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