“娃哈哈”换“娃小宗”，经销商们怎么看？

Core Viewpoint - The recent announcement regarding the brand change from "Wahaha" to "Wawaixiong" has raised concerns among distributors and stakeholders, highlighting the complexities of brand ownership and the implications of the current shareholding structure [1][3][12]. Group 1: Brand Change Announcement - A document titled "Notice on the Communication Work of Distributors for the 2026 Sales Year" indicates that starting from the 2026 sales year, the "Wahaha" brand will be replaced by the new brand "Wawaixiong" [1]. - The document was signed by several companies under the Hongsheng Group, which is controlled by the current chairman and general manager, Zong Fuli [1][3]. - The brand change is attributed to the requirement for unanimous consent from all shareholders of Wahaha Group for the use of the "Wahaha" trademark under the current shareholding structure [3][12]. Group 2: Trademark Applications - Hongsheng Beverage Group applied for 45 "Wawaixiong" trademarks across various international categories in May 2025 [2]. Group 3: Distributor Reactions - Distributors have expressed mixed reactions to the brand change, with some showing willingness to try the new brand while others are hesitant due to lack of market recognition [6][9]. - Many distributors have not received formal notifications regarding the brand change, leading to confusion and uncertainty about future sales strategies [7][9]. Group 4: Shareholding Structure and Legal Implications - The shareholding structure of Wahaha Group includes 46% held by Hangzhou Shangcheng Wen Shang Travel Investment Holding Group, 29.4% by Zong Fuli, and 24.6% by the employee shareholding committee [13]. - The employee shareholding committee's status is complicated due to ongoing litigation regarding the 2018 stock buyback, which has not been fully resolved [13][14]. Group 5: Historical Context and Brand Management - Hongsheng Beverage Group, established in 2003, was originally a contract manufacturer for Wahaha, and has since expanded its production capabilities significantly [14]. - Previous attempts by Zong Fuli to transfer "Wahaha" trademarks to her company were halted, indicating ongoing challenges in brand management and ownership [15][16]. - The history of brand management in the beverage industry, including the case of Jianlibao, serves as a cautionary tale for Wahaha regarding brand inheritance and market positioning [20][22].