蜜雪冰城2.97亿元收购啤酒企业，将开拓现打鲜啤品类

Core Insights - Company announced the acquisition of 53% stake in Fresh Beer Fulu Family for a total price of 297 million yuan, marking its entry into the beer market [1] - The acquisition aims to leverage synergies with its main brand and coffee sub-brand "Lucky Coffee," targeting the "mild intoxication economy" among young consumers [1][3] - The pricing strategy for the beer products ranges from 5.9 yuan to 14.9 yuan, significantly lower than similar craft products, benefiting from a supply chain that reduces raw material costs by 18% [1][4] Industry Trends - The move into the beer sector reflects a broader trend of tea beverage brands diversifying into alcoholic drinks due to slowing growth in the tea market [3] - The low-alcohol beverage market's rapid growth and its appeal to younger demographics are key attractions for brands seeking new growth avenues [3] - Compared to peers, the company’s strategy of acquiring an established brand allows for a quicker market entry and the establishment of a competitive pricing barrier [4] Market Context - The company's stock price has experienced significant volatility, dropping nearly 40% from its peak since its listing in March 2025, coinciding with a slowdown in store openings and an increase in closure rates [6] - The acquisition is seen as a strategic move to explore a second growth curve, although market reactions are mixed regarding the potential risks and suitability of the new product offerings [6]