"As to florescent flowers, people only admire her present vivid colors. However, her bud was sodden by struggled tears and blood" In 2008, Zhu Cheng extracted Bing Xin's poem on home page of his diary. The words of the shop owner although the socks you purchase are cheap and superior in quality, they are not branded. The customers can only buy socks for themselves and can not give the socks away as gifts always occured to him Then he looked up the history of socks in Jiang yin, people in Hua Shi began to use manual stocking frame to do the production in the Qing dynasty (1908) and the history had been 100 years. "100 years later, I will build a famous brand of socks! " Zhu Cheng wrote six characters in the diary: "Good socks come from Hua Shi. " This is his goal and he not only wanted to inherit one hundred years' history of HuaShi socks, but he wanted to transcend the history. In order to establish a brand, he invited Japanese experts to help companies find and make up for the deficiencies of production and management. At the same time, he devoted himself to the commitment of all employees to build enterprise culture.

The core Zhu Cheng suggested is "be happy to CHAN". "CHAN " is not only short for Jiang yin, but also represents the company. He believes that people always feel unhappy can't create famous brand. Therefore, he hopes everyone in CHAN Socks Co., Ltd., has good mood every day. As to every employee of the company, he pays full amount of labor insurance fund. Except overtime to rush out for disaster areas, the eight-hour working time is strictly carried out. The wages are paid off monthly and the bonus increases every year. Workers will travel twice every year. To firmly establish the brand awareness of workers, he organizes them to learn scientific knowledge and advanced technology to encourage innovation. He also often goes to staff quarters and dining hall, to know the living and eating conditions of workers. When he learned that there were 10 employees with children at home, and no one took care of the children, he built a small nursery in the factory. The workers' children can be taken care of free, which eliminates the worries of the employees.

A series of measures made all employees in Chan felt pleased. They said Mr Zhu treated them as relatives, making them more love their work and they would do their best to contribute for building the famous brand.

Zhu Cheng's major in college was international trade and he had been studying the dynamic and international market trends. According to the new demands of the market, he developed gentleman socks, lady socks, antibacterial filar socks, bamboo fiber socks and other thousands of varieties, yearly production of more than 8 million pairs. After three years' effort, the socks were popular not only in Shanghai, Beijing, Guangzhou and other domestic cities but also selling well to Europe, Japan and other developed countries.

In August 2010, CHAN was awarded Chinese famous brand by the quality supervision center. Since then, Zhu Cheng's Chan Co Ltd., had come to the forefront of the domestic peers.

As the brand has been more popular, some customers called Zhu Cheng jokingly "socks Cheng. " He is very happy because "Cheng" is short for Jiang yin, "socks Cheng" also represents the Jiang yin brand. He dreams that there will be a city of socks called CHAN. After deep consideration, he figured out a new slogan: "Quality Socks, Chan China! " He believes that the dream will come true with the enterprise stronger.