“不变”的娃哈哈，“变了”的终端市场

Core Viewpoint - The rebranding of the Tmall Wahaha flagship store to "Tongyuan Kang Food Specialty Store" indicates a strategic shift for Wahaha as it terminates its partnership with the original store operator and seeks to adapt to market pressures from competitors like Nongfu Spring and Master Kong [1][5][6]. Group 1: Store and Operational Changes - The new store "Tongyuan Kang Food Specialty Store" has no Wahaha products and operates independently, with a customer service representative confirming that the partnership will end by the end of 2024 [1][5]. - The store has been operational for seven years and has 612,000 followers, selling various brands like OATLY and 乐荷 [5]. - Wahaha has initiated a tender for a new Tmall flagship store operator, aiming for an annual sales target of 45 million yuan and the creation of at least three online hit products [5][6]. Group 2: Changes in Distribution Strategy - Wahaha is terminating partnerships with distributors generating less than 3 million yuan in annual sales, consolidating operations with larger distributors to enhance efficiency [7]. - The company has seen a significant drop in daily sales on its Douyin flagship store, from 50,000-75,000 yuan to 10,000-25,000 yuan, alongside a decrease in followers [7]. - Wahaha has closed 18 production lines across various locations, while its new partner, Hongsheng Group, is investing in new production facilities, including a 1 billion yuan project for a new beverage base [8]. Group 3: Market Position and Strategic Response - The beverage industry is highly competitive, prompting Wahaha to modernize its operations and improve efficiency by reducing the number of small distributors [8]. - The strategic shift under the leadership of Zong Fuli aims to enhance market responsiveness and operational efficiency, which is a common practice in the fast-moving consumer goods sector [8]. - Experts suggest that Wahaha should address public concerns transparently to mitigate misunderstandings regarding its strategic decisions [9].