Core Viewpoint - Yihe Hall is breaking the competitive deadlock in the tea beverage industry by adopting a "dual-track" strategy that targets both urban and rural markets, contrasting with other brands that focus solely on high-end urban consumers [3][5][33]. Group 1: Urban Strategy - Yihe Hall is engaging urban youth by creating immersive experiences, such as flagship stores near universities, to attract social media attention and foot traffic [3][11]. - The brand is leveraging the romantic imagery of cherry blossoms to appeal to young consumers' desire for social currency, making their products more than just beverages [11][12]. Group 2: Rural Strategy - In rural areas, Yihe Hall is using low-cost wall advertisements to penetrate the market, focusing on practical needs like affordability and refreshment [15][18]. - The pricing strategy includes offering a 1-liter version of their mint lemon drink for 6 yuan, which is competitive compared to other brands, thus catering to local consumption habits [22][26]. Group 3: Product Adaptation - Yihe Hall is not merely replicating urban menus in rural areas but is instead localizing its offerings, such as introducing larger drink sizes and hot beverage options to meet local preferences [26][30]. - The brand emphasizes quality over price competition, ensuring that their products are made with real ingredients, which helps to position them as a slightly more premium option compared to competitors like Mixue [29][30]. Group 4: Market Positioning - Yihe Hall's approach reflects a deeper understanding of the distinct needs of urban and rural consumers, moving away from the "low-end urban" perception of rural markets [26][30]. - The brand's strategy is seen as a practical application of rural revitalization in the new tea beverage sector, focusing on genuine consumer needs rather than superficial marketing [30][33]. Group 5: Brand Recognition - Despite having a loyal customer base, Yihe Hall struggles with overall brand visibility compared to larger competitors who invest heavily in marketing [31][32]. - The brand's reliance on word-of-mouth and localized marketing may limit its exposure, making it less recognizable in a crowded market [32]. Group 6: Future Implications - Yihe Hall's experiment suggests a potential new direction for the tea beverage industry, emphasizing the importance of understanding and addressing the real needs of both urban and rural consumers [33][34]. - The brand's success in navigating these markets could serve as a model for other companies looking to avoid the pitfalls of urban-centric competition [34].