Core Viewpoint - Dongwu Securities reports that Mixue Group (02097) is a leading affordable beverage brand, with strong sales momentum driven by high-quality, cost-effective products and IP-based brand marketing. The company is expected to see significant net profit growth from 2025 to 2027, with projected figures of 5.85 billion, 6.52 billion, and 7.30 billion yuan, representing year-on-year increases of 32%, 12%, and 12% respectively, maintaining a "Buy" rating [1]. Group 1: Company Overview - Mixue Group is a global leader in the fresh beverage industry, offering products such as fruit drinks, tea, ice cream, and coffee at an average price of approximately 6 yuan (1 USD) [2]. - The company operates over 46,000 stores as of the end of 2024, with its beverage output ranking first in China and second globally [2]. Group 2: Competitive Advantages - Mixue has built a unique competitive moat in the affordable tea beverage market through over a decade of experience in supply chain management, store franchise management, and product development [3]. - The brand's positioning as "high-quality and affordable" resonates with consumers, and its Snow King IP has successfully established a unique emotional connection with customers [3]. Group 3: Market Outlook - The affordable tea beverage segment is expected to continue its rapid growth due to low price points appealing to mass consumer upgrades and significant penetration potential in lower-tier markets [4]. - The current oversupply in the industry is likely to lead to a trend of eliminating weaker brands, with strong brands like Mixue expected to gain market share, projecting domestic store numbers to reach approximately 70,000 and Southeast Asia stores to reach 10,000 to 15,000 [4]. Group 4: Coffee Segment Growth - The demand for freshly brewed coffee is rapidly increasing, with the segment still in the market education phase. Mixue's "Lucky Coffee" targets lower-tier markets, aiming to become the first choice for young consumers in small towns [5]. - The company anticipates a potential for 20,000 stores in the mid-term for Lucky Coffee, leveraging its advantages in branding, location selection, and supply chain collaboration [5].