蜜雪冰城看上的鲜啤，能复制「奶茶神话」吗？

Core Viewpoint - The article discusses the strategic entry of Mixue Ice City into the fresh beer market by acquiring a majority stake in "Fresh Beer Fulu Family," highlighting the potential for growth in this relatively untapped sector of the beverage industry [4][6][7]. Summary by Sections Acquisition and Business Model - Mixue Ice City announced the acquisition of 53% of "Fresh Beer Fulu Family" for approximately 297 million RMB, making it a wholly-owned subsidiary [7]. - Fresh Beer Fulu Family, founded by the wife of Mixue's CEO, focuses on fresh beer products priced between 6-10 RMB, primarily operating through a franchise model [7][8]. Market Potential - The fresh beer market in China is projected to exceed 800 billion RMB by 2025 and reach 1.5 trillion RMB by 2030, with a compound annual growth rate of 12%-15% [10]. - The shift in consumer preferences towards quality and experience in beer consumption is driving the growth of fresh beer, particularly among younger consumers [12][14]. Competitive Landscape - The fresh beer sector is still considered a blue ocean market, with no dominant national brands, presenting opportunities for scalable players like Mixue [14]. - Existing brands such as Youblau and Taishan Original Beer are also expanding, with Youblau having over 2,000 locations and significant sales figures [16][17]. Operational Strategy - Mixue plans to leverage its existing supply chain and logistics capabilities to support the fresh beer business, ensuring timely delivery and maintaining product freshness [30][31]. - The pricing strategy of Fresh Beer Fulu Family aims to position itself competitively within the market, similar to Mixue's successful pricing model in the tea beverage sector [26][27]. Challenges Ahead - The success of Fresh Beer Fulu Family in scaling to thousands of locations will depend on the robustness of its supply chain and logistics, particularly in maintaining product quality during distribution [31].