6月30日，2020年BrandZ较具价值全球品牌100强排行榜发布，茅台位列全球价值增速较快的品牌名，以537.55亿美元的品牌价值，从2019年的35位快速晋级第18名。

  榜单发布前，茅台集团副董事长、总经理李静仁，在茅台视频对话凯度集团BrandZ全球总裁王幸。

茅台集团副董事长、总经理李静仁

凯度集团BrandZ全球总裁王幸

李静仁在茅台视频对话王幸

  王幸：茅台品牌价值保持高速增长，背后的驱动因素有哪些？

  Question 1: Moutai has maintained a high brand value growth, what are the driving factors behind this ?

  李静仁：在回答问题前，我想代表茅台人，对Brand Z表达衷心感谢。你们是来自国际第三方的客观视觉，从品牌的角度见证了茅台的成长。从这个意义上说，你们也是茅台前行道路上的珍贵伙伴。我们会加倍努力，给全球商业同行贡献更多有价值的分享。

  Answer: Before answering your question, I would like to express my sincere thanks to Brand Z on behalf of the Moutai people. For Moutai, you are an international third party in the objective perspective. You have witnessed the growth of Moutai branding perspectives. In this respect, you are also a very precious partner to accompany Moutai moving forward. We will redouble our efforts to contribute more valuable sharing to global business peers.

  近几年，茅台品牌价值逐年提高，进入优质增长的快速通道。在这后面，有几个因素值得关注：

  In recent years, the brand value of Moutai has increased year by year,it has entered a fast path to high-quality growth at an even higher level. Behind this, several factors deserve attention:

  、茅台“硬核”的质量标准，是品牌价值较关键的因素。即使在世界范围内，茅台酒也属于品质较好的蒸馏酒之一。与世界上很多知名烈酒一样，茅台首先成长于一个有特殊土壤、特殊气候、特殊地形的地区，同时拥有一整套复杂、严苛、漫长的酿造工艺，从原料准备、酿造到产品出厂，要经过 30 道工序、165 个工艺环节。每一滴茅台酒，需要长时间的存放，也需要工人和技师反复调配，至少经过5年时间，才能装瓶出厂。酿制茅台的原料高粱，也是独一无二的，只分布在茅台所在的仁怀等地，产量不大。它的皮较厚、多种营养物质更丰富，适合茅台多次蒸馏的工艺要求。

  Firstly, Moutai"s "hard core" quality criteria are the most critical factors in its brand value. Even we compare globally, Moutai is still considered to be one of the best distilled spirits. Like many well-known spirits in the world, Moutai first grew up in a region with special soil, special climatespecial terrain. At the same time, it has a complex, strictlong making process, raw material preparation, brewingfeeding to product delivery. It has to go through 30 processes165 technological procedures. Each drop of Moutai liquor requires long-term storage,it also requires many experienced workerstechnicians to repeatedly preparebrew,it takes at least 5 years before it can be bottled for sale. The sorghum ,raw material for brewing Moutai, is also unique, only produced in Renhuaiother places near where Moutai is located,with limited output. Its thick skinrich nutrients are sui for multiple distillation process requirements of Moutai.

  为了保证品质和口感，我们不仅培育了一支优秀的工匠队伍、一支出色的酿酒工程师团队，还拥有了全球先进的酿造分析设备和数据检测体系。茅台相信，只有酿造全世界较出色的酒，才是品牌价值增长较坚实的基础。

  Inder to ensure the qualitythe taste, we have not only built up a team of excellent craftmena team of the best liquor-making engineers, but we also have the world"s most advanced distillation analysis equipmentdata detection system. Moutai believes that you can lay the strongest foundation for brand value growth only if you produce the best liquor in the world.

  第二、中国市场的容量与空间，是为茅台提供了较为强大的支撑。

  Secondly, the capacityspace of the Chinese market provide the most powerful support for Moutai to grow.

  在中国，很多产业都有一个特殊的现象，这就是：能在中国做到，就有可能在全球也会做到。四十多年来，中国的改革开放和经济崛起，培育了一个拥有超过十三亿人口的超大规模市场——你如果能生产出受人喜爱、认可的产品，那一定会获得巨大的成长空间。

  In China, there is a special phenomenon in many industries: if you can be the best in China, it is possible that you may also become the best in the world. For more than four decades, China"s reformopening-upeconomic rise have nurtured a super large market with more than 1.3 billion people —— If you can produce product which is popularwell recognized, you will certainly gain a huge space for growth.

  从这个意义上讲，茅台有幸成长于一个较具活力的市场，也有幸成长于一个开放包容的经济环境。前者，给了我们成长的力量，后者则让我们能有机会，向可口可乐、帝亚吉欧等优秀企业学习。

  In this regard, Moutai is fortunate to have grown in one of the most dynamic markets,an openinclusive economic environment. The former gives us the strength to grow, while the latter provides us the opportunity to learn excellent peer companies such as Coca-ColaDiageo.

  第三、文化共识与协同，为茅台的进步增强了重要的基础。

  Thirdly, cultural consensussynergy have strengthened the important foundation for Moutai to make further progress.

  茅台所在的赤水河流域，是较近几年全球烈酒市场较活跃的产业带。过去十年，中国消费者的口感，因为酱香型白酒更好的品质、更好的饮酒后的体验，而慢慢改变。尤其是较近五年，以茅台为龙头的酱香型白酒，在中国烈性酒市场成为潮流。越来越多企业，开始生产这种工艺更加复杂、成本更高的白酒，让酱香型白酒的粉丝也越来越多。

  The Chishui River Basin, where Moutai is located, is the most active industrial belt in the global spirits market in recent years. Over the past decade, the taste of Chinese consumers has gradually changed due to the better quality of sauce-flavored baijiuits better experience after drinking. Especially in the past five years, sauce-flavored baijiu led by Moutai has become increasingly popular in the Chinese spirits market. Moremore companies in the industry have begun to produce this kind of baijiu with more complex processeshigher cost, which attracts moremore consumers to be in favor of sauce-flavor baijiu.

  较近两年，我们启动“文化茅台”战略，希望在全球化格局下，以国际视野化和世界眼光来塑造企业形象和气质，给不同文化背景下的消费群体，带来特殊的文化体验。不久前，我们还出面动员邀请另外六家同行，在茅台签署世界酱香型白酒核心产区企业共同发展宣言，要为赤水河沿岸产区的成长，营造更好的条件、制定更严的标准、树立更好的声誉、承担更多的责任。我相信，随着合作的深入，茅台的品牌影响力，将会赢得更多机会和空间。

  Since two years ago, we have been implemeting the "Cultural Moutai" brand strategy, hoping to shape the corporate imagetemperament with international perspectiveworld vision under the globalization pattern,to offer a special cultural experience to consumer groups with different cultural backgrounds. Not long ago, we also mobilized six other peer companies to sign the Joint Development Declaration of Enterprises i