---
title: "Zong Fuli Takes Charge of Wahaha Brand Public Relations: IPO May Be One of Her Tasks!"
description: "Two events reveal Zong Fuli's business approach. The beverage giant Wahaha, operating for over 30 years, has never lacked topics. Recently, news that Zong Fuli, daughter of Chairman Zong Qinghou, has been appointed as the head of Wahaha Group's Brand Public Relations Department has spread, sparking discussions about what changes she can bring to Wahaha, as change is more urgently needed than ever."
author: "阿茹汗"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-10-28"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/1oI7Gg35lG0zvGYVQQhJJQ"
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# Zong Fuli Takes Charge of Wahaha Brand Public Relations: IPO May Be One of Her Tasks!

> Two events reveal Zong Fuli's business approach. The beverage giant Wahaha, operating for over 30 years, has never lacked topics. Recently, news that Zong Fuli, daughter of Chairman Zong Qinghou, has been appointed as the head of Wahaha Group's Brand Public Relations Department has spread, sparking discussions about what changes she can bring to Wahaha, as change is more urgently needed than ever.

**Two events reveal Zong Fuli's business approach.**
Wahaha, a beverage industry giant that has been operating for over 30 years, has never lacked topics.
Recently, news that Zong Fuli, daughter of Chairman Zong Qinghou, has been appointed as the head of Wahaha Group's Brand Public Relations Department has spread, sparking discussions about what changes she can bring to Wahaha in her new role, because **for Wahaha, "change" is more urgently needed than ever.**
A reporter recently confirmed the news from insiders and also learned that this department is responsible for Wahaha's product packaging and brand promotion. Meanwhile, Wang Qianglin, former general manager of Wahaha Sales Company, and Li Fengyuan, former head of the Brand Marketing Department, have left Wahaha.
In the view of food industry analyst Zhu Danpeng, Wahaha Group's product and brand management has entered the "Zong Fuli era." The future depends on whether the new marketing thinking and new business philosophy she advocates can be implemented, bringing new vitality to Wahaha.
Zong Fuli, as a second-generation entrepreneur, has been closely watched by the market since entering the Wahaha system, because the outside world has implicitly entrusted the future of Wahaha to this post-80s generation.
According to Tianyancha information, Zong Fuli owns 48 companies, most of which are subsidiaries established by Wahaha in various regions. Previously, Zong Fuli's external introduction listed her first as President of Hongsheng Beverage Group.
The official website of Hongsheng Beverage Group shows that it is a company focused on beverages, also operating in the upstream beverage industry chain including ingredient production, high-end equipment manufacturing, and printing and packaging, providing full-chain solutions for beverage production. Some of Wahaha's products are produced by this company.
Two years ago, news of Wahaha's sharp decline in 2015 operating revenue was put under the spotlight. At that time, Wahaha stated that one reason for the revenue drop of over 20 billion yuan was that the financial data of Hongsheng Beverage Group, managed by Zong Fuli, was not consolidated into the group's revenue.
Other public information shows that when Hongsheng Beverage Group was selected for the 2015 Zhejiang Merchants National Top 500, it revealed that its 2015 operating revenue was 7.118 billion yuan.
The reporter further learned that previously, Wahaha Group had different departments such as the External Relations Department and the Marketing Department, and the Brand Public Relations Department is a merger of these departments. "Zong Fuli was previously at Hongsheng, and I belonged to the group, so our interactions were not frequent," a former Wahaha employee told the reporter.
As the former employee said, looking at Zong Fuli's actions in recent years, almost all were completed on the platform of Hongsheng Beverage Group. For example, in 2016, Zong Fuli led the launch of a customized fruit and vegetable juice brand named after herself, "Kellyone." At that time, Zong Fuli said in a media interview that she planned to invest several million yuan for this product, recruit talent, and even built a 400-square-meter central kitchen. Currently, this product is one of the two major product services of Hongsheng Beverage Group.
Another event is that last year, Zong Fuli led a merger and acquisition attempt in the capital market. Zong Fuli, through her actually controlled Hengfeng Capital (the parent company of Hongsheng Beverage), planned to acquire all shares in the issued share capital of China Candy at a 30% discount to the current price, i.e., HK$0.3565 per share, with an estimated cost of HK$573 million (approximately RMB 507 million). In the tender offer, the two major shareholders of China Candy, Jiaqing Development and Noble Core, made irrevocable commitments on May 10. However, the acquisition failed, and Zong Fuli could not hide her disappointment, saying on her personal Weibo, "The company deeply regrets this."
In Zhu Danpeng's view, these two events actually tell the outside world Zong Fuli's personal thoughts and focus. **On the product side, she is trying to solve the problem of Wahaha's product aging, which is also the most common evaluation of Wahaha from the outside.**
**Secondly, Zong Fuli is leading Wahaha's breakthrough in the capital market.** One of Zong Qinghou's famous sayings is, "Wahaha doesn't lack money and won't go public," but recently he has softened his stance. Earlier this year, Zong Qinghou said in a media interview that Wahaha would consider going public, and the outside world speculates that this has become one of Zong Fuli's tasks.
Zhu Danpeng believes that Zong Fuli now has a position at the group level, indicating that she will play an increasingly important role in the operation of Wahaha's entire system, and her ideas will also influence Wahaha, possibly starting with the most basic transformation of brand image.
The Zhejiang Merchants Magazine previously released the "2018 Zhejiang Merchants National Top 500" list, showing that Wahaha's 2017 revenue was 46.45 billion yuan, a decrease of 6.46 billion yuan compared to the previous year.
Source: Economic Observer Online
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