"The Metaverse" originates from the pioneering concept of science fiction literature master Neal Stephenson in his classic work "Snow Crash." In this novel, humans use digital avatars to live and interact in a meticulously crafted virtual three-dimensional space, showcasing a universe that runs parallel to the real world yet possesses its unique charm. The Metaverse not only heralds the grand blueprint of future internet technology but also paves a broad stage of imagination for subsequent science fiction creations and technological innovations in the real world.
To some extent, the Metaverse has become a vivid embodiment of the oasis in human hearts. In this virtual oasis, people can not only enjoy a sensory feast similar to the real world but also enrich their spiritual world and expand the boundaries of social networks through a continuous stream of innovative activities.
Now, the wave of the Metaverse has swept into the liquor industry. Guotai Digital Liquor Industry Group (hereinafter referred to as: Guotai Liquor) actively utilizes this cutting-edge technology to create an oasis of liquor culture in the virtual world, bringing consumers an unprecedented immersive experience.
From the Metaverse to Liquor Digitalization
On October 10th, at the Shanghai Liquor Expo, Guotai Liquor's Metaverse experience project made a stunning appearance. The project cleverly uses cutting-edge VR (Virtual Reality) and AR (Augmented Reality) technologies to transcend time and space, vividly recreating famous historical brewing scenes before the audience.
A consumer who experienced the 20-minute Guotai Metaverse project was excited after the experience: "It was a wonderful journey, and the experience was very good!"
It is reported that the Guotai Metaverse took two years to complete and is the first Metaverse in the Chinese liquor industry. It breaks through geographical and physical limitations, allowing friends who have not personally visited Moutai Town to experience the magical process of Guotai liquor brewing. It also allows the world to feel the cultural characteristics of Moutai Town and the unique charm of Guotai liquor through the fantastic journey of Guotai Metaverse.
This also means that when consumers visit Moutai Town and the production base of Guotai Liquor, they can not only appreciate the production characteristics of traditional sauce-flavored liquor but also enter modern intelligent workshops, Guotai Metaverse Pavilion, Digital Enterprise Pavilion, Liquor Culture Pavilion, etc., to feel the transformation of sauce-flavored liquor from "co-brewed by heaven and humans" to "intelligently brewed by heaven and humans."
It is understood that Guotai Liquor will also extend this cutting-edge experience to a broader market and specialty stores, using the power of technological innovation to accelerate the expansion of market boundaries. With this innovative model, the profound cultural heritage of Moutai Town and the unique liquor tourism integration experience of Guotai Liquor achieve a perfect fusion and are widely disseminated on a larger scale.
The release of the Metaverse is a solid step taken by Guotai Liquor on the path of digitalization. In recent years, with the rapid development of emerging technologies such as big data and artificial intelligence, the application prospects of digital technology in the liquor industry have become broader. Leading liquor companies are accelerating the layout and implementation of digitalization transformation, promoting the transformation and upgrading of the liquor industry through digitalization and intelligence, developing new quality productive forces in intelligent manufacturing of the liquor industry, and allowing numbers to produce the aroma of liquor.For over two decades, Guotai Liquor Industry has been deeply rooted in Maotai Town, adhering to the principle of "upholding tradition without being bound by the old, and scientific innovation without straying from the essence." It has boldly embarked on a journey to explore a new industrialization path for the sauce-flavored liquor industry, establishing an intelligent brewing system integration system, and successfully verifying the feasibility of intelligent brewing for sauce-flavored liquor. This milestone achievement has not only created a unique system competitiveness for Guotai but also provided a new direction for the transformation and upgrading of the entire liquor industry.
Song Shuyu, the chairman of the China Alcoholic Drinks Association, highly praised Guotai Liquor Industry's digital transformation, considering its application of information technology, artificial intelligence, and advanced equipment manufacturing as a benchmark for the industry. The application of new technologies in traditional industries has become an unstoppable trend, and the industry has reached a consensus on the importance of digital transformation. Guotai Liquor Industry has made significant achievements in improving production efficiency, production management and quality control, optimizing supply chain management, strengthening marketing management, enhancing customer service, and responding to market changes.
Embracing the wave of the digital intelligence era with technological empowerment has become a key path for liquor enterprises to overtake and create "new famous Chinese liquors" in the face of digitalization, diversification, internationalization, and年轻化 challenges. As Yan Kaijing, the chairman of Guotai Liquor Industry, said, standing on the shoulders of tradition and promoting industry transformation and upgrading is an inevitable choice.
After six iterations of technology, Guotai has successfully built nine major systems, including a mechanized koji production line, and transformed vague subjective brewing experience into digital standards that machines can understand and humans can monitor. The traditional "12987" process has been refined into 30 processes and 274 links, and 1508 process indicators have been extracted, classified into A, B, and C categories by importance. This move has enabled the quantification of key parameters in every link of Guotai's brewing process and achieved fine control, ensuring the standardization, batch stability, and excellent quality of Guotai liquor from koji making to blending and packaging.
As the second-largest liquor producer in Maotai Town, Guotai Liquor not only has a unique geographical environment, superior ecological resources, and rich cultural heritage but also keenly captures the historical opportunities brought by digital intelligence. Driven by scientific and technological innovation, it deeply integrates traditional brewing skills with modern technology to explore the development of new quality productive forces.
Yan Xijun, the founder of TianShiLi, the founder of Guotai, the lifetime honorary chairman of TianShiLi Group, the chairman of TianShiLi Digital Health Industry Group, and the chief of innovative productive forces of Guotai Digital Liquor Industry Group, stated that everything at Guotai is for brewing good wine, and brewing good wine is for the wine to be enjoyable. While allowing consumers to experience the beauty of the wine, it is also necessary to tell the story of the good wine well. Guotai uses scientific technology to analyze traditional processes, reproduce the spirit and skills of craftsmen, adhere to tradition without being bound by the old, and scientifically innovate without straying from the essence. Practice has proven that this path is feasible.
Liu Zhenguo, the deputy secretary-general of the China Alcoholic Drinks Association, believes that selling good wine is intelligent brewing, and drinking good wine is the way of experience. By using new digital experiences to lead consumers well, the "new" of new famous Chinese liquors should not only be new in production and intelligent manufacturing but also transform the intelligent manufacturing of new quality productive forces into market competitiveness and market competitive advantage. New famous liquors must have a "new" way of expression, using language that consumers can understand and a way that young consumers can accept to express new technologies, new expressions, and new brewing methods to consumers, establishing the technological content, quality assurance, and personalized characteristics of new famous liquors, and digital Guotai has such advantages.
Regarding Guotai's intelligent brewing, Professor Xu Yan, the former vice president of Jiangnan University, gave recognition. Xu Yan said that Guotai actively promotes digital brewing, closely integrating digitalization with the traditional liquor industry, and promoting the transformation and upgrading of traditional industries, which is a beneficial practice for creating new famous Chinese liquors. "For the entire industry, especially enterprises like Guotai that lead in mechanization and sauce liquor production, it is necessary to continue to persist, to use advanced technology to make good wine, and to make high-quality wine. This is the foundation of the industry and the process that Guotai has been striving for." Xu Yan said.
With the widespread use of digital technology and artificial intelligence technology, Guotai Liquor Industry has keenly captured the historical opportunities brought by artificial intelligence large models to various industries. It has cooperated deeply with Huawei, starting from the core logic of the industry, relying on Huawei's PanGu large model, and carefully creating the "Sauce Liquor Industry Large Model." This large model aims to inject new productive forces into the industry, integrating multi-dimensional question and answer systems such as industry knowledge, quality control, and scientific research exploration, while covering key functions such as liquor body traceability and precise calculation, intelligent fermentation control, intelligent blending technology, marketing content automatic generation, and AI intelligent analysis at the enterprise management level.Shuzhi Guotai, Ushering in a New Chapter of Development
In 2024, on the basis of forming a high-quality development model led by intelligent brewing, Guotai Liquor Industry proposed the proposition of "Shuzhi Guotai Opens a New Chapter, Creating a New Chinese Famous Liquor," and is committed to continuously improving and enriching the connotation system of the new Chinese famous liquor through practical exploration and demonstration leadership, to create a "New Chinese Famous Liquor."
Yan Kaijing, Chairman of the Board of Directors of Tianshi Li Big Health Industry Investment Group, Chairman of Tianshi Li Biopharmaceutical Industry Group, and Chairman of Guotai Shuzhili Liquor Industry Group, said that by focusing on the development goal of "Shuzhi Guotai," Guotai will continue to consolidate its first-mover advantage, firmly promote the realization of intelligent manufacturing, digital supply chain, networked market, self-centered creation, and blockchain organization. By building Shuzhili productivity, it will seize the Shuzhili track, move towards the intelligent industry ecosystem, and form Guotai's core competitiveness.
Looking to the future, Guotai continues to deeply embrace the Shuzhili era, creating five new chapters of "industry big model, Shuzhili marketing, product research and development, ecological experience, and healthy culture." It builds the "Sauce-flavored Baijiu Industry Big Model," focusing on cultivating new quality productivity for the industry; with consumers at the center, it vigorously promotes the construction of Shuzhili marketing platforms; continues to promote intelligent brewing, and empowers scientific research with Shuzhili means; fully releases the advantages of the "national-level green intelligent factory," uses intelligent brewing as a tool, integrates the ESG management system into the entire process of operations, and firmly promotes intensive, high-end, green, and sustainable development; advocates for a modern drinking culture of rational, healthy, civilized, and scientific drinking, establishes the cultural philosophy system of "Tongdao" that respects the heavenly way, keeps the earthly way, and reaches the human way, pioneers the evidence-based medical evaluation technology for the post-drinking comfort of sauce-flavored baijiu, scientifically analyzes the quality connotation of sauce-flavored baijiu and the concept of the micro-ecology of the production area, and integrates the idea of "Tong" into products, brand propositions, and consumer value.
Empowered and driven by new quality productivity, the modern sauce-flavored baijiu industry shows tremendous development potential and space. Guotai Liquor Industry not only adheres to the deep affection and respect for the tradition of baijiu but also continuously explores and innovates on the path of intelligence, greenness, and health. By leading with technology and empowering a better life, it inherits and promotes the culture of fine liquors. This is the effort of Guotai and also the responsibility and commitment of the new Chinese famous liquor.