娃哈哈“砍经销商”风波背后，冰柜之战生死时速

Core Viewpoint - Wahaha is undergoing significant changes in its distribution strategy, particularly targeting distributors with annual sales below 3 million yuan, which has sparked controversy and highlighted the challenges of reforming its traditional sales system under the leadership of Zong Fuli, the founder's daughter [1][2][4] Group 1: Background of the Incident - The controversy began with reports that Wahaha was eliminating distributors with annual sales below 3 million yuan and merging smaller distributors into larger ones, leading to disputes over payments [2] - Despite Wahaha's claim that the number of new distributors far exceeds those terminated, the experiences of frontline distributors reveal the harsh realities of the reform [2][3] Group 2: Icebox Strategy and Channel Reform - The core of the issue is the aggressive push for channel reform initiated by Zong Fuli, focusing on the deployment of iceboxes to enhance product visibility and sales [3] - Wahaha's investment in icebox deployment is unprecedented, with plans for over 60,000 iceboxes and 100,000 smart iceboxes, reflecting a shift towards modern and refined management of its sales system [3] - Stricter performance standards for distributors have been introduced, with sales targets for 2025 set to increase by 50% compared to 2024, creating significant pressure on those accustomed to traditional models [3] Group 3: Company Response and Market Implications - Wahaha's management has characterized the changes as a normal market strategy adjustment, attempting to frame the situation as a routine operational update [4] - Industry analysts emphasize the urgency of these reforms, noting that without adequate icebox presence, sales would be severely impacted, highlighting the competitive necessity of this strategy [4] - The overarching goal of the reforms is to enhance operational efficiency and market competitiveness, but balancing the pace of change with the needs of existing distributors remains a critical challenge for management [4]