进军千亿市场，蜜雪冰城买下一家鲜啤公司

Core Insights - Mixue Ice Cream has entered the fresh beer market by acquiring a 53% stake in Fresh Beer Fulu Family for nearly 300 million yuan, leading to a 10% increase in its stock price [1] - The fresh beer market is expected to undergo significant changes, similar to previous disruptions in the tea and coffee sectors [1][9] - Fulu Family aims to expand its store count from 1,000 to 2,500 by 2026, leveraging a low-cost franchise model with zero franchise fees [2][10] Company Overview - Mixue Ice Cream operates over 53,000 stores globally, with a revenue of 14.9 billion yuan, positioning itself alongside other notable brands in the Hong Kong stock market [1][2] - Fulu Family has rapidly expanded its store count from 100 to 1,000 in just 14 months, benefiting from Mixue's brand recognition and operational support [2][3] Market Strategy - Fulu Family's pricing strategy focuses on affordability, with prices ranging from 5.9 to 9.9 yuan per cup, significantly lower than competitors [5][10] - The company plans to utilize Mixue's supply chain capabilities to reduce costs and enhance operational efficiency, including shared logistics and marketing resources [3][6] Product Offering - Fulu Family offers a diverse range of nearly 20 products, with over half being fruit-flavored beers, and plans to introduce 3-5 new products each quarter [6][8] - The brand aims to transform fresh beer consumption from a social product to a daily consumer good, similar to the approach taken in the tea industry [5][9] Financial Performance - Fulu Family reported a pre-tax loss of 1.5277 million yuan in 2023 but is projected to achieve a profit of 1.0709 million yuan in 2024, indicating a potential turnaround in its business model [11]