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news (reporter liu yibo feng ruonan) on september 14, the 2024 wine industry culture forum and the wine enterprises' overseas "new sample" innovation forum, co-organized by the beijing wine circulation industry association, beijing cooking association and beijing business daily, was held in beijing.

as part of the 2024 china international fair for trade in services series of conferences, this forum is themed "new culture, new ideas, new strategies for wine companies to break through overseas expansion". it seeks win-win results through cross-border b-end resources, seeks recognition through c-end perspectives, and thus finds new channels for domestic wine companies to go overseas.

at the forum, liu yibo, deputy secretary-general of the beijing liquor distribution industry association, secretary-general of the deep blue think tank liquor brand research institute, and editor-in-chief of the beijing business daily liquor channel, released the "research report on high-quality overseas expansion of chinese liquor enterprises" (hereinafter referred to as the "report"), pointing out that what is "going out" is chinese liquor enterprises, and what is "going in" is chinese culture. at present, the layout of the overseas market for liquor, beer, and wine shows different characteristics. among them, the layout of liquor enterprises in overseas markets mainly shows that they are mainly concentrated in the top listed companies of liquor, most of the exported products are core large single products, and southeast asia has become a hot market.

at present, in the process of wine companies going overseas, although they have launched corresponding products and marketing policies to layout overseas markets, behind many measures, wine companies still find it difficult to break the situation of "it is easy to enter overseas markets, but difficult to enter overseas markets". in this regard, liu yibo pointed out at the forum that wine companies are still facing cultural differences in going overseas, which makes it difficult to form consumer resonance; the supply and marketing channels are single and have not formed a global sales network; the tariffs are high and the overall cost of going overseas is increased; standardization is not unified, and there are certification and supervision problems.

in response to the challenges facing wine companies going overseas, liu yibo pointed out that in the future, wine companies need to strengthen dialogue between government and business, innovate brand promotion forms, combine food and wine pairing, and expand multi-channel development. in addition, from the policy perspective, it is not only necessary to promote trade negotiations and formulate export preferential policies, but also wine companies need to wait for the implementation of policies and promote standardization and unification. in addition to the marketing and policy aspects, companies must also start from the product side, develop related products, and adapt to changes in consumer demand.