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On the afternoon of December 19, the "World Famous Baijiu Development Conference" was held in Yibin, Sichuan. Wuliangye, Moutai, Yanghe, Fenjiu, Luzhou Laojiao, Jiannan Chun and other wine industry giants gathered to jointly explore the "new strategy" on the road of Chinese liquor globalization with a strategic and forward-looking vision.

Relevant data show that in 2023, China's liquor industry to achieve a total output of 6.29 million liters, sales revenue reached 756.3 billion yuan, exports and exports accounted for only 0.24%, 0.74%. This means that China's liquor export potential is huge.

In recent years, the trade interaction of the wine industry has been prosperous, policies have been continuously opened up, regional communication and liaison have been deepened, and the momentum of "government and enterprise joint" and "group sailing" has been strong. Famous wine enterprises and famous wine producing areas take root in overseas markets and actively layout, seek more domestic and foreign industry partners with a new attitude of openness and cooperation, and constantly promote the internationalization of Chinese liquor.

Zeng Congqin, secretary of the Party Committee and chairman of Wuliangye Group (Share) Company, believes that internationalization is the only way for the incremental development of Chinese liquor. At present, the internationalization of Chinese liquor is still in its infancy, and the road to internationalization is fraught with difficulties, mainly due to the lack of overseas mainstream consumption awareness, overseas mainstream consumption scenes, overseas mainstream consumer groups, as well as cultural barriers, technical barriers, tariff barriers and taste differences.

Wang Li, deputy secretary of the Party Committee and general manager of Moutai Group, said that Chinese liquor should open a new growth "breakthrough", find a new market "growth pole", achieve sustainable and high-quality development, and "going out" is an important path. From the perspective of development practice, "going out" can be divided into three stages: export, sea and internationalization, the three are linked and progressive, which is the process of "quantitative change" to "qualitative change".

This year, Kweichow Moutai, Wuliangye, Fenjiu, Yanghe Shares, Luzhou Laojiao and other well-known wine companies have actively laid out overseas markets. For example, relying on the established three international marketing centers in Asia Pacific, Europe and the Americas, Wuliangye accelerates its efforts in overseas markets and continues to build a global channel layout. Kweichow Moutai has entered nearly 30 countries and regions this year, and its overseas revenue reached 3.483 billion yuan in the first three quarters of this year, an increase of 16.71%. At present, Fenjiu has developed more than 80 overseas distributors in more than 60 countries and regions, more than 180 foreign duty-free shops and domestic duty-free shops in China.

"The liquor industry is entering a new stage of adjustment, from the past volume growth gradually to structural growth, which is the inevitable trend of the development of the industry, but also the industry from high speed to high-quality transformation of the only way." Zhong Yu, deputy secretary of the Party Committee and president of Jiangsu Yanghe Distillery Co., LTD., bluntly said that standing at a new starting point for development, it is necessary to face three key trends: First, from the perspective of industry, the transformation of growth mode and the intensification of structural adjustment; Second, from the perspective of demand, consumption returns to rationality, and quality is still the core; Third, from the perspective of the market, keep up with the trend of The Times, and go to sea has become a consensus.