中国白酒国际化新机遇：RCEP协定下的全球市场布局与品牌表达
华夏酒报记者 陈振翔 | By Chen Zhenxiang, China Liquor News
近日，随着区域全面经济伙伴关系协定(RCEP)15个成员国结束全部文本谈判以及实质上所有市场准入谈判，历经7年"长跑"，终于取得重大突破！一个涵盖30多亿人口、占全世界三分之一GDP总量，全球最大的自贸区或将在不久后诞生。
Recently, the Regional Comprehensive Economic Partnership (RCEP) has made a major breakthrough after seven years of negotiations. The 15 member countries have completed all text negotiations and substantially all market access negotiations. The world's largest free trade area, covering over 3 billion people and accounting for one-third of global GDP, is expected to be established soon.
商务部研究院国际市场研究所副所长白明表示，RCEP谈判成功，为中国外贸高质量发展拓展了新的空间。对于中国白酒来说是一个国际化重新定义和重新调整布局的机遇，也是白酒"表达"的最佳时机。
Bai Ming, Deputy Director of the International Market Research Institute of the Chinese Academy of International Trade and Economic Cooperation, stated that the successful RCEP negotiations have created new space for the high-quality development of China's foreign trade. For Chinese baijiu, this represents an opportunity to redefine internationalization and readjust global layouts, as well as the perfect timing for baijiu's "expression".
"借船出海"扩展渠道布局 | "Borrowing Ships to Go to Sea": Expanding Channel Layout
中国白酒与国际上著名的烈性酒品牌相比，在国际化推广进程中虽然取得了一些进展，但是步伐仍然缓慢。数据显示，截至2018年，中国白酒产量占全球烈性酒产量的比例近40%，但国际市场的份额却不到8%。
Compared with internationally renowned spirits brands, Chinese baijiu has made some progress in international promotion, but the pace remains slow. Data shows that as of 2018, Chinese baijiu accounted for nearly 40% of global spirits production, but its share in the international market was less than 8%.
白酒国际化进程中，茅台、五粮液、汾酒、洋河、泸州老窖、古井贡酒等品牌纷纷布局海外，充分利用各种媒介推广中国白酒、推广白酒文化。
In the process of baijiu internationalization, brands such as Moutai, Wuliangye, Fenjiu, Yanghe, Luzhou Laojiao, and Gujing Gongjiu have expanded overseas, making full use of various media to promote Chinese baijiu and its culture.
"造船出海"文化赢得市场 | "Building Ships to Go to Sea": Winning Markets with Culture
12月3日，2020比利时布鲁塞尔国际烈性酒大奖赛(中国区)颁奖典礼在河南省漯河市举行。中国308个送选样品，共获得119枚奖牌，包括大金奖6枚、金奖49枚、银奖64枚。
On December 3, the 2020 Brussels International Spirits Competition (China) awards ceremony was held in Luohe City, Henan Province. China's 308 submitted samples won a total of 119 medals, including 6 Grand Gold Medals, 49 Gold Medals, and 64 Silver Medals.
比利时布鲁塞尔国际酒类大奖赛主席卜度安·哈弗表示，欧洲评委们对白酒的准确认知和赞赏有助于提高国际市场对中国文化的认同，并帮助白酒开拓国际销售渠道。
Baudouin Havaux, President of the Brussels International Spirits Competition, stated that European judges' accurate understanding and appreciation of baijiu will help enhance international market recognition of Chinese culture and assist in opening up international sales channels for baijiu.