2024白酒国际化加速：海外市场能否成为行业新增长点？

2024白酒国际化加速：海外市场能否成为行业新增长点？

Chinese Baijiu Goes Global in 2024: Can Overseas Markets Become a New Growth Driver?

随着国内白酒市场竞争加剧，海外市场正成为各大酒企的战略重点。茅台、五粮液、洋河等头部品牌近期密集开展海外推广活动，数据显示2024年1-10月白酒出口额同比增长14.1%，国际化进程明显提速。

As domestic baijiu market competition intensifies, overseas markets are becoming strategic priorities for major brands like Moutai, Wuliangye and Yanghe. Recent data shows a 14.1% year-on-year growth in baijiu exports from January to October 2024, signaling accelerated globalization efforts.

白酒出海新动态

Latest Developments in Baijiu Globalization

洋河在阿联酋市场的成功案例颇具代表性。当地经销商窦敬杰表示："2024年洋河产品已进入阿联酋50%以上的零售终端，销售额增长超50%。"茅台、五粮液等品牌也加大在APEC等国际平台的曝光，并深入东南亚、中东等市场调研。

Yanghe's success in UAE market is telling. Local distributor Dou Jingjie noted: "Yanghe products have entered over 50% of retail channels in UAE in 2024, with sales growing more than 50%." Brands like Moutai and Wuliangye are also increasing presence at international events like APEC while conducting market research in Southeast Asia and Middle East.

从形式到实质的转变

From Symbolic to Substantive Efforts

中国香港酒业总商会席康观察到："今年白酒企业出海不再是表面功夫，而是真正希望通过本地化运营扎根海外市场。"这种转变源于国内市场的增长压力——2023年以来白酒行业进入深度调整期。

Xi Kang from Hong Kong Wine & Spirits Association observed: "Baijiu companies' overseas expansion in 2024 goes beyond symbolic gestures, with genuine efforts to establish local operations." This shift stems from domestic market pressures - the industry has entered adjustment phase since 2023.

国际化面临的双重挑战

Dual Challenges in Globalization

口感与标准是白酒出海的主要障碍：

• 高度数（普遍50度以上）与欧美主流40度烈酒存在差异
• 缺乏统一的国际检验标准
• 文化差异导致消费场景不同

Taste and standards remain key obstacles:

• High alcohol content (typically over 50%) differs from mainstream 40% spirits in West
• Lack of unified international testing standards
• Cultural differences in consumption scenarios

专家观点

Expert Insights

知趣咨询蔡学飞指出："国际化是名酒企业发展的必由之路，虽然目前白酒出口额仅占行业1%左右，但提前布局海外市场培育至关重要。"五粮液章欣则强调建立中国白酒国际标准体系的紧迫性。

Cai Xuefei from ZhiQu Consulting noted: "Globalization is inevitable for premium baijiu brands. Though exports account for only about 1% currently, early overseas market cultivation is crucial." Wuliangye's Zhang Xin emphasized urgency in establishing international standards for Chinese baijiu.