“Growing with the Motherland, Letting the World Share the Fragrance”
2019 Guizhou Moutai Overseas Distributors Conference
Grandly opened on November 10 in Zhuhai, Guangdong
▲Li Baofang, Party Secretary and Chairman of Moutai Group, delivering a speech at the conference
As Moutai’s distributor in Singapore, Mr Yun Weilong, Chairman of Singapore China Baijiu Pte Ltd, led Yun Tian’an and Wang Huijuan to attend the grand event. Together with representatives from 106 overseas Moutai distributors across five continents, they gathered in Zhuhai to begin this year’s distributors’ conference journey.
▲The venue was filled with rich elements of Moutai culture
▲Chairman Yun Weilong, together with Yun Tian’an and Wang Huijuan, attending the event
▲Chairman Yun Weilong, Yun Tian’an and Wang Huijuan exchanging views with other overseas distributor representatives
Upon arriving at the conference venue, Chairman Yun Weilong was also interviewed by Moutai International. He shared,”
The theme of this conference was “Growing with the Motherland, Letting the World Share the Fragrance.” The meeting reviewed Moutai’s achievements in overseas promotion in 2019 and outlined plans for overseas marketing in the coming year. Regarding overseas markets, Chairman Li Baofang repeatedly emphasised that overseas distributors must continue to uphold the principle of “culture first.” With Chinese culture as the foundation, they should tell the Moutai story well, allowing international audiences to feel the charm and influence of Chinese liquor culture, and to cultivate and shape their consumption experiences and habits.
During the conference, Chairman Yun Weilong, together with Yun Tian’an and Wang Huijuan, reported to Chairman Li Baofang on Moutai’s market development in Singapore and the future direction of “Cultural Moutai” initiatives. They also listened carefully to Chairman Li’s valuable guidance on advancing the “Cultural Moutai” strategy.
In Chairman Li’s view, for “Cultural Moutai” to truly take root overseas, effective cultural communication and outreach hinge on “four integrations”:
Integration with the mainstream — actively participating in official international events, major public welfare initiatives, and high-end cultural and artistic performances to expand Moutai’s cultural and brand influence;
Integration with art — combining Moutai elements with artistic expressions to create brand spaces that showcase cultural depth and visual appeal;
Integration with flavour — pairing Moutai with local cuisines to allow appreciation through taste;
Integration with fashion — blending the Moutai brand with global trends so that traditional liquor culture gains attention through engagement with mainstream world culture.
For a long time, in implementing Chairman Li Baofang’s “culture-first” philosophy, Singapore China Baijiu Pte Ltd, under the leadership of Chairman Yun Weilong, has consistently practised these four integrations. Taking culture as the entry point, the company has promoted deep integration between Moutai culture and local culture in Singapore through a series of cultural exchange and tasting events. In 2019 alone, more than 20 themed activities were organised, including Moutai cocktail competitions, Moutai Cup Weiqi tournaments, Moutai singing competitions, Moutai appearances at large-scale Chinese New Year galas, charity sponsorships, and major marathon events. Through continuous exposure, the Moutai brand has strengthened awareness among Singaporean audiences of its quality and cultural depth.
Participation in this grand event marks a new starting point and a new journey for Singapore China Baijiu Pte Ltd. Looking ahead, the company will continue to uphold Chairman Li Baofang’s “culture-first” philosophy—telling the Moutai story well, amplifying the Moutai voice, delivering quality service to Singapore consumers, and enabling more people in Singapore to fall in love with Moutai—so that the fragrance of Moutai may continue to spread across Lion City.