Baijiu has made great efforts to become international, but the harder it works, the more niche it becomes. Even in Europe and the United States, baijiu can only be used as cooking wine, which is sad to hear. So, liquor can be very popular in the Chinese market, but why is its revenue in the international market so bleak? Is liquor really inferior to whiskey , wine and cocktails?
In recent years, major liquor manufacturers have racked their brains and exhausted manpower, material and financial resources to get liquor out of China and go global. But the rewards were dismal. Looking at recent data, mainland my country's liquor exports are only US$115 million, and more than 58% of them are exported to Hong Kong and Macau. During the same period, the export volume of French brandy ( distilled liquor ) reached US$2.08 billion, and it is a best-selling product worldwide.
What is the problem? In fact, the reason for the low competitiveness of Chinese liquor in the international market is caused by the Chinese liquor companies themselves.
First of all, different standards affect the international development of liquor. In fact, it is in accordance with the legal requirements of European and American countries. For imported alcohol, a clear ingredient list and instructions on the production process are required. However, Chinese liquor companies that have the ability to export lose their products’ competitiveness in the market in order to avoid leaking company secrets. They are very taboo about leaking these raw materials and manufacturing processes. However, in the eyes of foreigners, the grain wine promoted does not have the guarantee of the ingredient list, so they do not know whether it is real or fake. In this way, foreigners have always been skeptical about Chinese liquor, so they dare not import it and consumers dare not buy it. In this way, the sales of liquor in the international market have become so bleak.
▲ Liquor flavor classification
Secondly, the internationalization of liquor is difficult to do with its cultural positioning. China's wine culture has a history of several thousand years. The cultural attributes are quite sufficient. Wine is the carrier of culture and the embodiment of a national culture. At present, the author feels that the reason why liquor cannot go out of China is partly related to the popularization of culture. If our company can popularize culture better, it may be able to better promote the connection between Chinese liquor and international standards.
Finally, the difference in high-end and taste also affects the fact that liquor is not accepted by Western Europe and European and American regions. Chinese baijiu, even the lowest alcohol baijiu, is vastly different from spirits. For foreigners, it obviously takes time to accept this difference. The author suggests that all wine-making companies may actually consider promoting light-flavor liquor to foreign markets. Because the city once took the sweeter rose Fenjiu abroad to be tested by foreigners. The final result is that foreigners quite like this type of wine. Similarly, regarding the understanding of high-end, domestic and foreign judgment standards also have different attitudes. For the European market, a bottle of liquor reaches such a high price. They obviously couldn't accept it. Compared with liquor competitors, whiskey and other products are not high in price and are more in line with their tastes. In comparison, liquor can certainly not compete with the alcoholic beverages they are familiar with. Therefore, the price of exported liquor is relatively in the mid-to-high range. This is also a factor that our wine-making companies should focus on.
In summary, if Chinese liquor companies want to go out of the market, they must consider more factors. Only by knowing ourselves and the enemy can we win every battle. Every company has its own secrets, such as unique formula ratios, unique processes, etc. These should be kept secret and must not be provided, and you are not asked to provide them in such detail.Compared with the same period, the process of brandy is so open, and the Chinese can also brew it, but can our brandy impact the status of French brandy? The result is obvious. We don’t have a century-old wine as the base wine. How can it affect the status of the place of origin? Likewise, no country’s liquor can compete with China’s liquor. Do they have cellars that are over 400 years old? Do they have the cultural connotation that five thousand years of civilization has given to liquor?
Therefore, Chinese liquor companies should give up this self-deceptive obscurantism in order to gain strong international competitiveness.
Pictures come from the Internet
Author: Han Xiaoli
Art design: Li Moli
