Core Insights - The article discusses the acquisition of a majority stake in the craft beer brand "Fresh Beer Fulu Family" by the "Mixue Group," revealing the strategic expansion of Mixue into the craft beer market [2][4][7]. Company Overview - Mixue Group announced the acquisition of 53% of "Fresh Beer Fulu Family" for approximately 297 million RMB, with 285.6 million RMB coming from a capital injection and 11.2 million RMB from a share transfer agreement [2]. - After the acquisition, "Fresh Beer Fulu Family" will become a subsidiary of Mixue Group and will be included in its consolidated financial statements [2]. - The brand "Fresh Beer Fulu Family" was established in 2018 and has rapidly expanded to over a thousand stores, positioning itself as a leader in the fresh beer industry [1][4]. Market Positioning - "Fresh Beer Fulu Family" employs a unique business model by selling fresh beer through convenience stores, differentiating itself from traditional beer sales [7]. - The brand's pricing strategy is competitive, with prices for fresh beer starting at 5.9 RMB for 500ml, appealing particularly to younger consumers [7][9]. - The craft beer market in China is projected to grow significantly, with expectations to reach 11 billion RMB by 2028, indicating a favorable environment for "Fresh Beer Fulu Family" [10]. Strategic Implications - The acquisition is seen as a growth strategy for Mixue Group, similar to its previous venture with "Lucky Coffee," and aims to leverage its established supply chain and operational experience [7][9]. - Analysts suggest that the franchise model of "Fresh Beer Fulu Family" can effectively utilize Mixue's mature supply chain, potentially replicating the success of "Lucky Coffee" [7]. - The craft beer segment is becoming increasingly competitive, with various brands entering the market, indicating a need for "Fresh Beer Fulu Family" to strengthen its product offerings and market presence [19].
卖奶茶、咖啡不过瘾？雪王悄悄布局新战场