發展歷史證明，高品質白酒的釀造與

四川省某些城鎮在中國白酒釀造業中的特殊地位，從而獲得了突出 的市場優勢。

值得一提的是，生態保護是建設世界調味醬香型白酒核心生

產區的關鍵詞。此外，調酒文化、法律、商業道德、社會責任、風

險投資和生產區建設等多方面，都受到了中國白酒企業的高度重視。 這一趨勢與投資界愈發重視 ESG（環境、社會、企業管治）方面 的表現不謀而合。

其中，某些具有突出優勢的白酒企業，則因勢利導，推陳出新，

發掘科技與傳統產業的交集，推出多項具有重要意義的指數，形成

了行業新標桿。2020 年 5 月 10 日，新華·茅台系列指數在線上正

不會影響酒類行業趨勢和企業內在價值。近期，從疫情趨緩期開始， 於其他行業漲幅。

「對酒當歌，人生幾何」。隨著下半年更多節慶假日推動，中

國人的餐桌上仍然少不了有白酒助興，消費刺激的效應將更為明顯。 長風破浪會有時，直掛雲帆濟滄海，相信酒類行業的表現也將繼續 在波動中發展和前進。

Please kindly note that the author of this article does not hold relevant

stocks, and the article does not constitute any investment opinion or advice. 文章作者未持有相關股票，文章不構成投資的意見或建議。

MOUTAI MAGAZINE

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The Aroma of Fine Liquor Gets Better with Time Secrets behind Collecting Kweichow Moutai

陳年佳釀，歷久彌香 —— 貴州茅台酒的收藏秘訣 I

f what liquor embodies is a culture or a taste, then what vintage liquor carries are the

accumulation of time and feelings towards the

past, which have been significant to the human world.

There are verses in poetries like "filling my cup with vintage liquor to remind myself of the joy in old days" and "a cup of old liquor brings me back to my home thousands of miles

away", or sayings such as "age appears best in four things:

old wood to burn, old wine to drink, old friends to trust and

old authors to read". Today, more people see the value given

to liquor by time and realize the purpose and significance of collecting liquor.

As a superior Jiang-fragrance baijiu, Kweichow Moutai

is very suitable for collecting no matter it is fresh from the

distillery or vintage. One of the features of its aroma is that it gets richer and stronger with time. Yet, if you want to be

one of the Moutai collectors, there are some techniques you need to know.

Firstly, it is important to keep the liquor from

volatilizing. Volatilization will not only decrease the volume of liquor inside the bottle, but also affect the enrichment

of its aroma, and then the value of that bottle of liquor will be compromised. Therefore, before storing the liquor, you need to check the bottleneck and bottle cap in advance.

For a sealed bottle, it is less likely for us to smell strong aroma from the bottleneck. If you can smell the aroma

strongly coming out before the bottle has been opened, and still determine to collect this bottle of liquor, make

sure you check its weighing regularly to keep track on the "volatilizing status". If the loss in weight gets too obvious, 54

JUNE 2020

ETIQUETTE 猎

BAMBOO JOINT BOTTLE

1

2 YEAR

1950 it makes no sense to continue keeping it in the collection; you may just drink it up before everything in the bottle is

YEAR

gone. As an extreme case, if you find the red ribbon already

1 9 5 4

soaked with leaked liquor, you can directly drop the idea of collecting it.

Apart from checking in advance, you need to prevent

volatilization during the process of storing. The first thing

to do is to place the bottle in up-right position so the liquor will be less likely to leak out from the cap. The next step

is to consolidate the protection of the bottleneck. If your purpose of collecting the liquor is to drink it yourself in

the future, the simplest way is to seal the cap with Teflon

tapes. However, this method cannot protect the appearance of the bottle, which contains multiple anti-counterfeiting marks and important information for authentication and value assessment. If the marks or labels are damaged

during the storing process, the reserve value of the liquor

will be greatly reduced. Vice versa, the more identification

information is preserved on the bottle or the outer package,

the easier the authenticity can be proved, and the higher the value will be. Hence the fact that Kweichow Moutai coming with an original carton is more valuable than a single

bottle. Therefore, if your purpose of collecting the liquor is for demonstration or for trading after its appreciation,

the optimal way of preserving Kweichow Moutai liquor is to wrap it with plastic wraps or seal with heat shrinkage

films so as to protect both the bottleneck and the bottle or MOUTAI MAGAZINE

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YEAR

BOTTLE

EARTH CERAMIC

3

1 9 5 8

the outer package. Generally speaking, the collection value

perfume or laundry detergent in the closet and the odor of

the remaining liquor in the bottle as well as the appearance

of Moutai liquor generated from esterification reaction after

of Kweichow Moutai liquor is determined by the volume of of the outer package. No one will buy an unrecognizable product or a half-empty bottle of old liquor after all.

The proper storing condition is also crucial. There are

the mothballs are really possible to contaminate the aroma

a long time of storage due to molecular mobility, which will greatly jeopardize the collection value of the liquor.

To become an experienced collector of Moutai liquor,

three main rules to follow. The first one is the "golden rule"

knowing some jargons about Moutai liquor is necessary

while ensuring good ventilation. The optimal temperature

behind including background stories and the storing-year.

for storing food and drink: avoiding direct light and heat

for storing baijiu is from 5℃ to 20℃ , and temperature out of this range will affect the liquor quality. Therefore, it is

recommended to store Moutai liquor in shadow or in a shelf, especially during summer. The second rule is to assure an environment with constant humidity between 60% and

70%, which is especially important for storing Kweichow

since these jargons often indicate the information hidden As a collector, knowing the jargons will not only help you decide whether it is a right decision to collect a certain

bottle or carton, but is also useful for you to identify the

authenticity and have a better understanding towards what you are going to collect.

It is widely known that compared to fresh Moutai liquor,

Moutai liquor. In regions with relatively dry climate, you

vintage Moutai liquor smells stronger in aroma, tastes

increase the humidity so as to prevent the cap or the bottle

define "new Moutai" and "vintage Moutai"? Usually, "new

can put a glass of water where you store the liquor to

from cracking and keep the label from fracturing and

peeling off. If the regions are with relatively high humidity, then you need to store the liquor in somewhere less humid

to prevent mold and insects. A dehydrating breather which can control the humidity indoor will definitely help. The last rule, yet the most easily neglected one, is to prevent

richer in flavor and mellower in mouth-feel, but how to Moutai" refers to the liquor whose manufacture date is

within 3 years from the current date while "vintage Moutai" is the liquor whose manufacture date is over 10 years from

the current date. As for the liquor whose manufacture date is between 3 to 10 years, it is called "sub-new liquor".

Speaking of Kweichow Moutai, many people might

the liquor aroma from being tainted by other odor. Some

immediately think of "Feitian Moutai" with a red ribbon,

their closets so as to keep the liquor from direct light or put

Actually, "Feitian Moutai" is not the only product line of

inexperienced collectors tend to store Moutai liquor in

mothballs, sachets in the liquor shelf to prevent insects,

which are totally inadvisable. The fragrance from sachets, 56

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a red cap and a white glass bottle with a red label.

Kweichow Moutai that worth being collecting. For example, "Commemorative Moutai" refers to Moutai liquor that is

FEITIAN

ETIQUETTE 猎

4

1977

YEAR

5

YEAR

1984

specially produced to celebrate or commemorate certain

January 1, 1983 till now, and "Regular Five-Star" is the "Five-

Australia" Commemorative Liquor for Cultural Moutai's

market. "Feitian Moutai" refers to liquor with the "Feitian"

big events or people, such as Kweichow Moutai "Entering Trip to Australia, Kweichow Moutai "Entering Santiago

of Chile" Commemorative Liquor in memory of Cultural Moutai's Trip in Chile, and Kweichow Moutai "Entering

Dar es Salaam of Tanzania" Commemorative Liquor for

the Moutai event in Tanzania. The bottle design of each

Commemorative Liquor is inspired by the local culture and the event theme, unique and aesthetic. "Moutai Chinese

Zodiac Animal Liquor" is a collection launched every year

Star" liquor with conventional packing circulated in the

label for export sales. To be specific, "Vintage Feitian" is the "Feitian Moutai" produced between 1959 and 1969,

"Grand Feitian" is the "Feitian Moutai" manufactured from 1970 to 1985, "Huang (Yellow) Feitian" is the specifically

supplied "Feitian Moutai" packed with yellow-brown bottles produced from 1983 to 1985, and "Regular Feitian" is the conventionally packed "Feitian Moutai" in the market.

"When a thing is rare, it becomes precious." Special

based on each year's corresponding Chinese zodiac animal,

bottle materials usually indicate higher collection value

"Moutai for the Year of the Pig" released last year. Every

For example, "Earth Ceramic Bottle" refers to Moutai

like "Moutai for the Year of the Rat" released this year and year, renowned masters of traditional Chinese paintings

will be invited to design the back label of the bottle based

on interesting background stories about the specific zodiac animal, bringing out good blessings. "Moutai Aged Liquor" is produced with vintage Moutai liquor as basic liquor and blended in accordance with the standard of 15-year-old

liquor, 30-year-old liquor, 50-year-old liquor and 80-year-old

liquor so people are able to taste the mellowness of the aged

as well. Different bottle materials have different "terms". bottles baked by local ceramic clay. "Bamboo Joint Bottle" is another kind of clay bottle used from early to mid-20th

century which looks like bamboo joints due to the unique baking technique. "Caramel Bottle" refers to the specially

supplied caramel-color clay bottles during 1980 and 1986.

"White Glass Bottle" is the one we are most familiar with, which has been in use since 1966 till now.

From the commemorative significance, cultural

liquor.

meaning, aesthetics to the bottle materials and aged aroma,

collection value. For example, "Five-Star" refers to the

profundity and reserve value. As Salvador Dali once said,

The labels on the Moutai bottles also determine the

Moutai Liquor with "Five-Star" labels for domestic sales. To

be specific, "Vintage Five-Star" refers to the "Five-Star" liquor manufactured from May 1, 1953 to December 30, 1982.

"New Five-Star" is the "Five-Star" liquor manufactured since

different lines of Kweichow Moutai liquor have their own "the connoisseur does not drink wine but tastes of its

secrets", we collect Moutai liquor not only for its value as a

commodity, but also for the connotation, stories and sense of the times embedded.

MOUTAI MAGAZINE

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PAST 過去

將來

FUTURE 58

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ETIQUETTE 禮

如

果說酒承載的是一種文化、一種品味，那麼老酒承載 的則是時間的沉澱和過往的情懷——東方有詩句「自 斟老酒拾陳歡」、 「濁酒一杯家萬里」，西方有名言「老

了解它們，不僅便於酒友決定是否收藏該款酒，也便於他們辨認真 偽及了解這支酒背後所承載的年代感。

喝茅台酒的人都知道，老茅台酒比新出廠的茅台酒香氣更濃、

柴最當燒，老酒最宜飲，老友最可信，老書最該讀」。時間為酒賦

口感更佳、更易入喉。但怎麼劃分新老茅台呢？「新茅台」指的是

作為優質的醬香型白酒，貴州茅台酒的特點之一便是「越陳越

生產日期距今十年以上的茅台酒；而生產日期距今大概三到十年的

予的價值讓越來越多人看到收藏酒的意義。

香，不論新老，都非常適合收藏。如何妥善收藏茅台酒，有一套學問。 首先，不跑酒的茅台才適合收藏，因此，「防跑酒」便尤為重

生產日期距離當前日期大概三年以內的茅台酒；「老茅台」指的是 茅台酒則被稱為「次新酒」。

提到茅台酒，許多人的第一印象便是綁著紅飄帶，有著紅色瓶

要。首先要檢查瓶口：未開封的茅台，如果瓶口沒有酒味或只有淡

帽和紅白相間玻璃瓶身的「飛天茅台」，也認為只有「飛天茅台」

聞到濃濃的酒味，仍決定收藏，最好定期稱重檢查，若發現跑酒太

「紀念酒」是特別為紀念某大事件、人物等特意定制生產的茅台酒，

淡的酒香，就表示基本不跑酒，可以放心收藏；如果在瓶口處就能 多，就要及時換掉或者喝掉；如果連飄帶都被浸濕了，則屬於嚴重 跑酒，收藏的意義不大。

不僅在決定是否收藏前要檢查，藏酒的過程中也要防止瓶口跑

酒。第一步要保證讓酒瓶直立放置，第二步則要加固對瓶口的保護， 防止漏酒。最簡單的方法是用生料帶纏繞瓶口——若收藏的目的是 為了日後自飲，可以使用這種方法。然而，這種方法的缺點是會影 響美觀，也不利於對瓶身的保護。瓶中剩餘酒量只是影響茅台收藏 價值其中一個標準，另一個標準是對瓶身品相的鑒定。茅台酒瓶身 上有多重防偽暗記，遍佈瓶帽和正背標上。如果在長期的收藏或把

才具有收藏價值。其實有許多不同的產品系列同樣值得收藏，其中： 如茅台為各大海外活動量身定制的「走進澳洲」紀念酒、「走進坦 桑尼亞·達累斯薩拉姆紀念酒及「走進智利·聖地亞哥」紀念酒等，

它們的瓶身圖案都根據當地特色和活動主題而精心設計，獨一無二， 具有藝術美感；「生肖酒」是以中國十二生肖為包裝元素而生產的 茅台酒，邀請著名的國畫大師根據不同生肖的典故設計背標圖案， 賦予美好祈願；最容易被大家誤解的是「年份酒」，它其實是以陳 年貴州茅台酒為基酒，按照十五年、三十年、五十年、八十年標準 勾兌而成的茅台酒。

瓶身的商標也影響著該酒的收藏意義。比如，「五星」專指內

玩中磨損了這些暗記，難以鑒定，會讓酒的價值大打折扣。原箱茅

銷「五星牌」商標貴州茅台酒；「老五星（金輪牌）」：1953 年

因此，若收藏的目的是為了展示，或待增值後賣出，在收藏過程中

2）；「新五星」：1983 年 1 月 1 日至今生產的「五星牌」茅台；

台比散瓶貴的主要原因，也是因為原箱有更多鑒定資訊，易於鑒定。 最好使用保鮮膜包裹，或者用航空杯、熱縮膜進行塑封，既能防止 跑酒，又能保護瓶身或外包裝。經過長時間的收藏，瓶中酒越多、 品相越好，價格才能越漂亮。畢竟沒有人會買無法鑒定的老酒。

除了在收藏前做足檢查，收藏時對茅台酒進行「全副武裝」的

保護，還要注意藏酒的貯存條件。第一點可以說是貯存食品的黃金

定律：避免光照和高溫。白酒保存的溫度在 5-20℃為宜，過高和 過低都會影響酒質。因此，夏天最好把收藏的茅台酒放在酒櫃或者

5 月 1 日到 1982 年 12 月 30 日生產的「五星牌茅台酒」（参考圖 「普五」則指市場上正在流通的普通包裝「五星牌」茅台酒。大家 最熟悉的「飛天」專指外銷「飛天牌」茅台酒，其中「老飛天（飛

仙牌）」1959 到 1969 年生產的「飛天牌」茅台酒；「大飛天」 1970 到 1985 年期間生產的「飛天牌」茅台酒（参考圖 4）；「黃

飛天」：1983 到 1985 年生產的黃醬瓶特供「飛天牌」茅台酒（参

考圖 5）；「普飛」則是市場上正在流通的普通包裝「飛天」茅台酒。 「物以稀為貴。」特殊的瓶身材質也往往代表這瓶酒有著更高

酒箱裡，放在家裡陰涼的地方，避免陽光直射。第二點是保證一個

的收藏價值。不同的瓶身材質有不同的專有名詞，如「土陶瓶」是

較乾燥的地區，可以在酒櫃裡放一小杯水來增加濕度，避免長期乾

台酒灌裝所使用的土陶瓶——由於受燒制工藝的限制，需要用兩瓶

恆濕（60%-70%）的環境——這是保存茅台的重要條件。在氣候 燥導致瓶塞、瓶身開裂、酒標發脆脫落。如果家裡濕度較高，則儘 量把酒櫃和酒箱放在相對乾燥的房間內，防黴防蟲。 第三點則要

注意防止串味。許多酒友會把茅台放到衣櫃裡以保證陰涼的環境， 或者為了防蟲而在存放茅台的酒櫃或酒箱裡放樟腦丸、香包等，然

貴州當地陶土燒制的陶瓷瓶酒；「竹節瓶」是 20 世紀初至中葉茅

相接，拼接縫形似竹節，故而得名；「醬瓶」是 1980 至 1986 年 間特供使用的醬色陶瓷瓶；「白玻瓶」是 1966 年至今，貴州茅台 酒廠使用的白色玻璃瓶。

從紀念意義、文化意義、藝術美感到瓶身製作工藝、陳年酒香，

而這是非常不可取的。衣櫃裡的香包或香水、洗衣液的香氣，以及

不同系列的酒都有著各自的底蘊和收藏價值。西班牙超現實主義繪

味，嚴重影響茅台本身酯化反應的香氣，從而大大降低收藏價值，

它的秘密。」同樣的，我們收藏茅台酒的意義也不僅僅在於酒本身，

樟腦丸的味道極有可能會和長時間共同存放在一起的茅台香氣串 事倍功半。

若想讓別人知道你是一個收藏茅台酒的老手，當然也要了解茅

台酒的「行話」。這些行話背後都隱藏著茅台酒收藏意義的信息。

畫大師薩爾瓦多·達利曾說過：「真正的鑒賞家不喝酒，而是品嘗 而是它瓊漿玉露中蘊含的內涵。

Source of Information: Moutai Fandom 資料來源：茅粉會

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60

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g n i w v i ith L w a r n o o d l u M q S Li us i

c

MUSE 樂

倚酒 伴樂，慢轉

EDIT/ 文 Olivia Kwan

時 光 MOUTAI MAGAZINE

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I

n the past few months, it seemed that someone has pressed the "slow motion" button on our

life, making it "run" in a 0.5 times speed. We are

gradually staying away from the crowds. A certain room

at home becomes our new "playground" while liquor and music become our new companions.

Staying at home, some people will take out a bottle of

perfectly chilled beer from the refrigerator, inhaling the

refreshing floral aroma coming out with the crisp squeezing sound as the cap being opened. In the meantime, they

might connect the Bluetooth speaker with their iPhone,

filling the entire room with the vibration of the music waves by turning the volume up as if it will make time go faster.

For some others, they will take out a bottle of Bourbon and

pour out a little bit into the Whiskey cup already placed with ice cubes. Instead of turning on the "intelligent" Bluetooth

speaker, they will carefully pick a piece of vinyl record from their personal collections and put it on the turntable. As the lingering melody flows through the entire room, the

"imperfect" cracking sounds in between add a "glittering

filter" in the air. Even when the volume is low, one can still hear the melody as if it can worm its way into their heart.

As they sip a mouthful of Whiskey and let the mellow liquid spread all over every surface in their mouth, they own the moment.

Today, the evolution of science technology makes such

a slim cellphone the main medium for playing music. Any

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MUSE 樂 music is available for us with uncompressed, pure and

lossless sound quality only by touching the screen. However, as the retro trend returns, an increasing population begins

to discover the charm of vinyl records and phonographs (or "turntables").

In 1877, Thomas Alva Edison invented the first

Usually they are bars or cafes with high-end audio equipment, where patrons listen to vinyl records carefully selected by the bartender or the owner, becoming the "Eden" of audiophiles. equipment that could record and replay sound. The sound vibration waveforms were recorded as corresponding

physical deviations of a spiral groove engraved, incised or impressed into the surface of a rotating cylinder or disc, called a "record". To recreate the sound, the surface was

similarly rotated while a playback stylus traced the groove and was therefore vibrated by it, very faintly reproducing

the recorded sound. In the 1890s, Emile Berliner initiated

the transition from phonograph cylinders to flat discs with a spiral groove running from the periphery to near the center, making the flat discs the medium of playing, recording and being duplicated, which realized the mass production for commercial use in the future.

At first, the discs were commonly made from shellac.

Starting in the 1940s polyvinyl chloride became common, hence the name "vinyl". In the mid-2000s, gradually,

records made of any material began to be called "vinyl

records", or simply "vinyl". The disc phonograph record, which replaced the phonograph cylinders around 1912,

became the dominant audio recording format throughout most of the 20th century. Even when new formats such as

cassette tapes entered the market, the vinyl records' market dominance was not shaken until the 1980s when digital

recording formats like compact discs started to take over

the largest market share. After exiting from the mainstream since the 1990s, records continued to be manufactured and

sold on a smaller scale, but this format was still the favorite among DJs and artists in Hip-hop music and electronic dance music, and got more and more popular among audiophiles. The phonograph record has revived as a

format for rock music in the early 21st century. The original recordings of musicians, which may have been recorded on MOUTAI MAGAZINE

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tape or digital methods, were sometimes re-issued on vinyl.

music appreciation. It is quite interesting that the Chinese

Japan. Usually they are bars or cafes with high-end audio

"to listen", implying that we need "less chatting and more

Since 1950s, a new concept "listening bar" emerged in

equipment, where patrons listen to vinyl records carefully selected by the bartender or the owner, becoming the

"Eden" of audiophiles. Behind the bar is usually a wall full

translation of "listening bar" can be also interpreted as

listening" in the bar. In the dim light, everyone was bathed in music. Time seems to be frozen.

Nowadays, listening bars are also influencing people's

of record library instead of liquor shelves. Today, listening

night lifestyle all around the world. Inspired by hi-fi bars

generation who seldom have the opportunities to grow up

hi-fi vinyl bar in the bay area focusing on Jazz music. Daniel

bars stage a comeback as a new trend among the young

listening to the music from high-end audio equipment and are less likely to appreciate music in this way at present due to the high price of those high-end equipment. In

listening bars, they are able to experience a novel way of 64

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from Tokyo, Japan, Bar Shiru, located in Oakland, is the first Gahr and Shirin Raza, the owners of Bar Shiru, see the

vinyl-centric sound system in a space built with acoustics as the top priority, committing to building a pure music world to let the patrons focus on the music itself. They believe in

MUSE 樂

entire side of the wall, showing a sense of "chaotic" balance.

On the blank wall above the shelf successively hung the

photos of Billie Holiday, Louis Armstrong, Nina Simone and

Grant Green. With what can be constantly seen and listened to in the bar, we can travel back to the golden age in the photo.

In Sheep's Clothing is a hi-fi bar in LA open from day

time until midnight, which is also inspired by jazz cafes in Japan. Entering the bar, the exposing tubes above reveal a sense of roughness. However, if we take a closer look, the

ceiling, the walls as well as the flooring are all made from timber, surrounding the whole room with a gold color

tone. The coziness surely can ease up our nerves. In the

bar equipped with two different turntable setups and sets

of vintage Altec Lansing that costs as much as a luxury car, wooden built-in shelves filled by an abundant collection

of vinyl records are built all around the place and behind

the bar. The rest of the room is taken up by twelve simplydesigned round tables and cassette desks, among which

a half-dozen of round tables are matched with some Midcentury Modern chairs in a totally different style. "Please keep your conversations below the music" read a small folded card on each table, showing the attitude of the

owners towards music. The philosophy of the place is

also obviously shown on their official website and social

media: "To hear more, say less." As Zach Cowie, the Creative Director of the bar, said, we are in an era where music can

be easily accessed everywhere —— "this is such a great time to be a music listener, but no one's listening" in his own

words. Therefore, the intention behind the establishment of In Sheep's Clothing is to "teach people how to listen again".

He and his partners want In Sheep's Clothing to be a place

where people stop seeing music as a background sound, but listening to it as life itself.

Let's draw the curtains and dim the lights. In the glass,

the connective power of music among people. Compared

with the listening bars with strict rules in Japan which will shush patrons or even ban chit-chats, Gahr and Raza tend

not to constrain people's behavior, but rather "subtly guide it". Although the inspiration of the founding of Bar Shiru

was from Japan, its interior design featuring a high ceiling,

warm lights and the utilization of concrete as well as timber brings out a primitive industrial style with its own regional characteristic. Gahr said he concerns more about the

bubbles slowly float in the mellow liquor while melody from the lentamente spinning record is authentic and vivid. As

the needle rubbing against the grooves, we can listen to the music expressed in its most primal way. The needle is like the hand of an archaeologist, clearing away the withered leaves and dusts on the surface of an aged stone tablet,

unveiling the ancient writings engraved on the surface.

At this moment, music is visible, which is a surprise that cannot be weathered by time.

Mahatma Gandhi once said: "There is more to life than

conciseness and functionalism when considering the actual

increasing its speed." If you have the chance, why not going

behind it are in stark contrast. Liquor bottles in different

listen to the story "told personally" by the music, to savor a

design. The wooden bar and the grayish concrete wall

colors are placed orderly on the shelf which takes up the

to visit a listening bar with a group of young friends, to sip of fine liquor and to feel the slowing of time.

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過

樂陪伴。

去這幾個月以來，我們的生活如同被按下了「慢放

鍵」，以 0.5 的速度運轉著。我們逐漸遠離人群，家 裡某個房間成為新的娛樂場地，酒和音樂成為新的娛

這種陪伴可能是從冰箱裡拿出一瓶冰得剛剛好的啤酒，瓶蓋被

撬開時發出清脆的擠壓聲，啤酒的花香氣攀著那股白煙竄出，沁人 心脾。將藍牙音響連接 iPhone，調高音量，整個房間都充斥著音

浪擊打喇叭鼓膜的震動，讓空間的充實替代時間的充實。對另一些 人來說，這種陪伴則是從酒櫃拿出一瓶波本威士忌，倒少許在已放 入冰塊的威士忌杯中，再從唱片架上精心挑選一張黑膠唱片，放在 唱盤上，悠長的旋律就此流出。音符間的「沙沙」聲就像給空氣罩 上了一層星光斑駁的濾鏡，就算音量不大，那旋律卻仿佛能鑽進人 心里。酌一口威士忌，讓它的濃厚佈滿口中，喉韻回甘。

如今，科技的發展讓一部輕薄的手機變成音樂的主要播放載

體，手指輕觸幾下，不僅任何音樂都能奉送到眼前，還能享受不被

統稱為「黑膠唱片」，并成為整個 20 世紀用於音

襲，許多人也開始發現黑膠唱片和唱片機的魅力。

的留聲機圓筒唱片，即便是在卡式錄音帶等新格式

壓縮、毫無「雜質」的「無損音質」。然而隨著復古風潮的再次來 1877 年，湯馬士·歐華·愛迪生發明了第一台可以記錄和再現聲

音的留聲機，聲音通過雕刻、切割或壓印的方式被「記錄」在旋轉 的圓筒唱片表面。唱針接觸表面的溝槽并隨之移動而振動，便可以

非常微弱地再現所記錄的聲音。1890 年代，愛米爾·貝利納（Emile

Berliner）發起了從留聲機圓筒唱片到平盤唱片的過渡，使其作為 播放和錄音的媒體，同時也可製成母版複製，使得唱片商業化量產 成為可能。

起初，唱片大多由蟲膠製成，從 1940 年代起，由聚氯乙烯

（Polyvinyl Chloride）這種材料製成的唱片變得普遍，才因此得 名「黑膠」。2000 年代中期開始，任何材料製成的唱片都逐漸被

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樂複製的主要媒介。它在 1912 年左右取代了原先

進入大眾市場時，黑膠唱片仍保持著最大的市場份

額，直到 1980 年代，以光碟形式出現的數位媒體獲

得了更大的市場份額。1991 年退出主流後，黑膠唱

片雖然繼續以較小的規模製造和銷售，但仍然是許 多 DJ 和嘻哈音樂及電子舞曲音樂人最喜歡的格式，

并受到越來越多發燒友的歡迎。在 21 世紀初期，黑膠

唱 片 成

為搖滾音樂的一種新興形式。音樂家的原始錄音有時也會重新以黑 膠唱片的形式發行。

1950 年代開始，日本出現「聽吧（listening bar）」的概念。

這種酒吧或咖啡廳配備高端的音響設備，播放著酒保或老闆精心挑

MUSE 樂

選的黑膠唱片。吧檯后往往不是酒櫃，而是一整面墻的黑膠唱片珍

啟發。走入室內，上方外露的管道仍有一絲工業風的粗獷氣息，但

為一股新的潮流，為熱愛音樂的年輕一代帶來別樣的音樂體驗——

裹著整個空間，令每一根緊繃的神經都能放鬆下來。聽吧四周及吧

藏，是眾多高保真音響愛好者們的「伊甸園」。今天，「聽吧」成 在他們成長的時代，很少有機會能通過高端音響設備聽音樂，由於

這些設備價格昂貴，許多人也沒有條件去使用，那麼「聽吧」便 讓這種與眾不同的音樂享受成為可能。說來也妙，「聽吧」既是 「listening bar」的直譯，從中文意思來看又似一句耳語，仿佛 在說道：「閉上眼睛，聽吧，別說話。」昏暗的燈光中，每個人都 沐浴在音樂中，時間似乎流動地更慢了。

「聽吧」這種形式也逐漸走出日本，影響著世界各地人們的夜

生活方式。受到日本東京高保真音響酒吧的啟發，位於美國加州西

部奧克蘭的 Bar Shiru 是灣區第一家專注于爵士樂的高保真黑膠 唱片聽吧。Bar Shiru 的創立者 Daniel Gahr 和 Shirin Raza 追 求極高的音質效果，致力於打造一個純淨的音樂空間，讓客人專注 於音樂本身，并通過音樂的力量成為人與人之間的紐帶。比起日本 一些會讓客人「噤聲」的「嚴格」聽吧，Gahr 和 Raza 傾向於不

過多干擾客人的行為，而是潛移默化地引導他們。雖然 Bar Shiru

的創立靈感來源於東瀛，但其室內挑高的天花板、溫暖的燈光和混

凝土及木材的運用則保留了具有本地特色的原始的美式工業風，

仔細一看，天花板、墻身和地板都以木材為主，溫暖的淡金色調包 檯後方都打造了木製入墻立櫃，被密密麻麻的黑膠唱片佔據著；設

有兩組不同的黑膠唱片機裝置及老式的 Altec Lansing 揚聲器， 價值與豪華轎車相當。吧檯以外的空間擺放著 12 張設計簡潔的圓

桌及卡座，其中幾張圓桌搭配了世紀中葉現代風格的座椅，色彩跳 脫。每張桌子上都有一張小卡片寫著：「請不要讓說話的音量超過 音樂聲」，「多聽，少說（to hear more, say less）」也是他們

的標語，被醒目地張貼在官網和社交網站上，盡顯其主創的音樂 態度。與其說 In Sheep's Clothing 是一家聽吧，不如說它是一個

音樂社區。除了在官網上列出所使用的音響設備，他們也會定期在

Spotify 更新他們的歌單，讓這種音樂形式更多地滲透到人們的現

實生活中。身為創意總監的 Zach Cowie 說，我們正處在一個音 樂隨處可及的時代——「這正是聆聽音樂的好時機，卻沒有人再去 認真聽了。」因此，創辦 In Sheep's Clothing 的初衷便是希望帶

大家找回「聆聽音樂」的真諦，讓音樂不再淪為繁忙生活的背景音， 而是再次成為生活本身。

拉上窗簾，調暗燈光。酒杯中，氣泡在柔滑的液體中緩緩上升；

Gahr 表示自己更加注重設計的簡潔性與功能性。木製的吧檯與其

唱盤上，徐徐轉出的旋律真實生動。隨著唱針摩擦黑膠唱片表面的

在佔據一整面墻的酒櫃上，既規整又不規則的協調感為整個空間

家的手，撥開石碑上的枯葉和塵土，拂過石碑上鐫刻的古文字——

背後灰色的混凝土墻形成鮮明對比，色彩繽紛的酒瓶被整齊擺放 增色不少。酒櫃上方的空白墻面依次掛著 Billie Holiday, Louis

Armstrong, Nina Simone 和 Grant Green 的照片，耳濡目染間 好像就可以回到照片中的黃金時代。

位於洛杉磯的 In Sheep's Clothing 是一家難得從白天開放直

到午夜的高保真音響設備聽吧，其創立亦是受到日本爵士咖啡館的

起伏，音樂以最原始的承載方式傳入我們的耳中。唱針就像考古學 唱片上一圈圈不規則的溝槽。這一刻，音樂分明是有形的，是一種 時間沖刷不掉的驚喜。

甘地曾說過，「生活不能匆忙度過，需要體驗的還有很多。」

如果有機會，一定約上年輕朋友走入聽吧，聆聽音樂「親口」訴說 的故事，細細品一口酒，感受慢轉的人生。

MOUTAI MAGAZINE

67

The Coming Age of

雞尾酒的外帶時代

EDIT/ 文 Coffee Mum

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MUSE 樂

MOUTAI MAGAZINE

69

N

ot long ago, it has been quite normal for us

performance art about cocktails is being staged. A skilled

glasses, toasting each other and enjoying our

based judgments towards different flavors of ingredients

to spend off-work hours in bars, swaying our

lively and tipsy nightlife. However, at this special time when social distancing becomes the priority, the way of enjoying nightlife has to make a change to adapt to the current

situation while fulfilling our craving for drinks. Nothing can keep us from having some good time after all. It is certainly simple and convenient to open a canned beer from your

bartender is the soul of the cocktail, whose experience-

and aesthetic insights when designing a glass of enjoyable

cocktail will all be presented after the words "please enjoy".

It explains why people cannot resist sitting next to the bar counter just to be closer to the "art making stage" so as to

have a panoramic view of how a glass of cocktail is made.

Due to the non-replicability of restaurants and bars'

refrigerator or a bottle of wine from your own collection

social attributes as well as the strict storing conditions of

it seems to be lacking some vibes? Right now, cocktails

process from a glass being made by the bartender to being

and enjoy the "happy hour" at home, but don't you think

for take-out make it possible to duplicate the bar drinking

experience at home: you get to make yourself a cocktail in a fancy cocktail glass with the pre-mixed liquor and other

ingredients delivered to you, creating a ceremonial drinking experience. The emergence of cocktails for take-out opens up more possibilities for liquor lovers.

Cocktails, originally a kind of flavored beverage offered

in particular occasions such as bars or restaurants, can add

a sense of atmosphere in special circumstances. Because of

the fresh ingredients used for making cocktails, the whole

finished up by the customer usually only takes place in the dining places. People rarely order cocktails for delivery.

However, this year is so special that it appointed cocktails

some new missions. This kind of beverage is now entering customers' own house and healing tens of thousands of restless souls in the late night. Getting together "in the

cloud" and toast to one another at both ends of the screen becomes a normalcy.

The epidemic outbreak early this year forced bars

its variability of flavors, people just cannot quit their love for

of various scales to temporarily shut down. Under the

ideas and explore more surprising combination of flavors.

the take-away service of cocktails after careful consideration

this kind of drink; instead, they are willing to put forth new Apart from its own flexibility, the charming bartenders

standing behind the bar counter give more meaning to a

simple glass of cocktail. Upon the ordering of a glass, the 70

JUNE 2020

operating pressure, some insiders in the industry pioneered of product research and development. Listed on Asia's 50

Best Bars for two consecutive years, Hope & Sesame, with its claim to fame as Guangzhou's first speakeasy bar, has

MUSE 樂

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r e g i T

Djay

MOUTAI MAGAZINE

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Contonese Chicken Rice Jameson Whisky Lotus Leaf Glutinous Soup Oak Wood

already launched their take-away cocktails on March, 2020,

satisfying with simply drinking the cocktail from a take-

Operating with a rigorous mindset as "science geeks", the

worshipped, the presentation of cocktails is of course

which is one of the earliest bars that launched the service.

Hope & Sesame team has always been in pursuit of the

cocktail flavor's stability. The bar is even equipped with

rotary distillers, a kind of machine usually applied in the labs and rarely seen in domestic bars. There are other

equipment in the kitchen, including hydro-extractors and immersion circulators, which help stabilize the cocktail

quality by integrating different flavors extracted from the process such as distillation, brewing, segregation and

purification into the basic liquor. In this way, the take-

away cocktails get to maintain its original flavor even after

away bottle. In the current age when appearance is highly one of the most crucial elements in the whole drinking

experience. It is feasible to restore the artistic presentation of a freshly-mixed cocktail as in the bar with the take-out service. Garnishes such as vacuum-packed mint leaves,

lemon slices, grapefruit slices and wine-stained cherries can be delivered to customers along with the pre-mixed

and bottled cocktail. Customers just have to pour out the

pre-mixed cocktail into an exquisite glass of their own and decorate with the garnishes to complete the whole look.

According to insiders, the ingredients for making take-

being delivered to Beijing and Shanghai after a long ride.

away cocktails delivered to customers need to be especially

Sesame, which is a signature Cantonese-style cocktail in the

juice, egg white and cream are definitely not suitable while

The canned cocktail is another original creation of Hope & bar.

In contrast to the innovative flavored cocktails developed

with researching spirit which are made instantly, barrel-

aged cocktails, made by aging in barrels for a few months, score a success with their classic flavors. In a barrel, the

cocktail tends to tame its harsher aspects and round itself out, creating a more cohesive flavor. Jimmy Zhang, the founder of a bar in Chongqing named "Flujo Liquido", is famous for making excellent barrel-aged cocktails,

including "Negroni", "Manhattan", "Vieux Carre" and "Star

Cocktail". To enrich the flavors of barrel-aged cocktails and make them long-lasting, strict criteria for the blending

proportion, aging time and storing conditions are required.

Thanks to the take-out service, cocktails can be easily

accessed to like any ready-to-drink beverage without going to the bars. People who have higher life standards are not 72

JUNE 2020

paid attention to. Perishable ingredients such as fresh

ingredients with high stability like finished flavored syrup and sour agents are recommended. Also, the making

technique of the same cocktail varies depending on whether it is a take-away drink or a freshly-mixed drink, which

requires experiences. Xiao Ling, a senior liquor writer

and judge of several international bartending contests,

addressed that cocktails for take-out will become a trend

in the near future in cocktail industry. However, pre-mixed and bottled by the bartenders before delivery is still the

major form of take-away cocktails, which has limitations in both capacity and transportation. To truly develop the

cocktail take-out service, it is important to reach the target of mass production and entering supermarkets as well as catering channels while maintaining the current product quality.

公園長凳內格羅尼 MUSE 樂

人頭馬 VSOP 金巴利 甜味美思 乾味美思 長凳苦精 SEEDLIP 108

微

醺的夜，搖晃的酒杯，觥籌交錯的熱鬧，這場景發生

還因為餐廳與酒吧社交屬性的無法複製性，再加上雞尾酒所需

在往日的酒吧一角，但是特殊時期，似乎熱鬧也變得

的不少新鮮食材存放及食物安全保障的關係，基本上一杯雞尾酒從

的雞尾酒，即成了酒吧歡飲的復刻版。簡單方便的開蓋即飲，酣暢

回家，但 2020 年是魔幻的一年，雞尾酒有了很多新的使命感，它

有了 social distancing。居家的時光，因為有了外賣

盡興地滿足飲家的酒癮，或是自己將外賣的雞尾酒組裝調配，再用 心愛的器皿裝呈，做足滿滿的儀式感……雞尾酒外帶時代來臨，給 予了愛酒人士更多的可能性。

誕生到被享用完畢，這過程均發生在餐飲場所，鮮有將雞尾酒打包 們進入到消費者家裏， 拯救很多一入夜就無處安放的躁動靈魂， 「雲」喝酒和「隔空」碰杯也成了「雲」聚會的常態。

2020 年初的全球疫情爆發，大小酒吧在特殊時期選擇歇業，

雞尾酒， 本是一種獨屬於特定空間——酒吧或餐廳的風味飲

在經營的壓力下以及對產品研發的深思熟慮後，酒吧業內有先行者

塑性強，讓人們對這種風味酒款的喜愛一直未減弱，並願意不斷推

的廟前冰室團隊在今年 3 月份已經實現了將雞尾酒外賣，算是國內

品，在特別的情境下，給予增添氛圍感的作用，也因調配風味的可 陳出新，探索不同味道的奇妙結合；而站在酒吧前的那個瀟灑帥氣 的調酒師，更是賦予了一杯簡單雞尾酒更多的意義，從下單一杯雞 尾酒開始，關於雞尾酒的行為藝術也正上演，手法嫻熟的調酒師是 這杯雞尾酒誕生的靈魂人物，他對不同食材風味的經驗判斷，以及 對設計一杯賞心悅目雞尾酒的美學見解，都在一句「請慢用」後呈 現。這也是為什麽這麽多酒友喜歡坐在吧檯邊上，更加接近創作現 場目睹這昏暗舞臺（吧檯）後發生的一切。

率先推出了雞尾酒外賣服務。接連兩年獲得「亞洲 50 最佳酒吧」

在疫情期間最早推出外送雞尾酒的其中一家。因為廟前冰室團隊皆 有著理工科嚴謹的思維模式，因此風味的穩定性是他們一直所追求 的，在酒吧內還配置了國內酒吧鮮有的「旋轉式蒸餾器」，這款蒸 餾儀器僅僅是在實驗室裏被應用到，同時，廚房內還充滿著各種儀

器設備，如離心機和浸入式水浴機 (Immersion Circulator)，將 各種蒸餾、慢煮、分離、澄清等方式提取的風味融進酒體，使得出 品很穩定，雞尾酒外賣至北京、上海都經得住長途的顛簸而風味猶 MOUTAI MAGAZINE

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DRAGON EYE

Peddlers Gin Longan Oolong Black Tea Toasted Malt

存。另外，罐頭造型包裝的雞尾酒也是廟前冰室的獨創，內裝有店

檬片、西柚片、酒漬櫻桃等，在將一杯預調雞尾酒呈於合適的容器

除了以「實驗室研發精神」開發的風味雞尾酒之外，一些經

據業內人士介紹，關於給客人帶回家的雞尾酒，選用的材料也

內招牌的廣東風味雞尾酒。

後，稍加動手，就還原了酒吧的杯上藝術。

典的味道也通過桶陳，將風味鎖住，如重慶液宴酒吧，創始人

格外講究，太過容易變質的材料（新鮮果汁、蛋清、奶油之類）是

包括 Negroni、Manhattan、Vieux Carre 和 Star Cocktail，對

劑之類），同一款雞尾酒，制作成外賣雞尾酒與現調現喝在技術手

Jimmy Zhang 將木桶中貯存陳釀過的經典雞尾酒做得相當出色， 調制比例、入桶時間、貯存條件都有細致要求，才能保持其經典架 構之余的飽滿與悠長。

開罐即飲的雞尾酒隨時隨地能滿足飲家的酒癮，資深酒客更是

將宅家雞尾酒進階為有著高級畫面感的日常。在講求「顏值即王道」 的今日，凝結了調酒師美學修養的雞尾酒及點綴品，把一份需要動

手 DIY 的藝術品寄到飲家手裏，如獨立包裝的抽真空薄荷葉、檸

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JUNE 2020

絕對不適合的，而需要選用穩定性高的材料（成品風味糖漿、酸味 法上也有所不同，需要經驗。資深酒類作家、多個國際調酒大賽評 委肖淩（筆名：羊男）認為外賣雞尾酒將會成為今後的一個雞尾酒 趨勢。但目前基本都是店裏制作裝瓶，與現調雞尾酒分別不太大， 產量及運輸都有局限，未來要能夠生產線量產、進入商超及餐飲渠 道，且保持或接近目前水準，才能夠真正發展。

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MOUTAI MAGAZINE

75

"The Book of Songs · Minor Odes of the Kingdom" was regarded as the earliest poem showing the spirit of realism, laying a

traditional foundation of the reality-reflecting characteristic of Chinese poetry. This time, we have selected two poems about feasting from "Minor Odes of the Kingdom". Let's travel back in time to experience the peculiar ritual culture, the colorful social lives and the spiritual and emotional world of people in the Pre-Qin Era.

Minor Odes of the Kingdom · The Fishes in the Southland (Pre-Qin Era, The Book of Songs)

The fishes in the southland are lively.

Well-content and pleased, they cluster in the water.

Fine liquor is served, making the guests happy in harmony.

The fishes in the southland are with vitality.

Well-content and pleased, they have a good swim in pairs.

Fine liquor is served, making the guests joyful in delight.

Enwound with gourd vines, the trees in the southland are bending low.

Fine liquor is served, making the guests calm and peaceful.

Wood pigeons flutter by, grouping on the trees.

The guests are toasting to each other with the fine liquor served.

小雅·南有嘉魚之什·南有嘉魚 （先秦時期，詩經）

南有嘉魚，烝然罩罩。君子有酒，嘉賓式燕以樂。 南有嘉魚，烝然汕汕。君子有酒，嘉賓式燕以衎。 南有樛木，甘瓠累之。君子有酒，嘉賓式燕綏之。 翩翩者鵻，烝然來思。君子有酒，嘉賓式燕又思。

At the time, this poem was a common song playing at banquets for noble guests, which portrayed the scene where guests were enjoying their drinks. The first two lines both used "fish" to symbolize the harmonious relationship

between the guests and the host, implying the sincerity and generosity of the host. The latter two lines used "trees enwound with vines" and "a group of flying pigeons gathering on the trees" to symbolize the friendly and intimate relationship between the guests and the host as well as the peaceful and joyful atmosphere at the banquet. The poem was written to wish the guests a long life with boundless children, broad horizons and deep affection.

此詩在當時是一首貴族宴饗賓客通用的樂歌。全詩從水、陸、空三個角度來描繪賓客們初飲、宴中、酣飲時的形態。前兩章均 以游魚起興，用魚水象徵賓主之間融洽的關係，宛轉地表達出主人的深情厚意；後兩章變換角度，以樹木上纏繞著青青的葫蘆 藤以及一群翩翩飛翔的鵓鳩集於樹上，象徵賓主之間親密無間、難捨難分的情態以及宴席上祥和歡樂的氣氛。敬祝賓客萬壽無 疆，子孫福澤延綿，視野開闊，情深意長。

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JUNE 2020

MUSE 樂 《詩經·小雅》被稱為是中國最早的富於現實精神的詩歌，奠定了中國詩歌面向現實的傳統。本次選取《小雅》中兩首宴飲詩，讓我們穿越時空， 一覽中國先秦時期周代特殊的禮樂文化、豐富多彩的社會生活及當時人們的精神風貌和情感世界。

Minor Odes of the Kingdom · Night Dew (Pre-Qin Era, The Book of Songs)

Heavy dew makes everywhere moist, which never dries up before dawn.

The night banquet is so grand. Let's drink till all is blue.

Heavy dew makes everywhere moist, covering the lush grass and leaves.

The night banquet is so grand, held in a solemn temple.

Heavy dew makes everywhere moist, dripping on the shrubs.

All upright men of honor are renowned for their good reputation.

There are flourishing parasol trees and catalpas hanging with rich fruits.

All generous men of honor are behaving with good manners.

小雅·南有嘉魚之什·湛露 （先秦時期，詩經）

湛湛露斯，匪陽不晞。厭厭夜飲，不醉無歸。 湛湛露斯，在彼豐草。厭厭夜飲，在宗載考。 湛湛露斯，在彼杞棘。顯允君子，莫不令德。 其桐其椅，其實離離。豈弟君子，莫不令儀。

This poem depicts the scenario where nobles were having a banquet, drinking and praising each other. To be

specific, the first line illustrates the mood of night drinking, the second line describes the place where the night

banquet was held, the third line praises the virtue of the noble guests and the host while the last line praises the manners of the guests and the host. With a delicate structure and harmonious rhyming, the scene portrayed by this poem is as exquisite as an ancient painting "The Night Banquet in Autumn".

這首詩描寫貴族們在舉行宴會，盡情飲樂，互相讚揚的情景。全詩四章，每章四句，首二句均托物起興，後二句寫宴飲的進程。 第一章說夜飲之情興，第二章說夜飲之場所，第三章讚美與宴者之美德，第四章讚美與宴者之儀容。此詩所描繪的情景猶如一 幅絕妙的「清秋夜宴圖，結構精巧，音韻諧美。

MOUTAI MAGAZINE

77

MOUTAI On The World Map 茅 台 在 全 球 2020

Kweichow Moutai Held the Top Spot in "2020 Brand Value of China's Listed Liquor Companies"

The chart of "2020 Brand Value of China's Listed Liquor

Companies" lately released shows that the total brand value of the

top 30 China's listed liquor companies has reached 890.4 billion RMB

in 2020, among which Kweichow Moutai continues topping the chart with a brand value of 344.9 billion RMB. Compared to last year, the

brand value of Kweichow Moutai has increased by over 60 billion

RMB with a growth rate of 22.4%.

The chart presents great changes by the company categories.

There are respectively eighteen baijiu companies, five beer brewing companies and seven companies specialized in other liquor

categories (including three wine companies, three yellow rice wine

Directing at the significance of brand value to liquor companies,

Zhao Ping, Director of China Business Research Center of Tsinghua

University School of Economics and Management, pointed out that

when consumers choose a certain liquor brand, they are consuming

the brand. Therefore, brand value actually refers to the gross revenue that a brand can bring to the company at present and in the future, which is the value newly added to the company.

茅台蟬聯「2020 中國酒業 上市公司品牌價值榜」榜首

「2020 中國酒業上市公司品牌價值榜」發佈的榜單顯示， 2020

年，中國酒業上市公司品牌價值榜 TOP30 的總計品牌價值達 8904 億 元。其中，貴州茅台以 3449 億元的品牌價值位列榜首，相比於 2019 年，貴州茅台的品牌價值增加超 600 億元，增長幅度高達 22.4%。

榜單中酒企品牌價值在品類上呈現較大的變化：白酒板塊 18 家

companies and one cocktail company). To be specific, the total

公司，品牌價值合計 7347 億元，同比増加 19%，占 TOP30 總品牌

year-on-year growth of 19%, which accounts for 82.5% among the

降 22.5%，占 14.9%。此外，其他酒類公司共有 7 家，包括葡萄酒 3 家、

brand value of all baijiu companies is 734.7 billion RMB with a

top 30 listed companies; the total brand value of beer companies

adds up to 132.3 billion RMB, declining by 22.5% year-on-year and

價值的 82.5%；啤酒板塊 5 家公司品牌價值合計 1323 億元，同比下 黃酒 3 家和雞尾酒 1 家，品牌價值合計 238 億元，占 2.6%。

針對品牌價值之於酒企的重要意義，清華大學經濟管理學院中國

企業研究中心主任、榜單研究負責人趙平表示，消費者在喝酒的時候，

only accounts for 2.6% among the top 30 listed companies.

的全部收益，是企業新創造的增加值。

MOUTAI News

accounting for 14.9% among the top 30 companies; the total brand

value of the rest of the companies adds up to 23.8 billion RMB, which

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JUNE 2020

更多是在消費品牌，而品牌價值是指品牌現在和未來能夠給公司帶來

re-degradation to poverty and new poverty. Meanwhile, the industrial poverty alleviation will not be loosened. Moutai Group will continue

implementing the policy of "industry re-feeding agriculture", finishing the construction of "Workshop No. 1" for the organic sorghum used in Moutai liquor's production, helping farmers to increase income and promoting the strategy of rural revitalization.

The third action is to undertake the obligation as a state

enterprise. In accordance with the spirit of "giving back to society with the brand's bearing", Moutai will actively fulfill its corporate

social responsibility to help more young people to go into college by keeping carrying forward programs such as "Moutai · National

Gao Weidong: Undertake the Obligation as a State Enterprise

At the plenary meeting held by the Guizhou Delegation of the

3rd session of the 13th National People's Congress, Gao Weidong (Chairman of Moutai Group) made a statement as one of the

Pillar", "Xijiu · My College" and "Moutai Prince · Bright Youth", to cut

off intergenerational poverty with practical actions and to guide the sponsored young people to serve the society and the country after graduation. Following the same direction as one, Moutai Group

will join hands with other renowned liquor enterprises to march

forward with aggregated power and jointly build a world-class core production area of Jiang-fragrance liquor, contributing more to creating a better world.

deputies. He addressed that Moutai Group would keep adhering to

高衛東 ：履行國企擔當，為世界貢獻更多美好

the duty and undertake the obligation as a state enterprise and

事長高衛東作為代表之一在會議上發言。他表示，茅台集團將繼續堅

of Guizhou province.

擔當，為貴州經濟社會發展作出更多貢獻。

the spirit of "big brand, big responsibility", act proactively, shoulder

make more contributions to the economic and social development The first action is to focus on the main responsibility and principal

十三屆全國人大三次會議貴州代表團舉行全體會議，茅台集團董

持大品牌大擔當的精神，進一步主動作為，勇擔國企責任，履行國企 一是聚焦主責主業。深入貫徹「做足酒文章、擴大酒天地」「定

work. Thoroughly implementing the requirements "tell good stories

位、定向、瘦身、規範、改革」要求，實現茅台集團高品質發展、大

orienting, simplifying, regulating and reforming" so as to facilitate the

保」三條生命線，扎實抓好巡視整改和「三找」大討論整改，形成增

about liquor and extend the world of liquor" as well as "positioning, high-quality development and big-step progress of Moutai Group is the future direction and goal. Moutai will firmly hold on to the three

crucial lifelines: quality, safety and environmental protection, strictly

踏步前進，這是未來的方向目標。茅台將牢牢守住「品質、安全、環 強活力、提質增效、穩健發展的體制機制和思路措施，確保「十三五」 圓滿收官、「十四五」良好開局。

二是深化拓展幫扶。堅持脫貧不脫鉤，確保「真幫實扶、真心實意、

execute the work of patrol, rectification and discussions about

真金白銀」不打折扣，2020 年安排 4000 萬元幫助道真發展集體經濟、

that can boost energy, improve efficiency and stabilize development,

續抓好工業反哺農業，建好茅台酒用有機高粱「第一車間」，幫助農

"finding problems, measures and goals", form a system and mindset ensuring the full completion of the "13th Five-Year Plan" and a good start of the "14th Five-Year Plan".

The second action is to deepen and expand the supporting work

alleviation work and make sure of its authenticity by allocating 40

million RMB to assist Daozhen County to develop collective economy and characteristic industry, effectively preventing the occurrence of

民增收致富，共同助推鄉村振興戰略。

三是履行國企擔當。秉承回饋社會、品牌擔當，茅台將積極履行

企業社會責任，繼續推進「中國茅台·國之棟樑」「習酒·我的大學」

「茅台王子·明亮少年」等項目，幫助更多學子圓夢大學，用實際行

動幫助阻斷代際貧困，支持引導受助學子學成後報效祖國、服務社會。

MOUTAI News

for the poverty community. Moutai will carry through the poverty

特色產業，有效防止返貧和新的貧困發生。堅持產業扶貧不放鬆，繼

秉持同心同向、聚勢前行，茅台將攜手著名酒企，共同打造世界醬香 型白酒一流產區，為世界貢獻更多美好。

MOUTAI MAGAZINE

79

MOUTAI On The World Map 茅 台 在 全 球 2020 At the same time, Moutai Group will facilitate the construction of

Moutai Science and Technology Building in order to further support

the technology center to carry out their work and constantly improve

production efficiency as well as competitive strength.

According to Li Jingren's requirements, the technology

center needs to be the pioneer leading the Group's innovation

work. They have to be goal-oriented and active in promoting the

implementation and completion of the discussions about "finding

problems, measures and goals", hence driving the scientific

innovation work to a new stage and scoring new achievements.

李靜仁赴茅台酒技術中心調研

茅台集團總經理李靜仁到技術中心調研，深入瞭解茅台科研攻關

情況，並就相關工作提要求、作部署。

李 靜 仁 在 調 研 中 指 出， 未 來 的 競 爭 就 是 科 研 實 力 的 競 爭。

技 術 中 心 設 備 儀 器 先 進， 技 術 團 隊 年 輕 有 活 力， 充 分 展 示 了 茅 台 的 科 研 實 力。 在 茅 台 酒 的 生 產 體 系 中， 一 線 生 產 是 看 得

Li Jingren Investigated the Technology Center of Moutai Liquor

Li Jingren (General Manager of Moutai Group) visited the

technology center of Moutai liquor to further understand the current

situation of scientific research and key issues to be tackled related to Moutai liquor, and to deploy relevant work tasks accordingly.

During the investigation, Li Jingren pointed out that the future

competition is actually the competition of scientific prowess. The

advanced equipment and the young technical team in the center are all showing Moutai's strength in scientific research. In the

manufacturing system of Moutai liquor, the front-line production is visible while the technology center is an invisible backstage. Only

after walking into the center can one be able to truly see the strong technological strength behind the quality of Moutai liquor.

Li Jingren emphasized that the aspect of research in the

見 的 前 臺， 而 技 術 中 心 是 看 不 見 的 幕 後， 走 進 技 術 中 心， 能

更 加 真 切 地 感 受 到 茅 台 酒 品 質 是 有 強 大 的 技 術 力 量 支 撐 的。

李靜仁強調，技術中心研究面廣，任務艱巨，成果重要。茅台酒全 產業鏈從種子的育種、包材的檢測及基酒利用率的提高等一系列 重大課題研究有待突破。技術中心要做好專業人才儲備，推動各 項科研工作不斷深入。一方面要多引進高層次人才，另一方面要 抓緊建立健全培養體系和保障機制，解決好技術通道，做好自身 人才培養。集團將加快推動茅台科技大樓建設，以更大力度支援 技術中心各項工作開展，不斷提升茅台的生產效益和競爭實力。

李靜仁要求，技術中心要爭做集團創新工作的排頭兵，堅持目標導向， 積極推進「三找」大討論工作成果落地，推動集團科技創新工作再上 新臺階，取得新進展。

Moutai Joins Hands with Huawei to Co-build "Intelligent Moutai"

Recently, Moutai and Huawei signed a strategic cooperation

technology center is wide. The technical team is facing huge

agreement in Shenzhen. Upon the agreement, the two enterprises

important. From seed breeding and testing of packaging materials

to further promote the digital transformation of the baijiu industry's

challenges at present and their achievements will be really

to the improvement of basic liquor's use ratio, a series of major

research projects in the entire industry chain of Moutai liquor

will work together in multiple fields to build "Intelligent Moutai" so as development.

Gao Weidong (Chairman of Moutai Group), Li Jingren (General

are expecting huge breakthroughs. The center needs to reserve

Manager of Moutai Group), Duan Jianhua (General Counsel of Moutai

scientific research by introducing highly educated talents, setting

of Huawei) as well as Ma Yue (BG Executive Vice President of Huawei)

MOUTAI News

professional talents and promote the on-going deepening of all

up a sound training system and a guarantee mechanism, solving

technical channels and improving internal personnel cultivation.

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JUNE 2020

Group) and Tao Jingwen (Board Director and Senior Vice President attended the meeting. Wang Li (Chief Engineer of Moutai Group) and Cui Wei (General Manager of Huawei in Guizhou) signed the

agreement representing the two companies.

Gao Weidong pointed out that the long-term strategic

cooperation agreement between Moutai and Huawei is a groundbreaking and leading strategic cooperation with great prospect

and significance, which is a win-win new start for both parties to

complement each other's advantages and share resources. Moutai is looking forwards to working with Huawei, bringing Huawei's

advanced technical resources, mature management experiences

技術資源、成熟的管理經驗及科技創新平臺優勢，結合茅台實際，推

so as to promote the development of new infrastructure and the

度融合，推動茅台高品質發展、大踏步前進，釋放更多「資料紅利」。

and superiority as a science and innovation platform into full play construction of "Intelligent Moutai" in accordance with the actual

動新基建發展和「智慧茅台」建設，促進現代科技與傳統釀造企業深

陶景文表示，華為與茅台攜手同行，旨在將華為的技術優勢、行

situation of Moutai, to facilitate the in-depth integration of modern

業積累和茅台特色進行深度融合、無縫對接，充分運用華為 5G、人

drive the high-quality development and big step-forward of Moutai

極推動「智慧茅台」建設從頂層設計階段走向實際落地執行。本次戰

science technology and the traditional liquor-making enterprise, to and to release more "data bonus".

Tao Jingwen remarked that the aim of the cooperation with

Moutai is to seamlessly connect the technical advantages and the industry accumulation with Moutai's characteristics and

make full use of the new ICT technologies such as 5G, artificial

intelligence, cloud computing, etc. so as to improve the level of

Moutai's information construction. Huawei will actively facilitate the

工智慧、雲計算等新 ICT 技術，提升茅台資訊化建設水準。華為將積 略合作協定的簽署，將為白酒企業智慧化建設提供有益探索。

Moutai Group Held a Panel Discussion with Suning Holding Group

Lately, Moutai welcomed a delegation led by Ren Jun (Chairman

construction of "Intelligent Moutai" from the top-level design stage

of Suning Holding Group) to participate in a panel discussion

agreement this time will become a beneficial exploration for the

opinions regarding further expanding new fields in cooperation and

to the actual implementation. Signing the strategic cooperation intelligence construction of the baijiu industry.

at the Moutai Conference Center. The two parties exchanged deepening the level of cooperation.

Li Jingren (General Manager of Moutai Group) stated that Suning

is a leading enterprise in the domestic Internet retail industry with advanced technology and experiences in e-commerce, finance,

transmission and logistics, which is worth learning from by Moutai.

Since the cooperation between Moutai and Suning, both sides have

managed to complement each other's advantages by integrating the entity industry and the Internet and "make the whole greater than the sum of its parts". Li Jingren hoped both parties would further

enhance their exchanges and cooperation in fields such as finance,

茅台攜手華為，共建「智慧茅台」

近日，茅台與華為在深圳簽署戰略合作協定，雙方將在「智慧茅

production and marketing as well as culture so as to promote the

sales of Moutai products from all dimensions and achieve growth in quantity and carry out the transformation in quality.

After introducing some basic information of Suning Holding

台」等多領域展開合作，進一步推動白酒行業數位化轉型發展。

Group, Ren Jun, Chairman of Suning Holding Group, remarked that

華為公司董事、高級副總裁陶景文，華為企業 BG 常務副總裁馬悅出

to the world. Since both Suning and Moutai have been committed

茅台集團董事長高衛東，集团總經理李靜仁，總法律顧問段建樺，

高衛東表示，茅台與華為簽署長期戰略合作協定，是一次具有前

瞻性、開拓性、引領性的重大戰略合作，是雙方優勢互補、資源分享、 互利共贏的新起點。茅台期待與華為合作，充分發揮華為公司先進的

to providing better products and services for consumers, Ren

Jun expressed his wish to further enhance the communication

MOUTAI News

席。茅台集團總工程師王莉、華為貴州總經理崔偉代表雙方簽約。

Moutai is a typical representative that promotes Chinese culture

and promote the cooperation to a deeper level and a broader

aspect between both parties. Suning will establish an immersive MOUTAI MAGAZINE

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MOUTAI On The World Map 茅 台 在 全 球 2020 experiential service platform to assist online and offline sales of all

of their mutual strictness towards quality selection and control.

products and Chinese culture to the world.

continuation of both sides' friendship, which has also laid a solider

Moutai products, hence making contributions to promoting Moutai

茅台與蘇寧集團座談

The signing of the strategic cooperation agreement symbolized the foundation for their further cooperation in the future.

"The strategic cooperation between Moutai Group and NetEase

蘇寧控股集團總裁任峻一行於近期到访茅台，在茅台會議中心與

Inc. is like a bottle of fine liquor, which can travel back in time and

茅台集團總經理李靜仁表示，蘇寧是國內互聯網零售行業的領軍

materials to a finished bottle of Moutai liquor, the manufacturing

茅台舉行座談，雙方就進一步拓展合作領域、深化合作層次進行交流。 企業，在電商、金融、管道、物流等領域有著先進的技術與經驗，值 得茅台學習和借鑒。茅台與蘇寧合作以來，雙方通過實體產業與互聯

網之間的優勢互補，實現了「1+1>2」的效果。希望雙方進一步加強 金融、產銷、文化等領域的交流與合作，全方位促進茅台系列產品的 銷售，實現量的提升和質的轉變。

任峻在介紹了蘇寧控股集團的基本情況後說，茅台是中國文化走

向世界的典型代表。蘇寧與茅台一直致力於為消費者提供更好的產品 與服務，希望雙方進一步加強溝通交流，從更深層次、更廣層面推進 合作。蘇寧將建立全場景式的體驗式服務平臺，助力茅台全系列產品 線上、線下銷售，為茅台產品走向世界、傳播民族文化貢獻力量。

Moutai Group Signed a Strategic Cooperation Agreement with NetEase Inc.

Upon the signing of the strategic cooperation agreement

between Moutai Group and NetEase Inc. at Moutai International

Hotel, the two parties will make good use of each other's strengths

to develop partnership in various fields including brand marketing, cultural transmission and big data, etc. Also, both sides will further explore the needs of target consumers and new-generation

bring out long-lasting and mature value," said Ding Lei. From raw

procedure will last for at least five years. Apart from the environment, raw materials and craftsmanship, long accumulation of time is the most important and irreplaceable element in the process

of production. Likewise, NetEase Inc. also adheres to the same

high standard when treating their own products and users. The

strategic cooperation between Moutai Group and NetEase Inc. is a

handshake beyond time. NetEase Inc. will give full play to their own

advantages in platform resources, their capacity in digital technology and experiences in e-commerce management to facilitate the

information-based and digital development of Moutai Group, and enable more consumers to truly experience the cultural charm of Moutai through both sides' in-depth partnership.

茅台集團與網易公司簽署戰略合作協定

茅台集團與網易公司在茅台國際大酒店簽署戰略合作協定，雙方

將利用各自優勢，在品牌行銷、文化傳播、大資料等領域開展合作， 深入挖掘目標消費者和新生代消費者需求，擴大茅台集團產品市場佔 有率，提升茅台集團數位運營能力。茅台集團董事長高衛東，副總經 理楊建軍，網易公司首席執行官丁磊，副總裁陶劍琴出席並見證戰略 合作協定的簽署。

交談中，高衛東表示，在互聯網電商市場風起雲湧的當下，如何

consumers, expand the market share of Moutai products and

選准價值取向、甄別好客戶群體顯得尤為重要，網易嚴選的「嚴選」

(Chairman of Moutai Group), Yang Jianjun (Deputy General Manager

建立起了一整套品質溯源體系，從原料進廠、生產、勾貯、包裝等，

improve the digital marketing ability of Moutai Group. Gao Weidong of Moutai Group) and Ding Lei (CEO of NetEase Inc.), Tao Jianqin

(Vice President of NetEase Inc.) attended and witnessed the signing ceremony.

During the conversation, Gao Weidong pointed out that it is

especially crucial to correctly position the value orientation and

identify customer groups, and the "Best Choice" concept brought

概念，正好與茅台對品質的不懈追求高度契合。茅台視品質為生命， 每一個環節都嚴格把關、嚴控品質，都是一次實現好中選好、優中選 優的「嚴選」過程。「嚴選」代表了一種品質追求，網易產品也始終

秉承和傳遞這樣一種導向。雙方因為對品質的「嚴選」而成為同路人， 此次戰略合作協定的簽署，既是深厚友誼的延續，也為未來的進一步 合作打下了更堅實的基礎。

「網易和茅台集團的戰略合作，就像一瓶好酒，可以穿越時間，

out by NetEase Yeation is highly corresponding to Moutai's pursuit

為彼此帶來長久、醇香的價值。」丁磊表示，一瓶茅台酒從原料進廠

quality system to strictly control the quality from new materials,

難以取代的，就是時間。網易在對待產品和使用者上，同樣堅持精雕

of quality. Seeing quality as life, Moutai has built up a source-tracing manufacturing to blending and packaging, etc., which is a process of

MOUTAI News

sorting out the best from among the good. "Best Choice" represents the pursuit of quality, and NetEase products always stick to this

concept. Moutai Group and NetEase Inc. become fellows because 82

JUNE 2020

到產品出廠，至少需要 5 年。除了環境、原料和工藝外，最重要也最 細琢。茅台和網易的戰略合作，就是穿越時間的一次握手。網易願發 揮自身平臺資源優勢、數位技術能力和電商管理經驗，助力茅台集團 資訊化、數位化發展，以雙方的深入合作，讓更多消費者體驗到茅台 的文化魅力。

香飄世界百年 相伴民族復興 The Aroma of a Century The Revival of a Nation