蜜雪冰城的6元风，刮到了啤酒圈

Core Viewpoint - The article discusses the recent acquisition of Fulu Family by Mixue Group for 297 million yuan, marking its entry into the beer industry, and highlights the potential for growth and market expansion in this sector [3][7][18]. Summary by Sections Acquisition Details - Mixue Group has acquired 51% of Fulu Family's expanded registered capital for 285.6 million yuan and an additional 2% stake for 11.2 million yuan, making Fulu Family a non-wholly owned subsidiary [7][20]. - Fulu Family operates 1,200 stores primarily in lower-tier markets, with a focus on affordable fresh beer [8][9]. Product Offering and Pricing - Fulu Family's main products include fresh beer, milk beer, tea beer, and fruit beer, with prices starting at 5.9 yuan per pound for fresh beer [12][18]. - The pricing strategy aligns with Mixue Group's focus on providing high-quality, affordable products, with a core price point of around 6 yuan [6][12]. Market Position and Strategy - Fulu Family's stores are located in less urbanized areas, similar to Mixue's strategy of targeting lower-tier markets [11][12]. - The acquisition aims to enhance Mixue Group's product portfolio, creating a synergy between fresh tea, coffee, and beer offerings [18][28]. Business Model and Operations - Fulu Family's operational model involves a simplified process where staff serve fresh beer directly from cold storage, allowing for quick service [17][18]. - The business primarily relies on a franchise model, similar to Mixue's approach, focusing on low initial investment and lightweight operations [29][30]. Financial Performance and Challenges - Fulu Family reported a loss of 1.5277 million yuan in 2023, with a projected net profit of only 1.0771 million yuan in 2024, indicating challenges in achieving profitability [37][38]. - The beer market's dynamics differ significantly from the tea beverage sector, raising questions about the sustainability of Fulu Family's low-price strategy [36][38].