蜜雪集团收购「鲜啤福鹿家」，要将「高质平价」的价值主张延伸至现打鲜啤

Core Viewpoint - The investment agreement between Mixue Group and Xianpi Fulujia marks a strategic expansion into the fresh beer market, enhancing Mixue's product offerings and aligning with consumer demand for high-quality, affordable products [2][3][4]. Group 1: Investment and Ownership - Mixue Group acquired a 53% stake in Xianpi Fulujia for approximately 297 million RMB, making it a non-wholly-owned subsidiary [2][3]. - Following the acquisition, Xianpi Fulujia's financial performance will be consolidated into Mixue Group's financial results [3]. Group 2: Product and Market Expansion - The acquisition allows Mixue Group to extend its product range from beverages like fruit drinks, tea, ice cream, and coffee to include fresh beer, catering to consumer preferences for high-quality and affordable options [4]. - Xianpi Fulujia, established in 2021, offers fresh beer products priced between 6 to 10 RMB per 500mL, with plans to expand to approximately 1,200 stores across 28 provinces by August 31, 2025 [4]. Group 3: Industry Insights - The Chinese beer market is experiencing a shift from quantity to quality, with increasing consumer demand for diverse and high-quality products [4]. - Fresh beer products, which retain more original flavor compounds compared to traditional beers, are gaining popularity due to their fresh taste and variety, aligning with consumer preferences [4]. Group 4: Synergies and Growth Potential - Mixue Group plans to leverage its robust supply chain to enhance Xianpi Fulujia's product quality and cost efficiency through collaboration in procurement, production, logistics, and quality control [5]. - Joint marketing efforts will aim to reach a broader consumer base and strengthen emotional connections with customers [5]. - The standardized operational management system of Mixue Group will support Xianpi Fulujia in achieving scalable operations through a sustainable franchise model [5].