Guangzhou Xingjiafang Trade Co., Ltd. was established in 2016, formerly known as Guangzhou Xingyi E-commerce Co., Ltd., which originated in 2014. Through years of development and operations, the company has transformed its business model from pure e-commerce to an integrated online and offline operational structure. Its brand portfolio has evolved from solely self-owned brands to a combination of proprietary brands, agency brands, and ODM (Original Design Manufacturer with design capabilities). The product categories have expanded from basic socks to three major categories encompassing thousands of items: sports goods and equipment, casual food products, and footwear & apparel ODM (operating as a physical trader rather than a TP-type service provider)
The brand story of Xingjiafang traces back to 1989 or earlier, when its founder Zhu Weixing was in his second year of junior high school in his hometown of Inner Mongolia. In 1990, he accompanied his father to the International Knitting Machinery Exhibition in Shenzhen, where he became fascinated by an integrated semi-automatic pantyhose machine from Italy. Coming from a **”socks-making family”** with generations engaged in the industry, Zhu’s childhood immersion in hosiery laid the foundation for his lifelong connection to socks.
Due to financial constraints, Zhu’s father ingeniously modified a second-hand domestic short sock machine to produce the trendy pantyhose of that era. This innovation allowed them to manufacture cutting-edge designs, which quickly gained recognition from domestic distributors and later expanded to exports to Mongolia and Russia. At a time when most Chinese enterprises lacked brand awareness (early 1990s), Zhu’s forward-thinking led him to register the “Xingjiafang” brand during his entrepreneurial endeavors, making it one of the earliest domestically branded sock enterprises.
Xingjiafang applied for its trademark registration in 2012, driven by founder Zhu Weixing’s vision to “start small and build from humble socks” – a philosophy encapsulated in the brand’s iconic slogan: **”All greatness begins at the feet!”** . This vision aimed to eventually have millions wearing his designed socks. From its inception, the company focused on casual and sports socks, collaborating with factories to develop high-comfort and performance-driven products .
During China’s e-commerce boom (2010-2016), Xingjiafang faced the challenge of bridging design/production capabilities with sales channels. A pivotal moment came in 2014 with the launch of its first online store – JD.com Xingjiafang Flagship Store . This strategic shift to e-commerce propelled growth:
Sales surged from hundreds to tens of thousands of pairs monthly
Annual sales reached hundreds of thousands
Product lines expanded from socks to yoga wear, fitness apparel, sports equipment (badminton rackets, basketball hoops), and outdoor fitness facilities
Trademark registrations spanned 10 categories across major global markets
The brand’s name “坊” (workshop) initially reflected its positioning as an accessible, grassroots manufacturer offering everyday essentials. However, its physical evolution defied expectations:
Graduated from residential spaces to office buildings
Established a dedicated 600㎡ facility for operations and logistics
Attracted talent aligned with its **”small but meticulous” philosophy**
Core Philosophy of “Smallness”:
Xingjiafang redefined “small” as a strategic ethos rather than a scale limitation:
Detail-oriented innovation: Prioritizing subtle improvements in craftsmanship, materials, and quality control
User-centric humility: Embedding customer/employee feedback into product development and after-sales service
Incremental growth: Believing that “micro-changes drive macro-transformations” in brand reputation
This approach culminated in 2016 when Xingjiafang’s socks won a national tender against established factories, validating three competitive edges:
R&D-driven product development
Relentless user experience optimization
Continuous micro-innovations in production techniques and material selection
As Zhu Weixing emphasized: “In an era chasing quick profits, we choose to strengthen our core through accumulated ‘small’ perfections – this is how longevity is built.”
“In this era of rapid economic development, many companies focus on chasing quick profits, while few dedicate themselves to building solid foundations for century-old enterprises. Too many lack the **’craftsmanship spirit’** – the commitment to hone their core competencies into specialized expertise and ultimately something exceptional. At Xingjiafang, we’ve remained steadfast in our original vision. By starting with subtle improvements and persisting with incremental ‘small’ changes, we’ve grown in scale. But to become truly stronger, we must uphold this philosophy of **’smallness’** – it’s about perfecting every detail to create enduring value.”
— Zhu Weixing, Founder of Xingjiafang Brand
