从“卖产品”到“卖文化” 酒企出海新征程

Core Viewpoint - The Chinese liquor industry is increasingly focusing on international markets as domestic competition intensifies, with a significant number of companies expanding overseas to seek new growth opportunities [1][8]. Group 1: Market Expansion - As of December 25, 2023, 63.9% of Chinese liquor companies are either expanding or have already established a presence in overseas markets, indicating a collective shift towards internationalization [1]. - Major brands like Moutai, Wuliangye, and Luzhou Laojiao are actively entering global markets, while Huangjiu brands such as Guyue Longshan and Kuaijishan are also leveraging traditional culture alongside their products [1][3]. Group 2: Product Strategy - Companies are adopting two distinct strategies for internationalization: "cultural integration" with tailored products for foreign markets, and "value output" by exporting established domestic products [3]. - Moutai has launched a series of products specifically designed for international markets, while other brands like Luzhou Laojiao and Wuliangye are exporting their star products that have already gained traction in China [3][4]. Group 3: Cultural Integration - The cultural aspect of product export is becoming increasingly important, with companies recognizing that successful internationalization involves not just product sales but also cultural storytelling [6]. - Initiatives such as Wuliangye's "He Mei Global Tour" and various cultural exchange activities by other brands aim to promote Chinese liquor culture globally [6][7]. Group 4: Market Challenges - Despite the enthusiasm for international expansion, challenges remain, including the need for localization and the predominance of Chinese consumers in overseas markets [8][9]. - The Southeast Asian market is currently the primary focus for many companies, supported by a significant Chinese diaspora, but broader acceptance among local consumers is still a hurdle [8][9]. Group 5: Future Directions - To penetrate mainstream overseas markets, companies must innovate and adapt their products to local tastes, particularly through the integration of liquor with Chinese cuisine [9].