Core Viewpoint - The article discusses the strategic rebranding and management changes at Wahaha, led by Zong Fuli, aiming to establish a new independent business framework while distancing from the legacy of the Wahaha brand [3][11][30]. Group 1: Rebranding and Management Changes - The name change from "Hangzhou Wahaha Hongzhen Investment Co., Ltd." to "Hangzhou Hongzhen Investment Co., Ltd." signifies a broader trend where over ten companies associated with Wahaha are dropping the brand name [6][7]. - Zong Fuli is attempting to remove Wahaha from her business identity to gain full control over the company, as the old brand is tied to her father's legacy and management style [8][9]. - The removal of the Wahaha name is seen as a way to legally and commercially delineate her new business direction, allowing for independence from the old management framework [11][12]. Group 2: Challenges and Strategic Goals - The past year has been marked by significant upheaval as Zong Fuli aims to build a business structure that she can fully control, which includes replacing key executives and restructuring the management team [12][14]. - The introduction of new brands like "Wawa Xiaozong" and "Kellyone" reflects a shift towards creating a new identity, although the initial launch of "Wawa Xiaozong" has been postponed due to practical challenges [19][22]. - Zong Fuli's strategy involves leveraging existing resources from Wahaha while establishing a new order, indicating a transitional phase rather than a complete break from the past [22][29]. Group 3: Consumer Perception and Brand Loyalty - A significant challenge for the new brands is the lack of emotional connection with consumers, as Wahaha has built a strong legacy over decades that new brands do not possess [23][25]. - The potential negative perception of "betrayal" among consumers regarding the distancing from the Wahaha brand could complicate the promotion of new products [25][29]. - Zong Fuli recognizes the need to maintain a connection with the Wahaha brand in the short term to stabilize her new business framework while developing her own brand identity [26][29].