---
title: "Wahaha Management Reshuffle: Zong Fuli Appointed as Brand Department Head"
description: "Starting from September 2018, Zong Fuli has been concurrently serving as the head of Wahaha's Brand Public Relations Department, which oversees product packaging design and brand promotion. According to media reports, several senior executives, including Wang Qianglin, general manager of Wahaha Group's sales company, and Li Fengyuan, head of the brand marketing department, have recently left the company. Zong Fuli, daughter of Zong Qinghou, has stepped to the forefront, taking on this key role. Prior to this, since 2010, Zong Fuli has been serving as the president of Hongsheng Beverage Group Co., Ltd."
author: "New Distribution"
publisher: "New Distribution"
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published: "2018-10-23"
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# Wahaha Management Reshuffle: Zong Fuli Appointed as Brand Department Head

> Starting from September 2018, Zong Fuli has been concurrently serving as the head of Wahaha's Brand Public Relations Department, which oversees product packaging design and brand promotion. According to media reports, several senior executives, including Wang Qianglin, general manager of Wahaha Group's sales company, and Li Fengyuan, head of the brand marketing department, have recently left the company. Zong Fuli, daughter of Zong Qinghou, has stepped to the forefront, taking on this key role. Prior to this, since 2010, Zong Fuli has been serving as the president of Hongsheng Beverage Group Co., Ltd.

**Starting from September 2018, Zong Fuli has been concurrently serving as the head of Wahaha's Brand Public Relations Department, which oversees the packaging design and brand promotion of all Wahaha products.**
According to media reports, senior executives such as Wang Qianglin, general manager of Wahaha Group's sales company, and Li Fengyuan, head of the brand marketing department, have recently left Wahaha. Zong Fuli, daughter of Zong Qinghou, has stepped to the frontline, taking on the important role of head of the Brand Public Relations Department.
Prior to this, since 2010, Zong Fuli has been serving as the president of Hongsheng Beverage Group Co., Ltd., a company that handles one-third of Wahaha's product OEM processing, mainly engaged in food flavors, machinery molds, printing and packaging, and beverage production. In media reports last year, Zong Fuli also revealed: "If I succeed, I hope to acquire Wahaha. That would be a form of ownership, not inheritance." Clearly, Zong Fuli is reluctant to take over the family business.
**Zong Fuli's Self-Proof**
Zong Fuli's first attempt to push herself to the market frontline was in July 2016, when she launched the personalized customized fruit and vegetable juice product "kellyone"—Kelly is her English name, and "one" suggests being first and unique.
This is a juice entirely in Zong Fuli's style, from product planning to production to promotion, all vastly different from Wahaha. Kellyone is more in line with internet thinking, fashionable and trendy, and small and beautiful, with restrained promotion and channels.
"Customization" is a highlight of kellyone. Users can choose which fruits and vegetables to mix into a bottle of drink on the "kellyone" WeChat official account, or directly choose pre-matched finished products. Orders can be placed online, and the juice can be received as early as the next day.
According to Bloomberg Businessweek, Zong Fuli invested several million RMB in the entire project and built a 400-square-meter central kitchen. Initially, Zong Fuli conservatively estimated kellyone's production capacity at around 1,000 bottles per day; also considering the market's acceptance of natural cold-pressed fruit and vegetable juices, the product was only supplied to Hangzhou and Shanghai.
However, Hongsheng has never publicly disclosed kellyone's sales figures, and the results of the trial are unknown. At the end of May 2017, at the National Young Generation Private Entrepreneurs Ideal and Belief Report Meeting, Zong Fuli described kellyone as "the transformation and upgrading of traditional food enterprises should also catch the fast train of the internet."
Regardless of the outcome, this attempt allowed her to have a position outside of Zong Qinghou and Wahaha: people at least know that kellyone is Zong Fuli's.
**Can You See Me?**
"Can you see me?" Zong Fuli once asked a reporter in an interview last year.
As an entrepreneur, Zong Fuli was once hidden behind her father, only gaining attention in recent years; as an individual, Zong Fuli is more often overshadowed by her entrepreneurial identity.
Zong Fuli defends her self and independence by being cautious about her reputation. She chose to keep a low profile, fearing that too much contact with the outside world "would assimilate me."
In her personal life, Zong Fuli describes herself as "quite childlike," watching Korean dramas, cycling to West Lake on weekends when the weather is good, and her favorite book is "The Little Prince."
On social media, Zong Fuli prefers to show her personal side. After opening her Sina Weibo account in April last year, her first post was "No one pays attention to me."
On Weibo, Zong Fuli shares simple pictures or text about the plants she grows, birthday parties, and daily life, as well as work, such as the announcement of the failed acquisition of China Candy in July this year. Notably, her father Zong Qinghou's Sina Weibo is not in her following list.
Zong Fuli is not entirely unaffected either. In 2012, she was elected as a "Global Young Leader" at the Davos Forum and "Zhejiang Business Leader of the Year," and donated to Zhejiang University to establish the "Zhejiang University Fuli Food Research Institute"; in 2013, she was elected as a standing committee member of the 11th Zhejiang Provincial Committee of the Chinese People's Political Consultative Conference; in 2014, she established the "Zhejiang Fuli Charity Foundation" and donated to Xi'an Jiaotong University to create the "Xi'an Jiaotong University Fuli Food Science and Engineering College"; in July this year, she was elected as vice president of the Zhejiang Chamber of Commerce.
But Zong Fuli's sharpness has not completely faded; she has extended her strict and decisive work style to social affairs. The negotiation for donating to Zhejiang University to establish a food research institute took a year, and Zong Fuli set requirements for every specific matter, down to the professors hired and the practical use of every fund, earning her the evaluation of "the most demanding donor."
Financial columnist Dongfang Yu once expressed optimism about Zong Fuli in an article comparing Zong Fuli, Yang Huiyan, and Liu Chang: "It may seem too sharp now, but she will eventually become the mainstream of future entrepreneurs."
**The Succession That Must Be Taken**
"Now, the majority of private enterprises will not be taken over by their children; in the end, it will be the management team that takes over, because most children have studied abroad, have different perspectives, and are not willing to engage in the physical industry," Zong Qinghou said candidly on the 18th: "So most children will not take over; their interest is not here."
Zong Qinghou's planned retirement is also more gradual: "I won't fully retire, but I will gradually do less, step back to the second line, push the young people forward, and let them take over."
"My daughter now manages one-third of Wahaha's enterprises. She is also the head of Wahaha's Brand Public Relations Department, which is responsible for product packaging and design, and KellyOne juice has been ongoing. She has her own company, and I support her to try and explore; I won't interfere."
Zong Qinghou, now over seventy, still works hard every day, handling everything personally.
Not long ago, the "2018 Hurun Rich List" was officially released, with many entrepreneurs in the food and beverage industry, among which the Zong Qinghou family still topped the list with 90 billion yuan. However, while we sit in the office talking about the richest man, he might be walking on the vast land, visiting the terminal market...
Recently, three photos of Zong Qinghou visiting the market frontline circulated, which moved people deeply.
From the photos, Zong Qinghou is simply dressed, carefully checking Wahaha products at the display and shelves, and communicating with relevant personnel to understand the latest market information, without any airs of a leader. A Wahaha employee said this is completely normal, and Zong Qinghou, over 70 years old, has been doing this for more than thirty years.
Over seventy, still rushing to the market frontline. In the office of "Big Brand vs. Big Brand" where Shu Zhongsheng interviewed Mr. Zong, we saw neatly arranged suitcases, showing his readiness to leave at any moment.
In addition, we also found a bag of unbranded bulk fermented bean curd on Mr. Zong's desk, which is truly his essential choice for market visits.
But now, Wahaha is 31 years old, and Zong Qinghou is 73. Even the most capable hero needs rest. The future of the 90-billion-yuan Wahaha beverage empire and tens of thousands of Wahaha employees cannot be entrusted to an elderly man who should be enjoying his twilight years. Whether it is going public and hiring a professional manager team, or Zong Fuli taking the helm herself to steer this Wahaha giant, time is truly running out for Zong Qinghou.
This article is compiled and edited by the Fast Moving Consumer Goods Elite Club.
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