Credit Interview: Founder Zhu Weixing on Craftsmanship

Brand Origin

The SQF story began around 1989. As a teenager in Inner Mongolia, founder Zhu Weixing attended the 1990 Shenzhen International Knitting Machinery Fair and was fascinated by an Italian semi-automatic hosiery machine. Born into a hosiery family, he formed a lifelong bond with socks.

With no funds, his father converted a second-hand domestic sock machine to produce the then-fashionable pantyhose. The novel styles won recognition and were later exported to Mongolia and Russia.

E-Commerce Pivot & Growth

In 2014 SQF opened its first online store — the JD flagship. Growth: hundreds of pairs per month → tens of thousands → hundreds of thousands annually. The product line expanded from socks to yoga wear, fitness apparel, sportswear, then to badminton rackets, sports flooring, basketball hoops and outdoor fitness trails.

Trademarks cover 10 classes across the world's major markets.

The Philosophy of "Small"

In this fast-growing economy, many companies think about quick money, few think about how to build a century-old brand. Too many lack the spirit of craftsmanship.

SQF redefines "small" as a strategic spirit: think small, value process details; stay humble and prudent; put colleagues and customers first. The pursuit of "small" is the pursuit of brand reputation.

2016 Breakthrough

In 2016, SQF's socks won a national tender against many factories, proving three strengths: R&D focus, UX focus, and continuous small improvements.