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李静仁视频对话Brand Z总裁:惟酒出色,品牌价值才有根基

2020-06-30 17:40:53 来源:和讯

6月30日,2020年BrandZ最具价值全球品牌100强排行榜发布,茅台位列全球价值增速最快的品牌第一名,以537.55亿美元的品牌价值,从2019年的35位快速晋级第18名。

榜单发布前,茅台集团副董事长、总经理李静仁,在茅台视频对话凯度集团BrandZ全球总裁王幸。

茅台集团副董事长、总经理李静仁

凯度集团BrandZ全球总裁王幸

李静仁在茅台视频对话王幸

王幸:茅台品牌价值保持高速增长,背后的驱动因素有哪些?

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

李静仁:在回答问题前,我想代表茅台人,对Brand Z表达衷心感谢。你们是来自国际第三方的客观视觉,从品牌的角度见证了茅台的成长。从这个意义上说,你们也是茅台前行道路上的珍贵伙伴。我们会加倍努力,给全球商业同行贡献更多有价值的分享。

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.

近几年,茅台品牌价值逐年提高,进入优质增长的快速通道。在这后面,有几个因素值得关注:

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、茅台“硬核”的质量标准,是品牌价值最关键的因素。即使在世界范围内,茅台酒也属于品质最好的蒸馏酒之一。与世界上很多知名烈酒一样,茅台首先成长于一个有特殊土壤、特殊气候、特殊地形的地区,同时拥有一整套复杂、严苛、漫长的酿造工艺,从原料准备、酿造到产品出厂,要经过 30 道工序、165 个工艺环节。每一滴茅台酒,需要长时间的存放,也需要工人和技师反复调配,至少经过5年时间,才能装瓶出厂。酿制茅台的原料高粱,也是独一无二的,只分布在茅台所在的仁怀等地,产量不大。它的皮较厚、多种营养物质更丰富,适合茅台多次蒸馏的工艺要求。

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.

为了保证品质和口感,我们不仅培育了一支优秀的工匠队伍、一支出色的酿酒工程师团队,还拥有了全球先进的酿造分析设备和数据检测体系。茅台相信,只有酿造全世界最出色的酒,才是品牌价值增长最坚实的基础。

In order to ensure the quality and the taste, we have not only built 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、中国市场的容量与空间,是为茅台提供了最为强大的支撑。

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

在中国,很多产业都有一个特殊的现象,这就是:能在中国做到第一,就有可能在全球也会做到第一。四十多年来,中国的改革开放和经济崛起,培育了一个拥有超过十三亿人口的超大规模市场——你如果能生产出受人喜爱、认可的产品,那一定会获得巨大的成长空间。

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.

从这个意义上讲,茅台有幸成长于一个最具活力的市场,也有幸成长于一个开放包容的经济环境。前者,给了我们成长的力量,后者则让我们能有机会,向可口可乐、帝亚吉欧等优秀企业学习。

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、文化共识与协同,为茅台的进步增强了重要的基础。

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

茅台所在的赤水河流域,是最近几年全球烈酒市场最活跃的产业带。过去十年,中国消费者的口感,因为酱香型白酒更好的品质、更好的饮酒后的体验,而慢慢改变。尤其是最近五年,以茅台为龙头的酱香型白酒,在中国烈性酒市场成为潮流。越来越多企业,开始生产这种工艺更加复杂、成本更高的白酒,让酱香型白酒的粉丝也越来越多。

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 thebetter quality of sauce-flavored baijiu and itsbetter 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.

最近两年,我们启动“文化茅台”战略,希望在全球化格局下,以国际视野化和世界眼光来塑造企业形象和气质,给不同文化背景下的消费群体,带来特殊的文化体验。不久前,我们还出面动员邀请另外六家同行,在茅台签署世界酱香型白酒核心产区企业共同发展宣言,要为赤水河沿岸产区的成长,营造更好的条件、制定更严的标准、树立更好的声誉、承担更多的责任。我相信,随着合作的深入,茅台的品牌影响力,将会赢得更多机会和空间。

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 createbetter conditions, set stricter standards, establish abetter 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.

王幸:茅台具有深厚的文化内涵和悠久的历史渊源,请给我们简单介绍一下这方面的内容?

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

李静仁:茅台酿酒的历史非常悠久,根据本地出土的文物推断,早在两千多年前,这一带的人们,就已经开始了早期的酿酒活动。

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.

茅台镇在70多年前,是重要的盐运码头。这里也聚集了不少财富,给酿造成本很高的早期茅台酒,创造了重要条件。茅台镇紧挨着赤水河,在蒸汽机进入中国内地之前,货物从这里出发,可以沿着赤水河下达长江,直达上海。

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.

这里和波尔多等名酒产业带的诞生相似,有悠久的酿酒传统,也有合适的气候和地理环境,再加上足够多的消费需求,以及相对便利的交通条件,为后来茅台酒的成型、壮大,打下了重要的历史基础。

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.

一个产品要有大的品牌影响,其背后除了优质的产品与服务,还应有厚重的历史传承和极强的创新能力。茅台是一家传统的东方企业,是我们的历史与人文,塑造了这瓶酒的形象与个性。我们感谢前人持续不断的付出,更感谢中国的快速发展,给了我们最好的展示空间。

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.

王幸:当很多白酒品牌打价格战、走大众市场,茅台坚持高端定位,不断投资品牌、获得价值的积累,茅台为何要坚持高端定位策略,您认为收获如何?

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?

李静仁:我们理解的高端,更多是聚焦于品质。我们从1951年开始,从农业社会的小作坊向现代工业企业转型时,一年的产能只有70多吨,企业年收入换算下来不到一万美金。

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.

所以不了解茅台历史的人很难想象,我们花了半个多世纪时间才走到今天,成为全球市值第一的烈酒公司。不管经营业绩怎样,价格战,从来都不是茅台的选项。

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.

在我们眼里,不管茅台的消费者来自农村还是城市,来自中国还是欧洲,只要购买了茅台酒,就是我们最珍贵的客人。我们所要做的,就是保证消费者喝茅台时,能够留下美好的记忆、难忘的口感,以及特殊的文化体验。

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.

这就是为什么我们要花这样大的成本,在不同国家做品牌文化的推广工作;这也是为什么,我们要苦心改进服务,让更多人能够便捷地买到茅台酒。

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,茅台的产能,受自然生态环境和出厂周期的限制,不能满足所有人的购买愿望。市场的强烈需求,也提醒我们时常反思自己的不足——茅台要竭尽全力,借鉴全球优秀烈酒企业的经验,让茅台的消费者能够获得更好的消费体验。

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 evenbetter experience.

王幸:茅台品牌对您本人意味着什么,您认为茅台和其他白酒品牌的区隔在哪里?茅台集团如何不断建设、发展和增强自身的品牌?

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

李静仁:经过数十年的发展,茅台品牌已经进入到一个新的历史阶段。在中国,消费者十分认可茅台对于品质的坚守,将茅台作为中国酒类饮品的标杆,这是一种难得的信赖和荣誉;在国际上,茅台也已经成为最为外商熟悉的中国制造业品牌之一,建立了广泛的渠道,具备了一定影响力。

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.

对于包括我在内的所有茅台人来说,茅台不仅是前人留下的宝贵财富,更是我们这一代人必须担当的历史使命。在我们心里,茅台这两个字,不仅仅是一瓶酒或者一个公司,更是一种关乎“工匠精神”、关乎品质与诚信的价值认同。

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.

这是所有茅台人的共性。不管是在小作坊时代,还是逐步走向全球的今天,我们对于企业声誉和品质道德的认同和共识,始终都非常强烈。我们认为,品质与品牌的优先顺位和重要程度,始终在其他任何因素之上。在这个方面,茅台人有着很多质朴的表达,比如“四个服从”,即成本服从质量、产量服从质量、效益服从质量、速度服从质量,比如“不卖新酒”。

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 ".

相较而言,茅台在品牌影响力方面,比很多同行拥有更大的品牌护城河。按我理解,这种差距不光是一家公司的荣耀,更是领头企业的责任。我们希望通过自己的案例,能够带动更多同行重视品牌的基础培育,扎扎实实为中国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 andbetter positive examples for the Chinese liquor industry .

未来,茅台培育品牌的眼光不仅局限于中国市场,更要重视在不同区域、不同人群中,吸引更多认同者。我们这一代中国人,始终记得四十年前国门刚刚开启时,电视都很稀缺,很多跨国优秀品牌在中国人并不了解他们产品的时候,就开始设计能够打动国人的广告与创意。作为中华老字号,茅台既得“国潮”之先,也一直致力于“出海”业务,面向世界打造中国品牌、讲述中国故事、传播中国声音。

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.

我们首先要加强与全球主流媒体渠道、各个重要国际活动的合作。我们通过CCTV、英国《金融时报》《纽约时报》等重量级媒体,给茅台留下了很多比较成功的品牌传播案例。我们与北京奥运会、上海世博会、博鳌亚洲论坛等国际活动的合作,也给茅台的品牌建设,贡献了很多有说服力的内容。

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.

我们更要保持谦逊的心态,分析、研究Brand Z榜单上的优秀企业,从他们身上获取更多的启发和借鉴。事实上讲,茅台能有今天,离不开全球商业智慧的借鉴与启发。我们的治理流程、我们叙说品牌的方式,以及我们培育品牌文化的眼界与起点,都受益于日立、松下、可口可乐、帝亚吉欧等不同时期的优秀企业。他们服务客户的态度与方式,他们承担企业社会责任的热情与投入,都在不同层面给我们带来影响。

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.

总之,茅台要以世界眼光,进一步强化品牌建设,进一步深化品牌个性,进一步提升品牌在全球范围内的影响力。

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

王幸:茅台的估值已经超过了可口可乐,您如何看待茅台未来的发展?

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

李静仁:可口可乐是我们非常尊敬的企业,我本人也是可口可乐的消费者。在我看来,对于全球各地的粉丝来说,可口可乐不只是一瓶口感特别的饮料,更是一种代表某种文化与氛围的特殊文化。

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.

贵州茅台的市值超过可口可乐,并不一定说明我们比可口可乐做得更好。这当中,有疫情时期资本市场变动起伏的特殊因素,也有历史变化的偶然。

The market value of Kweichow Moutai exceeds that of Coca-Cola does not necessarily mean that we dobetter 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,越是这个时候,我们越是要谨慎地对待自我,认真梳理包括可口可乐、帝亚吉欧、苹果、特斯拉、华为等等在内,众多中外优秀公司的优势与智慧。我们最看重的,是企业自身,有无修正缺点、不断成长的能力。我们最关注的,是产品质量是否保持稳定。我们最用心的,是服务体验,有无更好的提升。

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 arebetter improvements.

王幸:您认为茅台是否有可能成为全球很多国家喜爱的品牌,可否分享茅台全球化的战略?

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?

李静仁:对这一点,我们并不怀疑,也会一直努力。

世界从来没有像今天这样,能让不同国家的人群享受到来自全球各地最优秀的产品。这也是信息化与全球化时代,给世界商业所带来的巨大变化。对于全世界大多数国家的消费者来说,茅台是一种陌生的中国烈酒,也是一种神秘的东方文化。

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,我们相信自己的品质和口感,只要给我们更多时间,一定能让更多国际消费者成为茅台的粉丝。这就像几十年前,我们这一代中国人,经历了第一次品尝啤酒时的特殊刺激后,就慢慢爱上了这种美好的饮品。包括茅台在内的中国白酒,在全球市场一定会吸引更多的消费人群。

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,茅台在国际市场的短期目标是继续稳固海外华人市场,并通过华人消费群体的带动,使茅台酒的知名度辐射至更多元文化的消费群体。中期目标是要把茅台海外市场的占比进一步提高,并让我们的产品能在更为国际化的社会中形成相对稳定的需求和消费习惯。

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,对所有人都会终身难忘。面对未来的挑战,我和我的同事正在寻找企业自身缺陷,以世界眼光、国际化标准,来继续深化改革。我希望消费者在支持茅台酒的同时,也更多了解我们的其他产品,不管是酱香型白酒,还是我们用蓝莓酿制的优质果酒,这些产品都是在同样的企业文化与品质要求下,出产的好东西。我也想借此机会,向全球的消费者表达一句,谢谢你们的信任,我们一定会努力把自身打造成国际一流企业和世界一流品牌。

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.

免责声明:市场有风险,选择需谨慎!此文仅供参考,不作买卖依据。

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