3亿，蜜雪冰城，跨界收购了一家新公司

Core Insights - The article discusses the strategic acquisition of a 53% stake in the fresh beer chain brand Fulu Family by the tea beverage giant Mixue Ice City for 296.8 million yuan, marking its entry into the fresh beer market [1][3][19] - The acquisition is seen as a move to replicate the successful low-cost model of Mixue Ice City in the fresh beer sector, leveraging its extensive franchise system and cold chain logistics [3][19][21] Company Overview - Mixue Ice City has expanded its business from tea and coffee to include fresh beer, aiming to capture the growth potential in this emerging market [1][3] - Fulu Family, established in 2021, focuses on a "freshly brewed" model with a diverse product range including classic raw beer and fruit-flavored options, aligning well with Mixue's target demographic [1][3][5] Market Dynamics - The fresh beer market is experiencing rapid growth, with projections indicating a market size increase from 42.8 billion yuan in 2022 to 68 billion yuan in 2024, and expected to exceed 200 billion yuan by 2030 [16] - The primary consumer base for fresh beer consists of young adults aged 18-35, which overlaps significantly with Mixue's existing customer base [16][21] Competitive Landscape - The fresh beer market is characterized by competition among traditional beer giants, emerging chains, and regional brands, each with distinct advantages [18][19] - Emerging brands like Youblau and Helen's have adopted lightweight operational models that cater to young consumers, posing a challenge to Mixue's entry into the market [17][18] Strategic Goals - Mixue aims to expand Fulu Family's store count to 2,500 by 2026, utilizing its supply chain, brand management, and franchise system to achieve this goal [3][19] - The company plans to leverage its cold chain logistics to address the challenges of maintaining the quality and freshness of beer products [19][21] Challenges Ahead - Despite the potential for success, Mixue faces challenges in adapting its fast-moving consumer goods strategy to the social consumption context of fresh beer, which differs from its traditional beverage offerings [21] - Balancing low pricing with quality will be crucial, as consumers in the alcohol sector are more sensitive to product quality compared to tea and coffee [21]