On October 10, the 21st China International Alcoholic Beverages Expo (hereinafter referred to as the "Wine Expo"), hosted by the China Alcoholic Drinks Association, officially opened in Shanghai. This year's expo, themed "World Famous Wines, Sharing Glory," brought together global famous wine enterprises, industry experts, and other stakeholders to discuss development trends and promote innovation and growth in the famous wine industry. Among the exhibitors, China Resources Beer presented its ultra-premium product "Li" at the venue, with an ingenious Chinese-style design that pays tribute to China's millennia-old brewing culture, showcases the beauty of Chinese famous wine collections, and helps Chinese brewing gain global recognition.
Entering the New World
A New Anchor for High-Quality Development of Chinese Beer
Song Shuyu, Chairman of the China Alcoholic Drinks Association, pointed out that against the backdrop of consumption shifts and demographic changes, consumers' demands for quality, health, and cultural connotations are continuously rising. Meanwhile, the widespread application of digital and intelligent technologies presents unprecedented challenges and opportunities for the industry's transformation and upgrading. Hou Xiaohai, Chairman of China Resources Beer, shared in the "Leaders' Talk" session: "Only enterprises that can navigate through different economic, industrial, and consumption cycles can become truly renowned companies. Whether it's the beer industry, the baijiu industry, or consumption patterns and trends, we have all entered a new development cycle. This cyclical overlap poses enormous challenges for industries and enterprises, but also harbors tremendous opportunities." How can enterprises navigate through different cycles? Hou Xiaohai believes that it starts with corporate transformation. Over the past 8 to 9 years, China Resources Beer has implemented a "3+3+3" strategic plan, achieving a shift from scale expansion to high-end product development, and from inefficient management to efficient management. This transformation has not only strengthened the company's competitiveness but also enabled it to navigate through industrial and consumption cycles, achieve sustained growth, and become a world-class enterprise. Embracing the "New World," Hou Xiaohai also shared the core anchors for high-quality development of Chinese beer, namely: high-quality business growth, high-quality product quality and services, high-quality production and supply efficiency, high-quality intelligence levels, high-quality operations, and high-quality ecological development models. Hou Xiaohai believes that the core of high-quality development lies in high-quality business growth, which includes pursuing higher standards, greater efficiency, and better services in areas such as branding, product quality, and services. At the same time, with the advancement of technology and intelligence, corporate operations and production have undergone significant changes. In today's trend toward refined operations, operational efficiency and quality are crucial for long-term corporate development. "An important engine for high-quality development is premiumization," Hou Xiaohai added. Premiumization is not just about raising product prices; it is also about enhancing quality, product standards, consumption levels, and consumption scenarios. The premiumization and value enhancement of Chinese beer have not only remained unchanged but will become more enduring, accompanied by deeper transformations, moving toward a second phase characterized by value, experience, personalization, and consumption scenarios. Hou Xiaohai concluded: "We are entering a better era, and we are in the best industry, so we must remain confident and we will surely have the brightest future!"
Rituals Achieved Through "Li"
China Resources Beer Showcases the Beauty of Chinese Brewing Culture
Cultural value is the embodiment of the industry's core value, and Chinese beer is rich in traditional culture. As a leading enterprise in China's beer industry, China Resources Beer has been committed for thirty years to bringing China's long-standing beer culture to the world through its unique cultural brewing philosophy and brand-building approach. At this year's Wine Expo, China Resources Beer created the "Rituals Achieved Through Li" exhibition area, paying tribute to China's millennia-old brewing culture and disseminating China's profound brewing craftsmanship. Among the highlights, the ultra-premium products "Li" and "Nong Li" made stunning appearances, with their Chinese-style designs and various experiences incorporating traditional Chinese cultural elements, attracting many visitors to stop, taste, and explore the ancient and authentic in the antique-style exhibition area, experiencing the Chinese cultural ritual story of "Rituals Achieved Through Li" and the unique richness and elegance of Eastern famous wines. To support the inheritance and innovation of Chinese brewing culture, China Resources Beer closely follows market trends, not only launching products that represent Chinese style and national trends but also further promoting Chinese famous wines to the world through personalized exhibition areas and diversified marketing methods, showcasing the cultural beauty and collection value of Chinese brewing. Additionally, Jinsha Wine also presented its products, including the Zhuyao series and Jinsha Huisha Real Vintage series, at the Wine Expo, inviting people from all walks of life to taste and enter the new world of mellow and soft sauce-flavored baijiu. The exhibition area also featured experiences such as lacquer fan crafting, allowing people to appreciate the beauty of Chinese brewing culture in diverse ways through the inheritance of intangible cultural heritage.
Helping Polish the "Capital of Chinese Beer" Title
Let Chinese Famous Wines Fragrance the World
At this year's Wine Expo, the ceremony for awarding the title of "World Famous Wine Characteristic Region" was held. Shenyang, as an important production base and the birthplace of China Resources Beer, was awarded the title of "World Famous Wine Characteristic Region · Capital of Chinese Beer" by the China Alcoholic Drinks Association, in recognition of its outstanding beer industry foundation and profound cultural heritage. In response, Li Gang, Vice Mayor of Shenyang, stated, "Without brewing, without production, there would be no fine wine. It was precisely because China Resources Group incorporated Shenyang's long-standing Snow brand into the group in 1993 that this great Chinese beer brand was born." Shenyang's receipt of the "Capital of Chinese Beer" honor is also a recognition of the development of beer enterprises in Shenyang, such as China Resources Beer. As a leading enterprise in China's beer industry, China Resources Beer will continue to anchor on high-quality development and help Chinese famous wines fragrance the world. In the future, China Resources Beer will aim to become a world-class enterprise, continuously improving product quality and service levels, promoting industrial upgrading and innovative development, and making greater contributions to the development of China's beer industry. At the same time, China Resources Beer will continue to strengthen exchanges and cooperation with global famous wine enterprises to jointly promote the prosperity and development of the world famous wine industry.