蜜雪冰城卖啤酒了：斥资近3亿元，能否成为“第三增长曲线”

Core Viewpoint - The article discusses how the tea and coffee markets are facing growth bottlenecks, prompting major players like Mixue Group to explore new markets, specifically the fresh beer segment [3][4]. Company Strategy - Mixue Group has invested over 286 million yuan to acquire a 51% stake in the fresh beer brand "Fulu Family," marking its entry into the fresh beer market [4][6]. - The acquisition aims to diversify Mixue Group's product offerings, creating a synergy between fresh tea, freshly ground coffee, and fresh beer, thereby enhancing its growth potential [10][12]. Market Context - The tea and coffee markets in China are experiencing saturation and intense competition, leading to a slowdown in growth rates [10][12]. - The fresh beer market is identified as a blue ocean opportunity, with significant growth potential as China's per capita beer consumption remains low compared to top countries [14]. Financial Performance - Fulu Family is projected to achieve a pre-tax net profit of 1.07 million yuan in 2024, indicating a turnaround from losses in 2023 [15]. Competitive Landscape - The fresh beer segment is characterized by a trend towards quality, diverse flavors, and enhanced consumer experiences, with fresh beer representing a quality upgrade in the beer market [14]. - Mixue Group's competitive advantages include strong brand recognition, supply chain efficiency, and a robust distribution network, which can help mitigate costs and support the new venture [15].