贵州这场企业家座谈会，酱酒咖啡牛奶都上桌了At this entrepreneur symposium in Guizhou, soy sauce, wine, coffee, and milk were all served on the table

近来，“企业家座谈会”在网上热度颇高。

(本文来自澎湃新闻，更多原创资讯请下载“澎湃新闻”APP)

Recently, the "Entrepreneur Symposium" has been highly popular online.

From the central to local levels, entrepreneur symposiums are a fine tradition of government enterprise interaction and a institutional arrangement for doing a good job in economic work.

On July 13th, Li Bingjun, Deputy Secretary of the Guizhou Provincial Party Committee and Governor, presided over a symposium for entrepreneurs to implement the deployment requirements of the "Four Major Efforts" of the Provincial Party Committee and Provincial Government, and to listen to opinions and suggestions on the current economic situation and next steps of economic work in Guizhou Province.

Some industry insiders believe that to understand the industry trend, one must look at such symposiums.

Guanglv Group, Guizhou Steel Rope, Jinglianwen Data, George Pinjiu Coffee, Xiaozhuoxian Liquor Industry, Haoyiduo Dairy, Magical Pharmaceutical, and Vision Group participated in the symposium, corresponding to 8 characteristic tracks, including both state-owned and private enterprises, with a wide range of points, expertise, and highlights, connecting the "panoramic thumbnail" of Guizhou's advantageous and characteristic industries.

Xiaozhuoxian Liquor Industry, Haoyiduo Dairy Industry, and George Pinjiu Coffee have all become "guests of honor", which is not common in entrepreneur symposiums. Netizens joked after reading the press release, "Sauce, wine, coffee, and milk are all on the table

Today, popular fields such as "rich mining and refined development" and embodied intelligence, as well as strong and excellent enterprises, will be temporarily put aside. The political front will start with this joke: "What are you drinking in Guizhou.

one

Why is it that the little confused immortal "takes the stage" when there are many famous liquors on the banks of the Chishui River?

As a big consumer product, Baijiu is one of the most recognizable competitive industries in Guizhou. The brewing technology of "12987" soy sauce wine is well known. The birthplace and main production area of the world's soy sauce flavor Baijiu are well deserved. Wine is a fragrant card that Guizhou holds to the world.

Throughout the entrepreneur symposiums hosted by the provincial governor, almost every time there are liquor companies attending. In November 2025, Maotai Group participated in an entrepreneur symposium and provided suggestions for the formulation of Guizhou Province's "15th Five Year Plan" outline and long-term industrial layout.

This mid year forum once again invited liquor enterprises to attend the conference, which has at least two profound meanings: first, it reflects the consistent attention and support of Baijiu industry in Guizhou; Secondly, the "wine industry economy" is a "barometer" for observing the vitality of the consumer market.

On July 13th, the State Council officially approved the "15th Five Year Plan for Expanding Consumption", which focuses on "expanding service consumption, upgrading commodity consumption, enhancing consumption capacity, and improving institutional policies". The plan proposes that by 2030, the total retail sales of consumer goods in the whole society will reach about 60 trillion yuan, the resident consumption rate will significantly increase, and the role of consumption in driving economic growth will be further enhanced.

Looking back at the development process of the market, the growth track of Xiaomuduxian can be called the epitome of the iteration of Chinese Baijiu consumption market.

When it comes to the slogan 'It's difficult to be smart, but even harder to be confused', many people are definitely familiar with it. It is a brand advertisement launched by Little Confused Immortal Wine in 1997, which once became popular throughout the country and has been cited by many as a classic wisdom of life.

In the industry, people often joke about Little Confused Immortal as the first generation of "online red wine".

In its heyday, the "little muddle fairy" Baijiu rooted in Maotai Town once won the reputation of "national Luzhou flavor" with a "common fairy", and in 2003, it also surpassed the then Maotai with a sales performance of 3 billion yuan, which was the most popular.

After 2003, Little Muddleheaded Immortal once missed the "Golden Decade of Baijiu". When it returns to the public eye riding on the wind of "sauce wine fever", what kind of appearance will that little confused immortal who once "surpassed Maotai" show to people?

One is the intelligent dual wheel drive, which lays a solid foundation for quality. The automation transformation of the packaging production line and the intelligent brewing platform are fully traceable, and the semi automated brewing upgrade is matched with a condensate water circulation system, which improves water efficiency to over 85%; Collaborate with professional colleges to conduct research on flavor and microecology, and establish an exclusive functional bacterial resource library for enterprises.

The second is to empower brands with culture and link consumption through scenarios. Focusing on core products, launching the "Happiness Action Plan", creating IPs such as "Xianyu China" and "Happy Time Star Concert", linking cultural and event resources such as Liangzhu Museum and Asian Badminton Championships for cross-border dissemination, promoting brand narrative from product promotion to cultural value empathy, and from "selling alcohol" to "selling lifestyle".

The little confused immortal is not "confused". In the words of the little confused immortal, two things can be summed up: long termism and customer orientation.

Benefiting from this, in today's industry under continuous pressure and turbulent waves, Xiaozhuoxian has been listed several times on the reserve list of Guizhou's listed companies due to its stable operation. The transformation from "selling alcohol" to "selling lifestyle" coincides with what Little Confused Immortal is doing in Guizhou.

Not long ago, the General Office of the People's Government of Guizhou Province issued the "Action Plan of Guizhou Province for Upgrading the Transformation from Selling Liquor to Selling Lifestyle" (2026-2030), which aims to promote the profound transformation of the Baijiu industry from "selling products" to "selling lifestyle" by taking scene innovation as a breakthrough.

two

How much synergy is there between coffee and cultural tourism?

In Guizhou, most of the representatives of entrepreneurs who have participated in previous symposiums come from the manufacturing or technology industries. However, since 2025, there has been a new change where representatives of entrepreneurs from the new consumption and cultural tourism industries have begun to take the stage.

In November 2025, the local new tea drink brand "Go to Tea Mountain" participated in an entrepreneur symposium to offer suggestions for new consumption. This time, George Coffee is the second local new consumer enterprise in Guizhou to be invited to participate in the entrepreneur symposium after "Going to Tea Mountain".

If we simply understand the emergence of new consumer enterprises as a change in brand, it is not easy to understand. Behind this, it highlights the decision-makers' emphasis and cherishing of "experiential consumption".

In early July this year, the Ministry of Culture and Tourism issued the "15th Five Year Plan for Building a Tourism Strong Country", which is the first national level special plan named after "Tourism Strong Country" in China. "Promoting the deep integration of culture and tourism" is the main line, and the term "experience" appears 20 times.

What is a new cultural and tourism experience? In Guizhou and Guiyang, coffee provides the most vivid answer.

Friends who care about Guizhou and Guiyang must be familiar with the name "Coffee City". Various mainstream media, self media, and netizens have repeatedly marveled at the density of coffee in Guiyang, among which "Captain George" is a must visit celebrity coffee shop.

At the symposium, General Manager Peng Jinyang presented a set of data: relying on the unique advantage of summer travel in Guizhou, the daily consumption of local youth combined with the massive number of tourists entering Guizhou every year, the frequency and average number of coffee consumption cups in Guizhou are significantly higher than the national average.

Today, strolling along the banks of the mountains and rivers in Guizhou and Guizhou, the differentiated scenes of cliff coffee, cave coffee, railway coffee, high bridge coffee, mountain coffee... not only become a new cultural and tourism landmark, but also constitute a unique immersive cultural and tourism experience in Guizhou.

Friends who often go to boutique coffee shops in Guiyang must have noticed that "dragging a suitcase to drink coffee" is not uncommon and has become news reported by the media. This is also one of the new cultural and tourism landscapes in Guizhou, not to mention the success of the coffee festival in Guizhou.

When we understand the inherent connection between products, content, scenarios, and cultural tourism, it is not difficult to understand why the entrepreneur symposium invites new local consumer enterprises to participate. But to understand why the "special invitation" for this mid year symposium may require time management.

In the past few days, the whole country has entered a period of decline, and netizens joked, 'Kneel down and beg Hou Yi to come out of the mountains and take away the sun above your head.'. In contrast, Guizhou, known for its cool and refreshing atmosphere, embraces the "summer visitors" with open arms, while tourist attractions and high-speed railway stations continue to experience a surge in passenger flow.

From this point of view, inviting new cultural and tourism stars to the venue for discussion is not only about caring about new consumption, but also about paying attention to the big cultural and tourism industry.

How many other ways can a cup of coffee be opened? At the symposium that day, Peng Jinyang also revealed a new news: a national cultural and tourism oriented boutique coffee factory is currently being connected and landed. The factory has specially planned a cultural and tourism tour route internally, and is open to tourists visiting Guizhou for full process observation and experience, creating a unique cultural and tourism carrier that integrates production, sightseeing, and experience.

Dear coffee enthusiasts, you are once again blessed!

three

When it comes to consumer brands in Guizhou, what comes to mind?

If this question is posed to the 70s and 80s generations, many people would first think of Maotai and Lao Gan Ma; If we were to ask this question to today's Generation Z, especially young people who have traveled to Guizhou, many of their answers would include "so much".

As a regional dairy enterprise established in 2001, Haoyiduo is currently the only dairy product enterprise in Guizhou Province that has passed the national dairy engineering acceptance. The slogan "fresh every day" has left a lasting impression on many people.

But truly transforming it from a local brand into a cultural and tourism symbol is not simply a matter of time sedimentation, but a set of transformation strategies that are in line with the market and meet the needs of young consumers.

Zhe Er Gen yogurt, Xiu Wen kiwi yogurt, Tong Ren organic matcha yogurt... They neither stick to classic categories nor refuse price competition. Hao Yi Duo is based on local style and has created a differentiated upgrade path of "localization+youthfulness".

Zhe Er Gen yogurt has gained 220 million popularity and topped the hot search, becoming one of the "new specialties" in Guizhou. Along with the popularity is sales volume. Chairman Zhang Qin previously revealed in an interview that a small store of just a few square meters in the cultural and tourism market sells over 1 million yuan worth of products in a month during peak seasons.

Haoyiduo is also praised by the industry as a benchmark for the transformation of modern dairy industry towards "precision and beauty".

Objectively speaking, seeking transformation in all aspects and industries is becoming our new 'economic sense'.

In the dairy industry, room temperature milk is becoming saturated, while low-temperature fresh milk is growing at a rate of about 12%. Fresh milk ice cream has grown at a rate of 15% -21% in the past three years. The cross-border integration of the dairy industry, catering, and cultural tourism is accelerating, and the digitization and green low-carbon transformation of the entire industry chain have become industry standards.

From "drinking milk" to "drinking good milk", industry reports reveal that 65% of consumers prioritize checking ingredient lists, with low sugar, low fat, and no additives being the key to purchasing. The new trend is ahead, opening up a strategic window for Guizhou dairy enterprises to "change lanes and overtake".

At the symposium that day, Hao Yiduo suggested expanding the new consumption scenarios of "dairy products+cultural tourism", incorporating specialty dairy products into the "Guizhou souvenirs" system, and supporting dairy companies to set up experience stores in scenic spots, airports, high-speed railway stations, etc; Promote the deep integration of tourism and specialty food industries, create immersive experience projects integrating agriculture, animal husbandry, industry, and tourism, and guide dairy enterprises to deeply integrate with specialty agriculture.

Throughout Guizhou, the iteration of soy sauce and liquor, the rise of coffee, and the innovation of the dairy industry are essentially adaptations to meet the upgrading of consumption and the new needs of public life. In the increasingly fierce market competition, proactive transformation and continuous innovation are necessary to grasp the initiative of development.

Governor Li Bingjun encouraged enterprises to enter a new stage of high-quality development, and must pay more attention to the role of market mechanisms, fully stimulate the endogenous power and innovation vitality of business entities; Adapt to the situation and accelerate the pace of transformation and development, continuously innovate technologies, products, formats, and services, vigorously explore the market, and continuously enhance market competitiveness.

From this, it can be seen that transformation is not a "solo show" for enterprises, but a "must answer question" for government enterprise collaboration.

If answering a test requires a quiet environment, today's Guizhou is continuously optimizing the business environment and striving to create such an atmosphere for enterprises rooted in Guizhou.

At the symposium that day, Governor Li Bingjun requested that all levels and departments continuously optimize the business environment, communicate and exchange ideas with enterprise leaders on a regular basis, listen to enterprise demands and suggestions face-to-face, and make every effort to create favorable conditions and provide high-quality services, continuously improve the scientific and targeted nature of government decisions, and jointly promote the high-quality development of Guizhou to achieve greater results.

In short, we are fighting for the economy, confidence and determination, unity between government and enterprises, and the spirit of the whole province to overcome difficulties.

At this point, the political front also wants to send an invitation letter——

Drinking milk in the morning, enjoying coffee in the afternoon, and drinking soy sauce in the evening, why don't you come to Guizhou?

Original title: "At this entrepreneur symposium, soy sauce, wine, coffee, and milk are all on the table

Source: Chen Han/Guizhou Daily Press · Political Front

(This article is from Pengpai News. For more original information, please download the "Pengpai News" app)