娃哈哈天猫旗舰店“换马甲”，宗馥莉渠道集权迈出关键一步

Core Insights - The recent renaming of Wahaha's Tmall flagship store has sparked market discussions, with concerns raised about the potential sale of the store's account [1] - The operational entity of the store is Hangzhou Hengyi E-commerce Co., Ltd., which is fully controlled by Hangzhou Hongchen Marketing Co., Ltd., and ultimately by Hongsheng Beverage Group, founded by Zong Fuli [4][8] - Zong Fuli's recent takeover of Wahaha Group in August 2024 marks a significant leadership transition, amidst ongoing inheritance disputes with her half-siblings [10] Group 1 - The Tmall flagship store's renaming reflects Zong Fuli's strategy to reshape corporate control and respond to industry competition, aiming to sever ties with Du Jianying and strengthen her direct brand matrix [10] - The previous store, "Tongyuan Kang Food Specialty Store," was registered under Tongyuan Kang E-commerce (Hangzhou) Co., Ltd., with Du Jianying as the actual controller [8] - The new Wahaha flagship store exclusively sells Wahaha-branded products, indicating a shift towards a more unified brand image and pricing system [1][10] Group 2 - Industry insiders suggest that the store's rebranding is part of a broader channel revolution within Wahaha, with Zong Fuli's strategic moves aimed at consolidating online, production, and distribution channels under her direct control [10] - The inability to find "Tongyuan Kang Food Specialty Store" on Tmall or Taobao as of August 19 indicates a potential disruption in the market, which could lead to user loss in the short term [1][10] - Long-term benefits may include a more cohesive brand identity and pricing strategy, which could ultimately strengthen Wahaha's market position [10]