Core Viewpoint - The article discusses the challenges faced by Yunnan's leading tea company, Da Yi Group, in the current cautious consumer environment and its strategic shift to attract a broader customer base beyond collectors [1][2][3]. Company Strategy - Da Yi Group, under the leadership of Chairman Zhang Yafeng, is shifting its focus from high-end collectors to ordinary consumers, aiming to expand its market presence [3][4]. - The company plans to launch a strategic product, "Da Yi Legend 1975," priced between 198 yuan and 998 yuan, to appeal to a wider audience [9][10]. - The new product aims to balance taste and accessibility, catering to various consumption scenarios such as gifting and business [11]. Market Challenges - The Pu'er tea industry is facing significant challenges, including issues of counterfeit products and a lack of standardization, which have eroded consumer trust [7][8]. - The traditional collector-driven market is shrinking, necessitating a shift towards business and mass-market segments for growth [6][8]. Growth Objectives - Zhang Yafeng has set an ambitious goal for Da Yi Group to become a "100 billion tea enterprise," despite the current market size of the Pu'er tea sector being projected at 27.8 billion yuan by 2025 [13][14]. - The company is focusing on channel restructuring and expanding its customer base to achieve this target [14][15]. Marketing and Distribution - Da Yi Group is investing in advertising at major transportation hubs and enhancing its online presence through e-commerce platforms [12][17]. - The company has established over 2,100 brand specialty stores nationwide and is developing tea experience spaces in high-traffic areas [14][16]. Historical Context - Da Yi Group has a rich history, originating from the Menghai Tea Factory founded in 1940, and has evolved into a leader in the high-end Pu'er tea market [19][22]. - The company has maintained a dominant market share, holding 80% of the high-end Pu'er tea market for the past decade [22].