For Baijiu export enterprises in China, many concrete and effective measures can be taken from previous regression results and the successful case of South Korea’s Hite Jinro (See the case in appendix):?

1. In order to reduce the negative effects of cultural difference, bottles and packaging should be improved to attract foreigners and raise customers’ interest. Traditional Chinese Baijiu are in large capacity, which would bring inconvenience. Producers should reduce bottle capacity, which can lower the price and ease transportation. In addition, package ought to be more international and acceptable for foreigners.

2. ?Improve Baijiu taste and keep innovation. Many foreigners are deterred by Baijiu's pungent taste and spicy throat taste. Moreover, Baijiu's high alcohol volume makes it difficult to attract foreign consumers' interest. In this regard, we can learn from Jinro's experience to improve the taste, add juice, reduce the degree, and so on, to improve the acceptance of customers and attract young people. In addition, manufacturers can try to develop more Baijiu with healthcare effects to enhance market competitiveness.

3. Actively promote Baijiu on social media and make use of films, TV dramas and other channels to make Baijiu visible to foreigners, arouse their interest and increase their willingness to consume. In addition, well-known Chinese or international stars can also be hired to represent the products and further increase their popularity. Baijiu producers can even invest on some popular films and anime about Baijiu to spread its products all over the world. These measures will help reducing the transactional costs for customers and the freshness brought by cultural distance can strengthen consumer preferences.

4. Strengthen cross-industry cooperation, especially with the cultural industry and tourism, take advantage of Baijiu's cultural attributes, promote Baijiu's popularity through the external publicity and export of Chinese culture, reduce cultural barriers, 40 and conduct more overseas exhibitions and cultural activities for publicity. In China, wine cellars can be used to develop related tourism, encouraging overseas tourists to visit the making process and experience Baijiu production, and transforming the original cultural barriers into interest in Baijiu.

5. ?Elaborately select overseas market for export. When choosing an export market, enterprises should not aim too high. Companies ought to choose a country with relatively strong purchasing power, small cultural distance, and a trade agreement with China, and carefully set targets to improve export capacity. According to the results of regression analysis, Chinese Baijiu enterprises can choose countries with small cultural distance from China. Those countries with high power distance scores, low masculinity and high long-term orientation scores are highly prefferred for export and market entry. In the context of saturation of China's domestic market and industry reshuffle, leading enterprises must be aware of the crisis, look for new growth points, tightly grasp the young and overseas consumer market, all-round increase the added value of products, improve competitiveness.?

Appendix

?????, 2021 ? ?? ??? ‘?? ??’ . Retrieved from 28.04.2022. https://m.segye.com/view/20220427516973