蜜雪冰城跨界啤酒，2.97亿收购福鹿家背后的“酒局”野心

Core Viewpoint - The company, Mixue, has officially entered the beer market by acquiring a 53% stake in the fresh beer brand, Fulu Family, for 297 million yuan, aiming to attract young consumers with low-priced beer similar to its tea products [1][2]. Group 1: Acquisition Details - The acquisition was completed through a capital increase of 285.6 million yuan for 51% equity and a transfer of 11.2 million yuan for 2% equity, with the transaction price based on an independent third-party evaluation [2]. - Fulu Family, established in 2021, has rapidly expanded to approximately 1,200 stores across 28 provinces, utilizing a franchise model and focusing on community dining areas [4][5]. Group 2: Strategic Motives - The move into the beer sector is a strategic response to the slowing growth of the tea beverage market, which is projected to decline from a growth rate of 44.3% in 2023 to 12.4% by 2025 [7]. - The fresh beer market is expected to grow significantly, with projections indicating it could approach 100 billion yuan by 2025, with a compound annual growth rate exceeding 30% [7]. - Mixue's strong supply chain capabilities will enhance Fulu Family's product quality and cost efficiency, with potential reductions in production costs and transportation losses [7][8]. Group 3: Market Positioning - Fulu Family's pricing strategy aligns closely with Mixue's existing product range, with fresh beer priced between 6.6 yuan and 9.9 yuan per 500ml, complementing Mixue's tea products priced between 3 yuan and 10 yuan [4][6]. - The integration of Fulu Family's unique beer flavors with Mixue's youthful branding is expected to attract a broader consumer base [4][8]. Group 4: Challenges Ahead - The acquisition raises concerns about the fairness of related party transactions, as the controlling shareholder of Fulu Family is the spouse of Mixue's CEO, which may lead to skepticism regarding potential conflicts of interest [9]. - The beer consumption pattern, primarily concentrated in the evening hours, poses challenges for Mixue's existing tea-focused business model, which operates throughout the day [10]. - Increased competition in the fresh beer market from established players may pressure Mixue's pricing strategy and market share [9][10].