“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" has raised speculation about the company's future direction and its ongoing challenges in the competitive beverage market [1][5]. Group 1: Store Rebranding and Operations - The Tmall store has ceased to offer Wahaha products, with customer service indicating that the partnership will end by the end of 2024 [1]. - The new store is operated by a subsidiary of Hongsheng Group, which is controlled by Wahaha's chairman, Zong Fuli [6]. - The store "Tongyuan Kang Food Specialty Store" has been operational for seven years and has 612,000 followers, selling various brands [5]. Group 2: Strategic Changes and Market Position - Wahaha is undergoing channel reforms and optimizing its terminal layout to adapt to market pressures from competitors like Nongfu Spring and Master Kong [1]. - The company has announced a target of 45 million yuan in annual sales for its Tmall flagship store, aiming to create at least three online hit products [5]. - Wahaha has also initiated a bidding process for the operation of its Tmall flagship store, indicating a shift in its operational strategy [6]. Group 3: Distributor and Production Adjustments - Wahaha has been terminating contracts with underperforming distributors, specifically those with annual sales below 3 million yuan, to streamline its distribution network [7]. - The company has closed 18 production lines across various locations, while Hongsheng Group is investing in new production facilities, including a 1 billion yuan project in Xi'an [8]. - The strategic shift aims to enhance market responsiveness and operational efficiency, reflecting a broader trend in the fast-moving consumer goods sector [8].