The relaunch of KELLYONE, a beverage brand named after Kelly Zong, marks a decisive turning point in the legacy of China’s most famous beverage dynasty. After a year-long hiatus, the brand has returned with 'Guoran Bobo,' a soda priced at a pragmatic three to six yuan. This shift from high-end, celebrity-endorsed juice to mass-market soda signals a fundamental change in strategy for the daughter of the late Wahaha founder Zong Qinghou.
More significant than the product itself is the corporate restructuring happening behind the scenes. In May 2026, several subsidiaries under Zong’s personal control, the Hongsheng Group, underwent a quiet but surgical rebranding. By removing the 'Wahaha' name from these entities, Zong is effectively scrubbing the family patriarch’s signature from her own supply chain and manufacturing empire.
This move follows Zong’s resignation from her official roles as legal representative and chairperson of the Wahaha Group in September 2025. While she was once seen as the inevitable successor to her father’s throne, she is now pivoting to her own 'Hongsheng' system. This transition is not merely cosmetic; it is a structural separation designed to build a brand matrix that can survive independently of the legacy Wahaha name.
To consolidate this independence, Zong has taken direct control of the marketing and sales divisions, firing several long-term executives in the process. This centralization of power aims to shorten decision-making chains but has met with significant friction. Reports indicate a sharp decline in shipping volume and distributor enthusiasm as the 'old guard' of the Wahaha network grapples with Zong’s aggressive, modern corporate management style.
The strategy is one of 'risk isolation,' a term familiar to capital markets but rare in family-run Chinese firms. By building a brand pool—including new trademarks like 'Shanxuncui' and 'Yuejian Wenrou'—Zong is creating a 'safe island.' If the internal governance or brand equity of Wahaha continues to fluctuate, she will have a fully operational, independent ecosystem ready to capture the next generation of consumers.