蜜雪冰城卖啤酒，是降维打击？

Core Viewpoint - The article discusses the recent acquisition of a 53% stake in Fresh Beer Fulu Family by Mixue Group for nearly 300 million yuan, marking its entry into the fresh beer market, expanding its product portfolio beyond tea and coffee [4][11]. Group 1: Company Overview - Fresh Beer Fulu Family has a similar store design to Mixue Ice City, featuring a prominent red and cartoon style, and offers a takeaway and delivery model [6][10]. - The pricing strategy of Fresh Beer Fulu Family is comparable to that of Mixue Ice City, with standard fresh beer priced at 5.9 yuan per jin (500ml) and flavored beers ranging from 6.9 to 9.9 yuan [7][11]. - The store offers around 16 SKUs of fresh beer, including standard, fruit, tea, and milk beers, along with various snacks priced between 1 to 15 yuan [7][10]. Group 2: Expansion Strategy - Fresh Beer Fulu Family has adopted a rapid expansion strategy similar to that of Mixue Ice City, starting with a franchise model and offering incentives such as no franchise fees and reduced raw material costs to attract franchisees [10][11]. - As of August 2025, Fresh Beer Fulu Family has opened over 1,400 stores across 27 provinces and cities, with plans to exceed 1,000 stores by June 2025 [10][11]. Group 3: Market Context - The craft beer market in China is experiencing growth, with the market size expected to reach 11 billion yuan by 2028, indicating a blue ocean market for fresh beer and craft beer bars [17]. - The article highlights a trend where consumers are shifting from industrial beer to fresh and flavorful craft beer, aligning with the consumption upgrade trend [17]. - The competitive landscape includes several established craft beer brands, but there is still no dominant player in the fresh beer segment, presenting opportunities for new entrants like Fresh Beer Fulu Family [17].