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recently, wang diqiang, deputy secretary of the party committee, deputy chairman and deputy general manager of xijiu group, was invited to attend the "new opportunities and new vitality - phoenix bay area financial forum 2024" hosted by phoenix satellite tv and phoenix.com and co-hosted by the executive committee of the hengqin guangdong-macao deep cooperation zone, and delivered a keynote speech on the thinking of "going global" of liquor. he proposed that "going global" of liquor is an inevitable trend, but the road to going global is a long and arduous task. this has triggered new thinking in the industry about "going global" of liquor.

from a national perspective, we need to vividly "tell chinese stories well and spread chinese voices well" to promote the brilliant light of chinese culture to illuminate every corner of the world. focusing on the chinese liquor industry, which carries a profound cultural heritage, we should use liquor as a medium and an international perspective to brilliantly present the unique charm and profound connotation of chinese liquor culture, thereby significantly enhancing our country's international influence. therefore, led by leading enterprises, liquor has accelerated its layout in overseas markets in recent years. xijiu is an explorer and practitioner of liquor "going overseas". in xijiu's view, only by using culture and innovation as engines, telling the story of chinese liquor well, and innovating the expression of brand value can overseas consumers truly understand the profound cultural heritage of chinese liquor.

"going overseas" is imperative, xijiu seizes the opportunity

according to data released by the liquor importers and exporters branch of the china chamber of commerce for import and export of food, agricultural and animal products, in the first half of this year, my country's liquor exports reached us$400 million, a year-on-year increase of 3%, and the export destinations increased from 62 countries and regions in the first quarter to 80. behind the growth of liquor export data is the accelerated internationalization process of enterprises. in the process of internationalization, the attitude and actions of leading enterprises play a key role.