Chinese Liquor Global Branding Research

China's liquor industry is a traditional industry, after thousands of years of history of precipitation, forming a uniquely Chinese liquor, is the world's four major liquor distillation one. In recent years, as China's economic development, people's consumption capacity, the domestic liquor industry has made rapid development. The windfall profits brought fierce competition. After more than 10 years of baptism, domestic liquor industry has been competition from low-level prices, marketing struggles and the transition to brands, cultural rivalries. In this process, distiller, Maotai, Jiannanchun, Shuijing Distillery number of famous brands come to the fore. China firmly occupy the liquor industry leading position. Brand strength of the decision, branding the decision profit has become the consensus of the people.With China's accession to the WTO, foreign liquor tycoons and foreign capital began to enter the Chinese market, Remy, Martell, vodka ... in the Chinese market, wine engaged in a fierce offensive, with sales rising year on year. Accompanied by a bottle of wine along China's wine culture abroad will also be more accepted by the Chinese people. And the wine popular in China in stark contrast to the Chinese liquor has been unable to accept the world, Liquor annual exports volume low, slow growth, foreign buyers are mainly Chinese.Faced with competition, and Chinese liquor brands must accelerate construction of brands to accelerate the pace of international, This is related to China liquor industry to sustain steady growth of the important issues. Actively explore overseas markets, brands of international operations has become China's liquor industry consensus and some domestic brands have started strong brand international operations.Unfortunately, so far, China has not Distilleries truly a world shared by the international brands. Moreover, the brand marketing strategy and brand management skills and well-known brand abroad also has major gaps. Therefore, in the trend of global economic integration has been continuously strengthened, Chinese Liquor industry to create its own international brands done a background, examine Liquor Brand international issues is of great significance. Meanwhile, domestic and foreign experts and scholars on China's Liquor Brands International of the study is not sufficient, These are what led me to the completion of this paper. Based on the research and foreign scholars on the basis of the results, theoretical and case combination of methods, systematic study of our international spirits brand of relevant issues and the corresponding strategy.