鲜啤福鹿家上新三款冬季产品，带动客流同比提升28%

Core Insights - The core focus of the article is on the successful launch of three winter products by the fresh beer brand Xianpi Fulu Jia under the Mixue Ice Cream brand, which have significantly boosted sales and customer traffic during the winter season [2][7]. Product Performance - The "Osmanthus Sparkling Winter Brew Rice Wine" is priced at 9.9 yuan per jin and has achieved sales of over 350,000 jin within three days of launch, contributing to a winter performance increase for the market center [2][7]. - The product generated a GMV of over 7.77 million yuan on Douyin, with the new product alone accounting for 4.83 million yuan in GMV and over 300 million total exposures online [2][7]. - The "Red Date Small Milk Beer," a collaboration with "Good Idea," emphasizes health and sweetness, gaining popularity among consumers [2][7]. - The "Rock Candy Fulu Fresh Rice Wine," inspired by the national snack "rock candy hawthorn," saw over 60% of orders from young users within three days of launch [2][7]. Market Expansion - Xianpi Fulu Jia's nationwide store traffic increased by 28% year-on-year due to the winter product matrix [2][7]. - The brand plans to expand its store count to 1,800 by 2025, maintaining a pace of over 100 new signed stores each month despite traditional beliefs that beer sales decline in winter [2][7]. Revenue Growth - Following the launch of the "Osmanthus Sparkling Winter Brew Rice Wine" in October 2025, most stores reported a monthly revenue increase of over 30% compared to October, with weekday sales stabilizing above 1,000 yuan and weekend sales exceeding 3,000 yuan [2][7]. Strategic Positioning - The brand is expanding its presence in high-frequency winter scenarios such as community convenience stores and office buildings, with data indicating a significant rise in family and immediate consumption [8]. - Xianpi Fulu Jia leverages the five production bases of the Mixue Group and a global procurement network to convert supply chain advantages into product strength and price competitiveness, ensuring consumers can enjoy fresh beer even in winter [8].