时隔六年再推新品 贵州茅台酒“走进系列”如何走出舒适圈

Core Viewpoint - Guizhou Moutai has launched five new products in its "Going Series" after a six-year hiatus, marking a significant step in its internationalization strategy and blending Chinese culture with local cultural symbols from the respective countries [1][5][11]. Product Launch Details - The new products include "Going to Greece," "Going to Italy," "Going to the UK," "Going to France," and "Going to Japan," available in various bottle sizes: 350ml and 700ml for the first four, and 375ml and 750ml for Japan [3][4]. - The pricing for the new products is set at ¥1619 per bottle for the first four and ¥1719 for the Japanese variant [3][4]. Sales Strategy - The launch employs an online and offline sales strategy, with products available for purchase on the i Moutai App [3][4]. - The new products incorporate local cultural symbols while retaining classic Moutai branding elements, aiming to attract collectors and serve as gifts for international relations [4][5]. Internationalization Efforts - Guizhou Moutai's internationalization strategy has evolved from product export to brand globalization, with a focus on cultural integration [5][11]. - The company has engaged in various promotional activities, including cultural experience stores and international exhibitions, to enhance brand visibility [9][10]. Future Market Expansion - Moutai plans to implement a four-tier market strategy focusing on core, key, attention, and general markets, with an emphasis on the East Asian and South Asian markets in 2025 [10][12]. - The company aims to transition from niche products to mainstream brands, addressing the challenges of expanding its consumer base beyond the Chinese diaspora [11][12].