在国际烈性酒市场中,西方烈酒占据了突出的市场份额,中国白酒在国际市场中所占份额却十分有限。中国蒸馏酒的年均产量占据世界总产量的约40%,但出口量却很低,这充分说明了在国际市场中,中国白酒还具有较大的发展潜力。江小白酒业是一家非常年轻的白酒企业,其自诞生起为迎合青年消费者,便将自身定位为青春小酒。近年来江小白酒业在白酒国际化进程中取得了亮眼的成绩,已远销至20余个国家和地区。纵观其发展战略,江小白凭借利口净爽的味道策略,年轻化的文化表达,时尚化的营销方式,积极参与国际赛事,以及创新化的渠道设计等举措,顺利地走出国门、走向世界。在国内市场调整饱和、国外市场仍是竞争蓝海的竞争背景下,积极主动参与国际酒类赛事,坚持贴近国外市场对产品的消费需求,探索时尚化、年轻化的白酒文化营销方式等举措,为当前时代促进中国白酒走向世界,提供了重要的经验借鉴。
<<In the international spirits market,Chinese baijiu has a very limited share in the international market,while Western spirits occupy a prominent market share. The average annual output of Chinese distilled spirits accounts for about 30% of the world’s total output,but the export volume is very low. It’s demonstrates that to occupy a prominent market share in the international market,Chinese baijiu still has a long way to go. Chongqing Jiangxiaobai baijiu Industry Co.,Ltd. is a very young baijiu company. Jiangxiaobai positions itself as youthful baijiu,whose target consumer group is young consumers. In recent years,Jiangxiaobai has made outstanding achievements in Chinese baijiu internationalization,and it has been exported to more than 20 countries and regions. With its development strategy,Jiangxiaobai successfully went abroad to the world by virtue of his clean and refreshing taste strategy,youthful cultural expression,fashionable marketing methods,active participation in international competitions,and innovative channel design. Under the background of the saturation of the domestic market and the blue ocean of competition in the foreign market,Jiangxiaobai actively participate in international alcohol competitions,adhere to the consumer demand for products in foreign markets,and explore fashionable and younger baijiu culture marketing methods,which provide an important reference experience to promote Chinese baijiu to go to the world.
<<