Why did Mengniu, whose profit is one-third of YILI, "not listen to the advice" to invite Ma Yili as a spokesperson?

Mengniu and YILI are fiercely competing in their Spring Festival marketing, with YILI hiring Ma Yili as their spokesperson, while Mengniu did not adopt the suggestion and chose other spokespersons. Although Mengniu has optimized its marketing expenses, due to a decline in revenue, it is expected that the net profit in 2025 will only be between 1.4 billion to 1.6 billion yuan, lower than market expectations. Mengniu's stock price rose slightly, while YILI's stock price performed better