李靜仁視頻對話Brand Z總裁:惟酒出色,品牌價值才有根基

醬酒
酒業家團隊  ?  1天前   原創
茅臺要以世界眼光,進一步強化品牌建設,進一步深化品牌個性,進一步提升品牌在全球范圍內的影響力。



6月30日,2020年BrandZ最具價值全球品牌100強排行榜發布,茅臺位列全球價值增速最快的品牌第一名,以537.55億美元的品牌價值,從2019年的35位快速晉級第18名。

凱度集團BrandZ全球總裁王幸

榜單發布前,茅臺集團副董事長、總經理李靜仁,在茅臺視頻對話凱度集團BrandZ全球總裁王幸。

李靜仁在茅臺視頻對話王幸

1

王幸:茅臺品牌價值保持高速增長,背后的驅動因素有哪些?

Question 1: Moutai has maintained a high brand value growth, what are the driving factors behind this ?

李靜仁:在回答問題前,我想代表茅臺人,對Brand Z表達衷心感謝。你們是來自國際第三方的客觀視覺,從品牌的角度見證了茅臺的成長。從這個意義上說,你們也是茅臺前行道路上的珍貴伙伴。我們會加倍努力,給全球商業同行貢獻更多有價值的分享。

Answer: Before answering your question, I would like to express my sincere thanks to Brand Z on behalf of the Moutai people. For Moutai, you are from an international third party in the objective perspective. You have witnessed the growth of Moutai from branding perspectives. In this respect, you are also a very precious partner to accompany Moutai moving forward. We will redouble our efforts to contribute more valuable sharing to global business peers.

近幾年,茅臺品牌價值逐年提高,進入優質增長的快速通道。在這后面,有幾個因素值得關注:

In recent years, the brand value of Moutai has increased year by year, and it has entered a fast path to high-quality growth at an even higher level. Behind this, several factors deserve attention:

第一、茅臺“硬核”的質量標準,是品牌價值最關鍵的因素。即使在世界范圍內,茅臺酒也屬于品質最好的蒸餾酒之一。與世界上很多知名烈酒一樣,茅臺首先成長于一個有特殊土壤、特殊氣候、特殊地形的地區,同時擁有一整套復雜、嚴苛、漫長的釀造工藝,從原料準備、釀造到產品出廠,要經過 30 道工序、165 個工藝環節。每一滴茅臺酒,需要長時間的存放,也需要工人和技師反復調配,至少經過5年時間,才能裝瓶出廠。釀制茅臺的原料高粱,也是獨一無二的,只分布在茅臺所在的仁懷等地,產量不大。它的皮較厚、多種營養物質更豐富,適合茅臺多次蒸餾的工藝要求。

Firstly, Moutai's "hard core" quality criteria are the most critical factors in its brand value. Even we compare globally, Moutai is still considered to be one of the best distilled spirits. Like many well-known spirits in the world, Moutai first grew up in a region with special soil, special climate and special terrain. At the same time, it has a complex, strict and long making process, from raw material preparation, brewing and feeding to product delivery. It has to go through 30 processes and 165 technological procedures. Each drop of Moutai liquor requires long-term storage, and it also requires many experienced workers and technicians to repeatedly prepare and brew, and it takes at least 5 years before it can be bottled for sale. The sorghum ,raw material for brewing Moutai, is also unique, only produced in Renhuai and other places near where Moutai is located,with limited output. Its thick skin and rich nutrients are suitable for multiple distillation process requirements of Moutai.

為了保證品質和口感,我們不僅培育了一支優秀的工匠隊伍、一支出色的釀酒工程師團隊,還擁有了全球先進的釀造分析設備和數據檢測體系。茅臺相信,只有釀造全世界最出色的酒,才是品牌價值增長最堅實的基礎。

In order to ensure the quality and the taste, we have not only buiilt up a team of excellent craftmen and a team of the best liquor-making engineers, but we also have the world's most advanced distillation analysis equipment and data detection system. Moutai believes that you can lay the strongest foundation for brand value growth only if you produce the best liquor in the world.

第二、中國市場的容量與空間,是為茅臺提供了最為強大的支撐。

Secondly, the capacity and space of the Chinese market provide the most powerful support for Moutai to grow.

在中國,很多產業都有一個特殊的現象,這就是:能在中國做到第一,就有可能在全球也會做到第一。四十多年來,中國的改革開放和經濟崛起,培育了一個擁有超過十三億人口的超大規模市場——你如果能生產出受人喜愛、認可的產品,那一定會獲得巨大的成長空間。

In China, there is a special phenomenon in many industries: if you can be the best in China, it is possible that you may also become the best in the world. For more than four decades, China's reform and opening-up and economic rise have nurtured a super large market with more than 1.3 billion people —— If you can produce product which is popular and well recognized, you will certainly gain a huge space for growth.

從這個意義上講,茅臺有幸成長于一個最具活力的市場,也有幸成長于一個開放包容的經濟環境。前者,給了我們成長的力量,后者則讓我們能有機會,向可口可樂、帝亞吉歐等優秀企業學習。

In this regard, Moutai is fortunate to have grown in one of the most dynamic markets, and an open and inclusive economic environment. The former gives us the strength to grow, while the latter provides us the opportunity to learn from excellent peer companies such as Coca-Cola and Diageo.

第三、文化共識與協同,為茅臺的進步增強了重要的基礎。

Thirdly, cultural consensus and synergy have strengthened the important foundation for Moutai to make further progress.

茅臺所在的赤水河流域,是最近幾年全球烈酒市場最活躍的產業帶。過去十年,中國消費者的口感,因為醬香型白酒更好的品質、更好的飲酒后的體驗,而慢慢改變。尤其是最近五年,以茅臺為龍頭的醬香型白酒,在中國烈性酒市場成為潮流。越來越多企業,開始生產這種工藝更加復雜、成本更高的白酒,讓醬香型白酒的粉絲也越來越多。

The Chishui River Basin, where Moutai is located, is the most active industrial belt in the global spirits market in recent years. Over the past decade, the taste of Chinese consumers has gradually changed due to the better quality of sauce-flavored baijiu and its better experience after drinking. Especially in the past five years, sauce-flavored baijiu led by Moutai has become increasingly popular in the Chinese spirits market. More and more companies in the industry have begun to produce this kind of baijiu with more complex processes and higher cost, which attracts more and more consumers to be in favor of sauce-flavor baijiu.

最近兩年,我們啟動“文化茅臺”戰略,希望在全球化格局下,以國際視野化和世界眼光來塑造企業形象和氣質,給不同文化背景下的消費群體,帶來特殊的文化體驗。不久前,我們還出面動員邀請另外六家同行,在茅臺簽署世界醬香型白酒核心產區企業共同發展宣言,要為赤水河沿岸產區的成長,營造更好的條件、制定更嚴的標準、樹立更好的聲譽、承擔更多的責任。我相信,隨著合作的深入,茅臺的品牌影響力,將會贏得更多機會和空間。

Since two years ago, we have been implemeting the "Cultural Moutai" brand strategy, hoping to shape the corporate image and temperament with international perspective and world vision under the globalization pattern, and to offer a special cultural experience to consumer groups with different cultural backgrounds. Not long ago, we also mobilized six other peer companies to sign the Joint Development Declaration of Enterprises in the World Sauce-flavor Liquor Core Production Area, making commitments that we will create better conditions, set stricter standards, establish a better reputation, and undertake more responsibilities for the growth of the production areas along the Chishui River. I believe that with the deepening of such synergy, Moutai's brand influence will win more opportunities and broader spaces.

2

王幸:茅臺具有深厚的文化內涵和悠久的歷史淵源,請給我們簡單介紹一下這方面的內容?

Question 2: Moutai has a profound cultural connotation and a long history, please give us a brief introduction in this aspect?

李靜仁:茅臺釀酒的歷史非常悠久,根據本地出土的文物推斷,早在兩千多年前,這一帶的人們,就已經開始了早期的釀酒活動。

Answer: Moutai has a long history of liquor making. According to the cultural relics unearthed locally, it is inferred that as early as more than two thousand years ago, people in this area had already begun liquor-making activities.

茅臺鎮在70多年前,是重要的鹽運碼頭。這里也聚集了不少財富,給釀造成本很高的早期茅臺酒,創造了重要條件。茅臺鎮緊挨著赤水河,在蒸汽機進入中國內地之前,貨物從這里出發,可以沿著赤水河下達長江,直達上海。

Moutai was an important salt terminal 70 years ago and hence wealth was accumulated here,which created an important condition for high cost Moutai liquor making. Moutai Town is just next to the Chishui River, before the steam engine was introduced into the inland of China, goods from here were shipped along the Chishui River to the Yangtze River, and directly arrived in Shanghai.

這里和波爾多等名酒產業帶的誕生相似,有悠久的釀酒傳統,也有合適的氣候和地理環境,再加上足夠多的消費需求,以及相對便利的交通條件,為后來茅臺酒的成型、壯大,打下了重要的歷史基礎。

Here in Moutai, the background is similar to that of the birth of some famous wine industry belts such as Bordeaux. It has a long liquor-making tradition, a suitable climate and geographical environment, coupled with sufficient consumer demand and a relatively convenient transportation location. All these have laid an important historical foundation to shape and grow Moutai liquor gradually.

一個產品要有大的品牌影響,其背后除了優質的產品與服務,還應有厚重的歷史傳承和極強的創新能力。茅臺是一家傳統的東方企業,是我們的歷史與人文,塑造了這瓶酒的形象與個性。我們感謝前人持續不斷的付出,更感謝中國的快速發展,給了我們最好的展示空間。

For a product to have a great brand influence, in addition to the quality of products and services, it should also have a rich heritage and profound history as well as a strong ability to innovate. Moutai is a traditional oriental enterprise, it is our history and culture heritage, that has been shaping the image and personality of this bottle of liquor. We thank our predecessors for their continuous efforts, we owe even more to the rapid development of China, which provides us with the best display space.

3

王幸:當很多白酒品牌打價格戰、走大眾市場,茅臺堅持高端定位,不斷投資品牌、獲得價值的積累,茅臺為何要堅持高端定位策略,您認為收獲如何?

Question 3: When many liquor brands fight price wars and go to the mass market, Moutai keeps its position towards high-end market, and continues to invest in brands and gains value accumulation. Why does Moutai adhere to the high-end positioning strategy? What do you think of the results?

李靜仁:我們理解的高端,更多是聚焦于品質。我們從1951年開始,從農業社會的小作坊向現代工業企業轉型時,一年的產能只有70多噸,企業年收入換算下來不到一萬美金。

Answer: The high-end , as we understand, is more focused on quality. From 1951, when we transformed from a small workshop in agrarian society to an enterprise in modern industry, the annual production capacity was only above 70 tons, and the annual revenue was converted to only more than ten thousand US dollars.

所以不了解茅臺歷史的人很難想象,我們花了半個多世紀時間才走到今天,成為全球市值第一的烈酒公司。不管經營業績怎樣,價格戰,從來都不是茅臺的選項。

So, people who don't know the history of Moutai can hardly imagine that it took us more than half a century to come to this day and become the world's largest liquor company by market value. From our experience, no matter what the operation results would be , the price war has never been an option for Moutai.

在我們眼里,不管茅臺的消費者來自農村還是城市,來自中國還是歐洲,只要購買了茅臺酒,就是我們最珍貴的客人。我們所要做的,就是保證消費者喝茅臺時,能夠留下美好的記憶、難忘的口感,以及特殊的文化體驗。

In our eyes, whether you come from a rural area or from a city, whether you come from China or Europe, as long as you buy Moutai, you are our most precious clients. All what we have to do is to ensure that when consumers drink Moutai, they will have a beautiful memory, an unforgettable taste, and a special cultural experience.

這就是為什么我們要花這樣大的成本,在不同國家做品牌文化的推廣工作;這也是為什么,我們要苦心改進服務,讓更多人能夠便捷地買到茅臺酒。

This is why we have spent a huge amount of cost to promote brand culture in different countries; this is why we have to work hard to improve the service so that more people can easily buy Moutai liquor.

但是,茅臺的產能,受自然生態環境和出廠周期的限制,不能滿足所有人的購買愿望。市場的強烈需求,也提醒我們時常反思自己的不足——茅臺要竭盡全力,借鑒全球優秀烈酒企業的經驗,讓茅臺的消費者能夠獲得更好的消費體驗。

However, the production capacity of Moutai is limited by the natural ecological environment and ex-factory cycle, and cannot satisfy everyone's purchase demands. Strong demand for Moutai in the market also reminds us often to reflect our own shortcomings--we must do our best to learn the good practices from the world's best spirits companies, so that the consumers of Moutai can enjoy an even better experience.

4

王幸:茅臺品牌對您本人意味著什么,您認為茅臺和其他白酒品牌的區隔在哪里?茅臺集團如何不斷建設、發展和增強自身的品牌?

Question 4: What does the Moutai brand mean to you personally, and what do you think is the differentiator between Moutai and other liquor brands? How does Moutai Group continue to build, develop and enhance its own brand?

李靜仁:經過數十年的發展,茅臺品牌已經進入到一個新的歷史階段。在中國,消費者十分認可茅臺對于品質的堅守,將茅臺作為中國酒類飲品的標桿,這是一種難得的信賴和榮譽;在國際上,茅臺也已經成為最為外商熟悉的中國制造業品牌之一,建立了廣泛的渠道,具備了一定影響力。

Answer: After decades of growth, the Moutai brand has entered a new historical stage. In China, consumers highly recognize Moutai's adherence to quality and regard Moutai as a benchmark for Chinese alcoholic beverages. This is a hard earned trust and honor; internationally, Moutai has also become one of the most well-known Chinese manufacturing brands to foreign businesess, with its wide range of channels and certain influence.

對于包括我在內的所有茅臺人來說,茅臺不僅是前人留下的寶貴財富,更是我們這一代人必須擔當的歷史使命。在我們心里,茅臺這兩個字,不僅僅是一瓶酒或者一個公司,更是一種關乎“工匠精神”、關乎品質與誠信的價值認同。

For all the people in Moutai, including me, Moutai is not only a precious asset left by our predecessors, but also a historical mission that our generation must carry on. In our minds, the word “ Moutai” does not only mean a bottle of liquor or the name of a company, but also a kind of value identity related to "spirit of the craftsman", quality and integrity.

這是所有茅臺人的共性。不管是在小作坊時代,還是逐步走向全球的今天,我們對于企業聲譽和品質道德的認同和共識,始終都非常強烈。我們認為,品質與品牌的優先順位和重要程度,始終在其他任何因素之上。在這個方面,茅臺人有著很多質樸的表達,比如“四個服從”,即成本服從質量、產量服從質量、效益服從質量、速度服從質量,比如“不賣新酒”。

This is also the commonality of the Moutai people. Our sense of recognition and consensus on corporate reputation, quality and morality has always been very strong. We believe that the priority and importance of quality and brand are always above any other factors. In this respect, the Moutai people have summerd up many simple expressions, such as " four subordinate principles ", that is, “cost is subordinate to quality, output is subordinate to quality, benefit is subordinate to quality, and speed is subordinate to quality”; such as "no selling of new baijiu ".

相較而言,茅臺在品牌影響力方面,比很多同行擁有更大的品牌護城河。按我理解,這種差距不光是一家公司的榮耀,更是領頭企業的責任。我們希望通過自己的案例,能夠帶動更多同行重視品牌的基礎培育,扎扎實實為中國白酒留下更多更好的正面范本。

In comparison, Moutai has a much bigger brand influence, compared with many of our peers. As far as I am concered, this distinction is not only a company's glory, but also means greater responsibility for such a leading company. We hope that we can use our own case to encourage more peers to attach importance to the basic cultivation of their brands, and practically set more and better positive examples for the Chinese liquor industry .

未來,茅臺培育品牌的眼光不僅局限于中國市場,更要重視在不同區域、不同人群中,吸引更多認同者。我們這一代中國人,始終記得四十年前國門剛剛開啟時,電視都很稀缺,很多跨國優秀品牌在中國人并不了解他們產品的時候,就開始設計能夠打動國人的廣告與創意。作為中華老字號,茅臺既得“國潮”之先,也一直致力于“出?!睒I務,面向世界打造中國品牌、講述中國故事、傳播中國聲音。

In the future, Moutai's vision of cultivating brands will not be limited to the Chinese market, but more importantly, we should attach importance to attracting more people in different regions and within various groups. Chinese people in our generation always remember that TVs were scarce when the country started the opening-up 40 years ago. When TV products were still very new to many Chinese people, those excellent multinational companies had already begun to strive to touch our hearts with well designed and creative advertisements. As a long-established Chinese brand, Moutai has been the "national champion " , and has always been committed in "going abroad ",so that we can showcase this Chinese brand to the world, tell Chinese stories, and make our voices heard.

我們首先要加強與全球主流媒體渠道、各個重要國際活動的合作。我們通過CCTV、英國《金融時報》《紐約時報》等重量級媒體,給茅臺留下了很多比較成功的品牌傳播案例。我們與北京奧運會、上海世博會、博鰲亞洲論壇等國際活動的合作,也給茅臺的品牌建設,貢獻了很多有說服力的內容。

We must first strengthen cooperation with global mainstream media channels, through various important international activities. Working together with CCTV, the "Financial Times", the "New York Times" and other heavyweight media players, Moutai has had a lot of successful brand communication cases. Our supports to Beijing Olympic Games, Shanghai World Expo, Boao Forum for Asia and other international events also contributed lots of convincing contents for Moutai's brand building.

我們更要保持謙遜的心態,分析、研究Brand Z榜單上的優秀企業,從他們身上獲取更多的啟發和借鑒。事實上講,茅臺能有今天,離不開全球商業智慧的借鑒與啟發。我們的治理流程、我們敘說品牌的方式,以及我們培育品牌文化的眼界與起點,都受益于日立、松下、可口可樂、帝亞吉歐等不同時期的優秀企業。他們服務客戶的態度與方式,他們承擔企業社會責任的熱情與投入,都在不同層面給我們帶來影響。

We must remain humble, do some home-work study on the excellent companies listed on Brand Z, learn from them and get inspirations. In fact, Moutai can not achieve what it has achieved today without learning from them, they represent global business intelligence and insipirations. Our governance process, the way we describe the brand, and our vision and starting point for cultivating the brand culture all benefit from excellent companies such as Hitachi, Panasonic, Coca-Cola, and Diageo in their different development periods. The ways they conduct customer services, and their passion and innovation in assuming corporate social responsibility have all affected us at different levels.

總之,茅臺要以世界眼光,進一步強化品牌建設,進一步深化品牌個性,進一步提升品牌在全球范圍內的影響力。

In conclusion, Moutai should have the global vision to further strengthen brand building, further deepen brand personality and enhance the brand's global influence.

5

王幸:茅臺的估值已經超過了可口可樂,您如何看待茅臺未來的發展?

Question 5: The valuation of Moutai has surpassed that of Coca-Cola. How do you view Moutai's future development?

李靜仁:可口可樂是我們非常尊敬的企業,我本人也是可口可樂的消費者。在我看來,對于全球各地的粉絲來說,可口可樂不只是一瓶口感特別的飲料,更是一種代表某種文化與氛圍的特殊文化。

Answer: Coca-Cola is a company that we highly respect, personally I am also a Coca-Cola consumer. In my opinion, for its fans all over the world, Coca-Cola is not just a bottle of beverage with a special taste, it also represents a particular culture and atmosphere embedded into it.

貴州茅臺的市值超過可口可樂,并不一定說明我們比可口可樂做得更好。這當中,有疫情時期資本市場變動起伏的特殊因素,也有歷史變化的偶然。

The market value of Kweichow Moutai exceeds that of Coca-Cola does not necessarily mean that we do better than Coca-Cola. There are special factors like fluctuations in the capital market during this Covid-19 pandemic period, as well as accidental factors due to historical changes.

因此,越是這個時候,我們越是要謹慎地對待自我,認真梳理包括可口可樂、帝亞吉歐、蘋果、特斯拉、華為等等在內,眾多中外優秀公司的優勢與智慧。我們最看重的,是企業自身,有無修正缺點、不斷成長的能力。我們最關注的,是產品質量是否保持穩定。我們最用心的,是服務體驗,有無更好的提升。

Therefore, we should treat ourselves with more cautions in such times, and seriously search for the advantages and wisdom from many excellent Chinese and foreign companies, such as Coca-Cola, Diageo, Apple, Tesla, Huawei. What we value the most is the enterprise itself, and its ability to correct the shortcomings for continous growth. Our highest concern is whether the quality of the product can remain stable. Our focus should be on the service experience, to see if there are better improvements.

6

王幸:您認為茅臺是否有可能成為全球很多國家喜愛的品牌,可否分享茅臺全球化的戰略?

Question 6: Do you think that Moutai is likely to become a favorite brand in many countries around the world, can you share Moutai's globalization strategy with us?

李靜仁:對這一點,我們并不懷疑,也會一直努力。

世界從來沒有像今天這樣,能讓不同國家的人群享受到來自全球各地最優秀的產品。這也是信息化與全球化時代,給世界商業所帶來的巨大變化。對于全世界大多數國家的消費者來說,茅臺是一種陌生的中國烈酒,也是一種神秘的東方文化。

Answer: We have no doubt about this, and we’ll always strive harder.

The world has never been as interconnected as it is today, allowing people from different countries to enjoy the best products from all over the world. This is also the era of informatization and globalization that brings tremendous changes to global businesses. For consumers in most countries around the world, Moutai is an unfamiliar Chinese spirit with a mysterious oriental culture.

但是,我們相信自己的品質和口感,只要給我們更多時間,一定能讓更多國際消費者成為茅臺的粉絲。這就像幾十年前,我們這一代中國人,經歷了第一次品嘗啤酒時的特殊刺激后,就慢慢愛上了這種美好的飲品。包括茅臺在內的中國白酒,在全球市場一定會吸引更多的消費人群。

However, we believe in our quality and taste. As long as we are given more time, more international consumers will definitely become Moutai’s fans. It's like decades ago, when the Chinese people of our generation experienced the special stimulation of the first beer tasting, we gradually fell in love with this beautiful drink. Chinese liquor, including Moutai, will also surely attract more consumer groups in the global market.

目前,茅臺在國際市場的短期目標是繼續穩固海外華人市場,并通過華人消費群體的帶動,使茅臺酒的知名度輻射至更多元文化的消費群體。中期目標是要把茅臺海外市場的占比進一步提高,并讓我們的產品能在更為國際化的社會中形成相對穩定的需求和消費習慣。

At present, the short-term goal of Moutai in the international market is to continue to stabilize the overseas Chinese market, and through the driving by Chinese consumer groups, the popularity of Moutai liquor can radiate to more multicultural consumer groups. The medium-term goal is to further increase the proportion of Moutai overseas sales, and let our product form a relatively stable demand and consumption habit in a more international community.

2020年,對所有人都會終身難忘。面對未來的挑戰,我和我的同事正在尋找企業自身缺陷,以世界眼光、國際化標準,來繼續深化改革。我希望消費者在支持茅臺酒的同時,也更多了解我們的其他產品,不管是醬香型白酒,還是我們用藍莓釀制的優質果酒,這些產品都是在同樣的企業文化與品質要求下,出產的好東西。我也想借此機會,向全球的消費者表達一句,謝謝你們的信任,我們一定會努力把自身打造成國際一流企業和世界一流品牌。

The year 2020 will be unforgettable to all in their lifetime. Facing the challenges of the future, my colleagues and I are trying to identify our own weaknesses and will continue to deepen reform with world vision and match with international standards. I wish that consumers would know more about our other products while supporting Moutai, whether it is sauce-flavored liquor or high-quality fruit wine made from blueberries, these good products are produced under the same corporate culture and quality criteria requirements. I would also like to take this opportunity to express a message to consumers around the world: Thank you for placing your trust and confidence in our abilities, we will definitely work hard to build ourselves into a world-class enterprise and a world-class brand.and confidence in our abilities, we will definitely work hard to build ourselves into a world-class enterprise and a world-class brand.

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