蜜雪冰城卖啤酒，是降维打击？

Core Viewpoint - The acquisition of a 53% stake in Fresh Beer Fulu Family by Mixue Ice City for nearly 300 million yuan signifies its entry into the fresh beer market, raising questions about the viability of fresh beer specialty stores as a business model [1][10]. Company Overview - Fresh Beer Fulu Family has a store layout similar to Mixue Ice City, featuring a bright red and cartoonish design, and offers promotions like free tastings and delivery within 2 kilometers [1][3]. - The store primarily focuses on self-pickup and takeaway, with a menu that includes various beer types priced competitively, such as standard fresh beer at 5.9 yuan per pound (500ml) and flavored beers ranging from 6.9 to 9.9 yuan [3][5]. Product Offering - The store offers around 16 SKUs of fresh beer, including standard, tea, milk, and fruit beers, along with snacks priced between 1 to 16 yuan [5][7]. - All fresh beer is stored in a dedicated cold room and has a shelf life of only one month, emphasizing the importance of freshness [7][10]. Expansion Strategy - Fresh Beer Fulu Family has adopted a rapid expansion strategy similar to that of Mixue Ice City, aiming to open over 1,000 stores by June 2025, with significant growth already achieved [8][9]. - The brand was established in July 2021 and has quickly gained traction through a franchise model, attracting franchisees with low initial investment and operational costs [8][9]. Market Context - The fresh beer market is seen as a blue ocean opportunity, with the overall craft beer market in China expected to reach 11 billion yuan by 2028, indicating significant growth potential [17]. - The trend of young consumers shifting from industrial beer to fresh and flavorful craft beer aligns with the strategic move by Mixue Ice City into this segment [17]. Competitive Landscape - The craft beer sector has seen the emergence of several strong brands, but no dominant player akin to Mixue Ice City in the tea beverage market, suggesting room for growth and competition [16][17]. - Other food and beverage brands are also exploring the integration of alcohol into their offerings, indicating a broader trend in the industry [12][13].