Xuewang Fresh Beer is now fully open for franchising.
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Mixue Ice City's fresh beer business has pressed the acceleration button.
On December 1st, Mixue Ice City's fresh beer brand "Fresh Beer Fu Lu Jia" announced it would cancel the original "old recommends new" franchise process, opening franchise opportunities to all interested investors.
To encourage signing up, the brand launched a special incentive policy: new franchisees who sign contracts before the end of the month can enjoy a three-year exemption from franchise and winter management fees, totaling 34,500 yuan.
After deducting store renovation and rent, the initial threshold for opening a "Fresh Beer Fu Lu Jia" store is currently only about 60,000 yuan.
Fu Lu Jia was founded in 2021 and initially operated independently as a project incubated outside Mixue Ice City.
It was not until October this year that the listed company acquired 53% of its shares for 297 million yuan, gaining control and consolidating it into its financial statements.
Before being acquired by Mixue Group, the actual controller of Fu Lu Jia was Tian Haixia, the wife of Zhang Hongfu, one of the actual controllers, directors, and CEO of Mixue Group.
In 2023, the brand opened national franchises for the first time, surpassing 100 stores by April 2024. Then, in just 14 months, it expanded to 1,000 stores.
By the end of August 2025, Fu Lu Jia will have 1,200 stores, with a large number of outlets concentrated in Mixue's stronghold, Henan.
The products continue Mixue’s traditional positioning of fruity flavors and high cost performance.
The cheapest Fu Lu fresh beer is priced at 5.9 yuan/500ml, and the most common price band is 9.9 yuan/500ml for fruit beer, milk beer, and tea beer series.
According to data from Narrow Gate Restaurant Eye, Fu Lu Jia’s per-customer transaction is only 17 yuan, less than half that of similar brands like Taishan Original Brew, Helen’s, or Derenburg.
Mixue maintains low prices by relying on a strong supply chain and achieves scale expansion and ingredient supply profits through its franchise network.
Against the backdrop of slowing growth in its 40,000 Mixue Ice City stores, leveraging its existing system to develop new product categories has become an inevitable choice.
Compared to milk tea and coffee, fresh-draft beer focuses on nighttime consumption scenarios, where competition in this segmented track is less fierce, yet the level of standardization is higher.
At Fresh Beer Fu Lu Jia stores, after customers place their orders, staff directly pour beer from wall-mounted fresh beer kegs for takeout, eliminating the complicated preparation and mixing processes of tea shops.
On the back end, Fu Lu Jia has built a ten-thousand-ton brewery in Wen County, Jiaozuo, Henan, and reuses Mixue Ice City’s nationwide cold chain logistics system that penetrates deeply into lower-tier markets.
More importantly, the long-term accumulation of franchisee trust and supply chain system advantages by Mixue lays the foundation for its future expansion into first-tier cities.
Just two days before Fresh Beer Fu Lu Jia fully opened franchise opportunities, Mixue’s coffee brand "Lucky Coffee" announced it had surpassed 100 contracted stores in Beijing, officially joining the “Ten-Thousand Store Club.”
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