「新消费观察」“10元鲜啤”冲击行业？鲜啤福鹿家全面开放加盟，复制雪王路线欲掀平价风暴

Core Insights - The core point of the article is that Mixue Group's fresh beer brand, Xianpi Fulujia, is launching an aggressive expansion strategy by opening up its franchise opportunities and eliminating previous approval processes, aiming to capitalize on the backing of its parent company, Mixue Group [2][3]. Expansion Strategy - Xianpi Fulujia has announced a new franchise policy that will fully open franchise channels from December 1 to December 31, 2025, eliminating the previous "old recommend new" approval process [3]. - The new franchise policy includes incentives such as waiving the annual franchise fee of 10,000 yuan for the first three years and exempting 1,500 yuan in fees for three winter months [3]. - The initial investment required to start a franchise is approximately 60,000 yuan, excluding store renovation and rent [3]. Financial Backing - Mixue Group plans to invest 286 million yuan to acquire 51% of the registered capital of Xianpi Fulujia's parent company, Fulu Jia (Zhengzhou) Enterprise Management Co., Ltd., making it a non-wholly owned subsidiary [3][4]. - Following the acquisition, Xianpi Fulujia's financial performance will be consolidated into Mixue Group's financial results [3]. Market Positioning - Xianpi Fulujia's pricing strategy aligns with Mixue Group's low-cost model, with products priced significantly lower than competitors, such as 5.9 yuan for 1 kg of Fulu Fresh Beer [4]. - The average consumer spending at Xianpi Fulujia is reported to be 16.55 yuan, which is considerably lower than other fresh beer brands [4]. Growth Metrics - The number of Xianpi Fulujia stores has rapidly increased from over 1,400 to more than 1,500 within approximately one month [5]. - The brand's expansion strategy is characterized by low entry barriers and high support for franchisees, mirroring the successful model of Mixue Ice City [5]. Industry Context - The craft beer segment, including fresh beer, is still in its early development stage, with no clear market leader established yet [6]. - The overall chain store density in the industry is low, with 57.9% of brands having five or fewer locations, while only 5.1% have over 100 locations [6]. - Compared to established daily consumer products like tea and coffee, craft beer still faces challenges in terms of market penetration and consumer frequency [6]. Competitive Landscape - The entry of Mixue Group into the craft beer market is expected to change the dynamics of the industry, promoting a low-cost and franchise-based expansion model [7]. - This move may intensify competition, forcing smaller brands to either optimize their supply chains or pursue differentiation strategies [7].