1919 Wines & Spirits

About 1919 Wines & Spirits

Established in 2006 by Robert Yang, a figure with deep roots in the alcohol distribution sector since the late 1990s, 1919 Wines & Spirits has carved out a significant presence in China's alcoholic beverage retail market. The company operates on a strategic "one-click ordering" platform model, integrating both online and offline sales channels to serve a broad consumer base across the country. This business model combines a B2C e-commerce platform (1919.cn), a mobile application, and a widespread network of physical stores, aiming to deliver products to customers within minutes. Revenue is generated through the direct sale of a wide array of alcoholic beverages, including baijiu, wine, and beer, sourced directly from over 2,200 brands.

The company's platform provides a comprehensive solution for both consumers and brands. For consumers, it offers the convenience of rapid delivery from a vast selection of products. For alcohol brands, it serves as a direct-to-consumer sales channel, complete with warehousing, logistics, and data analytics services. This vertically integrated approach allows 1919 to manage the entire supply chain, from procurement to final delivery. A significant milestone in its history was the strategic investment from Alibaba Group in 2018, which amounted to approximately 2 billion yuan (around $288 million). This partnership was aimed at further integrating 1919's offline retail network with Alibaba's extensive online ecosystem, particularly its Tmall platform and Cainiao delivery network, to enhance the new retail experience for alcoholic beverages.

1919's physical footprint consists of a mix of flagship stores, store-in-store counters, and smaller retail shops, numbering over 3,000 across more than 700 cities in China. The company's expansion has been fueled by a franchise model, allowing for rapid scaling of its offline presence. By leveraging its extensive network and partnerships, 1919 provides a robust platform for both established international brands and domestic producers to reach the vast Chinese consumer market efficiently.