Core Insights - Fresh Beer Fulu Family is breaking the craft beer price barrier with a low-cost strategy, offering products priced between 9.9 to 16 yuan per cup, positioning itself as a "budget craft beer" brand under the Mxue Ice City umbrella [1][4] - The brand has expanded rapidly, with over 500 stores across 18 provinces and 56 cities since its establishment in 2021, leveraging supply chain advantages to reduce operational costs and enhance profit margins [4][7] - The craft beer market in China is projected to grow significantly, reaching 11 billion yuan by 2028, with a notable increase in demand for tea-flavored beers, indicating a robust market opportunity for Fresh Beer Fulu Family [7][10] Company Overview - Fresh Beer Fulu Family is a subsidiary of Mxue Ice City, established in 2021, and operates independently with no direct ownership ties to Mxue Ice City, despite public perception linking the two brands [4][5] - The brand's product range includes over 15 SKUs, featuring categories like fresh beer, tea beer, and fruit beer, with popular items such as "Crazy Sugar Orange" and "Fulu Golden Orange Pu'er" [3][4] Market Strategy - The low-price strategy is a key component of Fresh Beer Fulu Family's market entry, particularly effective in lower-tier cities, but faces challenges in higher-tier cities due to increased operational costs and market competition [1][9] - The brand's gross profit margin is reported to be around 50%, with peak sales reaching 10,000 yuan per day during busy seasons, indicating a strong revenue potential [7][9] Competitive Landscape - The craft beer sector is experiencing a competitive reshuffle, with brands increasingly focusing on supply chain efficiencies to maintain profitability amidst rising costs [8][9] - The overall trend in the craft beer market suggests a downward pressure on prices, with many brands, including Fresh Beer Fulu Family, needing to adapt to maintain market share [10]