20年首次修订！卖酒新规范征求意见，增加电商新零售等标准

Core Viewpoint - The Chinese liquor industry is undergoing significant changes, prompting the revision of two long-standing regulations from 2005 to better align with current market dynamics and technological advancements [1][4]. Group 1: Regulatory Changes - The China Alcoholic Drinks Association has released draft regulations for wholesale and retail liquor management, seeking public feedback on the updates [1]. - The revisions focus on e-commerce and new retail channels, reflecting the industry's shift towards digitalization and the need for updated standards [4][5]. Group 2: Industry Trends - The number of registered enterprises in China's liquor distribution industry has reached 9.4 million, highlighting the sector's vast scale and the urgent need for standardized regulations [4]. - Online sales of liquor surpassed 120 billion yuan in 2023, marking a 56.4% year-on-year increase, with white liquor contributing nearly 90 billion yuan and growing at 77.7% [6]. - Instant retail models are also experiencing significant growth, with a 41% month-on-month increase in sales for ice beverages in June 2025, indicating a shift in consumer purchasing behavior [6]. Group 3: Technological Integration - The new regulations emphasize the importance of digital transformation, including the adoption of smart supply chain management systems and secure electronic payment methods for e-commerce operators [5]. - Requirements for warehousing and logistics have been updated to ensure safety and efficiency in the storage and delivery of liquor products [5]. Group 4: Market Dynamics - Traditional liquor distribution models are being disrupted as online channels gain market share, leading to a strategic shift among offline retailers to clear inventory through online sales [6]. - The introduction of e-commerce subsidies is driving down prices, further incentivizing offline liquor merchants to increase their online supply [6].