中国酒类出口量额双增：2024年前三季度亚洲市场成核心增长引擎
每经记者 温梦华 编辑 董兴生 | By Wen Menghua, Edited by Dong Xingsheng
"如果用一句话形容未来中国酒业出海，可以概括为'中国酒业出海恰逢其时'。"11月22日，在AIIC 2024酒业创新与投资大会上，中国贸促会研究院院长赵萍总结道。
"If we were to summarize the future of China's alcohol industry going global in one sentence, it would be 'the timing is perfect'," said Zhao Ping, Dean of CCPIT Research Institute at the AIIC 2024 Alcohol Industry Innovation and Investment Conference on November 22.
2024年，白酒出海"浪潮"火热。当行业迈入存量竞争的深度调整期，对寻求市场新增量的酒企而言，"出海"已不是一道选择题，而是成为具有行业共识的"必答题"。
In 2024, the "wave" of Chinese liquor going global continues to heat up. As the industry enters a period of deep adjustment with stock competition, "going global" is no longer an option but a necessity for alcohol companies seeking new market growth.
亚洲市场贡献65%出口额
Asian Markets Account for 65% of Export Value
相关数据显示，2024年前三季度，中国酒类出口量为5.6亿升，同比增长7.45%；出口额为13.74亿美元，同比增长8.91%。
Data shows that in the first three quarters of 2024, China's alcohol exports reached 560 million liters, up 7.45% year-on-year, with export value hitting $1.374 billion, an 8.91% increase.
赵萍指出，主要核心市场是亚洲地区。今年前三季度，中国酒类产品出口额TOP10的国家和地区中，除美国、澳大利亚外，其余都属于亚洲地区，合计占中国酒类产品出口额的65.19%。
Zhao Ping noted that the core market is Asia. Among the top 10 destinations for Chinese alcohol exports, except for the U.S. and Australia, all are Asian countries/regions, collectively accounting for 65.19% of total export value.
头部酒企的出海新战略
New Global Strategies from Industry Leaders
目前，在海外市场布局的中国白酒企业主要为贵州茅台、五粮液、山西汾酒、洋河股份等头部上市公司。赵萍建议采取差异化策略：
Currently, major Chinese liquor companies going global include Kweichow Moutai, Wuliangye, Shanxi Xinghuacun Fenjiu, and Yanghe Brewery. Zhao Ping recommended differentiated strategies:
- 东南亚市场：通过与当地经销商合作扩大品牌影响力
- Southeast Asia: Expand brand influence through local distributors
- 欧美市场：研发适合当地消费者口味的产品
- Europe/America: Develop products tailored to local tastes
- 推动白酒标准与国际接轨，减少技术性贸易壁垒
- Align Chinese liquor standards with international norms to reduce technical barriers
专家同时建议通过跨境电商平台、国际酒展等渠道建立国际化品牌，并建设国家级酒文化推广平台。
Experts also recommend building international brands through cross-border e-commerce and alcohol exhibitions, while establishing national-level cultural promotion platforms.
