Yanghe(SZ:002304) Xin Lang Cai Jing·2025-12-12 08:23Core Viewpoint - The article highlights the deep connection between Yanghe and the Spring Festival Gala, emphasizing its role in promoting Chinese culture and the brand's internationalization efforts through high-quality products and strategic partnerships [1][3][11]. Group 1: Brand and Cultural Significance - Yanghe's partnership with the Spring Festival Gala has evolved beyond commercial collaboration, symbolizing a shared cultural resonance with the Chinese people's longing for reunion and national pride [1][3]. - The brand's commitment to quality and cultural representation is evident in its association with significant national events and its role as a "national liquor" [3][11]. Group 2: Global Market Performance - Yanghe has achieved impressive growth in overseas sales, with a 23% increase despite industry challenges, and has expanded its market presence to 86 countries across six continents [6][11]. - The brand's international recognition is bolstered by its participation in high-profile events and its selection as a diplomatic gift, enhancing its image as a representative of Chinese culture [7][11]. Group 3: International Communication Strategy - Yanghe has developed a comprehensive international communication strategy focused on high-end quality, local adaptation, and cultural promotion, facilitating a shift from product export to cultural export [5][8]. - The establishment of overseas cultural exchange centers and participation in international exhibitions have strengthened Yanghe's brand presence and cultural outreach [8][9]. Group 4: Future Outlook - The article suggests that Yanghe's trajectory aligns with national development, positioning the brand for continued success in both domestic and international markets as it embraces the theme of "going global" [11].