Moutai Magazine - International Edition Issue 13 Autumn 2016

13 AUTUMN 2016

Lofty Aspirations 千里之志 Why Can Moutai Become a Phenomenon? 茅台為何能成為一種現象 Interview with Hou Beiren, a Centenarian Chinese-American Artist 專訪百歲旅美藝術家侯北人 Interview with Hidetsugu Ueno, the World's Top Bartender 專訪世界頂級調酒師上野秀嗣 Luxury Brands Entering the Catering Industry 奢侈品牌進軍餐飲業 10 Hours' Art Immersion with Montreal Museum of Fine Arts 蒙特利爾美術館，融於藝術的 10 小時

Toward the World 通達四海

www.moutaichina.com

Photo by Li Lewei

CONTRIBUTORS

CHINA KWEICHOW MOUTAI DISTILLERY (GROUP) CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501 KWEICHOW MOUTAI CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501 Production & Advertising Sales Agent: ER HONGKONG HOLDING LIMITED Room 2103, 21/F, Sino Plaza, No.255-257 Gloucester Road, Causeway Bay, Hong Kong Tel: (852) 3580 2598 Fax: (852) 3580 2588 Consultant : Yuan Renguo, Li Baofang, Zhao Shuyue

Erika Leung Independent author, translator, marketing & communications consultant. Translated works (into Chinese) "The Blue Bottle Craft of Coffee".

Co-founder, Editor-in-chief of "Fragrance Moment" magazine, the world's first Chinese fragrance lifestyle magazine, the unique Chinese magazine allowed to display in public areas in Paris' 5-star hotels in 2012-2013.

Publisher | Francis Wong Chief Executive Officer | Christine Yin

Soar 高 翔遠引

Chief Executive Editor | Jocelyn Chenlin Liao Art Director | Johnny Woo Senior Project Editor | Laura Su, Joey Li, Spencer Hua, Jessica Cheung Photographer | Han Xingxi, Li Lewei, HUI Yau Tat Translator | Billy Yung, Joey Li

Dong Tiezhu Dong Tiezhu is a holder of Ph.D in Chinese culture at the University of California, Berkeley.

Familiar with both Chinese and Western culture, Dong has been teaching Chinese culture at Wofford College (USA) and United International College (Zhuhai).

Project PR | Meng Yuan Marketing Executive | Nikita Wan Advertising Enquiry | Tel: (852) 3580 2598 Email | er-hk@everreliable.net Liao Chenlin

RIGHTS Moutai Magazine (International Edition) 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

Liao Chenlin is a journalist with Master degree in journalism from the Chinese University of Hong Kong focusing on culture news, character interviews and life style. She also worked as a PR in Ogilvy and Mather, OCAT and Sutton PR Asia.

Special Thanks :

"The values of brands are coming from their styles, and enable brands to spread."

—— Henri Frederic Amiel The world is flattening because of the global trading and the Internet.

In the 13th issue of MOUTAI MAGAZINE International Edition, we focus on the internationalization of brands.

Involve with the MOUTAI phenomenon; Interview with Hidetsugu Ueno about Japanese and the world's culture of liquors; Explore how Chinese brands head to the world stage; Take a look at the painting of artist Mr. Hou Beiren Share about how to invest time in Rue Sherbrooke; Know how luxury brands enter the catering industry And Baijiu in foreigners' minds; From a brand-new angle, see the trends of internationalization of brands.

「風格賦予思想以價值，并使其得以傳播。」 ——亨 利

·弗 里 德 里 克 ·阿 米 爾

世界正被抹平，在第 13 期《世界之醉》國際版中，我們關注品牌的國際傳播； 品鑒茅台現象； 與世界頂級調酒師上野秀嗣聊聊日本與世界的酒文化； 認識中國民族品牌的海外之路； 感受百歲藝術家侯北人筆下的氣韻； 分享如何在舍布魯克大街度過一天； 看奢侈品店如何跨界開餐廳 及外國人眼中的中國白酒； 以新鮮的角度，探究品牌全球化傳播的趨勢

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MOUTAI Magazine

Uncommon Luster

流光溢彩

CONTENT

SPECIAL

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Why Can Moutai Become a Phenomenon?

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68

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Why Can Moutai Become a Phenomenon? 茅台為何能成為一種現象

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Global Development of China's Brands 中國品牌的海外發展之路

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ISSUE 13

OCT 2016

38

Artistic Concept of Hou Beiren, A Centenarian Chinese-American Artist 百歲北人的筆墨行姿 : 專訪旅美藝術家侯北人

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Aman Sveti Stefan

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How to Invest Your Life Beautifully in Rue Sherbrooke: 10 Hours' Art Immersion with Montreal Museum of Fine Arts 如何在舍布魯克大街正確地投資時間 : 蒙特利爾美術館，融於藝術的 10 小時

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Can Different Taste Buds Communicate with Each Other? 不同的味蕾可以交流嗎？

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Moutai on the World Map

The Ginza Style of Bar High Five: Interview with world's top bartender Hidetsugu Ueno Bar High Five 的銀座風格 : 專訪世界頂級調酒師上野秀嗣

Moutai was born in the unique environment and China's traditional culture, and has become a representative

茅台在全球

of China under globalization. The cover of issue 13 is inspired by Moutai's modern image that evolves from tradition.

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茅台在獨特的自然條件、中國傳統工藝和文化中誕生，又在全球化進程中，成為中 國走向世界的名片之一。本期封面靈感來源於茅台在傳統基礎上的現代化形象。

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Luxury Brands Entering the Catering Industry 奢侈品牌進軍餐飲業

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Why Can Moutai Become A Phenomenon? 茅台為何能成為一種現象

"This is the best as well as the worst times" may be the most appropriate phrase to describe the current transformation of Chinese enterprises. Along with the profound adjustment of the world economy, the slowdown of China's growth speed, and the overwhelming tide of mobile Internet, a large number of traditional giants and entrepreneur stars are walking down from the altar, and the business community is experiencing unprecedented shock and innovation. 用「這是最好的時代，也是最壞的時代」來形容當下的中國企業轉型再也恰當不過。 面對世界經濟深度調整和國內經濟增速放緩，以及來勢兇猛的移動互聯網大潮，一大批傳 統巨頭和創業明星開始走下神壇，商業社會正經歷著空前的震盪和革新。

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D

uring this period, completely different from the decline

在巨頭退散、「諸神退位」之時，中國白酒企業領軍者

environment, Moutai's market demonstrates in the economic adversity

of many other giants, the exceptional performance of

its strong product vitality, powerful market demand, solid brand

茅台的逆勢上揚尤為顯眼：經過三年的酒業寒冬，茅台在中

Moutai, a leader of China's baijiu enterprises, is particularly

attraction as well as effective market regulation measures, and becomes

國高端白酒的市場份額，已經從三年前的不足一半，擴張到

conspicuous. After three years' winter chill in the liquor industry,

a model of growth in adversity. Moutai has maintained its long-term

今日的三分天下有其二了；公務消費占比已從此前 30% 降

Moutai's market share in the high-end baijiu market has grown from less

and sustained status of "highest-priced stock", and is regarded as the

至 1%；茅台酒的銷售額創下了全球之最，成為全世界單品

than 50% three years ago to two thirds today, despite the proportion of

benchmark of value investment.

銷售收入最高的酒類產品；茅台集團資產總額首次突破千億

Rome was not built in a day, so was today's fascinating "Moutai

大關；最新發佈的「2016 年全球烈酒品牌價值 50 強」排行

has become the single alcoholic product that has the highest sales

phenomenon". Why can Moutai repeatedly survive desperate situations

榜（Top 50 Spirits Brands）上，茅台超過尊尼獲加（Johnnie

income in the world. And its total assets for the first time have exceeded

and fly higher? What is the internal gene leading to today's magical

Walker）和軒尼詩干邑（Hennessy），以 57.71 億美元位列

official consumption has dropped from the previous 30% to 1%; Moutai

100 billion RMB. In the recently released "Top 50 Spirits Brands" (2016), with a brand value of 5.771 billion USD, Moutai surpassed Johnnie Walker and Hennessy, and ranked 1st in the list. In the capital market,

世界第一；在資本市場上，貴州茅台酒股份有限公司的營業

"Moutai phenomenon" and Moutai's so many surprising breakthroughs

收入和利潤，分別占中國 18 家白酒上市公司總和的 27% 和

and upgrades? Obviously, exploring "Moutai phenomenon" for its

45%，其盈利能力超過國際酒業巨頭「保樂力加」……

"success code" will be very valuable for China's baijiu enterprises and

可以說，在高層反腐力度加大、白酒行業進入深度調整

Brand Value

5.771

期的新常態下，茅台這些驚豔成果的取得更為不易。要知道， 就在兩三年前，業內關於茅台經營會「斷崖式下滑」的論調 不時見諸報端，但茅台人不申辯，不悲觀，而是通過自身的 努力與創新，用行動和成績回應質疑，方才締造了今日中國 白酒行業整體低迷之下一枝獨秀的「茅台現象」。 其實，這也並非是茅台的偶爾勃發，縱觀茅台發展曲線， 茅台創造了不少奇跡：一是新中國成立後特別是 1998 年進 入市場經濟後前所未有的全面突進，連續 17 年實現跨越式 增長；二是茅台的市場並未受到大環境影響，反而在經濟逆 境中顯現出了頑強的產品生命力、強大的市場消費力、堅實 的品牌凝聚力、有效的市場調控對策、成為中國經濟信心的 逆勢成長的範本；三是在資本市場上，貴州茅台坐上「第一 高價股」寶座的時間最長，被視為價值投資的標杆。 羅馬城不是一天建成的，今日令各界關注的「茅台現象」

Billion Dollars 品牌價值 57.71 億美元

也絕非一日之功。茅台何以能屢屢化險為夷，絕處逢生，如 涅槃後的鳳凰翱翔得更加高遠？又是什麼內部基因催生了今 日神奇的「茅台現象」，讓茅台能一次又一次實現脫胎換骨

Moutai Group's total assets for the first time have exceeded 100 billion RMB. In the recently released "Top 50 Spirits Brands" (2016), with a brand value

般的突破與升級？顯然，對「茅台現象」尋蹤溯源，探究其

of 5.771 billion USD, Moutai surpassed Johnnie Walker and Hennessy, and ranked 1st in the list

Kweichow Moutai Co., Ltd.'s revenue and profit respectively account for

「成功密碼」，對中國白酒企業乃至備受轉型之痛的眾多中 國企業，更有價值。

many Chinese enterprises suffering the pain of transformation.

27% and 45% of China's 18 listed baijiu companies, and its profitability has exceeded the international wine giant "Pernod Ricard"….

Advocating the Traditional Artisan Spirit 尊崇傳統的匠人精神

It can be said that in the new normal of increasing anti-corruption efforts and profound adjustments in the baijiu industry, these amazing

貴州高原，莽莽群山。清澈的赤水河谷，茅台酒廠就坐

data of Moutai are more valuable. As we know, just two or three years

is the Chishui River valley where the Moutai Distillery is located.

ago, the arguments that Moutai's business would suffer a "cliff-like

Although with an altitude of only 423 meters, this low-lying land has

落其中。與海拔僅 423 米窪地相映成趣的是，「茅台現象」

drop" often appeared in newspapers; however, instead of answering

become a fascinating highland of spirit and wealth due to the "Moutai

讓這裏成為人們關注的精神高地與財富高地。整個茅台河谷

back or feeling pessimistic, Moutai people, through their efforts and

phenomenon". The entire Moutai valley is surrounded by three

呈三山環抱之勢，渾然天成一個巨大的「酒甑」，讓茅台鎮

innovation, responded with action as well as achievement, and created

mountains and serves as nature's big liquor cellar, enabling the microbes

的微生物群千百年來生生不息。水為酒之血，赤水河水質優

this surprising "Moutai phenomenon" of remaining thriving even under

of Moutai Town to breed and gather for thousands of years. Water is the

良、無色透明、清洌爽口，酸堿適度，更是釀造茅台酒最寶

the overall downturn of the baijiu industry.

blood of liquor. The Chishui River features exceptional water quality,

貴的自然資源。除了神奇的天和神奇的水，還有神奇的土壤。

clear, clean, sweet, tasty, as well as moderate PH level, and offers the

茅台鎮特有的紫色鈣質土，是茅台酒生產的重要基礎。

In fact, this is not the occasional blooming of Moutai. Through its development route we can see that Moutai has created many miracles.

most precious water resource for making Moutai. Besides mysterious

為了不辜負地球給予茅台的這份厚禮，茅台凝聚了一代

After the establishment of the New China, especially after 1998 when

climate and water, the unique soil also makes a difference. The unique

又一代釀酒大師的智慧，發明了一套獨特的釀造工藝。每一

Moutai entered the market economy, it has made an unprecedented and

purple calcareous soil of Moutai Town is an important factor for making

滴茅台酒， 從發酵到出廠，至少需要 5 年時間，歷經 30 道

comprehensive progress, and achieved great-leap-forward development

Moutai.

工序、165 個工藝環節。茅台酒的品質密碼，就隱藏在這套

for 17 successive years. Instead of being dragged down by the overall

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In the hinterland of Guizhou Plateau and among vast mountains

恪守千年的工藝流程中。

In order to live up to this gift of the Earth, Moutai people have

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從 1951 年的數十噸產量到萬噸，茅台人用了 40 多年的 時間。萬噸不是簡單的數量疊加，而是茅台人堅持以傳統工 藝打造品牌的執著之舉。茅台始終堅持「崇本守道，堅守工 藝，貯足陳釀，不賣新酒」，確保每一瓶酒都無愧於世界最 好的蒸餾酒之譽，這是茅台酒的價值底線，更是歷代茅台人 都銘記在心的「人文之道」。為了這個「人文之道」，茅台 人面臨一次次艱難的利益選擇。也正是在這樣一次次自我博 弈的過程中，使得茅台人更趨堅定和坦然——法天、法地、 法自然，構成了茅台酒的成功天機，這也是今天的中國茅台 能充滿自信地傲立世界三大蒸餾酒之列、成為一張飄香世界 的國家名片的根源所在。 彼得斯和沃特曼在《追求卓越》一書裡，就提出企業要 「固守根本」——機會似乎偏向理智地固守自己熟悉業務的 公司這一邊。唯有追求產品本身的品質，才是真正能夠順利 通往永續經營的道路。茅台從不因市場的飛速發展而放棄對 品質和傳統工藝的堅持，所以將一個傳統的工藝打造成了一 個飄香世界的名片。 白酒行業雖出現了微弱復蘇跡象，但現在仍將持續處於 深度調整期，位居龍頭地位的國酒茅台，以恪守堅持傳承了 千百年的傳統釀造工藝、一絲不苟地打造民族精品的品牌理 念和工匠精神，為白酒業的復蘇指出了一條以品質與服務為 導向的發展路徑。

主動求變的創新力 opportunity seemed to favor the companies that rationally stuck to their

a set of unique making techniques. From fermentation to delivery of

own familiar business. Pursuing high quality of the product is the real

業先後經歷了 1989 年、1998 年至 2002 年兩次重大調整。

finished product, every drop of Moutai liquor is made through 30

way to smooth and sustainable business. Despite the rapid development

今天，中國白酒正處於第三次深度調整期。

processes, 165 processing procedures, and at least five years. The code

of market, Moutai never gives up its insistence on quality and traditional

of Moutai quality is hidden in such techniques that have been strictly

technique. That is why a traditional technique can be developed into a

就是要依託創新，突破制約發展的一個個瓶頸。」面對轉型

followed for thousands of years.

world-renowned fragrant name card.

壓力，茅台集團黨委書記、總經理李保芳說。

From the output of dozens of tons in 1951 to 10,000 tons, Moutai

Although there have been faint signs of recovery, the baijiu industry

「變，就是要跳出茅台看茅台，跳出茅台想茅台。轉，

在創新理念指導下始終堅守傳統的茅台人，一路走來已

people used more than 40 years. The number of 10,000 tons is not only

will still be in the profound adjustment. Under such circumstances, as

積累一大筆引以為豪的創新財富，並將創新的觀念貫穿到企

a simple accumulation but also Moutai people's persistent move of

an industry leader, with the brand concept and artisan spirit of sticking

業發展的每個環節和整個過程中。最值得書寫的是，創始於

adhering to traditional technique to create a brand. Moutai has always

to the traditional brewing technique that is inherited for thousands of

上世紀九十年代末的「八個營銷」理論體系，作為當年國酒

abided by the principles of "sticking to high morality as well as exquisite

years and meticulously creating a national top product, Moutai points

人營銷模式的重要創舉，為茅台集團創造了「十六連增」的

making technique, and never selling liquor before it is fully aged and

out a quality-oriented and service-oriented way out to revive the baijiu

輝煌業績。

matured" to ensure that every bottle of liquor lives up to the reputation

industry.

在「互聯網 +」時代，面對轉型和行業淨利潤下滑的壓 力，茅台集團又順勢提出了「智慧營銷」理論，建設物聯網

of the world's best distilled spirit. This is the value bottom line of Moutai liquor as well the "morality" imprinted in the minds of Moutai people

Initiative to Change and Innovation

雲商平台，整合電子商務、自營店、經銷商等線上線下資源， 並將「智慧營銷」豐富到「八個營銷」理念中，形成「九個

from generation to generation. In front of this "morality", Moutai people have faced many difficult choices of interests. It is in such a process of

Moutai's development is not smooth. Since the reform and opening

repeatedly gaming with themselves that Moutai people become firmer

up, China's baijiu industry has experienced two major adjustments

and calmer ——Learning from heaven, earth, and nature becomes

respectively in 1989 and from 1998 to 2002. Today, China's baijiu is

the secret of Moutai's success. It is also the source for Moutai to stand

under the third profound adjustment.

confidently and proudly among the world's top three distilled spirits and become China's name card in the world.

The book "In Search of Excellence" by Peters and Waterman proposed that enterprises should "stick to the fundamental"——

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茅台的發展也不是一帆風順。改革開放以來，我國白酒

combined the wisdom from generations of master makers and invented

營銷」的體系格局，並納入了集團「十三五」發展的戰略規 劃體系之中。 「九個營銷」不僅是一種營銷模式，更是一套理念的創 新；不僅是一種綜合性行銷思維，更是茅台集團一盤重大的

"Change is to look at and consider Moutai beyond the limit of Moutai.

戰略佈局。在「智慧營銷」的指導下，茅台擁抱互聯網率先

Transformation is to break through various development bottlenecks

進行變革，目的不是為了盈利，而是構建一個生態環境，進

through innovation," said Li Baofang, Party Secretary and General

一步擁抱消費者，通過互聯網平台實現茅台集團與消費者零

Manager of Moutai Group when talking about the transformation

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pressure.

Under the guidance of innovation ideas, Moutai people have always

September 2015, Moutai launched the UMEET series of wines that

距離互動，走出一條在互聯網時代與消費者共同成長的康莊

業集團。從股票市值、單品銷量、銷售收入、實現利稅、上

were created after three years of development, not only showing to

大道。

交稅金、人均利稅等主要經濟指標來看，均超越了主要競爭

adhered to tradition, have accumulated lots of proud innovation treasure,

the industry how a female wine greets the arrival of "Her Era", but also

成效顯而易見。「十二五」期間，茅台集團業績頗為亮

and will integrate the innovation ideas into every aspect and the entire

highlighting Moutai's determination of leading China's liquor industry

眼，企業資產總額增長 3.19 倍，資本保值增值率均在 121%

process of enterprise development. What is the most worth mentioning

into the era of value.

以上，淨資產收益率均在 20% 以上，實現白酒產量 39.5 萬

「大品牌要有大擔當，大企業承擔大責任。」多年前，

噸，較「十一五」增長了 92%。跨進「十三五」開局之年，

茅台就率先表達了這個令行業敬佩的企業社會責任觀。不止

is the "Eight Methods of Marketing" theoretical system founded in the

In order to comprehensively deepen reform, Moutai keeps changing

對手，處於白酒行業第一的位置。公司股票價格長期處於深 滬兩市第一高價股地位，總市值 4000 億元。

late 1990s. As an important initiative of Moutai people's marketing

and innovating in management. In 2015, delicacy management was

茅台又用耀眼的「開門紅」向世人報捷，為正在提振中的中

於言，更見於行。「十一五」以來，茅台僅公益事業方面已

model at that time, this system has helped Moutai Group to grow rapidly

piloted in the packaging workshop as well as Moutai's Sales Company,

國經濟抹上一道亮色。

累計投入 14 億元；積極開展赤水河流域生態保護工作，自

for 16 successive years.

and Moutai gradually developed into a demonstration base of delicacy

「九個行銷」僅僅是茅台在行銷戰略上的一個創新點，

2014 年起連續 10 年累計捐贈 5 億元用於赤水河生態環境保

management in the baijiu industry. Promoting delicacy management

在貫徹和實施「三個轉型、五個轉變」的過程中，茅台更加

護；從 2012 年起至今，已連續 5 年每年出資 1 億元開展「國

net profit decline in the industry, Moutai Group accordingly proposes

is essentially a fitness exercise and a process of improving overall inner

認識到包括大眾消費、商務消費、休閒消費在內的由於消費

酒茅台 ·國之棟樑——希望工程圓夢行動」大型公益助學

the "Smart Marketing" theory, sets up an IoT (Internet of Things) cloud

strength. Today, as Moutai has developed a strategist management team,

升級帶來的多元化消費，認識到組建不同的專業公司分別對

活動，幫助 10 萬名寒門學子圓夢大學；2015 年起，定點幫

platform, and integrates such online and offline resources as e-commerce,

Moutai people have also developed a tempered, vigorous, profound, and

應和滿足不同消費類別的需求，夯實和拓展茅台的品類。茅

扶道真縣，首期投入 3000 萬元，貼息 3 年約 5000 多萬元資

wholly-owned retail stores, and distributors. Moutai Group also adds

gentle temperament, indisputably representing in both form and spirit

台 UMEET 悠蜜酒就是其中的重要嘗試。2015 年 9 月，茅

金，幫助道真貸款 3 億元……

the high standard and high quality of Chinese industrial workers.

台推出了歷時 3 年研發而成的悠蜜系列酒，既給業界展示了

「綜觀茅台這麼多年一以貫之的言行，他們的確是把追

"In the present situation, an enterprise's prosperity relies on

一款女性酒是怎樣迎接「她時代」的到來，也凸顯了茅台帶

求實現經濟責任、環境責任和社會責任和諧統一，作為一個

領中國酒業邁入價值時代的決心。

大品牌必須有的操守來要求，而且成為了行業表率。」一位

In the "Internet Plus" era, facing the pressure of transformation and

"Smart Marketing" to the original "Eight Methods of Marketing" and incorporates the "Nine Methods of Marketing" into the strategic planning system of the Group's "13th Five-Year Plan" development.

innovations of technology, strategy, and business model," IBM's former

"Nine Methods of Marketing" is not only a marketing model but

CEO Sam Palmisano talked about the key to the success of enterprise in

為了全面深化改革，茅台在管理上也不斷變革創新。

媒體人採訪茅台後感概。

also a set of innovative ideas; it is not only a comprehensive marketing

the "Innovation Leadership Forum". From the century-long insistence

2015 年，精細化管理首先在包裝車間和銷售公司試點，並

中國民族品牌經過曲折發展，迄今已取得巨大成就，然

thinking but also a major strategic deployment of Moutai Group.

on quality to the inheritance of Moutai culture, from the return of

逐步把茅台打造為白酒行業精細化管理的示範基地。精細化

而，中國的品牌無論是從品牌價值還是從發展潛力上看，許

Guided by the "Smart Marketing", Moutai embraces the Internet and

rational market to the initiative of consideration and change, from the

管理的推進，實質上是一場健身運動，是整體練內功的過程。

久以來都是被低估的。因此，打造一大批具有自主知識產權

takes the lead in the transformation. The purpose is not for profit but

marketing strategy to the product structure and further to the update of

如今，茅台不僅擁有一支運籌帷幄的管理團隊，茅台人也像

的民族品牌，是提升國家綜合競爭力和國際影響力的關鍵因

to build an ecological environment, further embrace consumers, and

market concept, Moutai's every step can be a model of innovation and

茅台一樣，磨礪出一種大氣沉穩、神采奕奕、底蘊深厚、溫

素。茅台，作為白酒的領軍品牌，當仁不讓肩負起歷史的重

intimately interact with consumers through the Internet platform,

change for China's enterprises.

文爾雅的氣質，不管是神、形都代表著中國產業工人的無可

任，一方面迎接著國外對手的競爭，另一方面則帶領著民族

爭議的高水準和高品質。

工業進一步在國際舞台上傲立潮頭。

exploring a broad way of growing up together with consumers in the Internet era.

Big Brand Means Both Responsibility and Opportunity

Results are obvious. During the "12th Five-Year Plan", Moutai

「在當今環境下，企業興盛得靠創新，在技術上創新，

目前，茅台共有海外經銷商 90 家，專賣店 8 家，產品

在戰略上創新，在商業模式上創新。」在一次「創新領導論

覆蓋了五大洲的 63 個國家和地區以及世界重要免稅口岸。

壇上」IBM 前 CEO 薩繆爾 ·帕爾米薩諾這樣論述企業的成

2016 年 1-8 月，茅台酒及系列酒總計出口 614 噸，同比增

times, capital maintenance and appreciation rate was always above

most famous liquor brands and one of the world's top three distilled

功之道。從百年品質的獨特堅守到國酒文化的傳承，從市場

長 12.86%，創匯 1.1 億美元，同比增長 13.87%。

121%, profit margin on net assets was always above 20%, and the baijiu

liquors, but also developed into a conglomerate that mainly produces

屬性的理性回歸到主動的求思求變，從行銷戰略到產品結構

透過茅台，世界看到了具有數千年歷史底蘊沉澱的中國

output reached 395,000 tons, an increase of 92% over the "11th Five-

and sells alcoholic beverages. Besides, it is also involved in diversified

再到市場理念的更新迭代，茅台的每一步都可以成為中國企

文化表達；看到了崛起的中國民族工業的發展自信；感受到

Year Plan". In the first year of the "13th Five-Year Plan", Moutai reports

fields, such as baijiu, health wine, wine, securities, insurance, banking,

業創新求變的典範。

了中國名牌轉身國際化的強大磁場。正如茅台集團董事長袁

another dazzling "good start" to the world, bringing a shining color to

tourism, transportation, education, real estate, agriculture, and baijiu

Group's performance was quite dazzling. Its total assets grew by 3.19

the recovering Chinese economy.

In fact, "Nine Methods of Marketing" is just one of the innovations in Moutai's marketing strategy. When implementing "Three

Today's Kweichow Moutai, has not only become one of the world's

仁國所言：「越是在白酒行業面臨困難的時候，茅台越是要 增強責任意識，挺身而出勇挑重擔，將企業社會責任轉化為

related industries. With such main economic indicators as stock market value, single product sales, profits and taxes, paid taxes, and per capita

品牌擔當是責任，也是機遇

Transformations and Five Changes", Moutai is more aware of the

industry. Besides, Moutai has maintained its long-term and sustained

今天的貴州茅台，不僅已步入世界知名酒類品牌陣營，

importance of such diversified consumptions as mass consumption,

status of "highest-priced stock" in Shanghai and Shenzhen stock markets,

位居世界三大蒸餾名酒之列，而且已發展為以酒類生產

business consumption, and leisure consumption brought by

with a market capitalization reaching 400 billion RMB.

consumption upgrades; Moutai also realizes the importance of setting

企業的發展機遇，不斷向偉大企業的目標邁進。」

profits exceeding its main rivals, Moutai ranks the 1st in the baijiu

"Big brand shoulders more responsibility." Years ago, Moutai had

茅台現象是奇跡，也是必然

經營為主，涉足白酒、保健酒、葡萄酒、證券、保險、 銀行、文化旅遊、交通、教育、房地產、農業

強大的品牌效應和真正具有業績含金量及可持續性，也

及白酒上下游產業等多產業領域的大型企

成就了茅台在資本市場獨一無二的江湖地位。 市場統計顯

up various professional firms to meet the needs of different consumption

pioneered this concept for corporate social responsibility, gaining much

categories and the importance of consolidating and expanding its

admiration from the industry. More importantly, Moutai's actions speak

示，貴州茅台自 2001 年 8 月上市以來累計漲幅近 5000%，

category. Moutai's UMEET wine is one of these important attempts. In

louder than its words. Since the "11th Five-Year Plan", in public welfare

近年來更是長期佔據第一高價股的寶座，鮮少旁落，「茅台

Big brand shoulders more responsibility 大品牌要有大擔當，大企業承擔大責任。

16

17

1.4 Billion RMB

價股漲幅近

5000% 魔咒」早已廣為人知。所謂的「茅台魔咒」，是指任何一家 企業的股價都很難長時間超過茅台。在今年 A 股整體下跌 的情況下，茅台表現依然令人驚喜，2016 年以來上漲超過 30%，並衝破了 300 元 / 股的大關。 今天，談論茅台現象，其實並非真有什麼神力相助，茅 台奇跡的背後，始終有一種強烈的責任意識、榮譽意識發揮 著支撐作用，始終有一條勇於擔當社會責任、歷史責任的主 線綿延不絕、清晰可見。傳統技藝、生態發展和社會責任， 構成了茅台酒的尊貴人文氣質；在風雲激蕩的市場大潮面前

undertakings alone, Moutai has invested 1.4 billion RMB. Moutai

挺身而出、迎難而上，顯示了茅台內斂與活躍交織、豪情與

actively protects the ecological environment of the Chishui River valley,

大氣相間的胸懷；領軍團隊的處變不驚、運籌帷幄，廣大員

from 2014 on, donating a total of 500 million RMB to protect the valley

工的眾志成城、攻堅克難，也是成就茅台現象的重要元素。

over the next 10 years. Since 2012, Moutai has invested 100 million

茅台現象的強大存在，既有客觀自然條件支撐的必然因素，

RMB each year to carry out the "Moutai • National Pillar——Hope

更有文化因數浸透骨髓的不懈努力。

Project Dream Realizing Action" large-scale learning aid activities for

茅台現象映射出變與不變的深邃哲理和辯證法。不變的

five consecutive years, and has helped 100,000 poor students to realize

是恒久的高品質和市場美譽度，是一以貫之的孜孜追求和光

their college dreams. From 2015 on, Moutai precisely helps Daozhen

耀民族品牌的熾熱情懷；順勢而變的是新發展理念的注入與

County, donating 30 million RMB for the first phase and over 50 million

實踐、經營謀略經營方式的擘劃、新科技成果的應用、企業

RMB in three years for Daozhen to gain a discount loan of 300 million

組織架構的重組調整等。「不變」與「求變」似乎是天然的

RMB....

悖論，但茅台的實踐卻將這一辯證思維發揮到淋漓盡致。

"Moutai's consistent words and deeds in so many years fully show that

偉大的靈魂需要艱苦與磨難來歷練，偉大的品牌則需要

Moutai has indeed fulfilled not only economic responsibility but also

時間與歷史來鍛造。如果說茅台一百年前巴拿馬萬國博覽會

environmental responsibility and social responsibility, regarding these

上的一鳴驚人是一個奇跡的話，那麼茅台這麼多年一貫的付

responsibilities as a duty of a large brand, and serving as a model in the

出，則讓「茅台現象」變成了一種必然。

industry," a media professional summarized after visiting Moutai.

China's national brands have made great achievements through twists and turns; however, both brand value and development potential

茅台現象的中國縮影與接力傳承

of China's brands have been underestimated for a long time. Therefore, creating a large number of national brands with independent intellectual

日引人深思的「茅台現象」並不是孤立的存在，它只是中國

competitiveness and international influence. Moutai, as a leading brand

經濟轉型升級的一個縮影，很容易讓人聯想到華為現象、聯

of baijiu, has taken this historical mission as its obligation, competing

想現象。在過去三十多年，這些中國民族品牌，創造了值得

with foreign rivals while leading China's national industry to further

歷史記憶的經濟奇跡，記載了轉型路上的關鍵節點和集體思

shine in the international arena.

考， 也都以親身實踐詮釋了中國企業生存與發展的永恆命

At present, Moutai has a total of 90 overseas distributors and 8

題。尤其是轉型大潮下，茅台已經不是個體的存在，更具有

franchised stores, with products covering 63 countries and regions of

樣本意義，為中國企業，照亮其進擊世界之路，照徹叢莽之

five continents and duty-free markets in major ports of the world. From

外的歲月。

January to August 2016, Moutai Group has exported 614 tons of Moutai

18

如果縱觀中國經濟這三十年的發展歷程，會發現其實今

property rights is a key factor to enhance comprehensive national

在當前世界經濟復蘇乏力，中國步入新常態的大環境

liquor and Moutai series liquor, and achieved an export volume of 110

下，經濟發展亟需新的增長點和新的動力。茅台現象給深處

million USD, an increase of 12.86% and 13.87% respectively compared

轉型陣痛中的中國企業尤其是酒企指明了方向，企業轉型升

19

with last year.

Through Moutai, the world sees a demonstration of Chinese culture

then, Moutai's consistent efforts over these years have turned the "Moutai phenomenon" into inevitability.

with a history of thousands of years, sees the developed self-confidence of China's rising national industry, and feels the powerful magnetic field

Epitome and Inheritance of Moutai Phenomenon

of China's famous internationalized brands. As Moutai Group Chairman Yuan Renguo said, "the harder time the baijiu industry faces, the more imperative for Moutai to enhance the sense of responsibility, step

From the development course of China's economy in recent 30 years, we can see that today's thought-provoking "Moutai phenomenon"

forward boldly for the mission, change corporate social responsibility

is not an isolated example. In fact, it is an epitome of China's

into business development opportunity, and keep striving for the great

economic transformation and upgrade, and will easily remind people

goals of the enterprise."

of Huawei phenomenon and Lenovo phenomenon. In the past 30 years, these Chinese national brands created many historic economic

Moutai Phenomenon is Miraculous and Inevitable

miracles, recorded the key nodes and collective thinking in the way of transformation, and demonstrated through their own practices how

Strong brand effect, truly significant performance, and sustainability

to survive and develop for Chinese enterprises. Especially under the

together accomplish Moutai's unique status in the capital market.

tide of transformation, Moutai is not just an individual but an example,

According to market statistics, since August 2001 when Kweichow

finding a way towards the world and a way out of the jungles for Chinese

Moutai was listed, its stock price has cumulatively increased for nearly

enterprises.

5000%. In recent years, Kweichow Moutai has maintained its long-term

Under the current weak recovery of world economy and China's new

and sustained status of "highest-priced stock", and the "Moutai Magic"

normal, economic development badly needs new growth point and new

has long been known. The so-called "Moutai Magic" means no other

impetus. Moutai phenomenon has pointed out the direction for Chinese

company's stock price can surpass Moutai in long term. This year, with

enterprises in profound transformation, especially liquor enterprises.

the decline of the overall A shares, Moutai's performance is still amazing.

What enterprise transformation and upgrade really needs is to improve

Its stock price has increased for more than 30% in 2016 and has broken

inner strength, meet consumer demand, and find the products, services

through the barrier of 300 RMB per share.

In fact, the Moutai phenomenon we talk about today is created

as well as development modes suitable for the consumers of the new era. Moutai phenomenon not only demonstrates the significant role of

without any divine help. Behind Moutai's miracle, there is always a

marketization and internationalization reforms in the development of a

strong sense of responsibility and honor as well as the efforts of bravely

traditional Chinese enterprise, but also shows the huge potential space

shouldering the social and historical responsibilities. Traditional

to be expanded in the Chinese and global markets by an enterprise with

technique, eco-development, and social responsibility constitute the

strong brand influence.

noble humanistic temperament of Moutai liquor; stepping forward boldly in spite of the turbulent market tide and difficulties shows

"Moutai is just one of many excellent Chinese enterprises. From these vibrant enterprises, we have good reasons to feel confident about the

Moutai's restraint, active, proud, and generous mind; a skilful strategist

future prospects of China's economy as well as the potential and vitality

management team as well as a united and hardy staff is another key to

hidden in Chinese enterprises," Li Baofang stressed.

the Moutai phenomenon. The strong presence of Moutai phenomenon

In the future, more Chinese enterprises will shine in the

is attributed to not only such inevitable factors as natural conditions, but

international arena and play a more important role in global cooperation

also the tireless efforts to utilize the cultural factors.

and development. All of Moutai's practices, prides, adjustment after

Moutai phenomenon reflects the profound philosophy and dialectic

setback, and rebirth after transformation will enlighten the followers.

between the changed and unchanged. What remains unchanged is

What is more important and precious is the inherited spirit and strength

the long-lasting high quality and market reputation, the consistent

of enterprises. Moutai's proactive transformation shows that although

and diligent pursuit, and the unremitting struggle to promote

the transformation of Chinese enterprises is a long and hard journey, the

national brands; whereas the changes based on trend include the

everlasting entrepreneur spirit will push forward the overall progress

級真正需要的是修煉內功，滿足消費者需求，找到適合新時

全球合作與發展中扮演更加重要的角色，茅台走過的路、成

introduction and practice of new development concepts, the planning

and open a new chapter.

代消費者的產品、服務和發展模式。茅台現象也印證了市場

就過的驕傲、遇挫後的調整、轉型後的重生，都對後來者有

No matter how the years change, the desire to leap higher is always

化與國際化改革在一家中國傳統企業的發展中所產生的巨大

重要啟示，更為重要的是，企業傳承的精神與力量更為珍貴。

new scientific and technological achievements, and the adjustment

active in Moutai's soul. Today, standing on the starting line of the "13th

作用，同時也說明，具有強大品牌影響力的企業在中國以及

從茅台的主動轉型來看，中國企業的轉型儘管道阻且長，但

of enterprise organizational structure. "Remaining unchanged" and

Five-Year Plan'', Moutai is aiming at being a hundred-billion-level

全球市場可能拓展的巨大空間。

企業家精神的長存將有力推動整體的進步與再啟程。

and deployment of business strategy and mode, the application of

"seeking change" seem to be a natural paradox, but Moutai's practice has perfectly integrated them into a dialectical unity.

Great souls are steeled through hardship and suffering while great brands are improved through time and history. If Moutai's great success

「茅台只是眾多中國優秀企業的一員。從這些生機勃勃

無論歲月怎樣更迭，茅台的靈魂深處，始終搏動著向更

culture to the world, highlighting the Chinese national industry's glory

的企業身上，我們沒有理由不對中國經濟的未來前景抱有信

高處飛躍的渴望。今天，站在「十三五」起跑線上的貴州茅

and dream of shining in the world, and creating the future of China's

心；我們也沒有理由不對中國企業身上蘊藏的潛質和活力抱

台，已經瞄準千億級企業目標，向世界展示著綿長深厚的酒

economy together with other famous enterprises.

有信心。」李保芳強調。

文化魅力， 高揚中國民族工業屹立于世界之林的光榮和夢

enterprise, demonstrating the lasting and profound charm of liquor

在未來，勢必將會有更多的中國企業登上國際舞台，在

at the Panama Pacific International Exposition 100 years ago is a miracle,

20

MOUTAI Magazine

MOUTAI Magazine

想，攜手一批名企描繪著中國經濟的未來。

21

Global Development of China's Brands

With the quick development of economic integration and globalization, more and more domestic brands start to march to overseas markets. They purchase materials outside China, establish overseas subsidiaries, introduce overseas talents and acquire related companies for earning more rights to speak in the world. Alibaba, LeEco and Wanda are the good examples of our domestic brands becoming more and more international.

中國品牌的海外發展之路 TEXT/ 文 Jessica Cheung

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MOUTAI Magazine

MOUTAI Magazine

隨著世界經濟全球化、一體化的不斷深入，越來越 多的民族品牌不再滿足於國內市場的發展，逐漸將目光 投向海外，積極尋求拓展海外市場的機會。他們通過從 海外採購原料，建立海外運營部門，引進海外優秀人才， 收購國外相關業務等多種方式，爭取在國際市場上獲得 更多的話語權。其中，阿里巴巴、樂視、萬達等知名品 牌就是我國民族品牌逐步走向世界的最好證明。

23

ALIBABA 阿里巴巴 Alibaba Group Holding Limited is a Chinese e-commerce company

有限公司在香港聯交所主機板掛牌上市。2010 年 4 月，阿

that provides C2C, B2C and B2B sales services via web portals. It also

里巴巴正式推出全球速賣通，讓中國出口商直接與全球消費

provides electronic payment services, a shopping search engine and

者接觸和交易；7-8 月，阿里巴巴收購兩家服務美國小企業

data-centric cloud computing services.

的電子商務解決方案供應商 Vendio 及 Auctiva。2012 年 9

With the leadership of Jack Ma, Alibaba Group aimed at establishing

月，阿里巴巴集團完成對雅虎初步的股份回購並重組與雅虎

future's business ecosystem at the very beginning. They are always

的關係。2014 年 9 月，阿里巴巴集團於紐約證券交易所上

working for helping their clients and users to connect with each other

市。2015 年 8 月，阿里雲宣佈將在新加坡設立國際業務總

using the power of the internet.

部；10 月，阿里巴巴集團宣佈其倫敦分部成為集團的歐洲

It is worth mentioning that Tmall.HK which was established in

業務中心；11 月阿里巴巴集團於香港及台灣啟動阿里巴巴

February 2014 built up a bridge between overseas brands and billions

創業者基金；12 月阿里巴巴集團與南華早報集團就收購「南

of customers registered in Taobao or Tmall while making it easier for

華早報」達成協議。今年 4 月 , 阿里巴巴入股東南亞網購平

domestic customers to shop online. At present, there are over 2,000

台 Lazada Group，成為最大股東。

brands in Tmall including Apple, Burberry, and UGG.

LEECO 樂視集團

Besides, Alibaba Group took full control of UCWeb in June 2014 which has now become the "sword" for entering the overseas market.

UCWeb not only won the No.1 market share in India and Indonesia but also showed an increasing trend in some emerging markets like Russia,

2016 Apr

Vietnam, and Brazil.

Alibaba Group's mission is to make it easy to do business anywhere.

阿里巴巴集團 立于 1999 年，是一間提供電子商務線上 交易平台的公司，業務包括 B2B 貿易、網上零售、購物搜 索引擎、第三方支付和雲計算服務。集團的子公司及關聯公 司有阿里巴巴 B2B、淘寶網、天猫、一淘网、阿里雲計算 及支付寶。旗下的淘宝网和天猫在 2012 年售达到 1.1 万亿 人民，超亞馬遜公司和 eBay 之和。其 2015 年度商品交易 总額已经超 3 万亿元人民 ，是全球最大零售商。 以馬雲為首的互聯網品牌「阿里巴巴」，從初期開始 就以「構建未來的商務生態系統」為企業願景，致力於讓客 戶相會、工作和生活在阿里巴巴，用互聯網的力量幫助用 戶與客戶互動。值得一提的是，2014 年 2 月成立的天貓國 際幫助國外品牌接觸淘寶網和天貓上億的消費者，也使中 國消費者得以接觸到更多海外品牌，目前已有包括蘋果、 BURBERRY、UGG 等約 2000 個商家進駐天貓。 另外，阿里巴巴在 2014 年 6 月全資收購的 UC 瀏覽器 業務成為其進軍海外市場的「利器」，在海外市場獲得巨大

2015 Aug Oct Nov Dec

2014 Sep 2012 Sep 2010 Apr July & Aug

增長態勢。

2007 Nov

阿里巴巴堅信「使天下沒有難做的生意」，隨著今年 4 月成為東南亞網購平台 Lazada Group 的最大股東，阿里的 海外版圖不斷擴大。 2005 年 8 月，阿里巴巴集團與雅虎達成戰略合作；10 月， 阿里巴巴集團接管中國雅虎。2007 年 11 月，阿里巴巴網路

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Lazada Group, eastern Asia's e-commerce

Leshi Internet Information and Technology, also known

platform.

Alibaba Cloud announces plans to open its international headquarters in Singapore Alibaba Group announces the expansion of

2005 Aug Oct

as LeEco (formerly Letv), is a Chinese technology company, and one

3 至 5 月連續上升，升幅高達 4.7 倍；而在香港 65 吋智能電 視當中，樂視 65 吋超級電視的市場佔有率亦於同期勁升超

Beijing. Founded in November 2004 by Jia Yueting, LeEco Group is

過 3 倍。

its London office to serve as the company's European hub.

applications.

Alibaba Group officially launches the Alibaba

樂視 65 吋 4K 超級電視 Series3 X65 及 Series3 Max65 銷量

of the largest online video companies in China. It is headquartered in building a "Le Ecosystem", an online platform with content, devices and After the temporary delisting in 2014, LeEco is accelerating the

樂視超級電視的成功，意味著以「平台 + 內容 + 終端 + 應用」為核心的樂視生態攜中國文化走向海外。 2014 年 10 月，樂視在洛杉磯成立影業子公司，專用於

Entrepreneurs Funds for Hong Kong and Taiwan

development of its overseas market and foreign capital operation.

開闢好萊塢市場。2015 年 9 月，樂視正式進軍香港收費電

Alibaba Group enters into a definite agreement

According to the report of May 2016 by Gf K, a German marketing

視市場。而樂視其他的產業和產品開始陸續進入香港和南亞

research agency, Letv super TV (Series 65') won the first place

市場。今年 7 月，樂視收購美國第二大電視商 VIZIO；6 月，

compared with sales of other smart televisions (Series 65') in Hong

莫斯科組建樂視俄羅斯分公司，並成功拿下 2018 年俄羅斯

to acquire the South China Morning Post.

Alibaba Group goes public on the New York Stock Exchange.

Kong. In addition, sales of Letv Series 3X65 and Series Max 65 kept

足球世界盃轉播權；1 月，樂視在美國拉斯維加斯正式發佈

rising by 4.7 times from March to May. Also, the market share which

首款搭載高通驍龍 820 處理器的智慧手機樂 Max Pro。

Alibaba Group completes an initial repurchase

Letv super TV (Series 65') took increased by over 3 times compared

of shares from Yahoo! in a restructuring of the

with the year before.

companies' relationship.

Alibaba.com officially launches AliExpress to enable exporters in China to reach and directly

成立於 2004 年，創始人賈躍亭，樂視致力打造基於視

transact with consumers around the world

頻產業、內容產業和智能終端的「平台 + 內容 + 終端 + 應用」

Alibaba.com acquires Vendio and Auctiva,

完整生態系統，被業界稱為「樂視模式」。

providers of e-commerce solutions to U.S. small businesses.

成功。不僅在印度、印尼等人口大國 UC 瀏覽器佔據市場份 額第一，在新興市場如俄羅斯、越南、巴西等地也呈現快速

Alibaba becomes the largest stakeholder of

樂視垂直產業鏈整合業務涵蓋互聯網視頻、影視制作與 發行、智能終端、大屏應用市場、電子商務、互聯網智能電

Alibaba.com completes its initial public offering

動汽車等；旗下公司包括樂視網、樂視致新、樂視影業、網

on the Main Board of the Hong Kong Stock

酒網、樂視控股、樂視投資管理、樂視移動智能等。

Exchange.

樂視經歷了 2014 年退市風波後 , 進一步加快了市場拓

Alibaba Group forms a strategic partnership with

Jun

年 5 月份報告中的智能電視香港巿場銷售數據（只計算 65

Alibaba Group takes over the operations of

吋智能電視），及 LeEco 樂視同期智能電視線上線下銷售量，

China Yahoo!

樂視 65 吋超級電視系列在 2016 年 5 月成為全港銷量第一。

MOUTAI Magazine

LeEco finished the acquisition of VIZIO, the No.2 American TV operator.

LeEco established its subsidiary company in Russia and wins the broadcasting right for the 2018 World Cup.

Jan

2015 Sep

寬和海外資本運作的步伐。據德國市場研究機構 GfK 2016

Yahoo!

MOUTAI Magazine

2016 Jul

2014 Oct

LeEco Le Max Pro with Snapdragon 820 processor was launched at MWC 2016.

LeEco officially entered the Hong Kong paytelevision market and other products started to enter in Hong Kong and south Asia.

LeEco established its subsidiary company in Los Angeles especially for the Hollywood market.

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WANDA GROUP 萬達集團 As the chairman of the world's largest real estate enterprise, Wang Jianlin has been starting mergers and acquisitions with the intention of "International Wanda, Centennial Business" since 2012. Until now, Wanda Group has invested money in over 10 countries especially in the USA where the investment has been over 10 billion US dollars. To our

大、收入最多的電影院線運營商。 除此之外，萬達還收購了瑞士盈方體育、世界鐵人公司， 入股西班牙馬德里競技俱樂部，並在倫敦、馬德里、芝加哥、 洛杉磯、悉尼等全球重點城市投建地標性建築。 2012 年 9 月， 並 購 全 球 第 二 大 影 院 公 司 —— 美 國 AMC。2013 年 10 月，萬達宣佈成立英國房地產開發公司； 12 月，美國 AMC 院線公司在紐交所成功上市。2015 年 1 月， 萬達集團入股馬德里競技足球俱樂部；8 月，萬達集團並購 美國世界鐵人公司。

Established in April 2010, Xiaomi is an innovative technology company which focuses on high-end mobile phones, IPTV and intelligent house ecosystem.

India is the largest overseas market of Xiaomi as there were 3,000,000 phones sold in the first year. With the intention of earning more market

surprise, Wanda just spent 3 years fulfilling its promise that they would

shares, Xiaomi insists on the online selling model. Accordingly, Xiaomi

invest over 10 billion US dollars in the USA within 10 years.

successfully changed the traditional ways of selling as the sales increased

Acquisition of AMC was a typical case in the history of Chinese cultural industry. After that, with the world's second largest theater and

2016 Jul

Wanda Group is in talks to acquire a 49% stake of Paramount Pictures.

and wealthiest film operator.

Apart from that, Wanda Group also acquired Infront Sports and Media Group, World Triathlon Corporation and bought 20% shares of Atletico Madrid. What's more, they have built several landmarks in London, Madrid, Chicago, LA and Sydney.

2015 Jun 2014 Dec

的夙願驅動下開始並購海外企業。目前，萬達集團已在超過

100 億美元的承諾，如今用了三年就已兌現。

Wanda Cinemas announced that it had acquired Australian cinema chain Hoyts.

Dalian Wanda Commercial Properties, the

2013 Jun 2012 Sep

並購 AMC 公司是中國企業海外並購大型文化企業的典

May

型案例。並購完成後，萬達集團同時擁有全球院線排名第二

called Mi Home was opened in Hong Kong which aroused a hot topic

an initial public offering on the Hong Kong Stock

products.

Dalian Wanda acquired Sunseeker International,

慧手機、互聯網電視以及智慧家居生態鏈建設的創新型科技

a UK-based maker of luxury yachts used in

企業。

the James Bond movies, for $500 million.

印度市場是小米手機最大的海外市場 , 首年銷售量已達

Wanda Group became the world's largest

300 萬部。為了獲得更多的市場份額，小米手機堅持網上銷

theater operator.

售的模式，銷售量從一開始的 10% 升至 22% 左右，改變印

Wanda Group acquired AMC Entertainment

度當地手機銷售的傳統模式。

with 2.6 billion dollars.

2013 年 4 月進入香港市場後，小米迅速獲得了大量香 港用戶的肯定與支持，首批售賣的 10,000 台紅米手機在短

as professional network owners all over the world. Its products are

據通信網絡及無線終端產品，為世界各地通信運營商及專業

mainly related to switching network, transmission network, wireless and

網絡擁有者提供硬件設備、軟件、服務和解決方案。

2014 Jul

patents of Microsoft.

Xiaomi opened the first Mi Home in Hong Kong.

Xiaomi started its online sales platform in Hong Kong and Taiwan.

Xiaomi started its online sales platform in India.

華為成立當年就開始走出國門，向海外拓展。在同國際

短 30 秒內即告售罄。2015 年 6 月開張的香港小米之家是小 米在大陸地區以外的首家線下銷售點，使香港米粉可以近距 離體驗小米服務，受到了米粉們的熱烈歡迎。 2013 年 5 月，小米開放香港及台灣地區線上銷售渠道。 2014 年 7 月，小米在印度第一次網絡銷售。2015 年 6 月， 全球第一家小米之家在香港旺角開業。2016 年 6 月，小米 宣佈收購了微軟的近 1500 項專利。

2015

品牌的競爭中，華為不斷發展壯大。截至 2012 年底，華為

terminal.

Huawei started to go overseas at the very beginning of its

150 個國家和地區設立了辦事處，業務遍及世界各地。目前，

international brands. Huawei has a staff of almost 150,000 at home and

華為已發展成僅次於愛立信的全球第二大通信設備供應商。

abroad. Also, it has overseas offices in nearly 150 countries and districts.

今年在德國柏林的新品發佈會上，華為推出全新產品線

Hence, Huawei has become the worldwide communication equipment

Nova 系列，獲得眾多國際媒體讚譽。經過 20 多年的發展，

supplier while second only to Ericsson.

華為不僅成為通訊行業的領軍企業，還實現了從全球化到當

lots of compliments from international media after the launch event.

400 LTE commercial networks and 180 EPC

2014

Huawei established 5G innovative research

2013

As the leader of the world LTE commercial

institutions in 5 overseas countries.

network, Huawei has entered in over one hundred countries while covering nine financial centers.

地語系化的第二次轉型。 2011 年，在全球範圍內囊獲 6 大 LTE 頂級獎項。2012

Huawei LTE has successfully entered in over 140 national capitals and operated over commercial networks.

公司國內外員工總數約達 15 萬人，已在包括捷克在內的近

establishment. Huawei has developed a lot after competing with those

Nova, the newly launched product line in Berlin Germany has won

2012

Huawei continued to improve the development

In the past 20 years, Huawei has been in a leading role in the

年，持續推進全球當地語系化經營，加強了在歐洲的投資，

communication industry and has also finished the second transition

重點加大了對英國的投資，在芬蘭新建研發中心，並在法國

from globalization to localization.

和英國成立了本地董事會和諮詢委員會。2013 年，持續領

but also set up local boards and advisory

跑全球 LTE 商用部署，已經進入了全球 100 多個首都城市，

committees in France and the UK.

Founded in 1987 in Shenzhen, Huawei Technologies Co., Ltd. is a private communications technology company for producing and selling

May

In June 2016, the first offline shop outside the mainland of China in HK. That made it easier for fans of Xiaomi to experience Xiaomi

wired fixed access network, data communication network, and wireless

HUAWEI

The first 10,000 Redmi was sold out in 30 seconds.

group's property division, raised $3.7 billion in

的 AMC 公司和亞洲排名第一的萬達院線，成為全球規模最

華為

2015 Jun

Xiaomi announced to acquire nearly 1500

成立於 2010 年 4 月的小米公司，是一家專注于高端智

10 多個國家進行了投資，其中在美國的投資已經超過了 100 億美元。當年並購 AMC 時，其十年之內將在美國投資超過

Also, when Xiaomi entered the Hong Kong market in April 2013, it

2016 Jun

Exchange.

作為全球規模最大的不動產企業，自 2012 年正式進行 國際化轉型開始，王健林就在「國際萬達」、「百年企業」

from 10% to 22%. quickly got much support and compliments from the local residents.

the largest theater in Asia, Wanda now has become the world's largest

26

XIAOMI 小米手機

華為技術有限公司是 1987 年在中國深圳成立的一家生

覆蓋九大金融中心。2014 年，在全球 9 個國家建立 5G 創

communications equipment. Huawei provides hardware equipment,

產銷售通信設備的民營通信科技公司。產品主要涉及通信網

新研究中心。2015 年，華為 LTE 已進入 140 多個首都城市，

software, service, and solution for communications operators as well

絡中的交換網絡、傳輸網絡、無線及有線固定接入網絡和數

成功部署 400 多張 LTE 商用網路和 180 多張 EPC 商用網路。

MOUTAI Magazine

MOUTAI Magazine

of localization, and strengthen the investment in Europe, especially in the UK. Besides, Huawei not only set up a new research center in Finland

2011

Huawei won 6 top global prizes in LTE industry.

27

Artistic Concept of Hou Beiren A Centenarian Chinese-American Artist 百歲北人的筆墨行姿 ——專訪旅美藝術家侯北人 TEXT/ 文 Jocelyn, Chenlin Liao IMAGE/ 圖 Li Chen, Nanhai Art, Special Thanks Edward Gui

Magnificent Landscape

28

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MOUTAI Magazine

29

In Feb, 2016, the Chinese-American artist Hou Beiren celebrated his 100-yearold birthday. Mr. Hou Beiren, who has been engaged in Chinese painting for more than 70 years, studied art from master Chinese artist Huang Binhong and has a deep relationship with master artists Zhang Daqian, Fu Baoshi, and Zhu Qizhan. He plays an important role not only in the field of art, but also in cultural exchange between America and China in the early days of the establishment of diplomatic relations. His experience can be compared as a living modern Chinese history.

2016 年是中國旅美藝術家侯北人先生的百歲誕，他從事國畫 70 餘年，曾師從 黃賓虹，與張大千、傅抱石、朱屺瞻等中國藝術巨匠來往密切。侯北人不僅 在藝術領域有造詣，並且助力了中美建交初期兩國文化的交流。他的經歷， 可以說是一部活生生的中國近代史。

H

ou Beiren, silver-haired, talking in a sonorous voice and

Shiqiao, a member of "Xilingyinshe" along with Wu Changshuo. After

still remembering details of the past, keeps painting every

immigrating to the United States, he developed a deep friendship with

day even in a-hundred-year-old age which makes us very

Zhang Daqian, Wu Zuoren, Fu Baoshi, Zhu Qizhan, Feng Qiyong, Wu

surprised. He was originally from Changli County, Hebei Province

Zuguang, Huang Miaozi, Wu Suqiu, contemporary Beijing Opera Zhang

and born in Haicheng, Liaoning Province in 1917. He went to Kyushu

Jianguo etc. He also provided accommodation for some of the artists

Imperial University of Japan for study after acquired the Boxer

who visited the United States. The story of his friendship with Zhang

Indemnity Scholarship. In his early years of learning art, his teacher

Daqian is one of the most well-known ones. In the late 1960s, Mr. Zhang

is Li Zhongchang. Later, he learnt from master artist Huang Binhong

Daqian moved from Brazil to the West Coast Carmel in the untied states.

and Zheng Shiqiao. In 1949, he moved to Hong Kong. In 1956, he and

They were always visiting each other. Zhang Daqian also presented

his family immigrated from Hong Kong to the United States and have

paintings to Hou Beiren. In March of 1969, Zhang went to Hou’s home

been living in there for 60 years. In the early past of his career, Hou

and watch the apricot. After Zhang came back home in Brazil, he created

Beiren engaged in writing. His grandfather was an intellectual of the

splashing color landscape “Apricot under the Rain in Spring” and

Imperial College in the Qing Dynasty and his father ran a school in

presented to Hou. In 2003, Hou donated this precious work to Kunshan

hometown. Due to such a family, Hou Beiren red up on the Four Books

Hou Beiren Museum. In Hou’s living room, there is another work of

and Five Classics in his childhood. After knowing a Chinese teacher who

Zhang Daqian. During Zhang’s stay from 1969 to 1977 in the United

graduated from Peking University, he learned a lot in the new Literature

States, Zhang still followed the traditional customs of Sichuan organizing

of May Fourth Movement. Thanks to master litterateur Zhou Zuoren’s

parties in every spring festival and offered prizes in dice games. The Hou

appreciation, Hou’s debut published on "Chinese literature and art"

family is his frequent guest. In 1972, Mrs. Hou threw a full dice and won

which only published articles from the Peking University professors

first prize to get this painting.

before. Hou made a living by writing at the beginning of his career.

exchange. He even helped in finding the initial location of the Chinese

was introduced to the master Chinese artist Huang Binhong in summer

Consulate General in San Francisco. Meanwhile, he also bought a few

holidays. Huang was already a renowned international artist and rarely

trees to the Consulate General for its decoration. In 1979, Mr. Hou

took students but accepted Hou Beiren. On weekends of every summer

convened a group of people who loved Chinese painting and founded

holidays, he went to Huang Binhong’s home for learning painting. In

the American Chinese Art Society in order to promote Chinese culture

addition to learning, Huang Binhong's charisma also captivated Hou.

and art. He was elected as the first president and permanent honorary

After moving to Hong Kong, he was apprenticed to Zheng

30

Hou Beiren contributed a lot in the Sino-American cultural

Hou Beiren didn’t begin to study painting until University. He

president.

Mountain and Valleys in Rain, 2015

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MOUTAI Magazine

31

Vast and Hazy Clouds, 2015

Hou Beiren contributed a lot in the Sino-American cultural exchange.

He even helped in looking for the initial location of the Chinese Consulate General in San Francisco. 在中美文化交流中，侯北人貢獻良多。連最初中國駐三藩市總領館的地點， 也是得侯北人幫助尋得。

Hou made great efforts to the first show of the Beijing Opera Troupe, the Shanghai Kunqu Opera and other Chinese performances in the United States. In the 1980s, the culture exchange was more frequent.

are displayed in "Hou Beiren, Zhang Yunqin painting Museum" hall in the Liaoning Museum.

Keeping painting as a hobby is perhaps one of the secrets of Mr.

He led many American painting students (many of whom came from

Hou Beiren's longevity. During a-hundred-year-old time, he is still able

Stanford University) to China, and held a solo exhibition at the China

to create large-size or works. The NanHai Art in San Francisco held

Art Museum in Beijing in 1984. In 2003, he and his wife Zhang Yunqin

Hou’s exhibition "Sublimity: Recent Works by Hou Beiren” in 2014. In

gratuitously donated his 260 paintings and 40 pieces works of Zhang

2016 February 20 to March 26, NanHai art held “Hou Beiren at 100”

Daqian, Fu Baoshi, Puru, Zhao Shaoang, Zhu Qizhan, etc to the Kunshan

presenting Hou Beiren's 13 works between 2014 - 2015. It’s not easy for

Hou Beiren Museum as a long-term exhibition. In July 2013, the Hou

us to appreciate works created at the a-hundred-year-old time of an artist.

couple donated 70 pieces of paintings to his hometown Liaoning which

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Charming Green Mountain, 2014

Spring Mountains, 2015

Hou Beiren and his wife Zhang Yunqin 侯北人與妻子張韻琴

一位銀髮濃密的老人，說話宗氣十足，行動自如，談起

在相識北京大學畢業的一位國文老師後，他更多接觸了五四

往事時對細節記憶猶新，並堅持每天作畫，侯北人先生在百

運動以後的中國新文學。處女作發表在當時大多是北京大學

鄭石橋。移民美國后，與張大千、吳作人、傅抱石、朱屺瞻、

有一幅張大千的女像圖作品。1969 年至 1977 年在美國期間，

歲高齡之時能有如此狀態，確實讓人驚訝。他原籍河北省昌

教授才能發表的刊物《中國文藝》上，得益於周作人的賞識。

馮其庸、吳祖光、黃苗子、吳素秋、當代京劇家張建國等交

張大千仍遵循其四川家族的傳統風俗，逢過年邀請好友聚會，

黎縣，1917 年生於遼寧省海城；考取庚子賠款赴日本九州

寫作，成為了他早期謀生的職業。

往密切。他還為其中的某些藝術家訪美時提供住處。與張大

聚會有一個有獎遊戲，誰擲骰子點數最高，誰就能獲得大獎。 1972 年，侯太太擲出全骰，一等獎獲得此畫。

作品。後被捐贈給昆山侯北人美術館。在他家的客廳裡，還

帝國大學讀書。早年隨河北省的李仲常學畫，後來曾求教黃

大學以後，侯北人才真正開始學畫。在考取庚子賠款官

千的交往，是其中最知名的一段。1960 年代末，張大千先

賓虹及鄭石橋。他 1949 年移居香港；1956 年，又從香港舉

費赴日本九州帝國大學念書時某次回國，他被引薦給藝術家

生由巴西搬遷至美國西海岸卡邁爾「環蓽庵」居住。兩家人

在中美文化交流中，侯北人貢獻良多。連最初中國駐三

家移民至美國，一住就是 60 年。

黃賓虹，黃賓虹當時已蜚聲國際，極少收學生，但收下了侯

常互相至對方家中作客。張大千也贈與過畫作給侯北人。譬

藩市總領館的地點，也是他幫助尋得，他還買了幾棵樹送到

北人。每逢暑假的週末，他就到黃賓虹家學習，除了學藝，

如曾掛在侯北人家中的潑彩山水《杏花春雨圖》，就是張大

了總領館。1979 年侯先生召集熱愛中國繪畫的有關人士，

也體悟到黃賓虹的人格魅力。

千 1969 年 3 月在侯北人家中觀賞杏花後，創作並贈與他的

創立「美國中華藝術學會」，大力推介中國文化藝術，他被

在事業的初期，侯北人從事的是寫作。祖父為清代的國 子監大學士，父親曾在家鄉辦學，經史子集伴隨著他的成長。

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移居香港後，他拜師與吳昌碩齊名的「西泠印社」成員

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Golden Sunset, 2015

推選為首任會長和永久性名譽會長。促成了如北京京劇團、 上海昆劇團等首次赴美演出。1980 年代開始，這種交流更

遼寧博物館「侯北人、張韻琴繪畫館」陳列。 對畫畫一直有濃厚的興趣，也許是侯北人先生長壽的秘

為頻繁，他帶領過美國畫會的學生（很多是來自斯坦福大學）

訣之一。侯北人在百歲高齡之際，仍然能夠創作尺幅比較大

前往中國交流，並且 1984 年在北京中國美術館舉辦個展。

的作品。三藩市南海藝術中心曾於 2014 年舉辦了「Sublimity

2003 年，他和夫人張韻琴把自己的 260 件畫作和 40 幅張大

化境－侯北人近作展」，又於 2016 年 2 月 20 日至 3 月 26

千、傅抱石、溥心畬、趙少昂、朱屺瞻等大師的名作無償捐

日舉辦「百歲北人」個展，展出侯北人在 2014-2015 年創作

Lake and Mountains, 2015

獻給江蘇昆山市政府，由其建成侯北人美術館長期展出。

的 13 幅作品。觀眾能欣賞到一位藝術家在百歲之際的創作，

Wind in Pine Trees, 2015

2013 年 7 月，他和夫人又向故鄉遼寧捐贈了畫作 70 幅，在

實屬不易。

UPSIDE & BELOW:

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A Peak in Autumnal Tints, 2015

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The Ginza Style of Bar High Five Interview with world's top bartender Hidetsugu Ueno Bar High Five 的銀座風格 ——專訪世界頂級調酒師上野秀嗣 Text/ 文 Jocelyn Chenlin Liao Image/ 圖 HUI YAU TAT

As a popular upscale shopping area of Tokyo, same as the Oxford Street of London and the 5th Avenue of New York City, Ginza is recognized by many as one of the most luxurious shopping districts in the world, attracting visitors and regulars alike from across the globe. There are numerous internationally renowned department stores, boutiques, restaurants and coffeehouses located in its vicinity, and Bar High Five is one of them. This Ginza-style bar was listed on top of the bars among the world for many times, and it was ranked again as one of the world’s 50 best bars 2016. Recently, Hidetsugu Ueno, who is the creator and the soul of the Bar High Five, as well as one of the world’s best bartenders, joined us for an interview in MO Bar, the Landmark Mandarin Oriental, Hong Kong 與倫敦牛津街、紐約第五大道齊名的東京銀座區寸土寸金。這裡除了林立着知名 的百貨商店、世界各大頂級的品牌的旗艦店和歷史悠久的老字號以外，還有許多 門面不大，卻是日本乃至世界頂級的食肆。Bar High Five 便是其中一家。這間經 典銀座風格的酒吧，多次進入世界頂級酒吧行列，于 2016 年再度入選世界 50 最 佳酒吧。近日，我們在香港置地文華東方酒店 MO Bar 採訪了 Bar High Five 的靈 魂人物、其創辦人、世界頂級調酒師上野秀嗣 (Hidetsugu Ueno) 先生。 38

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A

s usual, Mr. Ueno wears the Elvis Presley style haircut, since he is a big fan of Elvis. During the interview, his experience as an exchange student in the United States enables him to answer

questions in fluent English, and it is very helpful for him to spread his ideas around the globe.

Before entering the bar industry, Mr. Ueno never thought of being a bartender. Instead, coffee was his childhood favorite, and his dream was to have a café. Later on, he realized that it was hard to make a living by selling coffee, so he added liquor in his café menu. Surprisingly, more and more customers ordered cocktails in his café. Mr. Ueno noticed that there is no end for this situation, so he opened a bar directly.

When Hidetsugu Ueno is mixing drinks, he neither gives dazzling performance, nor puts fancy garnish on cups, because he wants costumers to focus on the taste of drinks that usually blended with Japanese factors. In Hong Kong, Mr. Ueno joined bartenders Kaori Kurakami and Yuriko Naganuma in MO Bar’s pop-up shop. They are going to prepare 14 cocktails to demonstrate the Japanese bartending style, for instance, the bases they chose are mostly Japan Suntory JAPONE and Japanese whiskey. Besides, Mr. Ueno will also perform his fantastic ice carving skills.

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Q:

Are there any differences about your

same reason, if you like mint but I don’t like it, I still

understandings of mixology from your

have to make a cocktail for you.

U:

In the past, the trend of Japan’s bar was very

early career to now?

classic and old-school. You could say it was a conservative type of bar tender. Though

I focus more on local flavors and liquors, 80%-98% of my customers are from different countries. I stand classic but in a different approach to making my

Q:

You said the quality of ice is closely

U:

Yes, because 1/5 of the drink is the water

connected to the quality of drinks.

from ice, you need to control how much water inside, so that you can provide

something charming for the customers.

customers have extraordinary experiences in my bar.

There are ice companies near Tokyo. I have a supplier

Q: U:

which is an ice factory near downtown Tokyo. In What is your favorite taste?

Japan, the ice is very hard, but ice in Hong Kong is soft. It takes two days for production in Tokyo. If you

I don’t have any, because I don’t drink.

My personal preference is very different from work, because I don't drink but you

do. When mixing various ingredients, it’s all about

make it slowly, the ice will go harder.

Q:

There is no menu in Bar High Five. Will

U:

It depends. I haven’t decided yet. No

the Hong Kong bar also have no menu?

the balance which is the only thing I care about, not the flavor. I don’t have anything that I hate as I don’t have anything that I love. It’s my job. Sometimes I do judge the cocktail companies, but I never judge them with my preference.

menu is very difficult. The bartender has to be skillful. You read a menu which you

don’t like, it becomes a cocktail book and you can’t really choose. So we have some specials. “Menu from

In my personal preference, I can’t take super spicy

tomorrow” is very interesting. Even I only submit

food. I don’t like any flavor that is too strong. I like

14-16 kinds of cocktails, you can have a hundred

the medium one. For me, some Asian food, especially

variations.

South-east Asian food, is too spicy and herbal. I’m not a big fan of herbs because they are too sweet and

Generally, the customers tell the basic spirit that

sour.

they prefer, Gin, Whisky, White… so sometimes I ask them for basic drink first. And I will ask whether

However, it’s very important that never judge it by

you like to have fresh drink or boozy drink. But if the

personal preference. For example, I don’t quite like

bartender keeps asking, customer gets tired, so it has

dill and mint, but some bars put dill into the drink,

to be quick and in a right way.

in that case I still need to objectively judge it. For the

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在採訪當天，大師上野秀嗣如往常一樣，梳了一個經典 的貓王頭 , 因為他是貓王的粉絲。採訪時，他以一口流利的

問：

您在踏入事業初期對調酒的認識和現在有什麼不

味道，或者是太過甜和酸，都不適合我。茴香和薄荷都是我

同？

不太喜歡的味道，尤其薄荷像牙膏一樣。但如果讓我評判一

在 1992 年進入酒吧行業之前，上野先生從未想過自己

上：

過去，在日本酒吧里，流行的是遵循傳統的思維，

會體驗這些用倆是否恰到好處。如果有客人說需要茴香或者

實的功底，具備靈活應對各種情況的能力。

許多調酒師都十分保守。但在我的酒吧中，有百分

薄荷的味道，我當然也很樂意為他們製作相應的酒。

之八十至九十的客人來自世界各國，我希望能給他們全新的

館，是他兒時的夢想。後來，他逐漸意識到靠賣咖啡難以為

體驗，不一樣的經歷。所以，我雖然關注更本土的味道，但

生，將酒也添加至咖啡廳的菜單中。出乎意料的是，在咖啡

是改良了它表達的方式。

嗣意識到這沒有盡頭。最後，他索性乾脆開設了自己的酒吧。 上野秀嗣調酒時候並沒有花哨的表演，他對於酒杯也不 會進行搶眼的裝飾，他希望客人關注的是酒本身的味道，並 將日本元素屢屢融入調酒中。本次在香港置地文華東方 MO

通常一家酒吧能提供的雞尾酒大概十多種，但客人未必真正

問：

您曾說過冰的質量與雞尾酒的質量息息相關。

上：

是的。一杯雞尾酒中，有五分之一的水由冰轉化

雞尾酒，也可以被量身訂造為上百種不同的感覺，那樣才能

而來，你必須得控制它的比例。在東京的近郊，

給客人獨特的體驗。

您本人最喜歡的味道是怎樣的？

上：

我並沒有特別喜歡的味道，而且個人的喜好不會影

生產好我需要的冰塊。生產時間越長，冰塊越堅硬。這次在

響到工作。我其實並不喝酒。在味道上，我講求不

香港使用的冰就相對軟一點，就是因為生產得太快了。

有一家專門生產冰的工廠是我的供應商，它通常要兩天才能

同材料之間的平衡，所以唯一關注的就是平衡，而不是具體

及長沼由利子 (Yuriko Naganuma) 準備了 14 款雞尾酒，展

某種口味。我習慣取得中間位置就好。

問：

示了日本元素濃厚的調酒工藝，譬如挑選的基酒包括日本三

聽說您準備在香港開設分店，也會延續東京店沒 有菜單的風格嗎？為什麼您會不設菜單？

我不能吃太辣的食物。譬如東南亞的菜太辣了，以及草藥的

問：

調酒師需要問客人很多問題？如果遇到不了解自

上：

哈哈，這樣的客人還不少呢。調酒師反應得很快

己喜好的客人怎麼辦？

才行，首先先確定他們喜歡的基酒，是金酒還是

威士忌？還是白葡萄酒？然後才是喜歡清新的味道還是重口 味等等。

的冰雕技藝帶來了香港。

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喜歡那些味道，這時候酒水單只成了一本雞尾酒大全，客人 反而很難選擇。但是，當沒有酒水單以後，即使只有 10 款

問：

Bar 的快閃店中，他和調酒師倉上香里 (Kaori Kurakami)

得利的櫻花酒及多款日本威士忌等。除此以外，他還將精彩

酒師而言是一種挑戰。要在很短的時間內掌握客

人的喜好，並調製出令人滿意的雞尾酒，調酒師需要非常紮

會成為一名調酒師。他小時候喜歡的是咖啡，擁有一間咖啡

廳裡點雞尾酒的客人絡繹不絕，每天一杯杯調下去，上野秀

要看情況，我還沒決定。不過，沒有菜單對於調

款雞尾酒的優劣，前面提到，我不會據我個人喜好決定，也

英語應答，這得益於他在美國留學的經歷。語言的便利，十 分有利他在世界各地傳道。

上：

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Luxury Brands Entering the Catering Industry 奢侈品牌進軍餐飲業 TEXT/ 文 Joey Li, Spencer Hua

With gradual expansion of people's consumption demand, cross-border services are increasingly popular among many brands. Especially more and more luxury brands begin doing cross-business expansion, providing services such as hotels, restaurants and cafes. At the same time, consumers tend to enjoy other services with the same brand while buying luxury handbags or other products. In 2014, Prada announced to acquire 80% shares of Milan's traditional pastry shop Pasticceria Marchesi. LVMH Group won the stock of famous café Cova located in Milan's high-fashion district after competing with Prada. In addition, Hermès also owns a coffee flagship store in Seoul, which shows that the restaurant industry has become a hot area of strategic importance.

As Miuccia Prada said, "The most important thing in luxury for modern people is lifestyle, not only products." From selling product to lifestyle, the marketing strategies changed a lot. For example, Hermès's café locates on the second floor of the flagship store in Tokyo's Ginza. When you walk in, you will feel that the distance between you and Hermès is only a cup of coffee instead of a Birkin bag. It was said that this kind of restaurant would be another mean to develop offline experience store. The restaurants opened in many big cities around the world showing a high level in catering industry. This article will focus on introducing the following seven luxury brands' restaurants or cafes.

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隨著人們消費需求的逐漸擴大，品牌的跨界服務也越來越普遍。越來越多的奢侈品牌正在進行跨業務領域擴張，提 供包括服務類型產品如酒店、餐飲和咖啡館。消費者希望購買奢侈品手袋的同時，能吃到同品牌出品的蛋糕以及其它美 食。2014 年，Prada 宣佈收購米蘭傳統糕點店 Pasticceria Marchesi 80% 的股份， LVMH 集團在與 Prada 的競爭中奪得 了坐落在米蘭高端時尚區知名咖啡店 Cova 的股權，此外愛馬仕也有咖啡店在韓國首爾運營，可見餐飲業已經成為眾奢 侈品們的必爭之地。 正如 Prada 第三代掌門人 Miuccia Prada 所言 :「奢侈品對於現代人 , 最重要的不再只是商品 , 而是生活態度。」從 單一產品轉向生活方式的銷售，奢侈品牌的市場策略逐漸發生了比較大的改變。例如東京銀座愛馬仕旗艦店的二樓的 愛馬仕咖啡館，對比樓下琳琅滿目的奢侈品，走進這家咖啡館，感覺跟愛馬仕只剩下一杯咖啡的距離，而不再是一隻 Birkin 包。可以說這一類餐飲店或將成為品牌的另類線下體驗門店，未來還可能與智慧終端機相結合促進品牌銷售，引 領商業模式變革。各奢侈品已經在全球各大城市都有開設飲食門店，其菜式、門店風格也都在餐飲界體現了較高水準， 本文將重點推介以下 7 間奢侈品牌旗下的餐廳或咖啡店。

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Bulgari Restaurant Milano, Italy 意大利，米蘭

Hermès Café Madang Seoul, Korea

Bulgari's restaurant settles in Hotel Milano, which is a simple

韓國，首爾

yet luxury space. It provides ideal surroundings as well as creative inspiration for Roberto Di Pinto to elaborate cuisine that explains the

There is a tall and golden building in Nonhyeon, Seoul. The building,

Italian tradition with creative re-interpretation, showing characteristics

called Maison Hermès Dosan Park, also known as the fourth Maison

of coordination and contrast as well as aesthetics exploring, and giving

Hermès, was designed by RDAI company, and the golden plates outside

customers the purest pleasure. Offering more than 500 kinds of carefully

will look different with the changes of light ray.

selected wine, champagne and sparkling on the wine list, even the

CAFÉ MADANG is on the underground of this building, with a

connoisseurs would be hesitated to choose from. Chef Roberto Di Pinto

Hermès Museum besides it, which reveals the culture history of Hermès.

grew up in Naples, Italy. His culinary knowledge is closely linked to the

The tableware and coffee cups are all from Hermès, but the expense is

historical background of the city, and deeply nurtured by Mediterranean

far lower than a Birkin bag, and in fact, most consumers think that the

cuisine. So his dishes show a strong Napoli food flavor and the exquisite

consumption environment and luxury brand effects make it more than

thought to create family cuisine and delicious traditional Italian cuisine

its worth. Compared with other cafes, with the influence of Hermès

as the new trend in the future.

Museum, the café always gives people feeling of art and fashion as well

寶格麗餐廳位於寶格麗米蘭酒店內，是一個簡單又豪華

as atmosphere of culture, and the books on the shelf are attached with

的空間，它為大廚 Roberto Di Pinto 精心製作的美食提供

bookplates that stand for Maison Hermès.

了理想的佈景。Roberto Di Pinto 的菜肴對意大利傳統進 行了創意的重新詮釋，具有協調與對比、美學探索的特點，

首爾 Nonhyeon 論峴洞有一個幾層樓高且搶眼的金色

為顧客帶來純粹的愉悅。酒單上提供超過 500 種精心挑選

建築，由 RDAI 建築事務所進行設計，外部金色玻璃會

的葡萄酒、各種香檳以及汽酒。可以說，就連品酒行家也會

隨著光線變化而反射不一樣的顏色。這棟樓就是 Maison

挑花了眼。主廚 Roberto Di Pinto 於意大利拿坡裡長大，

Hermès Dosan Park，也是全球第 4 個 Maison Hermès （愛

他的烹飪知識與這個城市的歷史背景緊緊相連，並深深受到

馬仕之家）。

地中海料理的薰陶，以致他烹調的菜色彙聚了濃烈的拿坡裡

愛 馬 仕 的 咖 啡 廳 CAFÉ MADANG 位 於 愛 馬 仕 首 爾

料理風味，以及創制家庭式料理和意大利傳統美味作為未來

Dosan Park 零售店的負一樓，同層還有展示品牌文化歷程

美食新趨勢的心思。

的 HERMÈS Museum，所用的餐具和瓷器均出自愛馬仕， 不用擔心這裡的消費會像 Birkin 包包一樣難以親近，事實 上，雖然這裏咖啡的價格是普通咖啡店的兩倍，但消費環 境和品牌輻射效應讓所有賓客都感嘆物超所值，相比咖啡

Brand Profile 品牌簡介 :

廳，受同層愛馬仕博物館的影響，這裏人文氣息濃厚，更具 愛馬仕獨有的時尚藝術感，咖啡館裡的書籍還會附有象徵

In 1879, the cable Dili o. Bvlgari family immigrated to Naples, Italy. In 1884, he opened a silver shop in Rome, specialized in selling silver carving exquisite. Bvlgari is the world's third largest jewelry brand just after Cartier in France and Tiffany in the United States. Bvlgari jewelry focuses on colours for the design in production and combines a variety of different colours of gems.

Maison Hermès 藏書標誌裝飾的藏書票。

Brand Profile 品牌簡介 : Hermès International S.A., Hermès of Paris, or simply Hermès is a French high fashion luxury goods manufacturer established in 1837, today specializing in leather, lifestyle accessories, home furnishings, perfumery, jewelry, watches and ready-to-wear clothes . Its logo, since the 1950s, is of a Duc carriage with horse.

Nadège Vanhee-Cybulski is the creative director.

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擁有 170 多年歷史的 Hermès ，世代相傳，以其精湛的 工藝技術和源源不斷的想像力，成為當代最具藝術魅力的法 國高檔品牌。探尋這家歷史悠久的法國公司，可以發現許多 有趣的故事：以生產絲巾和領帶而著名的愛馬仕竟然是以生 產馬鞍和馬具起家。

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1879 年，索帝裏歐 ·寶格麗舉家移民到意大利的那不勒 斯，1884 年他在羅馬開了一家銀器店，專門出售精美的銀制 雕刻品。意大利的寶格麗，是繼法國卡地亞和美國蒂芙尼之 後的世界第三大珠寶品牌。寶格麗在首飾生產中以色彩為設 計精髓，獨創性地用多種不同顏色的寶石進行搭配組合，再 運用不同材質的底座，以凸顯寶石的耀眼色彩。

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Brand Profile 品牌簡介 : Chanel is a French privately held company. It is a high fashion house that specializes in haute couture and ready-to-wear clothes, luxury goods and fashion accessories. The House of Chanel is known for the "little black dress", the perfume No. 5 de Chanel, and the Chanel Suit. Chanel’s use of jersey fabric produced garments that were comfortable and affordable.

Chanel 是 加 布 里 埃 · 可 可 · 香 奈 兒（ 一 般 稱 為 Coco Chanel）於 1910 年在法國巴黎創立的品牌。該 品牌產品種類繁多，有服裝、珠寶飾品及其配件、化 妝品、護膚品、香水等，每一類產品都聞名遐邇，特 別是香水與時裝。 其時裝設計永遠保持高雅、簡潔、 精美的風格。Coco Chanel 善於突破傳統，早在 20 世 紀 40 年代就成功地將「五花大綁」的女裝推向簡單、 舒適的設計。

Beige Alain Ducasse Tokyo Tokyo, Japan 日本，東京 The exclusive Chanel restaurant is located in Tokyo, every detail here reveals the fashion philosophy of Chanel. What’s more, the fame of French chef with Michelin Two Stars, Alain Ducasse also attracts many fans to come. The restaurant is named by “Beige”, so the interior decorations are primarily beige, and you will be surrounded by Chanel’s classic elements: double C, camellia flower, tweed and quilting bags.

Alain Ducasse was born in the Southwest of France and he is one of the most famous chefs in the world. There are nearly 30 restaurants managed by him, among them, Louis XV Alain Ducasse in Monaco and other two restaurants in Paris and London were graded as Michelin Three stars(the top ranking). He also got the name “Nine-star chef ” for he’s the first one that owns three-star restaurant in three separate cities.

He developed his dishes to a unique living and dieting art, which makes “Alain Ducasse” become a famous landmark over the world. Actually, he owns 21 Michelin stars and was known as “The best three chefs in France” with Paul Bocuse and Joël Robuchon. 這間全球唯一一家香奈兒餐廳位於日本東京，不僅餐廳 每一個細節都完整呈現香奈兒的時尚哲學，更有法國國寶級 大廚阿蘭·杜卡斯 (Alain Ducasse) 的「米其林二星」加持， 吸引了大批粉絲前往。餐廳以 Beige 命名，室內裝潢也是雅 緻的米白色，來賓從進電梯時起，就被香奈兒的經典元素包 圍：雙 C 標誌、山茶花 logo、斜紋軟呢、菱格紋等都讓進 來的 Chanel 粉絲激動不已。 阿蘭·杜卡斯，出生於法國西南部，是世界最有名的廚 師之一，掌管著全世界近 30 家餐廳，其中他在摩納哥開設 的「路易十五」餐廳，以及在巴黎及倫敦開設的兩間餐廳， 這三間餐廳現時皆獲得著名美食評鑒「米其林指南」評為「三 顆星」，也是在三個不同城市擁有三星榮譽餐廳的第一人， 杜卡斯因此也被稱為「九星名廚」，他發展了一系列獨特的 生活與飲食藝術，使得「艾倫·杜卡斯」品牌風靡全球。事 實上，他名下共有 21 顆米芝蓮星，與 Paul Bocuse 、 Joël Robuchon 並列被稱為法國三大名廚。

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Thomas’s Café London, United Kingdom 英國，倫敦

Brand Profile 品牌簡介 :

Burberry Group Inc. is an English luxury fashion house, headquartered in London, England. Its main fashion house focuses on and distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses and cosmetics. Its distinctive check pattern has become one of its most widely copied trademarks. Burberry is most famous for its trench coat.

Burberry also opened its first brand restaurant near its flagship shop at Regent Street in London, choosing the brand starter Thomas Burberry’s name as its name. It also set a gift corner, which can provide custom-printing service and it will only cost 1 hour. During the waiting hour, you can choose a delicious dinner first.

The restaurant is traditional British with white-and-black color, the inner decoration like tall ceilings, black wood furnitures and marbled

Burberry（ 博 柏 利 ） 擁 有 160 年 的 歷 史， 是 具 有 濃 厚英倫風情的著名品牌，長久以來成為奢華、品質、創新 以及永恒經典的代名詞，旗下的風衣作為品牌標識享譽全 球。在 Burberry（博柏利）首席創意總監克里斯托弗 ·貝利 （Christopher Bailey）的創意理念領導下，該品牌不斷與時 俱進。在充滿現代感和崇尚真我表達的同時，又承襲了最初 的價值理念和 1856 年創立至今的品牌傳統。 博柏利的風衣和香水在世界有很高的知名度。博柏利帶 有一股英國傳統的設計風格，以經典的格子圖案、獨特的布料、 大方優雅為主。除傳統服裝外，博柏利也將設計觸角延伸至 其它領域，並將經典元素註入其中，推出香水、皮草、頭巾、 針織衫及鞋等相關商品。

floors makes the whole environment more elegant and gorgeous, which also fits its location as a subordinate restaurant under a luxury brand.

Christopher Baily, Creative Director and CEO, said that Burberry wished to “create a more relaxing and entertaining social environment to continue the excellent customer experience”. The restaurant provides whole-day traditional British menu, every dish draw materials from local district, such as lobster and Sutton Hoo chicken. Famous dishes here are like lobsters with chips, Salmon with scrambled egg and British afternoon tea. Coffee provided here is Monmounth Coffee, which is known as “the best coffee in London”.

Burberry 也在自己位於倫敦攝政街的旗艦店旁開出 了品牌的第一家餐廳——Thomas's，選用了品牌創始人 Thomas Burberry 的名字來作為店的招牌。店內專門開闢 了 Burberry 禮品區，該區域還提供定制印花服務，只需要 約 1 小時的時間就能完成姓名印花等定制服務，這些原本 要用於乾等的時間除了用來繼續逛 店，現在還能坐下悠閒地吃頓飯了。 整個餐廳是黑白色調的英 倫 古 典 風。 挑 高 的 天 花 板、 黑 色 的 木 質 傢 俱、 大 理 石 地 面 等 內 飾 元素使得整個餐廳看上去質感不 錯， 符 合 其 奢 侈 品 牌 下 屬 餐 廳 的 定位。Burberry 創意總監兼 CEO Christopher Baily 稱，Burberry「希 望能創造一個更輕鬆、更愉悅的社 交環境來延續 Burberry 世界帶給 顧客的體驗」。餐廳提供全天的傳 統英式菜單，每道菜都從英國當地 取材，如龍蝦、薩頓胡雞等，招牌 菜有龍蝦配薯條、三文魚配炒蛋、 英式下午茶等等。這裏提供的咖啡 則是有著「全倫敦最棒的咖啡」之 稱的 Monmouth 老字號咖啡。

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Vanitas Dubai 迪拜 Versace equals the word “quality”, the food also gets a 16th-century Italian aristocratic spirit when Versace cross-border started managing its hotel industry. Palazzo Versace Dubai is referred to “the place where Versace was expanded to a full range of visual and taste experience".

Vanitas restaurant is located on the first floor, opening the elegant door, your attention is constantly caught by the aristocratic spirit. Part of castle ruins occupies the entire wall, filled with vicissitudes, which creates a big contrast with red-colored restaurant. There’re dozens of selections of Italian wines in the wine cooler, as well as a selection of gold Versace hotel Rosenthal tableware, giving the restaurant more innate elegance.

The dishes are served with the rules of standard Italian meal, which divides the dishes into several varieties, like snacks, appetizer, primer plato, Segundo plato and postre. The chef will guard the purchasing and selecting procedure (main materials and ingredients are delivered by air from Italy), and ensure every dish from this kitchen is up to strict standards. All of the dishes are decorated and collocated with a proper arrangement, which reveals the artistic style of Versace. The primer dish like wafer with hummus and zucchini sauce, a street food in Dubai, becomes a delicate dish after the chef ’s careful cooking and Rosenthal dinnerware’s decorating. 範思哲，品質的同義語，當它跨界酒店業後，麾下的美 食，也便擁有了與眾不同的 16 世紀義大利貴族氣質。迪拜 的範思哲宮殿酒店（Palazzo Versace Dubai) 被稱作「將範 思哲品牌打造成全方位視覺味覺體驗的地方」。Vanitas 餐 廳位於酒店一層，推開雅致的餐廳大門，唯我獨尊的義大利 宮殿氣質便撲面而來，佔據整面牆的城堡遺址壁畫寫滿了滄 桑，與餐廳鮮紅的主題色調形成鮮明對比，酒櫃裡數十款精 選的義大利美酒，以及範思哲酒店精選的金色盧臣泰餐具， 更為這種與生俱來的高貴，增添了雍容厚重的質感。 Vanitas 餐廳的上菜標準和標準意餐一樣，分為小吃、 開胃菜、第一道菜、第二道菜、甜點等數個品種 , 主廚會嚴 格把關食材的採購和甄選環節（主要食材和配料均從義大利 空運而來），保證廚房的每一道出品都達到最嚴格的標準 ——選料新鮮，品質上乘。在這裡，所有的菜品不但搭配條 理錯落有致，就連擺盤，也是精緻優雅的範思哲式唯美風範。 大菜未至，配鷹嘴豆醬、西葫蘆醬的薄脆就已經先聲奪人， 這道小吃本是迪拜普通小吃店最常見的美味，但在盧臣泰餐 具的陪襯及酒店的廚師的精心調理下，立即華麗轉身，披上

Brand Profile 品牌簡介 : Gianni Versace, usually referred to as Versace, is a worldfamous Italian luxury fashion company and trade name founded by Gianni Versace in 1978. The main collection of the brand is Versace, which produces upmarket Italianmade ready-to-wear and leather accessories. Gianni Versace chose Medusa as the logo because she made people fall in love with her and they had no way back. He hoped his

company would have the same effect on people. The Versace brand is known for having flashy prints and bright colors. 該品牌創立於 1978 年，品牌標誌是神話中的蛇妖美杜莎 （Medusa），代表著致命的吸引力。範思哲的設計風格非常 鮮明，獨特的先鋒藝術表征讓他風靡全球，他強調快樂與性 感，領口常開到腰部以下，拮取了古典貴族風格的豪華、奢 麗，又能充分考慮穿著舒適及恰當的顯示體型，在考慮不同

貴族般華美的舞裙。

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的人的所需的同時更是一直堅持自己的風格。範思哲善於采 用高貴豪華的面料，借助斜裁方式，在生硬的幾何線條與柔 和的身體曲線間巧妙過渡，範思哲的作品等都以線條為標誌， 性感地表達女性的身體，比起其他的品牌更提高了一個層面。 範思哲標誌設計運用象征的手法，采用神話中蛇妖美杜 莎的造型作為精神象征所在，汲取古希臘、埃及、印度等的 瑰麗文化打造而成。美杜莎代表著致命的吸引力，它象征著 範思哲不僅有著超脫歌劇式的華麗，極強的先鋒潮流藝術特 征受到世人的追捧。

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Vivienne Westwood Café Shanghai, China 中國，上海

Gucci Ristorante & Caffè

As one of the world’s best designers, Vivienne Westwood not only

Florence, Italy 意大利，佛羅倫斯

focuses on fashion industry. She also opened a café in K11 Mall of

Back to 10 years ago, Gucci opened its first restaurant in Florence,

Gucci 第一次涉足餐飲行業大概是在 10 年前 ,2006 年

Italy, as a component of the Gucci Meseo, named Gucci Ristorante &

為了配合意大利佛羅倫斯的 Gucci 博物館 , 一樓特別開設了

Caffè. It serves drinks and healthy food, functioned to enrich the brand

露天咖啡館 , 名字叫做 Gucci Ristorante & Caffè , 除了飲

experience of Gucci by cooperating with Gucci bookstore, gift shop and

品 , 還提供多種健康餐點。同時它也與周圍的書店、禮品店

theatre.

及電影院一起形成複合型的品牌體驗空間。

From the iconic brown and dark red colors of Gucci, the café was

從 Gucci 本身的棕色、磚紅色特點出發 ,Gucci 將自己

designed with the idea of 1960s retro, which created a warm color tone

的咖啡館打造出濃郁的 60 年代復古感受。溫暖的色調受到

that is popular among female customers. Also, there are many details

廣大女性顧客的喜愛。除此之外 , 在 Gucci 咖啡館中 , 最值

worth to be identified in Gucci café. The double G logo is showed

得探索的就是帶有 Gucci 標誌的細節。比如 G 花紋巧克力、

everywhere including chocolate, latte, tiramisu and the leather menu.

G 花紋提拉米蘇和 G 花紋的皮質菜單。

Few years later after Gucci Ristorante & Caffè, Gucci expanded

其後 ,Gucci 的餐飲業務擴大到亞洲 , 它在日本東京銀

its restaurant industry to Asia. In Gucci Tower in Ginza, Tokyo, Gucci

座的 Gucci 大廈 (Gucci Tower in Ginza) 開設了 Gucci Café

opened Gucci Café Ginza, which provides coffee and light meals.

Ginza。主營業務除了咖啡 , 還有簡餐。

Last year, Gucci set its third restaurant in Shanghai, named 1921

然 而 隨 著 去 年 Gucci 餐 廳 于 上 海 開 業， 名 為 1921

Next to the boutique of Vivienne Westwood, this café has an open area decorated by traditional English tea pots on its right side. The whole café is mainly separated by two areas, “Studio” of backstage behind fashion show and “Tea house” of France in 18 century. In “Studio”, a white background expands from wall to the floor, and the design of “Tea house” is using the “Trompe l'oeil” technique with chandelier and fancy wall paper to create a feeling of 18 century’s French palace. The glass wall that separates those two areas, has a big clock with the writing of “Worlds End” on it. This clock has 13 hours notation, and the indicators move counterclockwise in a fast frequency. Vivienne explained that this idea indicates the rebellious clock born with every person’s life.

The two iconic factors of Vivienne Westwood, Saturn ring and the recognizable grids, are everywhere in the café, from plates to cup, from cake to latte.

Gucci. The restaurant was also decorated by dark woods and gold tone

Gucci。餐廳延續了一貫的深色木質與金色色調，菜單為義

garnish, serving Italian food. The furniture and tableware are derivatives

大利風味。餐廳包括咖啡區、酒廊、主用餐區及露台。室內

of Gucci Café Ginza. There're coffee area, bar, main dining area and

的設計由 Gucci 意大利總部操刀 , 所有的傢俱也都由設計師

Vivienne Westwood 作為世界頂級設計師之一，不僅

terrace inside. The inside decoration and furniture are custom made

獨立設計並定制完成 , 除了少量大理石 , 所有的一切 , 全都

在時尚領域風生水起，近來又開起了咖啡店。2015 年 4 月

by designers from Gucci headquarter. Except from some marble, all

來自意大利。

20 日，全球首家 Vivienne Westwood Café 在上海 K11 購 物中心正式開業。

materials are from Italy.

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Shanghai recently .

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毗鄰 Vivienne Westwood 門店 , 這家咖啡店入門右側 是以英式傳統茶罐裝飾的開放式廚房。整間 Café 主要分 成兩個不同主題的區域 , 以時裝秀後台風光為題的「攝影 棚」, 以及充滿 18 世紀法國風情的「茶室」。「攝影棚」 區域中 , 白色的背景紙從牆面延展至用餐區的地板 ; 在「茶 室」設計上則運用了其時裝作品中經常出現的錯視手法 (Trompe l'oeil), 華麗的水晶吊燈和壁紙給人一種身處 18 世 紀法國宮廷的感覺。而分隔兩大主題的玻璃牆上掛著一個 寫著「Worlds End」字樣的大鐘。 這個大鐘有著 13 個小 時 , 時針與分針快速地以逆時針方向轉動。 在倫敦 King's Road 430 號 , 即 Vivienne Westwood 于 1971 年與朋克之父 Malcolm McLaren 所開的第一間店就叫 Worlds End, 且門 外就有一個 13 小時的逆轉時鐘。 Vivienne 解釋說 , 每一個 人心中與生俱來都有著一個像這樣的叛逆時鐘。 Vivienne Westwood 品牌簽名式的土星環標誌和格子 圖案無處不在 , 你便會在瓷盤和茶盤架上發現它們的蹤跡 , 就連下午茶中的蛋糕也打著土星環的標誌。

Brand Profile 品牌簡介 : Westwood went on to open four shops in London, eventually expanding throughout the United Kingdom and the world, selling an increasingly varied range of merchandise, some of which can be linked to Vivienne Westwood’s many political causes such as the Campaign for Nuclear Disarmament, climate change and the civil rights group Liberty.

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Shanghai Tang Café Shanghai, China 中國，上海 The first Chinese luxury brand Shanghai Tang also opened its first restaurant that reveals brand’s concept greatly. The environment extends the brand spirit, which is not only full of traditional Chinese elements, but also trendy and gorgeous. The restaurant mainly provides local foods, located in an old and peaceful stone house, besides downtown area. Bright colours are decorated in the main black colour, and the decorations in the restaurant are all traditional Chinese handicraft-like silk fabrics, embroideries and colourful lacquers. With lively colours and florid design, the glamour and charm of old Shanghai city and delicate eastern disposition can be briefly shown.

The dishes also combine traditional and trendy characters, just like the decorative style. The chef Jereme Leung is one of those leading examples. The Hong-Kong born chef made waves as Chinese executive chef at the Four Seasons Hotel Singapore. Baby yellow fin fish roulade poached in rice wine brine, braised duck with brown sauce, Leung also makes traditional dishes trendy and creative, such as Stir-fried Diced Beef in Vietnam style and grilled codfish with scallion or all kinds of innovative cocktails, which reflect unique innovation, bright and strong colours, wise humour and deep culture.

The success of Shanghai Tang is also owes to the traditional foods it provides, obviously, the foods are more popular among local people.

Ken Grant, the director of Shanghai FDKG Insight, said, “It’s very expensive to open a restaurant, but to Chinese customers, eating as a kind of entertainment is not only a way to allay their hunger, they also have requirements as gastronomists. So they prefer Chinese dishes than international foods, and that’s a challenge for some restaurants as well.” 作為中國第一家奢侈時尚的先鋒品牌「上海滩」的全球 首家品牌概念餐廳，上海這家餐廳的環境延續了上海滩的品 牌精神，時尚、鮮明，卻又富含中式元素，主要經營創意本 幫菜。餐廳位於鬧市區旁邊一所幽靜的老式石房子裏，內裏 由大膽的色塊搭配整體的黑色調，餐廳飾品都是中國傳統手 工藝製品如絲綢、刺繡、漆木，配以生動的鮮豔顏色與絢麗 的設計項目，老上海的華麗與時尚略顯一二，展現了精緻細 膩的東方氣質。 這裡的菜品也與裝修風格一樣，既傳統又新式，由名廚

Brand Profile 品牌簡介 :

梁子庚先生為這裡度身打造， 無論是上海特色的糟香黃魚

Shanghai Tang is a Hong Kong-based international clothing chain company, founded in 1994 by Hong Kong businessman David Tang. In 1998, Richemont acquired David Tang's controlling stake in the business. David Tang stated that Shanghai Tang is a Chinese label that set out to rejuvenate Chinese fashion of the 1920s and 1930s. The fundamental design concept is inspired by 1920s Cheongsam combined with the modernity of the 21st century. The brand is noted for its use of bright colors.

卷、醬鴨、獅子頭，還是帶有創新的越式牛仔粒、蔥香烤鱈 魚，或是獨具匠心的各色雞尾酒，都映射出其所蘊含的獨特 的活力、鮮明的用色、睿智的詼諧及深厚的文化。 Shanghai Tang 的成功也許是因為該餐廳提供中國菜， 這無疑更受當地食客歡迎。上海 FDKG Insight 總監 Ken Grant 對媒體表示：「開餐廳的費用非常昂貴，而對中國消 費者而言，食物雖然只是一種社會消遣，但他們並不總滿足 於一般的充饑食物，他們是一群美食家對美食有要求，他們 知道自己喜歡和不喜歡的食物，並相對於國際美食，他們更 傾向於中國菜式，這可能是一個問題所在。」

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Shanghai Tang（中文名：上海滩）是中國品 牌。始終秉持之設計理念是復興中式傳統並融合時 代流行。從坐落於港島的一間絢麗懷舊的藝術裝修 風格的門店開始，Shanghai Tang 逐漸發展為充 滿中式時尚的現代生活方式品牌。Shanghai Tang 現有門店 39 家，足跡遍布香港、北京、新加坡、 上海、紐約、巴黎、倫敦、東京、馬德里等大城市。 來自東西方的國際設計師工作班底，致力於為顧客 創造摩登、舒適、精致且富含中國元素的服飾系列， 同時提供各種精美配飾和家裝飾品。

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Aman Sveti Stefan Edit / ç·¨ Spencer Hua

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I

n a country famed for its beauty, the most iconic images associated with Montenegro are of the tiny islet named Sveti Stefan. Attached to the coast by a narrow isthmus, the island lies across the bay from

Villa Milocer and the resort’s stand-alone Aman Spa. Together these historic sites comprise Aman Sveti Stefan.

Once a fortified village dating back to the 15th century, the island of Sveti Stefan is a uniquely atmospheric setting of cobbled lanes, quaint courtyards and remarkable sea views. The open-air square at its centre – the Piazza – is the heart and soul of the village and features a number of dining venues including an enoteca, taverna and antipasti bar.

There are two swimming pools on the island. One is set on a cliff overlooking the Adriatic Sea,surrounded by a wooden deck with sun loungers and tables for casual dining. The main swimming pool is situated alongside the pitched roof of the rebuilt Church of Alexandar Nevski. Guests can enjoy a range of light meals and drinks poolside, with exceptional views across the bay.

Housed in sturdy stone structures, Aman Sveti Stefan offers 50 rooms, cottages and suites on the island, all accessed via individuallynamed stone footpaths and staircases which follow the organic contours of the village.

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Accommodation on the island is divided into Village Rooms,

Marija, Villa Milocer is an integral part of Aman Sveti Stefan and houses

Adriatic Suite and the Sveti Stefan Suite. Every room, cottage and suite

a number of elegant suites. Overlooking Milocer Beach, this storied

on the island is completely unique, just as one would expect from a place

stone manse is surrounded by more than 800 olive trees and embraced

which evolved from a 15th century fortress.

on three sides by ancient cedar and pine forests.

Priority in designing the interiors was given to preserving the original

feature parquet floors warmed by woollen rugs and a fireplace. Each of

especially for the island and much of the detailing, from the latches to

the suites has a Juliet-style balcony with views either over the sea towards

the doors and windows, is based on what would have been on the island

the island of Sveti Stefan or of the gardens.

Rooms, cottages and suites are decorated in a subtly elegant fashion,

Aman Sveti Stefan has several dining options on the mainland. These include the Beach Café which is located in a secluded spot near Villa

providing every modern comfort whilst retaining the historic air and

Milocer. Shaded by cypress and olive trees, the al fresco setting is ideal

ambience of the island. Cottages offer a spacious bedroom with king-

for informal dining throughout the day.

size bed, an adjacent living room with writing desk and a generouslyproportioned bathroom with twin vanities.

The Sveti Stefan Suite has its own private swimming pool and exceptional sea views. The private sitting room features a fireplace, ideal

MOUTAI Magazine

Villa Milocer offers a total of eight suites. The six spacious suites

walls to remind one of the village’s origins. Furniture was designed

originally.

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for the cooler months of the year. Once the summer residence of Queen

Cottages, Deluxe Cottages, Seaview Terrace Cottages, Grand Suites, the

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Other facilities in Villa Milocer include the comfortable living room with its large picture windows, the spacious meeting room and the elegant library which offers a wide selection of books in several languages. Villa Milocer provides easy access to Queen’s Beach, situated

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in the next cove from Milocer Beach. The property’s extensive, stand-

the six spa cottages scattered over Sveti Stefan Island, which also offers

alone Aman Spa is situated just back from the beach, surrounded by

another gym.

rolling lawns and verdant forests.

The Aman Spa offers its own indoor heated swimming pool, housed almost completely in glass. The pool is 24 metres long and extends

spectacular interior of the country. These include boating on the

outdoors for an additional eight metres. Utilising Aman resorts’ unique

Adriatic, visiting the old towns of Budva and Cetinje and the beautifully-

chemical free product range, the Spa offers an extensive treatment menu

preserved baroque city of Perast, discovering peaceful Skadar Lake and

to be enjoyed in four double treatment suites.

exploring the bay of Kotor, a world heritage site. Cycling, bird watching

The Aman Spa also provides three hydrotherapy rooms, each with a sauna, steam shower and cold plunge pool. The Spa’s fitness centre

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Aman Sveti Stefan offers personalised guided excursions to scenic and cultural attractions along the Montenegrin coast and into the

and wine tasting can also be arranged.

For more than 600 years the island of Sveti Stefan has been home

includes a comprehensive 140-square-metre gym, a fully-equipped

to a cluster of stone cottages and churches with cheerful red-tiled roofs

pilates studio and a yoga studio with floors that can be heated in winter.

tucked amongst hardy evergreen trees. Today the village has been reborn

Guests can also enjoy a range of massage and body treatments in one of

as Aman Sveti Stefan.

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How to

RIGHTSIDE-UP:

RIGHTSIDE-BELOW:

Robert Mapplethorpe (1946-1989)

Robert Mapplethorpe (1946-1989)

Andy Warhol,1986,Gelatin silver print

Self-Portrait,1985,Gelatin silver print

Image: 48.9 × 48.9 cm

Image: 38.7 × 38.6 cm

Los Angeles County Museum of Art and J. Paul Getty Trust 2011.30.30

Jointly acquired by the J. Paul Getty Trust and the Los Angeles County

© Robert Mapplethorpe Foundation. Used by permission.

Museum of Art, with funds provided by the J. Paul Getty Trust and the David Geffen Foundation 2011.7.21 © Robert Mapplethorpe Foundation. Used by permission.

如何在舍布魯克大街正確地投資時間

Invest Your Life 10 Hours’ Art Immersion with

Beautifully Montreal Museum of Fine Arts

in Rue

UP:

Robert Mapplethorpe (1946-1989)

Los Angeles County Museum of Art; partial gift of The Robert Mapplethorpe

Calla Lily,1988,Gelatin silver print

Foundation; partial purchase with funds provided by the J. Paul Getty Trust and

Image: 49 × 49 cm

the David Geffen Foundation 2011.9.26

Jointly acquired by the J. Paul Getty Trust and the

© Robert Mapplethorpe Foundation. Used by permission.

蒙特利爾美術館 , 融於藝術的 10 小時 TEXT/ 文 Erika Leung 梁倩 IMAGE/ 圖 Montreal Museum of Fine Arts

Sherbrooke 68

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What would be the focus of a temporary exhibition? What would the curators like to share with us? Who combined a church with a museum? Why Bourgie Hall and its performances can’t be missed? How to link a lunch with art? How could a gift shop and bookstore could surprise you?

Let's curiously explore it, invest your time and money in MMFA, like old North Americans. 展覽要看哪些重點？策展人的思路視角是什麼？是何人把教堂和美術館結合在一起？ Bourgie Hall 和它的演出 為何不能錯過？吃個飯也能跟藝術有關系？禮品店和書店能帶來什麼驚喜？ 讓我們懷著好奇心一起來看看，如何像當地人那樣，漂亮地把時間和金錢花在美術館上。

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L

andmark in Sherbrooke Street as it is, the MMFA welcomes a million visitors each year. Quebec’s most visited museum, it is one of the most popular museums in Canada and ranks

twelfth among art museums in North America. Its innovative temporary

exhibitions combine artistic disciplines (fine arts, music, film, fashion and design) and are circulated to museums around the world. Its encyclopedic collection, which is on display in four (to be five soon) pavilions, includes international art, world cultures, decorative arts and

design and Quebec and Canadian art. The Museum complex includes a 444‐seat concert hall. The MMFA is also one of Canada’s leading publishers of art books in English and French, which are distributed internationally. The Michel de la Chenelière International Atelier for Education and Art Therapy, the largest educational complex in a North American art museum, will be housed in the future Michal and Renata Hornstein Pavilion for Peace, which will be inaugurated in November 2016.

10 am in Rue Sherbrooke is quiet and peaceful, neither too many wanderers, nor tourists. The road renovation is coming to an end and the road blocks in Avenue du Musée have been removed day by day. At this moment, if you find yourself outside the Michal and Renata Hornstein Pavilion, allow yourself to walk across the street to the contemporary building formed with steel and glass, in a silhouette of the pyramid outside le Lourve, where is called Jean-Noël Desmarais Pavilion, please enter it.

Check your bags, invest $75 CAD or more to become VIP donator of the museum (with unlimited access all year round, invitation to preview, etc. smart as you are, you may have already donated via its official website). Now, allow us to invest 6 hours in the world-famous temporary exhibitions with a pass.

Dining in Art: Enjoy a Lunch in LE BEAUX-ARTS RESTAURANT 3 hours journey with Mapplethorpe may have fed your soul, immersed your brain and artistic vision. However, you may recognize the desire of sitting for one hour to chill yourself, no matter what the next step is, whilst going downstairs.

No more exhibitions surrounded. To pamper your body and stomach in the Beaux-Arts Restaurant could not be nicer. If you are too eager to plunge into art, you could find yourself surrounding by body of copied works and the decorative arts. If you thirst to share your views, the chef and waiters/waitresses may surprise you.

“Specifically for the Beaux-Arts Restaurant I have prepared a menu based on local products and seasonal market-fresh ingredients. I invite you to come and taste the offerings from this initial menu, which will

RIGHTSIDE:

change with the seasons.” Laurent Godbout, the new head chef of the

Robert Mapplethorpe (1946-1989)

Beaux-Arts restaurant, said.

He is a notable chef who owns Chez l’épicier in Montreal and Palm Beach.Known for his creativity, he offers a cuisine inspired by the tastes of Quebec but adding a multicultural touch and the latest international

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Phillip Prioleau,1982,Gelatin silver print Image: 38.8 × 38.8 cm Promised gift of The Robert Mapplethorpe Foundation to the J. Paul Getty Trust and the Los Angeles County Museum of Art © Robert Mapplethorpe Foundation. Used by permission.

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trends. He uses only seasonal products to guarantee perfect freshness.

new building, the Michal and Renata Hornstein Pavilion for Peace, will

A cream for light lunch, smoked trout, poached egg, caviar with

be inaugurated on November 9, 2016.

herb purée, plus a Montreal-smoked-meat egg roll, dill pickle jelly and

Have a great time in wandering around, scuds.

maple mustard, would be a good choice of light lunch. If you need to

Fill your life with Art

be energized till late evening, add one green-pea risotto, mozzarella di bufala, Iberico ham and preserved lemons. You can struggle for a while between a glass of rose champagne and an Avocado cheesecake with

The last 1 hour should be reserved for the Museum Boutique and

pineapple comfit and Tonka bean emulsion, before ordering them both,

Bookstore, where there are more than 200 titles to its credit, a wide

like I would do.

selection of original, high-quality gift ideas from a variety of countries,

A VIP could enjoy 15% off discount, without which you would still

at prices for every budget. There are beautiful items for your home and

be happy for such a fine dining experience.

table, as well as sculptures, textiles, jewelry and contemporary creations.

Many of these pieces come from Africa, Asia and South America, and

What scuds must have: A walk to appreciate the architecture

echo the diversity of the Museum’s collection or current exhibitions. The Museum Boutique features objects with a clear connection to art and design, with particular emphasis on the creations of Quebec artists and artisans.

Scuds may doubt about spending 6 hours on 2 exhibitions only. Yes

Worry-free about the luggage weight as you are, a whole collection

it is indeed a bit pitiful, as the complex of the museum itself is indeed a most outstanding exhibition. As a cultural forum, the Museum has

of South American artist may be already in your shopping cart. If you

established close ties to its city--a city where Europe and the America

would also agree to engage with Toulouse‐Lautrec and Mapplethorpe’s

meet and a haven for survivors of tragedy--becoming an immense

books published in connection with the exhibition, don’t forget

complex soon after150 years of its foundation measuring 50,000 square

Pompeii’s collection-related publication.

metres and comprising four pavilions built in 1912, 1976, 1991 and 2011, with more to come.

The Museum’s architectural evolution is fairly uncommon. Most North American and European museums occupy uniform, seamless space, often in a large park a little away from the downtown core. The Montreal Museum of Fine Arts, however, developed as a series of separate buildings, or pavilions. This unusual concept has helped shape its personality and created its distinctive image. The Museum has always

LEFTSIDE:

adapted to its ever-changing environment and managed to maintain

Robert Mapplethorpe (1946-1989)

each of the elements that make it what it is.

Melody (Shoe),1987,Gelatin silver print

Over the years, the Montreal Museum of Fine Arts had grown. It had

Image: 48.9 × 49.2 cm Gift of The Robert Mapplethorpe Foundation to the J. Paul

expanded, pavilion by pavilion, like a miniature city within the city. Its

Getty Trust and the Los Angeles County Museum of Art

different buildings even offer a capsule history of Montreal architecture,

2012.52.22

beginning with the Maxwell brothers’ classical temple in 1912, and

© Robert Mapplethorpe Foundation. Used by permission.

continuing with the elegant Norton Addition in 1939, Lebensold’s radical concrete geometry in 1976, and Safdie’s light-filled monumental

LEFTSIDE:

arch in 1991.

Robert Mapplethorpe (1946-1989) Patti Smith,1978,Gelatin silver print

Avenue du Musée is aptly named since on its west side are no less

Image: 35.3 × 35 cm

than four Museum buildings ascending the mountain in an unbroken

Gift of The Robert Mapplethorpe Foundation to the J. Paul Getty Trust and the Los Angeles County Museum of Art

line from Sherbrooke Street: the 1912 pavilion, the Norton Addition,

2012.52.28

the Liliane and David M. Stewart Pavilion, and the house that used to

© Robert Mapplethorpe Foundation. Used by permission.

contain the art school. The perimeter of the museum is embellished by the Max and Iris Stern Sculpture Garden. The Erskine and American

RIGHTSIDE:

Church faces the Sculpture Garden on the other side of Avenue du

Robert Mapplethorpe (1946-1989) Louise Bourgeois,1982,Gelatin silver print

Musée.

Image: 38.2 × 37.9 cm

Soon, there will be a fifth pavilion devoted to international art

Promised gift of The Robert Mapplethorpe Foundation to the J. Paul Getty Trust and the Los Angeles County

and education, thanks to a major gift of some seventy-five old master

Museum of Art

paintings from the collection of Michal and Renata Hornstein, who have

© Robert Mapplethorpe Foundation. Used by permission.

made regular donations to the Museum over the past thirty years. This

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蒙特利爾美術館位於加拿大魁北克省蒙特利爾，是魁省

你也不會後悔這個 Fine dining 的體驗。

以至全加拿大最受歡迎的美術館，每年參觀人次逾百萬，位

飛毛腿們不能錯過：欣賞建築群走一遍

居北美洲所有美術館排名第十二位。 美術館的特展，創新地連結藝術學科（美術，音樂電影， 時裝與設計）， 流傳於世界各地的博物館。 4 個（即將變成

飛毛腿們也許會有意見，只看兩個展覽算什麼？

5 個）展館，展出百科全書般的館藏，囊括國際藝術、世界

是的這真的不算什麼。因為蒙特利爾美術館建築群本

文化、裝飾藝術與設計、魁北克與加拿大的當地藝術。美術

身就是一個精采絕倫的建築藝術展。作為一個文化論壇，蒙

館建築群包括一個 444 個座位的交響音樂廳。蒙特利爾美術

特利爾美術館與在地－歐洲與美洲相遇之處，悲劇倖存者

館也是加拿大最領先的英語與法語藝術書籍出版商之一，出

的天堂－建立了密切的聯繫。開館 150 年後，它成為了接

版物暢銷世界。米歇尔·德·拉·香納里葉爾教育與藝術治

近 50000 平方米、 包括四個展覽館（分別落成於 1912 年、

療工作室，北美最大的、位於美術館內的教育綜合體， 落

1976 年、1991 年和 2011 年）的巨大的複合體，伴隨著更多

戶於米夏尔和雷娜塔·赫恩斯坦和平展覽館，開幕儀式定於

的驚喜。

2016 年 11 月。

美術館建築的發展史是相當罕見的。大多數北美和歐洲

舍布魯克大街的上午 10 點鐘是不動聲色的，人不會特

的博物館佔據了統一的、無縫的空間，往往在鬧市中心位置

別多，遊客也是。隨著道路整修的完成，博物館大街上的路

稍偏一點點的、一個大型公園裡面。然而，蒙特利爾美術館

障逐一拆除，如果你已經找到了米夏尔和雷娜塔·赫恩斯坦

發展成一系列的獨立建築物或展館。這種不尋常的概念有助

展覽館，請勿猶疑，徑直走到馬路對面去。那個甚有羅浮宮

於塑造其個性和創造了它的鮮明形象。它總能夠適應其不斷

外玻璃金字塔靈感的當代建築，是尚－諾埃 · 德斯馬萊展館

變化的環境並保持每個成就它的關鍵元素。

的一部分，美術館的正門所在。

經歷多年，從一個展館到更多的展館，蒙特利爾美術館

推門進去，存包，以 75 元加幣或更多， 成為美術館會

已成為城市中的微型城市。不同的建築物，可說是一部濃縮

員（全年無限次免費參觀、受邀參觀預展），現在，讓我們

的蒙特利爾建築發展史。始於 1912 年麥克斯韋兄弟的古典

手持 VIP 證，向美術館蜚聲國際的特展投資我們的 6 小時。

廟宇，續以 1939 年諾頓的優雅建築、1976 年雷本斯侯的激 進的混凝土幾何，與 1991 年薩夫迪的採光充足的巨大拱門

在美術館同名餐廳裡好好吃飯

建築。 恰如其名，博物館大街位於四個連綿不絕的展館建築西

展覽如果讓你飽了靈魂、無論思想上還是藝術視角上都

側，從舍布魯克大街通往皇家山：1912 年展覽館，諾頓加

被充分擴張，在拾級而下的時候，你也許需要整整一個小時

建部份，利利安和大衛·M·斯圖爾特展覽館到藝術學校所

的靜坐放空，無論你的下一步打算做什麼。

在之處。美術館的周邊由馬克斯和 Iris·斯特恩的雕塑花園 點綴。厄斯金與美國聯合教會教堂在博物館大街另一側，面

非常不建議繼續看展覽，這時候你需要在美術館的同名

對雕塑花園。

餐廳撫慰一下你的身體。如果對於藝術表示戀戀不捨，那麼 在美術餐廳你依然可以與展品復刻作一起待著，與部份應用

得益於米夏尔和雷娜塔·赫恩斯坦（他們在過去 30 多

藝術作品一起待著。如果你此刻迫切地需要和人聊聊天、說

年定期捐助美術館）捐贈的一大禮物－過往大師經典畫作，

說你的觀後感，那裡的大廚和侍應生也許能夠給你驚喜。

美術館很快將有第五個展覽館為國際藝術和教育致力。這座 新的大樓名為米夏尔和雷娜塔·赫恩斯坦和平展覽館，將在

「我特別為美術餐廳準備的餐單，以當地的出產和當時

2016 年 11 月 9 日舉行落成典禮。

得令的新鮮食材為基礎。我邀請你來一嚐餐單上的出品，它 將隨季節變化而更替。」羅蘭·戈德布特，餐廳新任主廚如

將藝術注入生活

是說。 這 位 名 廚 在 蒙 特 利 爾 和 棕 櫚 灘 擁 有 名 為「Chez

最後的 1 小時，要留給美術館的禮品店與書店。超過

L'épicier」的餐廳。他的創意聞名遐邇，出品不但有魁北克 風味為靈感，而且啟發性地融入了多元文化和國際最新潮流。

200 種不同的選擇，涉獵範圍之廣、 質量之高、來自國家之

他僅使用當季食材，以保證完美的新鮮感。

多，折射出蒙特利爾的多元。從家品到雕塑、珠寶、當代藝

點一份薰鱒魚忌廉湯配荷包蛋、魚子醬與新鮮即製的香

術作品，從藝術家到設計師作品、特別是魁省當地藝術家與

草漿，加上一份蒙特利爾煙燻肉蛋捲配蒔蘿泡菜凍和楓糖芥

匠人的創作，琳琅滿目。

末醬汁作為一個輕午餐。如果需要更多體力堅持到晚上，不

對行李重量不掛懷的你，也許會把一整套南美洲藝術家

妨加一份青豌豆意米燴飯配莫札里拉水牛奶酪、伊比利亞火

的家飾作品搬回去。又或者你會決定把美術館為圖盧茲 ·

腿和醃製檸檬。你可以在一杯粉紅香檳或是一客鰐梨芝士蛋

勞特累克展特別推出的紀念畫冊搬回家，另加一整套梅普爾

糕配糖漬菠蘿和湯加豆醬汁的選擇裡猶豫片刻，然後索性兩

索普的攝影集。這樣的話，請千萬再多買一本關於龐貝展覽

者都點，像我那樣。

的圖書，它同樣是特展的一員。

以美術館 VIP 的身分有 15% 折扣，但是即便沒有折扣，

74

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75

Can Different Taste Buds Communicate with Each Other? 不同的味蕾可以交流嗎？ TEXT/ 文：Dong Tiezhu

to build a Chinese-style palace in Bavaria

considered Chinese liquor part of their life;

沒聽說有商船大量做食品或是酒水的生

through imitating the Old Summer Palace.

various kinds of baijiu are not sold well in

意。當時巴伐利亞的公爵路德維希二世

Today's Fort Augustus at Bruehl near Cologne

Western supermarkets; more often they are

——也就是天鵝堡的主人——對中國特

was built by the Bavarian noble (although

not listed in supermarkets at all. In this reality,

別感興趣。他不但從中國買了不少書，而

Cologne doesn't belong to Bavaria) and

there is still a very long way for baijiu to march

且宮殿裡用了不少中國式的壁紙和瓷器，

involved many Chinese elements; however,

towards the world. Perhaps one day, Westerners

甚至希望模仿圓明園在巴伐利亞也建造

the Europeans would never use porcelain to

will directly use baijiu to refer to Chinese liquor. 我在美國待了多年回國之後，身邊的

Chinese tea with Chinese tea cups, they

就是當年的巴伐利亞貴族建造的（儘管科

would like to add a little milk into the tea….

人都默認我的英語很好。說實話，在美國

隆並不屬巴伐利亞），裡面就有濃厚的中

Therefore, although western sinologists

讀了博士教了大學，英語還過得去，但是

國元素。然而當時的歐洲人並不會用中國

represented by Kubin have repeatedly stressed

如果去超市，總有那麼一塊區域，裡面的

的瓷器來裝水餃，用中國的瓷杯和茶葉品

the influence of Chinese culture in Europe, it

東西有一半我叫不太出來。這塊地兒就是

茗，也要往裡面加上一點牛奶……

is certain that even the one very interested in

賣吃的。照理說，去超市大多都會買吃的，

因此，儘管以顧彬（Kubin）為代表

Chinese culture, such as the philosophy master

再加上每週都會去超市，我對貨架上的東

的西方漢學家們一再強調中國文化對歐

Leibniz or the literary giant Goethe, wouldn't

西應該很熟悉才對。不過事實是，那些年

洲的影響，然而可以肯定的是，即使是像

like to eat fermented tofu or marinated pork

在美國，無論在加州還是南卡，我一直分

萊布尼茲或是歌德這樣對中國文化非常

intestines. In this sense, the change of tastes

不清也不想分清楚那麼多種類的芝士那

感興趣的哲學大師或文學巨匠，他們也不

is even more difficult than that of ideas.

麼多種香料到底叫什麼有什麼不同，因為

會愛吃臭豆腐或是鹵大腸。從這個意義

In the change of tastes, it is particularly

在我的廚房裡根本就不會用到它們。 買吃的東西，我大多會到中國超市。

difficult to change people's preference for

來說，味蕾之間的交流比思想之間的交流 還要困難。

liquor. Westerners are particular about

什麼榨菜、鹹肉、老乾媽，都要在中國超

而在味蕾的交流之中，酒的交流尤為

accompaniments when drinking wine. Since

市才能買到。國內各種品牌的食物號稱遠

困難。西方人喝葡萄酒講究配菜，既然在

the Chinese cuisines in the West are mainly

銷美國的，大約都只是漂洋過海到了在新

歐美的中國菜主要仍然是華僑們在消費，

consumed by the overseas Chinese and

大陸生活的中國人嘴裡而已。在加州的時

而外賣中餐更仍是低檔餐飲的象徵，那麼

Chinese takeouts are still regarded as low-

候，有很大的中國超市，唐人街也很近，

洋人們在吃牛排品龍蝦的時候就還是不

fter I returned from the United States

brands claimed that their foods were exported

Westerners; while on Sunday, various Chinese

end catering, therefore, when eating steak or

幾乎可以滿足胃的一切要求；在南卡中國

會想到用中國的白酒或是黃酒來搭配。事

where I had stayed for many years,

to America. Probably all these foods were just

churches are full of people, reminding people

lobsters, Westerners would not consider China's

超市不多，有時候我會驅車一個多小時去

實上，西方的酒本身就種類繁多，我小時

people around me all suppose that

delivered to the mouths of overseas Chinese.

of Hong Xiuquan, a Chinese who claimed

baijiu or huangjiu as an accompaniment.

北卡的夏洛特，雖然那裡的中國超市也不

候讀外國小說的時候，總是不知道朗姆酒、

When I was in California, large Chinese

to be God's second son and Jesus' brother;

Instead, they have a wide variety of wines to

大。

潘趣酒、杜松子酒到底有什麼區別。一直

the experience of gaining a doctoral degree

supermarkets were available and Chinatown

however, after listening to the teachings of

choose from. When I was a kid and read foreign

and teaching in university in the United States,

was also very nearby for meeting almost all

God, most Chinese people turn to Chinese

novels, I always couldn't tell the difference

口味。至於衣著或是其他的生活習慣甚至

來區分葡萄酒，完全不在乎紅酒之中不同

my English is acceptable, however, in the food

demands of my stomach. South Carolina

supermarkets for their original tastes….

among rum, punch, and gin. Even until today,

是思想，都是很容易「國際化」的。對在

葡萄所釀的是不同口味的酒。

section of the American supermarket, I still

had few Chinese supermarkets. Sometimes I

most Chinese people just distinguish red wines

美國的中國人來說，衣服早就是全世界大

不少中國的食物因為特殊的關係，本

don't know the names of many items. Logically

would drive for more than an hour to Charlotte

Chinese people. As we know, since the 17th

from white wines, without caring the different

同的局面了，什麼民族服裝不過是每逢春

來在英文中就很難有相對應的稱呼。但是

speaking, I should have been very familiar

of North Carolina, although the Chinese

century when the Dutch, Portuguese, and

tastes of wines brewed from different grapes.

with the items on shelves because I went to

supermarkets there were not large either.

British opened up the maritime Silk Road,

A

my English is very good. To be honest, with

the supermarket every week and bought food

What are the most difficult things to be

This is not the unique stubbornness of the

Due to special reasons, for many

many ships had plied between Europe and

Chinese foods, it is very difficult to find their corresponding names in English, however, for

一個人最難改變的，大約就是自己的

到今天，大部分中國人還是以干紅和干白

節中秋給洋人看看中國文化用的點綴，平

像豆腐這樣被廣泛接受的，洋人們就會直

日裡的短袖仔褲和洋人並沒有啥區別；而

接用 tofu 來叫它，就好像中國人叫咖啡

到了周日，各種華人教堂門口人頭攢動，

一樣，直接音譯。不過英語中沒有一個詞

most of the time. The fact, however, is that

changed may be our tastes. Other things such

China. What they traded were tea, porcelain,

讓人不禁想到當年洪秀全聲稱自己是上

可以準確地翻譯中國的白酒或是黃酒，與

in those years in the United States, whether

as clothes, habits, and even thoughts are easy

and silk. We almost never heard of using

such widely accepted words as tofu, Westerners

帝的次子耶穌的弟弟也不是完全沒有道

之相對的是日本的清酒倒是直接被稱為

in California or South Carolina, I always

to be "internationalized". As people's clothes

these merchant ships for large-scale of liquor

will directly use their original pronunciations

理。然而聆聽完上帝教誨之後，華人們大

sake。中國的酒沒有自己的英文名，說明

failed to distinguish the names, spices, and

seem to be the same in the entire world, for the

business. At that time Duke Ludwig II of

to call them, just as Chinese people call "coffee".

多還是會開車去中國超市……

洋人們還沒有把中國酒視為生活的一部

features of so many kinds of cheese because

Chinese people in the United States, national

Bavaria, namely the Schloss Neuschwanstein

In English, there is no accurate corresponding

這並不是中國人特有的固執。眾所周

I wouldn't use them in my kitchen at all.

costumes are just their demonstration of

master, was especially interested in China.

word for China's baijiu or huangjiu although a

知，17 世紀以來荷蘭人、葡萄牙人和英國

更多時候甚至連影子都見不到。在這樣的

Chinese culture to Westerners in the Spring

He not only bought many books from China,

Japanese liquor finds its English name "sake".

人開闢了海上的絲綢之路，一艘又一艘的

現實下，白酒要真正走向世界，還有很多

food. Pickled vegetable, bacon, chili sauce or

Festival and Mid-Autumn Festival; their

but also used lots of Chinese-style wallpapers

Chinese liquors do not have their English

船從歐洲到中國，又從中國滿載回歐洲，

的路要走。也許有一天，洋人們就會直接

whatever was available there. Various Chinese

daily clothes are almost the same as those of

and porcelains in his palace, and even hoped

names, indicating that Westerners have not

無非做的是茶葉、瓷器和絲綢生意，幾乎

用 baijiu 來稱呼中國的白酒。

I usually went to Chinese supermarkets for

76

一個中國式宮殿。到今天如果我們去科隆 附近的布呂爾，在那裡有一座奧古斯都堡，

serve Chinese dumplings; even when having

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分，各種白酒並沒有在歐美的超市里熱賣，

77

M UTAI on the world map

茅 台 在 全 球

on the World Map Consumers lined up in Moutai's sales area to buy the Expo commemorative

Li Baofang (2nd from right) surveyed Moutai's sales at a Hong Kong duty-free

liquor 消費者在茅台銷售區排隊購買酒博會紀念酒

shop 李保芳在香港國際機場免稅店調研茅台酒銷售情況

第六屆中國（貴州）國際酒類博覽會隆重開幕

At the duty-free shop of Hong Kong International Airport, Li Baofang surveyed the sales of "Camus" Moutai that was exclusively provided for overseas

9 月 9 日，第六屆中國（貴州）國際酒類博覽會暨 2016 促

market, and enquired the market demands and prices of new products and

進消費增長與世界經濟發展峰會在貴陽國際會議展覽中心盛大開

Millesimes Moutai. According to Li Baofang, the investigation showed that the

幕。第十二屆全國政協副主席羅富和宣布開幕。摩爾多瓦副總理

overall Moutai liquor market of Hong Kong and Macau was stable and with

卡爾梅克致辭，克羅地亞前副總理、世界酒業聯盟主席司馬安，

more confidence, and the consumption of personalized products was increas-

第十一屆全國政協副主席李金華出席。貴州省委書記、省人大常

ing.

委會主任陳敏爾，省委副書記、省長孫志剛，茅台集團領導袁仁

(Reported and photographed by Wang Zhu)

國、李保芳、趙書躍等出席開幕式。 此次酒博會以「展示全球佳釀、促進合作交流」為主題，於 9 月 9 日至 9 月 12 日在貴陽國際會議展覽中心隆重舉辦，這將

UPSIDE: Yuan Renguo delivered a keynote speech at the Alcoholic Beverage Expo Summit 袁仁國在 2016 促進消費增長與世界經濟發展峰會上發表主題演講

5 月 28 日，茅台集團公司黨委書記、總經理李保芳赴香港

業」和「開放」的特征，首次設置外場館，匯聚茅台、五糧液、

調研茅台酒、個性化定制酒和新產品的市場銷售情況，聽取港澳

拉菲、拉圖等世界名酒品牌，共有來自法國、西班牙、意大利和

地區有關負責人匯報工作。茅台集團公司總經理助理遊亞林，香

中國國內等 45 個國家的近 2000 家知名酒業品牌參展，參展企

港茅台貿易公司、香港高升國際貿易公司、澳門地區經銷商等相

業比上屆增加 20%。酒博會首次設立酒類全產業發展基金，並

關負責人陪同調研。

6th China (Guizhou) International Alcoholic Beverage Expo Opened

this expo for the first time set up outside venue to gather such world-famous liquor brands as Moutai, Wuliangye, Lafite, and Latour. Nearly 2,000 well-

場面。茅台集團董事長袁仁國在下午舉行的「借勢內陸開放試驗

On September 9, the 6th China (Guizhou) International Alcoholic Beverage

known liquor brands from such 45 countries as France, Spain, Italy, and China,

區 開創國酒茅台新輝煌」新聞發布會上宣布，到當天下午，貴

Expo & 2016 Summit of Promoting Consumption Growth and Global Economic

participated in the exhibition, with an increase of 20% exhibitors over the

州茅台自營公司銷售達 638 萬，茅台雲商平台達 40 萬。

Development were grandly opened at Guiyang International Conference &

previous Expo. Besides, the Expo set up for the first time an alcohol industry

Exhibition Center. 12th CPPCC Vice Chairman Luo Fuhe declared the opening.

development fund, held a 12-day "International Alcohol Carnival" to showcase

Moldovan Deputy Prime Minister Calmic delivered a speech. Ante Simonic

China's time-honored liquor culture, and provided an exchange platform for

(former Deputy Prime Minister of Croatia and President of World Alcoholic

alcoholic enterprises from China and abroad.

Beverage Alliance), Li Jinhua (11th CPPCC Vice Chairman), Chen Miner

It is reported that, after the opening ceremony, Moutai Group's sales area

久的酒文化，為國內外酒商搭建交流平台。 據悉，開幕式結束後，茅台集團銷售區就迎來了火爆的銷售

（記者 張靚君 宋浪 攝影報道）

Moutai's Hong Kong and Macau Markets are Stable and Prosperous

(Secretary of Guizhou Provincial CPC Committee and Director of the Standing

ushered in a roaring trade. In the press conference held in the afternoon with

Committee of Guizhou Provincial People's Congress), Sun Zhigang (Guizhou

the theme of "By Dint of Opening Inland Testing District, To Create a Brilliant

Governor), and Moutai Group leaders Yuan Renguo, Li Baofang, and Zhao

Era of Chinese Moutai", Moutai Group Chairman Yuan Renguo announced

Baofang investigated the market sales of Moutai liquor, personalized liquor,

Shuyue attended the opening ceremony.

With the theme of "Presentation of World's Fine Alcoholic Beverages, Promotion of Cooperation and Communication", this alcoholic beverage expo was held from September 9 to 12 at Guiyang International Conference

On May 28, Moutai Group Party Secretary and General Manager Li

李保芳在香港國際機場免稅店實地考察專供海外的「卡慕」 茅台酒銷售情況，了解新產品和年份酒的市場需求和價格信息。 李保芳說，從調研情況來看，港澳地區茅台酒市場總體穩定，信 心進一步增強，個性化產品消費有擴大趨勢。

（王柱 攝影報道）

Moutai Presented at the 7th SinoEuropean Entrepreneurs Summit On June 13, the 7th Sino-European Entrepreneurs Summit was held in London. More than 400 Chinese and European politicians, entrepreneurs, experts, and scholars gathered together to discuss such hot topics as "Belt and Road" strategy and internationalization of "Made in China".

that, as of the afternoon that day, the sales of Kweichow Moutai's own sales

and new products in Hong Kong, and listened to the report from the directors

This summit is an annual top Sino-European business event. So far it has

company and Moutai's Cloud Business platform had reached 6.38 million RMB

of Hong Kong and Macau regions. His investigation was accompanied by the

been successfully held in London or Paris for six years. On that night, Moutai

and 400,000 RMB respectively.

General Manager Assistant of Moutai Group You Yalin, directors of Hong Kong

served as dinner liquor. As China's national liquor, Moutai had appeared in

Moutai Trading Co., Ltd. and Everrise International Trading Co., Ltd as well as

numerous major occasions. It was worth mentioning that before Moutai's

the Macau regional dealers.

presence at this year's summit, Yuan Renguo, Chairman of Moutai Group and

(Reported and photographed by Zhang Liangjun and Song Lang)

& Exhibition Center, becoming the biggest event with highest quality in the

78

是史上規模最大、品質最高的一次盛會，酒博會將著重突出「專

將舉辦為期 12 天的「國際美酒嘉年華」系列活動，展示中國悠 history of the Expo. Highlighting the features of "professional" and "open",

茅台酒港澳地區市場穩定向好

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79

M UTAI on the world map

趙書躍與海外華文媒體記者交流

Kweichow Moutai Co., Ltd., had already established a bond between Moutai

情景表演、互動體驗帶進課堂，與來自美國、德國、意大利等 10 多個國家的 50 名留學生一起交流、體驗、分享中國酒文化的

and the summit when he attended the 5th Sino-European Entrepreneurs 9 月 1 日，中國僑聯文化交流部組織美國、加拿大、德國、

Summit.

茅台酒亮相第七屆中歐企業家峰會 6 月 13 日，第七屆中歐企業家峰會在英國倫敦舉行。400 餘位中歐政要、企業家領袖和專家學者匯聚一堂，就「一帶一路」 中歐企業家峰會是一年一度的中歐頂級商業盛事，迄今為止

公司加大了海外市場的工作力度，並將國際化寫進公司的發展戰 Yuan Renguo (2nd from left), Zhao Shuyue (2nd from right) and Tan Jinqiu

峰會的不解之緣。

(middle) in a group photo 袁仁國（左二）、趙書躍（右二）與譚錦球（中）合影留念

來越多，喝茅台酒的人越來越多，來香港購物的人越來越多，這 說明香港與大陸的聯系更為密切。譚錦球指出，香港作為一個重

中華傳統文化的一張靚麗名片，聯誼會將大力宣傳。雙方應該加 強溝通交流，謀求多種形式的合作，更好地向外宣傳推廣中華酒 文化。

（王媛 攝影報道）

(Chairman of the Association and Deputy Director of the Historical Data and

Zhao Shuyue Talked with Overseas Chinese Media On September 1, the Cultural Exchange Department of ACFROC (AllChina Federation of Returned Overseas Chinese) organized the Chinese media

port and an important platform for the exchange and interaction among HK

reporters from such countries and regions as the United States, Canada,

CPPCC members, Hong Kong and the Association had played an important

Germany, France, Sweden, Australia, South Korea, Japan, Thailand, Hong

role in such aspects as spreading traditional culture. As China's national

Kong, Poland, Romania, and Venezuela to visit Moutai Group. They talked and

liquor and a wonderful name card of traditional Chinese culture, Moutai would

interacted at the Moutai International Hotel with Zhao Shuyue, Secretary of

be vigorously promoted by the Association; both sides should strengthen

Discipline Inspection Commission of Moutai Group. Through field visits and

communication and seek various forms of cooperation, so as to better promote

interaction, reporters indicated that tasting Moutai liquor at Moutai Group would

Chinese liquor culture in the world.

be unforgettable in their life; they would use their words and lens to promote Moutai, tell Moutai's stories well, and serve as a bridge towards the world for Chinese liquor culture.

袁仁國趙書躍與港區省級政協委員聯誼會 商談合作事宜 8 月 16 日，茅台集團公司董事長袁仁國，黨委副書記、紀

80

Recently, the "2016 BrandZ Top 100 Most Valuable Global Brands" ranking

利用現有條件把工作做得更加完善， 與世界共享我們民族的精

was released. With a brand value of 11.465 billion USD, Moutai ranked 93rd in

品。

the list. Moutai was once again listed as the only brand of the baijiu industry in

（記者 莫紹婷）

the ranking, fully highlighting Moutai's profound brand culture as well as brand value, and demonstrating Moutai Group's strong comprehensive strength and huge development potential.

Moutai's Aroma Permeated the Confucian Academy To promote intercultural exchange and introduce Chinese traditional

According to accounts, since the "12th Five-Year Plan", Moutai Group's brand value, profit, taxes, profit margins, profits and taxes per capita, stock price, and total market capitalization had kept ranking 1st in the industry.

Moutai ranked 13th in the "2016 BrandZ Top 100 Most Valuable Chinese

culture to more foreigners, the Guiyang Confucian Academy and the School of

Brands"; in the "Top 50 Spirits Brands" (2016) list released by UK's brand

Chinese as a Second Language jointly held the class for foreign students of

valuation consultancy Brand Finance, Moutai ranked 1st, far exceeding Johnnie

Guizhou colleges to experience the traditional culture of the Guiyang Confucian

Walker and Hennessy Cognac.

When mentioning the promotion and marketing of overseas market, Zhao

the traditional culture lesson. The Corporate Culture Section of the company

markets, and considered internationalization as the company's development

茅台以 114.65 億美元品牌價值入選，排名 93 位。作為白酒行

some 10 countries the history, drinking etiquette, and drinking customs of

業唯一企業，茅台的再次入選，凸顯出國酒茅台厚重的品牌文化

Chinese liquor culture as well as the history and culture of Moutai liquor.

和品牌價值內涵，展現了茅台集團雄厚的綜合實力和巨大的發展

In the half-day event, students studied the liquor culture etiquette and played drinking games. In the lecture of recognizing Moutai by smelling aroma,

潛能。 據了解， 「十二五」以來，茅台集團的品牌價值、利潤、稅金、

they were amazed at Moutai's history, culture, mysterious environment, and

利潤率、人均創利稅、股票價格及總市值一直穩居行業第一。在

unique technique. At the end of the activity, students tasted the mellow Moutai

2016 年 BrandZ 最具價值中國品牌 100 強中，茅台位列 13；在

liquor and highly praised Moutai's unique quality.

英國品牌評估機構 Brand Finance 發布的「2016 全球烈酒品牌

(Contributed by the Corporate Culture Section)

價值 50 強」排行榜中排名首位，遠超尊尼獲加威士忌和軒尼詩 干邑。

國酒茅台香溢孔學堂

（中國質量網）

為促進多元文化交流，讓更多的國際友人了解中國傳統文

strategy; in the future, in the premise of maintaining Moutai's intrinsic quality, the company would follow international standards in cultural promotion and

化，6 月 4 日，由貴陽孔學堂與北京大學對外漢語教育學院聯合

史和學習委員會副主任譚錦球的接見。雙方就合作事宜進行了座

packaging design, spare no efforts and make full use of the existing conditions

主辦的首期貴州高校留學生參加孔學堂傳統文化體驗活動正式開

談交流。

to improve its work, and share with the world China's national top product.

班。茅台集團受邀參加此次活動第一堂傳統文化課《禮 ·酒文化》

MOUTAI Magazine

近日，《2016 年 BrandZ 全球最具價值品牌百強榜》公布，

exchanging, experiencing, and sharing together with 50 foreign students from

調研港區省級政協委員聯誼會，受到了聯誼會會長、全國政協文

(Reported by Mo Shaoting)

國酒茅台再次榮登全球最具價值品牌百強榜

brought the carefully prepared liquor etiquette lecture, liquor etiquette scene performances, and interactive experience activities into the classroom,

Shuyue said that Moutai's wish was to be available for its enthusiasts all around the world. In recent years, the company has intensified its efforts in overseas

(China Quality Network)

Group was invited to participate in the "Etiquette · Liquor Culture" lecture of

委書記趙書躍，貴州茅台酒股份有限公司總經理助理馬玉鵬等人

袁仁國指出，香港回歸以後，能明顯感覺到講普通話的人越

Moutai Listed in Top 100 Most Valuable Global Brands Again

Academy. On June 4, the first phase of class was officially opened. Moutai

Mainland China was closer. Tan Jinqiu pointed out that as an important open

(Reported and photographed by Wang Yuan)

（企業文化處 供稿）

宣傳、包裝設計上與國際接軌，高度重視，加大工作力度，充分

台，在傳播傳統文化等發面發揮重要作用。茅台酒作為國酒，是

HKCPPCC (Provincial) Members Association, and were received by Tan Jinqiu

went shopping in Hong Kong which indicated that Hong Kong's contact with

略。今後，在保持茅台酒內在品質不變的前提下，公司將在文化

要的對外口岸，聯誼會作為一個港區政協委員交流互動的重要平

Yupeng (General Manager Assistant of Kweichow Moutai Co., Ltd.) visited the

obviously felt that more and more people spoke Mandarin, drank Moutai, and

的國酒茅台，對茅台酒的獨特品質讚不絕口。

談到海外市場的宣傳和營銷時，趙書躍說，茅台走出國門，

袁仁國曾出席第五屆中歐企業家峰會，書寫了茅台與中歐企業家

Yuan Renguo pointed out that after Hong Kong's return to China, he

獨特工藝讓留學生們讚嘆不已。活動最後，留學生們品嚐著醇香

大酒店國酒廳進行互動交流。通過實地考察和互動交流，記者們

讓世界上喜歡茅台酒的人都喝上茅台酒是我們的心願。近年來，

值得一提的是，集團公司董事長、黨委副書記、股份公司董事長

Study Committee). The two sides had a discussion on cooperation.

茅台集團公司黨委副書記、紀委書記趙書躍與記者團在茅台國際

橋梁紐帶作用。

相。茅台酒作為中國的國酒，其身影已經出現在無數重大場合裏。

(Secretary of Discipline Inspection Commission of Moutai Group), and Ma

遊戲，在聞香識茅台的講座中，茅台酒的歷史文化、神秘環境與

和鏡頭宣傳好茅台，講好茅台故事，為中國酒文化走向世界起好

已在倫敦、巴黎成功舉辦了六屆。當晚，茅台酒作為晚宴用酒亮

On August 16, Yuan Renguo (Chairman of Moutai Group), Zhao Shuyue

為期半天的活動，留學生們學酒文化禮儀，玩飲酒中的行令

尼亞、委內瑞拉等國家和地區的華人媒體記者來茅台集團考察，

表示，在茅台品嚐茅台酒，令自己終生難忘，將利用好手中的筆

戰略、中國制造走出去等熱點話題展開國際化交流。

Yuan Renguo and Zhao Shuyue Sought Cooperation with HKCPPCC Members Association

歷史、飲酒禮節、飲酒習俗及茅台酒的歷史文化。

法國、瑞典、澳大利亞、韓國、日本、泰國、香港、波蘭、羅馬

的交流講座。公司企業文化處將精心准備的酒禮知識講座與酒禮

MOUTAI Magazine

Moutai Ranked 1st Among Chinese Alcohol Enterprises in "Forbes Global 2000" 81

M UTAI on the world map

Recently, the world's famous financial magazine "Forbes" released the

Aurand's inscription was: Thanks for Moutai Group's warm welcome; Moutai

introduced in detail Moutai's making and blending techniques, drinking culture,

2016 "Forbes Global 2000". With annual sales of 4.9 billion, profit of 2.5

was a very good product and had a long history and tradition; congratulations

and health concepts as well as the company's development history, production

billion, total assets of 14 billion, and market capitalization of 47.9 billion USD

on the achievements of Moutai Group; best wishes for Moutai Group's greater

and operation in recent years, especially the constantly improving sales of

in 2015, Kweichow Moutai Co., Ltd. ranked 668th in the overall list, first

success in the future. Moutai Group's Chief Legal Adviser Liu Hanlin warmly

Moutai liquor in the first half of this year.

among the selected Chinese alcohol enterprises, and 7th among the world's

received and accompanied the group during their visit.

alcohol enterprises. Compared to that of last year, this year Moutai had achieved a comprehensive growth. With enormous growth in profit and market capitalization, Moutai moved up by nearly 200 places.

(Reported by Ye Yuanming)

國酒茅台名列福布斯全球上市公司 2000 強中國酒類榜首

Foreign diplomats indicated that Moutai was a model of alcohol enterprises

(Reported and photographed by Wang Zhu)

摩爾多瓦副總理與 OIV 總幹事赴茅台集團考察 9 月 10 日，摩爾多瓦副總理奧克塔維安·卡爾梅克、國際葡

at home and abroad; with the knowledge and understanding of Moutai, they would use the fragrant Moutai as a medium to build a bridge of intercultural exchanges, and further promote the exchange and cooperation between China's Zunyi and other countries in the fields of tourism and liquor culture.

(Reported by Deng Chao)

萄與葡萄酒組織（OIV）總幹事讓·馬利·奧朗一行到集團公司先 後參觀了新包裝車間、中國酒文化城，詳細了解中國酒文化傳 統、茅台酒生產工藝及國酒文化，並分別題詞表示祝福。奧克塔

駐華使節代表團：願向世界推介茅台酒

維安·卡爾梅克題詞大意為：此次茅台之旅感受很深，茅台是個

9 月 6 日，「搭建文化橋梁，締結國際友誼」和平之旅駐華使

司 2000 強榜單，貴州茅台酒股份有限公司在 2015 年度中以銷售

很美麗的地方，茅台酒歷史文化內涵是非常豐富的，祝願茅台永

節遵義行活動走進茅台，來自巴勒斯坦、保加利亞、利比亞、馬

額 49 億美元、利潤 25 億美元、總資產 140 億美元、市值 479 億

遠繁榮發展、越來越好。讓·馬利·奧朗題詞大意為：感謝茅台

爾代夫、加納、尼日利亞、柬埔寨等 16 個國家的駐華使節齊聚

美元再次入選，排名 668 位，在中國酒類上榜企業中排名首位，

集團的熱情歡迎，茅台酒是非常好的產品，有著悠久的歷史和傳

茅台，參觀中國酒文化城，品鑒國酒茅台，體驗獨特的中國國酒

在世界酒類企業中名列第七位。相較去年榜單而言，今年茅台實

統，祝賀茅台集團所取得的成就，也希望茅台集團今後能取得更

文化。

現全面的增長，利潤及市值增長幅度巨大，排名提升近 200 名。

好的成功。茅台集團公司總法律顧問劉漢林熱情接見了參觀團一

近日，世界著名財經雜志《福布斯》發布了 2016 全球上市公

（記者 葉遠鳴）

茅台集團公司董事長袁仁國，黨委副書記、紀委書記趙書 躍等在茅台國際大酒店熱情接待了駐華使節代表團一行。袁仁

行並陪同參觀。

（王柱 攝影報道）

國、趙書躍代表公司對駐華使節代表團的到來表示熱烈的歡迎， 並詳細介紹了公司的發展歷史、茅台酒生產和勾兌工藝、飲酒文 化和健康理念以及集團公司近年來的生產經營情況，特別是今年 上半年茅台酒銷售持續向好的局面。 駐華使節們表示，茅台是國內外酒企的榜樣，將通過對茅 台的了解和認識，以醇香的國酒茅台為紐帶，搭建起中外文化溝 通的橋梁，進一步推進中國遵義與各國在旅遊以及酒文化領域的 交流與合作。

（記者 鄧超）

Moutai Presented at Milan Chinese Culinary Culture Festival

Octavian Calmic (4th from right) and Jean-Marie Aurand (2nd from left) visited the Liquor Culture City 摩爾多瓦副總理奧克塔維安·卡爾梅克（右四）、OIV 總幹事讓·馬利·奧朗（左二）一 行參觀茅台中國酒文化城

Moldovan Deputy Prime Minister and OIV Director General Visited Moutai Group On September 10, a group led by Octavian Calmic (Moldovan Deputy Prime Minister) and Jean-Marie Aurand (Director General of the International

successfully held in Ristorante Xier. Wang Dong and Huang Yongyue (Consul

On September 6, with the theme of "To Build Cultural Bridge of Exchange

famous chef) attended the event. Moutai's wonderful presence was quite eye-

食城成功舉辦。中國駐米蘭總領館王冬總領事、黃永躍副總領

catching.

事、米蘭文化局長 FilippoDel Corno、意大利餐飲名廚 Gualtiero

& Establish International Friendship", the Journey of Peace Zunyi Trip by Foreign Diplomats came to Moutai Group. Foreign diplomats in China from 16

From July 18 to 19, the first Milan Chinese Culinary Culture Festival was General and Deputy Consul General of the Chinese Consulate General in Milan), Filippo Del Corno (Councilor for Culture of Milan), and Gualtiero Marchesi (Italian

The event attracted a large number of global insiders, food lovers, and

茅台酒亮相米蘭中華美食文化節 7 月 18 日至 19 日，首屆米蘭中華美食文化節在新希爾美

Marchesi 等出席活動。茅台酒精彩亮相，引人矚目。 活動吸引了大批從世界各地趕來的業內人士、食客及媒體。

Organization of Vine and Wine) visited the new packaging workshop and

countries, including Palestine, Bulgaria, Libya, the Maldives, Ghana, Nigeria,

media. Various catering and master teams grandly presented characteristic

Chinese Liquor Culture City of Moutai Group, learnt about the Chinese liquor

and Cambodia, gathered in Moutai Group to visit the Chinese Liquor Culture

cultural cuisines, Moutai liquor, Lee Kum Kee sauces, plates, and other related

由各餐飲單位及大師團隊掌勺擺盤的文化特色菜肴，以及茅台

culture and tradition as well as Moutai's making technique and culture, and

City, savor Moutai, and experience Moutai's unique culture.

products. The guests listened to the producers' introduction and appreciated

酒、李錦記佐料、米廠、餐盤等相關產品隆重亮相，與會嘉賓通

these cuisines to grasp the features of Chinese cuisines. As one of China's

過聽取制作人員介紹和欣賞各路菜肴特色，從中領會中華美食的 特色。茅台酒作為中國最負盛名的白酒之一，其濃鬱的醬香在美 食節上吸引了眾多嘉賓駐足品嚐。

respectively made a blessing inscription. Octavian Calmic's inscription was:

Yuan Renguo (Chairman of Moutai Group) and Zhao Shuyue (Secretary of

This Moutai trip had left a deep impression on me; Moutai was a very beautiful

Discipline Inspection Commission of Moutai Group) warmly received the foreign

most prestigious baijius, through its strong Jiang fragrance, Moutai attracted

place and Moutai liquor boasted very rich historical and cultural connotation;

diplomat delegation at the Moutai International Hotel. On behalf of Moutai

many guests of the festival to have a taste.

best wishes for Moutai's everlasting prosperity and better future. Jean-Marie

82

Foreign Diplomat Delegation were Willing to Recommend Moutai to the World

(Contributed by Guizhou Moutai Chiew I/E Co., Ltd.)

Group, Yuan Renguo and Zhao Shuyue warmly welcomed the delegation, and

MOUTAI Magazine

MOUTAI Magazine

（進出口公司供稿）

83

Nightfall, Moutai Town 茅台鎮傍晚

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