娃哈哈代工背后，宗馥莉的品牌与控制权博弈战

Core Viewpoint - The controversy surrounding Wahaha's bottled water outsourcing has sparked significant public interest, raising questions about brand premium and production practices in the beverage industry [1][3]. Group 1: Outsourcing and Production Issues - Consumers discovered that Wahaha's bottled water is produced by various companies, including Jinmailang, leading to concerns about the brand's pricing strategy [3]. - Wahaha's official response indicated that increased demand for bottled water in 2024 led to capacity constraints, prompting the outsourcing to Jinmailang, which delivered 1.2 billion bottles before the partnership ended due to quality issues [5]. - Following the death of founder Zong Qinghou, the company has faced scrutiny over production capacity and operational adjustments, including the closure of multiple factories [5][7]. Group 2: Leadership and Strategic Changes - Under the leadership of Zong Qinghou's daughter, Zong Fuli, Wahaha has undergone significant changes, including restructuring departments and altering employee policies, indicating a shift towards a more modern corporate structure [11][13]. - Zong Fuli has also registered new trademarks and expanded product lines, aiming to revitalize the brand and maintain its market position [13]. Group 3: Industry Trends and Outsourcing Dynamics - The beverage industry is increasingly adopting outsourcing, with the proportion of outsourced production rising from 8% in 2015 to 27% in 2024, and bottled water outsourcing reaching 63.7% in 2023 [14][16]. - Outsourcing offers cost advantages and efficiency improvements, but it also poses risks related to quality control and innovation, as seen in past incidents with other brands [19][21][22]. Group 4: Brand Perception and Consumer Trust - The current debate centers on whether Wahaha's brand premium is justified, as consumers grapple with the implications of outsourcing on product quality and brand loyalty [23][25]. - The balance between scaling operations and maintaining quality is crucial for the future competitiveness of the beverage industry, particularly for established brands like Wahaha [25][26].