Focusing on Shede Spirits’ international expansion journey, the event explored the unique opportunities and challenges Chinese brands face as they expand abroad, particularly within the European market. Discussions centered on consumer behavior trends and strategic considerations for Chinese brands venturing onto the global stage.
Senior executives from Fosun Group and Shede Spirits delivered in-depth insights from three key perspectives: strategic development, digital marketing, and global market positioning. Drawing from hands-on industry experience and cutting-edge trends, they shared valuable case studies with students from the Shanghai Jiao Tong University-KEDGE Business School Global Executive MBA Programme, KEDGE alumni, and EMBA students from Frankfurt School of Finance & Management.
Together, the group unpacked the wisdom behind Eastern branding strategies, and explored new pathways for Chinese brands to break through and thrive in international markets.
From local legacy to global narrative: Shede Spirits’ three-stage journey to international expansion
Mr. MENG Wenbo, Global Partner at Fosun and Co-Chairman & CEO of Shanghai Fuyu Spirits (Group) Co., Ltd., delivered a keynote address titled “From the Hometown of Baijiu to a Global Presence.” In his talk, he provided a comprehensive overview of Shede Spirits’ internationalization strategy and on-the-ground practices—offering a valuable blueprint and meaningful inspiration for other Chinese brands aiming to expand globally.
Meng explained that since joining the Fosun ecosystem in 2020, Shede Spirits has rapidly built a “Glocal” strategy - global layout, local operations - leveraging Fosun’s deeply rooted industrial presence across five continents and 35 countries. This model integrates the resources of local enterprises abroad with Fosun’s expansive global network, enabling Shede to maintain its strong Chinese cultural identity while adapting precisely to local markets.
He highlighted several milestones of this approach. For example, Shede has partnered with Camus Cognac, Zhuhai Duty Free Group and China Duty Free Group, expanding its presence to over 80 duty-free stores at major international airports. Additionally, the brand has developed culturally creative, cross-border products - such as “Shede: Dialogue Between Eastern and Western Sages,” launched in Greece - which blend Eastern and Western heritage. These initiatives, powered by cultural IP, have garnered over 120 million impressions globally.
Addressing challenges such as high tariffs, distribution barriers, and differences in drinking culture, Meng emphasized that “internationalization is a long-term commitment.” He cautioned against quick wins and advocated for a disciplined, long-view strategy rooted in doing “what is difficult but right.” For Chinese companies eyeing international markets, he recommended a systematic approach across three dimensions: market selection, product positioning, and local relationship-building.
He concluded by underscoring the importance of two essential capabilities for global success: global cultural intelligence and the ability to communicate brand values across cultures. These, he argued, should be core pillars of any company’s soft power in the journey to go global.
Culture as the soul, strategy as the backbone: decoding Shede’s youth-oriented and global expansion strategy
Mr. ZHAO Peng, Partner at Fosun HR Line, Partner at Fosun Spirits, Chief Human Resources Officer and Partner at Shede Spirits, and a student of the SJTU-KEDGE Global MBA 2024 intake - shared deep insights into the globalization of Chinese baijiu brands, with a focus on the critical roles of corporate culture and strategic development. He illustrated how Shede Spirits, under the Fosun ecosystem, leverages cultural strength and organizational transformation to build a globally influential Chinese brand.
Zhao emphasized that Shede places strong importance on brand rejuvenation. By employing multi-dimensional strategies across content marketing, brand expression, product innovation, and influencer engagement, the company has successfully forged deep connections with younger consumer segments. These efforts form a comprehensive, forward-looking strategy tailored to a new generation of consumers.
He remarked, “The art of brewing fine spirits is not unique to China - it’s a shared wisdom enjoyed by consumers around the world.”
“Civilizations shine across time and space; wisdom bridges East and West; the aroma of fine liquor knows no borders. Shede embraces global collaboration for shared success.” These reflections embody Shede’s global vision of “culture as a bridge,” and reflect the brand’s cultural confidence and commitment to representing Chinese excellence on the world stage.
Digital-driven ecosystem growth: exploring new pathways for the Baijiu industry to break through
Mr. LIU Lihua, General Manager of Shede Spirits’ Digital Ecosystem Marketing Division and Head of its Digital Management Center, delivered a keynote titled “Growth Through Digital and Ecosystem Marketing.” In his presentation, he offered an in-depth look at Shede Spirits’ digital transformation journey, sharing strategic insights and innovative practices that highlight how the brand is using digital tools and ecosystem thinking to drive industry-wide transformation - providing valuable lessons for the modernization of traditional sectors.
Liu began by reviewing the significant shifts in China's fast-moving consumer goods (FMCG) market. He noted the transition from a period of high growth to one of stock competition, where although overall sales volumes in the baijiu industry have declined, the premiumization trend has continued to boost brand value. In response to this new landscape, he argued that digitalization must evolve from merely supporting business transformation to actively creating incremental value. He emphasized a dual focus on “cost-efficiency” and “value creation” as key drivers of sustainable growth.
During the interactive Q&A session, Liu engaged deeply with the audience, offering grounded, real-world perspectives on topics such as business model transformation, optimizing return on investment (ROI), and strategies for entering international markets—based on Shede’s own experiences.
He concluded with a powerful reflection:
“Digitalization is not just a tool, it is a fusion of insight and action. Only by truly understanding the logic of the business and uncovering new value within existing markets can sustainable growth be achieved.”
After the brand seminar, students and alumni visited Shede Spirits’ product exhibition area, where they gained firsthand insight into the brand’s portfolio and cultural storytelling. That evening, participants came together for an All-industry Networking Mixer, joining both Chinese and international EMBA students to enjoy a guided tasting of aged Shede baijiu.
In this relaxed social setting, meaningful conversations unfolded between European and Chinese students on topics such as brand marketing, consumer behavior, and cultural identity. The event fostered genuine cross-cultural exchange and offered participants a deeper appreciation of the unique appeal of Chinese baijiu.
Looking ahead, KEDGE will continue to leverage brand seminars and company visits as practical platforms to connect local enterprises with global resources. By doing so, it aims to empower the internationalization of Chinese brands and help bring Eastern wisdom to the global stage.
