茅台“南渡”新篇：当酒香穿过澳门

Core Viewpoint - The article highlights the strategic expansion of Moutai in the international market, particularly focusing on Macau as a pivotal hub for cultural exchange and brand promotion, aiming to build a "community of shared destiny" among global Chinese entrepreneurs [1][3][23]. Group 1: Moutai's Expansion 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" in December 2024, marking Macau as an international model market [4][23]. - The Moutai Cultural Experience Center aims to enhance international consumer understanding of Moutai's brewing philosophy and cultural heritage through immersive experiences [6]. - Moutai's products are increasingly recognized in Macau, especially the 53-degree Flying Moutai, which has become a preferred choice for business banquets and home consumption [8]. Group 2: Strategic Directions for Market Expansion - Moutai's strategy in Macau focuses on three main directions: long-term brand expression, localized promotion, and maintaining market order while addressing the "returning liquor" phenomenon [10]. - The company emphasizes a consumer service approach centered on sincerity, professionalism, and attentiveness, planning to train talent and optimize value-added services [10]. - Recent innovations in brand promotion include themed activities and pop-up stores, enhancing Moutai's cultural integration and appeal to younger consumers [12]. Group 3: Moutai's Role in the Greater Bay Area - Moutai is expanding its international presence through the Greater Bay Area, establishing a comprehensive network and cultural penetration to create a core growth area for overseas markets [13]. - The company has entered multiple high-end retail points and duty-free shops in Macau and Hong Kong, collaborating with Michelin-starred restaurants to enhance brand visibility [15]. - Moutai's consumer base has diversified, now including local elites and multinational corporate groups, with consumption scenarios extending beyond traditional gifting to include personal and social gatherings [15]. Group 4: Dual-Cycle Strategy in the Portuguese-Speaking Market - Moutai aims to establish a "Chinese Business Circle + Portuguese-Speaking Circle" dual-cycle strategy, reinforcing its traditional market while exploring new global opportunities [18]. - The company is leveraging Macau's unique position to systematically expand into Portuguese-speaking markets, adapting products and cultural strategies to local tastes [20]. - Cultural exchange initiatives, such as partnerships with universities and local events, are part of Moutai's strategy to enhance brand recognition and acceptance in these markets [22]. Conclusion - Moutai's journey from its initial entry into Macau in 1955 to its projected overseas revenue exceeding 5 billion by 2024 illustrates its robust globalization strategy [23]. - The company has evolved from a single product exporter to a comprehensive cultural and commercial entity, symbolizing the broader narrative of Chinese brand globalization [25].