白酒国际化新机遇：RCEP协定下的全球市场布局策略

白酒国际化新机遇：RCEP协定下的全球市场布局策略

New Opportunities for Baijiu Internationalization: Global Market Strategy Under RCEP Agreement

华夏酒报记者陈振翔 / By Chen Zhenxiang, China Liquor News

随着区域全面经济伙伴关系协定（RCEP）谈判完成，中国白酒行业迎来国际化新机遇。
With the completion of RCEP negotiations, China's baijiu industry welcomes new opportunities for internationalization.

近日，RCEP 15个成员国完成全部文本谈判及实质上的所有市场准入谈判，这一协定将创造全球最大自贸区，涵盖30多亿人口，占全球GDP总量的三分之一。

Recently, the 15 RCEP member states completed all text negotiations and substantially all market access negotiations. This agreement will create the world's largest free trade area, covering over 3 billion people and one-third of global GDP.

市场现状：产量大但国际化程度低
Market Status: Large Production but Low Internationalization

数据显示，中国白酒产量占全球烈性酒产量近40%，但国际市场份额不足8%，且主要消费群体仍为海外华人。

Statistics show that Chinese baijiu accounts for nearly 40% of global spirits production, but its international market share is less than 8%, with overseas Chinese remaining the main consumer group.

品牌国际化策略："借船出海"与"造船出海"
Internationalization Strategies: "Borrowing Boats" and "Building Boats"

茅台、五粮液等头部品牌通过海外推广活动提升国际认知度，如五粮液的"耀世之旅"、茅台的"非洲之行"等。

Leading brands like Moutai and Wuliangye enhance international awareness through overseas promotions, such as Wuliangye's "Glorious Journey" and Moutai's "Africa Tour".

在2020比利时布鲁塞尔国际烈性酒大奖赛上，中国白酒表现亮眼，共获得119枚奖牌，获奖比例高达38.6%。

At the 2020 Brussels International Spirits Competition, Chinese baijiu performed remarkably, winning 119 medals with a winning rate of 38.6%.

文化认同：国际化成功的关键
Cultural Recognition: Key to Successful Internationalization

比利时布鲁塞尔国际酒类大奖赛主席卜度安·哈弗表示，欧洲评委对白酒的认可有助于提升国际社会对中国文化的认同。

Baudouin Havaux, President of the Brussels International Spirits Competition, stated that European judges' recognition of baijiu helps enhance international acceptance of Chinese culture.

专家观点：商务部研究院白明认为，RCEP为中国白酒重新定义国际化提供了绝佳机遇。
Expert Opinion: Bai Ming from MOFCOM Research Institute believes RCEP provides an excellent opportunity for Chinese baijiu to redefine internationalization.