On December 19, the 2024 China International Famous Wine Expo opened in Yibin, Sichuan Province. Wang Li, Deputy Secretary of the Party Committee and General manager of Moutai Group, attended the opening ceremony and tour activities, and shared the topic of "Thinking and Practice on the internationalization of Chinese Baijiu".

Wang Li said that from the perspective of the domestic market, the Baijiu industry has entered a period of adjustment, and the industry has entered an era of stock competition. To open a new growth "breakthrough", find a new market "growth pole", to achieve sustainable and high-quality development, "going out" is an important path. From the perspective of development practice, "going overseas " can be divided into three stages: export, sea and internationalization. Export is to broaden the scope of the market, let the products go out, is the "necessary prerequisite" of internationalization; Going to sea is to let enterprises go out by exporting brands and cultures, which is the "necessary process" of internationalization. Internationalization is the enterprise's vision pattern, development concept, standard rules and international integration, connectivity, with international value creation ability, which is the "ultimate goal", the three are linked and progressive, is the process of "quantitative change" to "qualitative change".

In the first three quarters of 2024, Moutai's export revenue was 3.483 billion yuan, up 16.72% year-on-year.

This year, well-known Baijiu enterprises represented by Kweichow Moutai, Wuliangye and Shanxi Fenjiu frequently appeared on the international stage, and actively expanded overseas markets and enhanced the international influence of the brand by participating in various international activities and exhibitions. Under the background of intensifying competition in the domestic market, the internationalization process of China's Baijiu industry is gradually accelerating, and "going overseas " has become the consensus and inevitable choice of the industry.

Enterprise check data show that there are 180,900 baijiu related enterprises in China. From the perspective of the distribution of establishment years, most of the existing enterprises related toBaijiu have rich market experience, among which the enterprises with establishment years of 5-10 years are the most, accounting for 49.18%. Secondly, the number of enterprises established for more than 10 years accounted for 21.55%.