Fenjiu Captivates Milan at 2025 Chinese Brands Going Global Worldwide Tour

Core Insights - The event "2025 Chinese Brands Going Global· Worldwide Tour" was launched in Milan, focusing on promoting Chinese brands globally, with Fenjiu as a key participant [1] - Fenjiu aims to bridge the gap between "Chinese-famous liquor" and "world-famous liquor" through its commitment to quality and cultural heritage [3][4] Company Strategy - Fenjiu's global expansion strategy includes cultural immersion and market penetration, utilizing overseas Chinese networks and engaging in cocktail mixology to attract international consumers [5] - The company has expanded to over 60 countries and regions, with more than 100 distributors, 9,000 retail outlets, and 180 duty-free stores worldwide [5] Cultural Engagement - Fenjiu emphasizes cultural dialogue and value resonance in its internationalization efforts, focusing on cultural engagement through tastings and participation in international spirits fairs [8][9] - The company has adopted a "key cities + core channels" strategy, targeting major cities like Milan and Rome, and partnering with high-end Chinese restaurants and gourmet supermarkets [10] Historical Context - Fenjiu's international journey began in 1992, and it has since led Chinese baijiu in international standards and quality control [11] - The company has accelerated its globalization efforts, opening experience centers in cities like Cologne, Singapore, and Macao, and becoming the official liquor of the 2023 BRICS Summit in South Africa [11]