蜜雪冰城3亿收购鲜啤福鹿家53%股权，现打鲜啤赛道再添巨头

Core Insights - Recently, Mixue Ice City announced the acquisition of a 53% stake in Fresh Beer Fulu Family for nearly 300 million yuan, expanding its product offerings from tea and coffee to fresh beer [1][10] - The Fresh Beer Fulu Family stores feature a similar design to Mixue Ice City, emphasizing a vibrant red and cartoon style, and offer promotions like free tastings and no delivery fees within 2 kilometers [1][3] Company Overview - Fresh Beer Fulu Family operates small stores around 20 square meters, focusing on self-pickup and delivery, with a layout akin to tea shops [3] - The pricing strategy for Fresh Beer Fulu Family is competitive, with standard fresh beer priced at 5.9 yuan per 500ml and flavored beers ranging from 6.9 to 9.9 yuan [3][5] - The store offers approximately 16 SKUs of fresh beer, including standard, tea, milk, and fruit beers, along with various snacks priced between 1 to 15 yuan [5][9] Operational Model - Fresh Beer Fulu Family stores utilize a specialized cold storage for fresh beer, with a shelf life of only one month, emphasizing freshness [7][9] - The brand has rapidly expanded through a franchise model, with plans to exceed 1,000 stores by June 2025, having already opened over 400 new locations in just two months [9][10] Market Context - The craft beer market in China is experiencing growth, with the market size expected to reach 11 billion yuan by 2028, indicating a blue ocean opportunity for fresh beer and craft beer segments [19] - The industry is witnessing a shift in consumer preferences from industrial beer to fresh and flavorful craft options, aligning with Mixue Ice City's strategic entry into the fresh beer market [19] Competitive Landscape - The craft beer sector has seen significant investment and growth, with several brands like Helen's Tavern and Taishan Original Beer gaining traction [11][12][15] - Despite the presence of established brands, the fresh beer market remains fragmented, presenting opportunities for new entrants like Mixue Ice City to leverage their existing franchise networks for rapid expansion [19]