鲜啤福鹿家啤酒

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蜜雪冰城卖啤酒,斥资3亿买下“老板娘”的鲜啤福鹿家
Guo Ji Jin Rong Bao· 2025-10-10 12:36
Core Viewpoint - Recently, Mixue Group announced plans to acquire a 53% stake in the operating entity of the fresh beer brand "Xianpi Fulujia" for a total transaction price of 297 million RMB, marking its entry into the fresh beer market and expanding its product portfolio to include alcoholic beverages alongside its existing tea and coffee brands [1][10]. Group 1: Company Overview - Xianpi Fulujia, founded in 2021, is a leading brand in the affordable craft beer market, offering products priced between 6 to 10 RMB per 500ml, including classic fresh beer, fruit beer, and tea beer [3][7]. - The brand has rapidly expanded, achieving a thousand-store scale by June 2023 and opening 638 new stores in the last 90 days, totaling approximately 1,200 locations nationwide, making it the largest fresh beer chain in China [6][7]. - Xianpi Fulujia's business model is similar to Mixue's, focusing on a "rural encircling cities" expansion strategy, with nearly 60% of its stores located in third-tier cities and below [7][9]. Group 2: Financial Performance - In 2023, Xianpi Fulujia reported a loss of 152,770 RMB, but is projected to turn a profit in 2024 with a net profit of 107,090 RMB [8]. - As of August 31, 2023, the company had an unaudited net asset of approximately 19.52 million RMB and total assets of about 92.7 million RMB [7][8]. Group 3: Market Context - The entry into the fresh beer sector is seen as a strategic extension for Mixue Group, aligning with the projected growth of the craft beer market in China, which is expected to reach a market size of 130 billion RMB by 2025, with a penetration rate increasing from 6.8% to 17.2% [10]. - The competitive landscape for craft beer is intense, with many entrants but no clear market leader, presenting both opportunities and challenges for Mixue Group as it seeks to leverage synergies with its existing brand values of "high quality and affordability" [10].
蜜雪冰城进军酒赛道 新茶饮能否拿下消费者的“酒杯”?
Nan Fang Du Shi Bao· 2025-10-09 23:13
除了要承包消费者的奶茶,新茶饮似乎还想拿下消费者的"酒杯"。 国庆长假期间,港股蜜雪集团(即蜜雪冰城)发布公告,宣布以2.97亿元的总价,获得鲜啤品牌"鲜啤福鹿 家"(下称"福鹿家")背后母公司福鹿家(郑州)企业管理有限公司的53%股权。交易完成后,福鹿家将成为 蜜雪冰城的非全资附属公司,其财务业绩将并入蜜雪集团,这一消息立刻引起行业关注。 据南都湾财社-酒水新消费指数课题组记者了解,不只蜜雪冰城,新茶饮品牌跨界到酒赛道是最近一年 行业较为常见的现象,从卖含酒产品到开卖酒的门店,新茶饮品牌跨界卖酒的动作愈发频繁。 不过行业认为,经营酒水与新茶饮存在两种不同的运营逻辑和方式,从现有相近业态的酒水运营模式来 看,新茶饮跨界卖酒暂时不算是"能来钱"的生意。 不只蜜雪冰城,多家新茶饮都在"跟酒打交道" 蜜雪冰城"跨界"做酒由来已久,2021年鲜啤福鹿家首家门店在河南郑州开业,其品牌公司福鹿家(郑州) 企业管理有限公司,实控人为田海霞,其身份是蜜雪集团CEO张红甫的配偶。 南都湾财社记者发现,福鹿家的拓展市场方式与蜜雪冰城存在一定相似之处:平价策略,即向消费者提 供6至10元的鲜啤酒(俗称生啤);下沉市场,城中村或三线 ...
蜜雪并购鲜啤福鹿家;习酒推出中端新品|观酒周报
2 1 Shi Ji Jing Ji Bao Dao· 2025-10-09 04:09
国庆中秋,酒业旺季。各家酒企国庆前后继续推出新品,在央视秋晚、大湾区音乐会、各地音乐节、足 球联赛现场也能看到知名酒企的身影。 蜜雪冰城并购啤酒连锁"鲜啤福鹿家" 股价先涨后跌 蜜雪集团国庆节当天公布,以2.856亿元(约4000万美元)收购福鹿家(郑州)企业管理有限公司51% 股权,此外另以1120万元收购独立第三方赵杰持有的2%股权,收购后合计持股53%。 (原标题:蜜雪并购鲜啤福鹿家;习酒推出中端新品|观酒周报) 21世纪经济报道肖夏 综合报道 鲜啤福鹿家在全国经营约1200家门店,其啤酒饮品售价约为每斤(500ml)6元~10元,是近年迅速扩 张的鲜啤连锁。公告称,鲜啤福鹿家近12个月的收入(截至2025年8月)约1.49亿元,首次实现经营盈 利,当年未经审核的税后利润为107万元。 由于管理团队脱胎蜜雪冰城、门店装潢和定价策略与蜜雪冰城高度相似并共享供应链冷链,外界多将鲜 啤福鹿家视为蜜雪冰城的另一旗下品牌。不过鲜啤福鹿家、蜜雪冰城方面此前均表示,双方为互相独立 的经营主体。 (重庆一家鲜啤福鹿家门店,21记者摄) 根据此次公告,鲜啤福鹿家的实际控制人为田海霞,而田海霞是蜜雪冰城CEO张红甫的配偶, ...