抢占精酿赛道！鲜啤福鹿家全面开放加盟

Core Viewpoint - The craft beer brand "Xianpi Fulu Jia" has announced a new franchise policy that eliminates the previous "old to new" approval restrictions, fully opening up its franchise channels, marking the first strategic move after the acquisition of 53% equity by Mixue Ice City [2][3]. Group 1: Franchise Policy Changes - The new franchise policy focuses on simplifying entry requirements and reducing costs, lowering the franchise threshold to the lowest level since the brand's inception [6][7]. - The previous "old to new" recommendation system, which required new franchisees to be recommended by existing store owners, has been abolished, allowing entrepreneurs to sign contracts and start opening stores after passing qualification and site audits [10][11]. - Existing franchisees are incentivized with rewards for successfully recommending new partners, and the approval process for opening new stores has also been simplified [13][14]. Group 2: Cost Structure and Market Strategy - The brand has implemented a zero franchise fee policy, with the single-store startup costs, excluding renovation and rent, controlled at around 60,000 yuan [19][20]. - This low-threshold and high-support expansion strategy reflects Mixue Ice City's ambition to capture the craft beer market [20]. Group 3: Market Potential and Industry Insights - As of now, Xianpi Fulu Jia has over 1,500 stores nationwide, covering more than 300 cities [21]. - The craft beer market in China reached a scale of 6.8 billion yuan by the end of 2023, with projections to grow to 11 billion yuan by 2028 [28][29]. - The consumption volume of craft beer in China is expected to reach 2.29 billion liters by 2025, a nearly sevenfold increase from 360 million liters in 2016 [30].