關於「娃小宗」的新品牌傳聞，讓娃哈哈集團在繼創始人宗慶後逝世之後，再次成為公眾與業界關注的焦點。網上流傳的一份落款為「杭州娃哈哈宏輝食品飲料有限公司」的文件，標題是《關於開展2026銷售年度經銷商溝通工作的通知》。文件中透露，公司將在新銷售年度起啟用新品牌「娃小宗」，並表示這一舉動與「娃哈哈」商標使用的合規性問題有關。

文件的措辭並非完全斷然，它提醒各級銷售人員要耐心傾聽經銷商的意見，尊重最終合作意願，並將回饋即時上傳公司。這樣的表態既顯示公司內部對於新品牌推進並非強硬一刀切，也傳達出「提振信心」的意味，強調公司會持續與相關股東就「娃哈哈」商標使用保持積極溝通，努力尋求妥善方案，以維護品牌價值的延續。

外界對此文件的真實性仍存疑，娃哈哈官方至今沒有正式回應。然而，「娃小宗」的出現並非毫無徵兆。工商數據平台「企查查」顯示，「娃小宗」商標並不在娃哈哈名下，而是由宏勝飲料集團有限公司註冊。早在今年2月，宏勝就申請了多個「娃小宗」相關商標，同時還申請了「宗小哈」、「娃小哈」等名稱，涵蓋飲品、教育娛樂、材料加工、橡膠製品等不同領域，這些商標目前大多仍處於等待實質審查的階段。值得注意的是，宏勝飲料的掌舵者正是宗慶後之女宗馥莉，這讓外界自然將「娃小宗」與她的戰略動向聯繫起來。

實際上，今年5月娃哈哈官方帳號就曾曝光「娃小宗」首款產品——無糖茶「凝香烏龍」，打出零糖零卡、健康理念的旗號。但從市場反饋來看，這款產品的接受度並不算高。有銷售員對媒體透露，曾在市場上推廣過一個月，卻沒有掀起太大水花，主要原因在於「娃小宗」這個名稱缺乏品牌知名度，很難像「娃哈哈」那樣具備消費者心中的認同感。

若這份文件屬實，意味著「娃小宗」將可能逐步取代「娃哈哈」，成為公司新的核心品牌。這無疑是一個極具風險與挑戰的決策。一方面，「娃哈哈」多年積累的品牌價值極為龐大，市場基礎與消費者情感黏性難以複製；另一方面，若商標爭議長期無法解決，重新塑造一個全新品牌，或許是公司繼續前行的必然選擇。

在外界眼中，這一動作也被解讀為宗馥莉可能正有意「另立門戶」，藉由「娃小宗」開啟她的全新戰略版圖。不過，不管這是否代表「新舊更替」，或只是品牌多元化的一環，這場關於「娃哈哈」與「娃小宗」的風波，勢必將對中國飲料市場格局以及消費者心態帶來深遠影響。

The recent rumors surrounding the new brand “Wa Xiao Zong” (娃小宗) have once again placed Wahaha Group in the spotlight, following the passing of its founder, Zong Qinghou. A document circulating online, issued by “Hangzhou Wahaha Honghui Food & Beverage Co., Ltd.” and titled Notice on Conducting Distributor Communication for the 2026 Sales Year, revealed that starting from the new sales year, the company intends to introduce the new brand “Wa Xiao Zong.” According to the document, this move is linked to ensuring compliance in the use of the “Wahaha” trademark.

The wording of the notice is careful rather than absolute. It advises sales personnel to patiently listen to distributor feedback, respect their final decisions regarding cooperation, and promptly report such feedback to the company. The tone of the notice conveys an intent to “boost confidence,” emphasizing that the company will maintain active communication with relevant shareholders regarding the “Wahaha” trademark, striving to find solutions that safeguard the brand’s long-term value.

The authenticity of the document remains uncertain, as Wahaha has not issued an official response. However, the emergence of “Wa Xiao Zong” was not entirely unexpected. According to business registration data on platforms such as Qichacha, the “Wa Xiao Zong” trademark is registered under Hongsheng Beverage Group Co., Ltd., not Wahaha. As early as February of this year, Hongsheng filed multiple trademarks related to “Wa Xiao Zong,” along with other names such as “Zong Xiao Ha” and “Wa Xiao Ha,” covering categories ranging from beverages to education, entertainment, material processing, and rubber products. Most of these trademarks are still pending substantive examination. Notably, Hongsheng Beverage is controlled by Zong Qinghou’s daughter, Zong Fuli, prompting public speculation that the new brand may be part of her strategic initiatives.

Earlier in May, Wahaha’s official account showcased the first product under the “Wa Xiao Zong” brand—a sugar-free tea called “Ningxiang Oolong,” emphasizing a zero-sugar, zero-calorie health concept. Market feedback, however, suggests that the product has not yet gained significant traction. Sales staff reported that even after one month of promotion, the product failed to attract much attention, mainly due to the lack of brand recognition compared to the established “Wahaha” name.

If the document proves genuine, it indicates that “Wa Xiao Zong” may gradually replace “Wahaha” as the company’s core brand. This represents a highly bold and risky strategic decision. On one hand, “Wahaha” has built enormous brand equity over decades, with strong consumer loyalty that is difficult to replicate. On the other hand, if trademark disputes remain unresolved, creating a new brand could be a necessary step for the company to move forward.

Externally, this move has been interpreted as a possible signal that Zong Fuli intends to “establish her own path,” using “Wa Xiao Zong” as a platform for her strategic vision. Regardless of whether it represents a full transition from the old brand or simply a diversification strategy, this development is poised to have a significant impact on the Chinese beverage market and on consumer perception of the Wahaha brand.

I can also prepare a version focused specifically on Zong Fuli’s personal succession and strategic positioning, highlighting how she might use “Wa Xiao Zong” to assert control and transform the company’s brand strategy.