KWEICHOW MOUTAI TO OPEN PARIS OFFICE IN LATEST INTERNATIONALISATION PUSH
By Siulan Law Mathews DipWSET
Source: Kweichow Moutai
Leading Chinese baijiu brand Kweichow Moutai will soon open an office in Paris as a launch pad for expansion into international markets.
The Paris office has already secured a liquor licence from the French authorities and is scheduled to open later this month.
Situated on centrally located Rue d'Argençon with many flagship stores of luxucry brands as neighbours, the Paris office is the first of its kind for Kweichow Moutai.
In a recent visit to Paris, Kweichow Moutai's chairman Ding Xiongjun has outlined some details in the company's anbition to exapnd outside of China.
In a meeting held in Paris with 33 Kweichow Moutai distributors from all over Europe, Ding said the company is very keen in its internationalisation plan.
He said promotion strategies including direct sales, flexible pricing and opening flagship stores will be drawn up to suit the martket consitions of different countries.
"The Paris office will serve as a trading and service outpost for the internationalisation of the whole of Moutai Group. It will provide insights for the formaulation of strategies for various major European markets," Ding told distributors in the meeting.
During his Paris visit, Ding has also met with members of the Chinese business community in France.
Despite having been repeatedly ranked the world's most valuable spirits brand and being the most influential of all brands in China, Kweichow Moutai and its products are still relatively unknown to international consumers.
The company is also face challenges in atrracting younger consumers who do not consume as much baijiu as thier older generation.
In an attempt to stay relevant to young Chinese consumers, Kweichow Moutai has launched Moutai ice cream, chocolate and baijiu infused coffee.
(the writer can be contacted at: firstname.lastname@example.org)
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