乳饮2025|传承、资本与产品力，老品牌的“三场仗”

Core Insights - The Chinese food and beverage industry is undergoing significant transformation in 2025, with traditional brands facing challenges such as channel restructuring, product upgrades, and public relations issues, while emerging brands are rapidly rising through differentiated positioning and digital marketing [1] - The cases of Wahaha, Huiyuan, and Sanyuan illustrate the struggles and adaptations of established dairy companies in this changing landscape [1] Wahaha - In 2025, Wahaha is embroiled in a complex ownership dispute, with its brand name locked in a stock equity deadlock, impacting its operational plans [3][4] - The company experienced a revenue decline from 512 billion yuan in 2022 to 500 billion yuan in 2023, followed by a rebound to 700 billion yuan in 2024, and a slight increase to 705 billion yuan in 2025, reflecting a market-driven approach under the leadership of Zong Fuli [4] - Wahaha has initiated a "surgical" channel reform, consolidating its distribution rights under the "Hongsheng system" to enhance vertical control over sales terminals [6] - The brand's transformation is hindered by unresolved historical issues and competition from emerging brands like "Wawa Xiaozong" and "Wawa Xiaozhi" [6][7] Huiyuan - Huiyuan is facing a capital struggle, with its e-commerce presence severely impacted due to a control dispute that has escalated into judicial confrontations [8][9] - The company has accused its investment partner, Wensheng Assets, of failing to fulfill financial commitments, leading to operational difficulties and product shortages [9][10] - Despite these challenges, Huiyuan is attempting to pivot its strategy by launching new product lines aimed at health-conscious consumers, while also signing a significant investment agreement to transition from a raw material supplier to an industry integrator [10][11] Sanyuan - Sanyuan has shifted its focus from scale expansion to high-margin, high-loyalty products, particularly in the low-temperature fresh milk segment, which has become a strategic priority [12] - The company reported a sales figure of 2.28 billion yuan in Beijing for the first three quarters of the year, reflecting a decline compared to the previous year, yet it remains competitive among A-share dairy companies [12] - Sanyuan's localized strategy includes re-establishing its brand presence in urban areas, transforming traditional stores into cultural landmarks that foster community engagement [13] - The industry is experiencing a shift from extensive growth to refined, digital operations, highlighting the need for traditional companies to adapt their governance structures and product offerings to meet evolving consumer demands [13]