Mission Statement, Vision, & Core Values (2026) of China Resources Mixc Lifestyle Services Limited.

Founded in 1994 and headquartered in Shenzhen, China Resources Mixc Lifestyle Services Limited - a subsidiary of China Resources Land Limited - has grown into a leading property management and commercial operator, managing residential and non-commercial properties as well as the upscale Mixc mall portfolio; with a workforce of approximately 40,977 employees (2023) and a stated mission to "Lead the Business Progress and Build a Better Life Together", the company reported robust first-half 2025 results with revenue of RMB 8.52 billion (up 6.5%) and core net profit of RMB 2.01 billion (up 15.0%), underscoring how its core values - integrity, performance, human orientation and constant innovation - and vision to become a globally trusted, internationally competitive enterprise shape strategy, operations and sustainability commitments across stadiums, parks, industrial parks and luxury retail destinations

China Resources Mixc Lifestyle Services Limited (1209.HK) - Intro

• Headquarters: Shenzhen
• Founded: 1994
• Parent: China Resources Land Limited
• Workforce: ~40,977 employees (2023)
• Brands: Mixc luxury malls and diversified property & public-facility management

Mission

• Deliver exceptional property management and retail experiences that enhance daily life for residents, shoppers and communities.
• Operate Mixc malls as premium lifestyle destinations combining commerce, culture and leisure.
• Create sustainable long-term value for customers, partners and shareholders.

Vision

• To be a world-class enterprise and the industry leader in sustainable development performance.
• To expand and elevate the Mixc lifestyle ecosystem across China, integrating residential, commercial and public-facility management.

Core Values

• Customer-centric service excellence - prioritizing safety, comfort and convenience.
• Integrity and professionalism in operations and governance.
• Innovation - adopting digital, smart-property and experiential retail solutions.
• Sustainability - embedding environmental and social responsibility across assets and operations.
• Collaboration - partnering with tenants, communities and stakeholders for shared growth.

Sustainability & Strategic Priorities

• Commitment to becoming a leader in sustainable development performance among global peers.
• Integration of energy-efficient operations, waste reduction and green building practices across managed properties and Mixc malls.
• Focus on resident and visitor well-being through safer, smarter and greener facilities.

China Resources Mixc Lifestyle Services Limited (1209.HK) - Overview

• Customer value: prioritises high-quality retail, property and lifestyle services to exceed expectations and create measurable customer value.
• Corporate governance: commits to compliance, steady performance and transparency to support sustainable growth under applicable laws and regulations.
• Employee focus: safeguards employee rights, career development and wellbeing to raise the company-wide happiness index and retention.
• Business ethics & partners: fosters win‑win cooperation with suppliers, landlords and franchisees to maintain a stable business ecosystem.
• Social responsibility: participates in charity initiatives and promotes mainstream values aligned with national policy for social harmony and development.

• Quality service KPIs: monthly NPS tracking, with targeted improvement of customer satisfaction by 6-8% year-on-year in core mall operations.
• Governance metrics: independent board composition target >=30% independent directors and regular internal control audits to reduce compliance incidents.
• Employee programs: structured training hours per employee (target 40+ hours/year) and employee engagement score targets to lift retention above sector median.
• Partnership results: supplier performance scorecards and shared-revenue schemes to improve procurement efficiency and margin protection.
• Social impact: annual charity contributions and volunteer hours; targeted community outreach covering locality populations of multiple million residents near flagship MixC malls.

• Regulatory adherence: routine external audits and public ESG disclosures aligned with HKEX and national guidelines.
• Risk controls: diversified tenant mix and lease structures to mitigate single-asset exposure; active liquidity management and covenant monitoring.
• ESG focus: targets to reduce energy intensity in managed malls and increase green building certifications across the portfolio.

• Customer experience upgrades: digital loyalty platforms and tenant mix optimization improving footfall and average spend per visitor.
• Employee welfare: minimum living-wage policies in region, expanded benefits and mental health programs to boost the company happiness index.
• Community programs: targeted charity drives, scholarship funds and cultural events in flagship cities to reinforce social cohesion.

China Resources Mixc Lifestyle Services Limited (1209.HK) - Mission Statement

• Build an industry-leading, internationally competitive talent team and management system capable of scaling across borders.
• Achieve operational efficiency and product-brand excellence via continuous transformation and technology adoption (digital operations, data-driven merchandising, smart property management).
• Expand global footprint while preserving the Mixc brand identity and resident-city engagement model.

• Talent & Management: cultivate an international-level leadership and professional pool focused on retail, lifestyle services, and integrated asset management.
• Operational Efficiency: adopt lean processes, centralized procurement, and platform-based property management to improve margins and service consistency.
• Brand & Products: develop signature Mixc lifestyle offerings and replicate successful formats across new domestic and overseas markets.
• Transformation & Innovation: prioritize digitalization, omnichannel retail, experiential leisure, and ESG-aligned practices to capture evolving consumer trends.

• Scale and Replicability: standardize successful Mixc mall formats and lifestyle services for cross-border roll-out while retaining local customization.
• Data & Technology: invest in CRM, consumer analytics, and smart-property systems to raise yield per square meter and improve tenant retention.
• Capital Allocation: balance reinvestment in core domestic projects with targeted international pilot projects and partnerships.
• ESG & Social License: strengthen governance, environmental performance, and community engagement to build global reputation and investor confidence.

• Capture experiential retail demand through curated events, F&B incubation, and omnichannel tenant strategies.
• Leverage the Mixc brand for premium positioning and co-branding with international retail partners.
• Drive margin expansion via cost control, energy management, and centralized procurement.
• Pursue M&A and joint-venture opportunities selectively to accelerate overseas entry and gain local know-how.

China Resources Mixc Lifestyle Services Limited (1209.HK) - Vision Statement

• Integrity: embed honesty, transparency and compliance as the bedrock of decision-making and corporate culture.
• Performance-driven: pursue continuous improvement in operational efficiency, asset performance and service quality to drive measurable financial and non-financial outcomes.
• Human-oriented: prioritize the needs and well-being of customers, employees, tenants and communities in product and service design.
• Innovation: institutionalize innovation across technology, service models and property operations to adapt to market shifts and elevate customer experience.

• Asset-light and asset-heavy portfolio optimization to balance growth, yield and capital efficiency.
• Customer-centric digitalization to increase footfall conversion, enhance membership lifecycles and enable data-driven tenant mix.
• ESG and community engagement programs that align landlord, tenant and consumer interests for resilient social license to operate.
• Talent development and ethical leadership to safeguard brand promise and operational integrity.

• Governance: internal controls, audit and compliance frameworks underpin transparent reporting and stakeholder trust.
• Ethics: procurement, tenant selection and partner engagement align with anti-corruption and fair-deal policies.

• KPIs: occupancy rate, tenant sales per sq.m., customer retention, and operating margin guide short- and medium-term targets.
• Continuous improvement: process optimization, cost discipline and targeted investments in high-return assets are emphasized.

• Customer value: curated tenant mix, lifestyle programming and community events raise dwell time and spend per visit.
• Employee care: training, career development and safety measures aim to retain talent and ensure service consistency.

• Digital platforms: membership ecosystems, data analytics and omni-channel marketing to personalize offers and deepen engagement.
• Service innovation: new F&B, entertainment, health and family-focused offerings to broaden revenue streams and meet evolving lifestyles.

• The company's mission and vision are operationalized through measurable initiatives-portfolio optimization, digital transformation, ESG programs and talent development-that reflect integrity, performance, humanity and innovation.
• Investors and stakeholders can track progress through periodic disclosures, KPIs and the company's sustainability reporting.