Helens International Holdings Company Limited (HLS) said founder and chairman Xu Bingzhong resigned as chief executive officer effective Jun, 26 2026, as part of a move to separate the roles of chairman and CEO in line with corporate governance guidelines. Xu remains an executive director, chairman of the board, chairman of the nomination committee and a member of the remuneration committee.

The board simultaneously appointed Wang Hao and executive director He Daqing as co-chief executive officers, also effective Jun, 26 2026.

Wang, 41, brings more than 15 years of digital-marketing experience, including roles as a private-domain consultant to Luckin Coffee since Jul, 2020 and senior vice-president at a marketing subsidiary of UCAR Inc. from Jul, 2016 to May, 2020. He holds a degree in industrial design from North University of China and has signed a five-year service agreement with the company.

He, 42, joined the group in Aug, 2020 and is currently chief operating officer of Shenzhen Helens Enterprise Management and a supervisor of Maidilong Technology (Hubei). His prior experience includes senior positions at the CPC Huangshi Municipal Committee and Xinhua News Agency. He obtained bachelor’s and master’s degrees from Sichuan University and owns 2,571,508 company shares. He will receive no additional remuneration for his new duties.

The board said the revamped leadership team will focus on optimising the group’s business model, brand positioning, product mix, digital systems and internal management structure to support ongoing growth. It thanked Xu for his service as CEO and welcomed Wang and He to their new roles.