Core Viewpoint - The article discusses the leadership transition at Proya, highlighting the challenges faced by the new CEO, Hou Yameng, in shifting the company's focus from marketing to research and development, amidst significant executive turnover and a legacy of high marketing expenses [1][10]. Group 1: Leadership Changes - Wang Li, the Vice General Manager and Secretary of the Board, resigned two years before her term ended, indicating potential instability in the company's leadership [4]. - Several key executives, including the R&D Director and Chief Marketing Officer, have left the company recently, suggesting a significant shift in the management team [4][5]. - Hou Yameng, the son of the company's actual controllers, has taken over as CEO, marking a generational transition in leadership [5]. Group 2: R&D and Marketing Focus - Despite Hou Yameng's efforts to enhance R&D hiring, Proya still struggles with the perception of being "heavy on marketing and light on R&D" [10]. - In 2024, Proya's sales expenses reached 5.16 billion yuan, a 30% increase year-on-year, with a sales expense ratio of 48% [10]. - The company's R&D expense ratio has remained around 2%, which is relatively low compared to industry standards, indicating a potential area for improvement [10]. Group 3: Historical Context - Proya's rise can be attributed to effective marketing strategies, including collaborations with influencers and the introduction of popular product lines [8][9]. - The company's founder, Hou Jun Cheng, initially built trust by distributing established brands before launching Proya as its own brand [7][8].