从APEC国宴到韩国免税榜首，洋河拓展中国白酒的全球版图

Core Insights - The article highlights the challenges and strategies of Chinese baijiu brands, particularly Yanghe, in expanding into international markets, emphasizing the importance of breaking through established distribution channels and building brand trust through high-profile events like the APEC summit [1][2][4]. Group 1: Market Expansion and Performance - Chinese baijiu exports account for only 2.4% of the global spirits market, indicating significant room for growth [1]. - Yanghe achieved a 23% growth in sales in the Korean duty-free market, becoming the top seller despite an overall industry decline [1]. - The brand has expanded its market presence to 86 countries and regions across six continents, with continuous growth in overseas sales over the past three years [1]. Group 2: Building Brand Trust - Yanghe's strategy to enter high-end channels began with its participation in the APEC summit, where it was featured as the official banquet wine, establishing a strong trust signal [2][4]. - The brand has successfully positioned itself as a premium product, gaining recognition through its presence in Chinese embassies and international forums [4]. - Yanghe has participated in nearly 30 global wine exhibitions annually, receiving positive feedback from key political figures, which enhances its credibility [4][5]. Group 3: Cultural Engagement and Consumer Experience - Yanghe has launched the "Chinese Banquet" cultural IP in markets like Thailand and Singapore, integrating traditional craftsmanship and quality narratives to create engaging consumer experiences [6][8]. - The brand has established cultural exchange centers in various countries, hosting over 20 events annually to promote baijiu as part of local lifestyles [8]. - Yanghe's approach transforms static product displays into dynamic cultural events, facilitating deeper market penetration and consumer engagement [8]. Group 4: Strategic Channel Development - Yanghe focuses on the duty-free channel as a strategic high point for growth, leveraging its status as the APEC banquet wine to gain entry into premium retail spaces [9][10]. - The brand has opened image stores in international airports and is expanding its presence in duty-free markets across Europe and along the Belt and Road Initiative [11]. - Yanghe's success in the Korean market illustrates a replicable model for other Chinese brands aiming for high-end international expansion, emphasizing the need for a coherent commercial strategy [11].