冲上热搜，蜜雪冰城要卖啤酒了！跨界收购福鹿家，“雪王”将卖现打鲜啤

Core Viewpoint - On October 1, Mixue Group announced an investment agreement with Fulu Family (Zhengzhou) Enterprise Management Co., Ltd., acquiring a 53% stake in the company for a total investment of RMB 297 million, marking a strategic expansion into the fresh beer market [1][4][7]. Group 1: Investment Details - Mixue Group will invest RMB 286 million to subscribe for new registered capital of RMB 6.9017 million, representing 51% of the expanded registered capital of Fulu Family [4]. - Additionally, Mixue Group will acquire a 2% stake from Zhao Jie for RMB 11.2 million, bringing the total investment to RMB 297 million [4]. - Following the completion of this investment and share transfer, Fulu Family will become a non-wholly-owned subsidiary of Mixue Group, with its financial performance consolidated into Mixue Group's results [4]. Group 2: Market Expansion - The acquisition allows Mixue Group to diversify its product offerings from fresh fruit drinks, tea, ice cream, and coffee to include fresh beer [7]. - Fulu Family, established in 2021, operates approximately 1,200 stores providing fresh beer products, including classic and innovative fruit beers [5]. - The fresh beer market in China is projected to grow significantly, with the market size expected to increase from RMB 200 billion in 2020 to RMB 800 billion by 2024, and nearing RMB 1 trillion by 2025, reflecting a compound annual growth rate of over 30% [8]. Group 3: Financial Performance - For the first half of 2025, Mixue Group reported revenue of RMB 14.87 billion, a year-on-year increase of 39.3%, with a net profit of RMB 2.72 billion, up 44.1% [7]. - As of June 30, 2025, Mixue Group had expanded its global store count to 53,014, adding 9,796 stores compared to the previous year [7]. - The multi-brand strategy is showing results, with the coffee brand Lucky Coffee surpassing 7,000 signed stores domestically by July 2025 [8]. Group 4: Market Reaction - On October 2, Mixue Group's stock closed at HKD 392 per share, up 0.93%, with a market capitalization of HKD 148.8 billion [9].