---
title: "Mixue Bingcheng Selling Beer?"
description: "Mixue Bingcheng, the giant known for its 'Snow King' image and dominance in the tea drink industry, is quietly venturing into craft beer, with its close ties to craft beer brand Fulu Family sparking widespread discussion. Recently, 'Fresh Beer Fulu Family' has entered the public eye as a 'Mixue Bingcheng sub-brand', featuring highly similar decor, a low-price strategy starting at 6.6 yuan, and rapid expansion of offline stores, becoming a hot topic in the consumer market."
author: "食部尚书"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-06-08"
categories: "Consumer & Categories"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/plTei223-WImevCdKH8S8w"
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citation: "食部尚书. “Mixue Bingcheng Selling Beer?.” New Distribution, 2025-06-08. https://xinjignxiao.com/en/articles/mixue-bingcheng-selling-beer-243f94c2/"
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---

# Mixue Bingcheng Selling Beer?

> Mixue Bingcheng, the giant known for its 'Snow King' image and dominance in the tea drink industry, is quietly venturing into craft beer, with its close ties to craft beer brand Fulu Family sparking widespread discussion. Recently, 'Fresh Beer Fulu Family' has entered the public eye as a 'Mixue Bingcheng sub-brand', featuring highly similar decor, a low-price strategy starting at 6.6 yuan, and rapid expansion of offline stores, becoming a hot topic in the consumer market.

**Source** | Food Business Department
With the 'Snow King' image deeply rooted in people's hearts and dominating the tea drink industry, Mixue Bingcheng is quietly extending its reach into the craft beer sector, and its close association with craft beer brand Fulu Family has sparked widespread discussion both inside and outside the industry.
Recently, 'Fresh Beer Fulu Family' has entered the public eye as a 'Mixue Bingcheng sub-brand'. Its highly similar decor style to Mixue Bingcheng, low-price strategy starting at 6.6 yuan, and rapidly expanding offline store network have become the focus of consumer market discussions.
******From 'Ambiguity' to 'Official Announcement'******
Since March, a craft beer brand named 'Fresh Beer Fulu Family' (hereinafter referred to as Fulu Family) has been frequently active on major social platforms.
Many netizens in Wuhan, Guangzhou, Yingkou, Hangzhou and other regions have noticed that newly opened Fulu Family stores are all touting the 'Mixue Bingcheng sub-brand' banner, with staff directly stating, 'We are Mixue Bingcheng.'
On Fulu Family's official Xiaohongshu page, the 'Snow King' presence is also quite high—in the comments section, facing eager questions from potential franchisees, the official account unabashedly replied, 'We (and Mixue) have the same boss.'
Although many people haven't heard of Fulu Family, they immediately feel a strong 'Snow King' vibe upon entering: red background with white characters high-brightness signage, standardized lightbox menus, open draft beer equipment displays, and a Fulu Family IP image resembling 'Snow King'.
In the store, screens play brand product videos, draft beer equipment reads 'Direct delivery from brewery, low temperature 0-8°C freshness lock', and there are even real shots of the Fulu Family brewery, hinting to consumers that this is a brand-new chain craft beer.
Looking at the menu, there are over 20 craft beer SKUs, including 'Crazy Sugar Orange' and 'Tipsy Little Milk Beer', covering a price range from 5.9 yuan to 30 yuan.
Among them, 18 are self-brewed fresh beers priced between 5.9 yuan and 9.9 yuan; three bottled beers are slightly more expensive, with the 5L Coke Barrel (Cola Cider) at 99 yuan, the highest-priced item, but calculated at 9.9 yuan per 500ml, maintaining its 'high cost-performance' persona.
This pricing strategy creates a synergy with Mixue Bingcheng's tea drink product line, lowering the barrier for consumers to try, while differentiating from traditional high-end craft beer brands through the 'affordable craft beer' positioning.
Some netizens say that staff also educate customers about craft beer knowledge and enthusiastically offer tasting services. Staff explain that fruit beers and milk beers like 'Crazy Sugar Orange' and 'Tipsy Little Milk Beer' are designed primarily for young female consumers, precisely targeting Mixue Bingcheng's core customer base of women aged 18-35, focusing on the 'tipsy try-it' scenario.
Most of these products' raw materials can be shared with Mixue Bingcheng's existing supply chain, not only efficiently supplying new stores but also further amplifying the scale effect of Mixue Bingcheng's supply chain.
In terms of channels, Fresh Beer Fulu Family has gone to the extreme, with stores adjacent to Mixue Bingcheng in core business districts such as Wuhan Optics Valley, Hangzhou West Lake, and Qingdao Licang.
It's worth noting that Fulu Family, which suddenly emerged, is not a new brand; it has only recently become popular on social networks. The official WeChat account shows that the first Fresh Beer Fulu Family store opened in Zhengzhou, Henan in 2021.
In 2024, Fresh Beer Fulu Family posted on social media claiming to 'move into the Mixue building', and in offline scenarios, many newly opened Fresh Beer Fulu Family stores prominently display the 'Mixue Bingcheng sub-brand' logo, even directly incorporating Snow King IP elements into store decor and official account visual systems, with the Xiaohongshu official account posting multiple pieces of content containing 'Snow King' elements.
As of January 2025, Fulu Family has increased its national franchise efforts, with over 500 stores currently.
Previously, in Fulu Family's official promotions, it revealed that it had already integrated its supply chain with Mixue Bingcheng, delivering directly to stores with 0-8°C low-temperature freshness lock, reducing costs. The official also claimed that this year, Fulu Family established its second 10,000-ton brewery at the Mixue factory base in Wen County, Jiaozuo, Henan. Leveraging Mixue Bingcheng's distribution network, products can be delivered to more stores.
From a procurement perspective, in 2024, Mixue Bingcheng's revenue exceeded 20 billion yuan, supporting a global procurement network directly reaching origins and a massive procurement scale, allowing it to purchase many core raw materials at prices below industry average.
After frequent interactions between Fulu Family and Mixue Bingcheng, multiple media outlets visited stores in Guangzhou and Hangzhou, finding very high foot traffic. A franchise owner in Guangzhou told media that the franchise fee was less than 60,000 yuan, and although it's not yet peak season, daily revenue is around 4,000 yuan, with peak season exceeding 10,000 yuan, and gross margin around 50%.
It is understood that Mixue Bingcheng and Fresh Beer Fulu Family share a supply chain, greatly reducing production costs. Although Mixue Bingcheng has not publicly endorsed Fulu Family, the two stores sitting side by side and opening consecutively has certainly attracted attention and driven traffic.
Interestingly, Mixue Bingcheng publicly denied any association with Fulu Family in 2022, but as the latter's store network expanded, the relationship gradually shifted from 'ambiguity' to 'official announcement'.
This shift may hide performance pressure: Mixue Bingcheng's tea drink main business growth is slowing, and the beer track's high gross margin and high-frequency consumption characteristics could become an important lever for its second growth curve.
Mixue Bingcheng seeks new breakthroughs
Mixue Bingcheng, founded in 1997, with fresh ice cream and tea drinks as its main products, quickly established a foothold in the lower-tier market.
With its unique 'rural surrounding the city' strategy, its annual sales exceeded 6.5 billion yuan, becoming the first brand in the ready-made tea drink industry with 10,000 stores.
Currently, Mixue Bingcheng's core business is approaching the ceiling of the domestic market.
As of December 2024, its global store count reached 46,500, surpassing Starbucks to become the world's largest ready-made beverage company, with 57.4% of stores located in third-tier and below cities.
However, store density in lower-tier markets is nearing saturation—based on population calculations, the upper limit for stores in China's third-tier and below cities is approximately 60,000-80,000.
Meanwhile, average daily terminal retail sales per store fell from 4,416.3 yuan in the first three quarters of 2023 to 4,184.4 yuan in the first three quarters of 2024, indicating intensified competition in the existing market.
In this context, Mixue Bingcheng urgently needs to find a second growth curve. Craft beer, as a high-potential market with an average annual growth rate exceeding 20% in recent years, overlaps with its existing customer base (price-sensitive consumers), and there is significant supply chain synergy space.
Through a low-price strategy (e.g., pricing at 8-12 yuan per bottle), Mixue Bingcheng can leverage its 'high quality, affordable price' gene to seize the gap between traditional beer giants and high-end craft beer brands.
Relevant data shows that in 2023, the global new alcoholic beverage market exceeded 634.17 billion yuan, and growth momentum continues, with expectations to climb to 740 billion yuan by 2025, becoming the fastest-growing segment in the alcoholic beverage track.
As a traditional category, beer, after extending into the 'craft' upgrade direction, has also been given new imagination.
According to the '2024 Beer Industry Research Report', China's craft beer market size continues to expand, reaching 6.8 billion yuan by the end of 2023, and it is expected that by 2028, the penetration rate of craft beer in China will rise to 6.3%, with market size reaching 11 billion yuan.
From market data, craft beer shows huge growth potential.
According to a research report by Lianchuang Securities, compared to the 13% penetration rate of craft beer in the United States, China's craft beer market share is less than 5%, indicating vast room for market growth.
In terms of consumer groups, the main consumers of craft beer are concentrated in the 18-35 age group, which highly overlaps with Mixue Bingcheng's core consumer base.
This group pursues personalized and diversified consumption experiences, is curious about new things, and is willing to pay for unique tastes and consumption experiences.
For Mixue Bingcheng, craft beer is indeed a good choice.
However, craft beer that can make people 'tipsy' is more limited in consumption scenarios—it is almost only suitable for young people's gatherings and dining occasions.
Fulu Family wanting to compete with milk tea and coffee for consumers' 'grab a drink anytime' share is clearly not easy. In recent years, craft beer has continued to heat up in the domestic market, becoming a 'hot commodity' in the consumer market.
According to incomplete statistics, many major catering brands such as Holiland, Starbucks, Nayuki's Tea, Chayan Yuese, Haidilao, Laoxiangji, Xin Rong Ji, Yuanji Yunjiao, and Tims Tianhao Coffee have already collectively entered the market, either opening bars, changing their business model to 'day coffee, night alcohol', or entering the alcoholic beverage market through Bistro formats.
Driven by the 'tipsy economy', catering brands hope to use 'alcohol' as a consumption scenario to extend business hours, prolong customer stay, and thereby enhance consumption stickiness.
In addition, alcoholic beverages have high profit margins and low entry barriers. Research shows that profits for Chinese liquor and specialty mixed drinks in restaurants can reach 50%-80% or more. As a result, many catering brands are seeking new profit growth points through cross-industry alcohol sales.
Fresh Beer Fulu Family's 'affordable craft beer' not only needs to compete with industrial beer but also faces pressure from high-end craft beer in convenience stores.
Regardless, Mixue Bingcheng's cross-industry move has indeed attracted considerable attention. It is not just selling a product; it is creating a new lifestyle.
For many young people, drinking is no longer limited to traditional table culture but has become part of daily life.
According to the '2024 Young People Drinking Report', more than half of young people drink when happy, and nearly 30% choose to have a drink when stressed.
In this context, the 'fragmented tipsiness' concept advocated by Fulu Family perfectly aligns with the needs of modern young people.
From new tea drinks to alcoholic beverages, Mixue Bingcheng is using 'Fulu Family' as a fulcrum to leverage a revolution in young consumption scenarios.


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## Citation metadata

- Publisher: New Distribution
- Author: 食部尚书
- Published: 2025-06-08
- Canonical: https://xinjignxiao.com/en/articles/mixue-bingcheng-selling-beer-243f94c2/
- Original source: https://mp.weixin.qq.com/s/plTei223-WImevCdKH8S8w

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