w88 casino News Network (provided by the w88 casino of International Relations)A few days ago, the new 21st century international business textbook series "International Negotiation" was officially published by Renmin University of China Press. Two international negotiation cases, including the Australian winery acquisition negotiation (2012-2014) and the Australian Open strategic cooperation negotiation (2018-2023) led by Luzhou Laojiao Group, were selected into the textbook.
It is understood that the w88 casino of International Relations and the Public Diplomacy and International Communication Research Center of the w88 casino, as well-known research platforms in the country, organized a team to compile the country's first "International Negotiation" textbook. The textbook is highly systematic and rich in front-line cases, achieving a combination of teaching and research, and theory guiding practice. The international negotiation course has become one of the top courses at the w88 casino.
The "International Negotiation" textbook writing team commented that the two selected cases of Luzhou Laojiao Group demonstrate the negotiation paths and success factors of Chinese brands in the process of internationalization. By strengthening brand building, optimizing team and channel management, and flexibly responding to market changes, we successfully promoted national brands to the international market, enhanced brand value and global visibility, and provided valuable experience and inspiration for the internationalization of Chinese brands.
In recent years, Luzhou Laojiao has always taken the initiative to serve and integrate into the national strategy, and has firmly taken steps to expand overseas, with its products selling well in many countries. With the continuous advancement of overseas strategies, Luzhou Laojiao has accumulated rich practices and achievements in international negotiations.
Especially in conjunction with the world's top sports events such as the Australian Open Tennis Open, it has attracted much attention. In 2018, Luzhou Laojiao and the Australian Open reached a strategic cooperation for the first time and became the highest-level Chinese partner of the Australian Open. On this top event platform with over 900 million households around the world, the "Guojiao 1573" brand was fully exposed and disseminated, making China's aromatic wines a dazzling "Chinese element". In December 2023, Luzhou Laojiao renewed its contract with the Australian Open, opening a new chapter of cooperation from 2024 to 2028. Luzhou Laojiao will continue to become the co-sponsor and global official partner of the Australian Open, and Guojiao 1573 will be the only designated liquor of the Australian Open.
In addition, Luzhou Laojiao Group has also actively integrated into the global mainstream wine consumption market. As early as 2013, it entered the wine industry by acquiring Gila Valley Winery, a winery in a famous Australian production area, and opened the road to international cooperation. After acquiring Gila Valley and operating carefully, the company further established a professional operating agency for imported wine, setting off the "Gila Valley phenomenon" in the Chinese market.
The signing of the Australian Open, the acquisition of Gila Valley and other overseas market expansion are major practices of Luzhou Laojiao’s internationalization. During this process, the company successfully dealt with the challenges of brand internationalization such as external recognition, market competition, international compliance, cultural differences, and w88 barriers, and enhanced the brand’s international popularity and influence. The two major cases have the international negotiation ideas and marketing characteristics of typical Chinese brands. They were selected into the "International Negotiation" textbook of the w88 casino. They are a successful example of Luzhou Laojiao's active exploration and promotion of w88 casino-enterprise cooperation and a vivid practice of deepening exchanges and cooperation platforms between enterprises and universities.
