宗馥莉的第二次“自伤式袭击”

Core Viewpoint - The article discusses the ongoing power struggle within Wahaha Group, focusing on Zong Fuli's attempts to assert control over the brand and the company amidst internal conflicts and external pressures [1][11]. Group 1: Zong Fuli's Leadership and Strategy - Zong Fuli initiated a significant power play by resigning last year, which ultimately led to her becoming the chairman of Wahaha and acquiring all shares held by her father, Zong Qinghou [2][5]. - Recently, Zong Fuli has proposed to replace the iconic "Wahaha" brand with a new brand called "Wawa Xiaozong," which she controls through Hongsheng Beverage [3][4]. - The Wahaha brand is valued at over 90 billion, and changing it could erase decades of brand equity built during Zong Qinghou's era [4][5]. Group 2: Internal Conflicts and Brand Control - Zong Fuli currently holds 29.4% of Wahaha Group, while the employee stockholding committee owns 24.6%, limiting her control over the brand [5][12]. - Attempts to transfer the Wahaha trademark to a company she controls were unsuccessful, prompting her to accelerate the rebranding process [5][6]. - Zong Fuli's strategy includes phasing out Wahaha-related enterprises and promoting new brands, indicating a significant shift in the company's direction [6][7]. Group 3: Market Challenges and Dealer Resistance - The introduction of "Wawa Xiaozong" faces skepticism from dealers, with reports indicating that 99% of Wahaha dealers are unwilling to sell the new brand [8][9]. - Despite a projected revenue increase to 700 billion in 2024, dealers are under pressure to meet higher sales targets without new hit products [9][10]. - The previous brand KELLYONE, also launched by Zong Fuli, failed to gain traction, raising concerns about the viability of new brands [10][11]. Group 4: Legal and Inheritance Issues - Zong Fuli is embroiled in a legal battle over inheritance rights, which complicates her control over Wahaha Group and its assets [12][13]. - The ongoing inheritance dispute with her siblings poses a significant threat to her leadership and the company's future direction [13][14]. - The brand change may be a strategic move to mitigate the impact of these legal challenges and assert her authority [13][14].