Core Insights - The tea industry is undergoing transformation as consumer confidence stabilizes and shifts towards personal achievement and quality consumption [1][2][3][4] Group 1: Acceptance of the New Normal - Consumers are beginning to adapt to the "new normal," characterized by single-digit growth and cautious spending behavior, with tea consumption showing resilience [6][7] - The annual total consumption is projected to grow by 2.3% in 2025, remaining stable compared to the 2.4% growth expected in 2024, despite a decline in household income growth expectations from 2.5% to 1.4% [6][7] - The proportion of consumption to disposable income has shifted from -0.5% to 0.0%, indicating a cautious yet stable approach to spending [6] Group 2: Stability of Consumer Confidence - Overall consumer confidence is stabilizing, but there is a noticeable structural differentiation within tea consumption groups [11] - Rural consumers, particularly high-income and younger demographics, are showing increased optimism and willingness to spend, driven by rural revitalization policies [14] - In contrast, consumer confidence in first and second-tier cities is declining, particularly among high-income groups, with a notable drop in optimism among older generations [15][17][18] Group 3: Focus on Personal Value - There is a shift in consumer intent, with a decreasing correlation between overall consumption willingness and individual consumption intentions, leading to more rational purchasing decisions [19] - Consumers are increasingly willing to invest in education, health products, and travel, indicating a preference for products that enhance personal value [21] - The tea industry can capitalize on this trend by developing educational programs, functional tea products, and integrating tea culture with tourism, which are expected to see accelerated growth [22][25]