连续5年海外销售增长 洋河股份高端品牌形象实现全球圈层突破

Core Viewpoint - In 2025, Yanghe Co., Ltd. is transitioning from product export to cultural value output, implementing a "cultural going global" strategy that emphasizes high-end, platform-based, and localized approaches to build a comprehensive international communication system, achieving significant growth in overseas markets despite challenges in the liquor industry [1] Group 1: International Market Performance - Yanghe's overseas sales have seen steady growth for five consecutive years since 2021, expanding its market presence to 86 countries and regions across six continents by the end of 2025 [1] - In a challenging environment for the liquor industry, Yanghe achieved a 23% growth in overseas sales, leading the industry, with its duty-free channel in South Korea remaining a key contributor [1] - The company plans to conduct nearly 400 brand promotion activities overseas in 2025, alongside establishing cultural exchange centers and brand experience stores to support sales growth [1] Group 2: Brand Recognition and Positioning - Yanghe ranks among the top six global liquor brands in the Brand Finance 2025 report, highlighting its influence in the global liquor industry [2] - The company's success in international markets is attributed to its proactive channel strategies and refined regional operations, adapting products to meet local consumer preferences [2] Group 3: High-End Market Engagement - Yanghe has penetrated high-end markets by entering the procurement list of the Ministry of Foreign Affairs, supplying products to 288 embassies worldwide, and being designated as a diplomatic gift for the New Zealand Embassy in China [3] - The brand has been featured at major international summits, including the APEC and SCO meetings, showcasing its products and traditional brewing techniques [5] Group 4: Cultural Exchange Initiatives - Yanghe's "China Banquet" series, developed in collaboration with Xinhua News, serves as a core IP for cultural export, successfully held in Bangkok and Singapore, blending traditional Chinese brewing culture with local experiences [6] - The company has effectively targeted regional markets, such as launching brand activities in Thailand's mainstream media, reaching over 100,000 readers [7] Group 5: Localized Operations and Brand Engagement - Yanghe established five overseas cultural exchange centers in Cambodia, Thailand, Malaysia, Canada, and the USA, with additional experience stores in Guangzhou and Dalian airports, enhancing local engagement [7] - Each cultural exchange center hosts over 20 events annually, including tasting sessions and cultural salons, which significantly boost brand affinity [7]