Core Viewpoint - The recent resignation of Liang Qichao as the general manager of Chengde Lulux is significant, especially as the company faces a sudden decline in performance after four years of growth, indicating a critical transition period for the company as it attempts to expand its market presence beyond the northern regions of China [1][7]. Management Changes - Liang Qichao resigned for personal reasons but will continue to serve as vice chairman and executive director. Ding Xingxian, also from the "Wanxiang system," has been appointed as the new general manager [2][3]. - Ding Xingxian is the fifth general manager of Chengde Lulux, with all recent managers closely tied to the "Wanxiang system," which has been the controlling shareholder since 2006 [3][4]. Recent Performance Issues - In Q1 2025, Chengde Lulux reported a revenue of approximately 1 billion yuan, a year-on-year decrease of 18.36%, and a net profit of about 215 million yuan, down 12.53% [7]. - The company has faced challenges such as aging distribution channels and a declining overall gross margin, which has dropped from 52.62% in 2019 to 40.94% in 2024 [7][8]. Market Position and Challenges - Chengde Lulux is currently struggling with a single product structure and limited market expansion, particularly as competitors in the plant-based beverage sector gain traction [8]. - The company has announced new product launches, including herbal drinks, but faces significant competition and a late entry into the market [8][9]. Strategic Recommendations - Experts suggest that Ding Xingxian should focus on brand rejuvenation and product innovation while enhancing team dynamics to adapt to market changes [9].