宗馥莉已回娃哈哈上班！“娃小宗”仅41天就“退场”，知情人士：部分经销商不信任“娃小宗”，拒绝支付保证金

Core Viewpoint - The recent developments in Wahaha's brand strategy indicate a significant reversal, with the company deciding to continue using the "Wahaha" brand for 2026, sidelining the newly introduced "Wawa Xiaozong" brand [3][4]. Group 1: Brand Strategy and Management Changes - On October 23, it was confirmed that the macro victory system will continue to use the Wahaha brand in 2026, and there will be no introduction of other brands [3]. - Following her resignation in September, Zong Fuli has returned to work at Wahaha, now acting as the president of Macro Beverage Group [5][7]. - The internal conflict leading to the creation of the "Wawa Xiaozong" brand stemmed from Zong Fuli's restructuring efforts, which created tensions regarding brand ownership and trademark usage [9][10]. Group 2: Dealer Reactions and Market Dynamics - Some dealers expressed distrust towards the "Wawa Xiaozong" brand, leading to a significant shortfall in the collection of guarantee deposits, with only 10%-20% completion compared to the previous year [12]. - Conversely, larger and long-term dealers showed loyalty to the Wahaha brand, viewing the brand transition as a normal part of business evolution [13]. - The internal communications indicated that dealers were instructed not to represent "Wawa Xiaozong," further complicating the brand's market acceptance [18]. Group 3: Historical Context and Trademark Issues - Zong Fuli's resignation was reportedly linked to issues surrounding the compliance of trademark usage, which has been a contentious point within the company [10][15]. - The Macro Group has been actively applying for trademarks related to "Wawa Xiaozong," indicating a strategic pivot towards establishing a new brand identity [15][16].