蜜雪冰城开卖啤酒，售价5.9元起

Core Viewpoint - Recently, Mixue Ice City Co., Ltd. announced the acquisition of a 53% stake in Fresh Beer Fulu Family for approximately 297 million RMB, achieving absolute control and expanding its business into the alcoholic beverage sector [1][3]. Group 1: Acquisition Details - The acquisition price for the 53% stake in Fresh Beer Fulu Family was about 297 million RMB [3]. - Following the transaction, Fresh Beer Fulu Family will become a non-wholly owned subsidiary, and its financial performance will be consolidated into the group’s financial statements [3]. Group 2: Business Expansion - This acquisition marks Mixue Ice City's official entry into the alcoholic beverage market, extending its business scope beyond tea and coffee [3]. - Fresh Beer Fulu Family, established in 2021, focuses on freshly brewed beer products and has expanded to 1,200 stores across 28 provinces, achieving profitability of 1.07 million RMB in 2024 [8]. Group 3: Product Innovation - Fresh Beer Fulu Family continues the localization strategy of Mixue, with over 40% of its products incorporating tea elements, such as Longjing tea beer and sugar orange fruit beer [8]. - The product range includes low-alcohol beer targeting female consumers, with an alcohol content of only 0.5% vol, appealing to younger demographics [8]. Group 4: Store Operations - Fresh Beer Fulu Family operates primarily from 11 AM to midnight, with peak hours from 6 PM to 10 PM, catering to young consumers who often purchase drinks on their way home or before dining out [7]. - The pricing of products ranges from 5.9 RMB to 14.9 RMB, with the classic German wheat beer priced at 5.9 RMB per cup [7].