娃哈哈彻底改名！一个时代结束了

Core Viewpoint - The article discusses the potential rebranding of Wahaha to "Wah Xiaozong" under the leadership of Zong Fuli, highlighting the risks and implications of such a move in a competitive beverage market [3][5][20]. Group 1: Rebranding Strategy - Wahaha is planning to change its brand name to "Wah Xiaozong" starting from the 2026 sales year, as indicated in a leaked internal notice [9][12]. - The rebranding is seen as a necessary step for Zong Fuli to gain absolute control over the brand, as the current ownership structure complicates trademark usage [12][14]. - Zong Fuli has previously attempted to transfer the "Wahaha" trademark to her personal company but faced legal obstacles, making the rebranding a strategic move to bypass these issues [13][14]. Group 2: Market Position and Challenges - Wahaha's brand value is estimated at 91.1 billion yuan, but changing the name could confuse consumers and lead to a loss of brand loyalty, especially in lower-tier cities [20][21]. - The company has been facing declining sales and increased competition from rivals like Nongfu Spring, which poses a significant challenge for the new brand to establish itself [30][34]. - The rebranding effort may lead to short-term sales impacts, as existing distributors are already struggling with profitability due to recent changes in sales strategies [21][24]. Group 3: Future Prospects - If the rebranding is executed, it represents a gamble on the future of the brand, with the potential for significant market share loss if not managed properly [26][27]. - The company aims to return to a revenue scale of 70 billion yuan in 2024, but faces skepticism about its ability to maintain this performance amid fierce competition [28][29]. - Zong Fuli's strategy includes focusing on product differentiation and maintaining distributor confidence to ensure the new brand can thrive in a competitive landscape [37].