Innovative Marketing of Chinese Baijiu for Online and Offline Markets

Abstract

This paper aims to study the baijiu industry in China and abroad, as well as the marketing strategies of two leading Chinese baijiu brands (Wuliangye and Moutai) to promote liquor culture in and outside of China. Their brand strategy and marketing mix will be discussed, and it will be analyzed if and how innovative digital marketing strategies such as O2O (online-to-offline) can help baijiu brands improve brand equity and brand loyalty. In order to identify the market potential and support the sustainable brand development of baijiu spirits, this chapter will investigate the younger generation's attitude towards baijiu marketing through a small-scale survey. Managerial implications for baijiu producers of all sizes will be provided.