Arrogance, prejudice, contempt, and strong stereotypes, this is what Li Xiao feels most deeply at this time. The other party even suspected that the Xijiu brand had bribed the organizing committee.

The other party is not only targeting his creativity and advertising, not only the wine, but also the brand and ancient culture nurtured in China. How can a hot-blooded young man like Li Xiao endure it?

After simultaneous interpretation, Xi Jiu in the audience suddenly stood up.

His feelings were more immediate and angry.

Because he is not only an advertiser, but also a sponsor.

Just as he was about to rush to the podium, Zhu Sheng called, "Director Xi." ”

She shook her head, she firmly believed that even such an embarrassing scene, Li Xiao could handle it.

The Gemini bird behind the stage sweated for Li Xiao.

Li Xiao put his hand to his lips and spoke, and then he responded in authentic English: "Any brand has a process from unknown to well-known, isn't it?" There is no big or small brand, but the brand has its own ideals. ”

His answer was neither humble nor arrogant, and it was a powerful response to William Harper's "unknown" offer.

William Harper was stunned for a moment, then said, "So what? ”

So what?

Confidently.

"Moreover, in 2016, the brand sold 6 billion, or about 800 million euros." This number alone has crushed many brands present today.

Li Xiao continued, "A well-loved and respected liquor brand in China, inherited the hard work and wisdom of three generations, and is in its prime at this time. It's about telling consumers all over the world that you have a choice other than wine and whisky. It's the brand we serve, and we want to tell its story in a visual language that the world can understand. ”

"Mr. Harper, dear organizing committee, advertisers, agencies and advertisers in the audience, I don't intend to take up too much of your time, are you sure you want to listen to the story of the banquet and this advertisement?"

In the row of the judges of the Cannes advertising festival, the chairman of the committee, Jean Petit, straightened the microphone, "Please continue your sharing." ”

Instead, William Harper tugged at the corners of his mouth, "Who doesn't know that Pettit is a fan of Sinology?" ”

Li Xiao looked at Jean Pettit from afar and gave him a grateful look, "In Bordeaux, the Gironde River flows slowly through the territory, providing an abundant source of water for the growth of grapes in this land. And in the land of China, there is also a 'Gironde River', which we call Chishui. ”

"Around the Dragon Boat Festival, the Chishui River will become bright red as blood due to the arrival of the rainy season. When the rainfall drops sharply during the Chung Yeung Festival, it is clear and transparent again. So there is the saying of 'Dragon Boat Festival red waves, Chongyang blue waves'. It is precisely because of the wonders of Chishui that the microbiota needed to make liquor is nurtured, and nearly half of China's baijiu is nurtured here. Chishui deserves to be a river of fine wine. ”

"Our neighbor Sidao, who used the excuse of an expedition to steal the mud from a local winery and the water of the Chishui River, tried to replicate this microenvironment and make a wine that intoxicated the world, but failed. Because the phenology of one time and one place is unique and cannot be replicated. This is the beginning of the advertisement that you see, and we talk about the reason for Chishui. ”

Below the award stage, it was quiet, and the audience was immersed in Li Xiao's moving speech. They are very close to their imagination, to restore the alternating red and green river, how to create things, and at the same time despise the group of people who steal the mud.

This, I have to say, is an interesting story.

Zhu Sheng looked at Li Xiao quietly, this is the man she loves from the bottom of her heart, like a hero, his black straight suit, as if reflecting the red five stars, jumping brightly.

She is proud of it.

And Xi Jiu only has respect for Li Xiao. He thought that there were few people in this world who knew more about sauce-flavored liquor than him, and it was only at this time that he felt that he was wrong. The man on the podium is worthy of his trust in the brand's strategy.

"It is undeniable that civilization always lives on rivers. Chishui, on the other hand, not only gives birth to fine wines, but also forms a cultural landscape with unique local characteristics. The woman you see crossing the river with bamboo is not Chinese kung fu, nor is it a special effect pile-up, but a skill that has been passed down for thousands of years, called single bamboo drifting. ”

"The advertising film of Xijiu is not only to promote Xijiu, but also to shoulder the mission of exporting Chishui culture. In the southwest of China, there is such a legendary land, where people eat bamboo, drink wine, and sleep on red water, live a rich and prosperous life, and welcome travelers from all over the world to explore the truth. I just want to ask, friends from the audience, are you excited? ”

Li Xiao's sharing ended here, and the audience was silent at first.

Three minutes later, the silence was broken by sparse applause, which then turned to thunder.

William and Harper blushed and handed the trophy to Li Xiao's hand, he was still angry, "The story is good, but this banquet can't change our taste." We just don't like it. ”

What's the point of a wine if it can't be tasted?

Li Xiao raised the trophy in his hand high, but said to William Harper: "Excuse me, you haven't drunk banquet wine, how do you know that you won't like it?" Perhaps, it will change your taste and even subvert your perception of Chinese baijiu? ”

"There's no such possibility, I just drink cocktails." William Harper was stubborn.

Li Xiao still maintains a good demeanor, "In our China, there is a popular saying that there is no contradiction that cannot be resolved at the wine table. If you're willing to appreciate your face, I can ask you to taste the Chinese soy sauce liquor. ”

William Harper didn't answer, and the two men walked off the podium.

Li Xiao was greeted with a hot kiss.

Zhu Sheng's expression of love is both restrained and deep. She firmly believes that love is a matter of two people, and it is not enough to be humane with outsiders.

However, at the moment, except for a kiss, it was not enough to express her mood.

Li Xiao is not only her hero, but also a hero of the motherland.

He single-handedly fought against the prejudice of many Westerners against Chinese wine culture.

Not humble or arrogant, polite and courteous.

"Hey, who can stand such enthusiasm?" Li Xiao responded to her with a smile.

Xi Jiu's eyes deepened, and the girl he liked kissed another man. But, he knew that Li Xiao was worth it. He has no jealousy, no envy. If he were a girl, he would like such a person.

The people around him gave Li Xiao approving glances, and some people asked how they could buy wine.

Li Xiao pointed at the restaurant, "Well, the director of Xijiu is here, and you can place an order on the spot." ”

After the award ceremony, Li Xiao, Zhu Sheng, and Xi Jiu walked out of the convention and exhibition center together.

"If you want to change these prejudices, I want them to try it for themselves. But it's also tricky, that William Harper only drinks cocktails. ”

Cocktails belong to concocted liquors, and table liquors belong to distilled spirits.

Zhu Sheng had an idea, and said casually: "Can't the banquet wine be concocted?" I mean, when I was at Wood's Bar, I seemed to see a concoction with Fenjiu as the base liquor. ”

This chapter is not easy to write.

Because there is a lot of information to look up.

It's like in a debate tournament where enough evidence is cited to refute the other side.

The author friend of Yanshui always said, why bother yourself when writing a book.

But Yanshui wants to give you a different story.

The allusion about the island country is still told to Yanshui by the boss of Yanshui.

As mentioned above, they stole the mud of Moutai and the water of the Chishui River, but even so, Moutai liquor could not be brewed at all after leaving Moutai Town.

Babies listen, aren't you particularly proud/

This is our country's liquor culture

(End of chapter)