雪王卖啤酒，能赚钱吗？｜消费参考+

Core Viewpoint - The acquisition of Fresh Beer Fulu by Mixue Ice City for nearly 300 million yuan indicates a strategic move to expand its product offerings beyond milk tea, tapping into the growing fresh beer market [2][14]. Company Overview - Fresh Beer Fulu is a beer chain that focuses on low-priced fresh beer, offering products such as wheat fresh beer, tea beer, fruit beer, and IPA, priced between 6 to 10 yuan per pound [3]. - The business model of Fresh Beer Fulu is similar to that of Mixue Ice City, with a focus on store decoration and pricing strategy [3]. Market Potential - The fresh beer segment is experiencing growth, with the craft beer sector being the fastest-growing part of the beer industry in China, showing a compound annual growth rate of 10% to 30% [6]. - The demand for beer consumption is upgrading, as evidenced by major brands like Qingdao Beer and Zhujiang Beer developing raw beer products [8]. Business Challenges - The fresh beer market is characterized by high competition, with many chains but only a few achieving significant scale due to the complexity of production and high costs associated with maintaining freshness [9][11]. - Fresh beer has a short shelf life of 7 to 15 days, requiring cold chain logistics, which adds to operational costs and limits expansion [9][10]. Competitive Advantages - Fresh Beer Fulu benefits from a franchise model and shares a supply chain with Mixue Ice City, significantly reducing transportation and operational costs while ensuring stable product supply [11]. - The store size is minimized to control rent and decoration costs, with the lowest investment for opening a store being around 120,000 to 130,000 yuan, cheaper than starting a milk tea shop [12]. Financial Performance - Fresh Beer Fulu is projected to achieve profitability by 2024 through its low-cost, small-store model [13]. Future Considerations - The potential for Fresh Beer Fulu to expand into major markets like Shanghai remains uncertain, especially given the unique challenges of the fresh beer category [15].