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Strategies for Global Promotion of Chinese Yellow Wine: History, Present, and Future Development

Author(s)

Chuanli Liu1, Xuecan Yang2, Ying Zhang3, Jean-Marie Nianga4, Zefeng Wang2,3,4,*

Affiliation(s)

1ISBMT, International School of Business Management and Technology, Lille, France 2IEIP, Institute of Education and Innovation in Paris, Paris, France 3College of Engineering, College of Teacher Education, Huzhou University, Huzhou, Zhejiang, China 4Sino-Congolese Foundation for Development, Brazzaville, Congo-Brazzaville *Corresponding Author.

Abstract

Huangjiu, or Chinese Yellow Wine, is a significant cultural heritage item in China, with a long history and traditional brewing techniques. This paper examines the historical significance of Huangjiu, its current market position, and potential strategies for global promotion. Historically, yellow wine has played a pivotal role in Chinese society, being used in rituals, celebrations, and as a medicinal beverage. The production methods, which have been in use for over 3,000 years, contribute to the distinctive flavors and health benefits of the beverage. Currently, Yellow Wine has a robust domestic market driven by cultural preferences and health perceptions. However, it faces challenges in international expansion. These challenges include regulatory barriers, cultural differences, and competition from established wine producers such as those in France, Italy, and Spain. To enhance global brand recognition, it would be beneficial to leverage Chinese cultural events and collaborate with international wine experts. It is essential to improve the legal and regulatory frameworks by establishing standardized quality processes and providing tax incentives. This will facilitate exports and maintain the authenticity of the product. It is imperative that product development innovates, creating new wine varieties and sustainable production methods, to cater to the diverse global market and align with the prevailing sustainability trends. The promotion of Yellow Wine may also be facilitated by the expansion of wine tourism through initiatives such as the establishment of wine theme parks, which would offer visitors immersive cultural experiences. The following recommendations are proposed for stakeholders to consider firstly, producers should focus on quality and innovation; secondly, marketers should develop targeted marketing campaigns; and thirdly, supportive regulatory environments should be created. Further research should investigate the potential health benefits of Yellow Wine, consumer behavior in different regions, and its integration into modern culinary practices. The prospective evolution of Chinese Yellow Wine necessitates a comprehensive strategy that addresses quality, innovation, marketing, and regulatory challenges. By leveraging its distinctive cultural heritage and overcoming obstacles to international expansion, Chinese Yellow Wine can achieve sustained growth and global success. This study highlights the importance of integrating traditional cultural products into the global market to preserve heritage and drive economic growth.

Keywords

Chinese Yellow Wine; Huangjiu; Wine Market; Cultural Heritage; Global Promotion

References

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