文丨酒业家团队（ID：jiuyejia360）
Planning丨Qu Yang Editor丨Yun Heng Editor丨Yun Ding
2024 is the year of acceleration of Moutai's internationalization. Following Europe, Moutai has achieved a blockbuster brand debut in Southeast Asia, another important overseas market.
A few days ago, sponsored by the Guizhou Provincial Department of Commerce, the Guizhou Liquor Global Tour - Into Singapore Tasting Promotion Conference was held in Singapore, and Moutai led the Guizhou liquor enterprise fleet to bring a feast of taste buds to local consumers in Singapore.
Liquor industry experts have noticed that since the beginning of this year, the internationalization process of Moutai has been significantly "accelerated".
In January this year, Wang Li, Deputy Secretary of the Party Committee and General Manager of Moutai Group, led a team to carry out brand activities in European countries such as Switzerland and Italy, presenting the Moutai brand and cultural charm from the East to European consumers. In April this year, Moutai made a high-profile appearance at the 4th Consumer Expo, using the Expo as a position to showcase Moutai's brand and culture to international consumers and buyers.
At the beginning of this month, during the Paris International Exposition, one of the world's largest comprehensive exhibitions, Moutai also made a high-profile appearance, bringing a variety of blockbuster products to the exhibition, fully displaying the brand image and Moutai culture to consumers from all over the world, attracting a large number of overseas consumers and celebrities to visit and taste.
Now, Moutai has led the Guizhou liquor brand fleet to appear in Singapore, and the acceleration of Guizhou liquor going to sea is not only another manifestation of Moutai's accelerated layout in overseas markets, but also Moutai's brand responsibility and responsibility as a leading Guizhou liquor.
"Highlight the leading role of 'Moutai' and carefully brew world-class liquor products." Gao Shan, Deputy Secretary of the Party Committee and Deputy General Manager of Moutai Group, said at the tasting and promotion meeting that it is necessary to give full play to Moutai's leading role in the industry, carefully brew the best quality liquor with the strictest standards, build a traceability system for product quality and service quality, and continuously improve the internationalization of Guizhou liquor market development, the internationalization level of corporate governance, and the internationalization ability of brand communication.
Kweichow Moutai, fragrant world. At the Panama International Exposition more than 100 years ago, Moutai attracted the attention of the world with its wine aroma, and won the gold medal with its quality. More than 100 years later, Moutai has vigorously promoted the process of internationalization, and is still based on quality, conquering global consumers with quality.
As Gao Shan said, Moutai will adhere to the principle that "quality is the soul of life", strictly control production, technology and quality, and provide the world with a "brand matrix and jade liquid elixir" of "Made in Guizhou".
▲Gao Shan, Deputy Secretary of the Party Committee and Deputy General Manager of Moutai Group
In fact, the appearance in Singapore has more important brand and market significance for Moutai. Southeast Asia has always been an important core market for Moutai overseas, and at the Moutai Southeast Asia, Hong Kong and Macao Market Work Symposium held in Bangkok, Thailand in June last year, Gao Shan also said that Moutai's revenue growth in Hong Kong, Macao and Southeast Asian countries has increased significantly, the proportion of the contribution is high, and the pilot drive is strong, which provides a guarantee and builds a platform for Moutai to better go global.
"The time has come, and the momentum has been achieved." After years of development and layout, Moutai has begun to have brand influence in overseas markets and has built a market structure. The wine industry has learned that by the end of 2023, Moutai has laid out 106 distributors in 64 countries and regions around the world, and opened 44 specialty stores and 3 Moutai cultural experience centers. In 2023, Moutai will achieve revenue of 4.35 billion yuan in overseas markets, and in the first quarter of this year, Moutai will achieve revenue of 813 million yuan in the international market, a year-on-year increase of 23.56%.
It is worth noting that in Moutai's latest strategic deployment, internationalization is still a key strategy, and Moutai has long been a firm promoter and practitioner of Chinese liquor and culture going overseas. It can be predicted that with the acceleration and increase of Moutai's layout in the international market, Moutai's overseas market construction will also usher in a new situation of development.