Core Viewpoint - Wahaha is planning to transition to a new brand "Wah Xiaozong" starting from the 2026 sales year due to compliance issues related to the historical legacy of the brand following the founder's passing [1][8]. Brand Transition - An internal notice indicates that Wahaha will replace its brand with "Wah Xiaozong" to address compliance concerns and historical issues [1][2]. - The trademark for "Wah Xiaozong" was applied for earlier this year, alongside other names like "Wah Xiaohai" [8]. - The first product under the new brand, a sugar-free tea named "Ningxiang Oolong," was launched in May but received lukewarm market reception due to brand recognition issues [10]. Corporate Restructuring - Several Wahaha subsidiaries have undergone name changes to "Hongsheng" or "Hengfeng," indicating a shift towards a new corporate identity [4][12]. - The ownership structure of these companies has also changed, with significant shifts in shareholder control towards entities associated with Zong Fuli [6][19]. - The restructuring appears to be a strategic move by Zong Fuli to consolidate control and distance the company from past associations, particularly with Du Jianying and his family [25]. Legal and Financial Context - The changes come in the wake of ongoing legal disputes regarding inheritance and control of the company, particularly following a court ruling on asset preservation involving Zong Fuli and her siblings [6][22]. - The company has emphasized the need for compliance and risk management in its operations, indicating that the brand transition is part of a broader strategy to mitigate legal risks [8][25]. E-commerce Strategy - Wahaha has shifted its e-commerce operations, reclaiming control from previously associated entities, which is seen as a move to strengthen its online presence and brand authority [20][21]. - The new flagship store on e-commerce platforms is now fully controlled by Zong Fuli's associated companies, enhancing direct consumer engagement [21][26].

Core Viewpoint - The recent changes in Wahaha's online sales strategy, including the shift from third-party management to self-operated flagship stores, have raised concerns among consumers regarding service continuity and product safety [4][12]. Group 1: Company Strategy - Wahaha has transitioned from its original "official flagship store" to a new store operated by a different company, raising questions about the reliability of the new setup [3][4]. - The previous operator, Tongyuan Kang E-commerce, played a significant role in establishing Wahaha's online presence, while the new operator, Hangzhou Hengyi E-commerce, is relatively inexperienced [3][6]. - The decision to take control of online operations is seen as a move to ensure brand integrity and responsiveness to market demands, especially as online retail continues to grow [6][8]. Group 2: Consumer Concerns - Consumers are worried about the loss of their previous purchase history, loyalty points, and customer service continuity due to the abrupt change in management [4][11]. - There is skepticism about whether the new self-operated store will maintain the same level of service and product quality that consumers have come to expect [9][12]. - The shift has led to a perception that the company may prioritize its own interests over customer satisfaction, potentially alienating long-time customers [11][12]. Group 3: Market Context - The online retail market is expanding rapidly, with a reported 11.5% growth in the first four months of 2024, indicating a competitive landscape where brands must adapt quickly [6][8]. - Competitors like Nongfu Spring and Master Kong are actively engaging in promotions and marketing strategies, intensifying the competition for consumer attention [7][8]. - The industry is observing Wahaha's strategy closely, questioning whether this move will ultimately benefit consumers or serve the company's interests more [11][12].