Salute, Vinexpo Bordeaux! | 在Vinexpo, 江小白和国潮一起干杯！

May 13 to 16, Tmall and Jiangxiaobai were in lovely France at the Vinexpo Bordeaux. Being the world’s top wine show, the Vinexpo provides exhibitors with great exposure to industry professionals. Around 2,000 brands and 40,000 trade visitors came to temporarily transform the otherwise tranquil city into a buzzing trade hub.

Jiangxiaobai joined forces with Alibaba’s online shopping platform TMall to promote Chinese baijiu in foreign markets. After being successful in China, Jiangxiaobai can take advantage of Tmall’s user base and market share at home and abroad to pave a way for Chinese products in the global market. Following this strategy, Jiangxiaobai already carried out cross-border cooperation with Uni-President, Zhou Heiya, Tencent and other enterprises to continuously study the diversity of consumer demand and extend the consumption scene.

In any industry, when it reaches a certain stage, internationalization will become an inevitable development based on the demands of improved brand depth and market breadth.

To create a prolific world stage for emerging brands from China, domestic products need to channel their own voice, creating new “Chinese symbols”. If Chinese brands embrace true innovation based on the specialities of their home market, world culture can be contributed to with uniquely Chinese trends.

For Chinese spirits, internationalization has always been difficult to overcome due to big differences in taste and culture. In recent years, Jiangxiaobai has dedicated itself to the “Renaissance of the Old Flavor” and is constantly finding new ways to upgrade the product quality,  portfolio and consumption scenarios.

During Vinexpo Bordeaux, Jiangxiaobai debuted its “Graffiti Poetry Edition”, with the bottle design incorporating both the styles of graffiti and calligraphy. This blend of artistic expression was able to attract many visitors and give a glimpse into the lifestyles and cultural concepts of contemporary Chinese youth.

5月13日至16日，江小白和天猫携手来到了美丽的法国波尔多，一起参加了世界酒类的顶级展会Vinexpo。

5月13日至16日，江小白和天猫携手来到了美丽的法国波尔多，一起参加了世界酒类的顶级展会Vinexpo。Vinexpo可谓是最重要的世界级葡萄酒与烈酒展会之一，齐聚了约2,000个品牌和40,000名专业观众，为参展商和酒类专业人士们提供了广阔的互相交流和接触的平台，临时将这个宁静的世界酒城波尔多变成了一个热闹的贸易中心，在这里共同放眼全球，展望未来。

江小白先是在国内联合统一推出新品饮料“打气”，丰富产品矩阵，后又跨界牵手周黑鸭推出搭配套餐，进军年轻人喜爱的熟卤市场。而此次“江小白+天猫国潮”的合作，旨在借势天猫在海内外的用户基数及市场份额，寻求中国酒的出海策略，不断研究消费需求的多样性，扩大消费现状。

任何行业，发展到一定阶段时，基于提升品牌高度、市场广度和渗透深度的诉求，国际化都会成为必然的发展方向。

为国货品牌打造最好的世界舞台，让国货潮品发出自己的声音，让国潮成为新的“中国符号”，让国货品牌推陈出新，以时尚潮范儿打通走向世界的潮流之路，是天猫国潮行动努力的方向。如果中国品牌拥有基于本土市场特色的真正创新，那么世界文化可以为中国独特的趋势做出贡献。

对中国酒而言，受制于口感、文化等种种差异限制，国际化一直是一道难以攻克的关卡。

记者了解到，近几年江小白也一直在探索中国酒的“老味新生”，不断研究产品、喝法和玩法的潮酷升级。比如，拉大尺度看全球，先研究全球烈酒的重要趋势，发现威士忌、伏特加等产品流行的要素，然后再回来思考自己的产品应该怎么做。著名营销专家刘春雄曾对江小白的市场逻辑表示肯定，他认为，这个逻辑显然不是局限在存量的国内市场，甚至是地方市场争夺份额，反而打开了国际化的想象空间，既然威士忌、伏特加、清酒打过来了，中国白酒不如也打出去。

从市场拓展方式来看，江小白尝试着融合世界各地饮食文化和美酒文化，将产品带到了韩国、日本、英国等地。

此次参展，江小白的“涂鸦写诗版”首次亮相，瓶身设计融合了涂鸦和书法进行瓶身设计。展会现场，许多国外年轻人聚集在江小白展位旁边，欣赏和品尝这款“用国潮的方式写出中国诗，用国潮的方式展示中国酒”的产品。这样的艺术呈现形式，也让外国人对中国当代年轻人的生活方式和文化理念，有了更新的认识。