Starting a New Journey | HANGZHOU TIANXI AND SWISS BRANDS AG LAUNCH BRAND STRATEGIC COOPERATION

　　On the morning of May 18th, the signing ceremony of brand authorization between Hangzhou Tianxi Home Technology Co., Ltd. and SWISS BRANDS AG was held in the Science and Technology Exhibition Hall of Tianxi Kitchen Electricity Research Institute. At the same time, Zhejiang Tianxi Kitchen Appliances Co., Ltd. reached a strategic cooperation agreement with UPTOP Group (Holdings) C.,LTD (Huamei Group (International) Ltd.).

　　Chen Xiyan, general manager of Zhejiang Tianxi Kitchen Appliance and director of the research institute, Yuan Jun, deputy general manager, Chen Qiling, general manager of Hangzhou Tianxi Home, Tang Tingbin, vice president of Tianxi Kitchen Appliance Research Institute, Cai Dequan, Qian Liqiang, director of the Middle East Africa Marketing Center, Ma Xuan, director of the Americas Marketing Center, Christoph, CEO of Swiss Brands AG, UPTOP Group (Holdings) C ...,LTD Chief Executive Officer Amy, Vice President Daisy, Lily and other key leaders from both sides attended the signing event.

　　The ceremony was hosted by Vice President Tang Tingbin, with all participants speaking and dialoging in English throughout. First of all, Mr. Yuan Jun, Vice General Manager of Zhejiang Tianxi Kitchen Appliances, delivered a speech: I believe this is a great moment to start a new journey, Tianxi is moving from OEM and ODM manufacturing, to OBM brand management. At the same time, this is a great start for Swiss Brands AG to enter the homes and daily lives of Chinese and global consumers through Tianxi.

　　Christoph, CEO of Swiss Brands AG: SWISS MILITARY\SWISS AIRFORCE is a globally renowned brand, and the Swiss Federal Government is its brand owner. In order to better protect, legally promote and defend the SWISS BRANDS trademark, only officially authorized partners can regulate the use of the "Swiss Federal Authorization" round badge. The brand also stands for technical, quality, durability, and other aspects of good performance, and products bearing the Swiss Army ID brand mark are positioned as the best in all retail markets.

　　Subsequently, Chen Qiling, General Manager of Hangzhou Tianxi Home Furnishings, signed a brand authorization agreement with Christoph, Chief Executive Officer of Swiss Brands AG, and Yuan Jun, Deputy General Manager of Zhejiang Tianxi Kitchen & Electric Appliances, signed a strategic cooperation agreement with Amy, Chief Executive Officer of UPTOP Group (Holdings) C.,LTD.

　　At the end of the ceremony, an internal salon for brand cooperation and market discussion was also held to look forward to the vision of future cooperation between Tianxi and Swiss Brands AG. Both parties indicated that they will take this strategic signing as an opportunity to deepen brand cooperation in the future, give full play to the strengths of both parties, and create a win-win, sustainable strategic partnership, with a high degree of synergy between TIANXI and SWISS MIITAYR in the operation of the cooperative categories, to jointly win a larger market.

　　Hangzhou Tianxi Home Technology Co., Ltd. was established in April 2024, is a holding subsidiary of Zhejiang Tianxi Kitchen Electric established in Hangzhou, mainly engaged in the research and development, sales and brand operation of kitchenware, household products, household appliances, spare parts and other categories.