本报乌鲁木齐讯（全媒体记者 禚艺） 近日，在"创新赋能奶业振兴 协同聚力行业发展"学术研讨暨2025 年新疆奶业协会会员大会上，T/CNLIC 0218-2025《乳源酵母菌、乳酸菌发酵型含乳饮料 奶啤》团体标 准正式发布，标志着中国奶啤产业迈向了标准化、规范化发展的新阶段。 该标准核心在于明确了奶啤必须是"以生乳或乳粉为主要原料，经乳酸菌和酵母菌共同发酵自然产生乙 醇和二氧化碳"的发酵型含乳饮料；划定了明确的"工艺红线"，即不得添加二氧化碳、乙醇，这意味 着，过去市场上以调配工艺生产的类似产品将不再符合"奶啤"的定义。与此同时，该标准设定了严格 的"品质底线"，防止低质产品充斥市场。 据了解，中国奶啤团体标准由中国轻工业联合会牵头组织制定，新疆天润乳业股份有限公司作为第一起 草单位，联合新疆奶业协会、新疆旺源驼奶实业有限公司等多家单位共同实施。 ...

（来源：千龙网） 记者从1月23日举办的新疆奶业协会会员大会上获悉，《乳源酵母菌、乳酸菌发酵型含乳饮料 奶啤》团 体标准在大会现场正式发布，这也成为国内首个奶啤团体标准。随着该标准发布，以"调配"工艺生产的 类似产品将不再符合"奶啤"定义。 据了解，奶啤源自我国北方游牧民族传统奶酒文化。随着市场热度持续攀升，奶啤面临产品定义模糊、 同行模仿、工艺路线混杂、品质良莠不齐的行业痛点。 此次发布的标准明确了"自然发酵"为核心生产工艺，划定了"不得添加二氧化碳、乙醇"的工艺红线，并 设定了蛋白质含量≥0.7g/100g的品质底线，从源头上规范了奶啤的生产流程。 新疆奶业协会理事长刘让在发布会上介绍，近年来新疆奶企携手疆内外科研院校，坚持"以乳为本、自 然发酵"的技术路线，攻克了菌种、工艺、稳定性等一系列关键技术难题，不仅让奶啤从风味原型走向 成熟产品，更推动其从区域特色走向全国市场。 新疆天润乳业作为核心起草单位之一，将多年在菌种筛选、工艺创新中的实践经验深度融入标准制定。 实现了新疆奶业从"产品生产者"到"技术定义者"再到"标准制定者"的角色跨越。 中国轻工业联合会质量标准部处长聂博表示，该标准的实施将推动奶啤产业 ...

Core Viewpoint - The acquisition of 53% stake in Fresh Beer Fulu by Mixue Group for 297 million yuan marks a significant move for the company, aiming to diversify its product offerings beyond tea drinks and tap into the beer market [1][5][6]. Group 1: Acquisition Details - Mixue Group completed its first major acquisition post-IPO by acquiring a 53% stake in Fresh Beer Fulu for 297 million yuan, achieving absolute control [1][5]. - Fresh Beer Fulu, founded in 2021, operates approximately 1,200 stores and offers fresh beer products priced between 5.9 yuan and 14.9 yuan [5][20]. - The acquisition structure involved a combination of capital injection and share transfer, allowing Mixue to avoid potential antitrust scrutiny [5][6]. Group 2: Market Context - Following a brief post-IPO surge, Mixue's stock has faced downward pressure, reflecting market skepticism regarding its growth potential and operational challenges in the coffee and overseas expansion sectors [2][6]. - The tea drink sector's growth rate is projected to slow from 44.3% in 2023 to 12.4%, prompting Mixue to seek new growth avenues [6][28]. Group 3: Strategic Implications - The acquisition is seen as a strategic extension of Mixue's business, aiming to cover a broader range of product categories and meet consumer demand for high-quality, affordable products [6][27]. - The entry of a major player like Mixue into the craft beer market is viewed positively, potentially enhancing industry visibility and optimizing supply chains [7][27]. Group 4: Challenges Ahead - Significant challenges include adapting to the operational differences between tea and beer production, brand perception shifts, and navigating a complex regulatory environment for alcoholic beverages [28][29]. - The financial performance of Fresh Beer Fulu has been underwhelming, with a reported loss of 1.5277 million yuan in 2023, raising concerns about the valuation of the acquisition [29].

Core Insights - Mixue Ice Cream has entered the fresh beer market by acquiring a 53% stake in Fresh Beer Fulu Family for nearly 300 million yuan, leading to a 10% increase in its stock price [1] - The fresh beer market is expected to undergo significant changes, similar to previous disruptions in the tea and coffee sectors [1][9] - Fulu Family aims to expand its store count from 1,000 to 2,500 by 2026, leveraging a low-cost franchise model with zero franchise fees [2][10] Company Overview - Mixue Ice Cream operates over 53,000 stores globally, with a revenue of 14.9 billion yuan, positioning itself alongside other notable brands in the Hong Kong stock market [1][2] - Fulu Family has rapidly expanded its store count from 100 to 1,000 in just 14 months, benefiting from Mixue's brand recognition and operational support [2][3] Market Strategy - Fulu Family's pricing strategy focuses on affordability, with prices ranging from 5.9 to 9.9 yuan per cup, significantly lower than competitors [5][10] - The company plans to utilize Mixue's supply chain capabilities to reduce costs and enhance operational efficiency, including shared logistics and marketing resources [3][6] Product Offering - Fulu Family offers a diverse range of nearly 20 products, with over half being fruit-flavored beers, and plans to introduce 3-5 new products each quarter [6][8] - The brand aims to transform fresh beer consumption from a social product to a daily consumer good, similar to the approach taken in the tea industry [5][9] Financial Performance - Fulu Family reported a pre-tax loss of 1.5277 million yuan in 2023 but is projected to achieve a profit of 1.0709 million yuan in 2024, indicating a potential turnaround in its business model [11]

Core Insights - Xinjiang is a crucial region in China's dairy industry, known for its high-quality dairy brands, with Tianrun being the leading company in the area [1] - Tianrun has established itself as a national brand, recognized as one of the "Top 20 Dairy Companies in China," with a daily production and sales of over 680 tons of dairy products [1] Company Overview - Tianrun Dairy Industry Co., Ltd. was founded in 2002 and is part of the Xinjiang Production and Construction Corps, operating a full industry chain from feed planting to milk production and sales [2] - The company has 26 modern farms in the golden milk source area of Xinjiang, ensuring high-quality milk production [2] - Tianrun maintains a self-sourced milk ratio of over 90%, with nearly 70,000 dairy cows, providing a strong foundation for product quality [2] Product Innovation and Market Performance - Tianrun has expanded its product line to 68 offerings, including innovative items like milk beer, which gained popularity since its launch in 2013 [3] - The company has seen increasing repurchase rates in markets like Zhejiang, indicating strong consumer satisfaction and brand loyalty [3] - Tianrun's fresh milk and milk beer are particularly well-received, with unique taste profiles attributed to the natural environment and production methods [3][4] Recent Product Launches - The "Every Full Life" series features popular products such as the Jiali Pure Milk and Snow Mountain Organic Pure Milk, available at competitive prices [5] - Tianrun ensures product freshness with a shelf life of 21 days, emphasizing the importance of cold chain logistics from Xinjiang to consumers [5]

Core Insights - Mixue Ice Cream and Tea has expanded its business into the fresh beer market by acquiring a 53% stake in the fresh beer chain brand Fulu Family for 297 million yuan, marking a significant shift from its traditional tea and coffee offerings [1][20] - Fulu Family, established in 2021, has rapidly grown to over 1,200 stores across 28 provinces in China and is projected to achieve a net profit of 1.07 million yuan in 2024, indicating a profitable business model [1][6] - The acquisition is seen as a strategic move to tap into the growing low-alcohol beverage market, which is expected to reach 570 billion yuan in 2024, with a compound annual growth rate exceeding 30% [8][31] Business Strategy - The pricing strategy for Fulu Family's products ranges from 5.9 yuan to 14.9 yuan, appealing to a younger demographic that Mixue aims to attract [2][4] - The brand's marketing slogan positions it as "adult milk tea," targeting a similar customer base as Mixue, thus creating a complementary product line [4][19] - Mixue's existing infrastructure and supply chain capabilities are expected to enhance Fulu Family's operational efficiency, potentially reducing logistics costs by 15% to 20% [14][21] Market Trends - The fresh beer market in China is projected to grow significantly, with the craft beer segment expected to reach a market size of 80 billion yuan in 2024, reflecting a 30% year-on-year increase [7][8] - The demographic of consumers aged 18-26 constitutes 41% of the low-alcohol beverage market, indicating a substantial target market for Fulu Family [9][31] - The shift in consumer preferences towards low-alcohol beverages aligns with Mixue's strategy to diversify its product offerings and capture a larger share of the beverage market [6][8] Competitive Landscape - Fulu Family's rapid expansion outpaces traditional beer establishments, with a goal to double its store count to 2,500 by 2026, leveraging Mixue's established brand and operational expertise [20][26] - The fresh beer market is becoming increasingly competitive, with other brands like Qingdao Beer and Huaren Beer also exploring similar business models [22][31] - The success of Fulu Family will depend on its ability to differentiate itself in a crowded market and maintain profitability at the store level, as evidenced by challenges faced by competitors like "Fresh Beer 30 Kilometers" [26][31]

Core Insights - The article discusses the recent investment agreement between Mixue Group and Xianpi Fulujia, where Mixue Group will acquire a 53% stake in Xianpi Fulujia for a total of 297 million yuan, marking its expansion into the fresh beer market [1][2]. Investment Details - Mixue Group will inject 297 million yuan into Xianpi Fulujia, acquiring 51% of its expanded registered capital, along with an additional 2% from independent third-party shareholders [1]. - After the transaction, Xianpi Fulujia will become a non-wholly owned subsidiary of Mixue Group [2]. Company Background - Xianpi Fulujia was founded in 2021, focusing on providing freshly brewed beer products, including various types such as fresh beer, fruit beer, tea beer, and milk beer [3]. - As of August 2025, Xianpi Fulujia is projected to have around 1,200 stores across 28 provinces in China, making it the leading brand in the fresh beer chain store segment [7]. Market Positioning - The acquisition aligns with Mixue Group's strategy of offering "high-quality and affordable" products, expanding its product matrix to include fresh beer alongside tea and coffee [8][10]. - Xianpi Fulujia's pricing strategy is competitive, with most products priced between 5.9 yuan and 9.9 yuan, significantly lower than the industry average [10]. Strategic Advantages - The partnership allows Xianpi Fulujia to leverage Mixue Group's extensive cold chain logistics and marketing resources, enhancing product quality and supply chain efficiency [12]. - The acquisition is seen as a strategic move to tap into the underdeveloped fresh beer market, which is identified as a blue ocean opportunity with significant growth potential [13][15]. Industry Trends - The fresh beer segment is gaining traction as consumer preferences shift towards quality and experience, with the market expected to grow from 10 billion yuan in 2020 to over 100 billion yuan by 2025 [15]. - Xianpi Fulujia is recognized as a pioneer in the fresh beer category, being the first brand in China to receive national certification for "fresh beer" [15]. Consumer Engagement - Xianpi Fulujia's store locations are strategically chosen in community areas and dining hotspots, catering to the demand for convenient, on-the-go consumption [17]. - The brand's focus on product innovation and seasonal offerings aims to keep the consumer experience fresh and engaging, enhancing customer loyalty [17].

Core Insights - The article discusses the acquisition of a majority stake in the craft beer brand "Fresh Beer Fulu Family" by the "Mixue Group," revealing the strategic expansion of Mixue into the craft beer market [2][4][7]. Company Overview - Mixue Group announced the acquisition of 53% of "Fresh Beer Fulu Family" for approximately 297 million RMB, with 285.6 million RMB coming from a capital injection and 11.2 million RMB from a share transfer agreement [2]. - After the acquisition, "Fresh Beer Fulu Family" will become a subsidiary of Mixue Group and will be included in its consolidated financial statements [2]. - The brand "Fresh Beer Fulu Family" was established in 2018 and has rapidly expanded to over a thousand stores, positioning itself as a leader in the fresh beer industry [1][4]. Market Positioning - "Fresh Beer Fulu Family" employs a unique business model by selling fresh beer through convenience stores, differentiating itself from traditional beer sales [7]. - The brand's pricing strategy is competitive, with prices for fresh beer starting at 5.9 RMB for 500ml, appealing particularly to younger consumers [7][9]. - The craft beer market in China is projected to grow significantly, with expectations to reach 11 billion RMB by 2028, indicating a favorable environment for "Fresh Beer Fulu Family" [10]. Strategic Implications - The acquisition is seen as a growth strategy for Mixue Group, similar to its previous venture with "Lucky Coffee," and aims to leverage its established supply chain and operational experience [7][9]. - Analysts suggest that the franchise model of "Fresh Beer Fulu Family" can effectively utilize Mixue's mature supply chain, potentially replicating the success of "Lucky Coffee" [7]. - The craft beer segment is becoming increasingly competitive, with various brands entering the market, indicating a need for "Fresh Beer Fulu Family" to strengthen its product offerings and market presence [19].

Core Viewpoint - The new tea beverage industry is increasingly venturing into the alcohol market, with companies like Mixue Ice City acquiring stakes in beer brands to diversify their offerings and seek new revenue streams [2][4][6]. Group 1: Company Actions - Mixue Ice City announced the acquisition of a 53% stake in the beer brand "Xianpi Fulu Jia" for a total price of 297 million yuan, making it a non-wholly-owned subsidiary [2]. - The beer brand has expanded rapidly, with approximately 1,200 stores across 28 provinces as of August 31, 2023, and has turned a profit of 1.07 million yuan in 2024 after previously reporting a loss [4]. - Other tea brands, such as Cha Baidao, Cha Yan Yue Se, and Nai Xue's Tea, are also exploring the alcohol market, either by launching new products or creating new brands [4][5]. Group 2: Market Dynamics - The alcohol industry offers higher profit margins (50% or more) compared to the tea beverage industry (approximately 35%) [6]. - New tea brands are adopting a pricing strategy similar to their tea products, with beer priced between 5.9 yuan and 14 yuan, aiming to attract consumers with affordable options [6]. - The industry is witnessing a trend of new tea brands collaborating with alcohol companies for limited-time products, although these products often have a short lifespan [5]. Group 3: Challenges and Observations - The operational logic of selling alcohol differs significantly from that of tea beverages, leading to skepticism about the profitability of these ventures [3][9]. - The low pricing strategy may intensify competition and lead to a price war within the alcohol sector [9]. - Analysts suggest that the frequency of alcohol consumption is lower than that of tea beverages, which may affect the return on investment for companies entering this market [9]. Group 4: Future Outlook - Despite the challenges, there is optimism in the industry regarding the potential for new tea brands to successfully integrate alcohol offerings, particularly through creating unique consumer experiences [10]. - The future of Mixue Ice City's foray into the alcohol market remains to be seen, with ongoing monitoring of its performance [11].

Core Viewpoint - The leading tea beverage chain, Mixue Ice Cream and Tea, is acquiring a 51% stake in the craft beer chain, Fulu Family, for approximately $40 million, marking its first major acquisition since its IPO in March 2023 [2][5]. Group 1: Acquisition Details - Mixue announced the acquisition of Fulu Family for 285.6 million yuan (approximately $40 million), funded by its cash reserves, which exceeded 17 billion yuan as of June [2][5]. - Fulu Family operates around 1,200 stores nationwide, with beer prices ranging from 6 to 10 yuan per 500ml cup, aligning with Mixue's pricing strategy [2][6]. - The acquisition is seen as a strategic move to diversify Mixue's product offerings and target a new consumer demographic, particularly beer drinkers [2][8]. Group 2: Market Context and Financials - The tea beverage market is becoming saturated, prompting Mixue to explore new growth avenues, such as the beer segment [2][6]. - Following the acquisition announcement, Mixue's stock price initially rose by 2.7% but later retracted, indicating a cautious market reaction [6]. - Fulu Family reported revenue of approximately 150 million yuan over the past 12 months, which is significantly smaller compared to Mixue's revenue of 29 billion yuan for the same period [7][8]. Group 3: Strategic Rationale - The acquisition is strategically aligned, as both companies share similar business philosophies and operational models, with Fulu Family being controlled by the spouse of Mixue's CEO [3][5]. - The deal is expected to enhance Mixue's product portfolio, allowing it to offer a wider range of beverages, including innovative beer products [8]. - The beer market in China is less mature than the tea market, presenting growth opportunities for Fulu Family under Mixue's support [7][8].