东南亚淘金热，白酒停靠“出海第一站”
<!----><style type="text/css">html{font-size:375%}</style><link href="https://pic.app.58cammp.com/static/publish/css/style.css?v=20240712" rel="stylesheet" position="1" data-qf-origin="/static/publish/css/style.css?v=20240712"><!-- 付费贴--> <div class="preview_article "> <!----> <section style="margin-bottom: 0px;"><p> </p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FlczfiD4YywTz8M0yIpo3G0ErHVO" /></section><section style="text-align: center; margin-left: 16px; margin-right: 16px;"></section></section><section style="margin-bottom: 0px;"><section style="margin-bottom: -10px; outline: 0px; text-align: left; justify-content: flex-start; display: flex; flex-flow: row; visibility: visible;"><section style="outline: 0px; display: inline-block; vertical-align: top; width: 338.5px; visibility: visible;"><section style="outline: 0px; height: auto; transform: perspective(0px); transform-style: flat; visibility: visible;"><section style="margin-top: 10px; 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text-wrap: wrap; visibility: visible;"> </p></section></section></section></section></section><section style="outline: 0px; display: inline-block; vertical-align: top; width: auto; align-self: flex-start; flex: 0 0 0%; height: auto; visibility: visible;"><section style="outline: 0px; transform: rotateZ(8.51deg); visibility: visible;"><section style="outline: 0px; text-align: center; visibility: visible;"><section style="outline: 0px; display: inline-block; vertical-align: top; overflow: hidden; height: 17px; width: 4px; background-color: #ffffff; visibility: visible; border: 1px solid #ffca00;"><section style="outline: 0px; text-align: justify; visibility: visible;"><p style="outline: 0px; text-wrap: wrap; visibility: visible;"> </p><p style="outline: 0px; text-wrap: wrap; visibility: visible;"> </p></section></section></section></section></section></section></section></section></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; outline: 0px; font-size: 16px; line-height: 2em; visibility: visible;"><section style="margin-bottom: 10px; outline: 0px; text-align: left; justify-content: flex-start; display: flex; flex-flow: row; visibility: visible;"><section style="outline: 0px; display: inline-block; width: 645px; vertical-align: top; align-self: flex-start; flex: 0 0 auto; visibility: visible; border: 1px solid #ffca00;"><section style="margin-bottom: 5px; outline: 0px; justify-content: flex-start; display: flex; flex-flow: row; visibility: visible;"><section style="padding: 28px; outline: 0px; display: inline-block; width: 643px; vertical-align: top; align-self: flex-start; flex: 0 0 auto; border-bottom: 1px solid #ffca00; border-bottom-right-radius: 0px; visibility: visible;"><section style="outline: 0px; text-align: justify; visibility: visible;"><p style="outline: 0px; text-wrap: wrap; visibility: visible;"><span style="outline: 0px; font-size: 15px; letter-spacing: normal; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; visibility: visible; color: #55585a;">编者按：向“高”而生，从“优”而胜。白酒发展新周期下，“高端化转型”、“品牌升级”是当下行业两大发展主题。新的竞争主题下，是新的市场格局与消费需求，也酝酿着新的机遇、蕴藏着新的危机。大道在前，唯破不立！</span></p></section></section></section></section></section></section><p style="line-height: 2em; margin-left: 16px; margin-right: 16px;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">最集中的海外华人区、全球经济增长下一个火车头、复制中国模式就能成功的“新手村”……各种buff叠在一起，让东南亚成为当之无愧的“出海第一站”。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">而对于出海百余年仍在“起步”阶段的中国白酒而言，东南亚的属性释放带来了向上一步走的台阶。茅台、泸州老窖、西凤酒、酣客君丰等一批白酒企业在奔赴东南亚的同时也在试图携团出海，“走出去”的方式也慢慢从产品出海转变为产业融合。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">在世界经济视角聚焦东南亚的今天，白酒停靠“出海第一站”能否为国际化之路打开局面？</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><img class="rich_pages wxw-img" style="width: 546px; height: 344px;" src="https://pic.app.58cammp.com/Ft6VcK6dfUb0aPZmt7V8J_5KN6r0" /></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图片来源：摄图网</span></p><section style="margin-bottom: 0px; text-wrap: wrap; font-size: 15px; color: rgba(62, 62, 62, 0.82); letter-spacing: 1px; line-height: 2;"><section style="margin-top: 10px; margin-left: 16px; margin-right: 16px;"><section style="display: inline-block; width: 578px; vertical-align: top;"><section><section style="margin-top: 10px; margin-bottom: 10px; display: flex; flex-flow: row;"><section style="display: inline-block; vertical-align: middle; width: auto; min-width: 10%; flex: 0 0 auto; height: auto; align-self: center;"><section style="margin-top: 10px; margin-bottom: 10px; text-align: center;"><section style="margin-right: auto; margin-left: auto; display: inline-block; width: 2.5em; height: 2.5em; line-height: 2.5em; border-radius: 100%; font-size: 17px; color: #ffffff; font-family: Optima-Regular, PingFangTC-light; background-color: #ffca00;"><p><strong>01</strong></p></section></section></section><section style="display: inline-block; vertical-align: middle; width: auto; align-self: center; flex: 0 0 auto; min-width: 10%; height: auto;"><section style="transform: translate3d(10px, 0px, 0px);"><section style="font-family: Optima-Regular, PingFangTC-light;"><p><span style="font-size: 16px; color: #55585a; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif;"><strong><span style="letter-spacing: 0px;">酒企扎堆东南亚</span></strong></span></p></section></section><section style="margin-top: 3px; transform: translate3d(-10px, 0px, 0px);"><section style="height: 1px; background-color: #ffca00;"></section></section></section></section></section></section></section></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">1915年，中国白酒品牌参展“巴拿马太平洋万国博览会”被认为是近代史上中国白酒第一次集中出海，这些白酒在展会上为中国白酒拿下了8枚奖章，其中包括汾酒、衡水老白干、刘伶醉、宝丰酒获得的4枚甲等大奖章和茅台、泸州老窖、五粮液、西凤酒等四枚金奖。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FmV_Hrbtyi9IBb_pmAs696hPlKaV" /></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; text-align: center; caret-color: rgba(0, 0, 0, 0); text-wrap: wrap; background-color: #ffffff;">图片来源于网络</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">而在此之后不久，更是有茅台、五粮液、洋河、汾酒等白酒品牌开始探索国际贸易的道路，并一路坚持到今天。不过由于文化以及饮酒习惯差异等原因，截至目前为止，海外消费者除了华人之外，对白酒的认知度和接受度有限，中国白酒的出海依然处在初步阶段。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">但随着东南亚在全球经济体系中的地位提升，全球掀起东南亚淘金热后，文化和习惯的鸿沟搭上了一座微妙的桥梁，中国白酒进军东南亚正式“上桥”。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">不久前，沱牌舍得在马来西亚举行了“与世界分享中国智慧”上市发布会，正式登陆东南亚核心市场马来西亚。舍得酒业总裁唐珲在发布会上提到，马来西亚是舍得酒业的第一个海外深耕国家，并且力争将马来西亚打造成舍得酒业全球化布局的样板和典范。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FvKy5Dibz2REqO2P29tekKJrHkyf" /></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; text-align: center; caret-color: rgba(0, 0, 0, 0); text-wrap: wrap; background-color: #ffffff;">图</span><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; text-align: center; caret-color: rgba(0, 0, 0, 0); text-wrap: wrap; background-color: #ffffff;">片来源：舍得酒业公众号</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">深耕东南亚，是不少酒企进一步探索国际化的重要路径。过去几年，茅台在越南、泰国、印度尼西亚、老挝等东南亚国家开展多次市场调研和品牌推广活动，将“中国茅台·香飘世界”融入东南亚市场。而随着泰国在2023年成为东南亚茅台酒销量最大的市场，这里也成了茅台深入东南亚市场的战略要地。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">西凤酒同样在重压东南亚。今年6月，西凤酒授权丁丁商城在东南亚五国（柬埔寨、泰国、老挝、越南、缅甸）的代理权。而基于丁丁商城为柬埔寨权威烟酒供应链及线上采购批发平台这一身份，西凤酒将以柬埔寨为中心，向东南亚辐射、落地、生根、成长，完成对东南亚市场的攻城略地。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/Fr2ZStdW4bccWPioR-cPQ6xsE8Ll" /></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：西凤酒公众号</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">另外，泸州老窖国窖通过1573“让世界品味中国”全球之旅等活动，迅速在新加坡、马来西亚、柬埔寨等东南亚国家打开知名度，这里已经是泸州老窖最核心的海外市场之一，连续3年呈现25%以上的增长。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">大哥们把路探了一遍，摸着石头过河的小弟们也紧随其后。今年7月，酣客君丰、国台、贵酒、金沙、怀庄等30余家贵州白酒企业借着2024新加坡国际食品饮料展览会在新加坡组团亮相；而在5月，由贵州省商务厅主办、茅台带头的“黔酒全球行”同样在新加坡落脚并着重在经贸往来及多边合作上进行洽谈沟通。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FpC_KkBM7ll8wyZg3BCdHfiYcqnO" /></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em; text-align: center;"><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：酣客君丰公众号</span></p><section style="margin-bottom: 0px; font-size: 15px; text-wrap: wrap; color: rgba(62, 62, 62, 0.82); letter-spacing: 1px; line-height: 2;"><section style="margin-top: 10px; margin-right: 16px; margin-left: 16px;"><section style="display: inline-block; width: 578px; vertical-align: top;"><section><section style="margin-top: 10px; margin-bottom: 10px; display: flex; flex-flow: row;"><section style="display: inline-block; vertical-align: middle; width: auto; min-width: 10%; flex: 0 0 auto; height: auto; align-self: center;"><section style="margin-top: 10px; margin-bottom: 10px; text-align: center;"><section style="margin-right: auto; margin-left: auto; display: inline-block; width: 2.5em; height: 2.5em; line-height: 2.5em; border-radius: 100%; font-size: 17px; color: #ffffff; font-family: Optima-Regular, PingFangTC-light; background-color: #ffca00;"><p><strong>02</strong></p></section></section></section><section style="display: inline-block; vertical-align: middle; width: auto; align-self: center; flex: 0 0 auto; min-width: 10%; height: auto;"><section style="transform: translate3d(10px, 0px, 0px);"><section style="font-family: Optima-Regular, PingFangTC-light;"><p><span style="font-size: 16px; color: #55585a; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif;"><strong><span style="letter-spacing: 0px;">新时代的金窝窝</span></strong></span></p></section></section><section style="margin-top: 3px; transform: translate3d(-10px, 0px, 0px);"><section style="height: 1px; background-color: #ffca00;"></section></section></section></section></section></section></section></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">白酒出海念叨了很多年，酒企们的足迹也走过很多地方，亚太的日韩，欧洲的丹麦、芬兰，非洲的赞比亚、坦桑尼亚……都有中国白酒的身影。但整体来看，除了亚太地区因儒文化同根同源而具备的文化认同阻碍较小之外，其余地区的国际化之路走得并不算迅速。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">来自海关总署的数据显示，2023年白酒商品累计出口量约1.5万千升，占总产量的比重仅为0.2%。总出口额约为8亿美元（约57亿元），其中，贵州茅台海外营收的43.5亿元就占去了超过七成，五粮液出口的10.04亿元再分去约两成。可以看到，无论是从出口总量还是品牌活跃度来看，白酒出海依然在起步阶段。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FtTCBP67L83DPETB6lxjkmPW7eqz" /></section><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：酒讯制图</span></section><section style="text-align: center; margin-left: 16px; margin-right: 16px;"></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">不得不提的是，一直以来，中国白酒出海一直以来颇为青睐海外华人的支持，在海外本土消费者开拓上的进展相对缓慢。经过多年的探索和尝试，作为海外华人最集中的地区，东南亚成了绕不开的一站。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">据统计，全球共计有超过6000万华人华侨分布在世界近200个国家和地区，其中就有超过3000万人聚集在东南亚地区。这里有全球海外华人最多的国家印度尼西亚（华人数量高达2000多万），也有世界上华人占比最高的国家新加坡（华人占74%左右），也有至今保持着汉族传统的国家马来西亚。这里是一片与中国文化、中国白酒文化天然有着极强亲和力的市场。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">这种亲和力实际上从早年间东南亚资本入华投资中国白酒企业也能看得出来。早在2005年，随着中国加入WTO而引起的外资入华热潮，“泰国酒王”TCC集团就曾出资5500万元整体收购云南玉林泉酒业，这也是国内第一家被外资收购的白酒企业。而玉林泉酒业则在2009年5月被纳入TCC集团旗下国际酒业，并在新加坡成功上市。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FqLysITOzsTvi81InHviyisSiOe1" /></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-align: center;"><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：玉林泉酒业官网</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-align: center;"></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">当然，仅仅靠着血脉上的亲近并不能将东南亚锁定为“出海第一站”。在商言商，站在商业的角度来看，随着近几年东南亚人口红利释放、世界经济增长极的转移，全球已经掀起了空前的东南亚掘金潮。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">从自身条件来看，东南亚正处于经济发展高速增长期。新加坡DBS银行发布的报告预测，未来十年内，东南亚六大经济体将以年均5.1%的速度稳步增长，展现出强大的发展韧性和潜力。在这样的诱惑下，世界各地互联网、新能源汽车、电子科技等一大批产业开始向东南亚转移。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">人口红利、稳定的经济增速以及强大消费潜力这些标签组合在一起，让不少人想到了20年前的中国。20年后，当中国经济体在全球范围内上升一个等级且竞争更为激烈之后，东南亚作为“替补选手”补位跟上。更有观点认为，各大产业复制中国模式进入东南亚有极大的成功可能性，东南亚就是中国之后的另一个“新手村”。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">事实上，无论是富士康“迁都”越南，还是苹果生产基地转移至马来西亚，抑或特斯拉曾试图在泰国建厂，都在尝试将曾经在中国走过并成功了的模式搬至东南亚，来一次“梅开二度”。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">当然，在这场热潮中，中国产业也在紧锣密鼓地加入。大到高铁、通讯，小到快递、网购，从衣食住行到金融投资，中国元素正在慢慢融入并串联起东南亚。而在这样的基础上，在欧美市场走得相对困难的中国白酒，无疑搭建起了产业融合的快车道。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/Fiw90PJOBSP9OfEp0luZDUyuXCZp" /></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-align: center;"><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：摄图网</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-align: center;"></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">白酒营销专家肖竹青表示，市场三要素是人口、购买力和购买意向。随着东南亚国家与中国的经济交往日渐频繁，人口的交往非常常态化。在这种状态之下，中国的消费习惯和品牌文化是非常密切的，渗透在东南亚的相关国家。此时，中国白酒的国际化第一站选择东南亚是必然选择。因为有足够多的人口，有足够强大的购买力，有非常显著且非常清晰的购买意向，所以中国的白酒国际化选择东南亚是占据了天时地利人和。</span></p><section style="margin-bottom: 0px; font-size: 15px; text-wrap: wrap; color: rgba(62, 62, 62, 0.82); letter-spacing: 1px; line-height: 2;"><section style="margin-top: 10px; margin-right: 16px; margin-left: 16px;"><section style="display: inline-block; width: 578px; vertical-align: top;"><section><section style="margin-top: 10px; margin-bottom: 10px; display: flex; flex-flow: row;"><section style="display: inline-block; vertical-align: middle; width: auto; min-width: 10%; flex: 0 0 auto; height: auto; align-self: center;"><section style="margin-top: 10px; margin-bottom: 10px; text-align: center;"><section style="margin-right: auto; margin-left: auto; display: inline-block; width: 2.5em; height: 2.5em; line-height: 2.5em; border-radius: 100%; font-size: 17px; color: #ffffff; font-family: Optima-Regular, PingFangTC-light; background-color: #ffca00;"><p><strong>03</strong></p></section></section></section><section style="display: inline-block; vertical-align: middle; width: auto; align-self: center; flex: 0 0 auto; min-width: 10%; height: auto;"><section style="transform: translate3d(10px, 0px, 0px);"><section style="font-family: Optima-Regular, PingFangTC-light;"><p><span style="font-size: 16px; color: #55585a; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif;"><strong><span style="letter-spacing: 0px;">跳向下一站之前</span></strong></span></p></section></section><section style="margin-top: 3px; transform: translate3d(-10px, 0px, 0px);"><section style="height: 1px; background-color: #ffca00;"></section></section></section></section></section></section></section></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">全球产业齐聚东南亚淘金，白酒趁热“下南洋”赶集。而浓厚的华人氛围以及累积已久的中国商业模式“东南亚化”为中国白酒在东南亚市场迅速扎根打下基础。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">但不容忽视的是，站在优势基础之上并不意味着这场出海之旅就是板上钉钉的顺风船。在肖竹青看来，白酒国际化最核心的三大障碍在于口味、客单价以及营销逻辑与当前烈酒市场的融合困难。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">具体来看，在口味上，尽管国际烈酒市场上不乏Spirytus（96度）、Everclear（95度）、Golden Grain（95度）这样的高度烈酒，但由于海外消费者更习惯加冰加水等混饮方式，实际上的饮用度数在40度以下，且口味上也更青睐果香型烈酒，这一点与中国白酒的饮用方式有很大区别；而在客单价上，国际白酒的客单价是12美元或者十欧元，中国的白酒价格明显高于这一价格，在缺乏市场基础的情况下很难促成消费；在营销上，国际品牌更擅长从情绪价值上入手，海外消费者也更习惯于此，而白酒营销则更倾向于隐晦含蓄的悠久历史和传统文化的传播。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; letter-spacing: 0.578px; text-wrap: wrap; text-align: center;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/Fihs5RjorK90dTMofrEqvPFVC5U-" /></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; letter-spacing: 0.578px; text-wrap: wrap; text-align: center;"><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：摄图网</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; letter-spacing: 0.578px; text-wrap: wrap; text-align: center;"><span style="color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;"> </span></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">从这几点来看，即便落脚在华人氛围浓厚的东南亚市场，中国白酒与国际接轨依然还需要在更多方面根据国际市场的具体情况进行针对性的优化。</span></p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">著名战略定位专家、九德定位咨询公司创始人徐雄俊表示，东南亚，特别是新加坡，当前已经成长为国际市场的踏板，相当于全球品牌的“集散地”。这也意味着东南亚市场的成功攻克即意味着企业能够更高效、更快速地全球，当然这同时也代表着中国白酒将面临更为残酷的国际化竞争。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">徐雄俊在《精准定位》一书中也强调，在越复杂的国际竞争环境中，对品牌的精准定位也要求更高。他提到，在国际市场，中国白酒头部品牌具备资金、人力、渠道等多方优势势能，这也意味着当前白酒出海的重点在高端市场。为此，在未来开拓市场过程中需要着重关注当地高端客户人群，稳固白酒高端形象，为未来中国白酒在国际烈酒市场的高端地位打下基础。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;"> </span></p><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FiTA-YrVfmfdZCjiZSOPsNkXcGGd" /></section><section style="text-align: center; margin-left: 16px; margin-right: 16px;"><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">图</span><span style="text-align: center; text-wrap: wrap; color: #b2b2b2; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 1px; caret-color: rgba(0, 0, 0, 0); background-color: #ffffff;">片来源：摄图网</span></section><section style="text-align: center; margin-left: 16px; margin-right: 16px;"></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">总体而言，东南亚市场确实是中国白酒国际化进阶的一块优质跳板。它的存在犹如过去香港之于中国贸易一般。而随着中国经济体系的调整以及全国经济重点重新划分，白酒出海路径也逐步清晰。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">当前市场较为统一的观点是，白酒出海已经可以借助全球经济体系的秩序重整，从我国对外最大的贸易地区中国大湾区、港澳台地区出发，延伸向我国贸易的重要合作伙伴区域东南亚、东盟，并借此跳往更广阔的欧美国家市场，从而形成“大湾区－港澳台－东南亚－东盟－欧美国家”完整的出海链路。</span></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">当然，这一切的前提是走稳每一步，站稳每一站。</span></p><section style="outline: 0px; transform: rotateZ(180deg);"><section style="outline: 0px; display: flex; flex-flow: row; justify-content: flex-start;"><section style="margin-right: 4px; outline: 0px; display: inline-block; vertical-align: bottom; width: auto; flex: 0 0 0%; height: auto; align-self: flex-end;"><section style="outline: 0px; transform: perspective(0px); transform-style: flat;"><section style="outline: 0px; text-align: center; transform: rotateX(180deg);"><section style="outline: 0px; display: inline-block; vertical-align: top; overflow: hidden; height: 10px; width: 3px; background-color: #f8cb04;"></section></section></section></section><section style="outline: 0px; display: inline-block; vertical-align: bottom; width: auto; flex: 0 0 0%; height: auto; align-self: flex-end;"><section style="outline: 0px; transform: perspective(0px); transform-style: flat;"><section style="outline: 0px; text-align: center; transform: rotateX(180deg);"><section style="outline: 0px; display: inline-block; vertical-align: top; overflow: hidden; height: 16px; width: 3px; background-color: #f8cb04;"></section></section></section></section><section style="padding: 4px 4px 4px 11px; outline: 0px; display: inline-block; border-bottom: 1px solid #f8cb04; border-bottom-right-radius: 0px; flex: 0 0 auto; vertical-align: bottom; align-self: flex-end; width: 100px; height: auto;"><section style="outline: 0px; text-align: justify;"><p style="outline: 0px; text-wrap: wrap;"> </p></section></section></section></section><section style="outline: 0px; text-align: justify;"><section style="outline: 0px; text-wrap: wrap; line-height: 2em;"><span style="outline: 0px; font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">用学术视角鉴往知来，于酒业之变一览乾坤。酒讯智库专注于数据跟踪中国白酒的历史发展规律和创新变革路径，从新颖的角度研究中国白酒的发展特色，以独特的思维研判中国白酒竞争形势。</span></section></section><section style="outline: 0px; line-height: 2em;"><section style="outline: 0px; display: flex; flex-flow: row; justify-content: flex-start;"><section style="margin-right: 4px; outline: 0px; display: inline-block; vertical-align: bottom; width: auto; flex: 0 0 0%; height: auto; align-self: flex-end;"><section style="outline: 0px; transform: perspective(0px); transform-style: flat;"><section style="outline: 0px; text-align: center; transform: rotateX(180deg);"><section style="outline: 0px; display: inline-block; vertical-align: top; overflow: hidden; height: 10px; width: 3px; background-color: #f8cb04;"></section></section></section></section><section style="outline: 0px; display: inline-block; vertical-align: bottom; width: auto; flex: 0 0 0%; height: auto; align-self: flex-end;"><section style="outline: 0px; transform: perspective(0px); transform-style: flat;"><section style="outline: 0px; text-align: center; transform: rotateX(180deg);"><section style="outline: 0px; display: inline-block; vertical-align: top; overflow: hidden; height: 16px; width: 3px; background-color: #f8cb04;"></section></section></section></section><section style="padding: 4px 4px 4px 11px; outline: 0px; display: inline-block; border-bottom: 1px solid #f8cb04; border-bottom-right-radius: 0px; flex: 0 0 auto; vertical-align: bottom; align-self: flex-end; width: 100px; height: auto;"><section style="outline: 0px; text-align: justify;"><p style="outline: 0px; text-wrap: wrap;"> </p></section></section></section></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; line-height: 2em;"><span style="font-size: 15px; font-family: Helvetica Neue, Helvetica, Hiragino Sans GB, Microsoft YaHei, Arial, sans-serif; color: #55585a; letter-spacing: 2px;">来源：界面财经号</span></p><section class="empty_paragraph" style="font-size: 16px; text-align: center; margin: 10px 16px; text-indent: 120px;"></section><section style="font-size: 16px; text-align: center; margin: 10px 16px;"></section><section style="font-size: 16px; text-align: center; margin: 10px 16px;"></section></section> <!----></div> 假酒太多了 销量怎么样 挺好！ 中国人换个地方喝而已 不错 厉害。 有中國人的地方白酒一定好賣 加油！ 白酒行业是该填补这里酒品供应了
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