The fresh beer of Snow King is fully open for franchise

MIXUE Ice City has accelerated its fresh beer business.

On December 1st, the fresh beer brand "Fresh Beer Fu Lu Jia" announced the cancellation of its original "Old Recommendation New" franchise process, opening up franchise opportunities to all interested investors.

To encourage signing, the brand has launched a special incentive policy: new franchisees who sign before the end of the month can enjoy a three-year exemption from franchise fees and winter management fees, totaling 34,500 yuan.

After deducting store renovation and rent, the initial franchise threshold for opening a "Fresh Beer Fu Lu Jia" is only around 60,000 yuan.

Fu Lu Jia was established in 2021 and initially operated independently as a project incubated outside of MIXUE Ice City.

It wasn't until October of this year that the listed company acquired a 53% stake for 297 million yuan, achieving control and consolidation.

Before being acquired by MIXUE Group, Fu Lu Jia was actually controlled by Tian Haixia, who is the wife of Zhang Hongfu, one of the actual controllers of MIXUE Group and its director and CEO.

In 2023, the brand opened nationwide franchising for the first time, aiming to surpass 100 stores by April 2024. Subsequently, it expanded to 1,000 stores in just 14 months.

By the end of August 2025, Fu Lu Jia is expected to have 1,200 stores, with a large concentration in MIXUE's home base of Henan.

The products continue the consistent fruit flavor and cost-performance positioning of the MIXUE brand.

The cheapest Fu Lu fresh beer is priced at 5.9 yuan/500ml, with the most concentrated price range being the 9.9 yuan/500ml fruit beer, milk beer, and tea beer series.

According to Narrow Door Restaurant Eye data, the average customer spending at Fu Lu Jia is only 17 yuan, less than half of similar brands like Taishan Raw Beer, Heineken, and Derunberg.

MIXUE maintains low prices through a strong supply chain and achieves scale expansion and raw material supply profitability through its franchise network.

Against the backdrop of slowing growth in its 40,000 MIXUE Ice City stores, developing new categories based on the existing system has become a necessary choice.

Compared to milk tea and coffee, freshly tapped beer focuses on nighttime consumption scenarios, where competition is less intense and standardization is higher.

In Fu Lu Jia stores, after customers place their orders, employees directly pour beer from the fresh beer cans on the wall, eliminating the complex preparation and mixing processes of tea beverage shops.

On the backend, Fu Lu Jia has built a ten-thousand-ton brewery in Wenxian, Jiaozuo, Henan, and reuses MIXUE Ice City's nationwide cold chain logistics system that penetrates deep into the market.

More importantly, the trust accumulated from franchisees and the advantages of the supply chain that MIXUE has built over the long term lay the foundation for its future expansion into first-tier cities.

Just two days before the full opening of franchise opportunities for Fresh Beer Fu Lu Jia, MIXUE's coffee brand "Lucky Coffee" announced that its signed stores in Beijing have surpassed 100, officially entering the "10,000-store club."