10月26日，宗馥莉回归娃哈哈后的第一个周末，其叔叔宗泽后旗下宗盛系品牌"娃小智"启动全国招商。在这场"娃哈哈"商标风波 下，"娃小宗"暂缓推出，"娃小智"激进招商，叔侄的较量愈演愈烈。保证金回款、联销体协议签订、新客户签约……宏胜系下达销售 任务的通知也印证着，拿回"娃哈哈"授权的宗馥莉，尽管宏胜系有多年积累的家底，但面临多线作战，在年终业绩冲刺的压力下也稍 显疲态。手握"真金白银"的经销商表示，正在"娃小智"和"娃哈哈"间犹豫。更何况，农夫山泉、怡宝等竞争对手已经虎视眈眈。2024 年娃哈哈有过高光时刻，今年能否达到500亿元营收，需要打个问号。 各退一步：宏胜系"娃小宗"暂缓推出 在被宣布启用仅41天后，新品牌"娃小宗"就被叫停。 近日，多家媒体从娃哈哈不同区域经销商处证实，宗馥莉所控股的宏胜系要求经销商打款缴纳保证金的同时，还明确明年继续销售"娃 哈哈"品牌产品。 宗馥莉已经辞去娃哈哈集团法定代表人、董事及董事长等职务，仍继承父亲宗庆后留下的29.4%股份，为公司第二大股东，在娃哈哈 集团内部有相当的话语权，现在是以宏胜饮料集团总裁的身份行事。 种种迹象表明，宗馥莉的请辞，或因商标使用"不合规"，因此 ...

Core Viewpoint - A market competition surrounding the "Wahaha" brand influence has emerged amid the resignation of Zong Fuli, leading to significant shifts in the beverage market landscape [1]. Group 1: Brand Developments - The newly launched brand "Wawaozhi" is actively recruiting nationwide, with product packaging closely resembling classic Wahaha products but claims to be independent [1][2]. - "Wawaozhi" has signed over 150 clients and is rapidly building a nationwide sales network, supported by state-owned enterprises [5]. - The brand's actual control lies with Zong Zehou, who is also linked to the parent company of "Wawaozhi" [7]. Group 2: Market Dynamics - The competition is intensifying as "Wawaozhi" enters the market, potentially impacting Wahaha's market share due to internal instability and brand image issues [9]. - Rival brands like Nongfu Spring and Yibao are poised to capitalize on Wahaha's challenges, filling the market gap created by Wahaha's declining sales and distributor confidence [9]. Group 3: Distributor Relations - Distributors have been informed to continue selling Wahaha products, with some receiving notifications to pay deposits for the upcoming sales year [8]. - The relationship between "Wawaozhi" and Wahaha is characterized by a clear separation, with "Wawaozhi" emphasizing its independence from the Wahaha brand [4].

2025.10. 24 本文字数：1765，阅读时长大约3分钟 作者 | 第一财经 揭书宜 在宗馥莉辞职引发娃哈哈体系震荡的微妙时刻，一场围绕"娃哈哈"品牌影响力的市场争夺战悄然打响。 宗泽后打造的"娃小智"高调启动全国招商，其产品包装与娃哈哈经典款高度相似却称"不攀附"，而此前 引发猜测的"娃小宗"品牌已被证实暂未启用，宏胜系经销商接获通知将继续经营"娃哈哈"产品。 三大品牌在行业变革期的不同动向，正重塑着饮料市场的竞争格局。 "娃小智"撇清与"娃哈哈"关系 宗馥莉叔叔宗泽后的品牌"娃小智"全国订货会即将举行。 10月24日，第一财经记者以报名经销商的名义致电娃小智招商负责人，对方表示："半年内购买娃小智 产品10万元以上，就可以获得该区域独家经销商资格。" 对于区域如何划分，该负责人表示，要根据当地人口密度决定，究竟是按照区还是市。据招商人员透 露，产品"配方和娃哈哈一模一样，但价格比娃哈哈低"。 对于目前市面上对娃小智品牌的一些看法，譬如"娃小智模仿娃哈哈""娃小智是山寨货"，该负责人表 示："你就当娃小智是一个普通牌子，就像杭州龙井茶，也分许多不同的品牌。" 对于娃小智产品的面世时间，负责人透露，大约 ...

"娃小智"撇清与"娃哈哈"关系 宗馥莉叔叔宗泽后的品牌"娃小智"全国订货会即将举行。 在宗馥莉辞职引发娃哈哈体系震荡的微妙时刻，一场围绕"娃哈哈"品牌影响力的市场争夺战悄然打响。 宗泽后打造的"娃小智"高调启动全国招商，其产品包装与娃哈哈经典款高度相似却称"不攀附"，而此前 引发猜测的"娃小宗"品牌已被证实暂未启用，宏胜系经销商接获通知将继续经营"娃哈哈"产品。 三大品牌在行业变革期的不同动向，正重塑着饮料市场的竞争格局。 对于娃小智产品的面世时间，负责人透露，大约在月底或者下月初。 当记者问及娃小智与娃哈哈是什么关系时，娃小智招商负责人称："没有什么关系，我们不攀这种牌 子。" 记者注意到，娃小智的官方招商宣传海报上的多款产品包装都与娃哈哈极为相似，包括AD钙奶、八宝 粥等。对此，该负责人表示："其实我在朋友圈看到好多省市做AD钙奶的品牌，包装都是比较类似的， 这不稀奇。" 而当记者问及娃小智的供应链和工厂分布情况时，对方表示："你目前不需要关心，等你协议签掉我会 带你去看的。" 10月24日，第一财经记者以报名经销商的名义致电娃小智招商负责人，对方表示："半年内购买娃小智 产品10万元以上，就可以获得该区 ...

Core Viewpoint - The resignation of Zong Fuli from Wahaha Group raises questions about the company's future direction and her new venture with the brand "Wah Xiaozong" [2][3][4] Group 1: Resignation Details - Zong Fuli officially resigned from her positions at Wahaha Group on September 12, 2024, after a brief tenure as the leader [2] - Her resignation was confirmed by Wahaha Group's staff and followed the necessary procedures through the shareholders' meeting and board of directors [2] - Zong Fuli's leadership began after the death of her father, Zong Qinghou, in February 2024, and she faced numerous challenges during her time [2][5] Group 2: Market Reactions and Future Plans - Zong Fuli's departure sparked significant online discussion, with speculation about her future plans, including the establishment of her own brand "Wah Xiaozong" [3][4] - A notice regarding the compliance of the "Wahaha" brand was leaked, indicating a shift to the new brand starting in the 2026 sales year [3] - Zong Fuli has founded Hongsheng Beverage Group, which is now associated with the new brand [3][4] Group 3: Company Changes and Challenges - Several Wahaha Group's affiliated companies have changed their names to include "Hongsheng," indicating a broader rebranding effort [4] - Zong Fuli's resignation is seen as a pivotal moment, allowing her to focus on her new ventures while facing challenges in market cultivation and channel development [4][5] - The company has been undergoing significant internal changes, including a restructuring of its distribution network and production lines [6] Group 4: Internal Conflicts and Market Position - Wahaha Group is currently facing internal conflicts, including shareholder disputes and legal issues with employees [5][6] - The company has been criticized for lacking new hit products in a highly competitive beverage market, where rivals are aggressively pursuing market share [7][8] - Zong Fuli's leadership had previously shown promise, with the company achieving sales figures comparable to its peak in 2014, but the competitive landscape remains challenging [7][8]

Core Viewpoint - The article discusses the potential rebranding of Wahaha to "Wah Xiaozong" starting in the 2026 sales year, highlighting the internal power struggle and strategic moves by Zong Fuli, the successor of the late founder Zong Qinghou, to gain greater control over the brand and its assets [4][10][16]. Group 1: Brand Transition - The decision to change the brand name to "Wah Xiaozong" is seen as a move to maintain compliance and possibly to assert control over the brand amidst complex ownership structures [5][10]. - The Wahaha trademark currently belongs to Wahaha Group, which has a complicated shareholding structure involving multiple stakeholders [12][11]. - Zong Fuli's attempts to transfer the trademark to her own company were halted after media exposure, indicating the challenges she faces in gaining full control [14][16]. Group 2: Distributor Concerns - A significant majority of Wahaha distributors (99%) are reportedly unwilling to adopt the new brand "Wah Xiaozong," fearing it will not sell well [28][29]. - Distributors express concerns about the viability of the new brand, citing past experiences with Zong Fuli's previous brand, KellyOne, which struggled in the market [31][36]. - The current dissatisfaction among distributors is exacerbated by high sales targets set by the company, leading to a loss of confidence in the brand [38][42]. Group 3: Financial Implications - The brand value of Wahaha is estimated at 91.187 billion yuan, making the potential shelving of the brand a significant concern for all stakeholders involved [16]. - Distributors report low profit margins, with net profits around 2% to 3%, making it difficult for them to sustain their businesses under current conditions [42][46]. - The pressure from increased sales targets has led to some distributors abandoning their roles, further destabilizing the distribution network [44][48].

Core Viewpoint - The article discusses the strategic decision of Wahaha to transition to a new brand "Wah Xiaozong" starting from the 2026 sales year, driven by legal compliance issues and internal power dynamics within the company following the death of its founder, Zong Qinghou [5][9][10]. Group 1: Brand Transition - Wahaha plans to replace its existing brand with "Wah Xiaozong" due to ongoing legal risks associated with the current brand [5][9]. - The decision to change the brand is seen as a move by Zong Fuli to gain greater control over the company, as she has been transferring assets and operations to her own group, Hongsheng [9][10]. - The brand "Wah Xiaozong" has already been registered under Hongsheng Beverage Group, indicating preparations for the transition [12][14]. Group 2: Dealer Resistance - A significant majority of Wahaha's dealers, approximately 99%, are expected to resist the new brand, fearing it will not sell well and lead to financial losses [10][14]. - Dealers express concerns that the transition to "Wah Xiaozong" would require them to build a new brand from scratch, which is a challenging endeavor given the established reputation of Wahaha [15][16]. - The current dissatisfaction among dealers is exacerbated by high sales targets set by the company, leading to a loss of confidence in the brand and its management [19][20]. Group 3: Financial Implications - Dealers report low profit margins, with gross profits around 10% and net profits as low as 2-3% after expenses, making it difficult to sustain their businesses [19][20]. - The pressure from increased sales targets has led to some dealers abandoning their roles, further destabilizing the distribution network [19][20]. - The article highlights that the brand's value is significant, with Wahaha's brand value estimated at 91.187 billion yuan, making the potential shelving of the brand a concern for all stakeholders [10].

Core Viewpoint - The decision to change the brand from "Wahaha" to "Wawaixiong" in 2026 is driven by legal compliance issues and a desire for greater control by the new leadership under Zong Fuli, following the death of the founder Zong Qinghou [5][10][11]. Brand Change and Its Implications - The notice regarding the brand change indicates that the company is facing legal risks due to complex historical issues, necessitating the shift to "Wawaixiong" [5][10]. - Zong Fuli's attempts to transfer the "Wahaha" trademark to her own company were halted after media exposure, highlighting the challenges in gaining full control over the brand [10][11]. - The "Wawaixiong" trademark has been registered under Hongsheng Beverage Group, with multiple categories applied for, indicating a strategic move to establish a new brand identity [13]. Dealer Sentiment and Market Challenges - A significant majority of dealers (99%) express reluctance to adopt the new brand, fearing it will not sell well and lead to financial losses [5][14]. - The transition to a new brand is seen as a daunting task, as past attempts to launch new products under different brands have not been successful, with previous products like KellyOne failing to gain traction in the market [14]. - Dealers report low profit margins, with net profits around 2-3%, leading to a lack of confidence in the brand's future under the new leadership [16][18]. Internal Struggles and Future Outlook - The internal power struggle and the legacy of Zong Qinghou's management style have created uncertainty among dealers, with many feeling overwhelmed by high sales targets and market pressures [16][18]. - Some dealers have already exited the business due to unsustainable conditions, indicating a potential crisis in the dealer network [17][18]. - The key challenge for Zong Fuli is to stabilize the dealer network and restore their confidence in the brand's future, which is critical for the company's success moving forward [19].

在一场娃哈哈经销商大会上，面对经销商"娃哈哈总是模仿别人的产品，能不能创新一些产品"的质疑，宗庆后笑着回应："你们知道我为什么叫宗庆后 吗？就是庆幸总在别人后面，后发制人。"这句带着点玩笑的话里，藏着他执掌的娃哈哈时代，市场成功的秘诀。 宗庆后从不执着做第一个吃螃蟹的人，他用后发制人的经营策略完美避开了这些陷阱。 1996年，河北某厂推出的"AD钙奶"在北方走红，娃哈哈高管团队很快发现了这款产品的潜力，宗庆后按兵不动，先让团队蹲点记录消费者反馈，拆解竞 品配方，直到准备充分才带着优化版产品入场：钙含量提升，包装更精美，终端价更低。半年后，娃哈哈AD钙奶反超竞品，成为畅销二十多年的儿童饮 料常青树。 娃哈哈推出速食八宝粥产品也是这个路数，在此之前已经有其他企业进行过尝试，娃哈哈观察到市场上八宝粥产品存在发展机遇，发挥自身优势对产品进 行研发创新，通过持续优化产品，让娃哈哈八宝粥在市场上站稳脚跟，稳居行业前三。 宗庆后的市场运营逻辑就是这样：市场上有竞争对手推出了一个新品，他暂时是不露声色的，跟在后面认真研究，如果失败了，研究失败的原因，如果成 功了，找出对手的弱点，然后优化自己的跟风产品，一推向市场，先打两三个 ...