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Guizhou baijiu finds fans across the country

chinadaily.com.cn | Updated: 2020-09-09 Print

The baijiu industry has morphed into one of the major sectors in Southwest China's Guizhou province, and local spirit producers are always on the lookout for new market opportunities.

Guizhou Xijiu, a famous baijiu company founded in 1952, began advertising on national television channels in the 1980s and opened eight branch companies during the 1990s. In 2010, the company officially transitioned from a regional brand to a national brand.

Guizhou Guotai Liquor Co adopted a similar strategy to develop its brand. Since it began selling liquor in 2007, Guotai has expanded its market from Guizhou to other provinces.

Entering markets in other provinces is a must for local baijiu companies once they reach a certain scale. When selecting the first locations for its out-of-province expansion, Xijiu chose Henan, Shandong and Guangdong, three provinces with large economic volume and baijiu consumption.

Later, Xijiu expanded its business to Fujian, Zhejiang and Jiangsu provinces, which boast developed local economies and high living standards, along with a passion for consuming baijiu.

For Guotai, it had retail stores in most municipal-level cities in 2017 and advertised at airports in 15 cities, as well as at high-speed railway stations and along expressways in 10 major cities.

In recent years, Guizhou's government has cooperated with baijiu companies to hold promotion activities and make the province's baijiu brands known to more people.

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