Gu­jing Boosts Brand In­ter­na­tion­al­iza­tion through Four-time Par­tic­i­pa­tion in the World Expo

China's Foreign Trade (English) - - Special Report - By Wang Shiyu

Among the part­ners of the As­tana Expo 2017, An­hui Gu­jing Group is the only Chi­nese liquor com­pany, about to em­bark on its fourth trip to the World Expo. The brand is ap­proved by the Or­ga­niz­ing Com­mit­tee of the China Pavil­ion for the As­tana Expo 2017, and Au­gust 29 will be the cor­po­rate day for Gu­jing Group.

“Chi­nese liquor is a fea­tured prod­uct of China that plays an im­por­tant role in Chi­nese tra­di­tional and mod­ern cul­ture. It is the re­spon­si­bil­ity and duty for Chi­nese liquor en­ter­prises to bring up a brand im­age match­ing with its glory.” Be­fore As­tana Expo 2017 be­ing open to the vis­i­tors, China’s For­eign Trade had an in­ter­view with Liang Jin­hui, chair­man of An­hui Gu­jing Group, who shared the ex­pe­ri­ences and feel­ings about the in­ter­na­tion­al­iza­tion of Chi­nese na­tional brands and the par­tic­i­pa­tion in “Belt and Road” con­struc­tion.

The theme of the China Pavil­ion for the As­tana Expo 2017 is “Fu­ture En­ergy, Green Silk Road”, which agrees with the busi­ness con­cept of Gu­jing Group, in Liang Jin­hui’s opin­ion. “Kazakhstan is an im­por­tant part of the Silk Road Eco­nomic Belt. As one of the rep­re­sen­ta­tive Chi­nese na­tional en­ter­prises, Gu­jing Group is com­mit­ted to in­te­grat­ing the con­cept of ‘smart man­u­fac­tur­ing, green brewing’ into the pro­duc­tion process of Gui­jing­gong Liquor, which hap­pens to co­in­cide with the theme of China Pavil­ion,” said Liang Jin­hui.

Liang Jin­hui said, through the As­tana Expo 2017, Gu­jing Group planned to start from Kazakhstan, along the route for the “Belt and Road” ini­tia­tive, to pro­mote the in­ter­na­tional in­flu­ence of Chi­nese en­ter­prises in Cen­tral Asia, es­pe­cially in Kazakhstan, by par­tic­i­pat­ing in the con­struc­tion of the “Silk Road Eco­nomic Belt”.

Kazakhstan is one of China’s friendly neigh­bors and com­pre­hen­sive strate­gic part­ners. With the im­ple­men­ta­tion of “Silk Road Eco­nomic Belt”, China-kazakhstan co­op­er­a­tion will usher in his­tor­i­cal op­por­tu­ni­ties. Liang Jin­hui said: “China and Kazakhstan con­tinue to deepen mu­tu­ally ben­e­fi­cial co­op­er­a­tion. For ex­am­ple, en­ergy re­sources from Kazakhstan contribute to the eco­nomic de­vel­op­ment in China, while those Chi­nese-funded en­ter­prises bring cap­i­tal, tech­nol­ogy and ser­vices to Kazakhstan. The align­ment of ‘Belt and Road’ ini­tia­tive and the ‘Bright Road’ new eco­nomic pol­icy will boost the eco­nomic and trade co­op­er­a­tion be­tween the two coun­tries, pro­mot­ing the com­mon pros­per­ity. In hope of tak­ing this chance, we are will­ing to strengthen the tech­ni­cal and cul­tural com­mu­ni­ca­tion with Kazakhstan en­ter­prises, while im­prove the aware­ness of Chi­nese na­tional brands among lo­cal peo­ple.”

Kazakhstan is an im­por­tant node for the “Silk Road Eco­nomic Belt”, and the As­tana Expo 2017 is ex­pected to pro­vide a plat­form to pro­mote in­ter­na­tional co­op­er­a­tion on the “Belt and Road” ini­tia­tive, and also a chance to align “Belt and Road” ini­tia­tive and Kazakhstan’s “Bright Road” new eco­nomic pol­icy. Liang Jin­hui also be­lieves that the As­tana Expo 2017 will be a win­dow for China to prop­a­gate its na­tional im­age and im­prove soft power to the world, in or­der to win trust from part­ners, thereby strength­en­ing the un­der­stand­ing of and in­ter­na­tional co­op­er­a­tion on the “Belt and Road” ini­tia­tive. Specif­i­cally, the As­tana Expo 2017 will pro­mote co­op­er­a­tion be­tween China and neigh­bor­ing coun­tries, in­ter­est­ing Cen­tral Asia, Rus­sia, Eastern Europe and other coun­tries and re­gions along the an­cient Silk Road.

As an in­dis­pens­able busi­ness card of “made in China”, China’s pho­to­voltaic in­dus­try has be­come one of the im­por­tant in­dus­tries for the “Belt and Road” ini­tia­tive. The ex­clu­sive in­ter­view with China’s For­eign Trade be­fore the open­ing of As­tana Expo 2017 re­flects that sev­eral com­pa­nies un­der Golden Con­cord Group Lim­ited (GCL Group) are plan­ning to en­ter into the “Belt and Road” coun­tries, which has be­come a key in­vest­ment do­main for GCL Group. Pho­to­voltaic com­pa­nies are en­cour­aged to jointly “go global”

“So far, we have de­vel­oped a scheme in re­la­tion to the ‘Belt and Road’. We have started to en­ter into the mar­kets of the Philip­pines, Thai­land, Viet­nam and In­dia, and we are proac­tively push­ing for­ward the plan to nudge into Uzbek­istan, Ukraine and Rus­sia, too.” said Li An­dong, deputy gen­eral man­ager of the New En­ergy Strat­egy & In­vest­ment Divi­sion un­der the GCL Group.

Pres­i­dent of the GCL Group Zhu Gong­shan is quite op­ti­mistic about the state “Belt and Road” ini­tia­tive and Zhu calls on the Chi­nese new en­ergy com­pa­nies to join hands for go­ing global and to form an “China syn­ergy” in a bid to make ef­forts for the “Belt and Road” eco­nomic con­struc­tion.

Ac­cord­ing to Zhu, the “Belt and Road” ini­tia­tive brings pref­er­en­tial poli­cies and stim­u­late the new en­ergy de­mands in the “Belt and Road” coun­tries. “Since the ‘Belt and Road’ ini­tia­tive was pro­posed, on the one hand we pur­pose­fully in­vest into the coun­tries along the ‘Belt and Road’, and on the other hand South­east Asia and Mid-east Europe ex­actly have high de­mands for new en­ergy, which pro­vides ex­cel­lent”op­por­tu­ni­ties for start­ing busi­ness abroad and ex­plor­ing into the over­seas mar­kets,” Zhu added.

Zhu re­gards that in­vest­ments in in­fra­struc­ture will pro­vide more op­por­tu­ni­ties for over­seas in­vest­ments and will op­ti­mize the lo­cal in­vest­ment en­vi­ron­ment. For in­stance, Thai­land of­fers some tax sub­si­dies and the Philip­pines also have pref­er­en­tial tax poli­cies. Be­sides, many coun­tries pro­vide pref­er­en­tial land poli­cies and even of­fer free land. As for Pak­istan that in­vestors are hes­i­tate to en­ter into in the past years, as the Sino-pak­istan eco­nomic cor­ri­dor opens, GCL group is confident about mak­ing in­vest­ment in Pak­istan.

Ac­cord­ing to Zhu, the “Belt and Road” ini­tia­tive not only points out the di­rec­tion for in­vest­ments, but also con­nects the emerg­ing mar­kets. Some coun­tries not along the “Belt and

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