"selftrend" fashion shoes are branded as "fashion, simplistic, comfortable, unique" and customers have three "capables": fashionable (fashion style), comfortable fitting (comfortful feeling), reasonable price (reasonable price), so that the dressers feel free to feel my true nature and attraction. “selftrend” addresses the vast potential market space of the domestic fashion shoe industry, which is a powerful brand of the domestic fashion shoe industry, with a greater focus on the combination of beauty and comfort in product design. From its inception, brands have fully utilized the rich resources of the group, including human, material and financial resources, and have established a development approach adapted to the high level of competition in the market, focusing on business as a work centre, and shifting production procurement from a social division of labour to a production base in the pearl river delta, which has both technical and cost advantages. Emphasis is placed on communication and coordination in the areas of design and information, design and marketing, design and production, and quality prosecution. The concept of design is first injected into the brand, then the brand is gradually promoted by sound management. In pursuit of fashion, energy, comfort, simplicity and unique ideas, progress is constantly being created. The repositioning of beauty with emphasis on “self” and “personality” is tantamount to a “beautiful” vision, advocating for consumer courage and commitment。