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Core Viewpoint - The investment by Mixue Group in Xianpi Fulujia aims to expand its product offerings into the beer market, leveraging its existing supply chain and operational efficiencies to capture a growing segment of the beverage industry [1][2][20]. Company Overview - Mixue Group acquired a 53% stake in Xianpi Fulujia for approximately RMB 297 million, marking a strategic move into the beer sector [1]. - Xianpi Fulujia, established in 2021, is recognized as the first brand in China to receive national certification for "fresh beer" and currently operates around 1,200 stores across 28 provinces [1][2]. Market Positioning - Xianpi Fulujia is positioned as a "value craft beer" brand, with a focus on affordability and a diverse product range, including low-alcohol and flavored beers [15][16]. - The brand's pricing strategy is significantly lower than competitors, with an average customer spend of RMB 17.02, compared to RMB 31.8 to RMB 65.9 for other craft beer brands [16][17]. Expansion Strategy - The company follows a "rural encirclement of cities" strategy, initially establishing a presence in lower-tier markets before expanding to urban areas [7][11]. - Xianpi Fulujia has opened 541 stores in the first nine months of 2023, with plans for further expansion [21]. Supply Chain and Operational Efficiency - Mixue Group's extensive supply chain capabilities, including in-house production of over 60% of its beverage ingredients, provide a competitive edge in cost management for Xianpi Fulujia [20]. - The company benefits from a robust cold chain logistics network, ensuring efficient distribution and product freshness [20]. Financial Performance - Xianpi Fulujia reported a pre-tax net profit of RMB 1.07 million for the 2024 fiscal year, indicating a turnaround from previous losses [23].