Let the world's wineries come in, and Lang Winery become the spiritual coordinates of the global wine industry.

From June 19th to 21st, on the left bank of the Chishui River, the Langjiu Manor, an unprecedented gathering of world wineries, the "Century in the Same Frame", began: the first World Winery Culture Conference was held. Representatives from 28 of the world's top wineries from 11 countries and regions, covering nearly 10 major wine varieties, including wine, brandy, whisky, tequila, vodka, and more, gathered here. The lineup was luxurious and diverse, making it a rare event in the history of global wine industry exchanges. In recent decades, the pursuit of Chinese Baijiu has been to "go out", to participate in exhibitions, to promote, and to strive to let the world see. However, this time, the top wineries from around the world took the initiative to come in. Baron Philippe Rothschild, Camus Group, Rieussec Castle Winery, Pernod Ricard... any one of them is a top player in the industry. Now they have gathered on the left bank of the Chishui River, sitting at the same table and having a dialogue with Chinese wineries. This "reverse visit" itself is the strongest signal of the industry's upgrade and transformation in the second half of the game. In addition, during the conference, the "World Winery Influence Index" was officially released. This report, developed by the Xinhua Index Research Institute based on the Xinhua News Agency's global information network and the wine industry think tank, is the world's first comprehensive influence evaluation system for wineries across different types of wines and multiple dimensions. The research team selected 94 wineries covering 23 countries and the top ten mainstream wine categories as samples, ultimately dividing global wineries into four tiers. Among them, the Langjiu Manor ranks in the top first tier, alongside Romane-Conti and Lafite, and is the only Chinese brand among the top 10 wineries. With this, Chinese wineries have completed a magnificent leap from "running alongside" to "leading" on the world stage. Under the industry's changing landscape, Langjiu's strategic upgrade from "skill" to "philosophy" To understand the profound significance of this conference, we need to first understand what the Chinese Baijiu industry is going through. In the past few decades, the Chinese liquor industry has experienced two competitive stages: competing for channels has led to the success of a generation of liquor companies, while competing for end customers has created another generation of liquor companies. However, now the Baijiu industry has deeply entered the period of stock competition, where the diminishing marginal returns of traditional "channel grabbing and end customer grabbing" tactics continue. Channels have flattened to the extreme, and end customers are saturated. The era where growth could be driven by shelf space and displays alone is gone. The consumer environment is also undergoing dramatic changes. The younger generation of consumers no longer believe in advertising bombardment. They have their own criteria for what constitutes a good liquor and value perceived quality, cultural identification, and immersive experiences more persuasively than any marketing tagline. The essence of consumer upgrading is not to drink more expensive liquor, but to understand themselves better through what they drink. In this new landscape, industry competition is shifting from the realm of tactics to philosophy: Channel distribution, display strategies, and advertising placement are tactics, focusing on getting consumers to make a purchase. Quality endorsement, cultural resonance, and value alignment are elements of a deeper philosophy, focusing on creating a desire in consumers to purchase. While competitors are still engaged in intense battles in the stock market, those who can first elevate their strategic thinking will gain an advantage in the next cycle. What has Langjiu done right? Looking back to 2008, when Wang Junlin visited Europe and visited many world-famous wineries, he was deeply impressed. The seed of a world-class winery dream was quietly planted. Over the past decade, Langjiu has invested over 20 billion yuan to build the Langjiu Manor on the left bank of the Chishui River, which officially opened its doors in 2020. In an era where many were rushing to expand quickly and seize market share, Langjiu chose the slowest, hardest, and most challenging path: Building a manor that cannot be monetized quickly. At the time, this decision may not have been understood, but looking back now, it is a testament to Langjiu's strategic foresight. While others were focusing on capturing distribution channels, Langjiu was focusing on capturing consumers' minds. The Langjiu Manor serves as the ultimate expression of quality. The narrative of "born in the Chishui River, grown on the Tianbao Peak, nurtured in the pottery jar library, and stored in the Tianbao Cave" has transformed, within the manor, into a tangible, smellable, and empathetic immersive experience. Consumers can touch the warmth of the newly fermented wine, feel the aroma of the wine moss accumulated over time on the pottery jar, and see the slow flow of time in the wine. Since its opening, the Langjiu Manor has welcomed over a million visitors, with an annual reception of over 200,000 people. With 300,000 tons of high-quality sauce wine storage capacity, the long-term rule of "store for ten years and sell one", and an open and transparent value chain from grains to fermentation to storage and blending, these seemingly simple adherence to principles have gained tangible expression in the physical space of the manor and conveyed value through the firsthand experience of consumers. Competition at the tactical level involves efficiency, speed, and coverage, while competition at the philosophical level involves trust, identity, and aspiration. Langjiu's 20 billion investment in the manor is essentially a strategic wedge for the future, once consumers establish the cognitive link between "manor sauce wine = good wine", tactical movements by competitors at the distribution end would be difficult to shake. The birth of a "Chinese solution": profound significance at three levels Returning to the World Winery Conference, it holds profound significance at least at three levels. First, establishing a "Chinese discourse power" in the global winery evaluation system. For a long time, global winery evaluations have been dominated by Western institutions, and restricted to a single wine variety. Wine has its evaluation system, and whisky has its own rating standards, running parallel to each other and incompatible. Chinese Baijiu has long been in a state of "speechlessness" in such a system, not due to poor quality but due to a lack of a universal evaluation language that can encompass different wine varieties and reflect multiple values. The Xinhua-affiliated agency was the first to release the World Winery Influence Index, which evaluates wineries across different wine varieties and multiple dimensions, making it seen as a critical step in China's transformation from being evaluated by others to being a rule maker. Langjiu Manor's inclusion in the top tier "Leading Tier" signifies the authoritative recognition of China's Baijiu quality standards within a global benchmark system. The recognition from top international peers itself is the strongest endorsement of "Langjiu = world-class quality". This provides a new pathway for the internationalization of Chinese baijiu: instead of awkwardly fitting into Western single-wine variety evaluation systems, it's now about establishing a universal value coordinate system that can accommodate diverse wine varieties, allowing the world to reevaluate Chinese baijiu with a new ruler. Second, innovation in the internationalization path of Baijiu. The traditional path for Baijiu to go international has been to "go out", participate in exhibitions, advertising, sponsorships, with high costs, long cycles, and limited reach, often leading to a self-contained communication dilemma. Langjiu chose a completely different path: inviting the world in. Through a manor, an index, and a conference, top wineries from around the world actively went to the left bank of the Chishui River. Inviting them in is more persuading than going out: Each visiting international winery representative is a witness and promoter of Langjiu's brand value. The overflow effect of the World Winery Conference will spread to all corners of the globe as these representatives return home. Langjiu has completed a cognitive upgrade of internationalization from "product going out" to "culture guiding". Third, the Langjiu Manor is not just a brewing base; it is also a spiritual beacon for the global wine industry. In the five-dimensional evaluation system, "endurance" points to the cultural heritage and spiritual depth of a winery that spans generations. The Langjiu Manor's significance has already transcended its production function; it's a perpetual stage for global wine industry dialogues and a "place of longing" for baijiu enthusiasts. Author Mai Jia shared a detail during the Qu fermentation ceremony: on the evening of June 19th, he was walking alone in the mountains, and due to the performance, all the lights on the mountain were turned off. When darkness enveloped the valley, he turned around and saw a hill in the distance, with a glowing blue-green-violet "Lang" character. "At that moment, the mountain was no longer lonely, it suddenly had brilliance, aspirations, and energy." This moment precisely encapsulates the spiritual significance of the Langjiu Manor beyond physical space. For baijiu enthusiasts worldwide, this is not just a place to buy liquor but a place to understand the soul of Chinese baijiu. As the Chairman of the French Wine Tourism Higher Council, Elie Norvell said, liquor should transcend being an ordinary consumer product and become a carrier of civilization. The Langjiu Manor is making this a reality, making an Eastern winery a spiritual landmark that the global wine industry can look up to. While the industry is still engaged in intense battles in the stock market, Langjiu has completed a strategic upgrade with a manor. The World Winery Conference is not a period, but a semicolon, pointing to a new era where Chinese baijiu goes from "product going out" to "culture guiding". The role played by the Langjiu Manor in this is a perpetual stage for the dialogue between Chinese baijiu and the world, a "living temple" of quality faith. With world wineries as partners, world-famous wines moving forward together, Langjiu is already on the road and leading the way.