Traditional packaging with modern craftsmanship

Remy Martin, Hennessy, Chivas... In recent years, more and more foreign wines have landed on the Chinese market. China's traditional spirits are also going abroad to advance into the international mainstream market. Recently, the person in charge of the Wuliangye Group Import & Export Co., Ltd. said: “Wuliangye entered the German market not long ago. It is important to know that Germany is a deep-rooted beer culture.”

According to customs statistics, in the first three months of this year, the main production areas of Chinese liquor, Sichuan, the export of alcoholic products increased by 82.36% year-on-year, and the total foreign exchange earned through exports was US$ 11.67 million. According to the Sichuan Provincial Department of Commerce, the total volume of Sichuan liquor exports and foreign exchange earning increased by a large margin, mainly due to the expansion of the export scale of leading enterprises: Wuliangye increased its foreign exchange earnings by 42.44% in the first quarter of this year, which accounted for most of Sichuan's exports.

Its operating income ranks first in the Chinese liquor industry, Wuliangye, and is also the largest exporter of Chinese spirits. In 2005, Wuliangye earned foreign exchange of 144 million U.S. dollars. According to statistics, exports accounted for 90% of China's famous liquor exports.

Export to Germany is only part of the global market for Wuliangye. There are also countries such as the United States, France, and Japan. Wuliangye wine has been sold in more than 160 countries and regions. Except for traditional markets such as Southeast Asia and Japan, Wuliangye has entered the mainstream market in Europe and America. Also significantly increased. Not long ago, the Ministry of Foreign Affairs ordered 5,000 boxes of Wuliangye as a national wine for each embassy to receive international guests. Duty-free shops are recognized as the commanding point of the international sales network. Wuliangye is the first domestic liquor company to enter the international duty free market.

Traditional packaging with modern craftsmanship

The prestigious Chinese spirits have once been in an embarrassing position in the international market. In 1999, China's liquor exports amounted to 3,242 tons, accounting for only 0.06% of the total amount of Chinese liquor, and there were 8 companies that exported more than 100 tons of liquor. And the export volume of the dominant brand liquor companies is also minimal.

The traditional craftsmanship, high tariffs, and consumer tastes that are yet to be innovated... Chinese liquors have been hit by barriers when they go abroad. A few years ago, the senior engineer of Shen Yifang, a Chinese liquor authority, had pessimistically judged that Chinese liquor has a strong geographical consumption characteristic, and its flavor and variety are complex and it is difficult to export a lot. Some experts have also proposed that Chinese liquor should go global and firstly solve the problem of product innovation. Traditional craftsmanship is difficult to pass national food certification and inspection.

“Wuliangye has been used for more than 600 years in the fermentation pits, and the brewing process has maintained its tradition. However, it uses the most modern equipment to check and use the most advanced international instruments to analyze and measure. The best in the world Wuliangye is a wine-making equipment and our technical center is world-class.” The person in charge of Wuliangye is confident about the quality of the wine.

According to reports, the brewing process of Wuliangye wine is both tedious and detailed, and it requires tens of strict, standardized and detailed technological processes from the time the raw materials enter the factory to the product to the market.

In recent years, Chinese liquor companies, represented by Wuliangye, have responded to the challenges of going abroad and have been actively innovating on the basis of maintaining traditional features. The process has become increasingly advanced. We have adopted more environmentally friendly packaging and adopted strict anti-counterfeiting measures. Changes also make the export of Chinese liquor smooth.

Bundle with Catering Culture

“Chinese liquor has not really gone out of the country”. Although the recent export growth momentum is fierce, from an expert's point of view, all this is only the beginning: Currently, no Chinese liquor company including Wuliangye can carry out systematic branding on the international market. Promotion.

The Chinese liquor industry has noticed the crisis, which comes from the infiltration of international competitors: “For the past 20 years, foreign wine brands have entered the Chinese market. They are building brands, building their culture, and influencing our cultural system. This is our See the crisis."

The fifth generation descendant of the French cognac family Camille said: "Due to cultural differences between East and West, consumers in many countries do not understand China's long and outstanding winemaking history and its absolute match with the king's wine and wine. The king of China's famous wine."

The international influence of Chinese culture is expanding, and the catering culture is also being recognized by many foreign friends. The wine culture is in line with the catering culture. “This is a good opportunity for Chinese liquor to go global,” said the person in charge of Wuliangye Company. “The strategic goal of Wuliangye is to realize the revival of liquor and join the world’s top 500 within three years. Wuliangye has become an international brand and has become one of the largest manufacturers of international drinks.”

Working together to shape the overall image

At present, although a few wine products have been exported to China in different forms in China, the majority of products entering these countries can still only be sold in the Chinese market.

"If we can legally pass the inspections of foreign governments and add appropriate consumption guidance, sales of Chinese liquor products to these countries and regions will be promising." Industry insiders are so optimistic.

According to statistics, as the main force of overseas consumption of Chinese alcoholic beverage products, Chinese people have exceeded 60 million people in various countries in the world. In addition, Koreans, Vietnamese, Mongolians, and Taiwanese people who also like Chinese spirits have more than 100 million people around the world. In addition, Russians, Ukrainians, Koreans, Mongolians, and Japanese who are passionate about spirits People, etc., There are about 500 million people in this market.

"In a short period of time, it may be very unlikely that there will be a very significant breakthrough in the export of liquor. It takes a relatively long process for this product with distinct cultural characteristics to be accepted abroad. It requires the joint efforts of the entire Chinese liquor industry." Chinese liquor Liu Shi, secretary-general of the Business Association, believes that the key to Chinese liquor going further is that “every liquor company that wants to go out should work together to shape the image of Chinese liquor as a whole.”

Reprinted from: China Network