每经品牌观丨娃哈哈争议需回归原点 最是品牌不可辜负

Core Viewpoint - The controversy surrounding Wahaha reflects the historical choices and current challenges faced by the company, particularly under the leadership of Zong Fuli, following the death of Zong Qinghou. The brand's value is emphasized as its core asset, and the focus should be on maintaining and enhancing this brand value amidst various disputes and changes [1][2]. Group 1: Brand and Corporate Structure - Wahaha's external operational model, which has been a source of controversy, can be traced back to the brand protection strategies employed during the late 1990s when foreign investment was introduced. The brand was retained by Wahaha Group, allowing it to grow independently of foreign control [2]. - As of the end of 2022, state-owned Wahaha Group accounted for only 15.67% of the total assets of the Wahaha system, with revenues and net profits at 2.74% and 0.39% respectively, indicating a significant portion of profits is generated outside of state control [2]. Group 2: Leadership and Management Changes - Zong Fuli's management style differs significantly from that of Zong Qinghou, focusing on efficiency and reform. This shift aims to transform Wahaha from a "familial organization" to a "market-oriented organization," which may disrupt existing利益格局 [3]. - Wahaha's projected revenue for 2024 is over 72.8 billion yuan, representing a 36.7% year-on-year increase, which reflects the short-term momentum generated by the reforms [3]. Group 3: Brand Value and Consumer Trust - The greatest challenge for Zong Fuli lies in maintaining the brand's value system, as her reforms are perceived as a betrayal of the original corporate values instilled by Zong Qinghou. The public's perception of Wahaha is closely tied to Zong Qinghou's legacy [3][4]. - To ensure sustainable development and brand value, Zong Fuli must find a new balance of interests that respects state-owned equity and protects employee rights, ultimately gaining consumer trust [4].