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The national wine Maotai internationalization road has a long way to go and strive to build an international brand.

Finance 2018-05-26 20:26:21 0

On May 24 (local time), the China Daily version of the US version of the 9th edition published the "Moutai to the World" topic, the headline was published by visiting scholar, China Daily special contributor June Chang "Moutai mulls expansion in US market (Moutai expands the mainstream US market)" article.

Moutai is produced in Guizhou Province, a province of southwest China. It is the leading alcohol brand in China. Today, Maotai is no longer satisfied with the existing Chinese customer base, by sponsoring local events, integrating Moutai culture, attracting mainstream customers and expanding the US market. Guizhou Moutai takes brand and culture seriously in the process of internationalization. About 20 years ago, Maotai began to explore the US market and chose to establish distribution centers in New York, Los Angeles and San Francisco. CNS Enterprises is the wholesale and promotion center for Maotai in Los Angeles. Liu Hongyuan, the sales director of the American liquor importer, said that promoting Chinese liquor in North America is not easy, but the development prospects are good.

The main consumers of Moutai are overseas Chinese and Chinese companies operating in the United States. There are four main Moutai products in the United States, 200 ml, 375 ml, 750 ml and 1000 ml Moutai.

Regarding the promotion and promotion of Maotai, Maotai Group has chosen its local partners very carefully and decided to sponsor some high-end events, including Los Angeles Fashion Week and Los Angeles Film Market, to enhance the brand awareness of Maotai. The most recent one was the cooperation between Maotai Group and the 2017 NBA champion Golden State Warriors. Kweichow Moutai became the sponsor of the traditional Chinese celebrations of the season.

In the Oakland Arena in Oakland, California, against the Oklahoma City Thunder, the Warriors players wore Chinese-inspired jerseys. The jersey pattern symbolizes the combination of California Golden Gate Bridge and Chinese tradition. The belts are printed on the belts. Prosperous Chinese characters.

The team and the fans celebrated the arrival of the Lunar New Year of the Year of the Dog. There were also mid-field lion dances, red envelope rains, and gifts for the zodiac dogs plush dolls. The Bronze New Year message is scrolling on the big screen of the Oracle Arena and shows that Maotai Group is the sponsor of this event.

According to the NBA's statement, the Moutai brand promotion campaign was also integrated into two other "China Nights", that is, on March 8 and March 29, the Warriors players dressed in Chinese elements competed in the Oracle Arena against San Antonio. The Spurs and the Milwaukee Bucks.

Warriors Chairman Rick Welts said: "We have been working hard to find a partner that can keep up with our global pace. Now we have found that it is Maotai." He said: " Kweichow Moutai and its leaders are far-sighted, and their influence in China and the world is the most powerful proof. Together with Moutai, we can work together to create greater glories.

A series of videos featuring Warrior assistant coaches Ron Adams and Mike Brown showcased their understanding of Chinese culture in the Chinatown of San Francisco. In the video they tasted Moutai. Chinese food and drinks inside. The video clips have been aired online and will be played on the big screen of the Oracle Arena.

The Maotai Group and the Warriors also celebrated the San Francisco Chinese New Year and participated in the Paradeo parade, one of the world's top ten parades launched by Chinese immigrants more than 100 years ago. On the main street in the city centre and Chinatown, there is a relief sponsored by the Warriors and Maotai Group.

Liu Hongyuan said that the cooperation with business partners such as Warriors is very close to the current marketing strategy of Moutai in the United States. “We’ve designed commercials and billboards to be modern and visual, and we’re on the famous landmarks and traffic blocks.

An American businessman said that as early as 1982, someone introduced him to Moutai. At that time, as a local official in the United States, he first came to Shanghai, China for a business visit. He first drank Moutai at a banquet invited by a client. Slowly, more and more enjoy the taste of Moutai, and learn to distinguish between good white wine and bad white wine. Like wine, agave, whiskey and other wines, Moutai winery has a wide variety of wines.

Today, China has become the world's second largest economy and plays an increasingly important role in international affairs. Many well-known Chinese brands like Moutai have also ushered in a great opportunity to get on the world stage.

As the first choice for receiving foreign guests at the State Banquet, Moutai has a lot of symbolic significance in China's diplomatic and international relations. In the 1970s, the leaders of China and the United States drank Moutai to celebrate the resumption of foreign exchanges between the two countries. Nowadays, in many occasions to celebrate the establishment of a new type of Sino-US relationship, the national wine Maotai is indispensable. Moutai is exported to more than 60 countries and regions including Asia, Europe, America, Oceania and Africa.

From the multi-faceted exploration of “introduction” and “going out” of Moutai, it can be seen that Moutai's efforts in internationalization of products, internationalization of brands, and internationalization of market development. I believe that Maotai can further enhance the popularity of “National Wine Maotai” as a national boutique through continuous exploration and perseverance. This national card of Jiuxiang Jiuzhou is bound to be famous all over the world.