Moutai Magazine - International Edition Issue 20 Summer 2018 by MOUTAI Magazine - International Edition

20 SUMMER 2018

Competition 角逐也是一種競技 Moutai's Trip to Australia

茅台走進澳洲

Chinese Brands on the World Cup Pitch 綠茵場上的中國品牌

The Paradise of Upper House 奕居的世外桃源

ENERGY

力量

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 : 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.

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

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

Special Thanks :

Hardness with Softness 剛柔並濟

JUL 2018

The credit belongs to the man who is actually in the arena. ---Theodore Roosevelt

Broader Horizon

天地廣闊

The competitions in life bring out the excitement in every aspect. In Moutai Magazine issue 20, we will: Understand the cultural meaning of Moutai’s trip to Australia; Take a look at the Chinese brands on the World Cup pitch; Meet the virtual cocktail from e-sports; Open the window of Moutai’s overseas marketing in Shenzhen; Interview with Sonia Cheng about her “Rosewood” life; Explore the paradise of Upper House; Enjoy the beer of the Czech Republic; Listen to Warsaw’s Chopin, Be the man of honor in the arena.

榮譽屬於真正在競技場上拼搏的人。 — 西奧多·羅斯福生活中的競賽帶來無處不在的刺激。本期 Moutai Magazine，我們將帶您：領會茅台澳洲之旅背後的文化解讀；探尋綠茵場上的中國品牌；品嚐電子競技中的虛擬雞尾酒；打開茅台海外行銷的重要窗口；跟鄭志雯暢聊她的瑰麗人生；走訪奕居的世外桃源；沉醉在捷克的光榮與夢想中；聆聽來自華沙的蕭邦，成為賽場中榮耀的歸屬者。

Fanscination 風景獨好

CON TE N T

MOUTAI Magazine

M OUTAI MAGAZINE

C ONT EN T

ISSUE #20 2018

SPECIAL Chinese Brands on the World Cup Pitch 綠茵場上的中國品牌

Virtual Cocktail from E-Sports 電子競技中的虛擬雞尾酒

The Cultural Meaning of Moutai's Trip to Australia 茅台走進澳洲背後的文化解讀

ETIQUETTE 禮

10 66

C O V E R STO RY

An Important Window of Moutai's Overseas Marketing ——Shenzhen Luo Hu Duty Free Shop 茅台海外行銷的重要窗口：深圳羅湖口岸免稅店

Sonia Cheng and Her "Rosewood" Life 鄭志雯：瑰麗的人生

The Paradise of Upper House 奕居的世外桃源

Enjoying Music is like Drinking Wine 聽音樂如飲酒 Indulging in the Czech Republic, the Capital of Beer 沉醉捷克：遊走啤酒之都的光榮與夢想 Warsaw's Chopin, Incidental or Inevitable? 華沙的蕭邦，偶然還是必然？

The cover is inspired by the World Cup 2018. Wonderful matches and Moutai

60 66 72

together stimulate your senses.

封面靈感來源於 2018 年夏天的世界杯賽事。精彩的賽事與茅台一起刺激着你的感官。

Moutai on the World Map 茅台在全球 9

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As FIFA 2018 World Cup is on the stage, the feast for football fans has unveiled its curtain. This year football fans may be

thrilled to see the presence of many familiar Chinese brands like Wanda, Hisense, Vivo and Mengniu on the football field.

According to FIFA’s marketing plan from 2018 to 2022, 2018 FIFA World Cup Russia has recruited several FIFA Partners, FIFA

World Cup Sponsors and 20 National Supporters. Chinese companies took 7 places and considered half of the total amount of sponsored companies.

"Der Kaiser (the king of football)" Franz Anton Beckenbauer said, "It is not football but gold that rolls on the pitch." As the

most eye-catching and expensive sport event in the world, the high cost of sponsorship fee is not a secret anymore. Chinese

company Wanda Group spent 150 million US dollars for signing up as a FIFA Partner-the highest level of sponsorship-alongside Coca-Cola, Visa, Adidas and Russia’s Gazprom for the next four World Cups, who is eligible for advertising rights and marketing rights in every FIFA’s sport event. Moreover, Chinese brands Hisense, Mengniu and Vivo became the FIFA Sponsors, as well as Immerex and Diking paid 20 million dollars each for the National Supporters. 10

2018 俄羅斯世界盃 6 月 14 號開幕，四年一次的足球盛宴在俄羅斯開啟，全球進入了世界盃模式。與歷屆世界盃賽場最大的不

同之處在於，今年的俄羅斯賽場之上，中國企業的 Logo 隨處可見。

根據國際足聯對 2018 及 2022 年世界盃的贊助計劃，俄羅斯世界盃計劃招募多個國際足聯全球合作夥伴、世界盃贊助商以及

五大區域最多 20 個區域贊助商。在今年的世界盃贊助商名單裡，中國企業占了 7 席，將近贊助企業總數的 1/2。

「足球皇帝」貝肯鮑爾曾說：「在綠茵場上滾動的不是足球，而是黃金。」作為全球知名度和含金量最高的足球賽事，世界盃

是各大企業競相角逐的行銷主陣地，其天價贊助費早已不是秘密。2016 年，万达集團斥資 1.5 億美元與 FIFA 簽訂戰略合作協定，

成為中國首個 FIFA 頂級贊助商，協議有效期長達 15 年。在未來四屆世界盃裡，享有國際足聯旗下所有賽事的全部廣告權與行銷權。海信、蒙牛、Vivo 則成為二級贊助商，佔據了這一級別贊助商總數的 60%。開賽前一個月，我國指點藝境、帝牌兩家公司拿下與雅迪同級別的三級贊助商，兩家企業支付的贊助費用各為 2000 萬美元。

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MOUTAI Magazine

HISENSE Hisense, one of China’s largest consumer electronics

perfect sports event for us to be a part of."

companies, has become an official Sponsor of the 2018

FIFA Secretary General Fatma Samoura said, "FIFA

FIFA World Cup Russia. The company has been number one

is delighted to welcome Hisense on board as an Official

success in China has helped to support the rapid expansion

forward to working with them to promote the competition,

in Chinese TV market shares for the last 13 years, and its

WANDA GROUP

Sponsor of the 2018 FIFA World Cup Russia. We look

of its international business reach to over 130 countries

Wanda Group was founded in 1988 and is engaged

football.

in three key business activities - commercial properties,

In addition to the global exposure and benefits this

particularly in China, where the company is a market leader

around the world. It currently ranks third overall in all global

in consumer electronics, and where the popularity of

TV shipments.

football continues to grow."

As an Official FIFA World Cup Sponsor, Hisense engages

culture, and finance. Wanda Commercial Properties is the

partnership delivers, Wanda Group will benefit from the

in various global marketing and advertising activities

star hotel owner in the world. Wanda Cultural Industry

which will be implemented through various activation tools

FIFA World Cup. Its logo is associated with these two

助商的行列。本屆世界盃，海信在球場上打出大幅醒目廣告，

marketing opportunities both on and off the pitch, including

機間歇穿插而過，非常抓人眼球。

world's largest real estate enterprise and the biggest five-

promotion of FIFA Competitions across Wanda properties,

Group, meanwhile, is the largest cultural enterprise in China,

such as the awarding of FIFA World Cup tickets, the use of

and the world's largest cinema operator. The conglomerate

the Official FIFA mascot and the implementation of a FIFA

is led by Wang Jianlin, who has served as Chairman of the

youth development program in China.

Wanda Group since 1989.

万达集團，2017 年位列《財富》世界 500 強 380 名。旗

Wanda has a long-standing heritage in the sport sector.

下万达體育，全稱万达體育控股有限公司，擁有瑞士盈方體育

Having played a first-hand role in the transformation of

傳媒、美國世界鐵人公司等企業，是世界知名的體育公司。

Chinese football in 1993, including the establishment of

2015 年，万达先是入股馬德里競技俱樂部，後又以 10.5

Dalian Wanda F.C., the nation's number one professional

for both the FIFA Confederations Cup 2017 and the 2018 upcoming FIFA events and the company is accessing to

除 LOGO 出現在 2017 年聯合會杯和 2018 年 FIFA 世界盃賽事

Hisense reach over 200 territories and greatly enhance its

兩千多萬互聯網電視使用者也將享受到更多的獨家資源。國際

the competition. It is expected that the sponsorship sees

蓋 25 個體育項目，在足球和冬季運動領域全球排名靠前。8 月，

a lot of experience and seen strong brand growth through

2016 年 3 月 18 日，國際足聯正式對外宣佈，與來自中國

Star Program.

By supporting FIFA till 2030, the Wanda Group

的万达集團正式簽署合作協定，万达成為國際足聯的合作夥伴

sport and to a lasting partnership. Complementing FIFA,

意味著在國際足聯的優質贊助商序列中，出現了中國企業的名

(FIFA Partner)，時間至 2030 年，涵蓋未來四屆世界盃賽。這

showcases its commitment to the sustainable growth of the

字。

the aim is clear: team up for the next chapter of success in 12

足聯秘書長法蒂瑪 · 薩穆拉同時在現場宣佈：將委託海信圍繞

Speaking about Hisense’s role as an Official Sponsor

development of football in China, with a special focus on

万达又宣佈，以 6.5 億美元並購了美國世界鐵人公司。

期間的場地廣告、門票、新聞背板和直播比分彈窗上外，海信

international brand exposure.

of the 2018 FIFA World Cup, Liu Hongxin, President of the

the growth of grassroots football through China’s Future

海信集團以近億美元成為 2018 俄羅斯世界盃官方贊助商。

addition, Hisense televisions are the official televisions of

億歐元並購了瑞士盈方體育傳媒。盈方也是全球規模較大的體育媒體製作及轉播公司之一，該公司所擁有版權的媒體轉播涵

廣告主資訊為：品牌 logo Hisense，並有一台靚麗的彩色電視

advertising boards in stadiums and on-screen credits. In

football club, the Group has had a long affiliation with

football. Wanda has also shown a constant support to the

海信，中國最大的電器公司之一，今年也加入了世界杯贊

賽事直播顯示等技術進行專項開發，以提高觀眾的觀賞體驗。

這是繼贊助 2016 法國歐洲杯之後海信贊助的又一項頂級

Hisense Group, said, "Over the years, Hisense has gained

體育賽事，海信對於全球市場的野心可見一斑。海信成為万达

sports sponsorships. We are honoured to take on our

百年來首個中國消費電子品牌贊助商。

集團之後俄羅斯世界盃的第二家中國贊助商，也是世界盃設立

biggest challenge, the 2018 FIFA World Cup, and we believe

海信總裁劉洪新表示：「贊助世界盃是海信塑造世界級品

that the competition will vastly improve global awareness

牌的一次良好機會和贊略行動。」通過對國際頂級賽事的贊助，

brand. The FIFA World Cup brings together the highest levels

溢價。據瞭解，雙方此次牽手，國際足聯還將委託海信就比賽

and economic value for Hisense as a truly international

海信正在加快國際化進程，提高全球佔有率，獲取更大的品牌

of competition and prestige in global football, making it the

顯示技術進行專項深度開發，以新的體驗滿足受眾需求。 13

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VIVO Vivo is the FIFA’s official smartphone sponsor under a

involvement in the next editions of the FIFA World Cup and

sponsorship agreement that will run until 2022 and include

FIFA Confederations Cup."

the next editions of the FIFA World Cup in 2018 and 2022.

作為國際足聯世界盃的官方智慧手機品牌贊助商，Vivo

As FIFA’s official smartphone brand, Vivo will sponsor

the 2018 and 2022 FIFA World Cups as well as the FIFA

將相繼贊助 2017 年俄羅斯聯合會盃、2018 年俄羅斯世界盃、

sponsorship is set to take Vivo to new heights. The Vivo logo

作期間，Vivo 將通過世界盃巨大的全球影響力大幅提高其國

MENGNIU

2021 年國際足聯聯合會盃和 2022 年卡達世界盃。在這六年合

Confederations Cup. The global reach of this six-year

際曝光度。Vivo 的商標將出現在每場比賽的現場看板、比賽

will appear during every match on pitch advertising boards, match tickets, media releases and other key promotional activations such as the right to select guests to be a Vivo

have an opportunity to reach an even bigger global market

行銷計劃。此外，國際足聯的工作人員將現場使用 Vivo 智慧

Cup Russia. The announcement was made in the presence

industry to the whole world," said Lu. "This is not only a

手機。

phone photographer during pre-match player warm-ups.

作為世界上最大的體育賽事之一，國際足聯世界盃的影

Vivo will also gradually introduce a customized FIFA World

響力巨大，覆蓋全球。對 Vivo 等智慧手機品牌來說，能夠贊

Cup phone that will offer a unique experience for football fans around the world.

itself with the football spirit and show consumers all over

台，同樣它的賽場精神也是連接世界不同種族、不同年齡的球

the world Vivo’s creative, joyful and international brand

branding will appear on all key promotional platforms, such

感受到前所未有的品質饕餮。」

Speaking about the new agreement, FIFA Secretary

國際足聯秘書長法蒂瑪 · 薩穆拉稱：「如今在球場內外，

General Fatma Samoura said: "Football and technology are coming closer by the day, on and off the pitch, and

足球與技術之間的聯繫日益密切。與這家全球智慧手機品牌

with the leading global smartphone brand. We are very

Vivo 密切合作，期待他們參與到下一屆國際足聯世界盃和聯

開始贊助方面的合作可以說是一個重大契機。我們很高興與

it is a great moment to start a partnership of this nature

合會盃中。」

excited to be working closely with Vivo and keen to see their 14

際足聯世界盃官方預製霜淇淋」和「國際足聯世界盃大中華區

The Mengniu Group uses its extensive sponsorship

迷的載體。Vivo 作為全球領先的手機品牌，希望通過贊助世

端、創新的產品和優質的使用者體驗服務，讓每一名球迷用戶

experience and the game of football."

蒙牛也是 2018 年世界盃全球官方贊助商之一。蒙牛旗下

4 大品類產品獲得了「國際足聯世界盃官方飲用優酪乳」、「國

Greater China.

assets to give a unique opportunity to its customers to

大消費者更好的溝通互動，樹立 Vivo 國際形象。同時通過尖

energetic and youthful elements to the FIFA World Cup

and pre-packaged ice cream of the FIFA World Cup and the

他說：「世界盃的魅力在於，它不僅是世界上最頂級的賽事平界盃足球賽，將 Vivo 堅持的理念、精神傳遞給消費者，與廣

image. In the meantime, Vivo will bring more personalized,

industry as a whole."

The agreement covers four categories of Mengniu’s

Official milk and powdered milk of the FIFA World Cup for

活力、不斷前進的賽場拼搏精神與 Vivo 的品牌理念非常契合。

of the FIFA World Cup, Vivo hopes to strongly associate

proud moment for Mengniu, but also for the Chinese dairy

Officer Philippe Le Floc’h.

組織者。

football is about constant progress. As a global sponsor

and, more importantly, to showcase the Chinese dairy

of Mengniu Group CEO Jeffrey Lu and FIFA Chief Commercial products, making the Group the Official drinkable yoghurt

Vivo 高級副總裁倪旭東表示，世界盃所蘊含的激情、

creating happiness for millions of people. The spirit of

become the latest Official Sponsor for the 2018 FIFA World

助世界盃代表著一項重大成就。在全球很多智慧手機品牌中，

Vivo 始終堅持不斷進步，正是這點吸引了國際足聯世界盃的

Vivo Executive Vice-President Ni Xudong explained:

"Football is a sport full of passion and moments of wonder,

"Thanks to our sponsorship of the FIFA World Cup, we

a market leader in dairy products in Greater China, to

有權在賽前運動員熱身期間邀請嘉賓擔任 Vivo 攝影師等特別

platforms. The agreement includes special marketing

FIFA has signed an agreement with the Mengniu Group,

門票、新聞稿背景和其它主要促銷區域中。國際足聯權利包括

官方牛奶」、「國際足聯世界盃大中華區官方奶粉」的殊榮。更值得驕傲的是，蒙牛是國際足聯在全球贊助商級別首次合作

experience the FIFA World Cup in Russia this summer. Their

的乳品品牌，也是中國食品飲料行業成為世界盃全球贊助商的第一個品牌。

as FIFA’s digital channels, LED boards, and match tickets.

「牛奶與足球一樣，能夠為大家帶來健康與快樂。成為國

"Mengniu is one of the biggest dairy producers in the

際足聯世界盃全球贊助商，是國際足聯對蒙牛品牌及產品品質

world and is a strong brand in the Chinese market. Growing

的高度認可。對於蒙牛來說，這是一次走向世界的商業機遇，

the game worldwide is one of our key priorities, and we now

更是向全球展現中國乳業的重要機會。所以這不但是蒙牛的驕

have another strong Official Sponsor in such an important

傲，也是整個中國乳業的驕傲。」蒙牛集團 CEO 盧敏放這樣

region," said Le Floc’h. "Naturally, we will also benefit from

表示。作為國內在出海道路上走得最快、走得最遠，擁有最多

the fact that Mengniu’s business appeals to children and

海外消費者的乳企之一，蒙牛近年來與「一帶一路」沿線許多

youngsters, giving us the opportunity to engage with a new

國家、地區開展了奶源、研發、生產等方面的合作，產品銷售

generation of football fans."

到了 6 個海外市場。 15

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TEXT/ 文 Man Kin Fung

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done with reference to the past. The current development of

uman beings in the 21st century are facing ever-

e-sports has also grown in such a way.

changing technologies. When Steven Spielberg

Global media are focusing their resources on online

talks about through movies the world of virtual

reality in the coming decades, the emergence of blockchain

platforms and people with first-hand and latest information

changing human's genes and lifestyles. Everyone's eyes are

true in various industries. The earth is gradually becoming

naturally become winners. I believe that this statement is

technology and decentralization ideas are gradually

a huge digital book, and every place has information

constantly evolving and becoming more adaptable to the

wars of different scales at every second. Countries check

screen. In the book "Sapiens", the Israeli historian Harari

each other's details, merchants compete in price, and

even pointed out that organic life will be gradually replaced

even neighbors compete for first-hand information on the

by inorganic life. The artificial intelligence (AI) has repeatedly

vegetable price. In last September, the famous "Wall Street

created numerous miracles. AlphaGo has knocked out all

Journal" decided to stop issuing the Asian and European

international chess players immediately after its debut.

Edition of printed newspaper, but some people acted in a

Even real-time strategy games such as "StarCraft" can use

diametrically opposite way. During the period when paper

algorithms to predict every human action, leading the

medium was called the sunset industry, they launched

public to endlessly pursue an illusory and unrealistic goal in

the first free newspaper. Created after World War II, the

order to catch up with the trend.

different information platforms try to digitize their contents,

interconnection between people is the origin of e-sports.

example, both virtual reality (VR) and augmented reality (AR)

pushed to the limit, game enthusiasts believe that only the

game companies are trying to apply data to reality. For

Knowing that gamers' challenge to the program has been

developed in recent years adopt this strategy. Some game

competition between people can arouse the most primitive

company even won a Sports Emmy for Outstanding Live

enthusiasm.

Graphic Design through the opening ceremony of its game.

Everyone is too accustomed to face new things. The

We always think that games make everyone indulge in the

speed of progress forces people to keep up with the pace

are used to analyze different types of symptoms. Especially

attached to the good old days. Every progress represents

virtual world. This is why more and more academic terms

when accepting new things. This is why we are no longer

the cognitive barrier between reality and virtuality is

the elimination of old days. We are showing less and

one of the most important topics. In

less interest in nostalgia. Because you

the final analysis, however,

are always abandoning various

everything needs to be

things and adapting to

people-centered.

the present, you

The

gradually

photography agency "Magnum" announced in April the

Trends always dominate the thinking of most people in

release of "Magnum Chronicles", allowing the public to see

society, just as the tide of e-sports that has swept the world.

more realistic photos. In its opinion, the society was getting

In different interviews, I often say that I see the potential of

used to quickly absorption of online pictures but ignored

the industry, but in fact, I was led by this trend to develop

the delicacy of printed publications. It would lead everyone

the cause. Is "tradition" really so unbearable in today's

to see the more realistic side behind the news.

society? Students now refuse to take history subjects mainly

You may wonder the relationship between e-sports and

because history represents lengthiness and rigidness. It seems to be against the trend in today's society where

the strategy adopted by this newspaper. E-sports, as its

road, but in essence while the society is being digitalized,

however, when large-scale events are held, game companies

name implies, is a competition that centers on electronic;

everyone seeks to get rid of shackles and find their own

often invest more resources for offline promotion than

the most "traditional" form is used to realize the most

online promotion. This case is familiar to many of you. When

"emergent" ideas. It is often said that everything must be 18

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MOUTAI Magazine

become disgusted with history. This emotional change will

confirmed that the human brain wave will be reflected in

and technology. So far no scholars can prove whether

famous example is that when a person is in deep hypnosis,

continue to accelerate with the advancement of science

the body when it enters a deep state of mind. The most

social change is good or bad for humans, but what is certain

regardless of the temperature of his body, as long as his

is that we are controlled by a single mode of life. We are

brain receives a message of low temperature or high

immediately trapped by this mode of life for a decade

temperature, his body will naturally get the symptoms of

and no one can resist it since the advent of smart phone.

frostbite or burns. Many people love to drink. Whether you

Nowadays, real life has no impact on modern people at

drink because you want to taste the scent of wheat or the

all, and we can only find satisfaction in the virtual world.

fragrance of grapes, or more simply want to absorb alcohol

If it were 10 years ago, you might feel exciting easily when

to numb the nerves, all of these can be done in the future

driving a car with maximum speed. Now, even a sci-

through implied digital technology. At the end of last year,

fi movie full of stunts is unlikely to excite the audience.

Nimesha Ranasinghe (a researcher at the National University

Human's needs for sensory stimulation are more and more

of Singapore) and his team launched the "Virtual Cocktails".

demanding. The scene alone can no longer satisfy us, so

As long as the user connected a mobile phone program to

we have to go all out for some connections with the virtual

the cup, any liquid that was poured into the cup would have

world. This is partly the reason why e-sports are so popular.

the flavor of cocktail. When human's most basic needs such

One day when you no longer need to eat but rely only

as eating can also be achieved digitally, does human really

on brain wave stimulation to meet all your needs, what will

need to mind the difference between reality and virtuality?

the human survival pattern become? Scientists have long

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在紙媒被稱作夕陽行業的時期推出首份免費報章，在二戰後就創建的攝影社《Magnum》於四月時宣佈，發行《Magnum

Chronicles》讓公眾能看到更真實的相片，並指社會逐漸習慣快速吸收網絡圖片，而忽略了印刷刊物的精緻，並且讓大家看到新聞背後更真實的一面。

你可能會問電子競技與這份報章採取的策略到底有什麼關

係？電子競技顧名思義是以電子為核心發展開去的競技，但目前當舉辦大型賽事的時候，遊戲商投入線下宣傳的資源有時候更甚於放在網路當中，這個情況讓大家感到熟悉吧？當不同資訊平台嘗試把內容數碼化，遊戲商卻想辦法把數據套用在現實

當中，比如近年大家都在研發的虛擬實境 (VR) 與擴增實境 (AR) 都是這一個方向，更有遊戲商憑比賽的開幕式拿下體育艾美獎

最佳設計的獎項，我們總以為遊戲讓大家沉淪在虛擬世界當中，這也是為什麼越來越多學術用語剖析不同類型的症狀，特別是現實與虛擬的認知障礙是其中一個最重要的課題，但歸根究底任何事情都需要以人為本，人與人之間的互相連結才是電子競技的起源，正正因為遊戲愛好者明白以往玩家對程式的挑戰已經推至極限，人與人互相的競爭才可激發最原始的因子。

大家太習慣於面對不同的新事物，這個進步的速度逼使人

們接受新事物的程度也必須跟上節奏，這也是為什麼我們不再依戀於舊日的美好，每一次進步都代表淘汰舊日的缺失，我們對於情懷越發不買帳，因為你每天都在捨棄不同的自我適應當下，所以漸漸變得對歷史厭惡，這股情緒變換將隨著科技的進步不斷加快，到現階段也沒有任何學者能夠證明社會變遷對人類來說是好是壞，但可以肯定的是我們被某種單一的生活模式所控，而這種生活模式由智能電話面世的十年間瞬速把大家困在裡面而無法抗逆，現實生活對於現代人來說已經沒有任何衝擊力，我們只能在虛擬世界當中找到滿足感，換成是十年前的你可能開個車稍微踩盡油門已讓你血脈賁張，現在卻變成充滿特技的科幻電影令觀眾感官疲勞，人類對於刺激的感官需求越來越大，甚至單單畫面上已經不能再滿足我們，只能想盡辦法讓自己能與虛擬世界產生不同程度的連結，某程度上電子競技之所以如此火紅也有很大因素。身處於二十一世紀的人類，每天都面對日新月異的科技，

業，「傳統」在現今社會真的如此不堪？正在修業的學生都把

你所需要的一切時，到底人類的生存模式會變成怎麼樣？科學

控的世界，另一邊廂區塊鏈的技術與及去中心化的思想出現，

今每個人都追求跳出框框，找到屬於自己道路的社會而言無疑

將受到的暗示反映到身體上，最著名的例子當然是人類在進行

這邊廂史蒂芬 · 史匹柏才以電影談論往後幾十年以虛擬實境掌正逐漸改變人類的基因與生活方式，大家的眼睛正不斷演化變

得更為適應螢幕，以色列歷史學家 Harari 在《Sapiens》一書當中，更指有機生命會逐步被無機生命所取代，人工智慧屢屢創下無數奇蹟，AlphaGo 甫出道就擊倒所有國際棋手，連《星

歷史科目拒諸門外，原因都離不開歷史代表冗長、死板，與現

家總愛喝酒吧？無論你喝酒的原因是希望品嚐到小麥的香味或

全球媒體都正把資源集中在網上平台當中，掌握第一手

地方在每一秒針都發生不同規模的資訊戰，國家之間互相探查

潛力，但實質上我是被這股大勢所主導從而去發展這方面的事

低溫或高溫的訊息，自然會令身體產生凍傷或燒傷的情況。大

以古鑑今，電子競技目前的發展亦以這樣的方式增長。

縹緲且無實感的目標。

潮流總是主宰社會大部份人的想法，正如電子競技的風潮

深度催眠的時候，無論人體的溫度如何，只要你讓大腦接受到

統」的形式實現最「新興」的想法，常言道做任何事情都必須最新資訊的人自然能成為贏家，我相信這句話對於不同行業來

席捲全球，在不同的訪問當中，我常常說自己看到這個行業的

家在很早以前就已經證實人體腦波在進入深層精神狀態下，會

是唱反調，但實質上這個社會在趨向數碼化的同時，是以最「傳

海爭霸》這種即時戰略遊戲都能透過演算法去預測人類的每一個行動，令社會大眾都為了趕上潮流而無止境去追逐一個虛無

當有一天你不再需要進食，僅靠刺激大腦的電波就能滿足

者葡萄釀製後的芬芳，或者更單純地想要吸收酒精麻醉神經，這些一切在未來世界都能通過暗示性的數碼化技術做到。去年

說都不能否認，地球逐漸化為了一本巨大的數碼圖書，每一處

底新加坡國立大學的研究員 Nimesha Ranasinghe 與他的團隊

就發表了「虛擬雞尾酒」(Virtual cocktails)，只要用家利用手

對方的底細，商家之間價格的競技，連隔壁的婆婆都在為蔬菜

機程式連接杯子，再倒入任何液體都將會變成雞尾酒的口味，

的價格爭取第一手資訊，著名的《華爾街日報》在去年九月就

當連人類最基本的進食需求也能數碼化達成，那麼人類真的需

決定停止發行亞洲及歐洲版的實體報章，但有人反其道而行

要介懷現實與虛擬之間的分別嗎？ 23

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The Cultural Meaning of Moutai's Trip to Australia 茅台走進澳洲背後的文化解讀 Translation/ 譯 Billy

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n the evening of May 30, 2018, Sydney shined with various lights, and the Sydney Opera House was radiant at night upon the light festival. Looking

across the sea, the magnificent and timeless Sydney Harbor Bridge was demonstrating the beauty of heaven and earth, like a rainbow.

On the other side, at the Victorian style Sydney Town Hall,

a grand cultural event --the "Promotion for Moutai's 2018

Cultural Trip to Australia" was officially launched in Sydney. This was another great overseas event of Moutai Group in

Oceania after the large-scale promotion activities in Russia, Italy, the United States, Germany, and South Africa.

As a representative of Chinese liquor culture, Moutai

actively promotes traditional Chinese culture and is striding towards the center of the world's liquor industry along with

the multi-polarization of the world's liquor industry and the acceleration of globalization.

International Debut of "Cultural Moutai" in This Year "Nothing, not even mountains and oceans, can separate

people with shared goals and vision." Although Moutai and

Australia are separated by the Pacific Ocean, yet the distance of thousands of miles between them cannot stop them from meeting each other. This is not accidental, but inevitable.

As of 2018, the diplomatic relations between China and

Australia has been established for 46 years and China's exchanges with Australia have lasted for more than 1.5

centuries. As a fragrant world-famous name card of China, Moutai has long been well known in Australia.

As a good friend of Chinese people, former Australian

Prime Minister Robert Hawke had visited China for more

than 100 times. The most unforgettable one was his visit to

Moutai Distillery in January 1999 with his wife. In the Moutai production workshop, Hawke said happily, "In 1984 and

1986, I visited China twice. Chinese leaders used Moutai to entertain me. Although I had given up drinking, yet, today, in the famous Moutai Distillery, I'll make an exception." He

took a full cup of Moutai, savored it carefully, and then drank off. "This is the best liquor in the world."

At this event, Hawke also sent a letter of congratulations

and hoped that Australia would have long and profound connection with Moutai.

On that night, Sydney Town Hall was fully packed with

distinguished guests. Victor Dominello (NSW Minister for

Finance, Services and Property) commented on Moutai in 26

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In March 2003, Moutai formally entered the Australian

his speech, "Doubtlessly, Moutai is the king of liquor". This high praise reflected Moutai's status in the world's liquor

market; in 2013, Moutai's first Sydney franchised store was

Similarly, NSW (New South Wales) Governor Gladys

China's national liquor from the ancient East is becoming

open; now Moutai's first Australian cultural trip is started and

circle and the eyes of international friends.

more and more charming on this magical land surrounded

Berejiklian returned to the NSW Parliament building

by the Pacific Ocean.

from far away to award the "China-Australia Friendship

Meritorious Enterprise" honor to Moutai. This also indicates

"Cultural Moutai" Actively Interacts with the World

that Kweichow Moutai, the national liquor and a fragrant

world-famous name card of China, has been welcomed and recognized by more and more Australian consumers.

Since 100 years ago, Moutai has been active on the world

In addition, Moutai held a ceremony for establishing a

Moutai Scholarship at the University of New South Wales.

stage. For more than 100 years, as one of the world's top

studying for the MBA program of the University, promote

has never faded. Although this trip to Australia is the

three distilled liquors, Moutai's halo of internationalization

It donated 450,000 USD to subsidize Chinese students

international debut of Moutai in 2018, yet over the past three

exchanges between China and Australia, and provide

years, Moutai has frequently appeared on the international

substantive assistance for the training of more business

stage, held a series of large-scale marketing activities

leaders in Australia and China.

worldwide, and developed itself into an international brand

Since then, Moutai, an enterprise from China, has been

through "Smart Marketing", greatly improving its influence

written into the history of the University of New South

in the global market.

Wales. It has ignited a bright light for the growth of business

Following a series of grand and influential overseas

leaders at the University and left a unique cultural imprint

celebrations in Hong Kong, Moscow, Milan, and San

on this beautiful continent.

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Francisco in 2015, during the early winter of 2016, on

with the University of New South Wales and set up a Moutai

respectively held the celebration for the 1st anniversary of

University of New South Wales and Moutai College.

scholarship to strengthen cultural exchanges between the

November 12 and December 6 (local time), Moutai

Moutai has always focused on gaining recognition and

San Francisco "Moutai Day" in the United States and the

popularity in different contexts and cultural backgrounds.

"Belt and Road Tour" branding activity in Germany, once

At the same time, it has joined hands with major overseas

again causing a strong "Moutai Craze".

social platforms such as Facebook and Twitter to focus

In 2017, Moutai held the activity of "Belt and Road

on enhancing and maintaining Moutai's status as an

Branding Initiatives in South Africa" in Cape Town, brought

international brand through "Smart Marketing", and interact

its brand story and Chinese culture to Africa, and attracted

closely with the world.

wide attention. The event was evaluated by domestic and

"Pursue harmony between man and nature; gain

foreign media as a wonderful action for Chinese national brands to integrate into global economy.

achievements with great virtue" is the core values â&#x20AC;&#x2039;â&#x20AC;&#x2039;of Moutai.

promotion activity of Moutai's cultural trip to Australia. The

cooperation, conveying goodwill, and taking responsibility

Long-term and in-depth participation, sharing and win-win

This year, Moutai entered Oceania and launched the

are the concept and viewpoint Moutai has always insisted

activity integrated Chinese, Western, and various elements,

on when it strides towards the international market.

once again becoming a hot topic of the industry and serving

In the past two years, Moutai has become more and

as a more solid step towards deep internationalization.

According to latest statistics, Moutai's marketing network

more open. It has put more emphasis on spreading Chinese

and Road" countries) in five continents as well as major

home and abroad, telling brand stories, enhancing brand

voices, making good use of mainstream media channels at

has covered 66 countries and regions (26 of which are "Belt

image, expanding brand influence, forming a stronger

duty-free markets all over the world.

Chinese brand effect, and becoming a phenomenal leader

In the overseas development, Moutai has taken the

of "national brand".

initiative to shoulder corporate social responsibility as its

In overseas markets, Moutai actively responded to "the

emotional driving force, and has rapidly participated in

the social welfare undertakings of the country where the

Belt and Road" Initiative, started with cultural integration,

executives decided to subsidize "Hope Primary School"

exchanges and brand promotion, demonstrated the style

launched a series of overseas activities for cultural

market is located. As early as the 2017 trip in Africa, Moutai

of Chinese culture and Chinese brands to the world, and

in Tanzania and contribute to local basic education. This

greatly enhanced the international influence of Moutai.

year, Moutai conducted a long-term strategic cooperation 30

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2018 年 5 月 30 日傍晚時分，悉尼的街頭光影流動，正值

"Only by building a well-respected Chinese brand can we

take more initiative in the map of economic globalization,

悉尼燈光音樂節的悉尼歌劇院，也在夜幕中斑斕閃爍、熠熠生

recognition." Moutai Group Chairman Li Baofang stressed.

俊秀，氣勢磅礴，無謂時間和距離，展現天與地之美。

輝。隔海相望，悉尼海港大橋猶如一道橫貫海灣的長虹，巍峨

gain more rights to speak, and enhance national

另一邊，在充滿濃郁維多利亞風情的悉尼市政廳，帷幕徐

Moutai's time-honored Jiang fragrance is forming the

soul of national culture. Like a flowing "thought liquid",

徐拉開，一場文化的盛事隆重開啟——「2018 文化茅台走進

wonderful legend, unique technique, excellent quality,

羅斯、義大利、美國、德國、南非等國大型推介活動之後，在

澳洲大型品牌推介活動」在悉尼正式啟動。這是茅台集團繼俄

Moutai liquor has harmoniously integrated its long history,

大洋洲舉行的又一大海外盛事。

and concept of "big brand shoulders more responsibility".

茅台，這一中國酒文化聖地，高舉弘揚中國傳統文化的旗

Through large-scale cross-cultural exchanges and banquets,

幟，隨著世界酒業的多極化和全球化步伐的加快，正闊步走向

Moutai exported the cultural influence of a great country.

世界酒業舞台的中央。

In this way, the in-depth interaction of "cultural Moutai"

with the world can make Moutai's internationalization more

「文化茅台」本年度的首場國際亮相

profound and meaningful.

Value and Mission of "Cultural Moutai"

「志合者，不以山海為遠。」雖然茅台與澳洲隔著一個太

平洋，需要橫跨 7000 公里才能來到澳洲，但路途的遙遠阻斷

2018 marks the 46th anniversary for the establishment of

不了兩個地方的相遇相知，這並非偶然，而是歷史的必然。

Sino-Australian diplomatic relations, the 15th anniversary

2018 年，中澳建交已經進入第 46 個年頭。但中國與澳洲

of Moutai's entry into Oceania, and the 40th anniversary of

的往來，已超過一個半世紀。作為一張飄香世界的中國名片，

China's reform and opening up as well as Moutai's "Year of

茅台在很早就被澳洲這片熱土熟知。

Culture and Service Improvement".

作為中國人民的好朋友，澳大利亞前總理羅伯特 · 霍克

Since 1915 when it won a gold award at the Panama

曾訪華 100 餘次，其中最令他難忘的，便是 1999 年元月和夫

years of internationalization process. The history of Moutai

地說：「1984 年和 1986 年，我曾兩次來華訪問，中國領導

Pacific International Exposition, Moutai has had nearly 100

人奔波萬里來到茅台酒廠參觀。在茅台酒生產車間，霍克高興

in so many years is like various cross-sections, presenting

人都用茅台酒招待我，今天，在著名的茅台酒廠，我為茅台酒

themselves but connecting with each other.

開戒了。」他接過滿滿一杯茅台老酒，仔細品評，然後一飲

Looking at the past, you can truly see that what behind

而盡：「這才是世界上最好的美酒。」

Moutai's long journey and its entry into the international

此次活動上，霍克也委託人送來賀信，他希望澳洲與茅台

market is the profound cultural accumulation.

cup of Moutai is made through 30 processes, 165 processing

"Nine Methods of Marketing", "cultural marketing" is also

的緣分源遠流長。

Moutai" can be said to be the result of the fermentation,

excellent quality. Even if at the status of "leader", Moutai still

Baofang. In the past two years, Moutai's "cultural marketing"

政、服務和房產部長 Victor Dominello 在致辭時這樣評價茅台

demonstrating its power and becoming Moutai's new trend.

面印證了茅台在天下酒圈與國際友人眼中的地位。

Time flies and the years change. Today's "cultural

procedures, and five years. The third is the pursuit of

sublimation, and accumulation from generations of Moutai

emphasizes the persistent pursuit of excellent quality.

people's material practices and spiritual practices. It is

Similarly, the contemporary mission of "cultural

also a combination of cultural factors such as Moutai's

Moutai" can also be summarized from four aspects:

environment, and devotion for home and country.

demonstrating the unique charm of "made in China" on the

long history, unique making technique, natural brewing

Firstly, as a "name card" of "made in China", Moutai is

"Cultural Moutai" is Kweichow Moutai's journey of

international stage. Secondly, as an important symbol of

adopting the spiritual connotation of world peace, artisan

traditional Chinese culture, Moutai is spreading the value

tradition as well as pursuit of excellence, and representing

of Chinese culture to the world. Thirdly, as an outstanding

Chinese to go abroad, spread Chinese culture, and enrich human civilization.

It has three main core values: The first is the messenger of

同樣，在新州議會大廈，專程從接近 90 公里外的臥龍崗

the "Cultural Year", cultural Moutai will usher in a golden era

趕回的新南威爾士州州長格萊德斯 · 柏瑞吉克蓮親自將「中澳

market and demand. Among these achievements, "Moutai's

這個中國的國酒和飄香世界的文化名片，已受到越來越多澳洲

of "fruitful results" in the context of constantly promising

友誼功勳企業」的榮譽授予茅台，這也從側面驗證了貴州茅台

Cultural Trip to Australia" would be a perfect debut in 2018.

消費者的歡迎和認可。

China once carried all the passion and imagination of the

此外，茅台在澳洲本地著名學府新南威爾士大學隆重舉行

China through its unprecedented charm. Its slogan of

流與互通以及培養更多的商業領袖提供實質性的幫助。

reaching significance. Serving as the pioneer in Moutai's 32

In particular, after 2018 was identified by Moutai Group as

an ambassador for the great rejuvenation of the Chinese In the long run, the "cultural Moutai" strategy has far-

an enterprise, Moutai is a representative of artisan spirit. A

酒：「無疑，茅台是酒中之王」，這一高度讚賞的評價，從正

新南威爾士茅台獎學金設立儀式，出資 45 萬美元，用以獎勵

world.

hatreds. The second is the representative of artisan spirit. As

has truly demonstrated its vitality, and is gradually

world for the East. Today, Moutai has made full preparations,

nation, Moutai is leaving Chinese imprints throughout the

that is, people meet each other and drink together to forget

當晚的悉尼市政廳星光熠熠，嘉賓滿堂。新南威爾士州財

representative of national brands, Moutai has become a window for the world to understand China. Fourthly, as

peace. As a product, Moutai itself has the meaning of peace,

vigorously advocated and implemented by Chairman Li

uses culture as a key, and is reconnecting the world with

該校修讀工商管理碩士課程的中國籍學子，為促進中澳兩國交

"letting Moutai's flavor spread all over the world, and letting

自此，茅台這個遙遠中國的企業，由此寫入了新南威爾士

the world fall in love with Moutai" will also be more firm and

大學的校史，為該校莘莘學子的商業領袖成長之路點燃了一盞

loud in the process of Moutai's internationalization.

明燈，也令茅台在這片美麗的大陸上留下了專屬的文化烙印。從 2003 年 3 月正式進入澳大利亞市場，到 2013 年最後

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一個週末首個茅台專賣店在悉尼薩塞克斯街落成試營，再到茅台首次澳洲品牌文化推介會揭開帷幕，來自古老東方的中國國酒，在太平洋環抱的這片神奇陸地上愈發迷人。

「文化茅台」與世界深度互動

從百年前開始，茅台酒的身影就一直活躍在世界舞台上。

一百餘年來，作為世界三大蒸餾名酒之一，茅台的國際化光環一直都沒有消退過。此次走進澳洲活動，是茅台本年度的首場國際亮相，但三年來，茅台已頻頻現身國際舞台，在全球範圍內舉行系列大型營銷活動，以「智慧營銷」打造國際化品牌，在全球市場的影響力獲得了很大提升。

繼 2015 年從香港到莫斯科、米蘭，再到三藩市舉行一連

串規模盛大、影響廣泛的海外慶典活動後，2016 年初冬，在當地時間 11 月 12 日和 12 月 6 日，國酒茅台在美國和德國舉

行的三藩市「貴州茅台日」一周年慶典和「與德國乾杯——中國茅台『一帶一路』行」品牌推廣活動，讓歐美再次刮起「中國茅台旋風」。

帶一路」沿線國家和地區，以及全球重要免稅市場。

2017 年，在開普敦舉辦「文化茅台走向『一帶一路』南

茅台的海外發展，以積極主動承擔企業社會責任為情感動

非文化推介活動」，將茅台品牌故事與中國文化帶到非洲，引起了廣泛關注，被海內外媒體評價為中國民族品牌主動融入全

力，迅速參與市場所在地國家的社會公益建設。早在 2017 年

今年，茅台又走進大洋洲，開展文化茅台走進澳洲大型品

為當地基礎教育添磚加瓦。而今年，茅台與新南威爾士大學開

的非洲之行，茅台高層即決定在坦桑尼亞資助「希望小學」，

球經濟的精彩表現。

展長期戰略合作，設立茅台獎學金，加強新南威爾士大學與茅

牌推介活動，融貫中西，包羅萬象，再度成為行業熱點，為深

台學院的文化交流。

層次國際化走出了更堅實的一步。最新資料統計，貴州茅台的

茅台始終注重在不同語境、不同文化背景下獲得認同與傳

營銷網路已經遍佈五大洲 66 個國家和地區，其中有 26 個「一 34

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播。同時，牽手海外各大主流社交平台如 Facebook、Twitter

百年醬香鑄造民族文化之魂，猶如流淌的「思想液

等，著力以「智慧營銷」的方式來打造並維護茅台這一國際化

體」，茅台酒把悠久的歷史、美妙的傳說、獨特的工藝、卓越

「天貴人和，厚德致遠」是茅台的核心價值觀，長期、深

型跨文化交流盛宴的方式，輸出大國文化影響力，而這樣以

品牌，與世界進行深度互動。

入參與，以分享、共贏，傳遞友善、負責任的正向價值，是茅台在走向國際市場時，一直堅持的理念與觀點。

又一代茅台人物質實踐、精神實踐發酵、昇華、積澱的結果，

「文化茅台」與世界深度互動的方式，能讓茅台的國際化之路

國情懷等文化因數糅合而成的「綜合體」。

「文化茅台」的價值與使命

善用國內外主流媒體管道，講好品牌故事，提升品牌形象，擴大品牌影響，形成更加強大的中國品牌效應，成為了「國家品牌」的引領和現象級存在。

融合入手，開展了一系列海外文化交流和品牌推廣活動，向全

將目光投向縱深的過去，可以真切地觸摸到，茅台走過

個個橫斷面，獨自呈現而又經絡互聯。

的漫長歷程與進軍國際市場的背後，是積澱至深的雄厚文化張

同。」茅台集團董事長李保芳強調。

的使者，在全世界烙上中國印記。

長遠來看，「文化茅台」的戰略有著深遠的意義。從較早

進入茅台「九個營銷」工程的「文化營銷」，到李保芳董事長

其核心價值主要有三點：第一，和平的使者。作為產品，

了活力，也正逐步顯示出威力，正在成為茅台的新風尚。尤其

世界，傳播中華文化，豐富人類文明。

台酒必須經過 30 道工序、165 個工藝環節、歷時 5 年才能最

全球化的版圖中佔據更多主動，不斷贏得話語權，提升國家認

際影響力。「我們只有打造受人尊敬的中國品牌，才能在經濟

表，成為世界瞭解中國的視窗；第四，作為中華民族偉大復興

「文化茅台」是中國貴州茅台酒以其世界和平、工匠傳

自 1915 年在巴拿馬萬國博覽會上勇奪金獎以來，茅台酒

已經有了近百年的國際化之路。茅台走過多年的歷史，猶如一

向全世界傳播中國文化的價值；第三，作為民族品牌的傑出代

統、追求卓越的精神內涵，像千年前的瓷器一樣代表中國走向茅台本身就具備和平的涵義，相逢一杯酒，對飲泯恩仇。第二，

球展示了中華文化及中國品牌的風範，極大地提升了茅台的國

國製造」的獨特魅力；第二，作為中國傳統文化的重要符號，

也是茅台悠久的歷史、獨特的釀造工藝、天賜的釀造環境、家

2018 年是中澳建交 46 周年，是茅台進入大洋洲 15 周年，

是中國改革開放 40 周年，也是茅台「文化暨服務提升年」。

在海外市場，茅台積極回應「一帶一路」戰略，從文化

第一，作為「中國製造」的「名片」，在國際舞台上展現「中

時光荏苒，歲月變遷。如今的「文化茅台」可以說是一代

的品質與大品牌大擔當的責任理念等和諧地融為一體，通過大走得更為底蘊深厚，更為意義深遠。

近兩年，茅台變得越來越開放，更加注重傳播中國聲音，

力。

的大力宣導和推行，最近兩年來，茅台「文化營銷」真正顯現是 2018 年被茅台集團確定為「文化年」後，文化茅台將在市

工匠精神的代表。作為企業，茅台是工匠精神的代表，一杯茅

場和需求持續走熱的大前提下，迎來「成果倍出」的黃金時代，「文化茅台走進澳洲」即是茅台 2018 年的完美首秀。

終釀成。第三，追求卓越的品質。處在絕對的「一哥」地位依

曾經的「China」，承載了世界對於東方的所有激情和想

然強調「五自精神」——自出難題，自找麻煩，自討苦吃，自

像。今天，茅台厚積薄發以文化開路，以前所未有的魅力，重

我加壓，自強不息。

新連接世界與中國，「讓世界愛上茅台，讓茅台走向世界」——

同樣，「文化茅台」的當代使命也可以從四個方面來概括：

這一口號也將在茅台的全球化進程中愈發堅定、響亮。 37

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An Important Window of Moutai’s Overseas Marketing 茅台海外行銷的重要窗口 38

Shenzhen Luo Hu Duty Free Shop 深圳羅湖口岸免稅店 39

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n Shenzhen, as long as you are at the border,

the Luohu Port store. When visitors pass through the Luohu

STATE-OWNED DUTYFREE COMMODITY(GROUP)

Moutai's store. In addition to the opening of the Moutai

Port to Hong Kong, their eyes will definitely be caught by

airport or port, you can see the shop of SHENZHEN

sales window, the store also vividly displays the history

CO.LTD.(referred as “the Company”) .

and current situation of Moutai in a multimedia way. The

The Luo Hu Duty Free Shop under the Shenzhen Group

opening of this new store, increased the sales of Moutai by 4

is the first duty-free shop in China. It opened in January

times.

1980 and has special significance in the course of China's

According to the feedback from the Company, the

commerce and trade development. It has become the

world's first duty-free shop for the cooperation of Moutai in

resources of the duty-free shops are very valuable, but

between the two sides has been more than 20 years.

improvement of the influence of Chinese brands is the main

it is worthwhile to contribute to the Moutai brand. The

foreign tourism and retail land channels. The cooperation

driving force for consumption. The international influence

For more than 20 years, Moutai has witnessed that

of Moutai Group and the well-promoted brand image have

Luohu Port has gradually become the world's largest land

also stimulated consumers to choose Moutai. Guangdong is

port for passenger traffic. It has about 230,000 persons

the main market for high-degree alcohol in China, and the

entry and exit every day, and about 78 million persons per

people here have strong purchasing power, which is very

year. Therefore, it highly increased Moutai’s exposure in

beneficial to the sales of Moutai.

Luohu Port. Luo Hu Duty Free Shop has also become one

In the current market situation of spirits in the world

of the important windows for the development of Moutai Internationalization.

with the continuously changing tastes of consumers, the

for a brand to have a exclusive store with bright spots, but

in recent years. The unique brewing method and culture

Company has found that Moutai has more and more fans

Luohu Port, where has high rental cost, it is very difficult

of Moutai allows the liquor to have benefit for the health

Moutai has done it. This year, Moutai created a new style at 40

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and this is precisely what consumers in today's society

are pursuing. The expansion of brand influence is also an

important reason to promote changes in consumer spending habits. On the other hand, the pursuit of high-quality life is

still the main topic of consumers. The promotion and quality of Moutai's brand has also accelerated the transformation

of consumers' concept, from “foreign goods is the best” to “supporting domestic products”.

Since the opening of the Moutai store in Luo Hu Duty

Free Shop, consumers have become more aware of Moutai's overseas sales pipeline. They are more likely to understand Moutai’s culture and history. In recent years, Moutai has been committed to the way of internationalization. In

addition to the promotion events in Asia, it has continued

to carry out brand marketing activities in Europe, America and Oceania. With the improvement of the exposure, the number of foreign consumers of Moutai has significantly increased. Among them, Moutai has played an effective

guiding role in the exclusive stores of Luohu Port. Driven by the success of Moutai's overseas promotion, foreign

consumers can get more experience and understanding in

the exclusive stores. This is an important window for Moutai’ s internationalization. 42

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深圳市國有免稅商品（集團）有限公司簡介：

口岸免稅店，也成為了茅台國際化發展的重要視窗之一。

適量飲用茅台酒能起到有益身體健康的功效，這恰恰是當今社

資本 16 億元人民幣，集團總資產 36.5 億元人民幣。深圳免稅集團前身深圳免稅店是國內第一家免稅商店，於 1980 年

店，十分不易，而茅台做到了。今年，茅台在羅湖口岸專賣店

慣改變的重要原因；消費者對高品質生活的追求其實一直未變，

營體系以及高效的管理運營團隊。

台獨具一格的專賣店。店面除了鋪開茅台銷售櫥窗以外，也以

深圳市國有免稅商品（集團）有限公司（簡稱深圳免稅集團）是經國家批准，專營免稅商品的國有獨資企業，註冊

1 月在深圳羅湖橋頭創辦，經過多年運營積累和市場培育，擁有良好的品牌形象、穩定多樣的供貨管道、科學標準的運目前，深圳免稅集團已在深圳市的羅湖口岸、皇崗口岸、文錦渡口岸、沙頭角口岸、福田口岸、深圳灣口岸、深

圳福永碼頭、深圳機場國際航站樓、蛇口郵輪中心等地方設有近 40 個出境、進境免稅商店；在新疆霍爾果斯市邊境口岸、

陝西西安國際機場開設免稅店。

會消費者所追求的；品牌影響力的擴大也是促進消費者消費習

在寸土寸金的羅湖口岸，品牌想擁有一個具有亮點的專賣

茅台獨具一格的品牌的宣傳和品質不斷地提升也促進了消費者

締造了新形象，遊客從羅湖口岸過關前往香港時，可注意到茅

觀念的轉變，從「外國貨才好」轉變為「支持國貨」。

自從羅湖免稅店的茅台專賣店開張之後，消費者對於茅台

多媒體方式將茅台的歷史、近況生動展現。自新店鋪開業以來，

的境外銷售管道對有了越來越多的認知。對於茅台品牌的感

茅台酒的銷售增幅達 4 倍之多。

深圳免稅集團反饋，關口免稅店的資源非常寶貴，但為茅

受，也讓他們更樂意瞭解茅台。近年來，茅台大力致力於國際

費的主要動力；茅台集團的國際影響力和在國人心目中的地位

美洲、大洋洲持續不斷地進行著品牌的對外行銷活動。隨著在

化的推廣，除了以亞洲作為宣傳和推廣的陣地以外，更在歐洲、

台品牌做出貢獻，非常值得。中國品牌影響力的提升是帶動消

在深圳，只要您身處邊境、機場或港口口岸，都能看見深

有著特殊的意義 , 同時也是國酒茅台在對外旅遊、零售陸路管

圳市國有免稅商品（集團）有限公司（簡稱「深圳免稅集團」）

道合作的全球第一家免稅店，雙方合作至今已逾 20 年。

麾下的免稅商品零售門店。

20 多年來，茅台見證了羅湖口岸逐漸成為了全球客流量

深圳免稅集團旗下的羅湖口岸免稅店是中國第一家免稅

最大的陸路口岸，它的出入境日均約 23 萬人次，每年約 7800

店，開業於 1980 年 1 月，不僅在中國商貿對外發展的歷程中

萬人次，因羅湖免稅店發現茅台的國內外遊客不佔少數。羅湖 44

海外的曝光的效果提升、頻次提升，國外選購茅台的消費者人

日益提升也促使消費者選擇茅台；廣東是我國烈酒消費主要市

數顯著提升，其中，茅台在羅湖口岸的專賣店起到了有效的引

場，這裡的人民具有極強的購買力，非常有利於茅台的銷售。

導作用。在茅台海外宣傳取得成功的帶動之下，境外消費者在

在全球烈酒品類繁多的市場現狀下，雖然消費者的口味也

專賣店能得到更多的切身體驗和瞭解，這是茅台品牌國際之路

許隨時在轉變，就深圳免稅集團對於消費者的變化發現，但茅

的重要視窗。

台近年來粉絲越來越多。茅台酒獨特的釀造方法和文化，使得 45

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MOUTAI Magazine

onia Cheng (Cheng Chi-man) was born in one

a carefree life, but she chose to work diligently and took

grandfather Cheng Yu-tung was very famous for

the hotel sector of the family business was rare among

over the hotel sector of the family business. Starting from

of the four big families of Hong Kong. Her

enterprise successors.

his daring and aggressiveness. He had developed Chow Tai

The Rosewood Hotel was founded in the 1980s by

Fook small gold shop into a listed empire and was reputed

Caroline Rose Hunt (a rich daughter of early U.S. oil tycoon

as the "Jewelry King". Besides jewelry, he also entered the

H. L. Hunt) and purchased by Sonia Cheng. At present, the

real estate industry and created the "New World kingdom".

Rosewood Hotel has become one of the fastest growing

Born with a silver spoon in her mouth, Sonia Cheng

luxury hotels in the world. The Rosewood Hotel on the

had little fragility or arrogance of a rich daughter. After

spectacular Place de la Concorde of Paris received wide

graduating from Harvard University, she worked in Morgan TEXT/ ć&#x2013;&#x2021; Liao 46

attention when being reopened, and the Rosewood Hotel in

Stanley's investment bank for several years and then

New York was nestled in the heart of Manhattan.

returned to the family business. She could have enjoyed 47

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MOUTAI Magazine

dominant, but with its unique temperament, it still attracted

Penh, and Hoi An will see the presence of Rosewood Hotel.

Taylor Swift and Karlie Kloss to stay.

This year, Hong Kong will usher in its first Rosewood Hotel

When dealing with different people or meetings, Sonia

on the Salisbury Road of Tsim Sha Tsui.

Cheng always required herself to absorb new knowledge. Every time she developed a new hotel, she learned much about the city's culture, history, and spirit as well as the

鄭志雯出生於香港四大家族，她的爺爺鄭裕彤，在香港有

local people's life. The brand aim of Rosewood Hotel was

一個稱號叫「沙膽彤」，體現他的膽大和進取，他一手將周大

relationship between people and the city. This was also an

除了經營珠寶，一舉進入地產界，打造了新世界王國。

not just to provide excellent service, but to establish a close

福一間小金鋪打造成上市帝國，也擁有了「珠寶大王」的美譽。

artistic conception. Just before the interview, she chatted

鄭志雯含著金鑰匙長大，但卻絲毫沒有千金的嬌氣或傲

with a management trainee who graduated from EHL (Ecole

氣。在哈佛大學畢業後，她投身摩根斯坦利投行數年，再回歸

young people's ideas, the company will never move

家族生意中的酒店板塊。從酒店板塊入手家族生意，在企業接

hôtelière de Lausanne) of Switzerland. "If I don't understand

家族產業，本早已能過上無憂無慮的生活，勤勉實幹，接管了

forward." Although it was an instant of five minutes, she also

班人中並不多見。

expected to learn new ideas from young people. She spent

西方千金、石油大亨 H.L. Hunter 的千金卡洛琳在 1980

every day studying.

年代首創瑰麗酒店，東方千金鄭志雯從卡洛琳手中收購瑰麗。

the edification of her family. For the question whether

一。其中，位於巴黎協和廣場的瑰麗酒店重新驚艷開業，獲得

This habit of keep learning might be benefited from

Sonia Cheng's schedule was very full. She just finished

a meeting one minute before the interview. With casual

目前，瑰麗酒店成為了世界上增長速度最快的奢侈品酒店之

her mentality of being the best until feeling satisfied was

dress, she sat in front of the conference table surrounded

各方關註；而紐約瑰麗酒店位於曼哈頓中心區。

inherent, Sonia Cheng smiled and said frankly, "I think so."

by bookshelves. The headquarters of New World Group in

Central towered in the skyscrapers and the tense business

鄭志雯的日程非常忙碌，在記者到達的前一分鐘，她剛

Her grandpa was her spiritual model. Her grandpa and

開完會。休閑裝扮，坐在書架圍繞的木紋會議桌前。中環的新

pushing her to move forward.

直上到 36 樓，似乎進入了一個小型博物館，繪畫、裝置、雕

father's fighting spirit was constantly influencing her and

atmosphere. The elevator went straight up to the 36th

floor and seemed to reach at a small museum filled with

世界集團總部，聳立在摩天大樓和緊張的商業氣氛當中，電梯

In the future, Sonia Cheng will establish more Rosewood

paintings, installations, and sculptures. It turned out to be

塑充斥其中，原來，這也是一個辦公區域。她最近在學習共享

Hotels, and such places as Guangzhou, Phuket, Phnom

an office area. Sonia Cheng recently was studying shared

辦公，希望辦公室能更有創意，一個沒那麽生硬的空間，讓員

office, hoping that the office could be more creative. She

believed that employees and bosses could relax and bring more brain storms together in a more active space. She

was a very effective person with many new ideas. Even her employees said that only they reacted very quickly could they keep up with their boss's pace.

When she created each Rosewood Hotel, in addition to

the attention to details, "tailor-made" for the city was an important intention for Sonia Cheng. Instead of being a

standardized high-end chain hotel, the hotel was endowed with local history and culture. For example, the Rosewood Hotel in Beijing had no Italian or French restaurants that

were standard in other five-star hotels. Instead, it adopted

the "Red Bowl" hot pot restaurant to demonstrate traditional hot pot dishes of northern villages in a modern way. They

would think very carefully even for choosing a napkin. Sonia Cheng said, "When I look at something, it should be able

to bring emotions and memories. I also hope that even if a single cup can lead my guests to consideration and bring them a feeling of déjà vu and even nostalgia."

The location of the Rosewood Hotel in London was not 48

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工和老板都能放松下來，碰撞出更多思維的火花。她是一個執

「當我觀察一些東西，會帶來情緒和回憶。我也希望客人哪怕

奏，得反應非常快。

懷念的感受。」

的品牌宗旨不僅僅是做好服務這麽簡單，而是將人與城市的關

這樣的心態，是天生的嗎？鄭志雯笑毫不掩飾地笑說「我覺得

依然吸引了美國天後 Taylor Swift 和世界超模 Karlie Kloss 的

畢業於瑞士洛桑酒店管理學院的管理培訓生聊天。「如果我不

業，潛移默化也推著自己走。

行力很強的人，新點子太多，連她的員工都說要跟上老板的節

舉起一只杯子，都能停下來思考，在這裏能產生似曾相識甚至

打造每一間瑰麗酒店時，除了著重細節以外，為城市「量

位於倫敦的瑰麗酒店位置並不占優勢，但憑藉獨特的氣質

身訂造」是鄭志雯所堅持的重要出發點，賦予酒店有當地特色的歷史和文化，不再是一個模式化的高端連鎖酒店。如北京瑰

驻留。

麗，沒有其它五星級酒店標配的意大利或者法式餐廳，反而是

不管是見不同的人，還是開不同的會，鄭志雯永遠都在要

的「赤」火鍋餐廳，將北方村莊傳統的火鍋料理用現代方式演

求自己吸收新的知識。每次開拓不同的酒店，她海量學習這

繹。哪怕是選取一張餐巾紙，他們都很仔細地思考。鄭志雯說：

座城市文化、歷史和精神面貌，了解當地人的生活。瑰麗酒店 50

是」。爺爺是她的精神楷模，耳濡目染爺爺和父親如何拼事

系緊密地建立起來，也是一種意境。就在采訪前，她剛和一位

未來，鄭志雯將會加倍開設瑰麗酒店，廣州、普吉、金邊

了解年輕人的想法，公司永遠不會向前。」雖然是簡短的五分

會安等等地區將會有瑰麗酒店的身影。而今年，在維多利亞港

鐘，她也希望能從年輕人身上學到新的思路，她每天都在學習

的尖沙咀梳士巴利道，將會迎來香港首家瑰麗酒店。

中度過。

不斷地學習，也得益於家庭的熏陶。做到最好，滿意為止， 51

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Located in Admiralty in Hong Kong, surrounded by a bustling business district. Stepping into the hotel, like a time and space shuttle, we entered a quiet world from the bustling environment, it is like a quiet woman, standing quietly.

The Paradise of Upper House 奕居的世外桃源 TEXT/ 文 Jocelyn Chenlin Liao

The Upper House symbolizes a journey through the hustle and bustle of the city. The " 奕 " of " 奕居 " has a high and beautiful meaning, which can reflect the meaning of "upper" in the English name. At the same time, "living" and "livable" have a homonym in the reading of the national language. "Livable" means "suitable accommodation". Many five-star hotels always give a sense of luxury and honor. The Upper House of Hong Kong has added to the feeling of home for five-star hotels. 座落於香港金鐘的奕居，周圍是繁華的商業區。步入酒店，似時空穿梭一般，我們從熙熙攘攘的環境一下進入了一片寧靜的天地，它像一個安靜的女子，靜靜地站在那。

The Upper House 象徵由繁囂鬧市登上寧靜空間的旅程。「奕居」的「奕」有高大、盛美之意，可體現英文名字中「upper」的含義。同時「奕居」與「宜居」在國語讀法上有諧音，「宜居」有「合適居所」的意思。許多五星級酒店，總給人一種奢華、尊貴感。而香港的「奕居」給五星級酒店增加了家的感受。

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t doesn't have the

grandeur of a five-star

hotel, and it takes a turn to

take the escalator to the guest room. The escalator passage is very dark,

a feeling of a winding path. Through the path, the nickel-plated door

appears. The door is surrounded

by floor-to-ceiling glass and pools,

just like floating in the water. Even if

you arrive at the elevator floor of the guest room, you can hardly feel that this is a hotel, the simple design is

decorated with artworks, welcome home!

After entering the hotel entrance,

the guest will embark on a quiet and comfortable journey

works of art to add a tranquil atmosphere to the residence.

infiltrate soft lighting, while the wall is adorned with unique

hotel design and environment, creating a personalized and

He said, "I deliberately create a harmonious and quiet

through "The Lantern", a ring of bamboo. The elevator

sophisticated luxury hotel like a private residence."

lighting that leads guests to the 6th floor, where you can

Ascend to the 49th floor and reach the footbridge of

access to the green space of "The Lawn" for a refreshing cocktail or sunbathe on a sofa.

the hustle and bustle. It is located above the 40-meter

including 21 suites and 2 penthouse suites. All rooms are

Sky Lounge and the modern restaurant and bar Café Gray

high atrium and has a skylight that leads guests into the

There are a total of 117 rooms in the Upper House,

Deluxe.

designed in two major colours - "Bamboo" room with solid

Many non-residential guests will also have a special

grey floors and bamboo, as well as lavender rugs; "Celadon

Celadon" room has green ochre, oak flooring and beige oak

breakfast at the Café Gray Deluxe. Its window seats allow

apartment, its room size is relatively large in Hong Kong.

a healthy breakfast.

you to enjoy the view of Victoria Harbour from a height, and

decoration. Because it was originally remodeled from the

The hotel also hopes to give guests a feeling of home,

The basic room "Studio 70" has an area of 68 square meters and all rooms have an inviting Victoria Harbour view or an

and its non-exaggerate taste has been favored by many

areas.

famous Korean band Big Bang, and famous Chinese clothing

celebrities, such as Victoria Beckham, G-Dragon of the

elegant city view, all with spacious bathrooms and dressing

designers Philip Lim, Jason Wu, the well-known shoe

designers Christian Louboutin and so on.

named by many authoritative travel and design magazines

With the arrival of celebrities, the Upper House also held

as “Young Talents in the Design Industry” and “The Man of the Asian Design Circle”. His famous projects include

a small salon “Up Close with...” in the Sky Lounge on the top

Tan Wan Japanese Restaurant, Chinese restaurant Cassia

and tourism leaders and experts from world famous places

floor of the residence, inviting art, design, fashion, music

the Italian restaurant Piacere at Tokyo Shangri-La Hotel,

to share their experiences. The 90-minute sharing session

at Capella Singapore, Agnes b. La Loggia flagship store in

will bring valuable networking opportunities to speakers

Hong Kong, JIA Shanghai lobby, Kerry Hotel and the famous

and participants.

international movie star Yang Ziqiong’s private residence.

In addition to living in the hotel, the Upper House also

He graduated from the Department of Architecture of

organizes guests to carry out group outdoor activities in the

Cambridge University and is also the grandson of the late

nearby half-mountain area, which is rare in five-star hotels.

gambling king Fu Laorong.

The Upper House is not only a five-star hotel, but also a

The design of the Upper House is in naturalistic, and Fu

comfortable residence.

Houmin uses natural materials, unique carvings and original 54

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它没有大多數五星級酒店那樣富麗堂皇的大門，進門一轉

懸掛著獨一無二的燈飾，引領賓客前往 6 樓。在此可前往青翠

寸金的香港來算比較大。基礎的 Studio 70 的面積有 68 平方

受日光浴。

觀，全部設有寬敞的浴室及梳妝區。

的綠色空間 The Lawn，享受清新的雞尾酒，或躺在豆袋上享

彎，乘搭手扶梯直達客房。扶梯通道十分幽暗，一種曲徑通幽處之感。通過後，隨見鍍鎳大門，大門四周以落地玻璃和水池

奕居一共有 117 間客房，其中包括 21 間套房及 2 間

環繞，猶如輕飄水上一樣。即便到達了客房電梯樓層，你也

頂層套房。所有客房更以兩大顏色為設計主題 ──「竹子

遊和設計雜誌評為「設計界年輕才俊」及「亞洲設計界的風雲

賓客踏進酒店入口之後，通過環型竹子構成的 The

「青瓷 Celadon」房間鋪設綠荼色地毯、橡木地板，並飾以米

餐廳 Piacere 、灘萬日本料理、新加坡嘉佩樂酒店的中式食府

Bamboo」。房間鋪設實灰色地板，並飾以竹子及淡紫色地毯 ; 色橡木裝飾。由於它原先改造自公寓，它的房間面積在寸土

Lantern 展開恬靜舒適的旅程。電梯滲透柔和燈光，而牆上則 56

於劍橋大學建築系的他亦是已故賭王傅老榕的孫兒。

奕居的設計講求自然，傅厚民所使用的都是天然的素材、

奕居由亞洲知名設計師傅厚民設計，他是多次被權威旅

很難感受到這是酒店，簡潔的設計配以藝術品裝飾，welcome home ！

堂、嘉里酒店以及國際著名影星楊紫瓊的私人居所等。畢業

米，所有客房均坐擁醉人的維多利亞港海景或優雅的城市景

獨特的雕刻品及原創藝術品，為奕居增添了寧靜的氣氛。他表示 :「我刻意打造和諧恬靜的酒店設計及環境，營造猶如私人

人物」。由他設計的著名項目包括東京香格里拉酒店的意大利

居所般的個性化精緻豪華酒店。」

登上 49 樓，到達奕居的天橋，它位於 40 米高的中庭之

Cassia、香港 Agnes b. La Loggia 旗艦店、JIA Shanghai 的大

上，並設有天窗，引領賓客進入 Sky Lounge 及現代餐廳及酒 57

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吧 Café Gray Deluxe。

奕居也借名流的到來，舉辦小型沙龍「Up Close with...」

許多非住店客人也會專程來奕居的 Café Gray Deluxe 享用

在奕居頂層的 Sky Lounge 舉行，邀請來自世界名地的藝術、

早餐。它臨窗的座位可在高處一覽維港的風景，一邊享用健康

設計、時裝、音樂及旅遊業領袖和專家分享心得。90 分鐘的

早餐一邊享受美景，真愜意！

分享會為講者和參加者帶來可貴的交流機會。

奕居酒店一直也希望給客人一種家的感受，品味低調，也

除了在酒店內居住以外，奕居還會組織客人在附近的半山

收到了許多名流的青睞，如維多利亞 · 貝克漢姆、韓國知名

區域進行集體的戶外活動，在五星級酒店中，實屬少見。

樂團 Big Bang 的權志龍、知名華裔服裝設計師 Philip Lim、

奕居不僅是一家五星級酒店，更是一家舒適的居所。

Jason Wu 以及知名鞋履设计师 Christian Louboutin 等等。 58

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Enjoying Music is like Drinking Wine 聽音樂如飲酒 TEXT/ 文 Joseph Tsui

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istening to music is a pleasant experience, but

why do we still need a set of constraints? Man is born free and no one likes to be restrained. All

kinds of etiquette, such as the etiquette on the table, at the party, during drinking, and at the concert, when necessary, are not constraints but assistances for sublimating our

hobbies. Why should different types of liquors be coupled

with corresponding cups? Can't we use a uniform cup? Why do we have to savor instead of drinking off? Although the

rules cause some restrictions, yet what they bring is more perfect enjoyment.

Man is born free and no one likes to be restrained. 人生性自由，沒有人喜歡被束縛管制。 People listening to classical music often need to sit

properly. It's no wonder that classical music is also known as serious music for Westerns. Its seriousness may come from the unfathomableness of certain music, but more

intuitively, from a set of rules for listening. The best place to listen to classical music is, of course, the concert hall.

The construction materials and planning of the concert hall are different from those of ordinary buildings. An indoor

space that can capture the most subtle music is necessarily extremely sensitive to sound. Therefore, quietness is a prerequisite for the concert hall. Many places require

quietness, but the demand for quietness from the concert hall is absolutely rigid. A quiet environment can fully relax our nerves and lead us to know our innermost feelings.

Therefore, it is very important to create a quiet environment before and after listening. A concert is different from other

parties. You may rush into the cinema before a movie starts. For a concert, however, you'd better reserve more time so

that you can walk in with ease. You can adjust your feelings so as to enjoy the music well. Of course, it's also very

interesting to spend some time chatting with other music enthusiasts.

Besides eating, taking pictures, and muting your cell

phone, you can still restrain yourself in some other details

and create a better environment for everyone. For example, it is better to turn off the vibration function of a mobile

phone because the vibration sound is also too large for a sensitive concert hall. Do not take objects that can make noises, such as plastic bags, into the concert hall either.

Besides, you'd better acquaint yourself with the classical 62

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music genre so as to better understand the works. A pro-

細品酌？規則雖有掣肘，但其帶來的，更多的是完善的享受。

Understanding the genre of music will be very helpful for

稱呼除了 classical music 之外，也有 serious music 之稱。其

first genre is for orchestra:

是那套聆聽的規則。古典音樂最佳的聆聽場所當然應該是音樂

minent question at the concert hall is when to applaud.

古典音樂向來給人正襟危坐的感覺，難怪西方對於其的

this question. Here are some common musical genres. The

嚴肅，或許來自某些樂曲的高深莫測，但更直觀的感受，應該

1. Symphony is the most common form of the orchestra

廳，本身音樂廳的建築用料及圖則就與一般建築不同。一個能

concert. Most symphonies are based on four movements.

捕捉最細微樂聲的室內，必然對聲音極其敏感，所以音樂廳的

Since the 18th century, this format has become the base.

安靜是先決條件。很多場所都對寧靜有著需求，但音樂廳的需

Of course, there are exceptions, for example, Beethoven's

求是絕對剛性的。安靜的環境，可以讓我們的神經最為放鬆，

"Pastoral Symphony" and Mahler's series of symphonies.

也能讓我們最能參透自己的內心。所以在聆聽的前後，共同製

2. Symphony suite has a wide range of sources. Some are

造安靜的環境至關重要。我覺得，音樂會不同於其他聚會。看

selected from drama music, ballets or operas, for example,

電影或許可以臨開場前匆忙趕進影院，但音樂會最好預留多點

Tchaikovsky's "Swan Lake Suite" and Bizet's "Carmen Suite".

時間，讓自己能氣定神閒地走進去，稍微整理整理自己的心

Some suite is a special composition of orchestral works,

情，去好好體會音樂。當然，有些許時間和其他愛樂者寒暄一

such as Bach's "Orchestral Suite". The number of pieces of

番也不無樂趣。

music for forming an orchestral suite is not specified.

飲食、拍照、手機靜音這些自不用說，但有些細節仍然需

3. A concerto is usually led by one or several instruments

約束一下自己，給大家製造更好的環境。比如手機最好連震動

and then accompanied by the orchestra. Such a genre

功能也關閉，因為震動的聲音對於敏感的音樂廳來說也夠大的

is regular and usually divided into three movements. Of

了。塑料袋一類的能發出雜音的物件最好也別進音樂廳。古典

course, there are exceptions.

音樂的體裁，最好有一些瞭解，這樣可以幫助理解作品。在音

The second genre is for solo instrument:

樂廳裡的一個顯著問題，便是何時鼓掌。瞭解音樂的體裁，對

1. Sonata is a common form of solo instrument. A violin

於這個問題將有很大的幫助。以下介紹幾種常見的音樂體裁，

sonata is mostly led by violin and accompanied by piano. It

首先是管絃樂團的：1. 交響曲，這是樂團音樂會裡最常見的一

has three to four movements.

種形式。大部分的交響曲都是以四個樂章為標準，從 18 世紀

2. Solo suite is similar to orchestral suite and its format

開始，這種格式就成為基本。當然也有例外，如 Beethoven

is flexible. Among the above works, the general rule is no

的《田園交響曲》及 Mahler 的一系列的交響曲等，但大部分

applause between movements or between the music of

的格式仍然是四樂章式。2. 交響樂組曲，這類體裁的範圍非常

a suit. If you are unfamiliar with the repertoire, you can

廣。有的是從戲劇配樂、芭蕾舞劇或者歌劇精選出來的片段，

observe the player's reaction on site. In some cases, when

如 Tchaikovsky 的《天鵝湖組曲》、Bizet 的《卡門組曲》，

several music pieces of a same suite are selected for playing,

也有專門譜寫的管弦樂作品集合而成，如 Bach 的《管弦樂組

applause is given after all the performance is completed.

曲》。管弦樂組曲是沒有規定由多少首樂曲組成的。3. 協奏曲，

Applause may be the most common problem at the

通常是由一件或者幾件樂器領銜，然後由樂團進行伴奏。這類

concert. The reason why there are relatively strict rules is

體裁也有規律，通常分為三個樂章，當然也有例外。再有是獨

that for a whole piece of work, the pause between music

奏樂器的範疇：1. 奏鳴曲，常見的樂器獨奏曲式，小提琴的

pieces is an instant for a little rest. In order not to affect the

話多由小琴領銜，鋼琴伴奏。格式由三至四個樂章不等。2. 獨

overall conception and mood of the work, it's better not to

奏組曲，和上述的管弦樂組曲類似，格式不定。在上述的這些

applaud. The concert may be one of the few situations in

作品當中，通例就是樂章之間，組曲的樂曲之間，不鼓掌。如

our lives for calming down. On this occasion, both musicians

果不熟悉曲目，大可現場觀察演奏者的反應。有些情況，比如

and audience are very sensitive to the sound. Therefore, to

幾首同一套組曲裡面抽取些篇幅較小的進行演奏，也是等全部

respect this occasion is to respect ourselves.

演奏完畢再鼓掌。

鼓掌的問題或許是音樂會裡最常見的問題。之所以有相

聽音樂本是愜意之事，為何還要有一套框條來約束之？人

對嚴格的規矩，那是因為對於一整部作品來說，樂曲之間的間

禮儀，舞會上的禮儀，飲酒時的禮儀，以及音樂會上的禮儀。

整體構思與情緒，所以最好不鼓掌。音樂會或許是如今我們生

停，是給樂曲和演奏者一個呼吸的時間，但為了不影響作品的

生性自由，沒有人喜歡被束縛管制。各式的禮儀，如餐桌上的

活當中，為數不多的能夠靜下心來的情境之一了。在這專注於

必要的時候，它們並不是一種約束框條，而是一種輔助昇華我

聲音的場合，無論是音樂家或是觀眾，都對聲音無比敏感，尊

們愛好的工具。各式的美酒，為何要配各式的杯子呢？難道不

重這個場合，便是尊重自己。

能用統一規格的杯子嗎？喝酒為何不能全部一飲而盡，卻要細 64

JUL 2018

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MOUTAI Magazine

Indulging in the Czech Republic, the Capital of Beer 沉醉捷克遊走啤酒之都的光榮與夢想

TEXT/ 文 Samuel

JUL 2018

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MOUTAI Magazine

he Czech Republic, once an important member of the Eastern camp, now becomes EU and NATO's forefront against the Eastern threat. Located in

central Europe, when other people were suffering from World War II, the Czechs surrendered helplessly, and

escaped from devastation accidentally. In its capital Prague, a large number of ancient buildings and cultural relics are

leading all visitors to explore the country intertwined with glory and dream.

The afternoon sun shines on the gravel of Prague.

You will find the vicissitudes of history and the wisdom of

modern design are integrated and sublimated in the same city when you hanging around in the old town of Prague.

Architectures of different periods and styles turn Prague's street into a time machine to travel to different time and space.

Located in the center of Prague, the Old Town Hall was

built in the 13th century. This ancient aristocratic building

has elevators for tourists. Although it is a modern industrial product, through the impressive ingenuity of the designer,

the elevator perfectly accords with the style of monuments, helping tourists to reach the top of the tower easily and overlook the surrounding area of the Old Town Square.

in World War II, but it became a major munition factory of

Unlike the famous Chinese song "Prague Square", this

the Nazi Germans. The hatred of Nazi led the Czech people

city does not have the "Prague Square". There is only the

to rise up and resist, creating lots of laudable and touching

"Old Town Square", which is located in the center of the city.

stories. Walking to the new town, you can see the basement

There is no "Wish Pool" in the square like it was described

of the Cyril Cathedral, which is the memorial hall for the

in the song, but a statue of philosopher Hus who defied the

Czech paratroopers who died heroically in the "Operation

authority of the medieval church. The scenery of Prague is

Anthropoid".

so beautiful that many tourists may be reluctant to leave.

At that time, several Czech soldiers were in exile to

The romance depicted in literary works is merely one

aspect of the Czech Republic. The nature of the Bohemian

Britain during World War II and successfully assassinated

Nowadays, this transportation hub of Central Europe is still

They sacrificed their young lives and their stories were

Heydrich, the head of the Nazi German SS (Schutzstaffel).

nation, just as the city's love for beer, is full of heroic spirit.

widely spread by many films. The gate of the martyr

a place contested by all strategists. Fortunately, peace and

memorial hall is decorated with the wing components

development have become a global consensus today and

of a Spitfire fighter. The door and the surrounding of the

the Czech Republic is now free from wars.

entrance hall are both black. After entering the gate, the

About 30 years ago, however, there was the forefront

entrance becomes narrower and narrower. Only by following

of the Cold War. Now, the Czechs are still exploring on the

the light from the gap of the gate can tourists enter the

philosophical relation between institutional revolution

memorial hall. The designer tries to tell future generations

and people's well-being. The social transformation and

not to forget what had led them here. Even if there is only a

change of the old days were full of pains. Instead of leaving

glimmer ahead, people have to move forward courageously

imprint of that Socialist era on today's streets of Prague,

to reach the other side of the light.

the historical collections of the Iron Curtain were carefully

The winding Vltava River tranquilly flows into the urban

collected and placed in various museums, helping tourists

area of Prague, creating a gentle border for the beautiful Old

to review the past.

Town. After the regime changing, the Union disintegration,

Half a century ago, Prague avoided the direct damage

JUL 2018

MUSE 樂

MOUTAI Magazine

and the twists and turns in the following two decades, this

捷克，曾經東方陣營舉足輕重的成員，而今歐盟及北約應

country continues to forge ahead, and becomes a medium

對東方威脅的前沿陣地。地處歐洲中部，在人類遭受第二次世

important link of "the Belt and Road" in recent years. Just as

衝擊。在首都布拉格，大量成百上千年的建築及文物不經意間

developed country with strong industrial base, as well as an

界大戰的屠戮之時，捷克無奈投降，卻陰差陽錯使其免受戰爭

several bridges across the river, this country links the East

就會映入遊人眼中，默默迎接各方賓客來到這個交織著光榮與

with the West. Crossing the Charles Bridge that has a history

夢想的國度。

of over 660 years, tourists can reach the castle area.

午後的陽光照射在布拉格街頭凹凸不平的石板路上，使石

The urban area of Prague is surrounded by hills on

頭的紋理與質感更顯突出。漫步在布拉格老城的街頭，歷史的

three sides. When looking from the hill, just take a few

滄桑感與現代設計智慧在同一座城市裡交融、匯合、升華。不

steps and you will appreciate the beauty of the city from

同年代和風格的建築，將布拉格的街頭變成一部時光機器，步

different dimensions. Every time when you turn around on

履間穿梭不同時空，眼界大開。

the mountain, the scenery may attract you for a long time.

市政廳位於布拉格市中心，始建於 13 世紀，相當於中國

At the southwestern end of the castle is the tranquil Strahov

的元朝。但古老的貴族建築同樣可以「接地氣」：在市政廳塔

many celebrities to dine or drink here.

師的雕琢下，保持了與古跡一致的風格，絲毫不顯突兀，令人

Monastery. It is famous for beer and Czech cuisine, attracting To reward the exhausted day, a fancy meal with the

amber-color beer is deserved. Both steak tartare and grilled

蜿蜒的伏爾塔瓦河緩緩流入布拉格城區，為風光綺麗的老

樓的內部，設有一台電梯。雖然它是現代工業產品，但在設計

城創造了溫婉的邊界。沉珂側畔千帆過，即使經歷政權更迭，

拍案稱絕，方便遊人輕鬆登上塔樓頂端，鳥瞰老城廣場上周邊

行，再度成為工業基礎雄厚的中等發達國家，並成為近年來

聯邦解體，以及隨後近二十年的曲折道路，這個國家仍砥礪前「一帶一路」日益重要的連結點。正如橫跨河面的數條橋樑，

鱗次櫛比的建築。

rib are delicious. Coupled with the wheat scent of beer,

捷克成了維繫東西方國家的重要紐帶。

與歌名不同，布拉格並沒有「布拉格廣場」，而是由「老

their essence can stimulate the taste buds and linger in your

城廣場」擔綱這座城市的中心；與歌詞不同，廣場上也沒有「許

not blazing. Due to the dry temperate continental climate,

英勇。布拉格的畫面太美，也許有歌手「不敢看」，但一定有

mouth. The summer of Europe is long, but the sunshine is

the taste of beer may remain for a long time for you to slow down the rhythm of tasting.

跨過擁有超過六百六十餘年歷史的查理大橋，可延山路登

願池」，只有哲學家胡斯雕像以致敬其反抗中世紀教廷權威的

上城堡區。登高望遠，只因布拉格城區三面均有丘陵環繞，僅

遊人「看不夠」。

在山路一轉身，就能吸引你駐足良久。城堡的西南端是寧謐的

需數步，便可以用不同的維度，來欣賞這個城市的美麗。往往斯特拉霍夫修道院（Strahov Monastery），修道院的啤酒廠

文學作品中描繪的浪漫，只是捷克的其中一面。波希米

Besides the Strahov Monastery in Prague, there are

販售的啤酒及地道捷克料理聲名在外，不少領導人訪問捷克時

亞民族的血性，與這個城市對啤酒的鐘愛一樣，充滿豪邁的氣

various brewing workshops or beer factories throughout the

均在此用餐或品酒。

概。這個中歐的交通樞紐，至今仍然是兵家必爭之地。慶幸的

Czech Republic. Beer is called "Pivo" in Czech. The Czech

犒賞一日步行的疲累，當然是在這裡飽餐一頓，並享用琥

是，在和平與發展作為全球共識的今日，捷克不需要面對戰爭

people claim to have the best beer in the world. They are proud of their products and believe they can rival their

的陰霾。

珀色的啤酒。不論是韃靼牛肉，還是炙烤肋骨，均是可口的下

國度的捷克人，至今仍在反思制度變革與人民福祉之間的哲學

洲的夏日漫長，但陽光並不毒辣，再加上乾燥的溫帶大陸性氣

酒好菜，配合啤酒麥香刺激味蕾，日精月華在齒頰間縈繞。歐

三十年前，這裡是冷戰的前沿陣地之一。曾經身處紅色

neighbor Germany. Beer is prominent in this country and the main attraction of tourists.

候，啤酒涼爽的氣溫及口感不會因閒置而過快消散，所以大可

思辨。當年的社會轉型與變革充滿疼痛，也使今天的布拉格街

It is worth mentioning that the Budweiser beer in fact

放慢節奏品嘗。

頭，難覓紅色時代的印跡；但曾經在鐵幕之內的點點滴滴，則

it is rooted in the Czech Republic instead of the United

除布拉格的斯特拉霍夫修道院，捷克各地均有大大小小的

被有心人細細珍藏，放入一個又一個博物館中，幫助觀者梳理、回味。

釀酒作坊或啤酒工廠。啤酒在捷克語寫作 Pivo，這裡號稱擁

said to be the birthplace of Budweiser beer, and the local

的破壞，但卻成為納粹德軍的軍工重鎮。家國仇、民族恨，讓

旁邊的德國。啤酒在這個國家，地位超然。而在商店貨架裡的

Budweiser. The name Budweiser comes from Budweis+er in

區，在西里爾東正大教堂的地下室，則是「猿人作戰行動」

States. From Prague, it takes about two-hour drive to České Budějovice, a small town in southern Czech Republic. It is

有全世界最棒的啤酒，他們對自家產品的自豪，一點也不輸給

時光再倒回半個世紀，布拉格在二戰中躲過了戰火直接

Budweiser can overthrow your perception of the ordinary

啤酒，更是琳瑯滿目，令人目不暇接，獲得遊客的青睞。

捷克人民奮起反抗，造就了許多可歌可泣的故事：移步到新城

行銷世界的百威啤酒，看似是美國貨，實際上根源在捷

（Operation Anthropoid）中英勇犧牲的捷克傘兵的紀念堂。

克。從布拉格出發，向南約兩小時車程，即可抵達捷克南部的

not yet been finalized.

衛隊首長海德里希（Heydrich），雖衝擊了納粹法西斯統治，

源地，而在當地享用的品牌，足以顛覆你對百威口感的認知。

square named after the Czech King Premysl Otakar II and

奉烈士的紀念堂大門，是由噴火式戰機的機翼組件構成，一端

German. The brand dispute between American Budweiser

and Czech Budweiser has lasted for hundreds of years and

布傑約維采（České Budějovice），據稱是百威淡啤酒的發

二戰中流亡英國的多位捷克士兵，成功刺殺了納粹德國黨

Traveling in České Budějovice, besides visiting the

百威（Budweizer）這個名稱，則来自德語 Budweis+er。美

但相繼獻出年輕生命，他們的事跡也被多部電影廣泛傳播。供

the Black Tower, at the local restaurant, you can enjoy the

國百威與捷克百威的品牌之爭，據說持續了上百年，至今尚未有定案。

厚重另一端纖薄。大門與門廳漆黑，入門時伸手不見五指，且

2L cup of fresh Czech Budweiser beer at a price of about

遊覽當地，除了參觀以捷克國王普热米斯尔 · 奥托卡二世

越走越窄，唯有跟隨大門縫隙的光亮前行，方能推門入內。設

HK$26. It is a must-try for visitors whether it is accompanied with meal or not.

計者藉此提醒後世人莫忘記來時的路，縱使前行的路僅有一絲

命名的廣場及黑塔以外，在當地的餐廳，可用約 26 港元的價

精巧。

品嘗的美味，獨飲解渴或佐餐助興兩相宜。

錢，享用 2L 超大杯的新鮮捷克百威啤酒，是抵達當地必定要

光輝，也需要一往無前，才能達到光明彼岸。立意深刻、設計

JUL 2018

MUSE 樂

MOUTAI Magazine

arsaw, the capital of Poland, has experienced the

bench to my friend on the Trakt Królewski (Royal Road). I

to describe with two numbers: there were 1.4

listened to the music over and over again in the gesture

unimaginable tragedy in World War II. It was easy

notice the curiosity and surprise flowed from her eyes. We

million people in Warsaw before the war while only 1,000

of worshiping on the cold stone bench for listening more

left after.

clearly.

Warsaw had been ruined before the Soviet troops

There are few zebra crossing were painted in the shape

entered and liberated Warsaw's suburbs from German's

of black and white piano keys. The people of Warsaw

occupation. Warsaw, the best

demonstrated their respect to

representative of the spirit

Chopin in their living details.

of resistance, the people of

There is a controversy

Warsaw said: "I can die, but

about Chopin’s birthday.

city was also a warning that

birthday on 2nd February,

must die in dignity." The

Chopin’s father registered his

German Nazis left to the world

but Chopin said he was born

– they used thousands of tons

on 1st March. Therefore,

of explosives blow up the

for memorizing this genius,

whole Warsaw. Anthropologist

Warsaw celebrates his birthday

indicated that only two capitals

Warsaw’s Chopin, Incidental or Inevitable?

華沙的蕭邦，偶然還是必然？

TEXT/ 文 Natalya Cheung Translation/ 譯 Spencer Hua

from February to March.

was slaughtered and grounded

However, it is still not enough

in such great scale in the

for commemorating this poetic

European history, the ancient

pianist.

Rome burned down the ancient

Chopin’s life was

Carthage city in the Third

condensed in a baroque palace

the German Nazis bombed the

in the late 17th century, and

Punic War at first, and then

built by the Duke of Ostrogski

whole city of Warsaw.

now the Fryderyk Chopin

Almost every city has an

Museum. In additional to

"old town" in Europe, where

the video description in the

tourists can learn the history

museum, there are few blocks

of the city with the touchable

with earphone playing Chopin’s

historical buildings. However,

music of different periods, or a

the old town of Warsaw is much younger, with the "historical

Kraft paper book playing his masterpieces with music score

buildings" that may constructed last year, than it of other

on it.

cities, but the stories of the buildings are numerous.

The Pleyel grand piano the composer played for the

The buildings in Warsaw’s old town are merged with

last two years of his life is the most valuable item on display.

old and new ones. They are seems to be indistinguishable,

Apart from the instrument, other personal belongings of the

but the dark colors of stones and bullet holes are telling the

composer can be viewed and admired at the museum. On

cruelty of war.

the upper story of the building, his death mask is exhibited.

Probably because of the ruthless history, the people

During summertime, the city will hold a Chopin concert

of Warsaw are always bare the tragic patriotism, Chopin,

in a small concert hall at night. When I went there, the

achieving each other mutually. Is it incidental or inevitable

in quietly but got found. The young performer stopped

a distinct example of them. Warsaw and Chopin were

young performers were doing the final rehearsal. I walked

for Chopin rose in Warsaw?

playing, looked up at me for a while, and continued play

Chopin Bench can be found everywhere in Warsaw. The

his fingers on the black and white keys. Suddenly I realized

bench has a map carved on for tour guide and a button for

that Chopin, who was so arrogant that wrote the songs in

playing Chopin’s music.

fast pace on purpose to reflect his exquisite piano skills, is

Few days before Christmas, I proudly presented this

the only person that able to complete his music perfectly. 73

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After a hundred years, the students of The Fryderyk Chopin

an urn, preserved in alcohol, back to Poland and buried

audience but all of them are noble people.

music, however, my tears suddenly dripped when I was

the genius.

the heart was placed in a column of Holy Cross Church in

ordinary people." In fact, Chopin had held few concerts

quickly wipes the tears in the middle of the phrase. I pick

underground for 20 years. After the permission of Russian,

University of Music now able to catch up with the pace of

Warsaw.

Chopin's successes as a composer and performer

The church was devastated during the WWII including

opened the door to Western Europe for him, and on 1830, he decided to go to Paris. However, later that year, in Warsaw,

the column preserved Chopin’s heart. Fortunately, German

a "rebel." He had become more famous as a patriotic

the bombing of the church, so that the heart could be

gave their one and only warning in the whole war before

the November 1830 Uprising broke out, and Chopin became

his heart returned to Warsaw.

of genetic pulmonary heart disease. In the last 18 years of

his life, he gave only 30 public performances with only few

His sister came to Paris and took Chopin's heart in

will hit everyone, which is fair enough.

The Chopin concert in Warsaw maybe held in small

three sides. The candle shadow swayed, and I was holding a

been suffered from illness since he was young, with a family

experience you have, whether you understand it or not, it

back to listen to.

gallery at night where plays Chopin’s music. Chopin had

Chopin requested that his body be opened after death and

environment you are growing up, no matter what kind of

because he was playing too gentle to let the audience in the

signs of serious illness. With his health further deteriorating,

There is nothing more enjoyable than visiting a small

on it. Music is really interesting. No matter what kind of

However, the newspaper said he cannot achieve great

room for paying tribute to this emaciated composer. It only

his hometown again. From 1842 onwards, Chopin showed

up the program leaflet, and the name "Grave" was written

for public in Berlin, Prague and Vienne when he was 18.

transferred to a safe location.

musician, but on the other hand, he was not able to back to

hearing a movement. Coincidentally, the pianist was also

Rumor has that "Chopin was too arrogant to play for

The talent of Chopin is incidental, but Poland and the

had 20 people in the music hall surrounded the pianist on

time of Salon bread his artistic mind. The patriotism of

glass of Poland mead, and completely devote myself to the

the younger generation to devote to music. More and more

Chopin has been inspiring the country and encouraging

Chopin have risen up. The situation is incidental, but also

music.

inevitable.

I do not think I’m such person who can enjoy piano

JUL 2018

MUSE 樂

MOUTAI Magazine

問題一直在我腦海中揮之不去：華沙出現蕭邦，到底是偶然還

一個水晶杯裡，倒滿美酒，密封好，藏在裙擺中秘密帶回華沙，

其中需要尋覓的，是「蕭邦石凳」，它們在華沙四處，上

於教堂中的一顆柱子裡面。走進聖十字教堂，一抬頭，便見到

偷偷放在地底 20 多年。後來，終於取得俄國人的同意，放置

是必然？帶著這個未解謎題，我在華沙尋找蕭邦。

那個柱子，上書——蕭邦的心臟長眠於此，在這個柱子前，我

面有陰刻的地圖，展現出你們需要在哪裡尋得蹤跡，最神奇的

長久佇立仰視，內心翻江倒海。

是，上面有一個金屬按鈕，一按，蕭邦鋼琴曲如同清泉一般流

二戰中，這座教堂並未獲得幸運的眷顧，95% 的建築遭

出，這世界上的車水馬龍，人群熙攘，愛恨情仇，瞬間好像沒有什麼關係。

到了毀滅性破壞，包括存放著蕭邦心臟的這根柱子。不過，轟

著陸的好友，炫耀似的神秘兮兮的按下了按鈕，滿足的看著她

次也是唯一一次的提出了警報，告知了爆破時間，波蘭人民才

炸開始前，同樣也滋養了很多音樂家的德國人良心發現，第一

在聖誕前夕的某個夜晚，國王大道上火樹銀花，我拉著剛

有時間將音樂家的心臟及時轉移安置。藝術，是人類的瑰寶，

的眼睛從驚奇到驚喜，直到生出一層氤氳水霧。我們倆一遍又

和國仇家恨無關，人人都應該尊敬。

一遍的聽著那首溫柔浪漫的鋼琴曲，為了聽得更真切，趴在了

有什麼比在夜晚，躲進小畫廊，裡面有蕭邦音樂會更幸福

石凳上，臉緊貼著冰冷的大理石，形成了最為頂禮膜拜、五體投地的姿態，那是在那個冷到顫抖的冬夜最為溫暖的小時光。

的事呢？蕭邦從小身體孱弱，有家族遺傳肺心病，30 多歲的

琴鍵的模樣，華沙人民在生活細節中，處處表達著對音樂詩人

趁早啊」的鋼琴神童，蕭邦成名後的 18 年間只開了 30 次小

蕭邦，也只有 40 多公斤。作為完美了闡釋了張愛玲「出名要

華沙城中，有幾處斑馬線，也別出心裁的被刷成了黑白鋼

型音樂會，每次聽眾都只有十幾個企業家、貴族、富豪。

的崇敬。

坊間傳言「蕭邦太驕傲了，不屑于為平民演奏。」事實並

關於蕭邦的生日，坊間一直有爭議，蕭邦的父親在登記兒

波蘭首都華沙，在二戰中經受

過世人無法想像的傷痛。區區兩個

數字你便可明白——二戰前，華沙本

非如此，18 歲的少年蕭邦曾經在柏林、布拉格、維也納舉辦

他們每一年會過世界上最長的生日，從 2 月一直到 3 月。不過，

天分的作曲家，但是他無法獲得巨大成功，他彈奏的聲音實在

機，便可聽到蕭邦在不同時期創作的不同類型的鋼琴曲。或者

是抗爭精神的最佳代表，華沙人民說：「我可

棄。」華沙，也是德國納粹給世人的警示——抵抗我，這就

是你的下場，他們用了幾千噸炸藥炸平了華沙。人類學家說，

歐洲歷史上，對首都如此大規模的屠城只有兩次，一次是古

的音樂家致敬，也或許是希望讓看客和音樂更加親密，都是小

翻開巨大的牛皮紙書，看著琴譜，鋼琴曲馬上開始彈奏。

影搖曳，手中端著波蘭特有的蜂蜜酒，把自己徹底放逐到樂音

簡直年輕得很，有些「老房子」可能去年剛剛才建好，但是

候，突然難過得落淚起來，巧的是，鋼琴家也在樂句中間，迅

夏天的時候，這裡晚上還會在小演奏廳舉辦蕭邦音樂會，

樂真是有趣啊，不管你是在什麼樣的環境下成長，不管你有過

具。

也許是因為厚重的國仇家恨，華沙的兒女們，總是自帶

悲劇的愛國主義色彩，其中最為顯著的，便是蕭邦。蕭邦的華沙，華沙的蕭邦。華沙和蕭邦，無疑是互相成就的。一個

我的問題也漸漸有了答案，蕭邦的天才是偶然的，但是他

出生過後的波蘭，進入了百花齊放的沙龍時期，為他無邊界的

蕭邦音樂學院的孩子們，已經可以趕上天才的手速了。

和故國彼此的熱愛，讓波蘭珍視他的兒子，珍視鋼琴，珍視音

藝術思想，提供了成長最滋養的土壤。蕭邦客死異鄉過後，他樂，讓更多的年輕人，有條件也有機會站上更大的舞臺，於是，

1830 年，這位 20 歲的華沙少年決定去法國發展，他在東

走上藝術殿堂的頂峰的時候，波蘭爆發了 19 世紀最大的反對

孔，炸藥炸飛的地方，是對戰爭的大聲控訴。

的公平。

寫得奇快無比，只有他自己才能完美完成。一百多年過去了，

古城的房屋，都是新舊交替的，我到每一棟建築前，仔細

不光石料顏色深沉，有歲月痕跡，還有戰爭的加成，那些彈

什麼樣的經歷，不管你懂不懂，都會不分你我的被擊中，如此

到，恃才放曠的蕭邦，為了體現自己的精湛琴技，故意將曲子

歐已小有名氣，當時巴黎是世界藝術中心，檢驗是否是著名藝

的尋找舊時痕跡。其實，稍微一加指點便可分辨，舊的部分，

速抹淚，我拿起節目單張，上面寫著「Grave」（墳墓）。音

躡手躡腳走進去，還是被發現了，少年停下了手中的彈奏，抬

裡面的歷史故事，罄竹難書。所以，華沙一直在變，你的每一次造訪，都能收穫她的不同面貌。

我自認不是一個會欣賞鋼琴曲的人，在聽到一個樂章的時

身邊的女人關係的揣測。在建築最上面一層，還有他的死亡面

頭看了我一陣，埋頭繼續讓手指在黑白琴鍵翻飛起來。突然想

起來和其他歐洲老城無異，但是一旦比起年紀來，華沙老城

當中。

在這裡，你可以看到蕭邦人生中最後一架彈奏的鋼琴，他

在歐洲，幾乎所有的城市都有一個 old town（老城），

撫摸著動輒幾個世紀歷史的城牆即可。華沙，也有老城，看

小的格局，我們的場子大概坐了 20 人。三面圍著鋼琴家。燭

黃金鑄造的手安靜的擺在櫥窗中，他家裡的陳設，以及他和他

我去的時候，當天表演的少年正在進行演出前的最後彩排，我

對於遊客來講，感受歐洲風情，只需要把自己沉浸在老城，

華沙的蕭邦音樂會，也許是為了向這位向來只能開小專場

關於生平的視頻音訊講解，還會有一些玻璃小隔間，帶上耳

羅馬帝國燒盡古迦太基城，還有一次，就是德國納粹將波蘭首都華沙夷為平地。

個年輕人極大的壓力，他瘦弱的身體越發不能承擔了。

蕭邦的一生，濃縮在 17 世紀晚期奧斯特洛格斯基公爵下

1945 年 1 月，當蘇聯紅軍「解放」

以死，但是是在反抗過後，而不是像麻袋一樣被丟

太小了，坐在後排的觀眾壓根聽不到……」這樣的評價給了這

怎樣盛大綿長的紀念對蕭邦來說，都不為過。

令建造的一座巴羅克式宮殿當中，如今是蕭邦博物館。除了有

華沙的時候，華沙已經是一片廢墟。華沙，

過多人的鋼琴專場，第二天，報紙上這樣寫道：「蕭邦是很有

他生於 3 月 1 日，於是，在華沙，為了紀念這位花少的兒子，

有 140 萬人，二戰後，整個華沙剩下

不到 1000 人。

子的出生日期的時候，寫下了 2 月 22 日，但是蕭邦自己卻說，

一個又一個的「蕭邦」前赴後繼的站在了世人面前，用他們在黑白鍵上翻飛的手指，禮贊生命，慰藉心靈。蕭邦，是偶然，

術家，必須將自己扔進巴黎的名利場。當這位華沙的兒子逐步

更是必然。

俄國沙皇的起義，蕭邦是起義堅定的擁護者，然而起義被殘酷鎮壓，蕭邦作為「叛軍」，一方面，作為愛國民族音樂家，他更加著名，另一方面，他再也無法回到他熱愛的故鄉。他原本就不甚強壯的身體，如同風中燃燒的燭火一般，迅速銷蝕。他留下了這樣的遺願，我人不能回去，心臟必須歸根。

他去世前，他的姐姐從華沙趕到法國，把弟弟的心臟放到 77

M UTAI

JUL 2018

on the world map

HARMONY 和

MOUTAI Magazine

an all-round way and fully borrow a complete set of experience for intelligent logistics distribution system from Jingdong. Introduce

Jingdong's concept into Moutai, and use the most convenient way

茅台在全球

on the World Map

to quickly optimize the operation level and management concept of Moutai's logistics sector, as well as improve the management level of Moutai logistics. Moutai and Jingdong should speed up

the improvement of e-commerce platform, and should accelerate the process of financial cooperation.

(Wang Yuan)

李保芳赴京拜訪劉強東

Yang Jianjun received the certificate on behalf of Moutai Group 楊建軍代表茅台集團領取發佈證書

6 月 21 日，茅台集團公司董事長李保芳赴京拜訪京東集團董

事局主席兼首席執行官劉強東，雙方就進一步深化合作交換了意見，並一起參觀了京東集團位於北京市亦莊經濟開發區的總部大樓。

在劉強東的陪同下，李保芳一行察看了京東展館，瞭解京東的

創建歷史及當下的業務門類。在負責配送的無人機及智慧型機器人面前，李保芳饒有興致地詢問起配送的種種細節，劉強東就此介紹了京東在物流配送領域所進行的大膽嘗試與創新。在指揮中心，李

保芳在即時銷售大屏前駐足，詳細瞭解「京東 618 全球年中購物節」期間銷售情況，其中茅台位元列酒水榜單單元首位、習酒位居前五，李保芳對此頗為欣慰，並對酒行業的現狀及趨勢進行了分析與解讀。

Release certificate 發佈證書

Reports. Yang Jianjun (Deputy General Manager of Moutai Group)

李保芳明確表示：「茅台與京東的合作，不應限於在京東管道

attended the event and received a release certificate.

上的一瓶茅台酒，雙方需要探索更多維度、更大空間的合作。」並

The "Moutai Group 2017 Social Responsibility Report"

在合作形式上提出了四點——要實施全產品的銷售、全方位的合

was compiled according to the "GRI Sustainability Reporting

作：茅台集團包含各子公司在內的全線產品，只要消費者有興趣、 Li Baofang (2nd from left) and Liu Qiangdong (2nd from right) visited Jingdong's Exhibition Hall 李保芳（左二）在劉強東（右二）的陪同下參觀京東展館

Li Baofang Visited Liu Qiangdong in Beijing

Baofang stood in front of the big screen of real-time sales to learn

On June 21, Li Baofang (Moutai Group Chairman) went to

the Top Five in the alcoholic beverage list. Very pleased with the

more about the sales during the "Jingdong 618 Mid-Year Shopping Festival". Among the sales, Moutai ranked first while Xijiu entered

Beijing to visit Liu Qiangdong (Chairman and CEO of Jingdong

of the liquor industry.

and visited the headquarters of Jingdong Group in Beijing E-Town

Li Baofang made it clear that "the cooperation between Moutai

Economic Development Area.

and Jingdong should not be limited to the sales of Moutai liquor

visited the Jingdong Exhibition Hall to learn about the history

cooperation in more dimensions and larger space." For the form of

Accompanied by Liu Qiangdong, Li Baofang and his colleagues

through Jingdong channel, and the two sides need to explore

and the current business categories of Jingdong. In front of the

cooperation, Li Baofang put forward four proposals - Moutai and

drones and intelligent robots for distribution, Li Baofang inquired about various details of the distribution with great interest. Liu

in the field of logistics and distribution. In the command center, Li

Management, Economic Responsibility, Social Responsibility,

和管理理念，提升茅台物流管理水準；要加快改進電商平台；要加快金融合作進程。

Environmental Responsibility, and Report Postscript.

According to the "Moutai Group 2017 Social Responsibility

（王媛）

Report", in 2017, Moutai Group paid taxes of 24.98 billion RMB, handed in state-owned capital gains of 1.526 billion RMB, and increased 3,577 new employees. Kweichow Moutai Co., Ltd.

distributed profits of 8.526 billion RMB to shareholders. Moutai

Moutai Group Issued Social Responsibility Reports for Ten Consecutive Years

College officially enrolled students and Moutai Airport was

officially opened, actively conducting exchanges and mutual

learning, and promoting the healthy development of the region

On the afternoon of June 28, the 2018 CIAESR (Chinese

Industrial Associations & Enterprises' Social Responsibility)

are demanded by consumers and market, should be sold on the

Convention Center of Beijing, and 106 enterprises including

Jingdong platform. Moutai should optimize the logistics system in

Chairman's Speech, About Moutai, Social Responsibility

入茅台，用現在最便捷的方式，迅速優化茅台物流板塊的運營水準

Jingdong implement all-product sales and all-round cooperation: All series of Moutai Group and its subsidiaries, as long as they

Qiangdong introduced Jingdong's bold attempts and innovations

for Industries of China (2nd Edition)". It included seven parts:

鑒京東一整套全封閉的智慧化物流配送體系經驗，把京東的理念引

results, Li Baofang also analyzed the current situation and trends

Group). The two sides exchanged views on further cooperation

Guidelines (2006 G3)" and the "Guidelines on Social Responsibility

有市場的都應該上京東的平台銷售；要全面優化物流體系，充分借

and industry.

In terms of targeted poverty alleviation, in 2017, Moutai

Reports Release Conference was held in the China National

accumulatively arranged poverty alleviation funds of 200 million

Moutai Group released their 2017 Corporate Social Responsibility

as surrounding counties and cities to develop their economy,

RMB to help Daozhen, Wuchuan, Danzhai, and Renhuai as well

M UTAI

JUL 2018

on the world map

directly lifting tens of thousands of people out of poverty; Moutai

up 179 places. Compared with the "No. 1253 place" in the list a

HARMONY 和

MOUTAI Magazine

coordinated the province's road funding support, Huagui Life

decade ago, Kweichow Moutai has moved up 785 places.

the three-year poverty alleviation program in the "Moutai·National

excellent sales performance of 8.54 billion USD in the previous

中國中產階級的大量崛起和政府出台鼓勵消費的相關政策。報告中

a total of 9 billion RMB in such aspects as donating to schools,

2017 was 142.4 billion USD, 53 billion USD higher than the global

味無窮，滿足廣大消費者的不同愛好，這一點與同業相比有明顯差

"Warm Insurance" and other helping projects. Moutai launched

This significant promotion in the ranking owed to Moutai's

Pillar" Action. Since the "12th Five-Year Plan", Moutai has invested

year. According to the ranking, Kweichow Moutai's market value in

subsidizing the needy, providing disaster relief, protecting

listed liquor giant Diageo (272nd in the ranking).

environment, promoting agriculture, and improving infrastructure.

貴州茅台首次入選福布斯全球上市公司前 500 強

茅台集團連續十年發佈社會責任報告

6 月 7 日，美國《福布斯》雜誌發佈 2018 年「全球上市公司

2000 強」排行榜（ForbesGlobal2000），貴州茅台再次蟬聯中國

6 月 28 日下午，2018 中國工業行業企業社會責任報告發佈會

食品飲料上榜企業首位。

在北京國家會議中心舉行，集中發佈包括茅台集團在內的 106 家

在全球上市公司 2000 強名單中，貴州茅台排名第 468 位，首

企業的 2017 年度社會責任報告。茅台集團副總經理楊建軍參加活

次進入該榜單全球前 500 強陣營。對比 2017 年度榜單成績「第

動並領取發佈證書。

國工業企業及工業協會社會責任指南（第二版）》為標準編制，內任、環境責任、報告後記等 7 個部分。

上交稅金 249.8 億元，上交國有資本收益金 15.26 億元，新增從業

人員 3577 人，茅台酒股份公司向全體股東共分配利潤 85.26 億元。茅台學院正式招生，茅台機場正式通航，積極開展交流互鑒，推動在精准扶貧方面，2017 年，茅台累計安排扶貧資金 2 億元，

Kantar Millward Brown released the ranking of "BrandZ Top 100

動三年公益計畫。「十二五」以來，茅台共出資 90 億元用於捐資

of 32.113 billion USD and the 3rd fastest increase rate in value,

Most Valuable Global Brands 2018" in London. With a brand value Moutai ranked 34th in the world, greatly moving up 30 places.

助學、扶貧濟困、義賑救災、環境保護、扶農興農以及支援地方政

According to the report, the value increase of Chinese brands,

府改善基礎設施建設等。

including Moutai, mainly benefited from China's rising middle

class and government's policies to encourage consumption. The

report also mentioned, "Moutai was well positioned because of

Kweichow Moutai was Selected in Forbes' Top 500 Public Companies for the First Time

the brand's premium stature and efforts to broaden its reach. The

steep value increase of Moutai demonstrates the brand's ability

to understand and meet the needs of Chinese consumers. That

increase elevated Kweichow Moutai Company Ltd. to the world's

On June 7, the "Forbes" magazine released the 2018's list of

highest-valued liquor company."

"Forbes Global 2000" (the World's Largest Public Companies), and Kweichow Moutai once again ranked first among Chinese food

茅台位列 BrandZ 全球品牌價值百強榜

and beverage enterprises in the list.

34 位增速全球第三

In the Global 2000 list, Kweichow Moutai ranked 468th, entering

5 月 29 日，全球最大的傳播集團 WPP 和凱度華通明略於英國

the world's top 500 camp for the first time. Compared with the

倫敦發佈了「2018 年 BrandZ 全球品牌價值 100 強」排名。茅台

"No. 647 place" in 2017's list, Kweichow Moutai has greatly moved 80

中國與法國作為世界名酒主產國，各自擁有像貴州茅台酒與科

要原因。」

涅克白蘭地這樣的世界級品牌，無論是酒文化還是酒類市場都高度繁榮。此次專家記者團的到訪，一方面將為法國乃至西方國家消費者深度認識茅台、喜愛茅台發揮重要作用，另一方面也能促進中法

French Liquor Experts and Reporters Visited Moutai Group

兩國酒文化的融合及互鑒。「希望大家對茅台酒的歷史、文化、工藝、品牌多宣傳、多推廣，讓更多的法國人瞭解茅台、欣賞茅台、愛上茅台」，楊建軍在講話中對來訪團一行表示歡迎。

On June 11, a delegation of French liquor experts and reporters

訪談中，楊建軍、王崇琳向來訪團一行詳細介紹了茅台酒釀造

Chairman), Yang Jianjun (Deputy General Manager of Moutai

人口數萬人；統籌安排全省「組組通」公路資金定向支持、華貴人壽「溫暖保險」等幫扶項目；「國酒茅台 · 國之棟樑」圓夢行動啟

公司副總經理王崇琳與法國專家記者團一行座談。

異，而這亦是茅台能夠成為全球最具品牌價值的白酒企業的一個重

過榜上第 272 位的全球酒類上市公司龍頭帝亞吉歐（DIAGEO）530

On May 29, the world's largest communications group WPP and

幫助道真、務川、丹寨、仁懷及周邊縣市發展經濟，直接減少貧困

公司董事長李保芳委託，茅台集團公司副總經理楊建軍、茅台股份

出口戰略規劃、品牌推廣及產品設計等方面進行深入發掘。此外，

Moutai Ranked 34th in BrandZ Top 100 Most Valuable Global Brands

地方和行業健康發展。

方專家媒體記者的獨特視角解讀茅台，宣傳報導茅台。受茅台集團

還提到：「受訪者認為茅台的產品和服務獨一無二，酒香醇厚，回

此次排名大幅提升，得益於上一年度的銷售為 85.4 億美元

億美元。

《茅台集團 2017 年社會責任報告》指出，2017 年，茅台集團

近距離接觸中國貴州茅台，深入體驗茅台的品牌和文化魅力，以西

and publicize Moutai from the unique perspective of Western

的優秀業績。榜單顯示，貴州茅台 2017 年市值 1424 億美元，超

容包括董事長致辭、關於茅台、社會責任管理、經濟責任、社會責

6 月 11 日，法國酒類專家記者團一行到茅台集團交流訪問，

報告指出，包括茅台在內的中國品牌價值的提升，主要得益於

工藝、歷史文化、企業概況、品牌建設以及外貿出口等情況。來訪

單的排位「第 1253 位」，則上升了 785 位。

可持續發展報告（2006G3 版）指南》、中國工業經濟聯合會《中

30 位，品牌價值增速位列全球第三。

visited Moutai Group to get close contact with Moutai, deeply

647 位」而言，貴州茅台排名大幅提升了 179 位；對比十年前該榜

《茅台集團 2017 年社會責任報告》以全球報告倡議組織《GRI

法國酒類專家記者團到訪茅台

以 321.13 億美元的品牌價值位居全球第 34 名，排名一舉飆升了

experience Moutai's brand and cultural charm, as well as interpret

專家記者們就茅台酒的地理保護標誌產品、文化及經濟屬性、外貿

expert media reporters. Entrusted by Li Baofang (Moutai Group

來訪團一行還參觀了包裝車間、勾貯車間酒庫等地，親身體驗茅台酒神秘、獨特的釀造工藝和歷史文化。

Group) and Wang Chonglin (Deputy General Manager of Moutai Co., Ltd.) held a discussion with the delegation.

（王柱）

China and France, as the world's leading liquor producing

countries, each has world-class brands such as Kweichow Moutai

and Cognac. Both the liquor culture and liquor market are

highly prosperous. This visit of the delegation not only played

an important role for consumers in France and even Western countries to deeply understand Moutai and love Moutai, but also promoted the integration and mutual learning of the liquor culture between China and France. "I hope that everyone will publicize

and promote the history, culture, technique, and brand of Moutai liquor, and lead more French people to know Moutai, appreciate

Moutai, and love Moutai," Yang Jianjun welcomed the visiting

delegation in his speech.

During the discussion with the delegation, Yang Jianjun

and Wang Chonglin introduced in detail the making technique, history, culture, enterprise profile, brand building, and export

Moutai Participated in Bulgaria's Asian Festival

of Moutai liquor. The visiting experts and reporters conducted

in-depth exploration on various aspects of Moutai liquor, such

On May 12, the 2nd Asian Festival of Bulgaria was held in the

as geographically representative product, culture, economic attributes, export strategic planning, brand promotion, and

capital Sophia. 14 Asian countries including China, Japan, Saudi

packaging workshop, blending workshop, and liquor storehouse

of China, Moutai's I/E company and Bulgarian distributor J&M

Arabia, and Pakistan participated in the festival. As a representative

product design. In addition, the delegation also visited the

participated in the festival and won unanimous praise.

to experience the mysterious and unique making technique,

history, and culture of Moutai liquor.

Bulgarian President Roumen Radev, Chinese Ambassador to

(Wang Zhu)

Bulgaria, and ambassadors of other participating countries as well 81

M UTAI

JUL 2018

on the world map

HARMONY 和

MOUTAI Magazine

as politicians and celebrities from all walks of life attended the

克就市場合作推廣、價格體系建設等具體事項進行了交流發言。對

and the booths of various countries were splendid. More than

與會人員還現場品嘗了酒心巧克力樣品，並給予了高度評價。

cultural festival. The theme of the festival was "Colors of Tradition"

外投資公司負責人彙報了茅台集團與瑞方企業前期溝通交流情況。

（尚鈺淞）

10,000 locals and foreign tourists were attracted to the event and fully appreciated the Asian culture.

At the event site, Moutai set up the largest booth of this Asian

Moutai Participated in the Polagra Food Fair

Festival, allowing participants to fully understand the unique Jiang fragrance from China and spreading the classical and

refined Eastern flavor. Bulgaria's best bartenders made various

An Huailun Surveyed the Macau Market

From May 4 to 11, invited by CADA (China Alcoholic Drinks

flavored Moutai cocktails and were enthusiastically welcomed by

Association), Moutai, Wuliangye, Yanghe, Luzhou Laojiao, Fenjiu,

consumers. (Moutai Global)

and other famous Chinese baijiu brands went to Poland to

茅台香飄保加利亞亞洲文化節

On July 3, An Huailun (Chairman and General Manager of

participate in the Polagra (Poznan) International Food Fair and

Guizhou Moutai Chiew I/E Co., Ltd.) and Xu Jianfang (General

abroad together for China's baijiu brands. Wang Chonglin (Deputy

Macau market.

survey the Polish baijiu market, taking the first step of going

保加利亞第二屆亞洲文化節於 5 月 12 日在首都索菲亞舉辦，

包括中國、日本、沙烏地阿拉伯、巴基斯坦等在內的 14 個亞洲國

Manager of Hong Kong Moutai Trading Co., Ltd.) surveyed the

General Manager of Moutai Co., Ltd.) led a group of relevant

家參加了文化節活動。茅台進出口公司聯手茅台保加利亞經銷商

In the store of a local Moutai distributor, various alcoholic

personnel from Moutai's I/E company, sales company, and Paris

J&M 公司作為中國代表參加活動，並贏得到場者一致稱讚。

保加利亞總統 Roumen Radev 先生，中國駐保加利亞大使和

其他參展國大使，以及社會各界名人政要均受邀出席了該文化節活

scale of the project should be specified and submitted as soon as

超過一萬名當地人和外國遊客被吸引到場，並充分領略到亞洲文化

relevant departments of Moutai Group should go all out to serve

possible to Moutai Group's board of directors for decision-making;

動。此次文化節以「傳統的色彩」為主題，各國展位元異彩紛呈，

well and jointly promote the implementation of the project.

的風采。

At the meeting, Liu Zhanyan briefly introduced the Swiss

活動現場，茅台設立了此次亞洲文化節最大的展位，讓參會人

員最大限度地瞭解來自中國獨特的醬香韻味，傳播古典精緻的東方

national conditions and the Swiss enterprise profile. Director for

雞尾酒，受到了消費者的熱烈追捧。

of Camille Bloch talked about the specific issues such as market,

the Business Development and International Client Department

氣息。保加利亞當地最好的調酒師現場調製的多種口味濃郁的茅台

cooperation, promotion, and price system construction during

（茅台國際）

the discussion. Director of Moutai Foreign Investment Co., Ltd.

reported the progress of preliminary communication between

Moutai Planned to Cooperate on the "Liqueur Chocolate" Project

Moutai Group and Camille Bloch. Participants also tasted liqueur samples and highly praised them.

On May 25, Yang Jianjun (Deputy General Manager of Moutai

Group) discussed with Liu Zhanyan (Executive Director of the

(Shang Yusong)

茅台擬與瑞企合作「酒心巧克力」項目

Euro-Sino Enterprises Association) at Maoyuan Hotel. The two sides talked about the cooperation project between Camille

5 月 25 日，茅台集團公司副總經理楊建軍與歐中企業聯合會

Bloch (a Swiss enterprise) and Moutai Group for producing liqueur

執行董事劉展言在茅園賓館舉行座談，就瑞士企業卡米耶 · 布洛克

Yang Jianjun said that Moutai Group attached great importance

楊建軍表示，茅台集團很重視此次與瑞方企業的合作。接下來

(chocolate with liqueur filling).

公司與茅台集團關於酒心巧克力的生產合作專案事宜進行洽談。

beverages from all over the world were displayed in different

trading company to survey the market and participate in the fair.

containers. These commodities varied with price to meet different

At the food fair, in order to achieve the best results, Moutai's

needs of all levels. Moutai's iconic white porcelain bottles were

exhibition team carefully prepared the booth and spread Moutai

placed on the more conspicuous shelves in the store.

culture to consumers from all over the world. This fair kicked off

An Huailun and his colleagues talked with distributors in

the promotion of Chinese baijiu in the Eastern European market

the store. They asked in detail about Moutai's price, consumer

together.

of Moutai liquor in various angles. Although Macau is a special

and marked a solid step for China's baijiu brands to go abroad

preferences, and market trends, investigating the terminal sales

During the fair, Wang Chonglin led a team to survey the Warsaw

administrative region, just as other mainland compatriots, local

and Poznan liquor markets in Poland. He had obtained detailed

residents had the same feeling for Moutai. Local distributors said

research results on the scale, consumption habits, channel

that many Macau consumers loved Moutai as much as foreign

network, and production technique of the Polish spirits market.

liquor. Many high-end consumers regarded Moutai as their first

This effective exploration for China's baijiu to enter the European

choice when banqueting guests.

market had gained valuable market experience for China's baijiu brands to go abroad together.

心系澳門，把握市場

茅台酒進出口公司董事長安懷倫考察澳門市場

茅台考察波蘭市場並參加波茲南國際食品展

7 月 3 日，貴州茅台酒進出口有限責任公司董事長、總經理安

5 月 4 日至 11 日，應中國酒業協會邀請，茅台與五糧液、蘇

酒集團、瀘州老窖、汾酒等中國白酒知名品牌企業共赴波蘭，參加

懷倫攜同貴州茅台酒廠香港貿易有限公司總經理徐建方等人對澳門

一步。茅台股份公司副總經理王崇琳率進出口公司、銷售公司、茅

在澳門當地的茅台酒經銷商店鋪內，產品種類琳琅滿目，高低

市場進行了調研。

波茲南國際食品展並考察波蘭白酒市場，邁出中國白酒組團出海第台巴黎貿易公司等單位相關人員組團考察並參展。

不同的貨櫃陳列擺放著來自世界各地的酒水飲料。商品價格也從低性的白瓷酒瓶被擺放在店內較顯眼的貨架上。

到高，豐富多樣，能夠同時滿足各個階層的不同需要，茅台酒標誌

在波茲南國際食品展上，為取得最佳展示效果，茅台參展團隊

to the cooperation with the Swiss enterprise. In the following

的工作中，建議雙方共同成立工作組，充分調研市場，結合巧克力

精心準備展台，向來自全世界的消費者宣揚茅台文化。此次參展，

working group to fully survey the market, combine chocolate

討更加有利於兩家企業發展的盈利模式；建議明確引領模式，研究

此邁出了堅實的一步。

價格情況、消費者喜好及市場走勢，多角度多方位調研茅台酒的終

公司相關部門要全力以赴做好服務工作，共同推動專案落地落實。

市波茲南酒類市場，在波蘭烈性酒市場規模、消費習慣、管道網路、

胞一衣帶水，同樣對國酒茅台有著特殊的情感。當地經銷商說，許

米耶 · 布洛克公司業務發展與國際客戶部門負責人克雷姆塞 · 沃爾

市場的有效探索，為中國白酒抱團出海獲取了寶貴的市場經驗。

work, he suggested that the two sides should jointly set up a

文化與白酒文化，尋找突破口；建議進一步深化合作關係，共同探

culture and liquor culture, and find a breakthrough; the two sides

專案所需資金、規模等，儘早提請集團公司董事會決策；建議集團

should further deepen the cooperation and jointly explore the

profit model that was more conducive to the development of both

會上，劉展言對瑞士國情和瑞方企業概況進行了簡要介紹。卡

enterprises; the guide model as well as the required capital and

安懷倫一行來到店內與經銷商親切交談，詳細詢問了茅台酒的

為中國白酒在東歐市場的推廣拉開了序幕，中國白酒抱團出海也因

端銷售情況。澳門雖然是中國的特別行政區，但當地居民與大陸同

活動期間，王崇琳率隊考察了波蘭首都華沙及經濟貿易重要城

多澳門消費者對茅台的喜愛不亞於漂洋過海來的洋酒，許多高端消

生產工藝等方面取得了較為詳實的調研成果，是中國白酒進駐歐洲

費者宴請賓客時都會將茅台視作首選。 83

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