冰红茶，会是宗馥莉的翻身仗吗？

Core Viewpoint - Wahaha is intensifying its marketing efforts, particularly for its iced tea product, as it faces significant operational challenges and competition in a saturated market. The new leadership under Zong Fuli is under pressure to prove its capability and revitalize the brand amidst declining sales in other product lines [4][5][8]. Marketing Strategy - Wahaha has launched aggressive marketing campaigns for its iced tea, including advertisements during the Spring Festival and sponsorship of popular variety shows, aiming to capture consumer attention [4][11]. - The iced tea product, which has been around since 1996, is being repositioned with updated recipes and promotional strategies to enhance its market presence [11][15]. Sales Performance and Market Challenges - In Q2 2025, sales of Wahaha's AD calcium milk dropped by 37% in East China, and the market share of its purified water decreased from 18% to 12% [5]. - The iced tea market is highly competitive, dominated by brands like Master Kong and Uni-President, making it challenging for Wahaha to establish a foothold [6][28]. Product Development and Innovation - Zong Fuli is focusing on iced tea as a potential flagship product to stabilize the company's performance, despite the category being crowded with established players [6][8]. - The company has also ventured into the no-sugar tea segment, launching a series of products, but the iced tea remains a priority due to its scalability potential [10][13]. Leadership and Strategic Direction - Zong Fuli's leadership is scrutinized due to past failures in product innovation and the need to address family disputes and shareholder concerns [9][24]. - The success of the iced tea initiative is critical for Zong Fuli to establish her authority and credibility as the new leader of Wahaha [25][32]. Market Dynamics - The iced tea market continues to grow, with sugary tea sales significantly outpacing no-sugar options, indicating a robust consumer demand for traditional flavors [27][30]. - Competitors are innovating with variations of iced tea, such as low-sugar and carbonated versions, which adds pressure on Wahaha to differentiate its product [30][31].