Recently, Mifos (02556.HK) and CHICMAX (02145.HK) held a strategic signing ceremony for 2025, focusing on the beauty Industry. Both parties will engage in comprehensive and in-depth cooperation in the areas of digital transformation and multi-brand development, leveraging the strong new marketing power of AI Agent to assist CHICMAX in achieving intelligent upgrades and digital transformation of full-chain operational services in the consumer market, exploring innovative development paths for domestic cosmetic brands.

CHICMAX owns three major Block Orders brands: Hanshu, Yiyezi, and Red Elephant, and has successfully established Newpage and Anmiyou as secondary growth curves. In the recently concluded 2024, CHICMAX's Super Brands Hanshu achieved over 6.7 billion in GMV, securing the top position in beauty on Douyin.

As a leading domestic cosmetics enterprise that has traversed over 20 years of market cycles, CHICMAX, under the guidance of its new development strategy, is accelerating the improvement of its comprehensive strength in areas such as innovation and research and development, and supply chain management, gradually building resilience and strength to overcome the current global economic downturn. CHICMAX has numerous well-known sub-brands, with consumer information dispersed across various online and offline channels. The introduction of Mifos' marketing strategy Agent becomes a key driving force for its further transformation towards intelligent marketing.

In this cooperation, Mifos' content marketing Agent will empower the company to achieve full-process automation from market research to brand activities. Based on the characteristics and positioning of CHICMAX's products, in conjunction with diversified marketing goals, audience characteristics, and unique brand positioning, Mifos can assist marketing personnel in efficiently producing marketing materials that are personalized, creative, and perfectly align with the brand image, and guide subsequent outreach and deployment.

As the globalization of domestic brands accelerates, the value of AI Agent will become more prominent. Data indicates that by 2025, the overseas market share of Chinese cosmetic brands is expected to double, while AI-driven "full-chain digital operation" will become the core of brands going overseas. The application of Mifos' AI Agent technology in multilingual, multi-channel, and localized customer interactions can also help CHICMAX effectively establish brand benchmarks in cross-border e-commerce and international market customer service.

As technology and brands undergo deep integration, the growth logic of the Cosmetic Industry will also be reshaped. In the future, the deep collaboration between the two parties will center around "AI Agent + domestic beauty brands," helping CHICMAX expand its market boundaries while solidifying its existing market share, using Agent as a new form of marketing power to further enhance the influence and market position of domestic cosmetics.