Alibaba to invest RMB2 billion in online drinks retailer 1919.cn

Alibaba's stranglehold on wine distribution in the Chinese market has been further strengthened with the news it is to invest RMB 2 billion (US$288.3 million) into Chengdu-based online drinks retailer  1919 Wines & Spirits, taking advantage of the  liquor specialist's more integrated services from retail distribution network to wine storage to drive the country's alcohol sales.

 This would give the the Chinese e-comerce giant nearly a third (29%) of the company's  shares, making it the second biggest shareholder of the Chengdu-based alcohol specialist.

 The investment will be earmarked to expand 1919.cn's presence across China, part of which will include opening 2,000 new retail stores in the coming year.

 As well as online and offline sales, 1919.cn is well versed in mobile and app promotions, launching online sommelier services by order and instant wine delivery services for selected cities in 19 minutes.

 "The wine and beverage industry is a trillion-dollar market, which is a great fit for promoting Alibaba's new retail strategy to keep pace with the fast-moving business," Hu Weixiong, the president of Tmall's retail department, was quoted as saying.

 Despite China's burgeoning alcohol market, the vast majority of which is the Chinese spirit, baijiu, e-commerce channels only account for around 5% of the whole country's alcoholic beverage sales.

 "After teaming up with Alibaba, the company will try to integrate its online and offline business better," said Yang Lingjiang, founder and chairman of 1919 Wines & Spirits.

 In 2016, 1919.cn's revenue reached RMB 2.9 billion (US$418 million), and by the end of 2017, the value grew to RMB 3.3 billion (US$475 million). Its turnover in 2019 is forecast  to reach RMB 7 billion based on a projected growth rate of 55.56%.

 Founded 20 years ago, 1919.cn initially  positioned its growth strategy from its base in southwestern part of China and then lower tier cities before expanding into eastern and coastal cities like Shanghai and Beijing, giving the company an edge over wine merchants who struggle with distribution in southern and western part of China.