Brand Story
Entrepreneurial Origins
Yiwu Haley Brilliant International Trade Co., Ltd.
Founded on July 17,2014, the headquarters is located in Urumgi, “the heart of Asia”, the main business of small household appliances at home and abroad trade and production business, products are exported to Russia and five Central Asian countries, the same year founded its own brand “HALEY”. The company integrates R&D, design, manufacturing, logistics, sales and service, and then opens a branch in Yiwu City, the “world capital of small commodities” to expand its business to Southeast Asia, the iddle East and Africa. In the era of “Internet +”, it sets up a subsidiary in Changsha to expand its e-commerce platform business.
Entrepreneurial Origins
Hard-Earned Success
In her early entrepreneurial days, He Xuezhen undertook multiple roles simultaneously-handling sales, procurement, accounting, and logistics on her own. Her sole means of transportation was a two-wheeled handcart, which she often used to personally transport goods to her warehouse.
At that time, business transactions were conducted entirely in cash, and foreign buyers faced significant risks carrying large sums. However, He Xuezhen’s unwavering reliability, integrity, and steadfast approach to doing business earned her an exceptional reputation among international buyers. Trusting her implicitly, many chose to make her booth their first stop, entrusting her with their cash and building long-term partnerships rooted in confidence and mutual respect.
Remarkable Achievements
Brand Soaring in Global Expansion
By 2024, HALEY has evolved into a major player in the small household appliance industry, offering over 60 categories and 1,200+ models/SKUs, and achieving widespread popularity across more than 100 countries. The brand has signed exclusive national agency agreements with outstanding distributors in over 20 countries.
These agents, driven by their trust and respect for He Xuezhen, attentively heed HALEY’s advice for managing their local markets and diligently execute joint business plans. Compared to their previous operations as ordinary distributors, their revenues as HALEY’s exclusive agents have far surpassed the combined sales of multiple regular distributors in the same markets.
Through this partnership, they have undergone transformative growth. These agents now operate extensive chain stores, manage well-developed online and offline sales channels, and provide comprehensive after-sales service systems, supported by training from HALEY’s technical team. With guidance and services from HALEY’s design team, they also boast professional teams for graphic design, product photography, exhibitions, and marketing, securing their positions as market leaders in their respective countries.
Want to Talk to us?
We’ d Like to Hear from You!
Speak with a trusted advisor, HALEY honestly looking forward to cooperating with you to create a bright future! please feel free to leave an inquiry at any time!