"China Georgia joint wine" made a heavy debut at the Expo, and Shanxi Fenjiu explored a ne

Xinhua Silk Road, Shanghai, November 7 (reporter Wang Shujuan) the 2021 China Georgia economic, trade and cultural forum was held in Shanghai a few days ago. Taking the east wind of the fourth Expo as the medium, the two most important birthplaces of world fine wine shook hands and cooperated, announced the launch of "China Georgia joint brand wine" and jointly developed the international consumer goods market.

The field of wine mediated cooperation has been continuously expanded

Georgia is not only an important node along the Silk Road, but also an important birthplace of world wine. Shanxi is one of the important birthplaces of Chinese civilization and an important hub of the land "Silk Road". Song Shuyu, chairman of China Wine Association, said, Wine wine China has Baijiu and Chinese baijiu. It has a long history of grape cultivation and rich grape varieties. It is also one of the earliest birthplaces of world wine. Chinese liquor is the originator of world distilled liquor. The representative of Fen Liquor, one of the representatives of Georgian wine and Chinese liquor, has the same effect in traditional brewing methods. Although different materials are used, ceramic cylinders are used as fermentation containers.

On January 1, 2018, the China Georgia free trade agreement was officially effective, which is the first free trade agreement signed between China and countries in the Eurasian region. Jiang Bo, chairman of the Cooperation Promotion Association of China Hongqiao overseas trade center and former vice president of Tongji University, believes that from the perspective of the history of exchanges between China and Georgia, the trade in goods and cultural exchanges through the silk road have been closely linked. The further integration of wine culture between the two countries and the launch of China Georgia joint famous wine are not only of economic and trade significance, but also of great significance for cultural exchange.

One belt, one road, China and Georgia, is not only a historical source but also has a realistic basis. There are many similarities and similarities between the two cultures. Jiang said that the formal agreement on the FTA has shown that China and Georgia are building the "one belt and one way" together. The initiative has entered a new stage. Since this year, Georgia has attracted many Chinese investors. More and more Chinese enterprises have cooperated with Georgia in infrastructure construction and trade cooperation, and the fields of practical cooperation between the two countries have been continuously expanded.

"This forum is one belt, one road for Shanxi to further expand its opening up space and a new opportunity for deepening Sino Shanxi friendship and cooperation," said Li Qiuxi, party secretary and chairman of the Fen Liquor Party committee. Since the proposal was put forward, the economic and trade relations between China and Georgia have become increasingly close, and a new chapter of wine cooperation has been opened in friendly exchanges. Wine is a world language, an important carrier of cross-cultural exchanges and a natural messenger to promote friendly exchanges between different countries.

Take culture as the core competitiveness

Under the background of consumption upgrading, the famous Baijiu is increasingly showing a shortage of supply. They generally have two advantages: "quality + culture", and China's liquor industry is accelerating to enter the era of "culture is king".

It is reported that in recent years, under the guidance of "the soul of Chinese wine", Fenjiu has practiced the "belief in Fenjiu" and promoted the rapid transformation of cultural power to brand power and marketing power with history, culture and quality as the core competitiveness. Fenjiu has made efforts to rely on culture and achieved a breakthrough through culture by taking advantage of and building momentum. "To do a good brand, we should start with culture, be loyal to quality and be responsible." Li Qiuxi said.

The Chinese Baijiu has made the first and proposed many times since 2010. Chinese liquor should have its own name in the world and it advocates the establishment of international standards for Chinese baijiu. In 2015, Fenjiu first promulgated and implemented international standards for food safety enterprises internal control.

China has one belt, one road, and the other is Shanxi. Since 2018, Fen Fen has been moving around the international strategy. It has been running and boxing. In the first China International import fair, Fen and Georgia have signed a "sister wine" way to join hands, helping them not only become a heavy practice in the international market of Fen Liquor, but also build a "one belt and one road". In 2019, Fenjiu set up an exhibition activity of Fenjiu ancient brewing technology in the important position of Shanxi exhibition hall of the Expo for the first time, and handed out the new Shanxi business card of "Fenjiu Chinese cocktail", which was highly praised by international friends; at the third China International import Expo, Fenjiu and Danish Royal chocolate brand Aiton Borg jointly launched "China Fenjiu wine heart chocolate" It has become a popular product for Chinese and foreign visitors to punch in.

Tan Zhongbao, general manager of Shanxi Fenjiu, said that opening up has brought new development. Fenjiu will borrow the east wind of the Expo to widely cultivate international fans. The combination of "going out" and "please come in" has formed a Fenjiu characteristic internationalization path of internationalization of quality standards, culture and brand.

Li Qiuxi said that by 2035, when China is built into a "cultural power" and Shanxi Province into a "strong cultural province", Fenjiu should be built into a "living cultural center of the world wine industry" and make cultural Fenjiu an outstanding representative of a "cultural power" and a "strong cultural province".

(original title: "China Georgia joint wine" made a heavy debut at the Expo, and Shanxi Fenjiu explored a new path of internationalization)