海报新闻记者 陈宏发 赵恩 刘敬怡 徐明业 上海报道
“山东是个美丽、神奇的地方。我们喜欢你们的好客！”11月7日，上海国家会展中心山东馆内，格鲁吉亚客商梅拉布刚刚收到一份山东老板馈送的牛肉。几步之遥，欧洲、中国及全球市场准入专家马可正与另一位山东老板碰杯，望着杯中的青岛啤酒赞不绝口：“我每次去中餐馆，喝青岛啤酒都停不下来！对于这个品牌，我已无需多言。”
进博会舞台上，类似场景每天都在发生。山东企业家们，一边借此机会结交全球朋友，一边凭借传承多年的老字号与锐意求变的新品牌，驶向全球市场。
马可在山东馆品尝青岛啤酒
从“山东味道”到“全球菜单” 鲁商融入全球产业链
“今年是我们第八次参加上海进博会了，可以说收获满满。”鲁味斋第三代传承人王剑辉的喜悦溢于言表。11月6日，他刚刚签下一份年销千万级的出口协议。
“我们跟着山东省商务厅和山东省老字号企业协会，一起走南闯北。”从北京故宫到山东孔庙，再到上海进博会，王剑辉不断改进产品种类、包装形式和销售模式，经验越来越丰富，也见证了从“买全球”到“卖全球”的蜕变，“过去到进博会是来选原材料，到今年，我们是破天荒的，扒蹄走出国门了。”
在签完出口协议后，王剑辉转身又以采购商身份，与新西兰山河鹿肉公司签署了进口协议，让山东食客也能享用性价比超高的新西兰鹿肉。这场跨越南北半球的风味互动，正是山东企业深度融入全球产业链的生动缩影。
不远处的超意兴“兴咖啡”展位，负责人任飞也怀有同样的憧憬。他的展位上，一边摆着非遗名吃把子肉，一边则展示着全新推出的“兴咖啡”。
在任飞看来，传统与创新并非对立，国内与国外更是相互赋能。“兴咖啡”的咖啡豆来自哥伦比亚、哥斯达黎加等国，而在本次进博会期间，超意兴又与来自巴西和印度尼西亚的供应商签订了新的意向协议。
进博会山东馆
品牌、技术、资源多维支撑，企业找到出海底气
在福瑞达生物股份海外业务负责人景丽丽看来，山东企业出海的航船，正从“制造出海”驶向“品牌出海”的深水区，“之前中国企业做出口，很多只是‘Made in China’，但目前我们是以品牌的形式去出海，首先是基于品牌的知名度。”
“全球透明质酸看中国，中国透明质酸看山东。”福瑞达生物股份正凭借微生态领域的研发实力盈鑫惠，赢得越来越多国际认可。
逢时科技副总裁刘晶向记者讲述了一个从破冰到引领的励志故事。公司最初投入磷虾油业务时，即瞄准了挪威最大的原油供应商，可对方提出的采购量级门槛却给公司出了个难题。“作为新品牌、新团队，我们三年才卖完他给我们的第一批原料！”刘晶回忆道。
但随着市场打开，凭借过硬的复购率和市场反馈，如今逢时科技已成为对方在全球的最大合作伙伴。更令人振奋的是，刘晶看到这一突破带来的虹吸效应，“其他的全球顶尖优质合作伙伴就会和我们很顺畅地达成合作。目前逢时的产品已经销往全球22个国家和地区。”
技术是企业出海的硬实力基础，而当地的资源赋能则是企业打造技术优势的深厚土壤。刘晶介绍，南极磷虾研究的头部机构，如中国海洋大学、中国水产科学研究院黄海水产研究所都位于山东。公司与高校机构达成产学研共同体，企业出题，机构联合解题，得以更好地进行成果转化。
“山东省已经把海洋经济产业作为重点发展方向之一。我们希望借助好的政策及研发助力，快速做好海洋药物与生物制品产业的高质量发展。”刘晶说。
在山东 匠心品质遇见真诚胸怀
“我在中国住了十年，总是有来自山东的客户。很有趣的是，在我们合作期间，他们经常会给我寄青岛啤酒。所以我对山东人有一种特殊感情。”出海，从来不只是冰冷的合同与数据，更是人与人的连接、文化与情怀的共鸣。欧洲、中国及全球市场准入专家，TSQ Asia首席执行官马可对此感受颇深。
“我希望看到这些产品不只走在中国，更是走出中国，这是迟早的事。就像青岛啤酒，作为老字号远销海外。我期待早晚也能在欧洲、美国，看到山东的其他品牌。”马可说。
格鲁吉亚客商梅拉布与山东老板的结缘，则更像是一见如故。在进博会山东馆，梅拉布与王剑辉相谈甚欢。“我喜欢你们的好客。”梅拉布带着礼物回到展台，指着包装袋上的孔子形象说，“大多数中国人都认识这个人，今天，他成了我的朋友。”
梅拉布展示收到的礼物
福瑞达展台上，一款联名产品的瓶身刻画着李清照的肖像。景丽丽认为，这正是章丘文化底蕴的彰显。随着中国文化在全球影响力的不断提升，作为文化载体的产品出海就拥有了更强大的动力，消费者接受产品也会变得水到渠成。
好客山东，从来不缺少情感与人文的连结，但归根结底，仍要回归产品本身。正如王剑辉所坚持的理念：“好吃的东西，到哪儿都能受欢迎。”
任飞也秉持同样的朴素哲学，不论是老一辈精湛的手艺，还是年轻一代的工艺，核心都是要把产品做好，“只有这样，我们才能在这个大舞台上，让更多的外国友人认识我们，把我们的味道传递给他们。”
夜幕降临，展馆依然人流如织。山东与世界的这场“双向奔赴”，正汇聚成不可阻挡的浪潮，涌向更加广阔的蓝海。
Shandong Enterprises at CIIE: The Story of “Going Global“盈鑫惠
“Shandong is a beautiful and amazing place. We like your hospitality!“ On November 7th, in the Shandong Pavilion at the National Exhibition and Convention Center (Shanghai), Merab, a Georgian merchant, had just received a gift of beef from a Shandong boss. A few steps away, Marco, an expert in European, Chinese and global market access, was toasting with another boss from Shandong and couldn't stop praising the Tsingtao Beer in his glass: “It's impossible to stop to drink every time we're going to the Chinese restaurant. Tsingtao is a brand that I don't need to say anything.“
At the China International Import Expo, similar scenes occur every day. Entrepreneurs from Shandong, while seizing the opportunity to make friends around the world, are also navigating the global market with time-honored brands passed down for many years and new brands committed to bold innovation and transformation.
From “Shandong Flavors“ to “Global Menu“: Shandong Merchants Integrate into the Global Industrial Chain
“This year marks our eighth participation in the CIIE, and we can say that we have reaped a bountiful harvest,“ Wang Jianhui, the third-generation inheritor of LUWEIZHAI, was brimming with joy. On November 6th, he just signed an export agreement worth tens of millions annually.
“With the support of the Shandong Provincial Department of Commerce and the Shandong Time-honored Brand Enterprise Association, we have participated in promotional events and exhibitions across the country.“ From the Forbidden City in Beijing to the Confucian Temple in Shandong, and then to the CIIE in Shanghai, Wang Jianhui has continuously improved the product range, packaging forms and sales models. His experience has become increasingly rich, and he has witnessed the transformation from “buying globally“ to “selling globally“. “In the past, we came to the CIIE to select raw materials. But this year, for the first time, our signature braised pork trotters have entered the global market.“
After signing the export agreement, Wang Jianhui signed an import agreement with Mountain River Venison as a purchaser, allowing Shandong diners to also enjoy the cost-effective New Zealand venison. This flavor exchange spanning the Northern and Southern Hemispheres is a vivid portrayal of Shandong enterprises' deep integration into the global industrial chain.
Not far away, at the “Xing Coffee“ booth of Chao Yi Xing, the person in charge, Ren Fei, also shared the same aspiration. At his booth, one side displayed braised pork belly (a renowned intangible cultural heritage delicacy), while the other side showcased the newly launched “Xing Coffee“.
In Ren Fei's view, tradition and innovation are not opposed, and domestic and foreign markets empower each other. The coffee beans of “Xing Coffee“ come from countries such as Colombia and Costa Rica. During this year's CIIE, Chao Yi Xing signed new intention agreements with suppliers from Brazil and Indonesia.
Brand, Technology, Resources: Multi-dimensional Support Fuels Global Ambitions
In the view of Jing Lili, the person in charge of overseas business at Shandong Furuida Biotechnology Co., Ltd., the ships of Shandong enterprises venturing overseas are now sailing from the “manufacturing-export“ shallow waters into the “brand-export“ deep waters. “Previously, many Chinese enterprises engaged in exports were merely 'Made in China', but currently, we are venturing overseas in the form of brands, and the first step is based on brand recognition.“
“China leads the world in hyaluronic acid production, and Shandong leads China.“ Shandong Furuida Biotechnology Co., Ltd. is winning more and more international recognition with its research and development strength in the field of microecology.
Liu Jing, the vice president of Function (Qingdao) Marine Technology Co., Ltd., told reporters an inspiring story of breaking through and leading. When the company first ventured into the krill oil business, it targeted the largest crude oil supplier in Norway. However, the purchase volume threshold proposed by the other party posed a challenge for the company. “As a new brand and new team, it took us three years to sell the first batch of raw materials they gave us!“ Liu Jing recalled.
But as the market opened up, with its solid repurchase rate and market feedback, Function has now become the largest partner of the other party globally. What's even more exciting is that Liu Jing saw this breakthrough bring about a suction effect: “Other top-quality global partners will then smoothly reach cooperation with us. At present, our products have been sold to 22 countries and regions around the world.“
Technology is the hard power foundation for enterprises to go global, while local resource empowerment serves as the fertile soil for enterprises to build technological advantages. Liu Jing introduced that the leading institutions in Antarctic krill research, such as Ocean University of China and the Yellow Sea Fisheries Research Institute (YSFRI) of the Chinese Academy of Fishery Sciences (CAFS), are all located in Shandong. The company has formed a research-industry-academia community with universities and institutions, where the company poses the questions and the institutions jointly solve them, thus enabling better transformation of research results.
“Shandong Province has identified the marine economy industry as one of its key development directions. We hope to leverage favorable policies and research and development support to rapidly achieve high-quality development of the marine medicine and biological products industry,“ said Liu Jing.
In Shandong, craftsmanship meets sincerity
“I've been living in China for ten years. I always have some clients from Shandong. What's interesting is that during our cooperation, they often send a box of Tsingtao Beer to my office. So I have a special feeling for Shandong people.“ Going overseas is never just about cold contracts and data, it's about the connection between people and the resonance of culture and sentiment. Marco, an expert in European, Chinese and global market access and CEO of TSQ Asia, has a deep understanding of this.
“I hope to see these products go global sooner or later—not just available in China, but overseas. Just like Tsingtao, a time-honored brand sold abroad, I look forward to seeing other Shandong brands in Europe and America too,“ said Marco.
The connection between Georgian businessman Merab and the Shandong boss was more like a meeting of kindred spirits. At the Shandong Pavilion of the CIIE, Merab and Wang Jianhui had a very pleasant conversation. “We like your hospitality,“ Merab said as he returned to the booth with gifts, pointing at the image of Confucius on the packaging bag and saying, “In China, there are many people know this man. He's my friend today.“
On the booth of Furuida Biotechnology, the bottle of a co-branded product features a portrait of Li Qingzhao. Jing Lili believes that this is a manifestation of the cultural heritage of Jinan's Zhangqiu District. With the continuous enhancement of China's cultural influence globally, products serving as cultural carriers have gained stronger impetus to go global, and consumers' acceptance of such products will become more natural and effortless.
Friendly Shandong has never lacked emotional and humanistic connections, but ultimately, it still comes down to the product itself. Just as Wang Jianhui insists, “Delicious food will always be popular wherever it goes.“
Ren Fei also adheres to the same simple philosophy. Whether it's the exquisite craftsmanship of the older generation or the skills of the younger generation, the core is to make good products. “Only in this way can we, on this big stage, let more foreign friends know us and pass on our flavors to them.“
As night fell, the exhibition hall was still bustling with people. The “mutual pursuit“ between Shandong and the world is gathering into an irresistible tide, surging towards a broader blue ocean.
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