HALEY Brand Story: Delivering Innovation & Value Worldwide
Entrepreneurial Origins
HALEY Company Profile
Yiwu Haley Brilliant International Trade Co., Ltd. was founded on July 17, 2014, with its headquarters located in Urumqi, “the heart of Asia.” As a professional manufacturer of china home appliance, we specialize in R&D, design, manufacturing, logistics, sales, and service. Our products are exported to Russia and five Central Asian countries. In the same year, we established our own brand “HALEY,” which has grown into one of the best home appliances brands in the global small appliance industry.The company integrates full industrial capabilities and continues expanding through its Yiwu branch, located in the “world capital of small commodities,” strengthening our presence in Southeast Asia, the Middle East, and Africa. In the era of “Internet +,” we further established a subsidiary in Changsha to develop e-commerce channels and enhance global digital trade.
Entrepreneurial Origins
Hard-Earned Success
In her early entrepreneurial journey, He Xuezhen managed multiple roles simultaneously, including sales, procurement, accounting, and logistics. With limited resources, she personally delivered goods using a simple two-wheeled handcart, building the foundation of today’s global business network.
At that time, all transactions were cash-based, and foreign buyers often faced risks carrying large amounts of money. However, her integrity, reliability, and commitment to long-term cooperation earned strong trust from international clients. Many buyers regarded her booth as their first stop, building long-term partnerships based on mutual confidence and respect.This spirit of persistence and trust later became a core value of HALEY, positioning the company among top home appliance brands recognized by global distributors and partners.
Remarkable Achievements
Brand Expansion & Global Growth
By 2024, HALEY has developed into a major player in the small household appliance industry, offering over 60 product categories and 1,200+ SKUs, with strong market presence in more than 100 countries. As a professional Home appliance factory in China, HALEY continues to strengthen its global manufacturing and supply chain capabilities. The brand has also signed exclusive national agency agreements with distributors in over 20 countries.
These partners, inspired by their trust in HALEY, closely follow the company’s market guidance and execute joint development strategies. Compared with traditional distribution models, HALEY partners have achieved significantly higher revenue growth and stronger market influence.
Through this cooperation model, HALEY has become recognized not only as a manufacturer but also as one of the best sustainable home appliance brands, supporting long-term, stable, and responsible global business development. As a smart home appliance manufacturer, HALEY is committed to integrating innovation, intelligent design, and advanced production technologies into its product ecosystem.
With strong manufacturing and service support, HALEY partners operate professional retail networks, e-commerce channels, and after-sales systems. Supported by HALEY’s technical and design teams, they also benefit from marketing, product photography, exhibition planning, and branding support, strengthening their position in local markets.In the global competitive landscape of electronic home appliances brands, HALEY Smart home appliance solutions continues to expand its influence through innovation, reliability, and long-term partnership strategy.
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