蜜雪冰城要卖啤酒了，斥资近3亿元收购福鹿家53%股权

Core Viewpoint - The company, Mixue Group, is expanding its product offerings by investing in and acquiring a stake in Fulu Family, which operates a fresh beer brand, thereby entering the beer market after its success with coffee and other beverages [1][5]. Group 1: Investment and Acquisition - On October 1, Mixue Group announced an investment of 285.6 million RMB in Fulu Family and acquired a 2% stake for 11.2 million RMB, resulting in a total ownership of 53% [1]. - Following the completion of this transaction, Fulu Family will become a non-wholly-owned subsidiary of Mixue Group, and its financial performance will be consolidated into Mixue Group's financial results [1]. Group 2: Product Expansion - The investment allows Mixue Group to diversify its product range from fruit drinks, tea, ice cream, and coffee to include fresh beer [1]. - Fulu Family's fresh beer brand, "Fresh Beer Fulu Family," offers products priced between 6 to 10 RMB per 500ml cup and aims to establish around 1,200 stores across 28 provinces by August 31, 2025 [1][6]. Group 3: Financial Performance - Fulu Family reported a net loss of 1.527 million RMB for 2023 but is projected to turn a profit of 1.071 million RMB in 2024 [6][7]. - As of August 31, 2025, Fulu Family's unaudited net assets are estimated to be approximately 19.52 million RMB [6]. Group 4: Market Strategy - Fulu Family, like Mixue and Luckin Coffee, is expanding its store network through a franchise model, with product pricing similar to that of Mixue and Luckin Coffee [7]. - Analysts from Shanxi Securities identify three growth drivers for Mixue Group: expanding the domestic market for Mixue, leveraging Luckin Coffee's franchise model, and ongoing expansion in Southeast Asia [7]. Group 5: Company Performance - As of June 30, 2025, Mixue Group operates over 53,000 stores globally, with 48,281 located domestically [8]. - In the first half of 2025, Mixue Group reported revenues of 14.87 billion RMB, a year-on-year increase of 39.3%, with product and equipment sales contributing 14.49 billion RMB, up 39.6% [8].