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解惑“日本sparksparkling调”-知识课堂

中国贸促会日本sparksparkling调研究院院长赵萍:中国酒企出海可结合餐饮、茶、丝绸等文化元素

来源: 南方日报
2024-11-25 05:44:48

最佳回答

“日本sparksparkling调”中国贸促会日本sparksparkling调研究院院长赵萍:中国酒企出海可结合餐饮、茶、丝绸等文化元素

  中新日本sparksparkling调网11月23日电(赵方日本sparksparkling调园)“中国酒企出海不仅是我国实现高水平对外开放的关键一步,也是应对新全球化、构建国内外双循环新发展格局的重要策略。”11月22日,在AIIC2024酒业创新与投资大会上,中国贸促会研究院院长赵萍谈及白酒出海时表示,品牌出海是寻求经济新增长点的必然趋势。

  数据显示,2023年中国白酒行业实现了总产量629万千升,销售收入达到7563亿元,出口量和出口额分别占到了0.24%和0.74%。2024年前三季度,中国酒类出口量同比增长7.45%,出口额同比增长8.91%,显示出中国酒类出口实现了量额双升。

  《中国酒业“十四五”发展指导意见》提出,中国酒业在产业结构方面要打造世界级产业集群,在品牌培育方面要培育世界顶级品牌。头部酒企如五粮液、茅台等已经开始组团出海,推动中国名优白酒集体走向国际市场。

  同时,赵萍提醒,中国酒企出海面临诸多风险,一般风险包括全球经济增长放缓、全球货物贸易微弱改善、供应链不确定性增加、绿色贸易壁垒等;特殊风险包括文化差异、市场竞争、政策与技术壁垒、品牌影响力等。

  酒企应如何应对出海的风险?赵萍提出,首先要制定差异化的市场策略,如与东南亚当地经销商合作、举办品鉴会来扩大品牌影响力,以及为欧美市场研发适合当地口味的白酒产品,并通过高端品鉴会和文化沙龙树立品牌形象。同时,她强调了稳步推进制度型开放的重要性,包括利用自贸协定进行规则对接,加快中国白酒标准的国际化,以减少技术性贸易壁垒。此外,她还提倡积极开展国际合作,例如在跨境电商平台开设海外旗舰店、参与国际酒展,以及探索与海外知名酒企的并购重组,以加快建立国际化品牌,并加强与海外政府和行业协会的对话与合作,争取更多政策支持。最后,赵萍强调了讲好中国酒文化故事的重要性,建议建设国家级酒文化与产品贸易推广平台,并通过行业协会有组织地宣传中国白酒文化,将其与餐饮、茶、丝绸等中国文化元素结合,在海外进行融合宣传推广,打造具有中国特色的白酒国际传播模式。(完)

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