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].

Core Viewpoint - The Pu'er tea industry is facing unprecedented challenges due to economic downturns and cautious consumer behavior, prompting major brands like Da Yi Tea to shift their strategies towards more accessible products for ordinary consumers [1][2][6]. Group 1: Market Dynamics - Da Yi Tea launched a new product line, "Da Yi Legend 1975," with prices not exceeding 1000 yuan, aiming to shift focus from 20% of collectors to 80% of regular consumers [1][2]. - The high-end tea market is experiencing a decline, with issues such as counterfeit products and a loss of consumer trust affecting the industry's value system [2][12]. - The overall market for Pu'er tea in China is projected to grow from 9.4 billion yuan in 2016 to 27.8 billion yuan by 2025, driven by health trends and increased tea consumption [9]. Group 2: Strategic Shifts - Da Yi Tea's new strategy emphasizes drinking value and daily consumption over investment and scarcity, targeting a broader consumer base [6][17]. - Other high-end tea brands, such as Xiao Guan Tea, are also pivoting towards affordable product lines to adapt to changing market conditions [13][14]. - The shift towards more accessible pricing reflects a broader industry trend where high-end brands are moving from luxury positioning to everyday consumer products [17][18]. Group 3: Consumer Trends - The demand for healthy beverages is rising, with policies promoting health-conscious choices, positioning Pu'er tea favorably in the market [15]. - New tea drink brands are capturing the younger demographic with trendy, convenient options, posing a challenge to traditional tea companies [14][15]. - The high-end tea market is being redefined, focusing on real consumer experiences and brand engagement rather than solely on premium pricing and scarcity narratives [18].