“When I first started exploring the market, no matter where I went, I would always be staring at other people’s shoes. Whenever I saw a nice pair, I’d either ask to take a photo with my camera or secretly snap one from the side.” Reflecting on his entrepreneurial journey, Xie Jiajun couldn’t help but laugh: “Back then, I almost got mistaken for a ‘creepy photographer’”.
Upon arriving at the Taiwanese Investment Zone, most mom shoe factories had closed for renovation, except for Zu'anda, where the sounds of machinery were roaring and a teapot set on the coffee table hadn’t been washed yet after being freshly brewed. Speaking about how many factories had shut down this year while his own continued to receive endless orders, Xie Jiajun shared the secrets to his success.
Doing business first requires learning how to be a good person.
Mom shoes are generally more suitable for people in southern China. The winter in the north lasts relatively longer, so the seasonal window for mom shoes is shorter there, resulting in consistently limited sales. However, in recent years, Zu'anda has seen a sharp surge in sales in the northern market. It turns out that Zu'anda made adjustments when selling shoes for southern and northern markets. Recognizing the differences in foot shapes between the two regions, Zu'anda customized the shoe lasts accordingly—making those for the north slightly wider to accommodate the taller stature of northerners. With attention to detail and comfortable foot feel, Zu'anda has earned praise from many customers and successfully captured both southern and northern markets.
From shoe design, prototyping to sales, Xie Jiajun handles everything himself. As a member of the Calligraphy Association Council, the process of learning calligraphy cultivated great patience and meticulousness in this burly man from the north, qualities that also contributed to his business management. There are no shortcuts to success—only diligent and dedicated operation.