In 2017, the company established its technology and operations headquarters in Changsha and its supply chain center in Fuzhou, Fujian province. Over the past decade, it has developed multiple proprietary brands spanning women's, men's, outdoor, sports, and children's footwear.
At the company's headquarters in Changsha, an AI-powered consumer insight center operates around the clock, automatically gathering user reviews from major global e-commerce platforms. Customer complaints are categorized and tagged, then directly fed into product improvement processes.
"Our team used to rely on traditional methods to gather customer feedback, such as visiting physical stores, hiring overseas buyers to track fashion trends, or manually reading online comments," Xie explained. "What used to take dozens of people months to accomplish now takes just a few minutes."
In April 2025, the company launched a self-developed AIGC platform that can place shoe designs in various settings across the world and generate images or short videos, handling much of the visual content previously produced in photo studios.
To expedite delivery, the company has established its own overseas warehouses, stocking products in advance and shipping locally. It now collaborates with over 20 international logistics routes and operates more than 60,000 square meters of self-built warehouses in Los Angeles, Chicago, and New Jersey.
"It now takes just three to seven days to reach our customers in most parts of the US," Xie said.
