MIXUE GROUP's fresh beer business is accelerating. On December 1, its fresh beer brand "Fulu Fresh Beer" announced the cancellation of its previous "old-refer-new" franchise process, opening up franchising opportunities to all interested investors.
To encourage sign-ups, the brand introduced a special incentive policy: new franchisees signing contracts before the end of the month can enjoy a three-year reduction in franchise fees and winter management fees, totaling CNY 34,500. After deducting store decoration and rental costs, the initial franchise threshold for opening a "Fulu Fresh Beer" outlet is now only around CNY 60,000.
Fulu Fresh Beer was established in 2021 as an independently operated project incubated outside MIXUE GROUP. It wasn’t until October this year that the listed company acquired a 53% stake for CNY 297 million, gaining control and consolidating it into its financial statements. Before the acquisition by MIXUE GROUP, the actual controller of Fulu Fresh Beer was Tian Haixia, the wife of Zhang Hongfu, one of MIXUE GROUP's key controllers, board member, and CEO.
In 2023, the brand first opened nationwide franchising and surpassed 100 stores by April 2024. Within just 14 months, it expanded to 1,000 stores. As of August 2025, Fulu Fresh Beer operates 1,200 outlets, with a significant concentration in Henan, MIXUE GROUP's home base.
The product line follows MIXUE's consistent strategy of offering fruity flavors at affordable prices. The cheapest Fulu Fresh Beer is priced at CNY 5.9 per 500ml, while the most popular price range is CNY 9.9 for fruit beers, milk beers, and tea beer series. Data from Narrow Gate Catering shows that Fulu Fresh Beer's average customer spending is only CNY 17, less than half of competing brands like Taishan Draft, Helen's, and Delunbao.
MIXUE GROUP leverages its strong supply chain to maintain low prices and expands scale through its franchise network while profiting from raw material supply. With growth slowing across its 40,000 MIXUE ice tea stores, developing new product categories within the existing system has become a strategic necessity.
Compared to milk tea and coffee, fresh draft beer focuses on nighttime consumption, facing less intense competition in its niche while maintaining higher standardization. At Fulu Fresh Beer outlets, employees directly pour beer from wall-mounted tanks after orders are placed, eliminating the complex preparation processes typical of tea shops.
On the backend, Fulu Fresh Beer has already established a 10,000-ton brewery in Wen County, Jiaozuo, Henan, and shares MIXUE's nationwide cold-chain logistics network, which deeply penetrates lower-tier markets. More importantly, MIXUE's long-established trust among franchisees and supply chain advantages lay the foundation for future expansion into first-tier cities.
Just two days before Fulu Fresh Beer fully opened franchising, MIXUE's coffee brand "Lucky Cup" announced surpassing 100 signed stores in Beijing, officially joining the "10,000-store club."