Managers from Desai Group discuss the products to be exhibited at the Canton Fair and the exhibition layout. [Photo by Wang Yanqiong, Zhuang Miaomiao/tidenews.com.cn]
Wenzhou-based Desai Group has drawn national attention after rejecting demands from a client from the United States to take inventory at half price amid rising tariffs.
"Our products have value — we won't sell them cheap," said General Manager Zhang Wenjie, earning widespread praise online.
A longtime original equipment manufacturer for global brands, Desai exports over 70 percent of its shoes, with the US once accounting for a third of that. Facing market shifts, the company quickly pivoted — diversifying into Europe, Russia, and Southeast Asia while boosting domestic e-commerce, which now exceeds 100 million yuan ($13.7 million) in annual sales.
While US orders fell, European demand surged by over 30 percent. Desai also accelerated its shift to smart manufacturing and transitioned from exports to domestic sales via livestreaming. "There's no real barrier — just design and sizing differences," Zhang noted.
Now preparing for the Canton Fair, Desai is focused on new markets and innovation. "We don't dwell on problems — we look for solutions," said Zhang. With steady policy support and industry resolve, Wenzhou's footwear sector is stepping forward with confidence.
Employees work hard to fulfill orders. [Photo by Wang Yanqiong, Zhuang Miaomiao/tidenews.com.cn]
