Chinese liquor in an international perspective

In the internationalization of Chinese liquor, the most important thing is not "internationalization" but "ization"

Many well-known wine companies have been committed to promoting the internationalization of Chinese liquor, so why internationalize? Where should it be "changed"? The "Guiding Opinions on Accelerating the Construction of the Modern Light Industry System (Draft for Comment)" issued not long ago encourages liquor to "go global", accelerate the establishment of international brands through mergers and acquisitions and other methods, and focus on cultivating internationally renowned brands to promote the internationalization of liquor.

Mergers and acquisitions, invigorating enterprises, and revitalizing assets have long been common in all walks of life, but in the field of liquor, they will still attract people's attention

Access to international markets through capital

China's wine industry has always regarded internationalization as an important task.

Obviously, in the current liquor market, the industrial structure has undergone a huge change from "product management" to "brand management"

The conditions for international mergers and acquisitions have basically been met

In 2021, the liquor industry will continue to maintain a rapid development trend

In recent years, the liquor market has entered the stage of "long-term lack of wine, but lack of good wine", and "concentrating on advantageous enterprises, concentrated production areas, and concentrated production capacity" is still the development trend of the liquor industry

Judging from the actual conditions, the current leading liquor companies have basically met the basic conditions for overseas mergers and acquisitions

One is strong capital strength

The second is excellent management ability

The third is broad market space

Fourth, a good brand reputation

From the current point of view, overseas mergers and acquisitions and reorganizations have more advantages than disadvantages for the internationalization of liquor: one is to expand the scale of the enterprise to achieve economies of scale; the other is to integrate various funds, technologies, channels, etc.

　　The trend of globalization has returned, and the problem of internationalization of liquor needs to be solved urgently.

　　(Source: China Alcoholic Drinks Association CADA)

"China Food News" (04 edition on April 11, 2022)

　　(Editor-in-charge: Gu Yufei)