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茅台偕美法国行:创新“MEI”的文化表达 布阵国际化新“棋局”


This is an audio transcript of the FT News Briefing podcast episode: ‘#MeToo’s mark on industry’

Marc Filippino
Good morning from the Financial Times. Today is Tuesday, September 26th, and this is your FT News Briefing. It has been six years since the #MeToo movement began. Powerful men were held accountable after women began telling their stories of abuse, coercion and bullying in the workplace. Recently, several chief executives resigned after undisclosed relationships with colleagues were exposed. And Japan is trying to handle bombshell allegations in the entertainment industry.

Kana Inagaki
So in Japan, the #MeToo movement never really took off, and the various sexual harassment allegations that are being made are quite well-known. But there was never the kind of the reckoning that was seen overseas.

Marc Filippino
So on today’s show, we’ll look at whether we’re entering the next phase of the #MeToo movement. But first, an update on the worker strikes going on here in the States. I’m Marc Filippino, and here’s the news you need to start your day.

[MUSIC PLAYING]

Workers in the US are starting the week off with a bang. The Hollywood writers’ union and major studios said they reached a deal late on Sunday. The Writers Guild of America said it will stop picketing in Hollywood and New York. Meanwhile, President Joe Biden is expected to join the picket line with the United Auto Workers in the state of Michigan today. It’s a historic move for a sitting US president. Republican nominee frontrunner Donald Trump plans to hold a rally in the state tomorrow.

[MUSIC PLAYING]

Two CEOs resigned this month after failing to disclose personal relationships with co-workers. First, it was BP chief executive Bernard Looney. And then Cboe Global Markets head Edward Tilly followed in his footsteps. More and more CEOs are leaving for similar reasons. Half of the forced CEO departures at major US companies last year were because of personal misconduct. So is this the next phase of the #MeToo movement? Here to discuss is the FT’s Brooke Masters. In addition to being the FT’s US financial editor, she writes a business column. Hey, Brooke.

Brooke Masters
Hey, Marc.

Marc Filippino
So what does the nature of these departures tell you about expectations of CEOs and the tolerance for sexual misconduct right now?

Brooke Masters
I think we are seeing that companies are genuinely taking seriously a lot of the new policies many of them put in place in the beginning of the #MeToo movement. If you remember in 2018-ish, there were a lot of revelations that were really horrifying, you know, where people had been, you know, forcing themselves on employees or they’d been having, you know, non-consensual relationships. And as part of that, a number of companies tightened up their disclosure rules, if nothing else. Most companies tended to do things like if you are having a relationship with a co-worker, particularly someone who reports to you in some way, you need to disclose it to the company. And what we are now seeing appears to be CEOs who fall afoul of that part of it, that they were not complete in their disclosures.

Marc Filippino
So it sounds like it’s less about the relationships themselves and more about not following through on the promises that they’ve made to the company.

Brooke Masters
We think so. I mean, the truth is nobody really knows what happened at BP or at least nobody has publicly made clear what happened. And similarly, Cboe has not said what exactly happened. In Looney’s case, the company specifically said that they were upset because 18 months ago there was a complaint about his relationships. They did an investigation and at that time he told the company he had told them everything they needed to know. So when they got a new complaint that included details of things he had not told them, they were like, we’re done. That’s lying.

Marc Filippino
How would you describe where companies are at with instances of misconduct right now?

Brooke Masters
It feels to me like companies are adjusting to the new reality. And it’s been a couple of years, we’re back from Covid, so we’re back in person. And so that probably creates its own temptations. And I do think there is a bit of a reckoning where companies are having to come to terms with the new rules they established and how they play out in principle. I do believe that we will probably see more of this.

Marc Filippino
Brooke Masters is the FT’s US financial editor. She also writes a business column for the FT. Thanks, Brooke.

Brooke Masters
Thanks, Marc.

[MUSIC PLAYING]

Marc Filippino
Japan is also at a crossroads with its #MeToo movement. A sexual abuse scandal has shaken up the country’s entertainment industry. At the centre of it is Johnny Kitagawa. He’s the founder of a talent agency that pioneered the Asian boy band industry. The agency called Johnny & Associates was phenomenally successful. But there was a dark side.

Kauan Okamoto via interpreter
This kind of thing, not just sexual abuse, but other problems. That’s been happening because the media have turned a blind eye.

Marc Filippino
That’s the voice of former Japanese pop idol Kauan Okamoto speaking to France 24 earlier this year about the abuse he says he suffered at the hands of Johnny Kitagawa.

Kauan Okamoto via interpreter
People use their power to crush the dreams of aspiring talent, unless they go through that kind of experience. That’s a really bad thing.

Marc Filippino
Kitagawa died in 2019. He was accused of systematically abusing the boys in his talent agency for decades, at least 100 of them. The agency said it will pay financial compensation to the alleged victims.

Kana Inagaki
Johnny & Associates has very close ties with all of the media groups in Japan, mainly because it is such a prolific producer of these various celebrities.

Marc Filippino
The FT’s Tokyo bureau chief, Kana Inagaki, has been covering the issue.

Kana Inagaki
And so a lot of TV broadcasters depend on Johnny’s talents for TV dramas, variety shows. They really depended on having these celebrities appear in their shows.

Marc Filippino
Kana says Johnny and Associates is incredibly ingrained in Japanese culture.

Kana Inagaki
If you’re living in Japan, there isn’t really a day that goes by that you don’t see a TV advert that is using Johnny’s talents. So in that way, the link between the corporate sponsors and the talent agency is also one of the reasons why it took so long. And even now it is quite difficult for media companies in Japan to investigate the various allegations that surround its founder, Johnny Kitagawa.

Marc Filippino
It took a BBC documentary earlier this year to revive the allegations and this prompted Johnny & Associates to commission an investigation.

Kana Inagaki
The investigation was really quite damning and it was quite thorough as well. And so once those results came out, the corporate sponsors that had long depended on performers at Johnny’s for their TV advertisements had to basically cut off their ties. And so the talk now is that the agency cannot probably survive with the name Johnny’s because people will now associate that brand with the alleged sexual abuse by its founder.

Marc Filippino
Kana says the consequences that Johnny’s is facing could be an inflection point for a #MeToo movement that never really took off in the country.

Kana Inagaki
So in Japan, the various sexual harassment allegations that are being made in the entertainment industry are quite well-known. But there was never the kind of the reckoning that was seen overseas. And so this Johnny scandal is really kind of seen as the moment for Japan, where people are finally coming to terms with the, you know, various sexual harassment that seems to be quite rampant in this industry. But I think the one difference is that even though this is sort of the biggest moment for Japan, it’s still quite unclear whether this Johnny scandal is gonna lead to, like, the investigation of other allegations, because for now, a lot of the debate, the public and the social debate about the scandal is quite limited to Johnny’s and its founder. And so we’ll have to see how widespread this scandal becomes.

[MUSIC PLAYING]

Marc Filippino
Kana Inagaki is the FT’s Tokyo bureau chief.

[MUSIC PLAYING]

You can read more on all of these stories at FT.com for free when you click the links in our show notes. This has been your daily FT News Briefing. Make sure you check back tomorrow for the latest business news.

法国当地时间9月23日至9月26日,茅台偕美世界行走进法国,4天时间密集开展19场活动。无论是法国市场调研,与欧洲渠道商座谈,还是拜访保乐力加、路威酩轩等全球知名企业,茅台集团党委书记、董事长丁雄军,党委委员、副总经理王晓维都听得认真、问得细致,持续为茅台国际化寻计问策。
与此同时,茅台全球品牌文化巡展、美馔之夜和“喜相逢·团缘夜”巴黎晚宴等活动也同期举行,还发布了“走进·法国”和“文化·法国”两个系列,举办了茅台中法酿酒技艺交流会。丰富的形式,多样的内容,茅台不断创新美酒美食美生活的文化表达,一盘围绕“MEI”的茅台国际化新“棋局”正在落子。
市场调研:聚焦“一国一策”建立四个阵地‍
从东京到巴黎,直飞需要13个小时。法国当地时间9月23日上午,茅台偕美世界行主团抵达巴黎戴高乐机场后,随即奔赴法国之行第一站,出席法国工商界午餐会,会见法国中国工商会、法国中资企业协会等工商界代表,在沟通交流中快速了解法国市场。
丁雄军调研巴黎贸易公司
随后,丁雄军一行调研了茅台巴黎贸易公司和拓展法国市场15年的经销商法国嘉美公司。
阿尔根松路紧邻奥斯曼大道,位于巴黎市中心最令游客痴迷的第八区,与圣奥古斯丁教堂相距不过300米,凯旋门和巴黎歌剧院一左一右,都在步行范围。今年10月下旬,巴黎贸易公司将在这条已被奢侈品店、精品酒店和品质餐厅环绕的街道开门营业,成为贵州茅台在海外主要城市探索建设直营终端并与经销商加强协同的首个试点。
目前,巴黎贸易公司已拿到法国政府颁发的酒牌,自有办公楼的商用改建也正紧锣密鼓启动中。丁雄军要求巴黎贸易公司建成海外的产品阵地、文化阵地、服务阵地和整个茅台集团国际化的前沿阵地,加快推进巴黎公司自营试点,为后方出台各种政策提供好想法,也为在欧洲主要城市建设终端门店、海外自营渠道探索更多可行经验。
欧洲渠道商对话交流会现场
巴黎是茅台全球市场战略“1+2+N”中欧洲市场布局的关键之地,在主题为“偕美共迎新机遇,‘棋’心共赴新未来”欧洲渠道商对话交流会上,丁雄军一行与来自欧洲各国的33位渠道商代表齐聚一堂,共商茅台国际化发展大计,共话美好未来。
渠道商作分享交流
会上,广大渠道商结合自身实际,分享了各自在本地市场的布局和“棋术”。听取汇报后,丁雄军感谢大家的坚守与付出,并对欧洲各国渠道商在贯彻集团战略和营销方面的创新与努力表示肯定。
“我们这次海外之行,每到一地都会讲国际化,就是给你们吃定心丸。”交流会上,丁雄军对欧洲渠道商们说,“大家首先要树立信心,对于茅台的国际化,我们既有明确的战略方向,也有充分的保障能力。”
丁雄军表示,未来茅台的国际化要在产品、价格、渠道、文化传播上实现“一国一策”。在产品线上,要围绕国际市场需求,以多样化产品供给,满足国际市场多元化、个性化消费需求。在价格策略上,一要遵循合理的定价规则;二要理顺价格的运行机制,加强终端价格实时动态变化监测和管理。在渠道上,丁雄军希望各渠道商能立足各国、各地区实际,针对性施策搞好渠道建设。在文化上,他希望与渠道商协力,讲好茅台国际化的文化故事,以文化赋能茅台国际化发展。
“茅台的国际化势在必行,也势在必得。”丁雄军说。
文化为媒:五大篇章串联茅台之“美”
当地时间9月25日,当法国著名艺术家菲利普·德·莱斯特朗恩子爵与丁雄军用代表法国和茅台的颜色——红白蓝,共同为一瓶1950年代的茅台酒瓶“添彩”,标志着“干杯巴黎:茅台,一个东方品牌的美学记忆”2023茅台全球品牌文化巡展之法国站正式亮相新华社·巴黎东方中心。
巴黎东方中心,比邻香榭丽舍大道,距法国总统府约500米,茅台悠远历史、工匠形象、工艺文明、浪漫美学通过艺术展陈的方式在这里尽数呈现,开启一场万里结缘、美美与共的文化盛宴
菲利普·德·莱斯特朗恩子爵与丁雄军为茅台酒瓶“添彩”
“美”是熔铸在茅台血液中的基因品格,“美”同样是这场展览的底色和元素。步入展览现场,立式展柜中放着一张120多年前法国摄影师在贵州镇远拍摄的照片,照片记录了茅台走向世界前的贵州与中国。一百多年前的人们想不到,如此偏僻的地方生产出的酒,会在一个多世纪后成为全球最知名的烈性酒之一。
展览现场
立式酒柜内,一个由法国卡慕公司设计的茅台酒瓶在灯光映射下璀璨生辉。与现场1950年代香港、澳门、曼谷等地华人聚焦区所张贴的手绘茅台酒广告相比,现代与古朴相映成趣。
展览中,“艰难首步”“启明时代”“经验时代”“理性时代”“美的时代”五大篇章,生动讲述了茅台从贵州赤水河畔的小酒坊,成长为营业收入千亿级的大型现代企业的故事。
丁雄军等参观展览
“这次展出的物件浓缩了茅台品牌的成长和发展成果,背后有着丰富的文化内涵和文化故事。”丁雄军说,茅台不仅仅是一瓶酒,更是一种文化。
展览中,不同时代的茅台工匠形象逐一登场,串联起茅台在时代变迁中的珍贵情感记忆和茅台的“美”。
而关于什么是“美”,丁雄军觉得在巴黎这个地方谈特别有意义。丁雄军表示,“美”这个字在英文或者法文当中找不到一个特别对应的单词,并与嘉宾一起用中文念出了“美”。“美”的汉语拼音是“Mei”,既包含了具象的“beauty”,是物质的满足,比如好的质量、绿色、形态、颜色、味觉等;也包含抽象的“aestheic”,是精神的富足,比如健康、快乐、成功、愉悦等。
“茅台酒的‘美’,是两者兼具的;茅台的价值观,也正是‘追求美’,looking forward to Mei,我们每个人都应该努力去追求自己向往的一切美好。”丁雄军进一步阐释了茅台致力于酿造美酒、酿造美好生活、塑造世界一流企业和一流品牌的美好追求。
丁雄军还和大家分享了茅台的三个美。第一,美是产品,茅台致力于酿造美酒。茅台是一瓶美酒,它的美是多元的,是空间之美、时间之美、人物之美、文化之美、科学之美。第二,美是态度,茅台致力于酿造美好生活。茅台坚持为世界酿造美好生活,践行ESG理念,持续为环境、社会、相关方创造价值,以实际行动彰显茅台美的态度。第三,美是哲学,茅台致力于塑造世界一流企业和一流品牌。茅台聚焦“打造国际一流企业,塑造世界一流品牌”愿景,把美学作为企业哲学,探索出了一条以茅台美学为价值内涵的“五线”高质量发展道路。在未来,茅台将严格遵循茅台美学之道,大力推动茅台绿色化、数字化、国际化、市场化、法治化发展,加快建成产品卓越、品牌卓著、创新领先、治理现代的世界一流企业。
“走进·法国”和“文化·法国”系列
水孕育生命,酒融汇交流。中法两国,一直是不同文明交流互鉴的典范。当晚,茅台正式发布了“走进·法国”和“文化·法国”两个系列。
美酒美食:诠释酿造美好的极致追求
当地时间9月25日晚,继东京之后,又一场茅台美馔之夜在巴黎盛大上演。包括法国前总统奥朗德在内的上百位中法各界嘉宾受邀与会,共品美酒佳肴,邂逅法国风情与东方神韵的独特魅力。
奥朗德致辞
奥朗德表示,通过举办这样的活动,能够将中法更加紧密地联系在一起。法国的葡萄酒和其他酒类在中国非常受欢迎,也希望茅台和其他中国酒类能够更广泛地被法国人接受。
法国旅游发展署主席福尔认为,餐桌能够让人们团聚,这既涉及美食和生活艺术,同时也涉及文化领域,让人与人之间能更好地相互了解,因此这是一个很重要的活动。
丁雄军致辞
美酒与美食,赋予着生活的多姿多彩。致辞中,丁雄军也和大家分享了关于茅台美酒、美食、美生活的感悟。一是美酒。我们充分顺应天时,遵循崇本守道、天人合一的智慧理念,以中国传统“二十四节气”时序安排生产周期,所酿的美酒,既是人类智慧之结晶,也是自然天成之珍宝,是“天人共酿”之物。二是美酒+美食。茅台立足美酒,构建了茅台酒、酱香系列酒、保健酒、葡萄酒、蓝莓酒等众多美酒产品矩阵。同时创新拓展美食,推出了独具中国风格和茅台特色的茅台宴及冰淇淋、咖啡、巧克力,进一步丰富消费者的茅台美食选择。三是从美酒、美食,到美生活,关键的逻辑在于人。作为享誉世界的蒸馏酒品牌,茅台始终坚持国际化发展道路,为世界各国人民提供多样化、品质化、个性化的美酒美食产品。在未来,茅台将继续坚持“酿造高品质生活”的企业使命,坚定国际化战略,走进更多国家和地区,把茅台美的产品和美的服务带给更多的消费者,满足人们对美好生活的向往和追求。
美馔之夜现场
晚宴的法国行政总厨介绍,当晚有两道菜用了茅台酒,包括海螺鱼烹饪时采用的黄油酱等,将以往使用的白葡萄酒换成了茅台酒,口感非常妙。
美酒美食的表达,在巴黎还有一段喜相逢的佳话。当地时间9月24日晚,一首由意大利著名作曲家贾科莫·普契尼根据童话剧改编的歌剧《图兰朵》中最著名的一段咏叹调《今夜无人入睡》在法国巴黎歌剧院深情传唱,以天籁之声拉开“喜相逢·团缘夜”巴黎晚宴的序幕。
茅台1935是“喜”文化,寓意“喜相逢”;茅台醇是“缘”文化,寓意“因缘而聚”。在中秋前夕,代表喜悦与团圆的美酒来到巴黎,与法国文化交融碰撞,让更多海外友人认识和了解中国传统文化的同时,也让传统文化得到更好传承。
这一场别致的浪漫晚宴,从形式到内容都足以感受到来自贵州茅台的文化魅力。法国消费者SophieHoebek深有体会,他说,酱香加持的菜,味道很丰富,这场活动不仅尝到了茅台的美,也透过茅台感受到了中国文化的无穷魅力。
“喜相逢·团缘夜”活动现场
在茅台加速国际化战略进程的“美时代”,此次“喜相逢·团缘夜”以当地著名文化地标为载体,以文化晚宴形式拓展新圈层,以沉浸体验加速海外消费者认知,让茅台“一盘棋”出海又有了新探索。茅台1935与茅台醇(天青)也为这座城市,留下美的印记,深深触动每一个异国的浪漫灵魂。
法国位于北纬30度到52度的世界葡萄酒带之间,气候、土壤等天然条件优越,葡萄种植历史悠久、技术成熟,造就了香槟、阿尔萨斯、卢瓦尔河谷、波尔多等多个世界闻名的葡萄产区,创造了灿烂丰富的法国葡萄酒文化。
而茅台也选择在自然条件优越的河北省昌黎县投资发展葡萄酒产业,这里与法国波尔多同处北纬39°,同是酿酒葡萄黄金种植带。于是,关于葡萄酒的美也在波尔多有了更多表达。
中法酿酒技艺交流会现场
当地时间9月26日,“酿造美好,共绽芬芳”茅台中法酿酒技艺交流会在波尔多圣埃美隆镇举行。6位波尔多本地葡萄酒专家品鉴了茅台红葡萄酒(霞多丽干白(庄园R3)、茅台葡萄酒庄园R5赤霞珠、青鸾干红葡萄酒)。大家一致认为,近年来中国红酒品质越来越好,茅台葡萄酒便是其中的优秀代表。
拜访同行:加强沟通合作倡导理性饮酒
当地时间9月25日至26日,茅台偕美法国行拜访保乐力加集团董事长兼CEO李家祺,路威酩轩总裁兼CEO贝尔纳·阿尔诺和酩悦轩尼诗全球总裁菲利普·肖斯,并走进波尔多葡萄酒产区。
丁雄军在保乐力加参观交流
保乐力加集团由法国两家最大的酒类公司保乐公司(成立于1805年)和力加公司(成立于1932年)于1975年合并而成,是世界三大烈酒和葡萄酒集团之一。其产品组合覆盖从高档到奢华档的品类,品牌包括绝对伏特加、力加、百龄坛、芝华士、皇家礼炮、格兰威特、尊美醇、马爹利等等。
“我喝过茅台酒,很喜欢。”李家祺表示,茅台在世界各地都已经成为一个非常重要、非常有名的品牌。
当听到李家祺介绍保乐力加的业务构成在欧洲、亚洲和美洲各占三分之一,丁雄军表示,茅台的国际化比保乐力加要起步晚一些,我们目前出口到了64个国家和地区,我们的国际化还要向保乐力加学习。
一直以来,保乐力加倡导理性饮酒。李家祺希望茅台能够加入国际理性饮酒联盟,“考虑到茅台在国际市场的重要性和认知度,茅台能加入这个联盟是一个很重要的事情。”
“茅台愿意加入并积极倡导理性饮酒。”丁雄军现场表示,这几天在巴黎看到很多地方的消费场景在复苏,茅台对于酒行业很有信心。他认为,为了人类的健康和美好,世界上知名酒企号召理性饮酒,是探讨酒行业和企业的创新和可持续发展的有力尝试。
路威酩轩是全球第一大奢侈品集团,旗下拥有数十个国际知名奢侈品品牌,在葡萄酒和烈酒领域拥有酩悦轩尼诗(MoëtHennessy)品牌,是首个市值超过5000亿美元的欧洲上市公司。
茅台与酩悦轩尼诗交流座谈
在与菲利普·肖斯交流时,丁雄军坦承,“目前我们在国际市场上的分量很少,轩尼诗很大的优势是国际市场和渠道,所以我们的合作是基于这种优势的分析和互补。”
丁雄军提出三点合作建议:第一,探索合作开发适合国际市场的新产品;第二,优势互补联合开拓国际市场;第三,共同担负大企业的社会责任,积极倡导理性饮酒和可持续发展。
“我们需要把中国的白酒让国际上的消费者认知并喝到。”丁雄军说。
丁雄军一行还前往波尔多市路威酩轩旗下的白马酒庄,调研世界知名酒庄的酿造工艺和营销策略。
丁雄军在白马酒庄参观交流
白马酒庄在圣埃美隆列级酒庄中,属于一级酒庄A级(PremiersGrandsCrusClassesA),也是波尔多八大名庄之一。交流中,白马酒庄负责人介绍了其酿造工艺。当得知白马酒庄以当地葡萄为原料,充分利用当地土壤、气候调节开展酿酒作业,并积极追求最卓越的品质时,丁雄军表示这与茅台酒“天人共酿”和“质量是生命之魂”的理念不谋而合。
以酒为媒,以美为向,茅台国际化道路在法国得到了生动的演绎。正如丁雄军所说,茅台偕美世界行诠释了茅台从一瓶白酒到一种饮酒文化、从一个硬产品到一种软实力的美学基因和美学力量,助力茅台不断探索特色国际化路径。
接下来,茅台偕美世界行还将走进英国伦敦,“MEI”的文化表达与优雅庄重的英伦文化碰撞交融,又将擦出新的火花。
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