Editor's Note: The fifth China International Import Expo is near. The "My CIIE Story" activity, which was launched on June 1, has drawn a great deal of attention and many people have shared their experiences related to the expo. A series of works themed on "grand strategy" and "big market" were published in July and August. In September, more stories with the theme "prominent platform", which showcase how the CIIE turns exhibits into commodities and exhibitors into investors, will be released.

Wuliangye's products are displayed during the CIIE. [Photo/CIIE Bureau]

Wuliangye, one of China's most famous liquor brands, has been cooperating with the CIIE for five years.

We have established new partnerships through the expo. For example, we made our first contact with German software company SAP at the inaugural CIIE in 2018 and the two sides soon signed a strategic cooperation agreement in May 2019.

Wuliangye became a core partner of the CIIE at the third edition in 2020. We set up a booth measuring more than 100 square meters at the expo's cultural exchange exhibition area that same year and reproduced the wine cellars dating back to the early Ming Dynasty (1368-1644). A special kind of liquor co-branded by Wuliangye and the CIIE was also launched.

Our booth was expanded to 360 square meters at the fourth CIIE to showcase the long brewing history in Yibin, Southwest China's Sichuan province, where Wuliangye is headquartered. Our core products and five kinds of materials – sorghum, rice, glutinous rice, wheat, and corn – were also displayed at the booth.

The CIIE is an important platform for us to promote the brand and excellent Chinese wine culture. The expo's mascot, named Jinbao, is a panda and Sichuan province is home to pandas. During the fifth CIIE which will take place from Nov 5 to 10, we will launch blind boxes featuring the mascot and new commemorative liquor products. Preparations for the cultural exchange exhibition are also currently underway.

I'm looking forward to forging closer ties between Wuliangye and the CIIE.

By Zeng Hongli

The author is responsible for international activities and corporate advertising at Wuliangye Group Co.