Core Viewpoint - Mijue Group has expanded its business into the alcoholic beverage sector by acquiring a 53% stake in Xianpi Fulujia for 297 million RMB, marking a significant diversification from its traditional focus on tea and coffee products [1][1][1] Company Summary - Mijue Group's stock price increased by over 6%, reaching 439.4 HKD with a trading volume of 177 million HKD [1][1][1] - The acquisition of Xianpi Fulujia will allow Mijue Group to integrate the financial performance of the company into its consolidated financial statements, enhancing its market presence in the fresh beer segment [1][1][1] Industry Summary - The beer industry is characterized by a large market size and consumer base, with increasing demand for high-quality and diverse products, which presents growth opportunities for the fresh beer market [1][1][1] - Mijue Group aims to leverage its existing supply chain and franchise advantages to strengthen its brand presence in the fresh beer sector while maintaining its commitment to high-quality and affordable products [1][1][1]

Group 1 - The core viewpoint is that Huayuan Securities is optimistic about Mixue Group's (02097) domestic and overseas market channel expansion, maintaining a "buy" rating [1] - The company is expected to see net profit attributable to shareholders reach 5.425 billion, 6.586 billion, and 7.670 billion yuan for the years 2025-2027, with year-on-year growth rates of 22.28%, 21.40%, and 16.46% respectively [1] - Mixue Group is deeply engaged in the ready-to-drink beverage industry, possessing multiple competitive advantages in customer base, channels, supply chain, and marketing, effectively positioning itself in the affordable tea beverage price range [1] Group 2 - Mixue Group plans to invest 286 million yuan to acquire 51% of Fulu Family and will also acquire an additional 2% stake from shareholder Zhao Jie for 11.2 million yuan [1] - Following the acquisition, Fulu Family will become a non-wholly-owned subsidiary of Mixue Group, and its financial performance will be consolidated into Mixue's results [1] - The acquisition will further expand Mixue's brand matrix, tapping into the large market size and consumer base of the beer industry, which is expected to grow due to increasing demand for high-quality and diverse products [1] Group 3 - The company is shifting its product focus from primarily affordable tea and coffee to include fresh beer while maintaining a high-quality and affordable product positioning [1] - Mixue Group is anticipated to leverage its existing supply chain and franchise advantages to enhance its brand presence in the fresh beer sector [1]

Core Viewpoint - The report from Huayuan Securities expresses optimism about Mixue Group's (02097) domestic and overseas market channel expansion, maintaining a "buy" rating. The company is expected to continue increasing its market share [1] Financial Projections - The projected net profit attributable to shareholders for Mixue Group for the years 2025-2027 is estimated to be 5.425 billion, 6.586 billion, and 7.670 billion yuan, with year-on-year growth rates of 22.28%, 21.40%, and 16.46% respectively [1] Strategic Acquisition - Mixue Group plans to invest 286 million yuan to acquire 51% of Fulu Family and will also purchase 2% of the company's shares from shareholder Zhao Jie for 11.2 million yuan. Following the completion of the acquisition, Fulu Family will become a non-wholly-owned subsidiary of Mixue Group, and its financial performance will be consolidated [1] Shareholding Structure Post-Acquisition - After the acquisition, the shareholding structure will be as follows: Mixue Group will hold 53.0%, Tian Haixia 29.4%, Mailang Tongzhou 10.0%, Zhao Jie 5.4%, and Jia Rongrong 2.2% of Fulu Family [1] Market Expansion Potential - The beer industry has a large market size and consumer base, with increasing demand for high-quality and diverse products, which is expected to open up opportunities in the fresh beer market. Mixue Group, which has primarily focused on affordable tea drinks and coffee, will expand its product offerings to include fresh beer while maintaining a high-quality and affordable product positioning [1] Competitive Advantages - Mixue Group possesses multiple competitive advantages in the ready-to-drink beverage industry, including customer base, channels, supply chain, and marketing, allowing it to effectively position itself in the affordable tea drink price segment [1]

Core Viewpoint - The tea beverage industry is experiencing a rapid chain development, with the clearance of single brands occurring faster than in other sectors, particularly in the affordable tea segment which has a strong ecological advantage and a clear competitive landscape [1][2] Industry Review - The industry saw a peak in operational data in 2023, with a potential harvest year in 2025. The year 2023 experienced a rebound expansion post-reopening, while 2024 is expected to witness intense price wars leading to the accelerated clearance of mid-sized brands and further concentration among leading brands [1] - By Q3 2024, major brands like Heytea announced a reduction in promotional efforts, prompting others like Mixue and Gu Ming to follow suit, with the price war expected to conclude by Q4 2024 [1] Competitive Landscape - The tea beverage sector is characterized by structural competition, with the affordable tea segment exhibiting a strong ecological advantage and a notably clear competitive structure compared to other segments in the food and beverage industry [2] Demand Side - The demand for affordable tea is stable, driven by two main factors: it targets a price-sensitive customer base at the bottom of the demand pyramid, and it has outperformed soft drinks in terms of cost-effectiveness, attracting some of their demand [3] Supply Side - The industry features two business models: the mainstream "industrial model" prevalent in the affordable tea segment and the "agricultural model" in the mid-to-high price segments. The industrial model benefits from high levels of integration across the supply chain, making it easier to achieve a positive feedback loop of scale, cost, and barriers to entry [4] - The affordable tea business model operates as a convenient store for ready-made beverages, offering several advantages over soft drinks and ensuring profitability for franchisees, consumers, and companies alike [4]