Go out, or you're out. Under the current stage of domestic stock competition, overseas has changed from a multiple choice question to a required answer, and has become an important development direction of China's liquor industry. However, in terms of the process, although the investment of Chinese liquor in overseas is increasing year by year, the internationalization process of Chinese liquor is still in an initial stage, and there are many problems to be solved.

Facing the huge "blue ocean" of overseas liquor market, how can liquor enterprises go out better and faster? What new challenges will China's wine industry face in "going to sea"?

On the afternoon of December 19, the "World Famous Wine 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".

Looking at the attractive blue ocean, the major wine companies are preparing to win a place in the overseas market, but how to "go overseas" and truly approach international consumers is a question that the liquor industry and even all producing areas and enterprises must think about, and it is also a question that the world's famous wine will not lag behind in the future high-quality development.

"Chinese baijiu, including Moutai, is still in the 'export' stage, even though the process of expanding overseas markets is accelerating." Wang Li admitted that in order to achieve the "qualitative change" goal of internationalization, we need to continue to build six systems on the basis of continuing to do well in the "export" of products, and continue to work hard to build six systems - the systematic "expression system", the characteristic "product system", the diversified "channel system", the scientific "price system", the comprehensive "compliance system" and the complete "policy system".