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beijing business daily (reporter hu jingrong) 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, zhang yanmei, vice president of xiabu group, said that as the government encourages enterprises to "go global" and fully promotes the internationalization of catering enterprises, and as overseas market demand continues to grow, catering brands are increasingly willing to go overseas. in the process of catering and wine companies going overseas, brands need to shape their local characteristics, including the localization of products, consumers, and employees.

in terms of product localization, zhang yanmei shared xiabu group's attempts in overseas markets. it is understood that xiabu's coucou hotpot has adjusted some dishes based on the eating habits of local singaporean consumers, and created a store environment based on the city's characteristics to provide consumers with different scenarios. "chinese companies going overseas cannot only serve chinese people, but also attract more local consumers. this is of great significance to the long-term development of the brand and cultural output." zhang yanmei said.

in addition, when brands go overseas, the linkage between different categories is equally important. zhang yanmei said that wine companies going overseas require wine products to have more applications in different fields, such as combining with restaurant dishes, and linking with coffee and other beverages, which are all points where brands can innovate. "after the food and wine products go overseas, they can form a label for themselves and deepen consumers' memory. consumers remember the products and the brand."