茅台“南渡”新篇：当酒香穿过澳门

Core Insights - The 18th World Chinese Business Conference held in Macau attracted over 4,000 global Chinese business elites, with Moutai being a focal point as the designated beverage [1][3] - Moutai's participation in the conference signifies its commitment to expanding its global market presence, particularly in the context of the Belt and Road Initiative and the Guangdong-Hong Kong-Macau Greater Bay Area [3][20] Group 1: Moutai's Strategic Moves in Macau - Moutai has a historical presence in Macau, having registered its trademark there in 1955, and is set to open the "Moutai Cultural Experience Center and Third Generation Specialty Store" in December 2024, marking Macau as an international model market [4][20] - The company is focusing on three main strategies for market expansion in Macau: long-term brand expression, localized promotion, and maintaining market order amidst the "returning liquor" phenomenon [8][12] - Moutai's cultural experience center aims to enhance consumer understanding of its brewing philosophy and cultural heritage through immersive experiences [6][10] Group 2: Expansion in the Greater Bay Area - Moutai is leveraging Macau as a strategic hub to extend its international presence into the Greater Bay Area, focusing on high-end retail and cultural penetration [12][14] - The company has established a presence in eight duty-free outlets and twelve high-end retail points in the region, including partnerships with Michelin-starred restaurants [12][14] - Moutai is also engaging in cultural activities, such as "Moutai Cultural Lectures," to strengthen its brand presence and consumer loyalty in the region [12][14] Group 3: Dual-Circle Strategy - Moutai's strategy in Macau aims to build a dual circulation model between the "Chinese Business Circle" and the "Portuguese-speaking Circle," enhancing its market reach [15][17] - The company is utilizing the World Chinese Business Conference to deepen connections with global Chinese businesses, transforming Moutai from a cultural symbol to a commercial partner [15][19] - Moutai is also focusing on cultural exchanges in Portuguese-speaking countries, developing localized product strategies and engaging in cultural activities to promote its brand [17][19] Group 4: Cultural and Brand Integration - Moutai's internationalization strategy emphasizes cultural outreach, using a model of "experience centers and tasting events" to build cultural recognition before commercial expansion [19][21] - The company has evolved from a single product exporter to a comprehensive entity integrating culture, brand, management, and service, positioning itself as a cultural and commercial bridge between China and the world [21]