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].

Investment Rating - The report maintains a "Buy" rating for the company [1] Core Views - The company has demonstrated a clear brand path and is expected to achieve strong performance throughout the year [1] - The company's revenue for the first half of 2025 reached 2.43 billion yuan, a year-on-year increase of 24.3%, while the net profit attributable to shareholders was 203 million yuan, up 42.6% year-on-year [5][6] - The company has established a robust supply chain with production facilities in multiple countries, enhancing its risk resilience and market responsiveness [5][6] - The core brand WANPY has significantly improved its market presence through effective marketing strategies and product offerings [5][6] - The company is projected to maintain high growth in the pet sector, with revenue forecasts of 5.55 billion yuan, 6.84 billion yuan, and 8.40 billion yuan for 2025, 2026, and 2027 respectively [7][8] Summary by Sections Recent Performance - In H1 2025, the company's overseas business revenue was 1.575 billion yuan, up 17.61% year-on-year, with a gross margin of 27.95%, an increase of 4.04 percentage points [5] - Domestic business revenue was 857 million yuan, up 38.89% year-on-year, with a gross margin of 37.68%, an increase of 0.89 percentage points [5] Product Performance - Revenue from pet snacks was 1.529 billion yuan, a year-on-year increase of 5.1%, with a gross margin of 30.63%, up 3.4 percentage points [5] - Revenue from pet staple food was 783 million yuan, a year-on-year increase of 85.79%, with a gross margin of 36.63%, up 0.79 percentage points [5] Future Projections - The company forecasts revenue growth rates of 24% for 2025, followed by 23% for both 2026 and 2027 [7] - The projected net profit for 2025 is 443 million yuan, with a growth rate of 12%, and is expected to reach 715 million yuan by 2027 [7][8]