作者：李惠琳 云南头部茶企，寻找破局之路。 "消费趋于谨慎......普洱茶行业，同样身处这场寒流之中。"7月底，大益集团董事长张亚峰，现身广州， 直言行业压力。 她领衔的这家老牌茶企，迄今已有85年历史，在高端普洱茶市场，销量居首。据云南省工商联数据，大 益旗下核心企业"勐海茶厂"，2023年营收13.3亿元。 大益的主力客群一度为藏家，现在遭遇变局，开始设法突围。 "困境之中，往往孕育着最大的转机。挑战越大，变革的紧迫性越强。" 张亚峰宣告大益茶的战略转向，将扩客场重心转向普通消费者，并且建立标准，推战略单品，扩展增 量。 执掌大益近4年，张亚峰到了一个新关口。 走出藏客 相比过去动辄数万的茶饼，其价格带明显下移。 在口感上，大益则追求普适性，满足品饮、礼品、商务、收藏的属性。 "喝茶的终局是喝普洱"。 基于其"越陈越香"产品特性，很长一段时间，普洱茶在圈内称作"金融茶"，较为依赖收藏投资驱动。 大益主营高端普洱茶，打造的"轩辕号""千羽孔雀"等产品，动辄数万元一饼，核心客户即为藏家和投资 者，而这一部分客群，只占总客群的20%。 如今，收藏市场遇冷，活跃藏客规模收窄，"以藏养销"模式难以为继。大益需要转 ...

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].