雪王”跨界卖啤酒？蜜雪冰城门店不开设啤酒售卖区

Core Insights - The acquisition of a 53% stake in Fresh Beer Fulu by Mixue Group for 297 million yuan marks its expansion from tea and coffee into the fresh beer market, generating significant public interest [1][5] Pricing Strategy - Fresh Beer Fulu offers fresh beer at prices ranging from 5.9 yuan to 14.9 yuan, which is below the market average for similar craft beers, typically priced between 18 to 27 yuan per pound [2][4] - The lowest priced option, Fulu Fresh Beer, is available at 5.9 yuan, while the highest priced option, San Wan Bu Guo Gang, is priced at 14.9 yuan [2] Market Positioning - The pricing strategy is aimed at attracting young consumers, with the store's offerings being described as affordable compared to competitors [4] - Mixue Group's investment is based on the competitive advantages and growth potential of Fresh Beer Fulu in the fresh beer sector, aiming to meet consumer demand for high-quality yet affordable products [5] Operational Independence - Mixue Ice City and Fresh Beer Fulu will operate as independent brands, with no plans to sell beer in Mixue Ice City locations [6]