风暴中的娃哈哈经销商

Core Insights - The company aims to achieve an annual sales revenue of 100 billion yuan, a goal set by its founder, but has faced challenges in recent years, with revenue dropping to around 70 billion yuan in 2024 [1][3] - The company is currently dealing with a significant inheritance dispute involving the founder's children, which has created a challenging environment for the new leadership [1][4] - Despite the turmoil, some distributors report that sales have remained stable, although overall performance has not met expectations [5][6] Sales Performance - Following the founder's death, there was a temporary surge in sales, with a reported 500% increase in online sales, but this momentum has not continued into the current year [3][4] - Recent data indicates a significant decline in daily sales on e-commerce platforms, dropping from 10,000-12,000 units to 5,000-7,500 units [5] - Year-on-year comparisons show that many distributors have not experienced significant growth, with some reporting a decline of at least 30% in sales [6][8] Distributor Challenges - Distributors are facing pressure to achieve a 50% increase in sales, a target many believe is unrealistic [10][12] - Some distributors are struggling with inventory issues, selling products at a loss due to price pressures [8][12] - The company has closed 18 production lines this year, impacting its ability to meet demand and maintain sales levels [12][14] Strategic Adjustments - The new leadership is implementing changes to improve distributor support and market responsiveness, including assigning dedicated personnel to assist distributors [10][14] - The company is focusing on enhancing its distribution channels and increasing the visibility of its products in retail spaces [15] - There is a noted lack of new product offerings, which may hinder the company's ability to attract consumer interest and drive sales growth [15]