Core Viewpoint - Recently, Mixue Group announced plans to acquire a 53% stake in the operating entity of the fresh beer brand "Xianpi Fulujia" for a total transaction price of 297 million RMB, marking its entry into the fresh beer market and expanding its product portfolio to include alcoholic beverages alongside its existing tea and coffee brands [1][10]. Group 1: Company Overview - Xianpi Fulujia, founded in 2021, is a leading brand in the affordable craft beer market, offering products priced between 6 to 10 RMB per 500ml, including classic fresh beer, fruit beer, and tea beer [3][7]. - The brand has rapidly expanded, achieving a thousand-store scale by June 2023 and opening 638 new stores in the last 90 days, totaling approximately 1,200 locations nationwide, making it the largest fresh beer chain in China [6][7]. - Xianpi Fulujia's business model is similar to Mixue's, focusing on a "rural encircling cities" expansion strategy, with nearly 60% of its stores located in third-tier cities and below [7][9]. Group 2: Financial Performance - In 2023, Xianpi Fulujia reported a loss of 152,770 RMB, but is projected to turn a profit in 2024 with a net profit of 107,090 RMB [8]. - As of August 31, 2023, the company had an unaudited net asset of approximately 19.52 million RMB and total assets of about 92.7 million RMB [7][8]. Group 3: Market Context - The entry into the fresh beer sector is seen as a strategic extension for Mixue Group, aligning with the projected growth of the craft beer market in China, which is expected to reach a market size of 130 billion RMB by 2025, with a penetration rate increasing from 6.8% to 17.2% [10]. - The competitive landscape for craft beer is intense, with many entrants but no clear market leader, presenting both opportunities and challenges for Mixue Group as it seeks to leverage synergies with its existing brand values of "high quality and affordability" [10].
蜜雪冰城卖啤酒，斥资3亿买下“老板娘”的鲜啤福鹿家