---
title: "Da Ma Bang on the Ancient Tea Horse Road: Besides Red Bull, It's Him! Why?"
description: "Da Ma Bang, a beverage brand from the Ancient Tea Horse Road, positions itself with selected quality fruits. Its founder, Li Qiwei, traveled the road dozens of times to source exotic fruits from Southeast Asia, launching the brand in 2001. The company focuses on fresh fruit juice, targeting special channels like restaurants and tourist attractions, and aims to partner with distributors for mutual growth."
author: "老纳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-11-06"
language: "en"
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# Da Ma Bang on the Ancient Tea Horse Road: Besides Red Bull, It's Him! Why?

> Da Ma Bang, a beverage brand from the Ancient Tea Horse Road, positions itself with selected quality fruits. Its founder, Li Qiwei, traveled the road dozens of times to source exotic fruits from Southeast Asia, launching the brand in 2001. The company focuses on fresh fruit juice, targeting special channels like restaurants and tourist attractions, and aims to partner with distributors for mutual growth.

Da Ma Bang on the Ancient Tea Horse Road: Besides Red Bull, It's Him! Why?
Positioning: Selected Quality Fruits
Since ancient times, the Ancient Tea Horse Road has been an economic hub connecting China with Myanmar, Thailand, and Vietnam. The caravan men were the human conveyor belt on this route, using their simplicity to transport Chinese tea to Southeast Asian countries and bring back fruits and beverages.
Da Ma Bang – Carrying Exotic Delights
As heavy laborers, the caravan men had an inseparable story with Red Bull. In the 1980s, before Chinese Red Bull existed, caravan men and Thai rickshaw pullers were the biggest consumers of Red Bull, specifically the "8x Bull" (with 8x taurine) because of its strong taste and lasting kick.
No one knows if Yan Bin traveled the Tea Horse Road to Thailand and brought back Red Bull. Although Chinese Red Bull quickly gained fame, caravan men retained their habit of drinking 8x Bull, consuming more Thai and Vietnamese versions.
When Yan Bin introduced Red Bull from Thailand and sparked a functional drink craze in China, a fruit merchant saw an opportunity to import beverages from Southeast Asia. Instead of adopting existing brands or formulas, he walked the Tea Horse Road dozens of times with the caravan men.
During his travels, he discovered that the caravan men brought back various fruits, each with unique flavors and rich nutrition, perfect as gifts. He saw the future potential of these fruits, specifically the juice market he had been seeking. In 2001, he founded Da Ma Bang Beverage. He is Mr. Li Qiwei, also known as "Boss Li" among those familiar with the Tea Horse Road.
From the company's inception, Da Ma Bang has adhered to the principle of using whole, fresh fruits for juicing, ensuring fresh taste and authentic flavor. Gradually, Da Ma Bang became a gift exchanged between caravan men and Southeast Asian clients. Tourists on the Tea Horse Road also take this specialty beverage as a souvenir for their loved ones.
Although Da Ma Bang hasn't become as instantly popular as Red Bull, Li Qiwei has no regrets. As he says: "The Tea Horse Road has a history of thousands of years, and people have lived slowly. During long journeys, caravan men and local residents formed deep friendships. If you rush too much, things won't last. Only in the slow process can we discover the true meaning of life."
People should, like the caravan men, wait for their souls to catch up with their steps...
Team: Professional Team Operation
The bottle design of Da Ma Bang is also interesting, especially the 300ML wide-mouth bottle. It allows consumers to drink freely and experience the ruggedness of the caravan men from a thousand years ago, encapsulating Yunnan's exotic charm in a small wide-mouth bottle. Most importantly, the empty bottle is an excellent tea-drinking vessel, highlighting the caravan men's love for Southeast Asian exotic fruits and the tea culture of the Tea Horse Road.
A good product needs a good execution team. Mr. Li understands that only by letting professionals do their jobs can this product go beyond Yunnan. Currently, the Da Ma Bang team has professional backgrounds, with members from Pepsi, Coca-Cola, Master Kong, and JDB, each with at least 10 years of experience.
Integrating old and new team members, and people from different corporate cultures, is an art. If integration fails, even a billionaire's team can't find direction. The unsuccessful case of Evergrande Spring Water taught a lesson: real estate people looked down on FMCG, and FMCG people disliked real estate. Different cultures formed factions like Cola Spring, Nongfu Spring, but no true Evergrande Spring.
To avoid this, Li Qiwei acts as an ambassador, telling employees: "We are not just workers and managers, but partners in entrepreneurship. I have the industry chain, you have team experience. You are also shareholders; the better the company develops, the more you earn based on your experience. Management must be fair, open, and transparent, without personal feelings. Integrate everyone's experience into a code of conduct suitable for Da Ma Bang."
Under Mr. Li's coordination, Da Ma Bang has no distinction between new and old, or backgrounds. There are only Da Ma Bang people, united to take the brand nationwide.
Channels: Restaurants and Tourist Attractions
In channel selection, Da Ma Bang uses special channels like restaurants to drive traditional channels. Although Da Ma Bang tastes good, it's less known than big brands, so consumers must taste its unique flavor immediately after purchase to win their minds.
This is where tourist attractions and restaurant channels come in. At attractions, Da Ma Bang juice highlights Yunnan's exotic fruit flavors, letting you experience the purest Yunnan juice. Many tourists, after tasting, take Da Ma Bang juice, especially the 300ML bottles, as gifts by the case.
In restaurants, Da Ma Bang juice runs display activities and offers a unique experience: after drinking, use the bottle to brew Yunnan tea, creating novelty. Daily tastings in restaurants attract consumers with pure fruit flavors. In this channel, Da Ma Bang can rival Wanglaoji.
Although performance in traditional and modern channels isn't outstanding yet, the team is striving to create models and find sustainable policies.
With the rise of post-95s consumers, whose purchasing power is double that of post-80s, they crave novelty, adventure, and mystery. The caravan culture, Tea Horse Road legends, and Yunnan exotic fruits undoubtedly attract them. So Da Ma Bang is prioritizing e-commerce and promoting Yunnan culture. Through word-of-mouth, Da Ma Bang juice has the potential to become the next internet sensation.
Prospects: A Fresh-Squeezed Celebration
The concept of "fresh-squeezed" has become popular recently, especially with Special Forces and Happy Family's fresh coconut juice campaigns. Special Forces' sales are approaching Coconut Tree's, and Happy Family's coconut juice exceeds 1 billion annually. Happy Family, previously a canned food giant, saw canned sales under 1 billion for 20 years. Since entering beverages in 2014 with fresh coconut juice, sales doubled yearly, surpassing 1 billion in 2017.
Such a cross-industry company, despite unfamiliarity with product concepts and packaging, easily crossed the 1 billion mark. This shows the beverage industry's prospects and the concept's appeal to consumers.
Da Ma Bang's 300ml teacup-style juice comes in five flavors: passion fruit, mango, blueberry, apple, and hawthorn. Made from fresh fruits, it offers pure taste, richer than single coconut juice. Yunnan's clear skies and pollution-free environment ensure the fresh-squeezed fruit juice's flavor.
Commitment: Seeking Entrepreneurial Partners
Distributors have five worries: product homogeneity, team building, low-price cross-selling, lack of sell-through, and inventory pressure. These worries can turn hair gray. Mr. Li, having experienced roles as manufacturer salesperson, distributor owner, and entrepreneur, understands that only when distributors are satisfied can the entire business chain thrive.
So from launch, Mr. Li formulated policies targeting these five worries, with sell-through plans and precise execution. Policies, activities, and terminal materials are strictly implemented, with personnel and rewards timely delivered.
From every step to details, Da Ma Bang ensures every aspect is handled, truly promoting to attract consumer attention and boost sales for every distributor and terminal.
This product seeks not just distributors but long-term partners. By understanding consumers and market needs, making each product with care, and maintaining the right attitude, Da Ma Bang aims for win-win cooperation with distributors, driving rapid brand growth.
Manufacturers and distributors work together to win!
Da Ma Bang people, work hard!
Da Ma Bang people, strive hard!
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