雪王的鲜啤全面放开加盟了

Group 1 - The core point of the article is that Mixue Ice City is accelerating its fresh beer business through the brand "Xianpi Fulu Jia," which has opened its franchise opportunities to all potential investors and introduced incentive policies for new franchisees [1][3]. - The brand "Fulu Jia" was established in 2021 as an independent project under Mixue Ice City and was acquired by the listed company for 297 million, gaining control and consolidation into the financial statements [2][3]. - By August 2025, "Fulu Jia" is projected to have 1,200 stores, with a significant concentration in Henan, where Mixue Ice City is based [3]. Group 2 - The pricing strategy for "Fulu Jia" includes a low entry price for fresh beer, with the cheapest option at 5.9 yuan for 500ml, and the average customer spending is only 17 yuan, which is less than half of similar brands [5]. - The fresh beer business targets nighttime consumption, which has lower competition and higher standardization compared to tea and coffee, allowing for a streamlined ordering process [6][7]. - Mixue Ice City has established a large-scale brewery in Jiaozuo, Henan, and utilizes its extensive cold chain logistics system to support nationwide distribution, leveraging its existing franchisee trust and supply chain advantages for future expansion into first-tier cities [7].