蜜雪冰城近3亿元入主鲜啤品牌，后者实控人为蜜雪CEO配偶

Core Viewpoint - The company, Mixue Group, has announced its entry into the beer market by acquiring a 53% stake in the fresh beer brand "Xianpi Fulu Jia" for a total of 297 million RMB, marking a significant strategic expansion into a new product category [1][4]. Group 1: Transaction Details - The transaction consists of two parts: an investment of 285.6 million RMB for new registered capital and a share transfer agreement with Zhao Jie for 11.2 million RMB, resulting in a total investment of 297 million RMB for a 53% stake [4]. - The transaction is classified as a related party transaction, as the controlling shareholder's spouse, Tian Haixia, holds a significant stake in the target company [4][5]. - After the completion of the transaction, the target company will become a non-wholly owned subsidiary of Mixue Group, with its financial performance consolidated into the group's financial results [4][5]. Group 2: Business Model and Market Potential - Xianpi Fulu Jia primarily offers fresh beer products priced between 6 to 10 RMB per 500mL, expanding its store network through a franchise model [5]. - As of August 31, 2025, the company plans to operate approximately 1,200 stores across 28 provinces in China, although it reported losses in 2023, with a projected profit of around 1.07 million RMB in 2024 [5]. - Mixue Group aims to diversify its product offerings to include fresh beer, aligning with consumer demand for high-quality, affordable products, and believes that the fresh beer market has significant growth potential due to its unique flavor profile and consumer experience [6].