Chinese liquor firms urged to expand overseas presence, boost cooperation

Liquor companies from China should expand their presence in overseas markets and join hands for common business objectives, said a top industry official.

Liu Yuan, executive vice-chairman of the China National Association for Liquor and Spirits Circulation, said nine leading baijiu makers, including Moutai, Fenjiu, Wuliangye and Yanghe, have teamed up to launch a slew of campaigns in a bid to reverse the trend of liquor imports outstripping exports in China.

Statistics from the General Administration of Customs indicated that last year, China's liquor imports stood at 83.1 million liters, up 13.73 percent year-on-year, while in value terms it was $1.4 billion, up 24 percent year-on-year. However, China's liquor exports during the period stood at just 17.2 million liters, up 3.86 percent year-on-year. The exports accounted for 1.9 percent of the total production volume for a total value of $655 million.