Moutai Magazine - International Edition Issue 18 Winter 2017 by MOUTAI Magazine - International Edition

18 WINTER 2017

Multiple Development 多元發展

Let the World Fall in Love with Moutai Let Moutai's Flavor Spread All over the World 讓世界更加愛上茅台 , 讓茅台更加飄香世界

Interview with China's LiquorMaking Master Ji Keliang 專訪中國釀酒大師季克良

InterContinental Hong Kong 香港洲際酒店法式海鮮餐廳 Rech by Alain Ducasse

Lofty Behavior 德配天地

M EE T T HE T E AM

CONTRIBUTORS Joseph Tsui CHINA KWEICHOW MOUTAI DISTILLERY (GROUP) CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501 KWEICHOW MOUTAI CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501

Consultant : Yuan Renguo, Li Baofang, Zhao Shuyue 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

Not only a renowned DJ and classical music contributor, he is also good at life style story telling. With Master degree in Buddhist studies from the University of Hong Kong, he starts history research and publishes articles on the Stand News, Music Lover etc.

Natalya Cheung Publisher Francis Wong Chief Executive Officer Christine Yin Chief Executive Editor Jocelyn Chenlin Liao Art Director Johnny Woo

A global traveler visiting over 70 countries. A renowned DJ and contributor of lifestyle. The author of "DAYDOW TRIP: A World Journey of Self-Discovery".

Senior Project Editor Laura Su, Spencer Hua Photographer Han Xingxi, Li Lewei Translator Billy Yung, Spencer Hua Project PR Meng Yuan, Mocha Du Marketing Executive Nikita Wan, Helen Fu Advertising Enquiry Tel: (852) 3580 2598 Email: er-hk@everreliable.net

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

Special Thanks :

Intendment 此中有真意

DEC 2017

“Be a yardstick of quality.” — Steve Jobs Embracing diversity creates millions of possibilities, and Moutai is in the leading role of this process. In the 18th issue of Moutai Magazine, let us Log on to Moutai's Cloud Business platform, Join the tour of the first undergraduate college in China's baijiu industry, Interview with China's liquor-making master Ji Keliang, Review the grand promotion of Moutai in South Africa, Enjoy feast at "Rech by Alain Ducasse" in InterContinental Hong Kong, Explore the sea world of Derawan Islands, Indonesia, Party at Montreal International Jazz Festival, Travel throughout Europe, Encounter every aspect of modern society.

「成為一個品質的標準。」 — 史蒂夫·喬布斯擁抱多元化能創造無限可能，茅台正是這一過程的領導者。本期 Moutai Magazine，我們將帶您：登陸茅台全面打造的雲商平台，一起參觀中國首家白酒行業本科院校，專訪中國釀酒大師季克良，回顧文化茅台「一帶一路」南非推介會盛況，在香港洲際酒店 Rech by Alain Ducasse 餐廳享受盛宴，探索印尼德拉旺的海洋世界，參加蒙特利爾國際爵士音樂節的大聚會，環遊歐洲欣賞各地美景，在現代社會的各個方面碰撞出火花。

Broader Horizon

天地廣闊

Persistence 持之以恒

M OUTAI MAGAZINE

C ONT EN T

ISSUE #18 2017

SPECIAL

10 C O V E R STO RY

This issue's cover is inspired by Kweichow Moutai's diversified development, cultivation of new forces, and efforts for a future with sustainable development.

本期雜誌封面靈感來源於貴州茅台近年來的多元化發展，培養新生力量，構造可持續發展的未来。

C O NT ENT

MOUTAI Magazine

Let the World Fall in Love with Moutai Let Moutai's Flavor Spread All over the World 讓世界更加愛上茅台讓茅台更加飄香世界

Moutai's "Belt and Road" Cultural Trip in South Africa 香遇金色非洲，文化茅台「一帶一路」南非推介會盛況

Building a Comprehensive Cloud Business Platform 茅台全面打造雲商平台

Moutai College: China's First Baijiu College 茅台學院：中國首家白酒行業本科院校

Caring About Moutai for Half a Century Interview with China's Liquor-Making Master Ji Keliang 半世紀心系茅台：專訪中國釀酒大師季克良

ETIQUETTE 禮 Rech by Alain Ducasse at InterContinental Hong Kong 「鮮」入為主：香港洲際酒店 Rech by Alain Ducasse

Derawan, Indonesia A Diving Paradise with Diversification 印尼德拉旺：物種豐富的潛水天堂

Segovia: The Forgotten Aristocrat 塞戈維亞：被遺忘的貴族

The Phylum of Alps 阿爾卑斯的門庭

Dresden, Florence of the Elbe 德雷斯頓 : 易北河上的佛羅倫斯

Montreal International Jazz Festival 蒙特利爾國際爵士音樂節

Moutai on the World Map 茅台在全球

DEC 2017

Let the World Fall in Love with Moutai Let Moutai's Flavor Spread All over the World 讓世界更加愛上茅台讓茅台更加飄香世界 TEXT/ 文：安懷倫

NATURE 天

MOUTAI Magazine

What does 25 years mean? 25 years means a quarter of a century has passed, a sown seed has grown into a towering tree, a newborn has become a youth, and an enterprise has entered a period of steady development…. 25 years is also unusual for Kweichow Moutai. 二十五年，意味著什麼？二十五年意味著走過了一個世紀的四分之一，播下的一顆種子已長成參天大樹，一個新生兒已步入了青春年華，一個企業步入了穩健發展期…… 二十五年，對於貴州茅台來說，亦不尋常。

n 1993, Kweichow Moutai Distillery established

than 20 countries have Moutai counters. Just in 2017, we

referred to as "I/E Company") in Guiyang,

sales revenue of 350 million USD…

the Guizhou Moutai Chiew I/E Co., Ltd. (hereinafter

exported more than 2,000 tons of Moutai liquor, achieving a

originally intending to earn foreign exchange for the

Today, we can proudly announce that Moutai has

country. Consisted of the business, marketing, storage and

permeated the world and more and more overseas

Company is in charge of the export business of Moutai liquor

mysterious mellowness of this Eastern nectar.

transportation, finance, and integration departments, the I/E

consumers are accepting, enjoying, and loving the

and its series products, management of overseas market,

The overseas expansion of the I/E Company in these 25

development of distribution channels, and promotion

years has proved that the decision for Moutai's overseas

business of raw and auxiliary materials, machinery and

progress and achievement has been deeply engraved in the

activities. In addition, the company also operates the import

development is successful and wise. Today, every bit of its

equipment, instrument, and related technology.

development history and has become a pride for all Moutai

At the beginning , the I/E Company had only five staff

people.

and a small office. At that time, carrying Moutai liquor

from the Distillery to Guiyang needed at least one day and

Expanding the "Circle of Friends" Through the "B&R"

expanding the customers relied entirely on Canton Fair and fax machine. In today's mobile Internet era, nobody can

imagine how hard the start-up process of the I/E Company

In 2013, Chinese President Xi Jinping put forward the

would be.

"Belt and Road" (B&R) Initiative, provided a brand new

After a painstaking process, now 25 years have passed

vision for the future cooperation in the world economy, and

and great changes have taken place. Kweichow Moutai

ushered in new opportunities for China's baijiu enterprises

has grown from an old state-owned distillery hidden in

to go abroad.

mountains to the world's No. 1 spirits enterprise today. It

The ancient Silk Road stretches for thousands of miles

has become a perfect representative of "Made in China" to

and forms the spirit that centers on peaceful cooperation,

shine in the world and a model for China's national industry

openness, inclusiveness, mutual benefit, and win-win

to go abroad, blazing a characteristic developing path.

progress. This is also the basis for us to go together with

After 25 years of deep exploration, the I/E Company has

the "B&R" Initiative and gain popularity from the countries

made impressive achievements that are reflected by various

along the B&R. Although the countries along the "B&R" have

data: Moutai's overseas marketing network has covered

different cultures and customs, they mostly love drinking

five continents and includes 104 overseas distributors in 66

and making liquor, which also provides a consuming basis

countries and regions as well as more than 450 duty-free

for Moutai's internationalization. Integrating into the "B&R"

stores all over the world. The international airports in more 11

DEC 2017

Initiative, relying on the Chinese culture to go abroad,

at present, among 104 overseas distributors of Moutai, 26 of

speeding up Moutai's internationalization process, and

them are in the countries and regions along the "B&R".

making efforts to enhance Moutai's global influence are the

Moutai's increasingly improved overseas marketing

impetus and expectations of Moutai's internationalization

network as well as the convenient channels of traditional

road.

marketing outlets and online shopping give consumers

"2,000 years ago, China's name card was silk, and 1,000

more flexible and convenient choices and shopping

years ago, pottery took silk's place then tea took pottery's

experience than before. Today, consumers can easily buy

place. But today, China's name card is the national brand

Kweichow Moutai liquor and its series products in many

with independent intellectual property rights. We will seize

international metropolises, such as Hong Kong, Shanghai,

the opportunities of China's reform and opening up as well

New York, Los Angeles, Sydney, Tokyo, Paris, London, and

as the 'Belt and Road', leading Moutai to stride towards the

Milan.

world. Only by expanding our friends' circle can we achieve

It can be said that Moutai, through its own efforts, seizes

our mutual goal." These words have been used by Moutai

new opportunities for development in the new historical

Group Chairman Yuan Renguo on different occasions.

period and witnesses as China's national liquor almost all

Chairman Yuan Renguo required that Moutai should

major events of the contemporary China. With the unique

further increase its efforts in overseas emerging markets

mellow fragrance as a lubricant, Moutai helps to eliminate

and prioritize the development of distributors in various

misunderstandings and deepen understanding, sublimate

countries along the "B&R".

emotions, and promote political, economic, trade, and

Li Baofang, General Manager of Moutai Group, also said

cultural exchanges between China and other countries in

that with the opportunity of the "B&R" Initiative, Moutai

the world.

could learn about the habits, economic conditions and

spending power of consumers in the countries and regions

Event Marketing Shines, Highlighting a National Enterprise's Devotion for Home and Country

along the route. It was necessary to gradually identify

and fill in the gaps and invest more energy into overseas

markets. Closely following the "B&R" Initiative, deploying

and improving Moutai's marketing network, and spreading

Together with the "B&R" Initiative, an ambitious Moutai

China's baijiu culture was not just a historical mission but

is striding towards the world.

also the brand responsibility of Moutai, the leader of Chinese

In recent years, event marketing is becoming a new

baijiu.

highlight of Moutai's overseas journey. Focusing on product,

With the support of the "B&R" Initiative, the international

brand, culture, and market, by actively participating in

expansion strategy of Moutai is accelerating. With the joint

various major political, economic, and cultural events,

efforts from the staff of Moutai Group and the I/E Company, 12

NATURE ĺ¤Š

MOUTAI Magazine

Moutai arouses the interest and concern of media,

activity of "the Belt and Road" Tour in Hamburg. Starting

and reputation of Moutai brand and Moutai products, and

event marketing - worldwide strategy of "the Belt and Road"

from Hamburg, Moutai has launched a highly eye-catching

associations, and consumers to improve the awareness

Tour. This year, Moutai's "B&R" Tour came to South Africa

ultimately promote the marketing of Moutai products and

and continued to promote the culture of Moutai and China.

services.

In these innovative practices of overseas promotion,

Whether in such major political and economic events

as the G20 Summit and Boao Forum, or in such cultural

Moutai also actively takes practical actions to spread the

craze, Moutai's image, voice and the story behind Moutai are

demonstrating a national enterprise's century-long devotion

traditional baijiu culture and business ethos of China,

hot spots as the Cannes Film Festival and "Wolf Warriors II"

for home and country.

more and more recognized and actively spread by Chinese and foreign media as well as ordinary people.

Kweichow Moutai has also relied on a series of overseas

Enhancing New Charm and Releasing New Potential

activities with a highly international perspective to fully

promote its brand and further explore the market, shinning in the international arena.

Upon the 25th anniversary of the I/E Company's

In 2012, invited by Britain's Prince Andrew, Moutai

held a large-scale cultural activity called "China Night"

establishment, 104 overseas distributors of Moutai are

visited Moutai Group, which greatly enhanced Moutai's

overseas distributor conference and bring "the world" back

gathering for the first time at Moutai to participate in the

in the Windsor Castle. Two years later, Prince Andrew

to Moutai.

brand charm and influence, and promoted Moutai's

Just as what Chairman Yuan Renguo has said at the

internationalization.

conference, when Moutai people collectively "come home",

In 2015, upon the 100th anniversary of Moutai's winning

Moutai has stepped into the center of the world liquor stage:

the Panama gold award, Moutai went abroad and held a

Regarding the brand value, Moutai ranks first among all

series of creative commemorative activities in Hong Kong,

spirits of the world; regarding the total stock market value,

Moscow, Milan, and San Francisco, greatly enhancing the

Moutai ranks first among all spirits enterprises of the world;

influence of Moutai brand in the world and deepening the

regarding the net profit, Moutai Co., Ltd. ranks second

understanding and friendship between Moutai and the

among all spirits enterprises of the world; regarding the

local liquor enterprises, distribution agencies as well as

revenue or total assets, Moutai Co., Ltd. ranks fourth among

consumers. Besides enhancing Moutai's brand image and

all spirits enterprises of the world.

spreading the Moutai culture, these activities also gained a

Global economic integration has provided opportunities

large number of Moutai fans from all over the world.

for China's baijiu brands to go abroad, and has also made

In particular, in the 2015 event in San Francisco, former

it possible for China's baijiu brands to further integrate

U.S. President Carter wrote to Chairman Yuan Renguo to

into the international market. Chairman Yuan Renguo says

congratulate Moutai on its 100th anniversary of winning the

that Moutai must consolidate and improve its status as

gold award. Mayor Edwin Lee even designated November

the No. 1 distilled liquor brand in the world. In addition,

12 each year as "Moutai Day" in San Francisco, which was

Moutai should integrate export with import as well as brand

the first time for a Chinese enterprise to win this honor. In

promotion with culture spreading, constantly enhance

2016, General Manager Li Baofang led a team to the original

Moutai's new charm and release Moutai's new potential.

site of the Exposition where Moutai won the gold award and

"China has recently promised at its most important

grandly commemorated the 1st anniversary of "Moutai Day"

in San Francisco. Since then, Moutai has become part of San

conference to further maintain and expand economic

In October of this year, Mayor Edwin Lee personally led a

to the global economy. Therefore, Moutai has reason to

opening in the new era, and provide a lasting impetus

Francisco's history and culture, leaving a profound impact.

believe that the overseas market will be increasingly wider

team to Moutai and renewed the friendship. Moutai finally

and better." In response to Moutai's internationalization

achieved San Francisco's return visit to Moutai after 102

road in the new era, General Manager Li Baofang believes

years.

that Moutai should integrate strengths with weaknesses,

In 2016, Moutai again entered Germany and held the 13

DEC 2017

the merchants who passed by there.

Flying apsara is one of the most iconic visual symbols

of Kweichow Moutai as well. The symbol of flying apsara

was first used in overseas sales. Two flying apsaras together with two red ribbons have witnessed Moutai's miracle of

permeating the world. They are also creating a century-long new legend of Moutai's role as a friendship messenger. Like music, fine liquor is an important bridge for

people of different cultures and countries to deepen their understanding and emotions. "A national brand also

belongs to the entire world. As a century-old national brand and China's national liquor, Moutai has a mission to carry

forward China's liquor culture. Guided by the 'B&R' Initiative, we will bring the profound ancient Chinese civilization

"We will seize the opportunities of China's reform and opening up as well as the 'Belt and Road', leading Moutai to stride towards the world."

together with a fragrant Eastern charm to embrace the world and move towards a better future." These words of General Manager Li Baofang are the best annotations for Moutai's

global strategy of adhering to use culture as a start and key. In the rapidly developing modern China, the legend

and cultural essence behind Moutai, this ancient and timehonored brand, just as the two flying apsaras on the bottle

我們將借中國改革開放的東風，搶抓『一帶一路』的機遇，讓茅台闊步『走出去』

for spreading friendship, are fascinating more and more Western consumers.

Although Moutai's pace of becoming an international

make the best use of the situation, orderly and effectively

brand is getting faster and faster, the origin of the brand's

promoting the development of overseas markets.

vitality is still China's traditional culture. Just as what

For example, in more than 220 countries and regions,

Chairman Yuan Renguo has said at the overseas distributor

Moutai can expand its market in 160 of them. In addition

conference, to highlight the brand charm and win a cultural

to over 60 countries and regions with existing distribution

competitive advantage, we must continue to enhance the

channels, Moutai still have nearly 90 blank markets. In

affinity, appeal, attractiveness, and competitiveness of

the next two years, the I/E Company will establish Moutai

Moutai brand and culture, leading more overseas people

marketing channels in more than 100 countries and

and groups to feel the charm of China's profound culture

regions. In order to achieve this goal, we should not only

represented by Moutai in the process of understanding,

further explore the "B&R" market, but also consolidate the

accepting, and appreciating Moutai's brand.

traditional dominant market and work harder to develop

The brand promotion for the charm of the traditional

African and Australian markets.

Eastern culture is not only reflected by the elements of

Chinese culture, but also reflected by the inheritance and

development of Chinese traditional values. By publicizing

Drink Moutai to Savor the Taste of China

the artisan spirit, the seasonal production, the concept of harmonious and sustainable development between man

Founded in 366 AD, Dunhuang Mogao Grottoes in

and nature, and the unique techniques carried out by

China's Gansu has over 700 grottoes, with flying apsaras in

Moutai people, we can spread China's craft traditions and

almost every grotto. For more than 1,600 years, these flying

cultural glory of the harmony between man and nature and

apsaras have been regarded as the symbol of peace and

the meticulous production to the world.

fortune. From the ancient Silk Road to today's "Belt and

Moutai people firmly believe that with the rapid

Road", these flying apsaras have witnessed the business and

development of China's overall national strength and

cultural exchanges between the East and the West, blessing

influence, the Chinese baijiu represented by Moutai will 14

NATURE 天

MOUTAI Magazine

certainly be recognized and loved by the world as well. Just

的特色發展之路。

new Chinese symbol for the world.

由點滴數據勾勒出的靚麗成績單：茅台酒海外市場營銷網絡已

well as a new expectation. New missions and challenges are

球 450 餘家免稅店有產品銷售；20 多個國家的國際機場設有

like Peking Opera, panda, and kung fu, Moutai will become a

經過二十五年的深耕運作，進出口公司也同樣交出了一份

"Drink Moutai to savor the taste of China" is a goal as

覆蓋五大洲，在 66 個國家和地區擁有 104 家海外經銷商；全

testing the courage, wisdom, ability, decision, and vision of

茅台專櫃；僅 2017 年，公司就出口茅台酒 2000 餘噸，銷售

Moutai people. Starting from 1915 when Moutai went abroad

額達 3.5 億美元……

for the first time and won a gold award at the Panama

今天，我們可以很自豪地宣佈，貴州茅台已經飄香世界，

Pacific International Exposition, Moutai has concentrated

越來越多的海外消費者開始接受、欣賞並愛上這個東方甘露的

the Eastern civilization into a cup of Jiang fragrance liquor

神秘醇香。

and started an international journey of permeating the

進出口公司這二十五年的海外拓展之路，證明貴州茅台海

world. Today, I believe that after countless experiences, the

外發展的這個決策是成功的，更是明智的。如今，它的每一點

world fall in love with Moutai, and let Moutai's flavor spread

有國酒人自豪的理由。

Moutai people with an ambition of the world will "let the

進步，每一項成績，都已深深鐫刻在發展的年輪上，成為讓所

all over the world".

助力「一帶一路」，擴大「朋友圈」

(The author is the Chairman and General Manager of

Guizhou Moutai Chiew I/E Co., Ltd.)

2013 年，國家主席習近平提出「一帶一路」倡議，為世

1993 年，貴州茅台酒廠在貴陽組建貴州茅台酒進出口有

界經濟未來的合作提供了嶄新構想，也為中國白酒企業走出國

匯。公司下設業務、市場、儲運、財務、綜合五個部門，負責

古絲綢之路綿延萬里，延續千年，積澱了以和平合作、開

限責任公司（下簡稱進出口公司），成立初衷是為國家出口創

門、走向世界迎來了新契機。

茅台酒及其系列產品的出口業務、海外市場管理、網絡建設、

放包容、互利共贏為核心的思路精神，這也是我們今天跟隨「一

關技術的進口業務。

情不同，但大都熱愛飲酒且產酒，這也為茅台的國際化提供了

宣傳促銷。此外，公司還經營原輔材料、機械設備、儀器、相

帶一路」倡議走向沿線國家的民心基礎。沿線國家雖然風土人

進出口公司成立之初，僅有 5 人，擠在一間狹小的辦公室

消費基礎。融入「一帶一路」倡議，依託中國文化走出去，加

內。那時茅台酒從酒廠運至貴陽都需要至少一天的時間，發展

速推進茅台國際化進程，著力提升茅台全球影響力，這是國酒

客戶全靠廣交會和傳真機。在移動互聯的今天，恐怕很多人難

茅台世界之路的動力與期許。

以想像進出口公司的創業之路會是如此艱辛。

茅台集團董事長袁仁國在不同場合都說過：「兩千年前，

篳路藍縷，如今二十五年過去，變化可謂天翻地覆，貴州

中國的名片是絲綢；一千年前，中國的名片是陶瓷；五百年前，

茅台從一個藏于深山的國營老廠，披荊斬浪，成長壯大為今日

中國的名片是茶葉；今天，中國的名片是具有自主知識產權的

的世界第一酒企，成為中國製造閃耀世界的絕佳代言和民族工

民族品牌，我們將借中國改革開放的東風，搶抓『一帶一路』

業國際化之路的模範樣本，走出了一條無法複製、更無法重複

的機遇，讓茅台闊步『走出去』。只有擴大『朋友圈』，才能 15

DEC 2017

畫出同心圓。」

袁仁國董事長要求茅台進一步加大對海外新興市場的開發

力度，優先發展「一帶一路」沿線各國的經銷商。

茅台集團總經理李保芳也表示，在「一帶一路」倡議機遇

下，瞭解沿線國家和地區消費習慣、經濟現狀和消費能力，要逐步甄別和填補空白，在海外市場上注入更多精力。緊隨「一

帶一路」倡議，佈局和完善國酒營銷網絡，傳播中國白酒文化，這既是歷史使命，也是中國白酒領軍者茅台的品牌擔當。

在「一帶一路」倡議的支持下，貴州茅台的國際化擴張

戰略愈發加快。在茅台集團及進出口公司同仁的共同努力下，目前，貴州茅台 104 家海外經銷商中，其中有 26 個為「一帶一路」沿線國家和地區。

茅台日趨完善的海外營銷網絡，傳統營銷網點和線上購物

的雙重便利，讓消費者擁有比之前更靈活、更便捷的消費選擇

和購物體驗。今天，無論是在香港、上海，還是紐約、洛杉磯、悉尼、東京、巴黎、倫敦、米蘭這些國際大都會，消費者都可以很便捷地買到貴州茅台酒及其系列產品。

圍內收穫了大批茅台粉絲。

展新機遇，以國酒之尊參與和見證當代中國幾乎所有的重大事

仁國董事長祝賀茅台金獎百年，三藩市市長李孟賢更宣佈把每

促進中國與世界各國之間的政治、經貿和文化交流。

在海外獲此殊榮。2016 年，由李保芳書記帶隊，茅台在當年

尤其是 2015 年美國三藩市活動，美國前總統卡特致信袁

可以說，茅台通過自身的努力，在新的歷史時期抓住了發

年的 11 月 12 日定為「貴州茅台日」，這也是首家中國企業

件，以獨特醇香為潤滑劑，消除隔閡，加深瞭解，昇華情感，

榮獲金獎的博覽會舊址，隆重紀念「貴州茅台日」一周年，茅台這家民族企業，從此融入了三藩市的歷史和文化生活，影響

事件營銷大放異彩，彰顯民族企業的家國情懷

深遠。今年 10 月，李孟賢市長親自率隊來到茅台，再續情緣，實現了 102 年後三藩市對茅台的世紀回訪。

借助「一帶一路」倡議，一個雄心勃勃的茅台正在闊步走

2016 年，茅台又走入了另一大國德國，在漢堡舉辦「與

向世界。

德國乾杯——中國茅台『一帶一路』行品牌推介活動」。以德

繞著產品、品牌、文化和市場，通過積極參與各種重大政經、

事件營銷——「一帶一路」行全球戰略，今年，貴州茅台又把

近年來，事件營銷正成為茅台海外征程的一個新亮點。圍

國漢堡活動為起點，茅台在世界範圍內開啟了一個備受矚目的

文化事件，吸引媒體、社團和消費者的興趣及關注，提高茅台

「一帶一路」行的足跡佈局到南非，為茅台以及中國文化的推

品牌和茅台產品的知名度、美譽度，最終促成茅台產品和服務

廣繼續添磚加瓦。

營銷。

在這些海外推廣的創新實踐中，貴州茅台也以勇於擔當的

無論是 G20 會議、博鰲論壇等重大政經事件，還是戛納

實際行動，傳遞著中國傳統的白酒文化和商道精神，展現了一

電影節、《戰狼 2》熱潮等文體熱點，茅台形象、茅台聲音以

個民族企業綿延百年的家國情懷。

及背後的茅台故事，正越來越多的被中外媒體和普通民眾認可和主動傳播。

增強茅台新魅力，釋放茅台新潛力

貴州茅台還借助多項極具國際化視野的海外系列活動，趁

熱打鐵，廣泛推介，深耕市場，在國際舞台上大放異彩。

在茅台進出口公司成立 25 周年之際，國酒茅台的 104 家

2012 年，貴州茅台應英國王室安德魯王子的邀請，在溫

海外經銷商也首次齊聚茅台，參加海外經銷商大會，將「世界」

莎城堡舉辦「中國之夜」大型文化交流活動。兩年後，安德魯

帶回了茅台。

王子回訪茅台，這大大提升了茅台的品牌魅力和影響力，促進

正如袁仁國董事長在大會上所說，全球茅台人集體「回娘

了茅台的國際化進程。

2015 年，茅台以巴拿馬萬國博覽會斬獲金獎 100 周年為

家」之時，茅台已經步入了世界酒業舞台的正中央：從品牌價

意紀念活動進行事件營銷，大大提升了茅台品牌在世界的影響

球烈酒第一；從茅台股份公司淨利潤看，居全球烈酒第二；從

值看，茅台居全球烈酒第一；從股票總市值看，茅台股票居全

契機走向海外，在香港、莫斯科、米蘭、三藩市舉辦一系列創

股份公司營收和總資產看，均居全球烈酒第四。

力，也加深了茅台與當地酒企、經銷機構及消費者的瞭解和友

全球經濟一體化為中國白酒品牌走向世界提供了機遇，也

誼，在提升茅台品牌形象、傳播茅台文化的同時，更在世界範 16

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MOUTAI Magazine

為中國白酒品牌進一步融入國際市場增加了可能。袁仁國董事

化。在『一帶一路』倡議引領下，我們將帶著深邃的華夏古老

要把走出去與引進來、塑品牌與揚文化相結合，不斷增強茅台

李保芳總經理的這番話，正是茅台酒在全球戰略中，堅持文化

長說，茅台要鞏固和提升茅台酒世界蒸餾酒第一品牌地位，更

文明，帶著醇香的東方神韻，擁抱世界，邁向更加美好的未來。」

新魅力，釋放茅台新潛力。

入手、文化開路的最好注解。

「黨的十九大承諾，新時代會繼續保持和擴大經濟開放，

在高速發展的現代化中國，茅台，這個有千年歷史的古老

將給全球經濟注入持久動力。所以，茅台有理由相信，海外市

品牌背後的傳奇故事和蘊含的文化精髓，就像酒瓶上那兩個淩

路，李保芳總經理認為，要長短結合、因勢利導，有序有效推

深深著迷。

場之路會越來越寬、越走越好。」針對新時期的茅台國際化之

空翱翔、傳播友誼的飛天一樣，正在讓越來越多的西方消費者

進海外市場發展。

貴州茅台國際化品牌建設的步伐雖然越來越快，但品牌活

比如，在世界 220 多個國家和地區中，茅台可以在 160

力的本源，依然是中國傳統文化。正如袁仁國董事長在海外經

經銷管道外，還有近 90 個空白市場。進出口公司要在近兩年

勢，就必須不斷增強茅台酒品牌和文化的親和力、感染力、吸

個國家和地區拓展市場，除了已在 60 多個國家和地區建立了

銷商大會上說的那樣，要想彰顯品牌魅力和贏得文化競爭優

內，在超過 100 個國家和地區，建立茅台的營銷管道。為了

引力、競爭力，讓海外更多、更廣泛的人群，通過對茅台品牌

完成「兩年破百」的目標，我們既要深耕「一帶一路」市場，

的瞭解、接受和欣賞，來感受茅台所代表的博大精深的中國文

還要鞏固傳統優勢市場，更要傾力開拓非洲和澳洲市場。

化的魅力。

東方傳統文化之美的品牌推廣不僅僅表現在中國文化元素

上，更體現在對中國傳統價值觀的繼承發揚上，通過對茅台人

喝茅台，品中國

精雕細琢、踐行工匠精神，順應天時、人與自然和諧共生的可持續發展理念，融合貫通、精心勾調的獨特工藝的宣揚，向世

始建於公元 366 年的中國甘肅敦煌莫高窟，現存 700 多

界傳遞中國天人合一、精耕細作的工藝傳統和文化光輝。

個洞窟，幾乎窟窟有飛天。1600 多年來，這些飛天都是平安

茅台人堅信，伴隨著中國綜合國力和影響力的迅速提升，

與吉祥的象徵。從古絲綢之路到今天的「一帶一路」，這些淩

以茅台為代表的中國白酒也一定能為世界認同和喜愛，就像京

空翱翔的飛天，既見證了東西方源源不斷的商貿文化交流，也

劇、熊貓、功夫一樣，茅台，定會成為世界認知中國的新符號。

一直祈福呵護著過往此地的中外商隊。

「喝茅台，品中國」，這是一個目標，更是一個新的期許。

飛天，亦是貴州茅台最具代表性的視覺符號之一。最早用

新使命、新挑戰考驗著茅台人的膽識與魄力、智慧與能力、決

證了一段美酒飄香全球的奇跡，也正在書寫著茅台作為友誼使

會勇奪金獎開始，茅台就將東方文明濃縮在一杯醬香美酒中，

於海外銷售，兩個飄飛雲天的仙女，與兩根紅色飄帶一起，見

斷與眼光。從 1915 年第一次走出國門，參加巴拿馬萬國博覽

者的百年新傳奇。

開啟了一個香飄世界的國際征程。今天，相信經歷了無數歷練，

美酒，就像音樂一樣，是不同文化、不同國家人民加深

志在縱橫四海的茅台人，會「讓世界更加愛上茅台，讓茅台更

瞭解、昇華感情的重要橋樑。「民族的就是世界的。作為百年

加飄香世界」。

民族品牌和中國國酒，茅台有使命更有責任去弘揚中華酒文 17

（作者系貴州茅台酒進出口公司董事長兼總經理）

DEC 2017

Moutai's "Belt and Road" Cultural Trip in South Africa 香遇金色非洲，文化茅台「一帶一路」南非推介會盛況 O

The Moutai delegation led by Moutai Group General

n November 17, Moutai Group's "Meeting in Africa

Manager Li Baofang and other distinguished guests

through the Unique Aroma——China Kweichow

attended the event, including Kang Yong (Chinese Consul

Moutai, the Belt and Road Branding Initiatives in

General in Cape Town), Anroux Marias (Western Cape

South Africa" was held in Cape Town, South Africa. About

Minister of Cultural Affairs and Sport), Suzette Little (Area

500 guests from the political, business, cultural, distributor,

Representative of Cape Town Mayor), Helena von Schlicht

and media circles of South Africa attended the event. This

(Mayor of Cape Winelands District Municipality), Wu

was Moutai's first trip to Africa. As another major overseas

Wendian (Chairman of Moutai's South African distributor

promotion activity after those in Moscow, Milan, San

Quickstep Group), Wu Shaokang (Director of the South

Francisco, and Hamburg, this activity caused a "Moutai

African Chinese Community and Police Cooperation Center

Craze" in South Africa.

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MOUTAI Magazine

and Executive Chairman of Quickstep Group), as well as

between the two countries.

Huawei, China Railway, StarTimes, and other large Chinese

Meeting with Bouquet and Liquor in Cape Town

the representatives from the South Africa companies of enterprises.

During the trip to South Africa, the Moutai delegation

At 7 pm, Moutai's brand promotion was officially

was welcomed by the local people. The Quickstep Group

has established a good branding foundation in South Africa

launched with the African drum dance. A video of "Meeting

South Africa. Quickstep Group Chairman Wu Wendian said

philosophy of "learning from nature" hidden in Moutai

in Africa through the Unique Aroma" demonstrated the

for Moutai, making Moutai prestigious before it landed in

liquor, the inherited pioneering spirit of the Silk Road,

that Moutai as China's national liquor, represented the

and the magnificent vision of China's "Belt and Road"

culture and taste of China. Moutai's promotion in Africa not

Initiative as well as the long-standing friendship and cultural

only brought the taste of hometown for African Chinese, but

exchanges between China and South Africa.

also helped Africans to understand China's liquor culture.

Moutai Group General Manager Li Baofang said in his

Quickstep Group Executive Chairman Wu Shaokang believed that promoting China's liquor culture was an important

speech that today's world was full of contradictions and

themselves into the local community in South Africa, and

of shared destiny, facing the challenges together, as well

disputes, and only by adhering to build a global community

opportunity for helping Chinese people better integrate

as upholding the BRIC spirit of openness, inclusiveness,

helped to promote the cultural exchanges and friendship

DEC 2017

cooperation and win-win progress, could we create a

wished Moutai a success in the "B&R" Initiative.

Initiative was proposed, the achievements in construction

Mayor said that the Chinese guests came from afar to

people along the B&R, from Asia to Europe and to Africa

would face a series of problems: how to meet Africa, move

better tomorrow. In the past four years since the "B&R"

Suzette Little, Area Representative of Cape Town

had been visible and tangible and the sense of gain for the

Cape Town with the aim of cultural exchange; this process

was obvious to all. Cultural exchanges and economic

forward together, create hope, and overcome obstacles;

cooperation were greatly promoted throughout the "B&R"

Suzette Little hoped that all parties would firmly seize this

and we all benefited from this process. Moutai Group wished

opportunity to build a better society and future.

to bring China's development wisdom and contribute to the

Issuing and Signing the Proposal

development of South Africa.

Kang Yong, Chinese Consul General in Cape Town,

In the afternoon of the promotion activity, recom-

expressed his pleasure at the arrival of Moutai. Moutai had now been exported to North America and other places

mended by the Embassy Commercial Office, the Moutai

was still in its infancy. It was reported that at present

Department of Trade and Industry, South African Chamber

delegation held business meetings with the South African

around the world, but the exploration of the African market

of Commerce and Industry, Western Cape Investment and

Moutai's exports in Africa accounted for only 1% of its

Trade Promotion Agency (WESGRO), and representatives

global market, therefore, this visit of Moutai Group to Cape

of Chinese enterprises in South Africa. At the meeting, Li

Town through the "B&R" promotion activity was very wise

Baofang had a friendly talk with Ian Neilson (Deputy Mayor

and many people of Cape Town could taste Moutai for the

of Cape Town).

first time. Cape Town would serve as a gateway for people

During the meeting, Moutai initiated the "Proposal

throughout South Africa to taste Moutai and help Moutai

for African-Chinese Enterprises 'Belt and Road' Common

to open up the African market. Consul General Kang Yong 20

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MOUTAI Magazine

Development Alliance", aiming to unite the government, take the opportunity of "B&R" and adopt the concept of

Launching the "Entering Africa" Commemorative Moutai

innovation, openness and win-win progress, to promote the

"Entering Africa" Commemorative Moutai (53% vol, 375/750

and to jointly export the influence of Chinese enterprises

General Manager of Kweichow Moutai Co., Ltd.) jointly

industry, business, cultural circles and all walks of life, to

Another highlight of the day was the debut of the

equality, mutual benefit, complementarity, integration,

ml). Consul General Kang Yong and Wang Chonglin (Deputy

development and progress of Chinese enterprises in Africa

unveiled the Commemorative Moutai. The liquor bottle was

and Chinese brands in Africa. The initiative was actively

painted with the totem images of South Africa and Moutai,

responded by such enterprises as Huawei, Hisense, as well

symbolizing nature and peace. The strong bouquet implied

as Sinosteel, and was formally signed in the presence of

the golden years and deep feelings in the past 20 years since

the representatives from the Embassy and South African

the establishment of diplomatic relations between China

Department of Trade and Industry.

and South Africa.

Receiving a "Golden Key"

In the promotion activity, distinguished guests from

the South African government, embassy and consulate

To welcome and attach great importance to Moutai's

representatives, and Moutai Group representatives together

trip to Africa, Minister Anroux Marias presented Moutai with

lit the Kongming lantern (sky lantern) that symbolized hope

a special giftâ&#x20AC;&#x201D;a golden key that symbolized honor and

and future for Moutai's activity in South Africa, praying for

blessing. The Minister personally awarded the "golden key"

the friendly development of China and South Africa.

and "Honorary Certificate" to Li Baofang, General Manager

After the promotion activity in South Africa, Moutai

of Moutai Group. Anroux Marias welcomed the entry of

also paid a visit to Namibia and Mozambique, and held a

she also wished that Moutai Group had a bright future and

sponsored by Moutai in Maputo, Mozambique. Moutai's

Moutai into South Africa and more cultural tours of Moutai;

groundbreaking ceremony for the Catembe primary school

became a well-respected world-class enterprise. Anroux

"B&R" series of cultural promotion activities have lasted

Marias expected that Moutai would bring more wonderful

for three years, with footprints in Asia, Europe, North

Chinese culture to South Africa and further promote the

America, and Africa. Moutai Group is accelerating the

economic exchanges between China and South Africa.

global deployment in an all-round way and promoting the

sustained and steady development of the overseas market. 21

DEC 2017

11 月 17 日，茅台集團香遇金色非洲——文化茅台走向

「一帶一路」品牌推介活動在南非開普敦隆重舉辦。活動邀請了來自南非政界、工商界、文化界、管道商、媒體等 500 名

嘉賓參與。這是茅台首次走進非洲，也是繼俄羅斯莫斯科、義大利米蘭、美國三藩市、德國漢堡品牌推介活動後的又一次大型海外推介活動，在南非引發「茅台熱」。

中國駐開普敦總領事康勇、西開普省文化部部長安如 ·

瑪萊（Anroux Marias）、開普敦市市長特別代表蘇澤 · 利特（Suzette Little）、酒鄉市市長海倫娜 · 單葉（Helena von Schlicht）、茅台集團總經理李保芳、茅台南非經銷商極速集

團董事長吳文典、南非華人警民合作中心主任兼極速集團執行主席吳少康、華為、中鐵、長城集團、四達傳媒、海信、中國中車、中遠海運、中國交通建設、中鋼、晶科能源等大型中資企業南非公司代表出席了活動。

此次茅台代表團前來南非受到了當地民眾的歡迎。極速集

團在南非為茅台建立了良好的品牌推廣基礎，使茅台登陸南非前享有盛名。極速集團董事長吳文典表示，茅台作為中國的國酒，代表的是祖國的文化和中國的味道。茅台在非洲的推廣不僅僅讓遠在他鄉的華人回味家鄉，更能讓非洲人瞭解中國的酒文化。極速集團執行主席吳少康認為，推廣中國酒文化是協助華人更好融入南非當地社會的一個重要契機，能助力於兩國人民的人文交流，促進友好關係發展。

「香」遇開普敦，推介會以酒會友

開普敦時間晚 7 時，茅台品牌推介活動在原生態非洲鼓舞

的烘托下正式開始。《香遇金色非洲》一則視頻展示了茅台美酒中蘊含的「道法自然」，呈現了絲綢之路薪火相傳的開拓精神與中國「一帶一路」的宏偉願景，以及中南兩國日久彌堅的深厚情誼和交相輝映的民族文化。

茅台集團總經理李保芳在致辭中表示，今日的世界充滿矛

盾和爭議，只有堅持建設全球命運共同體，共同面對挑戰，秉持開放、包容、合作、共贏的金磚精神，才能創造更美好的明

天。「一帶一路」倡議提出四年來，建設成果看得見、摸得著，從亞洲到歐洲，再到非洲，沿線國家人民的獲得感有目共睹。

「一帶一路」延伸之處無不激蕩著人文交流、經濟合作的浪花，我們都是身在其中的受益者。茅台集團希望帶來中國的發展智慧，為南非的發展貢獻微薄之力。

中國駐開普敦總領事康勇對茅台的到來表示非常開心。如

今茅台已經出口至北美等全球各地，但對於非洲市場的探索仍處於初級階段。據悉，目前茅台在非洲的出口額僅占全球總額的百分之一。因此本次茅台集團通過「一帶一路」的推介活動走進南非開普敦是非常明智的，讓開普敦人民也能第一次品嘗到茅台佳釀。開普敦將作為一扇門，讓整個南非的人民品嘗到茅台，並幫助茅台打開非洲市場。康勇總領事祝願茅台通過回應「一帶一路」獲得成功。

開普敦市市長特別代表蘇澤·利特表示，從中國遠道而來 22

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的客人抱著文化交流的目的來到開普敦，這個過程將要面對一系列問題：如何相遇非洲，如何共同前行，如何共創希望，如何跨越障礙。利特表示，希望大家牢牢把握本次機會，共建美好的社會，開創美好未來。

非洲中國企業「一帶一路」共同發展聯盟倡議簽署發佈

推介會當天下午，在大使館商務處的引薦下，茅台代表團

與南非工貿部、南非工商總會、西開普省投資貿易局、南非中資企業代表等進行了商務會晤。會上茅台集團總經理李保芳與開普敦副市長伊安 · 尼爾森先生（Ian Neilson）進行了友好交流。

此次會晤中，茅台發起了《非洲中國企業「一帶一路」共

同發展聯盟倡議》，旨在凝聚政府、產業界、商界、文化界以及社會各界的共識，借助「一帶一路」東風，以平等互利、優勢互補、融合創新、開放共贏的理念，推動中國企業在非洲的發展與進步，共同輸出中國企業和中國品牌在非洲影響力。倡議獲得在場華為、海信、中車、中鋼等十餘家企業回應，並在大使館代表和南非工貿部見證下正式簽署倡議檔。

李保芳榮獲南非文化「金鑰匙」

為表示對茅台此次非洲之行的歡迎和重視，西開普省文化

部部長安如 · 瑪萊在推介會上給予了茅台一份特殊的禮物—— 一把象徵榮譽和祝福的「金鑰匙」，並親自將「金鑰匙」和

「榮譽證書」授予茅台集團總經理李保芳。瑪萊歡迎茅台走進南非，開啟更多的文化之旅，也祝福茅台集團鵬程萬里，成為享譽全球的世界一流企業。瑪萊表示期待茅台為南非帶來更多精彩的中國文化，為中南兩國的經濟交流添香增彩。

貴州茅台（走進非洲）紀念酒首發

當天活動另一個小高潮是在推介會上首發的 53 度

375ml、750ml 貴州茅台（走進非洲）紀念酒，由中國駐南非開普敦總領事康勇和貴州茅台酒股份公司副總經理王崇琳共同揭幕。紀念酒瓶身上繪以南非和茅台的圖騰形象，象徵著自然與和平，濃烈的酒香寓意著中南建交近二十年來的金色歲月與深厚感情。

推介會上，南非政府嘉賓、使領館代表和茅台集團代表共

同為茅台南非站活動點亮了象徵希望與未來的孔明燈，為中南兩國友好發展祈福。

南非推介活動後，茅台還拜訪納米比亞和莫三比克，並在

莫三比克馬布多舉行援建當地卡騰貝小學奠基儀式。茅台「一帶一路」行系列文化推廣活動已持續了 3 年，足跡遍佈亞洲、歐洲、北美洲、非洲。茅台集團全面加速全球佈局，推進海外市場持續穩健發展。 23

DEC 2017

Building a Comprehensive Cloud Business Platform 茅台全面打造雲商平台

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MOUTAI Magazine

s we all know, the advent of big data and

Internet era is quietly changing the traditional consumption scenarios and behaviors, and

is drastically overturning the traditional business mode

and marketing mode. Many well-known enterprises and

brands are diligently striving to survive in the changed and unchanged, and keep their business evergreen." Wang

Chonglin (Deputy General Manager of Kweichow Moutai Co., Ltd.) put forward the topic of the changed and unchanged of an enterprise in the big data era at the Launch Press Conference of Moutai Cloud Business.

During the 7th China (Guizhou) International Alcoholic

Beverages Expo held this year, the Launch Press Conference of Moutai Cloud Business was held in the Login Hall of Guiyang International Conference & Exhibition Center.

Jing Yaping (Deputy Director of Guizhou Provincial Big

Data Bureau), Zhang Xuesong (Deputy Director of the Data Resources Section of Guizhou Provincial Big Data Bureau),

and other provincial government representatives attended

the conference. In addition, well-known Internet enterprises such as Alibaba, Tencent, Jingdong, and Ant Financial

also attended the conference to share the development achievements of enterprise big data.

A total of more than 200 people attended the conference,

including such Moutai Group leaders as Zhang Deqin

(Deputy General Manager of Moutai Group and Chairman of Xijiu Co., Ltd.), Yang Jianjun (Deputy General Manager and Chief Accountant of Moutai Group), Wang Chonglin

(Deputy General Manager of Kweichow Moutai Co., Ltd. and

Chairman of Moutai Sales Co., Ltd.), and Ma Yupeng (General Manager Assistant of Kweichow Moutai Co., Ltd. and General Manager of Moutai Sales Co., Ltd.) as well as representatives from more than 30 domestic mainstream media and Moutai's distributers across the country.

With the theme of "New trends, new retail, new

marketing", this press conference conveyed the signal of

upgrading and transformation for Moutai Group's marketing mode, as well as its determination to further promote 25

DEC 2017

and implement the strategy of Moutai IoT (Internet of

hot sales and prosperity, Moutai still actively promotes the

all distributors to use the cloud business platform, to fully

buy Moutai easily. I feel that this is a serious and responsible

Things) cloud business. The conference also encouraged

'Moutai Cloud Business' platform, helping consumers to

promote smart marketing, to integrate online and offline

enterprise, and this is also a brand with unswerving ideal."

sales, distribution, and service, to promote the integration

As a leading enterprise in the baijiu industry, Moutai has

and upgrading between cloud business platform and

always been at the forefront of marketing transformation.

thinking for operation and management, making "new

2015, attracting much attention. This time, Moutai brought

traditional channels, and to break through the traditional

The Moutai cloud business strategy was put forward in

marketing and new retail" the future main trend for Moutai's

its cloud business online, which was a new round of

online and offline sales and ushering in a "new marketing

consumption upgrading in the big data and Internet era.

and new retail" pattern.

For today's strategic deployment, Wang Chonglin said,

It is worth mentioning that more than 2,800 Moutai

"Although the transformation for the consumer structure

distributors across the country will be included in Moutai's

of Moutai liquor has been basically completed and official

cloud business platform and comprehensively linked to the

consumption has been shifted to mass consumption, yet

mass market.

the marketing mode has not been effectively upgraded and

For the current prosperous development of big data,

is still relying on the traditional marketing tools, methods

Jing Yaping said, "Although from traditional industries,

and thinking; new ideas and technologies are not fully

Moutai pioneers in big data + strategy, bringing a refreshing

adopted; the study of consumer behavior is not in-depth;

outlook to the industry. Kweichow Moutai is a spirits brand

the outline of consumer portraits is not clear; the analysis

with the world's largest sales in single product as well as

on purchasing psychology is not accurate; the formulation

the first enterprise in China's baijiu industry to use big data.

and implementation of marketing policies are sometimes

Thoughtfulness brings carefreeness. As the spirits enterprise

lagging or passive; market management and marketing

with the highest market value in the world, in the time of

services need to be transformed and upgraded urgently. In 26

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出席了發佈會，分享企業大資料發展成果。

this context, the Moutai cloud business platform comes into

茅台集團副總經理、習酒公司董事長張德芹、茅台集團副

being."

總經理、總會計師楊建軍、茅台酒股份公司副總經理、茅台酒

Besides, Wang Chonglin also introduced the current

銷售公司董事長王崇琳、貴州茅台酒股份公司總經理助理、茅

status of Moutai Cloud Business. He said, "Today's Moutai

台酒銷售公司總經理馬玉鵬等茅台集團領導，以及國內三十餘

Cloud Business will further utilize IoT and big data thinking,

家主流媒體，全國各地茅台經銷商代表共 200 余人出席發佈會。

and integrate online and offline channels more effectively

本次茅台雲商發佈會以「新趨勢、新零售、新行銷」為主

for matching transactions; dialogues and interactions

with consumers will be more precise. Synergy effects will

題，傳達了茅台集團行銷模式升級轉型訊號，以及深入推進和

experience; Online and offline sales, distribution, and

台，全面推進智慧行銷，實現線上線下銷售、配送、服務互動

實施茅台物聯網雲商戰略決心，引導全體經銷商利用雲商平

be achieved from consumers' online payment and offline

一體化，促進雲商平台與傳統管道融合升級，實現廠家、經銷

service will be rapidly integrated to achieve a seamless

商共同走出經營管理的傳統性思維，讓「新行銷、新零售」的

connection between online payment and offline experience;

線上線下交互購物成為茅台今後和未來的主流趨勢，開創「新

from physical stores to digital stores, Moutai Cloud Business

行銷、新零售」行銷格局。

will establish a full-channel sales approach and promote the

值得一提的是，全國將有 2800 餘家茅台經銷商納入茅台

integration and upgrading between cloud business platform and traditional channels, breaking through the traditional

雲商平台，全面連結大眾市場。

and new retail" will be the future main trend for Moutai's

茅台雲商戰略於 2015 年提出，備受關注。此次茅台雲商全新

retail" pattern will come.

的戰略佈局，茅台酒股份公司副總經理、茅台酒銷售公司董事

作為白酒行業領導者企業，茅台一直走在行銷轉型前列，

thinking for operation and management." "New marketing

上線，在大數據及互聯網時代進行新一輪消費升級，對於今天

online and offline sales and a "new marketing and new

長王崇琳表示：「雖然茅台酒的消費者結構轉型已基本成功，

In the conference, Jing Jie (Vice President of Alibaba

實現了公務消費向大眾消費的轉變，但行銷模式尚未進行有效

Group), Jiang Guofei (Vice President of Ant Financial), Ma Bin

的升級，還在依賴于傳統行銷手段、方式和思維，對新理念、

(Vice President of Tencent Group), Feng Yi (Vice President

新技術的應用尚不廣泛，對消費者行為的研究尚不深入，對消

of Jingdong Group), and Ma Wenyi (General Manager of

費者畫像的勾勒尚不清晰，對消費者購買心理的分析尚不精

Guizhou-Cloud Big Data) participated in the dialogue

准，行銷政策制定和實施滯後、被動的情況依然存在，市場管

session to share their views on the development trends

理和行銷服務亟待轉型和升級。正是這樣的背景下，茅台雲商

of the big data era and the strategic achievements of their

平台應運而生。」

enterprises.

此外，王崇琳還特別介紹了茅台雲商的現狀，他說：「今

In recent years, although the transformation for the

consumer structure of Moutai liquor has been basically

天的茅台雲商將更深入的運用物聯網和大資料思維，更有效的

mass consumption, yet the marketing mode has not been

和互動。讓消費者線上支付與線下體驗產生協同效應；實施線

融合線上線下管道進行撮合交易；更精准的與消費者進行對話

completed and official consumption has been shifted to

上線下銷售、配送、服務互動一體化的快速覆蓋，努力實現線

effectively upgraded. Therefore, the launch of Moutai

上支付與線下體驗的無縫銜接，建立從實體店到數位店的全管

cloud business platform is not only a result of marketing

道銷售的方式，促進雲商平台與傳統管道的融合升級，最終要

transformation, but also an enterprise's pioneering practice

實現廠家、經銷商共同走出經營管理的傳統性思維。」「新行

of business mode and marketing mode in the big data and

銷、新零售」的線上線下交互購物成為茅台今後和未來的主流

Internet era.

趨勢，開創「新行銷、新零售」行銷格局。

會上，阿里巴巴集團副總裁靖捷、螞蟻金服副總裁蔣國

「眾所周知，大資料和互聯網時代的到來，正悄然改變傳

統的消費場景、消費行為，正急劇顛覆傳統的商業模式、行銷

飛、騰訊集團副總裁馬斌、京東集團副總裁馮軼、雲上貴州總

企業和品牌都在孜孜以求。」茅台酒股份公司副總經理王崇琳

勢以及自身企業的戰略成果做出了分享。

經理馬文毅一同參與了對話環節，分別就大資料時代的發展趨

模式。如何在變與不變中適者生存，永葆基業長青，眾多知名

近幾年，茅台酒的消費者結構轉型已基本成功，實現了公

在茅台雲商全新上線發佈會上給出了大數據下企業變與不變的論題。

務消費向大眾消費的轉變，但行銷模式尚未進行有效升級，因

台雲商全面上線發佈會在貴陽國際會展中心登陸大廳舉辦。阿

更是企業探索大資料和互聯網時代下商業模式、行銷模式的開

此，茅台雲商平台的推出，不僅是行銷轉型下應運而生的產物，

今年的第七屆中國（貴州）國際酒類博覽會舉辦期間，茅

拓性實踐。

里巴巴、騰訊、京東、螞蟻金服等全國知名互聯網企業也共同 27

DEC 2017

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MOUTAI Magazine

Moutai College:

the First Undergraduate College in China's Baijiu Industry

茅台學院：中國首家白酒行業本科院校

It is not new for a great international enterprise to develop education. For example, McDonald's has McDonald's University while Huawei has a similar college as well. This year China also set up a baijiu-related college. 國際大企業發展教育，並非新鮮事。麥當勞有麥當勞大學、華為亦有人才機構，而中國今年還成立了白酒相關的學府。 29

DEC 2017

n 2017, the establishment ceremony of Moutai

liquor-making engineering, grape and wine engineering,

Distillery (Group) Co., Ltd. (short for "Moutai

engineering, and marketing. Moutai College adopts a

food quality and safety, resource recycling science and

College sponsored by China Kweichow Moutai

running mode of "integrating college, enterprise, study, and

Group") was held in the southern Renhuai City of Guizhou

research", which is the best highlight and distinctive feature

Province. Moutai Group formally declared that Moutai

different from other domestic undergraduate universities.

College was officially established on the scenic Luban

Five new majors are applying for approval, including

Avenue of Renhuai City.

e-commerce, hotel management, as well as environmental

Moutai College is a technical undergraduate college

science and engineering.

funded by Moutai Group. With an investment of 1.879 billion

With an area of about 72 hectares and a building area

RMB and covering an area of about 72 hectares, Moutai

College was built since 2012 and is the first undergraduate

of â&#x20AC;&#x2039;â&#x20AC;&#x2039;295,000 square meters, Moutai College boasts advanced

owned enterprise in Guizhou. On May 23, 2017, China's

full coverage of computer network system on campus,

teaching and research facilities, abundant book resources,

college established by a baijiu enterprise in China or a state-

beautiful and superior learning environment, as well as

Ministry of Education sent a letter to Guizhou Provincial

comfortable and convenient accommodation. Based on

Government, formally approving the establishment of

engineering subjects, it also coordinately develops other

Moutai College. At present, with 169 teachers, Moutai College

subjects, striving to create a group of professional majors

also hires a group of academicians, scholars, and experts

that center on liquor-making engineering. In 2017, the

as guest professors and hires more than 200 technicians

college enrolled students in five majors, that is, liquor-

from Moutai Group as practice and training instructors.

making engineering (baijiu orientation), grape and wine

Currently, the college has five majors for undergraduates: 30

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MOUTAI Magazine

engineering, food quality and safety, resource recycling

thinking. The college also implements the education

science and engineering, and marketing.

mode of "production-education integration and college-

At present, Moutai College has 376 full-time and part-time

enterprise cooperation", coordinates production, education,

teachers, including 126 professors, 102 associate professors,

research, and practice for innovation, builds a platform

139 doctoral degree holders, and 162 master degree holders.

for experiment, practice, and training, and cultivates high-

The college adheres to the development concept of

quality and practical talents for the society.

"based on Moutai, serving the liquor industry, serving the

Yuan Renguo, Chairman of Moutai Group, said in his

country, and going abroad", serving as a characteristic and

speech that 100 years ago, a Moutai jar was wisely dropped

Based on engineering subjects, it also coordinately develops

historical journey towards the world, and for more than 100

high-level application-oriented undergraduate college.

to revitalize national prestige, and China's baijiu started a

other subjects, striving to create a group of professional

years, Moutai people of all generations had integrated the

majors that center on liquor-making engineering and meet

Moutai spirit of "hard work, unity, inheritance, innovation,

the talent needs of liquor industry chain. Always serving as

and striving for excellence" and the Moutai tradition of

a non-profit-making college, in addition to the scholarships

"dedication, hard work, and exploring daringly" into their

regulated by the country, Moutai College also sets up a

blood, and vigorously carried forward the Long March

Moutai Scholarship with amount higher than other colleges

spirit of "firm belief, unremitting self-improvement, no

in Guizhou Province to fully encourage students. The college

fearing of sacrifice, marching forward courageously, being

adopts small-class teaching and such methods as case

firm and indomitable, working in unity and helping one

analysis, discussion, and on-site teaching, using questions

another, and overcoming difficulties", making Moutai

to inspire and enlighten students, and cultivate their creative

a time-honored and magnificent treasure of Chinese 31

DEC 2017

civilization as well as the No. 1 distilled liquor brand in the

oriented undergraduate college influential in both domestic

professionals for China's baijiu industry, Moutai College's

Moutai-based and application-oriented technical university,

world. As the first undergraduate college that cultivated

and international liquor-making industry, to become a

establishment was an important event for helping Moutai

and to establish a new model of running a school by an

to be stronger, greater, and better, an exciting event

enterprise.

for speeding up the development of higher education

In his speech, Li Baofang, General Manager of Moutai

in Guizhou, as well as a major event for promoting the

Group, said that the official establishment of Moutai College

Moutai College embodied the trust and support of China's

the strategy of "strengthening enterprise through talent",

transformation and upgrading of China's liquor industry;

was not only a crucial step for Moutai Group to implement

Ministry of Education, contained the care and guidance of

but also complemented the "talent weak link" for Moutai

the Guizhou Provincial Government, carried the hopes and

to accelerate its process of becoming the first 100-billion-

expectations of more than 30,000 Moutai employers, and

level enterprise in Guizhou. Moutai Group would keep in

reflected the sweat and effort of all teachers and students

mind President Xi Jinping's instruction that "the foundation

of Moutai College. Moutai Group would also establish and

of higher education is cultivating moral talents", use "all-

improve a long-term mechanism to pool resources such

staff, entire-process, and all-round education" as a guide,

as manpower, material resources, as well as financial

adhere to the running strategy of "specialization", focus

resources, and vigorously encourage Moutai College to

on the orientation of "based on Moutai, serving the liquor

establish the education mode of "production-education

industry, serving the country, and going abroad", make

integration and college-enterprise cooperation", to create a

concerted efforts to develop the college into "a cradle of

group of professional majors that center on liquor-making

talents and artisans, and a top school in the industry",

engineering, to cultivate high-quality and practical liquor-

achieve the goal of "China's first-class and the world's

making talents, to become a high-level and application-

renowned application-oriented undergraduate college", 32

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Photo by Zhou Yuangang, Xinhua News 新華網周遠鋼攝

DEC 2017

delivering more outstanding talents for the development

座教授，選聘了茅台集團 200 名技師以上職稱人員作為實習

country; Moutai Group would also run Moutai College in

食品品質與安全、資源迴圈科學與工程、市場行銷等 5 個專業。

實訓導師。該學院首批設置本科釀酒工程、葡萄與葡萄酒工程、

of Moutai, the entire Guizhou Province, and even the entire

「院企學研」四位一體是茅台學院的辦學模式，也是區別於其

strict accordance with related laws and regulations, and

他國內本科高校的最大亮點，起點高、有特色。目前已經啟動

based on the running orientation and the main goal of

5 個新專業的申報工作，新專業包括電子商務、酒店管理、環

serving the social and economic development of the entire

境科學與工程等。

Guizhou Province, Moutai Group would strive to create a

學院占地 1076 畝，現有建築面積 29.5 萬平方米。教學科

good learning and educating environment that meets the

demand of the times and has professional characteristics,

研設施設備先進一流，圖書資源充足豐富，電腦網路資訊服務

high-level college.

科以工學為主、多學科協調發展，著力打造以釀酒工程為核心

系統校園全覆蓋，學習環境優美優越，住宿條件舒適方便。學

developing Moutai College into a characteristic, stylish, and

的專業集群。2017 年，釀酒工程 ( 白酒方向 )、葡萄與葡萄酒

工程、食品品質與安全、資源迴圈科學與工程、市場行銷等 5

2017 年，貴州省仁懷市南部新城，由中國貴州茅台酒廠

個專業招生。

（集團）有限責任公司主辦的茅台學院掛牌儀式暨設立慶典活

目前，茅台學院有專兼職教師 376 人，其中：教授 126

動在這裡舉行，茅台集團正式對外宣告：茅台學院正式誕生，

人、副教授 102 人、博士學位獲得者 139 人、碩士學位獲得

坐落在風景秀麗的貴州省仁懷市魯班大道。

者 162 人。

茅台學院是一所由茅台集團規劃出資 18.79 億元於 2012

學校以「立足茅台、服務酒業、報效國家、走向世界」為

年開始創建的一所應用技術型本科高等院校，是中國首個白酒

企業、貴州首家國有企業舉辦的本科院校，占地面積 1076 畝。

發展理念，辦有特色、高水準的應用型普通本科高校。一、以

同意設立茅台學院。茅台學院現有教師 169 人，還聘請了一

力打造以釀酒工程為核心的專業集群；二、堅持非營利辦學性

工學為主、多學科協調發展，圍繞釀酒產業鏈的人才需求，著

2017 年 5 月 23 日，中國教育部向貴州省人民政府發函，正式

質，除按照國家規定設立的獎助學金以外，設立「國酒茅台獎

批「兩院」院士、外籍院士、長江學者、「傑青」專家作為客

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助學金」，其金額高於本省其它高校，最大限度地激勵學生成學成才。三、實施小班授課，融入案例式、討論式、現場式等教學方式，以問題為導向，啟發學生思考，啟迪學生智慧，訓

練學生創新思維的素質能力。四、實施「產教相融、校企合作」辦學模式，產學研用協同創新，建構實驗實習實訓平台，培養適應社會的高素質應用型人才。

茅台集團董事長袁仁國在講話中說，百年前，因「智摔酒

瓶揚國威」，開啟了中國白酒飄香世界的歷史征程。100 多年裡，歷代國酒人將「艱苦奮鬥、團結拼搏、繼承創新、爭創一流」的茅台精神和「愛崗敬業、吃苦耐勞、勇於探索、甘於奉獻」的茅台傳統融入血脈，大力弘揚「堅定信念、自強不息、不怕犧牲、前赴後繼、勇往直前、堅韌不拔、眾志成城、同舟共濟、不折不撓、克服困難」的長征精神，將茅台酒釀造成為歷史悠久的中華文明的絢麗瑰寶，把茅台打造成了世界蒸餾酒第一品牌。茅台學院成功設立，標誌著中國有了第一所為白酒行業培養專業人才的本科院校，是助推茅台做強做優做大的一件要事，是推動貴州高等教育加快發展的一件喜事，是引領中國酒業轉型升級的一件大事。其間包含著國家教育部的重托和支持，凝結著貴州省委、省政府的關心和指導，承載著三萬多名國酒員工的期盼和願望，凝聚著茅台學院全體師生的汗水和心血。茅台集團將建立健全長效機制，集中人力、物力、財力等資源，大力支持茅台學院建立「產教相融、校企一體」辦學模式，打造以釀酒工程為核心的特色專業群，培養釀造類一流應用型人才，建設在國內外釀酒業有影響的高水準、應用型本科高校，立足茅台創建應用技術大學，樹立企業辦學新典範。

茅台集團總經理李保芳在致辭中說，茅台學院正式掛牌，

既是茅台集團實施「人才強企」戰略的關鍵性一步，更是補齊了加快推進茅台實現全省千億級企業零突破的「人才短板」。茅台集團將牢記習近平主席「高校立身之本在於立德樹人」的

囑託，以「全員、全過程、全方位育人」為指引，堅持「專業化、特色化」辦學策略，緊緊圍繞「立足茅台、服務酒業、報效國家、走向世界」的辦學定位，凝心聚力、銳意進取，集中力量把學院建成「人才打造的場所，工匠培養的搖籃，行業一流的學校」，努力實現「國內一流、世界知名的應用型普通本科院校」的辦學目標，為茅台、全省乃至全國酒業發展輸送更多優秀人才。將嚴格按照《高等教育法》、《民辦教育促進法》等法律法規規定，規範茅台學院辦學，圍繞辦學定位，扎實做好頂層設計，以服務全省社會經濟發展大局為主線，努力營造符合時代要求、具有專業特色和尚學、勤學、善學的良好育人環境和氛圍，力求把茅台學院辦出特色、辦出風格、辦出水準。 35

DEC 2017

Caring About Moutai for Half a Century Interview with China's Liquor-Making Master Ji Keliang 半世紀心系茅台專訪中國釀酒大師季克良 TEXT/ 文 Jocelyn Chenlin Liao TRANSLATOR/ 譯 Billy Yung

years

Ji Keliang, an authority in China's baijiu industry and the Honorary Chairman of Moutai Group, has dedicated himself to Moutai for half a century.

Gray hair, gentle, friendly, and elegant is the first impression of this liquor-making master for us. Some people call him "the Godfather of Moutai", while Moutai people affectionately call him "Venerable Ji". Every time when talking about Moutai, he always has endless stories. 季克良，中國白酒行業的泰斗之一，貴州茅台酒廠名譽董事長，為茅台奉獻了半個世紀，被外界形容為「杏花煙雨風骨，烏蒙磅礴氣勢」。一頭銀髮，溫和可親，儒雅斯文，是這位中國釀酒大師予我們的第一印象。有的人稱他為「茅台教父」，而茅台人親切地稱他為「季老爺子」。每當季老爺子講起茅台，總是有說不完的故事。 36

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DEC 2017

Healthy Drinking is Harmless When hearing of liquor, especially high-alcohol liquor,

many people will probably think that alcohol is harmful to liver. This idea has existed for hundreds of years. Majoring in food fermentation, Ji Keliang graduated from Wuxi

Institute of Light Industry (now Jiangnan University) in

1964. Then, he was assigned to Moutai Distillery. He learned that Premier Zhou Enlai used Moutai liquor to entertain

many leaders from various countries, such as U.S. President Nixon, Japanese Prime Minister Kakuei Tanaka, and French

President Pompidou. Zhou Enlai also told Nixon that Moutai liquor tasted good, did not cause hangover, and could cure various diseases. Moutai even set off a series of craze in the world. As a worker of Moutai Distillery, Ji Keliang was very

excited about the news and used a notebook to record these historical events. From then on, he had faintly felt Moutai's connection with health.

This Moutai craze led to better sales. In order to

meet market demand, the distillery needed to increase

production. At the time, in addition to veterans, there were

many educated youths as well in the staff. Due to poor living conditions in China at that time, many educated youths suffered from stomach problems, however, after a long

career at Moutai Distillery, both their health and capacity for liquor were improved.

More than one people had told Ji Keliang that Moutai

could cure disease. A former military commander of Guizhou said to Ji Keliang on a phone call, "You have saved my life." It turned out that this commander suffered from hepatic space-occupying lesions. He took lots of medicine but

gained no effect, then, he kept drinking Moutai liquor and eating seafood, and his health was surprisingly improved. Since then, many people, including a commander and

a British distributor, told Ji Keliang that their serious ear

phenolic compounds than other similar liquors. Besides,

due to Moutai liquor. There were numerous such examples.

and stored for at least three years, therefore, stimulating

Moutai liquor is always collected at high temperatures

diseases, stomach problems or liver diseases were eased

elements have evaporated while many beneficial trace

In the 53 years of Ji Keliang's dedication to Moutai,

elements remain and this is why Moutai is healthy. In recent

he himself had already consumed more than two tons of

years, he further discovers that Moutai cures stomach

Moutai, but has no liver disease or stomach problem at all.

disease probably because it can kill Helicobacter pylori. Ji

Ji Keliang has written three articles: "Mysterious Moutai,"

Keliang conceives that, maybe in the future, more scientific

"Moutai and Health," and "Moutai and Helicobacter Pylori".

arguments will prove Moutai's effect on the cardiovascular

He used scientific theories to prove that drinking Moutai

system.

was good for health. According to the explanations in the

As a man of 78, Ji Keliang still drinks 50-100 grams of

articles, without adding water when being made, Moutai

Moutai liquor every day. He says that as long as we follow

liquor has high acidity and contains several times more

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Western liquor is relatively simple, in which only one type of yeast is added. The fermentation process of Moutai liquor, however, emphasizes nature's rule and involves various

natural microbes that have different features and effects. In this case, a liquor maker must be very skillful in controlling accumulation fermentation and arousing the enthusiasm of different microbes. This is as difficult as mobilizing

thousands of soldiers. Only when all these microbes are properly deployed can the Moutai liquor be mellow yet elegant and delicate. Maintaining such artisan spirit of

pursuing perfection is very difficult. This is also one of the important reasons for the high value of Moutai.

the principle of "proper quantity, rational, civilized and

Although Moutai's technique is already a "living fossil of

regular", and taste Moutai slowly, the liquor will be very

China's baijiu technique", yet the modern scientific methods

wholesome.

make Moutai's production better and better. In the past, the testing of liquor quality relied more on technicians'

Accumulation Fermentation: Artisan Spirit

tasting. Now Moutai is using machine testing, with more

sophisticated methods and more effective big data analysis.

Today's Moutai Town is equipped with the winding

Ji Keliang says, "Now is better than the past and it will be

mountain road and the Moutai Airport jointly built by

better in the future." Moutai's output has soared from about

Renhuai government and Moutai Group, however, 40 to 50

200 tons at the time of Ji Keliang to more than 20,000 tons

years ago, due to poor water, land and air transportation,

today.

literati, writers, experts and scholars rarely came here so

Quality is the Top Priority

that there were very few literary and historical materials

about Moutai. At that time, there were various rumors about

This year, Kweichow Moutai started to surpass the liquor

the birthplace of Moutai. Some said that it came from Shanxi while others said that it was from Shaanxi.

giant Diageo. As Moutai becomes the spirits enterprise

painstaking research on Moutai's technique, he found that

start to question whether Moutai can keep its quality all

with the highest market value in the world, some people

Ji Keliang doubted these rumors very much. After

the time. In response, Ji Keliang says that when there is a

the technique still retained the characteristics of farming

conflict between quality and output, development pace,

society. For example, entire grain of sorghum was used

cost, benefits, or workload, everything must be subordinate

as raw material, and only two materials feedings were

to quality. When the conflict between quality and output

carried out in a year. The liquor was produced according to

is not obvious, he believes it is necessary to systematically

the seasonal characteristics,and from material feeding to

analyze the factors that affect output and quality, and weigh

delivery of finished product, each bottle of ordinary Moutai

the relationship between them. In short, it is absolutely

liquor was made through at least five years. This period

forbidden to affect the originally high quality because of

involved five steps (yeast production, liquor production,

the increase of output. In order to improve product quality,

storage, blending and packaging), 30 processes, and 165

Ji Keliang puts forward nine pieces of experience and 12

processing procedures. The liquor in production absorbed

insistences. He also analyzes 10 characteristics of Moutai's

the seasonal essence of heaven and earth. Ji Keliang

technique, leading to the stable and long-term improvement

believed that Moutai's technique was a "living fossil of

of Moutai liquor quality.

China's baijiu technique".

years

In addition, Ji Keliang particularly stresses that the

Ji Keliang jokingly says that the liquor-making process

and cooking are similar. One of its steps, however, can best

maintenance of quality is greatly related to the number and

fermentation. The production of many types of liquor

speed properly can Moutai have higher output and better

ingenuity of artisans. Only by controlling both scale and

reflect Moutai people's artisan spirit, that is, accumulation

quality.

is inseparable from fermentation. The process of some

DEC 2017

Ji Keliang believed that Moutai's technique was a "living fossil of China's baijiu technique". 季克良認為，茅台酒工藝是「中國白酒工藝的活化石」。

健康飲酒不傷身

樣的例子不勝枚舉。

季克良為茅台奉獻的 53 年中，他本人累計已飲進超過 2

噸的茅台酒，始終沒有肝病和胃病的問題。

許多人一聽到酒，尤其是高度酒，第一反應是酒精傷肝，

季克良曾撰寫過《神秘的茅台酒》、《茅台酒與健康》

這種思想存在了幾百年。1964 年畢業於無錫輕工業學院（現

江南大學）食品發酵專業隨即被分配到茅台工作的季克良，得

和《茅台酒與幽門螺旋桿菌》三篇文章，用科學理論佐證了飲

國總統蓬皮杜等各國領導人時，都使用茅台酒。周總理還特意

其它同類酒高幾倍，而且一直保持高溫摘酒，至少存放三年，

茅台有益健康。文章曾闡述由於茅台酒酸度高，酚類物質也比

知周恩來總理在宴請美國總統尼克遜、日本首相田中角榮、法

對人體刺激的成分已揮發，留下的有益微量物質多，且從不添

向尼克遜介紹茅台酒，形容茅台酒好，茅台酒好喝，喝茅台不

加任何非發酵物質，甚至連水都不准添加一滴，從而明確提出

頭痛，能治百病。世界上更是掀起了一股茅台熱。當時還是貴

茅台酒有益健康。近年來，他進一步發現了茅台酒治癒胃病

州茅台酒廠一名工人的季克良，聽聞這些消息興奮不已，還特

可能跟茅台酒能殺死幽門螺旋桿菌有關。季克良設想，也許未

意用一個本子，將這些歷史事件記錄下來。從那時起，他隱約

來，有更多的科學論據，能夠證明茅台跟心血管的關係。

感覺到茅台與健康有關聯。

現年 78 歲的季克良，仍然每天保持喝一至二兩茅台酒。

這股茅台風潮帶動了銷量，為了滿足市場需求，酒廠需要

他說，只要遵循適量、科學、文明、規律這八字方針，慢慢品

發展生產。當時招來的除了轉業退伍軍人，還有知青。由於當

嘗茅台酒，十分有益健康。

時中國生活條件欠佳，許多知青患有胃病。但長時間在車間勞動經常品嘗茅台酒以後，他們的病情不但好轉了，而且酒量也大了。

堆積發酵：匠人精神

向季克良反應茅台能治病的人不止一個。原貴州軍區司令

的一位廣東朋友和季克良通電話時，對方說的第一句話是：「你

今日的茅台鎮，擁有依山而建的蜿蜒公路，更有仁懷政府

是我的救命恩人，你救了我啊！」原來這位朋友罹患肝占位，吃了很多藥無果，反而是堅持喝茅台酒和吃海鮮後得以好轉。

與貴州茅台集團共同籌建的茅台機場。然而，在四、五十年前，

反映因飲茅台酒而使嚴重的胃病、耳疾或肝病等得到緩解，這

得茅台的文史資料少之又少。那時候，關於茅台發源地的傳聞

由於水陸空交通不發達，文人墨客、專家、學者鮮有前往，使

此後，原武漢某空軍師的副政委、英國的經銷商等，陸續向他

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有成效。季克良說：「現在比過去好，今後比現在更好。」茅

流言四起，有的說是山西傳來，有的說是陝西傳來，甚至由於

台的產量從季克良初到茅台時的 200 多噸，飛躍地增長到了

華茅的「華」與「花」音節相近，被謠傳是杏花村的酒。

現今的 40000 多噸。

季克良聽著十分不服。經過潛心研究茅台的工藝，他發

現，茅台工藝至今還保有農耕社會的特徵，譬如原料使用整顆高粱，一年只投兩次料，根據季節特徵進行不同步驟的生產，

一切服從於品質

一瓶普通茅台酒，從投料至產品出廠，至少需要 5 年時間。這

期間，要經歷傳統的制曲、制酒、貯存、勾兌和包裝 5 個過程，

今年，貴州茅台首度超越英國酒業巨頭帝亞吉歐，一躍

歷經 30 道工序、165 個工藝環節。釀制的酒漿吸納了春夏秋冬天地之精華靈氣。季克良認為，茅台酒工藝是「中國白酒工

成為全球市值第一酒廠，有的人開始對茅台酒的品質能否保持

季克良也笑說釀酒的過程跟炒菜不相上下。然而最能體

的時候，產量必須服從品質，當發展的速度和品質發生矛盾的

如一產生了問號。季克良對此回應道，當品質和產量發生衝突

藝的活化石」。

時候，發展速度必須服從品質，當成本和效益和品質發生矛盾

現茅台匠人精神的環節當屬堆積發酵這一個步驟。許多酒的製

的時候，那麼效益成本必須服從品質，當工作量和品質發生衝

作都離不開發酵，但有的洋酒過程比較簡單，只需要加一種酵

突時，工作量必須服從品質。當品質和產量的矛盾不明顯的時

母，而茅台酒發酵的過程一切講求自然，所以融合了自然界多

候，他認為需要進行系統地分析影響產量和品質的因素而權衡

種多樣的微生物，無論作用大小，無論好抑或壞，全部存在裡

兩者的關係。總而言之，絕對不能因為產量的擴大而影響到原

面，這時候就需要釀酒師精湛的技術去把控堆積發酵，調動不

有的高品質。為了提高產品品質，季克良提出了提高醬香酒品

同微生物間的積極性，難度就像調動千軍萬馬一樣，誰適合當

質的九條經驗，提出了 12 個堅持。他還分析了茅台工藝的十

將軍，誰適合當師長，誰適合當士兵，只有調配好了，茅台酒

個特點，使茅台酒品質長期穩定提高。

才能醇厚又不失幽雅細膩，保持這種精益求精的匠人精神實屬

此外，季克良特別強調一點，品質的保持，與品質和匠人

不易，這也正是造就茅台酒高價值的重要原因之一。

的數量、匠人的能力有莫大的關聯，將規模和速度盡在掌控之

雖說是中國白酒工藝的活化石，但現代化的科學技術，讓

中，才能實現茅台產量越高，品質更好。

茅台的生產更上一層樓。以往檢測酒的好壞，多靠技術人員用嘴巴品嘗，現在茅台則借助機器檢測，手段更加精細，分析更

DEC 2017

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Rech by Alain Ducasse at InterContinental Hong Kong

「鮮」入為主

香港洲際酒店 Rech by Alain Ducasse TEXT/ 文 Jocelyn Chenlin Liao IMAGE/ 圖 InterContinental Hong Kong

DEC 2017

A great chef can create a world-class restaurant. A world-class restaurant offers a promising platform to a great chef. 一位卓越的大廚，可以成就一家世界級的餐廳，一家世界級的餐廳，又能讓一位大廚熠熠生輝。

orld-renowned French chef Alain Ducasse was

born in 1956 in a farm in Landes, France. He grew up accompanied by chicken, duck and cow. He

got in touch with porcini and foie gras since childhood. This experience made him very familiar with the taste of food in an early time and he quickly learned to respect, store and cook them.

At the age of 16, he joined the catering industry and grew

up very fast. In 1987, he took over the chef position at the

l'Hôtel de Paris in Monaco and the Le Louis XV restaurant at la Société des Bains de Mer.

1998 is a significant year to Alain Ducasse. That year,

two of his Parisian luxury restaurants Alain Ducasse and

Le Louis XV each won the 3-Star Michelin Award. In 2003,

Ducasse opened the restaurant "Spoon by Alain Ducasse" at InterContinental Hong Kong and successfully won the Michelin 1-star honor. 14 years later, Ducasse once again

gave a surprise to Hong Kong. He brought Rech, a centuryold seafood restaurant in Paris, to InterContinental Hong

Kong as the restaurant's first stopover from France to the world.

The headquarters of Rech is in Paris, France. In 1925,

the Alsatian Adrien Rech transformed a small grocery store into a restaurant. Most notably, he placed a large number

"To appreciate beautiful seafood is to appreciate its personality by knowing how to adapt the cooking process to reveal all the subtlety of flavors, unique to its own." ——Alain Ducasse

of oysters on the seafood stalls around the restaurant,

attracting customers' attention and making fresh oysters a must dish for every customer of Rech. After decades, Rech Restaurant has become one of the leading restaurants in

Paris catering industry and its position is consolidated. In 2007, Rech invited Alain Ducasse as its head and infused new energy into the restaurant.

Approaching Rech Hong Kong, you can feel warm

because of the honey color tone. It has a simple design style. Marie Deroudilhe, who revamped the Parisian restaurant in

「要欣賞美味的海鮮是要了解並欣賞它的『個性』，懂得以適合的烹調手法帶出其鮮味和獨特之處。」 ——阿兰·杜卡斯

2012, has designed the Hong Kong outpost, which features signature elements from Rech Paris, with inspiration from the seaside. The key design elements of Marie's light

and airy décor are reminiscent of the sea—the inside of a seashell, a piece of floating wood, drifting clouds, the

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DEC 2017

shimmering sunlight on the surface of the water and waves —interpreted in a special way in Hong Kong.

There are a lot of stones placed on the table and plate.

The stones are from the Atlantic Ocean, which make guests think of the French seaside environment. Both Rech Paris and Rech Hong Kong have bespoke "Branca" chairs by

British designer Sam Hecht for Mattiazzi (Italy). Inspired by driftwood and polished by the sea, each "Branca" chair is

made robotically from a solid piece of beech wood with no metal, glue or nails.

The color tones of Rech's main vision are blue and white,

which are also reflected in the table by dark blue and white tableware. The custom designed tableware by designer Belgian and ceramist Pieter Stockmans reflects seaside

elements with his distinctive palette of deep cobalt blues. Each piece created by the artist is a unique and original

item. New plates by bespoke French porcelain manufacturer Pillivuyt and Jean-Pierre Guilleron.

To inherit the authentic French seafood experience,

Rech serves the best fish, shellfish and oysters from France. With chef Ducasse's personal interpretation, it offers the

unforgettable taste made by chef using the top quality fish and shrimp.

At Rech, only the best fish and shellfish are used,

including species that are rarely seen. The Jégo Brothers

established over 20 years ago in Etel, the ancient tuna port in Morbihan Brittany. They have been provided Rech with freshest products that using the environmental friendly

fishing techniques. From the freshest oysters of France to the signature "fried monkfish", seafood is the key attraction. The restaurant's famous aged Camembert as well as desserts like "XL éclair, chocolate or vanilla" and "Mr. Rech" made

with iced cottage cheese and seasonal berries, complete the experience.

Rech Hong Kong also has a unique scenery - the Victoria

Harbor's view. Guests can enjoy the bustling scene of the

Oriental Pearl and tasting the authentic French cuisine at the same time. 46

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天然光線透入。映入眼簾的拓印畫是法國藝術家 Jean-Pierre

享譽世界的法國大廚阿兰 ‧ 杜卡斯 (Alain Ducasse)1956

Guilleron 的作品，他深受亞洲文化薰陶，擅長將魚和貝殼類

年出生于法國朗德省一个农场。鸡、鸭、牛伴隨著他的成長，

海產拓印至藝術品上。

年少的他已接觸牛肝菌与鹅肝，這樣的經歷讓他很早就熟知食

餐廳的餐桌中央及展示盤內都放置了取自大西洋的石頭，

物的味道，并很快地学会了尊重、贮藏和烹饪它们。

16 歲起，他就加入了他所鍾情的餐廳，成長速度驚人。

設計師希望令客人聯想到法國海邊的環境。它還沿用了巴黎

Bains de Mer）的摩納哥巴黎大飯店（l’Hôtel de Paris ）主廚

Sam Hecht 設計。每張 Branca 座椅由一塊完整的木頭精心雕

總店的座椅，天然橡木色欅木椅及皮坐墊由 Mattiazzi 設計師

1987 年，他接掌摩納哥濱海酒店度假集團（la Société des

製，由英國設計師 Sam Hecht 觀察樹枝起、承、轉、合的各

職位以及路易十五餐廳（Le Louis XV）。

種動態設計而成。

1998 年對杜卡斯意義非凡。那年，他的兩間巴黎高檔餐

Rech 的主視覺設計以藍、白海洋色調為主，這樣的色調

廳 Alain Ducasse 及 Le Louis XV 各奪三星米芝蓮殊榮。2003 年，杜卡斯在香港洲際酒店開設 Spoon by Alain Ducasse 餐

也體現在餐桌上。桌上擺放了深藍色和白色的餐具。白色的展

給香港帶來一個驚喜：他把接管十年的法國巴黎百年老字號海

Pieter Stockmans。另外，餐廳更向法國 Pillivuyt 訂製了印刻

示盤、深藍色的麵包盤及爉燭台均出自比利時設計師、陶瓷家

廳，並順利取下米芝蓮一星榮譽。14 年以後，杜卡斯再一次

6 款不同海洋生物的瓷碟。

鮮餐廳 Rech，帶到具有底蘊的香港洲際酒店，成為這家餐廳

Rech 香港秉承了總店的特色，它每星期三次從法國空運

從法國走向世界的第一站。

Rech 總店位於法國巴黎。1925 年，亞爾薩斯人 Adrien

最新鮮的海產和生蠔到港。香港與巴黎的 Rech 採用同一家供

的是，他擺放了大量的生蠔在餐廳周圍的海產攤上，吸引了顧

國當地的米芝蓮三星餐廳。以最優質的鮮魚和貝殼類海產，加

貨商——法國西北部布列塔尼半島 Jego 兄弟，供應海鮮給法

Rech 將一家小型的食品雜貨店改造成了一家餐廳，最具特點

上 Alain Ducasse 的個人演繹，使 Rech 擁有了新的品味。

客的眼球，營造了一種來 Rech 吃飯必點新鮮生蠔的氛圍。歷

Rech 香港與巴黎同步供應菜式，例如海鮮拼盤、招牌原

經數十年，Rech 餐廳成為巴黎餐飲界的翹楚級餐廳之一，地位鞏固。在 2007 年，Rech 邀請了阿兰 ‧ 杜卡斯作為它的掌

條龍脷及煎魔鬼魚。其中，「煎魔鬼魚」更是 Rech 的長青菜

走近 Rech 香港，你感受到餐廳整體的色調偏蜜糖色，有

文畢 (Camembert) 芝士亦是唯一一款巴黎 Rech 供應的芝士，

式，這道菜自 1930 年起供應至今，依然飽受好評。另外，金

門人，為這間餐廳注入了新活力。

自 1925 年一直供應至今。在我們品嚐佳餚期間，服務生端出

一種清新、簡約的風格。Rech 香港與法國總店的一脈相承，

一大盤金文畢芝士，實在讓人忍不住多嚐幾口。Rech 的招牌

首先體現在餐廳的設計上。法國設計師 Marie Deroudilhe 於

甜品有特大香草或朱古力泡芙、Mr. Rech 榛子雪糕配朱古力

2012 年為巴黎的 Rech 餐廳換上全新面貌， Rech 香港也由他

醬。所有甜品內的朱古力均採用巴黎阿兰 ‧ 杜卡斯自家廠房

親自操刀。把握餐廳的景觀優勢，利用天然採光和空間感，還

製造的朱古力。香港分店獨有的是四款生醃魚及海鮮的小吃。

原了法國的海邊情調，與傳統法式餐廳巴洛克似的歐式風格不

Rech 香港還有一個得天獨厚的條件，它坐擁維多利亞港

同，Rech 更具現代感。它的主調為白色，設計師運用了柔和

的景色，客人可以邊欣賞東方之珠的繁華美景，邊享用法國正

的色調，給客人一個更輕鬆自在的用餐體驗。餐廳餐廳的正門

宗美食。

安裝了一排白色百頁窗簾，靈感來自法國海邊的度假屋，讓 47

DEC 2017

Derawan Indonesia

A Diving Paradise with Diversification

印尼德拉旺物種豐富的潛水天堂 TEXT/ 文 Jocelyn Chenlin Liao IMAGE/ 圖 Simon

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MOUTAI Magazine

DEC 2017

WHALE SHARK 鲸鲨 The whale shark (Rhincodon typus) is a slow-moving, filterfeeding carpet shark and the largest known extant fish

species. The largest confirmed individual had a length of 12.65 m (41.5 ft) and a weight of about 21.5 t (47,000 lb).

The whale shark holds many records for sheer size in the animal kingdom, most notably being by far the largest

living nonmammalian vertebrate. It is the sole member

of the genus Rhincodon and the only extant member of

the family Rhincodontidae which belongs to the subclass

Elasmobranchii in the class Chondrichthyes. Before 1984 it

was classified as Rhiniodon into Rhinodontidae. The species originated about 60 million years ago.

The whale shark is found in open waters of the tropical oceans and is rarely found in water below 21 ° C

(70 ° F). Modeling suggests a lifespan of about 70 years, but

The largest

20 m

length

measurements have proven difficult. Whale sharks have

very large mouths and are filter feeders, which is a feeding

mode that occurs in only two other sharks, the megamouth shark and the basking shark. They feed almost exclusively

on plankton and are not known to pose a threat to humans.

鯨鯊（學名：Rhincodon typus），又名鯨鮫、豆腐鯊、大憨鯊，是目前

世界上體型最大的魚類，屬於軟骨魚綱須鯊目鯨鯊科。截至目前為止，生物學家實際記錄到的最大尺寸為 12.65 米長，21.5 公噸重，其他體型更大的個體報告並未確認。鯨鯊為鯨鯊科（Rhincodontidae，1984 年前稱為

Rhinodontes）及鯨鯊屬中唯一的成員，生物學家認為這種鯊魚大約出現在 6000 萬年前。

nown as the "Land of Thousands of Islands",

鯨鯊生活在熱帶和溫帶海域中，壽命可達 70 年至 100 年。雖然鯨鯊具有

scattered in different sea areas, its scenery is not

鯨鯊正在捕食一群小型魚類。

非常寬大的嘴巴，不過它們其實是一種濾食動物，主要捕食小型動植物（包

Indonesia consists of 17,508 islands. As the island

括浮遊生物），但英國廣播公司的自然紀錄片《行星地球》曾拍攝到一條

the same. In addition to facing the sea and walking on the

生物學家在 1828 年 4 月根據一條南非桌灣捕獲到的個體，首次辨認出鯨

beach, diving, is undoubtedly a highlight.

鯊。開普敦英國軍醫安祖魯 · 史密斯（Andrew Smith）在隔年進一步描

述這條鯨鯊的特征，然後在 1849 年公布更多有關鯨鯊的細節。「鯨鯊」

Derawan is one of the diving destinations in Indonesia.

這個名稱來自魚類生物學，表示鯨鯊的體型與鯨魚一樣龐大，而且它們跟

It is located in the area of Palau, outside the mainland of

許多鯨魚同樣都是濾食動物。

East Kalimantan. With an area of about 220,400 square

鯨鯊棲息在熱帶與溫帶海域，大約分布在南北緯 30 度的範鯊每年春天會

kilometers, East Kalimantan is one of the four provinces

遷移到西澳大利亞中部的大陸棚海域，這裏的寧歌路珊瑚礁（Ningaloo

Reef）為鯨鯊提供了豐富的食物來源（浮遊生物）。鯨鯊以浮遊生物為主

encompassed by Borneo Island, the third largest island in

食，它們會在一些海域進行季節性的覓食活動，例如西澳大利亞寧歌路珊

the world, and the second largest province in Indonesia.

瑚礁、洪都拉斯、菲律賓董索與八打雁（Batangas）、坦桑尼亞奔巴島、馬菲亞島與桑吉巴、印度大卡吉鹽沼地（Great Rann of Kutch）、墨西哥

The Derawan Island chain includes the islands of

尤卡坦州穆赫雷斯島及荷布斯島、馬達加斯加貝島、印度尼西亞烏戎庫隆

Derawan, Sangalaki, Maratua and Kakaban, and is home

國家公園等地，以色列埃拉特也有非常少數的鯨鯊聚集。

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MOUTAI Magazine

to one of the world's only saltwater lake as well as one of the largest green turtle nesting sites in Indonesia. These paradise islands are situated within the fabled Coral

Triangle, with all the richness and beauty within its exotic underwater landscapes that one would expect from such a location. Over 20 dive spots across the island allow

visitors the opportunity to immerse themselves amidst

the bountiful treasures which tucked neatly beneath the

sapphire waters. Maratua's garden under the sea proudly

exhibits an abundance of colorful coral reefs populated with a large variety of species of fish, green turtles, manta rays

Sulawesi. As an example, at night when you don't need

and other marine life.

any urgent electricity, the management will shut down the

Since Manta Alfredi is a very rare animal, many tourists

electricity on this island. Thus, this island is very quiet and is

come to Sangalaki to see this very unique animal. This

a favorite place for those of you who like to stay away from

tropical animal looks like a stingray, but both its

busy and noisy cities.

whiskers work as wings. Popular diving

To reach Sangalaki Island, you may take an airplane from

points in this area include Channel

Soekarno-Hatta airport in Jakarta to Sepinggan airport

Entrance, Coral Gardens,

(BPN) in Balikpapan. Among airlines flying to Balikpapan are

Town, Sandy Ridge,

Garuda Indonesia, AirAsia, and Lion Air. From Sepinggan,

Manta

you may take a Deraya airplane to the capital city of Berau district, Tanjung Redeb. Deraya serves commuter and

chartered flights. During this journey, you may see the life of the local community in the Kalimantan hinterlands which are not influenced by modernization.

Kakaban Island is a large coral atoll in the Derawan Archipelago in the Regency

of Berau, off the east coast of East

Kalimantan Province, covering

774 hectares of uninhabited

terrain. Its most distinctive feature is a huge land-

locked lake, which makes up

almost two thirds of the island.

This brackish lake is alive with

several species of endemic marine

life, including millions of stingless

jellyfish that only exist in one other

place on the planet which is at Palau

Run, Sherwood Forest,

in Micronesia. The island is shrouded among a

Manta Parade, Manta Avenue, Ridge,

tangle of dense mangrove forests, right down to where the

Lighthouse, and The Rockies among others. Sangalaki is

water meets the earth. There are very few sections of beach,

could see this unique process during breeding season close-

sheer limestone cliffs, some sections dropping hundreds of

also known as an island where turtles lay their eggs. You

as most of Kakaban's circumference end in a rocky wall of

up.

feet to the choppy waves below.

Unlike other diving locations, the management of

Kakaban Island is one the most famous islands (including

Sangalaki Island strictly maintains the natural conservation

Sangalaki, Maratua and Derawan) among 31 islands of

of this island. It is situated between East Kalimantan and

the Derawan archipelago. Kakaban was elevated through 51

DEC 2017

years of geological pressure, which eventually sealed

popular dive spots, and true to its name, it is filled with

"Kakaban" comes from a word meaning "hug" in the local

of the ocean, gliding gracefully about in search of food. The

off what was once a lagoon, creating the Kakaban Lake.

Green Sea Turtles. Hundreds of turtles frequent this portion

dialect because of the way that the 9-shaped island "hugs"

island is also a nesting ground where Green Turtles return

the lake in the center. Kakaban Lake has been declared a

each year to lay their eggs, hence Maratua is sometimes

government nature reserve, and has been nominated as a

named the "Turtle Capital of Indonesia". The Big Fish

World Heritage Zone.

Country is located between the islands of Maratua and

The ecosystem of the lake is very similar to that of the

Nabucco, where the stronger currents bring the big fish in

open sea, but with a twist. The trapped sea-water diluted

to play. Many pelagic creatures like Manta Rays, Eagle Rays,

with rain water and ground water creates a unique habitat

Tuna and Mackerel roam this channel together with schools

that has caused the creatures trapped inside to evolve.

of Barracuda, White Tip Sharks, and even the occasional

The lake has warm and brackish water of 11 to 17 meters in

Hammerhead.

depth, and is carpeted in marine green algae. Four species

of jellyfish crisscross the waters of Kakaban Lake, but unlike

被稱為「萬島之國」印尼由 17508 個島嶼組成。由於島

their counterparts beyond the coral wall, the lake-jellies

嶼散落在不同的海域之間，它的風光也不盡相同。前往島嶼旅

have no natural predators, resulting in the evolution of the

遊，除了面朝大海，漫步沙灘以外，潛水，無疑是一出重頭戲。

species to no longer need their venom as self-defense.

德拉旺群島（Derawan）是印尼的潛水勝地之一。它位於

Maratua is a large tropical island partially encircling a

面積約 220,400 平方公里的東加里曼丹省大陸之外的貝勞一

massive lagoon on one end and fringed with sheer rocky

帶，該省份是世界第三大島婆羅洲島囊括的四個省份之一，

walls and coral reefs along the other end. This giant upside

也是印尼第二大省。

down U-shaped island covers about 384 square kilometers

德拉旺群島包括 31 座岛屿，其中最出名的有：德拉

of sandy white beaches and mangrove forests and 3,735

旺島（Derawan）、聖加拉奇島（Sangalaki）、卡卡班島

square km of territorial waters

（Kakaban）和馬拉圖阿島（Malatua）。前往德拉旺島可以

which might contain (scientists

從雅加達飛約 2 小時至巴厘巴板（Balikpapan），再從巴厘

believe) the third highest level

巴板飛 1 小時至貝勞，到達貝勞以後，再乘車 2 小時到達

of marine biodiversity in the world after Raja Ampat and the Solomon Islands.

Turtle Traffic is one

SEA TURTLE 海龜

of the most

The turtle (scientific name: Chelonia mydas) is widely distributed in the Atlantic, Pacific, and Indian Oceans. It can reach more than 1 meter long and have the maximum life span of about 150 years.

海龜（學名：Chelonia mydas）隸屬龜鱉目、海龜科、海龜屬。廣布於大西洋、太平洋和印度洋。長可達 1 米多，壽命最大為 150 歲左右。

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碼頭 Tanjujng Batu，坐快艇 30 分鐘到達德拉旺島。

有兩個地方可找到無毒的水母，卡卡班島就是其中之一。為什

可以為遊客提供食宿以外，管理人員西蒙亦是專業的潛水教

的是因為原來的海水已被雨水和地下水稀釋了而造成獨特的棲

當地的潛水度假村 Derawan Dive Lodge 值得推薦，除了

麼這裡的水母無毒？湖裡的生態系統與公海非常相似，但特殊

練，還具有世界上幾大潛水組織專業潛水指導委員會（PADI）

息地，被困在裡面的各種生物也被演化了！該湖有溫暖咸水，

考試發證的資格。

深度為 11 至 17 米，地下就像綠色地毯因被海洋綠藻蓋住。

雖然路途略為複雜，但對於潛水愛好者來講，德拉旺的確

在卡卡班湖水域的四種水母與海洋的水母不同，因為湖裡沒有

值得一去。德拉旺的生物十分多元化，有近 870 種魚類、460

捕食者，導致水母的演變不再需要其毒液為其自衛。

多種珊瑚生長，是印尼最大的珍稀瀕危巨型綠海龜和玳瑁海龜

海洋科學家和地質學家長期的困擾著這特殊現象，在這麼

築巢的地點。資深的潛水者，可以走進小型海馬、梭魚、粉色

孤立的環境中那些植物和動物仍然生存，但就像侏羅紀公園電

物的世界。

在密克羅尼西亞的帕勞島上，「水母湖」是地球上唯一類似的

水母、獅子魚、蝠鱝、海豚、儒艮、鯨魚、巨型海龜等海洋生

影中說出的：「生命會找到出路」，卡卡班島是完美的證據。

其中，潛水愛好者必去的有聖加拉奇（sangalaki）、卡

環境，擁有兩種無毒的水母。因此，使卡卡班湖不僅是世界上

卡班島（Kakaban）、馬拉圖娃島（Malatua）。

最大的，也是最多元化的鹹湖。

聖加拉奇以蝠鱝（Manta）出名，聖加拉奇又被稱為蝠鱝

馬拉圖娃是在達拉灣群島，東加里曼丹北部海岸，是一個

之島（ Island of Manta）。島上除了濃密的樹林，就是白淨

熱帶島嶼，部分被一個巨大的潟湖所包圍，一端有陡峭的石

是觀賞蝠鱝。當你發現水面上有尖尖的翅膀劃過，十有八九都

和紅樹林和 3735 平方公里的領海面積，是世界第三大海洋生

的沙灘，環島大約 30 分鐘可以行走完畢。當然，來這的重點

壁，另一端有珊瑚礁。該島面積約 384 平方公里，白色沙灘

是蝠鱝在海中遊。它屬於海洋中上層大型魚類，是鯊魚和鰩魚

物多樣性的海域，排在拉賈安帕和所羅門群島之後。

的近親，身體扁平，有著翅膀狀的胸鰭，但它性情溫和，肉食

海龜是最受歡迎的動物之一，這裡充滿了綠色的海龜。數

動物，主要攝食浮游動物及小型魚類。春秋季節偶爾會跳出水

百隻海龜經常在這部分海洋中滑翔，優雅地在尋找食物。該島

動覓食。但聖加拉奇島卻讓它們定居下來，一年四季中，只要

稱為「印度尼西亞的龜資本」。這裡有很多深海生物，像蝠鱝、

面。據說，蝠魟是一種喜歡遷徙的魚類，它們喜歡沿著大陸遊

也是一個築巢地，綠海龜每年返回產卵，因此導致馬拉有時被

天氣好，都能看到蝠鱝跳出水面甚至在水裡翻筋斗的姿態。

鷹射線、金槍魚、鯖魚、梭魚、白鰭鯊，甚至偶爾有鎚頭鯊。

此外，梭魚，黃貂魚，巨烏賊和海星組成了聖加拉奇海底

這個潛水地點有深水和強烈的水流，因此適合經驗較為資深的

天堂的一部分。

潛水愛好者。一旦你已經探索過海底世界，那就在此島上的固

看過了蝠鱝，卡卡班島（Kakaban）也非常讓人難忘。「卡

體部分漫步完成你的體驗吧。

卡班」來自當地語的詞，意思是「擁抱」，因為這島的形狀就

除了潛水，在德拉旺島觀看海龜產卵、小海龜放生，也是

像數字 9「擁抱」了中間的湖泊。卡卡班湖被宣佈為政府自然

一大樂趣。每到晚上，海龜會沿著島嶼末端的海岸線上岸，找

水母棲息，是全世界最大的水母湖。曾被《國家地理》評為全

島上有政府駐派的專職保護海龜蛋的守衛隊，會尋找海龜的足

保護區，並被提名為世界遺產區。該島中央的鹹水湖有數千隻

到適合的沙灘邊沿，挖坑產卵。有的甚至一次能產下 80 顆，

球必去的 24 個地方之一。令人驚異的是這裡的水母是金色的，

跡，將海龜蛋拾掇起來，放在專門的飼養區。等到孵化出小海

人可以自由親近，但千萬不能觸碰，並不是因為它們有毒（這

龜，再將其放生。在放生的那一個晚上，一桶又一桶小海龜被

裡的水母恰恰是無毒的），而是這裡的水母非常脆弱，如果稍

帶到海邊，倒出至沙灘，再由引導員的手電筒發出的光引至大

微力氣大一天調戲它們，可能都會引致其生命危險。地球上只

海，讓它回到屬於它的地方。 53

DEC 2017

Segovia

The Forgotten Aristocrat

塞戈維亞：被遺忘的貴族 TEXT/ 文 Natalya Cheung TRANSLATOR/ 譯 Hua Rui

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DEC 2017

hen the bus crossed the tunnel, there is a totally

is the water? I was curious. It is in a small U-shaped hollow

the drop of temperature, instead of the shining

water from the Rio Frio River, situated in mountains 18 km

different scene appeared with the heavy cloud and

measuring 30cm tall by 30cm diameter! In order to transport

sunlight in March of Madrid. This is the magical Spain where

away, Romans used numerous bricks to build 128 pillars for

summer and winter are separated only by a mountain.

holding this tiny hollow.

I’m on my way to Segovia.

For me, a traveler, a map-phobia traveler, Acueducto de

Segovia is located on the plains of Old Castile near the

Segovia is my coordinate origin in the city. Almost every

2000-meter Guadarrama Mountains that block the frozen

street and corner has street signs pointing at the bridge.

north wind for the warm Madrid.

The hotel I lived in is right below the Acueducto de

Located on the cliff and the side of river, Segovia was

Segovia. A Spanish hotel staff in the reception desk asked,

the capital of many ancient dynasties. Throughout history,

“Will you stay for 5 days?” I nodded, and he said, “This is a

many ancient countries chose to set their capitals on the

really tiny city, and you actually can walk through within

narrow spot of the mountain top where easy to defend

one day. Most of the tourists are staying for only one or two

and hard to conquer. With the development of the society,

days. You are really special.” However, in my mind, every city

this geographic feature also limited the expansion of the

should be treated like an art piece, and it is disrespectful for

cities. Terrain is no longer critical to capital selection with

only stay for a short time.

the increase of fighting capacity, therefore, plain area

After the conversation, the hotel staff showed me a map

became a better choice with the creation of more and

and introduced every details about this city, for example

preserved perfectly.

restaurant serves fresh meat, etc. It is great for having a local

more enormous-scale cities. That’s why Segovia has been

where there is a better scene for photographing, which

Acueducto de Segovia is the first attraction point after I

tour guide, I think.

stepped out of the train station. This bridge is the spine of

“The hotel’s name is ‘Between Half Awake’, and legend

the city as well as its heart. It is one of the best-preserved

told that dream would come true at that moment. Every

unmortared, brick-like granite blocks, and at its tallest, the

romantic word and I voted for it. What is the most romantic

elevated Roman aqueducts. The aqueduct is built of

year there is a selection and vote in Spain for the most

aqueduct reaches a height of 30.25 m.

word in Chinese?” I gave him a confused face because it’s

At a night without cloud in sky, I walked to the end of

the bridge where only as high as a human, and few local

children sit on the hundred-year old bridge relaxing. Where

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really difficult to tell.

panoramic sandbox of the city for visitor center. They must

de Segovia in the city. It is considered as a masterpiece

corner of this Segovia.

have the most sufficient knowledge and love for every single

Besides Acueducto de Segovia, there is also Catedral

The roasted piglet is more famous than the city itself.

of Basque-Castilian Gothic architecture and is known as

"The Lady of Cathedrals". Queen Isabella I of Castile had

Usually the chef will give a long speech after presenting the

supported Italian explorer Columbus in finding the New

pan and uses the shard to cut the skin of the piglet. This

fresh roasted piglet, then the chef suddenly breaks up the

been crowned and married here, who united Spain and

procedure is particularly enjoyed by visitors.

World, so that Spanish is the official language in most of the

There are many observation decks in the city to let

South American countries.

visitors gaze afar. A person beside me reminds me to look

The AlcĂĄzar of Segovia is a castle, located in western

back, and the scenery behind me is gorgeous.

Segovia. The original interior was badly damaged by fire

The question is still stuck in my mind. Sometimes I have

in 1862, though it had since been partially restored. It is

an optional answer, but deny it in a short time. I still could

currently used as a museum and a military archives building.

not find the most suitable one. Which word is the most

This castle is also the prototype of Disneyâ&#x20AC;&#x2122;s castle.

romantic word in Chinese?

Segovia is a place that is worth enjoying in your every

step. The wall Alfonso VI built to encircle the historic quarter is the must-visit site for tourists. Workshops are built

beside the river where artists absorb the inspiration from

the natural scene of this city. Two girls were working on a

DEC 2017

從 3 月初春的馬德里出發，過不多久，汽車翻過一座山，

穿過一個隧道，南歐標誌性的玫瑰金豔陽瞬間遁形，烏雲壓頂，

This is the magical Spain where summer and winter are separated only by a mountain.

高速的路基上，雪堆簇簇，巴士顯示窗外溫度的液晶顯示器上，數字驟降。這就是神奇的西班牙啊，春日和冬天的距離，只隔一條隧道，一座山的距離！

我，在去塞戈維亞的路上。

塞戈維亞居於 2000 多米的高山，那座山，將淩冽北風完

春日和冬天的距離，只隔一條隧道，一座山的距離！

美阻擋，許了如今的馬德里一個又一個的萬里晴空和溫暖的天氣。

處於峭壁和河流上的塞戈維亞曾經是幾個古代王朝的首

都。縱觀歐洲歷史，古代國家的雛形，幾乎所有統治者都把首都懸掛在了山頂的狹小位置，那樣的地方有著天然的防守優

福了整個古城的偉大水利工程充滿好奇，探頭一看，竟然只是

一定程度，這樣的格局限制城市擴張，戰鬥力提高過後，地勢

水引入城內，為了頂起這個毫不起眼的凹陷，古羅馬的人動用

30 釐米寬 30 釐米深的小凹槽！為了將 18 公里外的弗利奧河

勢，將居心叵測的敵人，抵擋在了峭壁之外。而當人類發展到

了無數巨石，築成 128 根石柱頂起的雙層拱洞。從此，涓涓細流，

險要顯得不再重要，平原變成新寵，一個又一個的超級城市誕

流入神聖教堂、宏偉宮殿，同時也一視同仁的流入尋常百姓家，

生了。這樣也好，塞戈維亞被完好的保存了下來。

潤澤了這座城所在的堅硬岩層。

走出車站，遠遠的，便看到了古羅馬水道橋，雄偉聳立，

對於我，一個旅行者，一個不太愛看地圖的旅行者，水道

如同塞戈維亞挺直的脊樑，劃過天際。這裡是塞戈維亞的心臟，條條道路，無論多麼的不可一世，都會乖乖團聚在此，再延伸

橋是我在塞戈維亞的座標。這個遊客不算太多的小城，各個街

之間的相互作用力，便將萬噸巨石砌起，最高處離地 30.25 米。

再不然，問人也行，路人遙指，定是他們熟悉的方向。

角路口，都端正的立著指示牌，水道橋的方向，清楚的指出。

開去。古羅馬人技藝超群，沒有水泥之類的粘著劑，僅用石頭

我住的小旅社，就在水道橋的下面。推開門，一個光頭的

某個難得的晴朗傍晚，我順著水道橋走到底，最盡頭，只

西班牙小胖哥在接待桌前，「你要住 5 天？」我點頭確認。「可

有一人高，幾個當地小孩早坐在這個比這個長他們幾百年的

是這裡是很小的地方，勤快一點，一天便可走完。」「住 5 天。」

「長輩」頭上悠閒晃著腿。水，到底在哪裡流動？——我對造

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「多數旅行者都是當天往返，或者最多住一晚，你真獨特。」

迪士尼的青睞，成為了白雪公主城堡的原型。

直就是對一個城市的不尊重。

世國王建造的圍繞整個古城的防禦公事，成為了旅行者散步必

座城市來，從旅社出發的徒步路線，哪裡可以登高拍照（小哥

起散步，不同物種之間，沒有隔閡，那種完全的信任，令人動

塞戈維亞，是一個值得用腳步慢慢丈量的城市。阿方所六

我笑不做聲，每一個地方都值得慢慢品味與把玩，時間太短簡

備的要道。天氣好時，便到河邊走走，野鴨彷若無人地和人一

小哥嘟囔完，麻利的展開一張地圖，非常熟稔的介紹起這

容。河邊的一排房子，變成了 workshop，泥塑藝術家，織布

還會迅速畫個照相機的樣子），哪家的烤乳豬哪一天是新鮮豬

老藝人，面對著純美的自然盛景，磨礪著藝術生命。一個大房

肉，哪一天是凍肉，哪裡可以給修士點點小費蹭進去逛逛不對

間裡，兩個生在塞戈維亞的女生在用塑膠，海綿，用兩個月時

遊客開放的歷史遺跡。從不做攻略的我覺得，有一個當地人指

間，做一個塞戈維亞全景沙盤，送給水道橋下的遊客中心。她

引，這段旅程多麼的美妙啊。「接著！」小哥扔給我一把鑰匙，

們一定對故鄉的街道、樓房瞭如指掌，每一棵樹、每個燈柱、

鑰匙扣是一個泥塑的大小眼貓頭鷹。

每個細節，都一絲不苟，做這樣的工作，必須是帶著愛的。

「旅店的名字，是半夢半醒之間，拿著蠟燭夢遊的意思，

塞戈維亞的乳豬，比城市本身更著名，傳統的吃法極其有

傳說中這樣的瞬間，夢想會實現。西班牙每年會有一個最浪漫的詞彙的評選，我投了這個詞，中文最浪漫的詞是什麼？」小

儀式感，驕傲的廚師推上剛出爐的整豬，朗聲用西語說一大段。

響，我很是思索了一番，給了他一個「無解」的表情。

們，輕聲驚叫，抬起雙腳，生怕被擊中。主廚迅速撿起一塊，

然後，猝不及防的打碎磁片，碎片飛濺，沒有料到此招的遊客

胖哥很愛和我聊天。我在廚房，黃油煎著的豬肉在火上滋滋作

劃過脆脆的豬皮，嚓嚓作響，手到皮開，嫩得還有一絲粉紅的

塞戈維亞除了水道橋，是有一些厲害的建築的。16 世紀

豬肉纖維中，汁液開始閃耀。

修建的塞戈維亞大教堂（Catedral de Segovia）有「大教堂中

這裡有很多觀景平台，供人發呆沉思。望著遠方，城市的

的貴婦」的美譽，是西班牙修建的最後一座哥特式建築。西班牙歷史上鼎鼎大名的伊莎贝拉女王，曾在這裡結婚，在這裡加

那邊，是山，山的另一面，是馬德里。身邊的人突然說：在塞

讓西班牙語，至今響徹大部分南美國度。

果不其然。

戈維亞，你要常常回頭呀，否則會錯過很多美麗。我回頭一望，

冕，最後統一了西班牙，並資助義大利人哥倫布發現了新大陸，

只是，即便我常常在思考那個問題，也會有一些備用選擇，

阿爾卡薩城堡（Alcazar）座落在城市西部，歷史悠久，

冒出來再被否決掉，可是直至現在，我仍然問不到答案：到底

原建築已無存，現在的城堡是 1862 年重建的。城堡中有一座

中文裡，哪個詞可以稱得上，最浪漫呢？

兵器博物館，展出曾經使用過的軍事裝備。這個城堡還受到了

DEC 2017

The Phylum of Alps 阿爾卑斯的門庭

TEXT/ 文 IMAGE/ 圖 Joseph Tsui

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If a city could remind you of someone, and vice versa,

Besides the baroque architecture, the natural landscape in

how does that feel? Salzburg and Mozart are related in this

suburb of the city is also worth to visit. Forest, hot spring and

way. There are many enjoyable cities in Europe, but Salzburg

ski resort are other name cards of this city. Hohensalzburg

is an exception with high integration of nature scene and

Castle sits atop the hill in Salzburg, and it is one of the best

humanistic value. As the fourth-largest city in Austria and

preserved medieval castles in Europe. The name Salzburg

the gate of Alps, Salzburg is internationally renowned for

means "Salt Castle" that derives from the barges carrying

its baroque architectures. Although Vienna is the symbol

salt on the Salzach River.

of Austria, you would never get to know this country if you

Salzburg is the seat of the Archbishopric of Salzburg, a

haven’t been to Salzburg.

prince-bishopric of the Holy Roman Empire, which makes

I took a train from Paris to Salzburg. There were

the city more like an isolated kingdom within Austria.

beautiful scene outside the train to company with me,

Salzburg is on the banks of the Salzach River, above

but the malfunction of the train had delayed the whole

which there’re many bridges. The old town is located on

way to kill the time. A young girl who looked like just at the

are all surrounded by churches, music halls, and schools.

schedule. The chitchat with other passengers was the best

one side of the river and has simple layout that buildings

age to drive legally picked us up at Salzburg train station.

Salzburg Cathedral and Franciscan Church are still standing

She was so strong to handle our entire luggage and always

tall after wars. After the tour of Paris, I realized that churches

had smile on her face.

in Salzburg had the beauty of plain even if many of them

The hotel we lived is far from the old city, so we were

are newly restored after WWII. The University of Salzburg,

surrounded by modern buildings instead of the classic

named after its founder, Prince-Archbishop, was established

architectures as I imagined. However, the city is not big and

in 1622 when catholic theology is one of the majors in

many hotels are only few-minute walk from the old town.

Europe. Mozart's Birthplace is another main sight of the city. 61

DEC 2017

A normal building shining the light of musician’s holy land

makes visitors fall in the pile of Mozart’s art pieces. There is no doubt that Mozarteum University of Salzburg is one of

the best music universities in the world. A café Mozart used to visit is named Café Tomaselli and it is also a well-known

site to tourists where serves the better cake and coffee than that in France and Germany, I think.

The Salzburg Festival is the largest-scale classical music

and drama festival around the world that attracts visitors

in July and August every year. Due to the WWI, the festival

was not established until 1920. The musicians and audience from all over the world are gathered in Salzburg every July and August. As a fanatic of classical music, the festival is

the main reason for me to visit here. Vienna Philharmonic Orchestra, Andris Nelsons, Daniil Trifonov were my focus in the festival. It was the highlight of my whole trip when I stepped into the Grosses Festspielhaus, since I was so

close to the musicians that had been only existed in my

record. At this place, either Russian or Mozart’s works were able to choose freely by audience. The festival is a symbol of Salzburg, also targeted local market, but embraced the world.

The time I reserved for Salzburg was miscalculated. I

was there for music but the city had much more to explore, while I was running out of time.

(There are only few record stores in Salzburg, but there’

s everything you want. The conversation with the store

owner is also inspired. Why wouldn’t buy more records?) 62

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DEC 2017

如果提起一個城市馬上就想到一個人，而提起這個人又

能立刻聯想到這個城市，會是怎樣的感覺？薩爾斯堡與莫扎

特之間，就是這種關係。歐洲有意思的小城非常多，但像薩城這樣自然美景與人文價值結合的城市，卻不多。作為奧地利第四大城市以及阿爾卑斯山的門庭，整個城市充斥著巴洛

克時期的古典建築。維也納固然是奧地利的象徵，但沒來過薩爾斯堡，也不可謂完全感受了奧地利這國度。

我去薩爾斯堡，是直接從巴黎坐火車去的。剛離開花都

的絢爛，雖有一路美景陪伴，但因火車故障，也使這趟旅程旅稍顯拖沓。當然，在小車站的停歇，乘客間的寒暄，也確

為意外收穫。每次搭火車，我喜歡沒事到處走走，每節車廂逛逛。但能看到車廂乘客百態，卻也有趣。來接我們的司機是個較小的本地年輕姑娘，看起來好像剛到合法駕車年齡，卻沒想到力氣驚人，三下五除二就將我們的行李麻利地搬進車廂，女孩臉上始終掛著可愛的笑容，語句卻極為精簡。

由於酒店離老區中心有一段距離，所以周圍的建築是現

代風格，並非想象中的薩城古典。不過城市確實不大，許多本

地酒店都可以直接用腳走到老城區，當然，也可借步公共交通。薩城最出名的除了老城的巴洛克建築群，還有郊外的自

然風光。作為阿爾卑斯山附近的城市，森林與溫泉，同樣是薩城名片，而到了冬季，更是搖身一變成為滑雪勝地。霍

恩薩爾斯堡要塞，這個世界上保存得最完好的中世紀歐

洲堡壘，衹要登上它，您就能俯瞰整個薩城，風光盡收眼皮底下。兩千多年前，薩城便是個鹽業發達的城市，

Salzburg 當中的 Salz 便是鹽的意思。到了公元 798 年，薩爾斯堡又榮獲羅馬教廷設置大主教座，更使得這個

城市像是處在奧地利當中的獨立王國，關係微妙。直到莫扎特的橫空出世，更使得薩城揚名全世界。

薩爾斯河是城市劃分的標誌，河上有好幾條伴隨

精緻雕塑的橋樑，跨過這些古色古香的大橋，就來到了

老城。現在的老城早是聞名遐邇的旅遊勝地，各式商鋪

商品琳瑯滿目，我在歐洲看到過最漂亮的啤酒杯，沒在

德國，反而就在這。整個古城很簡單，並不大，基本都

環繞著三個建築，教堂、音樂廳、學校。薩爾斯堡的主教

座堂和方濟各會教堂，哥德式與巴洛克式風格並存，歷經

了多年的風霜，仍然堅挺。在歐洲，教堂實在是隨處可見，各有各的風格，但也有很大的類同性。老實說，在遊歷完

巴黎的那幾座大名鼎鼎的教堂後，來到薩爾斯堡的教堂，卻有一種洗盡鉛華的感覺。正如歐洲許多城市，二次大

戰的時候，薩城也未能倖免而遭到炮火蹂躪，不過教

堂的修復倒是非常完美。如果說巴黎的教堂有其古

老的歷史及華美的外衣，那薩城的教堂則清秀許多，讓我更想坐下來細細品味。薩爾斯堡由於是個擁有大主教資格的城市，教堂之外，更

是一個研究天主教神學的中心。創建於 1622 年的薩爾斯堡大學便是其中的佼佼

者，這所古老的大學無不散透出陣陣莊重、細 64

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活節音樂節遙相呼應。因為一戰原因，音樂節在 1920 年才開

張，但從此，音樂節以莫扎特故

鄉的魅力，吸引著全球無數的頂尖音樂家。每到此時，雲集的音

樂家與來自世界各地的聽眾們，讓薩爾斯堡熱鬧非凡。整個城市

一年到頭，似乎就是為了這些音樂節而運行。此行我安排了薩城站，也正因此。作為一個古典音

樂的狂熱分子，在莫扎特的故鄉參加音樂節，實是自兒時就有的夢想。我迷戀的主要是交響樂，

此次為的就是維也納愛樂樂團的

音樂會。雖然是薩爾斯堡的音樂節，但維也納愛樂自音樂節成立伊始，便一直是主打。樂壇中生代的悍將，拉脫維亞指揮家

Andris Nelsons 這些年很吃香，

此番便是由他領銜，再由俄國鋼琴家 Daniil Trifonov 助陣。曲

目也是清一色斯拉夫味，分別是 Prokofiev 和 Shostakovich 的作

膩與寧靜。作為莫扎特的故鄉，其故居自然是少不了參觀的。

品。指揮未滿 40，鋼琴家更是 90 後，現如今樂壇的中青代實

久遠而光滑滑的樓梯，感受著和天才一樣的步伐，使酷愛古典

了節日大劇院。這是全世界最負盛名的音樂場所之一，擁有最

建築上的平淡也掩蓋不了此為「聖地」的光芒，踏著那因年份

不可小覷也。晚上攜著涼風，用罷正宗的烤香腸後，終於踏進

音樂的我每一步都是喜悅。薩爾斯堡的莫扎特音樂大學亦是世

寬闊的舞台。在我收藏的唱片中，無數大師曾在此獻技，終能

界頂尖的音樂學府，能在薩城受音樂教育的學生，都是受到上

來此朝聖，實是此番歐行的高潮。音樂會的興奮表演與維也納

帝眷顧的。遊覽過後，不妨到號稱世界最古老咖啡廳之一，也

愛樂樂團一貫的優秀成正比，要不是 90 年代音樂節開始改革，

是莫扎特時常來的 Café Tomaselli 休息一下。相比起咖啡廳

怎能想象俄國作品能在此處聽到。莫扎特的音樂必不可少，但

所承載的盛名，這裡的環境卻更為雅緻。作為不愛吃甜食和對

多元化的音樂包容也同等重要。音樂節是薩爾斯堡的象徵，同

咖啡沒太大愛好的我來說，完全被這裡的蛋糕和咖啡所折服，

樣都是以本地為宗，但卻大度地擁抱世界。

真的比德法的好吃很多！

薩爾斯堡的預留時間，是我此次歐陸之行的失算之處。我

每年夏季七八月之間的薩爾斯堡音樂節，是薩城的一大

為了音樂會而來，可是來到後，卻覺得這裡可發掘的寶貝實在

盛事。這個音樂節是世界上最大的古典音樂節，與年初的復

太多，可惜時間卻不夠了。 65

DEC 2017

Travel in E S D

TEXT/ æ&#x2013;&#x2021; Erika

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德

雷

斯

頓

易北河上的佛羅倫斯 TEXT/ 文 IMAGE/ 圖 Josephine Lin

Florence of the Elbe or Xi’an of Germany, is what some people recognize Dresden. Dresden has a long history as the capital and royal residence for the Electors and Kings of Saxony, where wars occurred and stories have been remarked. Modern and ancient, black and white, great walls and ruins, beauty and scars, are all about this city. 有人說她是易北河上的佛羅倫斯，有人說她是德國的西安。德雷斯頓，這座既曾是薩克森王朝輝煌的首都，又經歷過無情戰火摧殘的城市，實在有太多的故事可說。風景中所見的新與舊，黑與白，華牆與殘垣，美麗與傷痕，都是她。 67

DEC 2017

The name Dresden came for a Slavic

caught my eyes. The hotel is at the center

settlement called DreĹžÄ?any, meaning

of old city where only few steps away

the people lived near forest. Dresden

from the Dresdner Frauenkirche. The

lies on both banks of the Elbe Valley,

exterior of the church has both black

and compared with most of the cities

and white colors showing the track of

in eastern German, it is warmer and

time. Following the road to the side of

has more forest. Dresden is one of the

the Elbe river, I passed by the well-known

greenest cities in Europe, with 63% of the

101-meter porcelain art work Procession

city being green areas and forests. With

of the Princes. It is the largest porcelain

the pleasant climate and fertile soil, this

artwork in the world with 27,000 picks of

place had brought up prosperous city and

Meissen porcelain. The mural displays

brilliant art. From 1547, Dresden had been

the ancestral portraits of the 93 people

the seat of electors of the dukes of Saxony,

including margraves, electors, dukes and

and at the end of 1700s, the Elector and

kings of the House of Wettin.

ruler of Saxony Frederick Augustus I

The next sites I visited were Zwinger

gathered many of the best musicians,

and Hofkirche, which are the landmarks

Bernardo Bellotto, from all over Europe to

statues, gorgeous fountains and dazzling

architects and painters, including

of Baroque building in Dresden. Fantastic

the City of Dresden. His reign marked the

exhibition gallery inspired me in many

beginning of Dresden's emergence as a

ways. Followed by Semperoper, the opera

leading European city for technology and

house was originally built in 1841 and it

art. Baroque City is another nick name

is the model of European opera house

of Dresden. Under the lead of musician

either in architecture or music history. It is

Johann Adolph Hasse, the musical life was

named after its designer Gottfried Semper.

started to bloom. Between 1806 and 1918

Besides the marvelous exterior and

the city was the capital of the Kingdom of

interior decoration, the sound effect of

Saxony.

Semperoper is also incredible. There is a

At first sight, the Baroque buildings

dome on the top of the house that creates

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MOUTAI Magazine

the stereo effect without any electronic

after the big bombing displaying. We still

historical bond for Germany. One of the

of the old ages, but with the dilapidated

can glimpse the delicate gorgeousness

equipment. Semperoper has significant

remarks. Dresden has rebuilt since the

oldest orchestra ‘Staatskapelle Dresden’ is

reunification of Germany in the early

based there. Both Richard Georg Strauss

1990s. With the numerous large projects

and Wilhelm Richard Wagner had many

underway, both historic reconstructions

premieres there.

and modern plans, that will continue the

Theaterplatz is the center of Dresden’

city's recent architectural renaissance.

s tourist sights, where there’s Brühlsche

Many tourists only focused on the

Terrasse to observe the beauty of Elbe

river. The bell rang at the sunset with the

newly restored classic buildings, but the

feel like time traveled to 18 century.

Germany period is also worth a visit.

former Soviet-style buildings from East

elegant statues and carriages, made me

Strict lines, monotonous color, unified

There are more luxurious and exquisite

specifications, and the useless of extra

classic architectures in Paris and Roma

decoration and engraving describe

than that in Dresden, however, this

another story of this city. On the other

Baroque city in the Elbe valley has a sense

hand, Dresden is also a remarkable place

of epic that buries sorrow deep down

in the development of contemporary

its beauty. It is hard to imagine that

architectures. New Synagogue, Gläserne

all the buildings I mentioned before

Manufaktur, Saxon State and University

are actually new. The black color

Library and UFA Cinema Center, which is

on the exterior wall of those

the biggest deconstructionist architecture

buildings is the ruins after

in Germany with minimalist style and

the war. On a Valentine’s day

future sense, are the city’s new landmarks.

during World War II in 1945,

The Elbe river is like a portal of ancient

the Allies’ aerial bombing

and modern which has the magnificent

disproportionately attacked

Baroque buildings and concert of

on the city of Dresden.

a German popular band on

The old city along the

the other side, and more

Elbe River has been

contemporary buildings

devastatingly

further away the river

destroyed,

side. In this city,

leaving most of

modern and classic,

the remaining

the past and the future

ruins. In

are merged in such

the hotel or

a contradictory and

church, there

clever way.

are still some

sculptures relics

DEC 2017

德雷斯頓（德語：Dresden），意為河邊森林的人們。這

座城市地處易北河谷地，比起德國東部的大部分城市，氣候溫

暖，有三分之一的地區是被森林覆蓋著的，在 2002 年曾被評為歐洲綠化率最高的城市。易北河從老城中間緩緩流過，將之分為南北兩岸。在這片氣候宜人，土壤肥沃的河谷地上，同樣

孕育出了繁榮的城市和燦爛的文化藝術。自 1547 年起，該城市成為薩克森選帝侯的住處。到了 17 世紀末 18 世紀初，當

時的薩克森選侯腓特烈 · 奧古斯特一世計劃將德雷斯頓建為皇家住處。在其統治下，從歐洲各地招攬了許多一流的畫家和建築師來到德雷斯頓，其中包括當時著名的建築家波貝爾和雕刻家貝爾摩賽爾。精美的雕塑，華麗的皇家建築和教堂被建造起來，無論是繪畫、雕塑還是庭院，都呈現出輝煌雄壯的效

果。「巴羅克城市」同樣是德雷斯頓常有的別稱之一。並且在

J.A. 哈賽指導下，該城的音樂生活也開始活躍起來。德雷斯頓在當時的歐洲城市中開始具有藝術上和技術上的領先地位。從

1806 年一直到 1918 年，德雷斯頓也長期為薩克森王國的首都。初到德雷斯頓，筆者便被市中心精美的巴羅克風格建築吸

引了眼球。酒店的位置極佳，就位於老城區中心，距著名的聖母教堂僅幾步之遙。教堂外牆顏色不一，有黑有白，全是斑駁

的歲月痕跡。順著古老的石板路往易北河邊走，經過 101 米長

的瓷器壁畫——王侯佇列圖（Procession of the Princes）。這是世界上最大的瓷器壁畫，整幅畫採用 27000 片邁森出產

的陶瓷片，十分精細。壁畫描繪了薩克森王國韋廷王朝歷代君主的騎馬列隊圖，共 93 位人物，栩栩如生，氣勢宏大。

緊接著便是茨溫格宮（Zwinger）和赫夫基大教堂

（Hofkirche），可謂是德國巴羅克風格的完美體現。精美的

雕塑，精緻的噴泉，令人眼花繚亂的綠穹珍寶館，漫步其中，

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無不使人遐想連篇。再遠處就見到同樣精緻古典的森珀歌劇院。

垣斷瓦。聖母教堂前矗立著一塊被戰火熏黑的殘垣，提醒著遊

稱是歐洲甚至全世界歌劇院的典範之一。森珀歌劇院以其建築

軍對德雷斯頓展開了無差別大轟炸，易北河邊的歷史老城遭到

人這一段殘酷的往事。二戰時，在 1945 年情人節的早晨，盟

它始建於 1841 年，無論是在建築史還是音樂史方面，都可堪

了毀滅性破壞，大部分建築都只剩下殘垣斷瓦。在酒店裡、教

設計師 Gottfried Semper 的姓氏命名，劇院前的廣場矗立著

堂里都還陳列著一些當年大轟炸後的雕塑碎片，你仍然可窺見

其發起人薩克森國王約翰的雕像。劇院建築外觀華麗，內有無

其當年的精緻華麗，同時又讓人深刻感受到一種殘破的美感。

數令人眼花繚亂的石雕，精美的琺瑯繪畫和壁畫裝飾。更值得

1990 年東西德統一以後，政府開始了對聖母教堂和附近老區

一提的是，歌劇院的音響效果極佳。劇院頂部為圓形弧頂，使

的重建工程。根據建築地下室內保存完好的設計圖紙和歷史圖

得聲音能夠立體傳播，不需要任何的音響設備，便可使演出表

片、照片，盡可能地採用轟炸後遺留下來的建築材料進行重建，

現出天然飽滿的聲音效果。對於音樂文化氣氛十分厚重的德國

這座曾經美得令人驚歎的城市在經過多年的修復之後又重新向

來說，森珀歌劇院有著重要的歷史意義。全世界最老的交響樂

世人展現她的美貌。德國人嚴謹認真的精神令人不得不佩服。

團——德雷斯頓國家管弦樂團便常駐於此。無論是理查 · 斯特

許多人來到德雷斯頓便只關注于老城觀光區，實際上這是

勞斯還是瓦格納等德國歌劇的代表性人物都曾有大量的作品在這裡首演。

一個古典與現代既相衝突又並存的城市。穿過易北河到對岸，

共同環繞著的是劇院廣場（Theaterplatz），為德雷斯頓的觀

調的顏色，統一的規格，沒有任何多餘的裝飾和雕刻。同樣闡

便能看到很多東德時期的前蘇聯式風格建築。嚴謹的線條，單

歌劇院與茨溫格宮、王宮以及王室教堂（赫夫基大教堂）

述著二戰後這座城市甚至這個國家另一段歷史故事。同時德雷

光中樞。沿著廣場向河邊走便是布呂爾平臺，在平臺上一邊可

斯頓還是現代建築發展史上的重鎮，包括新猶太會堂、透明工

觀賞美麗的易北河風景，另一面便是精美絕倫的巴羅克風格建

廠、薩克森州立圖書館等一系列重要當代建築都可以在這裡找

築。當傍晚時分，聖母教堂的鐘聲響起，黃色的燈光氤氳著典

到。印象最深刻的是 UFA 電影中心，為德國最大的解構主義

雅的雕像和顏色深淺不一的外牆，專為遊客提供的遊覽馬車踏

建築之一。建築呈尖角外型，風格極簡，由不同的鋼筋製品構

過石板路面，給人一種仿佛陷入時空漩渦，置身於 18 世紀的

成線條，未來感十足。

錯覺。

行走于德雷斯頓，就像在時空隧道中穿梭一般。易北河邊

在巴黎、羅馬等城市，古典建築的數量、範圍甚至精緻

奢華程度都是超過德雷斯頓的，但這座易北河谷地裡的巴羅克

是美得令人窒息的巴羅克建築，河對岸的草坪上便正舉辦著德

因為令人難以想像的是，古老的森珀歌劇院，華麗的王宮，有

嚴肅的共產主義建築和極簡的當代建築。在這個城市，古典和

國流行樂隊的演唱會，人群聚集，十分熱鬧。再往外走，又有

城市卻更給人一種史詩般的沉重感，不僅美麗又更惹人憐惜。

現代，過去和未來，結合得如此矛盾又如此巧妙。

著堪稱世界上最美鈡式石制穹頂的聖母教堂，其實都是新建築。它們的墻磚有黑有白，黑色的便是被戰火熏過留下來的殘

DEC 2017

I Have a Date with a

Montreal International Jazz Festival

我和「快活」有個約會蒙特利爾國際爵士音樂節 TEXT/ 文 Erika Leung

MUSE 樂

MOUTAI Magazine

It is time for our new year resolution. Have you ever considered rewarding yourself with an experience in a musical festival? Now there is a chance. 一年一度盤點過去、展望將來的日子已到。明年投入多少時間、金錢，為自己送上何種人生美好體驗，正好在此時從長計議。

DEC 2017

main theme.

Body

Mr. Saulnier continued to say: “Our goal is quite simple

and quite the same—‘let us make the best jazz festival ever’.

Summer solstice is synonymous with a most agreeable

It is how we are working to make it possible. Our audience

season in a year. The day-time is getting shorter and

are incredibly diverse. It is the outcome of an incredibly

the night-time becomes longer. It is a good season for

diverse programming, which is vital for a festival.” Thus

rendezvous in a lovely summer breeze.

there are 600 concerts happening in 20 stages, 400 activities

There has been a tradition in European and North

and events, 130 street artists performing non-stop, 10 prizes,

American countries to host musical festivals. Since Montreal

250,000 tourists and a consumption of over 60,000 liters of

International Jazz Festival was founded in the summer in

beer and over 2.5 tons of fries.

1979, it has refreshed the world’s musical festival scene with

If you are lucky, you can be one of those thirty people

its passion to music. It has been ranked as the world’s largest

who hold a Jazz Passport Package. In other words, you

Laurent Saulnier, its Vice-president of Programming said,

downtown with breakfast. You can spend your mornings

jazz festival in the Guinness World Records since 2004. As Mr.

can enjoy 3 nights’ accommodation at a boutique hotel in

“During the festival, Montreal has become a global village.

in old Montreal, pay a visit to the Old Port, wander around

There is no race or religion difference. Everybody is more

those beautiful architectures, pray in Notre Dame Basilica,

than welcome.” 3000 musicians from 30 countries come

frequent in Mile End and spend some time in McGill

together to present you with a beautiful trip, and this is the

University’s famous lawns and museums like Redpath and

Box=

Montreal International Jazz Festival

Vice-president of Programming

Laurent Saulnier

was founded in 1979 by Alain Simard in

association with André Ménard, Denyse

A journalist specializing in music from 1982 to 1999, Laurent Saulnier

purpose of bringing the best musicians

d’œil, Chansons). He was editor of the music section at Voir from 1991

McCann and Alain de Grosbois, with the on the planet to the public. A non-profit

organization since 1981, its mandate is to

popularize jazz and its related musical forms

thanks to its free outdoor shows and its wide diffusion. It has been synonymous with a

passion for music for nearly 40 years. It is a springboard for its musicians and the true heartbeat of Planet Jazz.

wrote for a number of newspapers and magazines (Elle Québec, Clin to 1999, in addition to collaborating with a number of TV and radio

programs (including Christiane Charrette, La Ruée vers l’art, Cadillac rose and Beau et Chaud). Also, from 1997 to the spring of 2000, he

co-hosted the TV magazine Les Francs-Tireurs on Télé-Québec. He has worked for the Festival International de Jazz de Montréal, the

FrancoFolies de Montréal and MONTRÉAL EN LUMIÈRE since autumn

1999, and is now vice-president of Programming for the three events. A true music fan, he has been to over 20,000 concerts in his life.

MUSE 樂

MOUTAI Magazine

"Our goal is quite simple and quite the same—'let us make the best jazz festival ever'."

McCord. In your meticulous planning, a dining experience in

will find rhythms, beats and sounds here and there.

to the stage in Hyatt Regency at 1:30pm for a performance

with Shakespeare’s verse “If music be the food of love”.

in the midst of a broad audience and witness the growth of

without any reservation. Your faith to music counts and

St.Denis Street must be included before you make your way

Upstairs Jazz Bar & Grill is such a place that resonates

of The Little School of Jazz. It is more than a pleasure to stay

The owner Joel would never fail him or you, even you were

every young musician in a quintet of vocal harmonies and

perhaps brings you a seat and a table sharer, whose eye

admire the quartet alongside. Both of them have a history of

color matches your blue dress. Halie Loren can be standing

more than 30 years.

next to you and getting ready for her solo performance.

I guess you would enjoy your priority access to free

When she releases the first note, the world around you

concerts in the Open House and Nightcap Heineken series

becomes serene.

with your Passport in an official Festival T-shirt and a fedora

“Many real jazz stars contribute concerts in different

hat with the Festival logo, carrying your bag and a water

indoor venues. Living legends perform in Bell Centre.” For

up there, up front, and crucial in every concert. Jazz is

Leaves” twice in Montreal for thousands of audience,

bottle in the afternoon. You will discover that jazz is always

instance, Bob Dylan read his poems and sang “Autumn

everywhere, even in different types of music like Hip-hop,

including punks, hippies, white-collars, blue-collars, tourists,

R & B, Soul music etc. You would love to make unlimited

local residents and three generations of big families.

access to these 3 indoor venues for 4 consecutive days: Club

“We always think and ask ourselves ‘what’s next’.” said

Soda, Métropolis, and L’Astral. You will be indulged in music,

Mr.Saulnier.

that is to say, in your afternoon tea time, in a Happy Hour

I believe that the best is yet to come, and I am

cocktail, during your four-course dinner, in the desserts,

expecting your passionate presence.

cognacs and whiskeys and even in late night snacks, you 75

DEC 2017

在意觀眾的年齡、性別、職業、在本地還是海外居住。我們想

Body

讓每一個熱愛音樂的人，包括音樂家與愛好者，都能夠看見演

出、聽到音樂。」因此 10 天之內，在 20 個不同的舞臺上有

「夏至」，開啟一年中最迷人的時光。夏至以後白晝漸短、

600 場風格超乎尋常地多元的音樂會發生，同時展開 400 項活

黑夜漸長，微風徐來，宜出行，宜會友。

動，還有 130 位街頭藝人不間斷進行表演，頒發 10 個獎項，

歐美諸國皆有在良夏舉辦各種音樂節慶的傳統，蒙特利

接待逾 25 萬來賓，喝掉 60000 升啤酒，饕餮 2.5 噸炸薯條。

爾國際爵士音樂節在 1979 年夏天誕生，以熱忱服人，為爵士

音樂節為訪客推出限量 30 份的特別通行證套餐。幸運兒

音樂迷帶來福祉，世界音樂節景象為之一新。2004 年至今名

如你，大可安心在市中心的精品酒店住個 3 晚，早餐後不妨

Laurent Saulnier 先生所言，音樂節的初心裡，無分膚色、人

觀聖母大教堂，在文藝青年聚集的 Mile End 小店裡尋寶，在

列健力士紀錄「世界最大型的爵士音樂節」，如音樂節副總裁

去素有「小巴黎」之稱的老城逛逛，看老港、看建築群落，參

種、宗教；蒙特利爾化身「音樂聯合國」，來自 30 個國家的

McGill 大學的草坪和 Redpath、McCord 等博物館裡待一會兒。

3000 位最專業的音樂人在此濟濟一堂，不遺餘力，務求讓地

而後算好時間，先到 St.Denis 大街上選個餐館、享受世界美

球村中每一位成員在蒙特利爾過得快活。

食，在 1:30pm 趕到凱悅酒店樓下的舞臺看有 30 年歷史的四

「我們想把每一場音樂節都辦成史上最好的那場。我們不

重奏樂隊與學生五重唱組合 The Little School of Jazz 專業而 76

MUSE 樂

MOUTAI Magazine

富有童趣的演出，擠在老中青粉絲群中見證小音樂家的成長，

房子首層的大門，你會看見地道美式扒房，內裡高朋滿座。

午後不妨換上音樂節紀念 T-shirt，戴著軟呢帽，背上定

他會給你安排一個座位，以及一位看上去與你絲絲入扣的搭台

即便沒有訂座，若你能入主人 Joel 的法眼，也許稍等片刻，

在歡欣中為他們的努力送上鼓勵的掌聲。

同伴，他的眼睛與妳的裙子同屬矢車菊藍。你一回頭，能看見

製手提袋與水樽，憑通行證優先觀看室外舞臺舉辦的免費音

Halie Loren 就站在你面前整理她的衣飾。歌唱家款款上台，

樂會（包括 Open House 和 Nightcap Heineken 系列），你

啟朱唇發皓齒，此時四下鴉雀無聲，侍者輕輕在你面前放下一

會發現 hip hop, R & B, Soul music 原來與爵士音樂血脈相

杯佳釀，而你已渾然物外。

連。憑通行證還可以連續 4 日在市中心 3 個室內演出現場——

「爵士音樂界熠熠生輝的明星獻出一場又一場室內音樂

Club Soda, Métropolis 和 L’Astral 無限次觀看演出，這保證了從下午茶到 Happy Hour，到晚餐，到甜點與干邑、威士忌時

會，在世間的傳奇音樂人在 Bell Centre 獻歌。」比如，Bob

在音樂裡，以及美食美酒之中。

旅遊者、本地人、老中青三代 ) 獻演。「下一場有什麼？這是

Dylan 兩次為數以萬計的觀眾 ( 包括朋克、嬉皮、白領、藍領、

間，到宵夜，從一個地方到另一個地方，我們的身心皆可沉浸

我們不斷拷問自己的問題」。

關於美食美酒與甜點，我相信倘若莎翁大駕光臨 Upstairs

無論下一年演出什麼，我相信好演出陸續有來。但願你給

Jazz Bar & Grill，也會微笑點頭，認同「If music be the food

自己一個機會，在音樂節裡身心合一，快活不羨仙。

of love」在此的演繹算得上精緻考究。輕輕推開位於一幢老

M UTAI

DEC 2017

on the world map

茅台在全球

on the World Map

Yuan Renguo and foreign ambassadors to China in a group photo 袁仁國與多國駐華大使合影

Moutai Shone at Chinese Listed Companies Summit Yuan Renguo Dialoged with Foreign Ambassadors to China

On December 11, Yuan Renguo (Chairman of Moutai Group

and Kweichow Moutai Co., Ltd.) attended the "Ambassador and CEO Luncheon" and lunched with 14 countries' (South Africa,

Egypt, Estonia, Romania, Colombia, Peru, Serbia, Greece, Spain,

Ireland, Mexico, Sweden, Czech Republic, and Finland) Ambassa-

From December 11 to 12, the 2017 CCTV Financial Forum and

dors to China, Cao Dewang (Chairman of Fuyao Group), Liu Yong-

Chinese Listed Companies Summit hosted by CCTV were held

hao (Chairman of New Hope Group), and the directors of many

in Beijing. With the theme of "Constructing a Modern Economic

other well-known Chinese enterprises. Moutai liquor booth be-

System", this event reviewed the new highlights of Chinese econo-

came a "gathering place" for ambassadors of various countries in

my as well as the new trends of China's listed companies, explored

China. They listened to Yuan Renguo's introduction of the Moutai

new ideas for development in the new era of Chinese economy,

brand while enjoying the mellow Moutai liquor. Moutai liquor was

offered suggestions for optimizing structure, converting motiva-

carried to the table of each ambassador. When they toasted with

tion, and building a modern economic system, and agglomerated

each other, the bouquet permeated the air and Moutai liquor

strong confidence for China's economic transformation and pros-

undoubtedly became the focus of all guests.

perity.

(Shang Yu Song)

HARMONY 和

MOUTAI Magazine

茅台酒閃耀中國上市公司峰會

加「大使與 CEO 午餐會」，與南非、埃及、愛沙尼亞、羅馬尼亞、

袁仁國對話各國駐華大使

哥倫比亞、秘魯、塞爾維亞、希臘、西班牙、愛爾蘭、墨西哥、瑞典、捷克、芬蘭等 14 個國家的駐華大使和福耀玻璃集團董事長曹德旺、

12 月 11 日至 12 日，由中央電視臺主辦的 2017 央視財經論壇

新希望集團董事長劉永好等多家中國知名企業領導一起共進午餐。

暨中國上市公司峰會在北京國貿隆重舉行，本次活動以「建設現代

其間，茅台酒所在的展臺成為了各國駐華大使的「聚集地」，不同

化經濟體系」為主題，回顧 2017 年中國經濟的新亮點以及中國上

膚色的駐華大使駐足在茅台酒展臺前，一邊聽著袁仁國對茅台品牌

市公司的新動向，探討中國經濟邁入新時代的發展新理念，為優化

的介紹，一邊品著醇香的茅台美酒，不時發出聲聲讚歎。隨即，茅

結構、轉換動力、建設現代化經濟體系建言獻策，凝聚中國經濟轉

台酒被端至每一位大使的桌前，觥籌交錯間，酒香彌漫，茅台酒無

型騰飛的堅強信心。

疑成為了全場中最受矚目的存在。

11 日，茅台集團公司董事長、股份公司董事長袁仁國受邀參

（尚鈺淞）

their visit to Africa. Kang Yong (Chinese Consul General in Cape

Li Baofang Visited African Embassies and Consulates

Town), Zhang Yiming (China's Extraordinary and Plenipotentiary

From November 15 to 26, Moutai Group and Kweichow Moutai

Plenipotentiary Ambassador to Mozambique), and Liu Xiaoguang

Ambassador to Namibia), Su Jian (China's Extraordinary and

Co., Ltd. leaders including Li Baofang, Zhao Shuyue, Liu Zili, Wang

(Economic and Commercial Counselor of the Chinese Embassy in

delegation to Africa, participated in Moutai Group's activity of

led by Li Baofang.

Chonglin, You Yalin, Zhong Fangda, and Yang Fengxiang led a

Mozambique) respectively met and discussed with the delegation

"Meeting in Africa through the Unique Aroma—China Kweichow

"Moutai has made outstanding contributions to China's

Moutai, the Belt and Road Branding Initiatives in South Africa",

diplomacy." As a diplomat with more than 30 years of diplomatic

and visited the Chinese Consulate General in Cape Town as well

experience, Kang Yong had a more profound understanding of

as the Chinese Embassies in Namibia and Mozambique during

Moutai's important role in foreign affairs; he added, "The 'Belt and

M UTAI

DEC 2017

on the world map

Road' Tour has come to the southernmost end of Africa and the

蘇健向李保芳一行講述了中莫結交的歷史及近年來莫三比克

Moutai Craze has also swept the African continent. It is incumbent

的發展情況。在談到茅台與莫三比克人民的關係時，蘇健表示，中

Chinese enterprises as Moutai in South Africa. I believe that Moutai

知名度，經濟條件較好的國民家裡都有收藏茅台酒的習慣，希望茅

upon the Consulate General to promote the development of such

莫兩國歷來交好、政治互信、經濟互補，茅台在莫三比克有很高的

will certainly harvest a golden future in Africa."

台集團能夠推動更多貴州企業來莫投資，實現共贏。

Ambassador Zhang Yiming warmly welcomed the Moutai

Group delegation's visit to Namibia and said that Moutai actively

South Africa and Namibia were comparatively rich countries in

Kweichow Moutai Won the Title of 2017 CCTV Top 10 Listed Company

African market was very wise and pragmatic. "We warmly welcome

On December 12, the 2017 CCTV Financial Forum and Chinese

practiced "the Belt and Road" Initiative. Its international road that had reached Africa was broad, far-reaching, and practical; both

Africa; standing on these two countries to promote the entire

such powerful enterprises as Moutai to enter Africa and seek more

Listed Companies Summit were held in Beijing. The summit

opportunities."

released the list of "2017 CCTV Top 10 Listed Companies". Among

Su Jian told Li Baofang's delegation the history of

more than 3,000 listed companies, Kweichow Moutai, Midea, Gree,

Mozambique's association with China and the development of

Yili, ICBC, iFLYTEK, SAIC Motor, Hikvision, Fuyao Glass, and Han's

Mozambique in recent years. When talking about the relationship

Laser stood out and shared the top 10 awards. The jury wrote in

between Moutai and the people of Mozambique, Su Jian said

the recommended description of Moutai: "A century-old mellow

China and Mozambique had always befriended each other, trusted

liquor dominates the top liquor market, and more than 40 billion

each other in politics, and complemented each other in economy.

RMB of dividend was paid during 16 years of listing."

Moutai had a very high reputation in Mozambique and relatively

Yuan Renguo (Chairman of Moutai Group and Kweichow

richer families in Mozambique had the habit of keeping Moutai

Moutai Co., Ltd.) received the award on behalf of the company

enterprises to invest in Mozambique and achieve win-win progress.

when Moutai was listed on the Shanghai Stock Exchange, the

liquor. He hoped that Moutai Group could lead more Guizhou

and delivered his speech. Yuan Renguo said that in August 2001 stock price was 31.39 RMB per share and the raised fund was 1.998

李保芳率隊拜訪非洲使領館

billion RMB; yesterday, Moutai's stock price reached 651 RMB per share, and the total market value was 817 billion RMB. Over 16

11 月 15 日到 26 日，茅台集團及股份公司領導李保芳、趙書躍、

years since it was listed, Moutai had totally paid 43 billion RMB of

劉自力、王崇琳，總經理助理游亞林、鐘方達、楊鳳祥率隊來到了

dividend to shareholders, becoming a company with the largest

非洲，參加茅台集團公司「香遇金色非洲——文化茅台走向『一帶

sum of dividend in all listed companies. (Shang Yu Song)

一路』」品牌推介活動，並在非洲期間拜訪了中國駐開普敦總領事館、中國駐納米比亞大使館、中國駐莫三比克大使館。中國駐開普

貴州茅台榮獲 2017CCTV 中國十佳上市公司

敦總領事館總領事康勇，中國駐納米比亞特命全權大使張益明，中

稱號

國駐莫三比克特命全權大使蘇健、商務參贊處參贊劉曉光等分別親切接見李保芳一行，並進行座談。

12 月 12 日，2017 央視財經論壇暨上市企業峰會在北京舉行。

「茅台為國家外交事業做出卓越貢獻」，作為一名有著三十多

會上公佈了「2017CCTV 中國十佳上市公司」名單，貴州茅台與美的、

年外交經歷的外交官，康勇對茅台酒在外事活動中發揮的重要作用

格力、伊利、工商銀行、科大訊飛、上汽集團、海康威視、福耀玻

有著更為深刻的認知，並表示：「『一帶一路』已經走到了非洲最

璃、大族鐳射等十家優質企業從 3000 餘家上市公司中脫穎而出，

南端，茅台旋風也已刮到了非洲大陸，服務好茅台這樣的中資企業

共用十佳殊榮。評委會在對茅台的推薦描述中寫道：「百年醇釀，

在南非的發展，總領館義不容辭，相信茅台一定會在非洲金色的大

稱雄極品酒市場；上市十六年，分紅超過四百億。」

地上收穫一個金色的前程。」

茅台集團公司董事長、股份公司董事長袁仁國代表公司領獎，

張益明大使熱烈歡迎茅台集團代表團訪納並表示，此次茅台積

並發表獲獎感言。袁仁國說，2001 年 8 月，我們在上交所上市時，

得高遠、走得踏實，南非和納米比亞都是非洲條件相對較好的國

已達到每股 651 元，股票總市值為 8170 億元，上市 16 年來，茅

極踐行「一帶一路」倡議，其國際化之路走到非洲，走得開闊、走

股票價格為每股 31.39 元，募集資金 19.98 億元，昨天，茅台股價

家，以此為支點，撬動整個非洲市場非常明智務實，「我們熱情歡

台共給股民分紅 430 億元，是所有上市公司中分紅最多的企業。

（尚鈺淞）

迎茅台這樣的實力派走進非洲，尋求更多機會。」

HARMONY 和

MOUTAI Magazine

Yuan Renguo Listed in "2017 Top 25 Influential Business Leaders" The annual selection of "The 15th (2017) Top 25 Influential

Business Leaders" hosted by "China Entrepreneur" magazine was

announced on December 10. Yuan Renguo (Chairman of Moutai

Group and Kweichow Moutai Co., Ltd.) was selected as one of the

most influential enterprise leaders. This year's selection included two parts: Internet voting and expert voting. Winning 750,000

Internet votes, Yuan Renguo was the selected enterprise leader

Moutai Debuted at UNESCO Headquarters

with the largest number of Internet votes.

Liu Yonghao (Chairman of New Hope Group) commented on

the award for Yuan Renguo, "He has developed a local enterprise

Since 2001, the French spirits salon has become the benchmark

into the world's No. 1 enterprise; what he manages is a traditional

for the world's spirits salon. On December 4, 2017, the 17th Spirits

enterprise but he has never stopped innovating. He led the

Salon was held at the UNESCO Panoramique Restaurant in Paris.

company to create a market value miracle of 900 billion RMB."

The Salon has been organized by liquor specialists to introduce

Yuan Renguo talked with such famous entrepreneurs as Chen

and promote excellent products in various fields of alcohol.

Dongsheng and Liu Yonghao, and pointed out in his award-

The participants in this spirits salon were all leading figures

winning speech, "As Chairman of Moutai Group, my being selected

has released a signal that national brands with independent

of the catering industry, such as alcoholic catering distributors,

recognition, and encouragement. In China, it is difficult to run an

purchasers, and related media personnel. In this year's spirits

star hotels, bars, upscale hotels, well-known cellars, catering

intellectual property rights are receiving more attention,

salon, the Panoramique Restaurant provided better venues and

enterprise well, especially an industrial enterprise. Comparing to

services for exhibitors and the number of participants was far

Moutai's stock price, I am more concerned about how to stick to

beyond that of previous years.

the artisan spirit, keep improving, and make Moutai better."

The star chefs from Académie Culinaire de France, a renowned

(Shang Yu Song)

French catering organization, had created two delicious dishes

based on Moutai, integrating China's national liquor into French

袁仁國入選

cuisine.

「2017 最具影響力 25 位企業領袖」

由《中國企業家》雜誌社主辦的「2017 第十五屆最具影響力

(Source: Moutai France)

茅台首登聯合國教科文組織總部

的 25 位企業領袖」年度評選 12 月 10 日揭曉。茅台集團公司董事長、股份公司董事長袁仁國入選最具影響力企業領袖。本次評選分網路

自 2001 年起，法國烈酒沙龍成為世界烈酒沙龍類的風向標。

投票和專家投票兩個環節。袁仁國獲得 75 萬網路投票，為入選票

2017 年 12 月 4 日第十七屆烈酒沙龍在法國巴黎聯合國教科文組織

數最高的企業領袖。

的 Panoramique 餐廳舉行，烈酒沙龍活動一直由酒類專業人士組

新希望集團董事長劉永好在為袁仁國頒獎時這樣評價道：「他

織，目的在於介紹推廣酒類各個領域的優秀產品。

把一個地方企業做到了全球第一，他從事的是傳統企業，但從未停

此次烈酒沙龍的參與者均是餐飲界的領軍人物，例如，酒類餐

止創新。他帶領的公司，創造了 9000 億市值的奇跡。」

飲經銷商、星級酒店、酒吧、高檔酒店、知名酒窖、餐飲採購者及

辭中指出：「作為茅台集團的董事長，我的入圍釋放一個信號，具

組織的 Panoramique 餐廳舉行，為參展商們提供了更優質的場地

袁仁國現場與陳東升、劉永好等知名企業家交流，並在獲獎致

相關媒體人員。2017 年世界烈酒沙龍將在法國巴黎聯合國教科文

有自主智慧財產權的民族品牌，正在受到更多的關注、認可和鼓勵。

和服務，參與人數遠遠超出往年。

在中國，做好一家企業不容易，做好一家實體企業更不容易。相對

法國著名餐飲組織 Académie Culinaire de France 的星級大廚

於茅台股價，我更關心如何堅持工匠精神，以精益求精的態度，把

們專門為我們的茅台酒獨創了兩款加入茅台酒的美味菜肴，這些大

（尚鈺淞）

（來源：茅台法國）

茅台做得更好。」

廚們讓國酒茅台與法式料理展開了激情碰撞。

M UTAI

DEC 2017

on the world map

the traditional Chinese liquor culture" and "importing the

Moutai Presented at Calgary Appreciation Event

mainstream Western liquor culture". As a result, the company has

not only substantially improved Moutai's share in the international market, but also cultivated a broader and more diverse consumer

On December 13, a high-end liquor party that gathered the

base for the future of Moutai.

elite of Canada's Calgary was held. The event was jointly held

at the Westin Hotel in Calgary by Hainan Airlines (Calgary) and

Moutai's Canadian distributor. HNA (Hainan Airlines), an airline

(Source: Moutai International)

with ultimate service, provides thoughtful service between Calgary

國酒助陣卡爾加里年終答謝宴

model of fine liquor in the minds of almost all Chinese. What kind

會如約而至。這次活動由卡城海南航空和茅台酒業在卡爾加里

and Beijing for Calgary citizens; Moutai, China's national liquor, is a

12 月 13 日一場匯聚加拿大卡城（卡爾加里）精英的高端酒

of feast would their cooperation bring?

Downtown 的威斯汀酒店聯合舉辦。海航，為卡爾加⾥的市民提

The guests present included Lu Xu (Chinese Consul General

供了卡城往返北京的周到服務；國酒茅台，幾乎所有華人心目中的

in Calgary), Ms. Teresa Woo-Paw (former Parliament Member of

美酒典範。兩⼤品牌協作，能給大家呈現怎樣的饕餮盛宴呢？

Alberta), representatives from Calgary's travel, oil, and

此次活動到場的嘉賓有：中華人民共和國駐卡爾加里領事館陸

Chinese-funded enterprises, and representatives from the

旭總領事；前阿省議員鮑胡瑩儀女士（Teresa Woo-Paw）；卡城旅行、

speeches for the event, including Consul General Lu Xu who

嘉賓紛紛上臺為酒會致辭，包括陸旭總領事，對海航這些年多為卡

management of Calgary Airport. A number of guests gave

石油、中資企業等代表；卡爾加里機場的管理層代表。到場的多位

praised HNA for the quality service provided in these years.

城提供的⾼品質服務而讚賞。

The event was full of passion and the guests enjoyed their

酒會現場，熱情洋溢。到場賓客們自斟自飲，相談甚歡。除了

drinking and talking very much. In addition to spotlight and

有鎂光燈、紅毯待遇之外，此次活動最亮眼的地方恐怕是現場拜訪

red carpet treatment, the most dazzling thing of the event was

的美酒茅台了。

probably the Moutai liquor.

縱觀此次活動，茅台再一次帶著熱情走出國門。百年之前，茅

Throughout this event, Moutai once again went abroad with

台初出國門，世界始知茅台酒；百年之後，茅台早已成為全球化的

and the world began to know Moutai; 100 years later, Moutai has

州茅台進出口公司為踐行「讓茅台更加飄香世界」的宗旨，從「引

enthusiasm. 100 years ago, Moutai went abroad for the first time

大集團、世界蒸餾酒第一品牌，一張飄向世界的「中國名片」。貴

become a great and global group, the No. 1 distilled liquor brand

入傳統的中國酒文化」以及「導入主流的西方酒文化」兩個方面入

in the world, and a fragrant world-famous name card of China. In

手加速國際化戰略的實施，不僅令茅台酒在國際市場上的佔有率獲

order to carry out its mission of "letting Moutai's flavor spread all

得較大幅度的提升，而且為茅台酒的未來培養了更廣泛、更多元的

over the world", Guizhou Moutai Chiew I/E Co., Ltd. accelerated the

消費人群。

implementation of its internationalization strategy by "introducing

（來源：茅台國際）

HARMONY 和

MOUTAI Magazine

Wharton School Visited and Researched Moutai Group

Swiss Chocolate Met Moutai Liquor for Potential "Sweet Cooperation"

On October 26, 2017, Sam Lundquist (Vice-President of

In March 2017, Guizhou Vice-Governor Lu Yongzheng led a

Wharton School of the University of Pennsylvania) led a team to

delegation of Guizhou Province to visit Switzerland. During his

Moutai Group) said that both sides would enjoy mutual benefit

best chocolate set up a production base in the Swiss (Guizhou)

visit, he said that China's best liquor Moutai and Switzerland's

visit and discuss with Moutai Group. Yuan Renguo (Chairman of

Industrial Demonstration Park to produce "Moutai liqueur" (Moutai-

and better development if Moutai Group cooperated with Wharton

filled chocolate); it would be a "sweet cooperation". On December

School.

8, under the guidance and promotion of Guizhou Provincial

The two sides have started the friendly exchange mode. On

Department of Commerce, the Swiss business delegation came to

December 19, Wharton School's team led by Professor Zhang

Moutai to talk about the proposed "Moutai liqueur project". Yuan

Zhong visited Moutai Group again for further research and

Renguo (Chairman of Moutai Group ) met with the delegation. Liu

exchange with Moutai Group.

Hanlin (Moutai Group's Chief Legal Adviser) held a conference with

Li Mingcan (Deputy General Manager of Kweichow Moutai

the delegation at Moutai Conference Center.

Co., Ltd.), Huang Wei (General Manager Assistant of Kweichow

In the conference, the two sides fully discussed the

Moutai Co., Ltd.), and the related personnel from the Corporate Management Department, Sales Company, Jiang Fragrance

cooperation prospects and suggestions of the "Moutai liqueur

Management Department, Technology Center, Finance

partnership between Moutai Group and the Swiss chocolate

project". According to reports, the project aims to promote a

Company, Production Management Department, Strategic

producer so as to produce chocolate candy. The implementation

Department, and General Office attended the meeting.

of this project can integrate the two landmark products of China

Professor Zhang Zhong introduced the basic situation

and Switzerland, and promote the diversified development as well

of Wharton School and expressed his strong interest in the

as improve the market reputation for Moutai and Swiss chocolate

achievements made by Moutai. Moutai Group's leaders and

brands. The two sides are expected to develop the project into a

related directors respectively detailed such aspects as Moutai's

landmark project of the Swiss (Guizhou) Industrial Demonstration

historical evolution, traditional production process, corporate

Park through their efforts after reaching a cooperation agreement.

culture, "Nine Methods of Marketing", sales market, development

(Song Lang and Fang Cunfang)

of transformation, and management innovation, pointing out that Moutai's achievement was not accidental.

瑞士巧克力相遇貴州茅台酒

美國沃頓商學院來茅台深入調研

有望開啟「甜蜜的合作」

2017 年 10 月 26 日，美國賓夕法尼亞大學沃頓商學院副院長

Sam Lundquist 一行曾來到茅台交流座談，茅台集團董事長袁仁國

2017 年 3 月，貴州省副省長盧雍政率貴州省代表團訪問瑞士

表示，與沃頓如能合作，一定是一件既相得益彰，又錦上添花的

期間提出，中國最好的酒「茅台酒」與瑞士最好的巧克力在瑞士（貴

在雙方開啟了友好交流的模式下，12 月 19 日，美國賓夕法尼

是「甜蜜的合作」。12 月 8 日，在貴州省商務廳主導和推動下，

好事。

州）產業示範園設立生產基地，生產「茅台酒心巧克力」，一定會

亞大學沃頓商學院再次由張忠教授率隊赴茅台集團進行深入調研，

瑞士商務代表團來茅台，就擬合作「茅台酒心巧克力專案」展開洽

並與茅台集團舉行座談交流。

談。茅台集團公司董事長袁仁國在醉園會見了代表團一行，茅台集

茅台酒股份公司副總經理李明燦，總經理助理黃維出席會議，

團公司總法律顧問劉漢林與代表團在茅台會議中心舉行洽談會。

公司企業管理處、銷售公司、醬香酒公司、生產管理部、戰略管理

會上，雙方就「茅台酒心巧克力項目」的合作前景、建議內容

部、技術中心、財務部、公司辦及相關負責人參加會議。

等展開了充分探討。據介紹，該專案旨在促進茅台集團和瑞士巧克

成效表示濃厚的興趣。茅台集團參會領導和相關負責人則分別從茅

可融合中瑞兩國的兩大標誌性產品，能為茅台和瑞士巧克力品牌的

張忠教授對沃頓商學院的基本情況作介紹，並對茅台所取得的

力生產商建立合作夥伴關係，共同生產巧克力糖果。該專案實施後，

台歷史發展沿革、傳統生產工藝流程、企業文化、「九個行銷」理

多樣化發展及提高市場知名度提供絕好的機會。期望雙方達成合作

念、銷售市場、轉型發展和管理創新等諸多方面進行詳細闡述，從

後，通過努力，建成瑞士（貴州）產業示範園標誌性專案。

（宋浪方存芳）

而指出，茅台所取得的成效並非偶然。

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