Chicmax`s KANS Brand: A `Made in China` Brand All Set to Reach New Heights?

Case Code: MKTG477
Case Length: 19 Pages
Period: 2003-2024
Pub Date: 2025
Teaching Note: Available

Price: Rs.400
Organization : Shanghai Chicmax Cosmetic Co., Ltd.
Industry : Cosmetics & Toiletries
Countries : China
Themes: Business Level Strategies, Innovation, Strategic Planning,Market Segmentation

Abstract Case Intro 1 Case Intro 2 Excerpts

Chicmax – History and Evolution

Born and raised in China, Yixiong pursued higher education at the Cheung Kong Graduate School of Business and completed executive management training. He then went on to establish Chicmax in 2002 (See Exhibit III for the timeline of Chicmax). KANS was launched by Chicmax in 2003. From its inception, Chicmax had an independent R&D facility. The company also built its own factory in Suzhou, China, and developed a supply chain..

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