蜜雪冰城卖啤酒，5.9元一杯冲上热搜！网友：期待雪王啤酒了

Core Insights - The acquisition of Xianpi Fulujia by Mixue Group marks a strategic move to expand into the fresh beer market, with Mixue acquiring a 51% stake and an additional 2% from a third party, achieving absolute control [1][5]. Group 1: Acquisition Details - Mixue Group invested 285.6 million yuan to subscribe to the increased registered capital of Xianpi Fulujia, gaining a 51% stake [1]. - An additional 11.2 million yuan was spent to acquire 2% equity from an independent third party, solidifying Mixue's control [1]. - Following the transaction, Xianpi Fulujia will become a non-wholly-owned subsidiary, and its financial performance will be consolidated into Mixue's financial statements [1]. Group 2: Business Overview - Xianpi Fulujia, established in 2021, specializes in fresh beer products, including classic fresh beer, fruit beer, and tea beer, and aims to achieve profitability by August 2024 with a projected profit of 1.0709 million yuan [5]. - The company plans to expand its presence to 1,200 stores across 28 provinces, autonomous regions, and municipalities by August 2025 [5]. Group 3: Market Positioning and Product Strategy - The pricing strategy for Xianpi Fulujia's products ranges from 5.9 yuan to 14.9 yuan, significantly lower than similar craft products, making it accessible to a broader audience [5]. - The store operates primarily from 11 AM to midnight, catering to young consumers who prefer takeaway options [5]. - Xianpi Fulujia's product innovation includes local adaptations, with over 40% of offerings incorporating tea elements, targeting younger consumers with lower alcohol content options [6]. Group 4: Supply Chain and Cost Efficiency - The company benefits from Mixue's supply chain, achieving an 18% cost reduction on raw materials through centralized procurement [6]. - The operational model of "headquarters brewing and in-store serving" minimizes cold chain losses, with a loss rate 35% lower than the industry average [6]. Group 5: Ownership and Control - The previous largest shareholder of Xianpi Fulujia, Tian Haixia, held 60.05% of the shares and is connected to Mixue's CEO, Zhang Hongfu, raising discussions about the relationship dynamics behind the acquisition [6].