Senda, founded in 1977, rose from Jianhu, Jiangsu and has been developing for more than 30 years.

For more than 30 years, Senda has been focusing on brand shaping and development. Through historical accumulation and precipitation, relying on its huge production scale and superb technical team, it has gradually established the market position of the first men's shoes, and its sales have been in the market for 17 consecutive years. It is the first in the country to become an eternal classic in the hearts of consumers.

Jiangsu Senda Group Co., Ltd. is the vanguard of the national leather shoe industry. In 1998, the Senda brand was successfully exported to Italy; in 1999, Senda won the National Quality and Efficiency Advanced Enterprise Special Award; in May 2000, General Secretary Jiang Zemin visited Senda in person; in 2001, Senda was the first to pass the national leather shoe industry. ISO: 2000 quality system certification, five brands including Senda, Good Popularity, Vanshitina, Fareno, and Bestou were rated as national inspection-free products; in 2002, Senda Group was entitled to China Federation of Industrial Economics and Chinese famous brands The Strategic Promotion Committee was selected as one of the 16 Chinese companies in the country that have entered the world's famous brands and are internationally competitive. Senda leather shoes were rated as a famous brand of Chinese products by the State Administration of Quality Inspection and Quarantine.

Senda Group was in line with the world's shoemaking level earlier. Currently, it has established five shoemaking information centers and design centers in Italy, Australia, Hong Kong, Shanghai and Guangzhou. It has nearly 100 international design masters and world-class machinery. Ten assembly lines. Senda brand high-middle high-end men's and women's etiquette shoes, fashion shoes, gentleman's shoes, casual shoes, and multi-function shoes are popular among consumers for their "high-quality leather materials, exquisite craftsmanship, comfortable touch, and new trends in all seasons".

In 1991, Senda Leather Shoes won three department titles: in 1993, they were rated as "China's No. 1 Shoe King" by the State Administration of Technology, China Quality Inspection Association, and the National Shoemaking Standardization Center; in 193 and 94, they won the Ministry of Domestic Trade, etc. The "No. 1 Golden Bridge" awarded by seven ministries and commissions; in December 1995, the "No. 1 Golden Bridge", "China's Leather Logo Brand Product", and "96 China's Leather King" were awarded three awards; in 1993-99, they won "consumption" In the minds of those, there are three firsts: ideal brand", "actual purchase brand", and "shopping first brand". In May 1999, it was rated as a national quality and efficiency advanced enterprise by the China Quality Management Association and won a special award. On May 8, 2000, General Secretary Jiang Zemin, the leader of the Party and the state, and his delegation inspected Senda Group.

Acquisition and restructuring

In November 2007, following the successful acquisition of FILA's China trademark in September, Belle International Holdings Co., Ltd. (1880HK, hereinafter referred to as Belle International), the largest women's shoe retailer, announced that it would acquire five companies under Jiangsu Senda. Belle International's wholly-owned subsidiary - New Belle has signed a restructuring agreement with Jiangsu Senda on November 11, 2007. According to this agreement, New Belle will acquire five companies wholly-owned by Senda, with an acquisition amount of approximately RMB 1.6 billion. RMB. In terms of asset scale, this time it sets a record of mergers and acquisitions in China's shoe industry.