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娃哈哈彻底改名!一个时代结束了
商业洞察· 2025-09-30 09:25
以下文章来源于李东阳朋友圈 ,作者李东阳 李东阳朋友圈 . 李东阳,500万粉丝营销博主、《首席营销官》主理人。聊营销、说品牌,欢迎志同道合的朋友围观。永远思考,永远保持怀疑。+V:ldy8963 一起探讨 商业,挖掘营销底层逻辑。 作者: 李东阳 来源: 李东阳朋友圈 品牌改名,一向是不少企业家痴迷的逆天改命玄学招数,但整容不动骨的策略很可能陷入既陪夫人又折兵的困境。 先问各位脑海里有哪些好记又朗朗上口的品牌名? 可口可乐是绕不过去的里程碑,但在国内,我认为娃哈哈同样有异曲同工之妙,发音轻快又有童趣,上到九十九下到刚会走看一眼都能记住。 图源 :微博@新浪财经 以当下的朴素视角来看,宗馥莉这波改名似乎有些冒进,毕竟娃哈哈积累了一代又一代人的情怀和信任,从零开始很容易把自己变成杂牌。 但从现实因素考量,宗馥莉改名,也是无奈之举。 01 娃哈哈改名风波 目光聚焦在娃哈哈接班人宗馥莉的身上,她不是个高调做事的人,但争产案以及接班后的雷霆手段将其推上了风口浪尖。 但最近,据财新报道,宗馥莉执掌下的娃哈哈正在尝试换标、关停工厂、渠道等。这个9月,一份娃哈哈《关于开展2026销售年度经销商沟通工作 的通知》(以上简称通 ...
娃哈哈将换标“娃小宗”?淘宝将下线小时达;淘小胖加速全国布局
Sou Hu Cai Jing· 2025-09-25 16:59
今日多条要点,一起来看详情↓ ↓ ↓ 娃哈哈经销商回应换标传闻 9月25日,"娃哈哈将换标娃小宗"登上微博热搜。据媒体报道,宗馥莉执掌下的娃哈哈正在尝试换标、关停工厂、渠道等。9月,一份娃哈哈 《关于开展2026销售年度经销商沟通工作的通知》流出,通知显示,为维护"娃哈哈"品牌使用的合规性,娃哈哈集团决定从2026年新的销售年 度起,更换使用新品牌"娃小宗"。9月25日,多家娃哈哈的经销商均表示不清楚换标事宜。杭州一家娃哈哈的特约经销商工作人员表示,没收 到相关的通知,目前店里售卖的都是"娃哈哈"牌,并表示"娃哈哈是老牌子了,怎么会换呢?"另外两家杭州娃哈哈经销商表示"没听过这个说 法。"金华一家经销商则称"商标不会改的",并表示自己关注到了网上的消息,但是如果改商标可能会对生意产生影响,"就算要改第三方经销 商也不会同意的"。 图源:企查查 京东折扣超市全国第六家店正式开业 9月25日消息,京东折扣超市河北固安尚品爱购城市广场店今日正式开业。这是今年8月以来,京东折扣超市在全国开设的第6家门店。据悉, 开业当天一早,店内便迎来爆满人流,众多市民提前排队等候,多款商品被抢断货。 胖东来大月饼海外卖到168元 ...
另立门户?宗馥莉欲启用“娃小宗”取代“娃哈哈”?多个娃哈哈经销商回应
Mei Ri Jing Ji Xin Wen· 2025-09-13 23:28
Core Viewpoint - The company Wahaha is planning to transition to a new brand "Wah Xiaozong" starting from the 2026 sales year, following the passing of its founder and in an effort to address historical issues related to brand compliance [1]. Group 1 - An internal document from Hangzhou Wahaha Honghui Food and Beverage Co., Ltd. indicates the decision to adopt the new brand "Wah Xiaozong" [1]. - The trademark for "Wah Xiaozong" is currently owned by Hongsheng Beverage Group, with the application date noted as May 2025 [3]. - Distributors of Wahaha have reported a decline in sales, with current sales at 80% of the same period last year, indicating a drop from the peak performance of the brand [3]. Group 2 - As of the evening of September 13, inquiries made to Wahaha for confirmation of the brand change have not received a response [2]. - The controlling shareholder of Honghui Food is Hangzhou Hongchen Marketing Co., Ltd., which is fully owned by Hongsheng Group [2]. - Distributors have expressed uncertainty regarding the brand change, with some stating they are unaware of any communication regarding the 2026 sales year [3].
另立门户?宗馥莉欲启用新品牌“娃小宗”取代“娃哈哈”?多个娃哈哈经销商回应!有经销商称“今年销量只有去年同期的80%”
Mei Ri Jing Ji Xin Wen· 2025-09-13 16:10
Group 1 - The core point of the article is that Wahaha may be transitioning to a new brand "Wah Xiaozong" starting from the 2026 sales year due to compliance issues following the founder's passing [1][2] - An internal document from Hangzhou Wahaha Honghui Food and Beverage Co., Ltd. indicates that the company is addressing historical issues to maintain the compliance of the "Wahaha" brand [1] - The trademark for "Wah Xiaozong" is currently owned by Hongsheng Group, with the application date noted as May 2025 [2] Group 2 - Distributors of Wahaha have not been informed about the brand change, with some expressing uncertainty about the situation [2] - Sales for Wahaha this year are reported to be at 80% of the volume compared to the peak performance of the previous year [2]
宗馥莉欲启用新品牌“娃小宗” “娃哈哈”品牌不能用了?有经销商表示不知情
Mei Ri Jing Ji Xin Wen· 2025-09-13 13:55
Core Viewpoint - Wahaha Group is planning to transition to a new brand "Wah Xiaozong" starting from the 2026 sales year to address historical issues and ensure compliance with brand usage following the founder's passing [1] Company Information - Hangzhou Wahaha Honghui Food and Beverage Co., Ltd. is working on resolving historical issues since the founder's death [1] - The controlling shareholder of Honghui Food is Hangzhou Hongchen Marketing Co., Ltd., which is fully owned by Hongsheng Beverage Group [1] - The trademark for "Wah Xiaozong" is currently owned by Hongsheng Group, with an application date of May 2025 [1] Sales and Market Response - Distributors of Wahaha have not been informed about the brand change and expressed uncertainty regarding the new brand [1] - Sales for Wahaha this year are reported to be 80% of the sales from the same period last year, indicating a decline from the peak performance [1]
娃哈哈或启用新品牌“娃小宗”,宗馥莉另立门户?
Di Yi Cai Jing Zi Xun· 2025-09-13 12:15
据蓝鲸新闻,记者从多个信源了解到,娃哈哈或使用新品牌"娃小宗"。 据杭州娃哈哈宏辉食品饮科有限公司的一份内部文件显示,自娃哈哈集团创始人离世后,公司一直努力 推进解决各项历史相关遗留问题,为维护"娃哈哈"品牌使用的合规性,公司决定从2026年新的销售年度 起,更换使用新品牌"娃小宗"。 公司即将进入 2026 销售年度,为了有序推进经销商的合同线答, 公司要求各省投前与经销商就新的销售年度合作愈愿进行为通摸排工 作. 自娃哈哈集团创始人离世后,公司一直努力推进解决备项历史相 关遗留问题. 为维护"娃哈哈"品牌使用的合规性,公司决定从 2026 年新的销售年度起,更挨使用新品牌 "娃小宗". 本着诚信和负责任的 态度,公司希望各级销售人员时心傾听经销商的反馈和顾虑,并充分尊 重经销商的最终决定,将合作意愿及时反馈到公司。 因复杂的历史相关问题不能在近期得到有效的解决,导致公司经 营始终暴露在相关法律风险之下。因此,我们不得不做出以上的安排。 在现行股权宗构下,"娃哈哈"商标的使用,须获得娃哈哈集团全体股 东的一致同遮,否则任何一方均无权使用, 最后,请向广大经销商传达公司将持续与相关股东就 "娃哈 哈" 商标使 ...
砍经销商很奇怪吗
Sou Hu Cai Jing· 2025-08-12 12:49
Group 1 - Wahaha has begun to cut down on some distributors since September last year, and this has recently gained attention due to inheritance disputes, but the underlying business logic should not be overlooked [1] - Many companies, such as Gree Electric and Midea, have undertaken similar channel flattening reforms to address issues arising from the rise of e-commerce, including high markup rates and market disruption caused by unauthorized sales [1][3] - The traditional distribution model has become outdated in the era of IoT and digitalization, leading to inefficiencies and complex debt relationships among distributors, which can disrupt pricing systems [3][5] Group 2 - Eliminating small distributors can reduce management complexity and save resources, while larger distributors can enhance logistics and funding advantages, improving product placement and reducing unauthorized sales [5] - Digital empowerment and a "deep cultivation strategy" at the terminal level can enhance sales monitoring and supplier management, shifting from annual assessments to more dynamic monthly evaluations [5] - The backlash from distributors affected by these changes has sparked heated discussions online, highlighting the need for a balance between efficiency improvements and maintaining ecosystem stability to avoid damaging brand reputation [7]
视频投稿精选 | 如果商战也会“邪修”
Hu Xiu· 2025-08-11 12:57
Core Insights - The article discusses a video contest themed around "business warfare," showcasing unconventional approaches to storytelling in the commercial world [1] Group 1: Contest Overview - The contest invited creators to submit videos focusing on various aspects of business competition, with an emphasis on unique narratives rather than traditional brand or price wars [1] - Five standout videos were selected based on metrics such as views and interactions, highlighting innovative takes on business conflicts [1] Group 2: Featured Videos - Video 1: "Behind the Scenes of Wahaha's Inheritance Battle" by "Self-Talking CEO," praised for its detailed exploration of a controversial topic, engaging viewers for 30 minutes [2] - Video 2: "Why Did Dumpling King 'Yuanji Yunjiao' Fail?" by "Big Eye Theory," addressing food safety concerns that resonate with consumers [4] - Video 3: "Government Intervention in Food Delivery Wars: What’s Next for the Single Economy?" by "Xijing Comrade," which garnered nearly 2 million views and over 8,000 comments, reflecting the interests of young singles [6] - Video 4: "Discussing the Power Games of Hong Kong's 'Four Families' Starting from 'Nezha 2'" by "Canned Fish Ball," noted for its engaging narrative style [8] - Video 5: "Starbucks Should Pay You Instead of the Other Way Around" by "Half Buddha," recognized for its humorous and thought-provoking content [12] Group 3: Conclusion - The article emphasizes that business conflicts can occur in various settings beyond traditional corporate environments, illustrating the diverse nature of commercial competition [12] - The contest encourages further participation from creators, inviting them to share their unique perspectives on business themes [13]
宗庆后家族,海外资产大曝光
阿尔法工场研究院· 2025-07-18 11:23
Core Viewpoint - The article discusses the potential challenges and changes facing the Zong family business network due to emerging conflicts of interest among family members, particularly in light of recent real estate transactions and the passing of Zong Qinghou [1][24]. Real Estate Transactions - A luxury mansion owned by the Hilton family in Los Angeles was sold for $25 million after being on the market for over two years, down from an initial asking price of $55 million, representing a price drop of over 50% [2][21]. - The buyer of this property is reportedly connected to the Zong family, specifically Zong Qinghou's family [2]. Family Dynamics and Asset Management - Zong Qinghou, known for his frugal lifestyle, had a more complex family structure than publicly known, with multiple children, including some not widely recognized [3]. - The Zong family has established a significant offshore capital network, with offshore companies playing a crucial role in their asset management [5][8]. Offshore Companies and Investments - Zong Fuli controls Hongsheng Beverage Group, which is linked to an offshore company registered in the British Virgin Islands [5][6]. - Zong Fuli has held directorships in several offshore companies, including Best Max Group Limited in Seychelles and others registered in the British Virgin Islands [7][8]. - The Zong family's offshore companies are part of a larger, intricate network that allows them to manage and invest in various domestic enterprises [11][17]. Domestic Business Control - The Zong family, through offshore entities, has significant control over domestic companies, including joint ventures and wholly-owned subsidiaries in the food and beverage sector [12][13]. - Hongsheng Group, under Zong Fuli's leadership, has invested in numerous domestic companies, creating a comprehensive supply chain in the food and beverage industry [12][18]. Real Estate Investments - The Zong family has a history of investing in overseas real estate, including properties in Los Angeles and Hong Kong [21][23]. - Zong Fuli purchased a property in Hong Kong for approximately 11.1 million yuan, which was later sold for 26 million yuan [21][23]. - The family has also acquired high-value properties in Hong Kong, with one estimated to be worth around 200 million HKD [23]. Conclusion - The Zong family's previously stable business network is now facing potential upheaval due to internal family disputes and the complexities of their asset management strategies [24].
宗庆后家族,海外资产大曝光
首席商业评论· 2025-07-18 04:47
Core Viewpoint - The article discusses the complex offshore capital network and asset management strategies of the Zong family, particularly focusing on Zong Fuli's role in managing the family's wealth and investments, including real estate transactions in Los Angeles and Hong Kong [6][34]. Group 1: Real Estate Transactions - A luxury mansion owned by the Hilton family in Los Angeles was sold for $25 million after being on the market for over two years, down from an initial listing price of $55 million, representing a price drop of over 50% [3][4][6]. - The buyer of the mansion is reportedly connected to the Zong family, specifically during the final phase of Zong Qinghou's life [6][7]. Group 2: Offshore Capital Network - The Zong family's offshore capital network is primarily facilitated through offshore companies, with Zong Fuli controlling Hongsheng Beverage Group Limited, which is linked to an offshore entity registered in the British Virgin Islands [8][9]. - Zong Fuli has held directorships in multiple offshore companies, including Best Max Group Limited and several others registered in the British Virgin Islands, indicating a vast and secretive offshore capital network [10][11]. Group 3: Domestic Business Control - The Zong family controls a significant domestic enterprise matrix through offshore companies, with Bountiful Gold Trading Limited and other entities holding stakes in various food and beverage companies in China [15][16]. - Hongsheng Group, under Zong Fuli's leadership, has invested in 58 companies, primarily in the food and beverage sector, and has taken on a substantial portion of Wahaha Group's product processing business [17][22]. Group 4: Historical Context and Strategy - The formation of the Zong family's offshore network is partly a response to the risk of losing control over joint ventures, particularly following the partnership with Danone in 1996 [23][24]. - This strategy has allowed Zong Fuli to maintain control over Wahaha and expand the family's business interests through various offshore and domestic investments [25]. Group 5: Overseas Property Investments - The Zong family has a history of overseas property investments, including a property in Hong Kong purchased for HKD 11.1 million, which was later sold for HKD 26 million [27][29]. - Zong Fuli also owns a property in Hong Kong valued at approximately HKD 200 million, held under a company name rather than her personal name [31][33].