14个月从100家开到1000家门店，蜜雪冰城为何买下这家精酿啤酒商

Core Viewpoint - The acquisition of craft beer brand Fulu by Mixue Ice City expands the latter's business scope into the craft beer sector, enhancing its potential for growth and synergy with existing brands [1][5]. Group 1: Acquisition Details - Mixue Ice City announced on October 1 that it acquired a 53% stake in Fulu for a total of 297 million yuan, making Fulu a non-wholly-owned subsidiary of Mixue [1]. - The acquisition is seen as a strategic move to capitalize on the growth opportunities in the craft beer industry and to build a more influential global food and beverage brand [5]. Group 2: Business Model and Strategy - Fulu's business model is characterized by a "high quality, low price" strategy, with prices ranging from 5.9 yuan to 9.9 yuan per cup, significantly lower than industry averages [7][20]. - The company focuses on precise location selection, cost control, and a low-price strategy to drive sales volume in the craft beer market [8]. Group 3: Market Position and Expansion - Fulu has rapidly expanded to approximately 1,200 stores across 28 provinces, utilizing a "rural encircling urban" strategy to penetrate both lower-tier cities and major urban areas [13][18]. - The craft beer market in China is projected to grow significantly, with estimates suggesting an increase from 10 billion yuan in 2020 to over 100 billion yuan by 2025, indicating a robust growth trajectory for brands like Fulu [11]. Group 4: Product Offering and Consumer Trends - Fulu offers a diverse product line, including fresh beer, fruit beer, and tea beer, with a commitment to introducing new flavors regularly to attract consumers [11][12]. - The brand aims to position craft beer as a daily consumer product rather than a social product, similar to the positioning of milk tea [20][21].