宗慶後去世，宗馥莉的新責任

2月25日，娃哈哈釋出訃告，娃哈哈集團創始人、董事長宗慶後因病醫治無效于2024年2月25日10時30分逝世，享年79歲。掌舵企業30餘年，宗慶後的離開将會更快地将接班人宗馥莉推向更大的舞台。

早在2019年，宗慶後在接受《福布斯》中國采訪時曾表示，如果女兒願意接班，自己會把指揮棒交給她。如果她不願接受，那麼将會培養職業經理人來接班。這一度被外界曲解為宗慶後不滿意女兒的表現。

2021年，宗慶後開始退居二線，女兒宗馥莉走向台前，出任集團副董事長兼總經理，其父親宗慶後仍為集團董事長。娃哈哈這對父女完成了權柄的交接。

最近兩年，宗慶後成為了愛誇獎女兒的父親。他不止一次在媒體中肯定宗馥莉，不僅說她在近年來愈發成為一位成熟的企業家，對女兒獨立管理的公司表現出滿意的态度，還表示宗馥莉在娃哈哈集團的表現可以打90分，“比我厲害”。

宗馥莉和父親宗慶後的關系不僅是家事，外界更多地把這視為兩代企業家之間的關系，也是中國内地民營企業正普遍面臨的課題：傳承。

普華永道調查資料顯示，中國内地家族企業由家族持有和傳承基業的比例分别為59%、57%，相較于全球的65%、64%略低，且僅約1/5的内地家族企業确定接班人繼承計劃，加大對家族企業繼承人的培養力度。

宗馥莉為承擔娃哈哈這家老字号消費品公司所帶來的責任做好準備了嗎？

2004年，剛畢業的宗馥莉來到了娃哈哈位于蕭山的生産線，進行一線曆練。其後的三年間，宗馥莉一直埋頭于生産業務，直到2007年，25歲的宗馥莉，開始按自己設想的藍圖開拓“新世界”——宏勝飲料集團。拿地、購買裝置、打造團隊、建造廠房，在之後的多年時間内，宗馥莉在全國各地建廠布局。

宗馥莉認為，當今時代，過硬的技術才是一家飲料企業能夠站穩潮頭的關鍵，必須創新，否則就會失去話語權。在第一年，宗馥莉就成立了松源機械，用兩年時間，松源機械自主研發了PET 瓶和瓶蓋等飲料包裝模具。

“宗馥莉深谙生産與市場一線，不僅在生産經營、産業鍊打造、企業管理上有着豐富經驗，也對消費市場有着深入洞察，上司并主持了多個重要品牌建設項目，對娃哈哈品牌更新做出了重要貢獻。”這是娃哈哈在宗馥莉任職公告中所做的評價。

之後幾年，宗馥莉先後成立松裕印刷包裝、恒楓食品科技等4 家新興企業，宏勝集團旗下三家核心子公司皆為國家高新技術企業，還擁有CNAS認證明驗中心。對産業資源進行了整合和轉型更新，打造出食品飲料全價值鍊生态圈。

目前，宏勝在全國共有20個生産基地，40多家子公司，擁有100多條現代化生産線，年生産能力達48,000餘萬箱，實作300公裡半徑市場覆寫。另一邊，在經過曆練後，宗馥莉開始逐漸深入參與到娃哈哈的關鍵業務管理中。

“一個産品爆紅，紅過之後就沒有了，這個東西不長久，最重要的還是産品品質要過關。”宗慶後多次提到品質、誠信。

兩年前，在宗馥莉上任總經理之後，她沒有急于尋找打造新的大單品，而是将目光轉向現有的經典産品。在宗馥莉上任第一年，開啟了對旗下AD鈣奶産品的IP化運作。在2021年銷售工作會議上，宗馥莉提出：“品牌政策方面主要分為三個次元。首先是要繼續圈層營銷；其次是打造自有IP；最後是消費者促銷活動的推拉結合，關聯線上與線下為産品銷售做好360度整合助推。”

宗馥莉執掌娃哈哈期間，娃哈哈市場營銷重心向線上轉移明顯，打造年輕化的娃哈哈，同時強化在多個年齡層對娃哈哈的品牌認知。

娃哈哈2020年營收為439.8億元，創造了近10年來的營收額度新低。而在2021年，娃哈哈宣布旗下的明星單品AD鈣奶系列産品銷售額重回百億元，這成為娃哈哈打響産品年輕化的第一槍。而在全國工商聯正式釋出的“2023中國民營企業500強”榜單上，娃哈哈2022年的銷售額以512.02億元實作增長，排名第227位。

“經營企業最重要的是要保持一件事情有價值地持續地做下去，如果把目光放到未來三年，同台競技的人有很多；但如果把目光放到未來十年、二十年，那麼競争者就所剩不多。視野越長遠，步伐越堅定。”宗馥莉說。長期主義，這是宗馥莉為自己選擇的、傳承式繼承的方法論。

福布斯中國獨家稿件，未經許可，請勿轉載

頭圖來源：視覺中國

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