Views: 6 Author: Site Editor Publish Time: 2026-11-05 Origin: Site
Hook-and-loop fasteners may be small, but they are far from simple.
In wearable products, they affect connection and wearing comfort. In rehabilitation and medical products, they can influence stability during use. For end users, a hook-and-loop fastener may be only a small component. For a manufacturer, however, it involves materials, processing, application fit, and delivery consistency.
Xu Jianwen, General Manager of Dongguan Jiehuan Electronic Technology Co., Ltd., has spent 25 years working in this specialized field. According to the interview materials for Cow Business Forum: “Hidden Champions—Leaders in Specialized Markets”, Jiehuan focuses on the research, development, production, and sales of adhesive-backed and heat-pressed hook-and-loop fasteners, primarily serving the smart-wearables and rehabilitation-medical sectors.
Promotional poster for the Cow Business Forum feature.
In 2001, after leaving a state-owned enterprise, Xu Jianwen moved south to Guangdong and joined a Taiwanese hook-and-loop fastener company in sales. Six years in the market gave him a closer understanding of the product: although a fastener is small, it can directly affect the user experience of many finished products.
The interview materials state that, at the time, high-end domestic markets relied heavily on foreign brands, whose products were relatively expensive and often had longer lead times. From this observation, Xu formed a straightforward but firm view: a small product can still create significant value. If quality is genuinely improved, a company can build a position in a specialized market.
In 2007, Xu started his own business. From the beginning, the company made “quality first” its core positioning. It introduced equipment of a level comparable to that used by foreign companies, recruited technical and sales personnel with experience at foreign enterprises, and chose a high-end development path.
This was not a strategy built around a short-lived opportunity. It began with the fundamentals—product quality, equipment investment, and talent—and gradually established the company’s professional foundation.
Build the company on quality and the business on craftsmanship.
Source: The “Entry into the Industry and Entrepreneurial Purpose” section of the interview materials in Cow Business Forum: “Hidden Champions—Leaders in Specialized Markets”.
Xu Jianwen on the set of the Cow Business Forum program.
In 2015, Jiehuan began systematic training in internet marketing. The interview materials state that the idea of “one centimeter wide and one kilometer deep” encouraged the company to reassess its product and industry direction.
Jiehuan subsequently focused its core products on adhesive-backed and heat-pressed hook-and-loop fasteners, while targeting the smart-wearables and rehabilitation-medical sectors.
With that focus, the company was no longer addressing a broadly defined “hook-and-loop fastener market.” Instead, it was working on more specific product requirements and application problems: how materials fit a finished product’s structure, how processing meets customer requirements, how consistency is maintained in volume production, and how a supplier supports customer development and validation.
The interview materials describe this stage as “lean manufacturing internally and deep industry engagement externally.” Internally, the company continued to improve its manufacturing capabilities. Externally, it worked to understand the needs of its target industries. The more specialized the product and application, the deeper the company must go into every relevant detail.
The Jiehuan team.
According to the interview materials, Jiehuan reached several important milestones: entering Huawei’s supply chain in 2017, establishing cooperation with SKG in 2020, and receiving recognition from BYD in 2022. The materials also state that Jiehuan was recognized as a National High-Tech Enterprise in 2021 and became a principal drafting organization for the new national standard for hook-and-loop fasteners in 2025.
These statements summarize the company’s development history as presented in the interview materials. The current materials do not include cooperation documents, qualification certificates, or standard-drafting records. Before external publication, the company should verify each statement against documentation that can be made public.
For a manufacturer in a specialized market, customer recognition is more than a single order or cooperation project. The more important question is whether the product can enter the customer’s research, validation, and mass-production systems, and remain stable throughout long-term delivery. Only after a product withstands real-world application can professional capability become external trust.
A group discussion recorded during the Cow Business Forum program.
A specialized market does not mean that a company remains in one place. On the contrary, the more focused the company is, the more continuously it must solve new problems.
From the fastener itself to applications in smart wearables and rehabilitation medicine, and then to materials, processing, and industry standards, the interview materials present a path of progressive depth: first make the product well, then understand the application, and finally turn long-term accumulation into professional capability.
Xu Jianwen said in the interview materials: “A small product can make a big difference.” The statement also summarizes Jiehuan’s continuing direction: make one small product better, build deeper expertise in one specialized field, and continue increasing product value through real applications.
From entering the hook-and-loop fastener industry in 2001 to starting a business in 2007 and later focusing on adhesive-backed and heat-pressed fasteners, Jiehuan has followed a long-term path built on products, quality, and industry applications.
The current interview materials do not provide the company’s market share, industry ranking, or complete operating data. Therefore, they cannot establish the company’s exact position in the market. They do, however, show that Jiehuan regards quality, focus, and sustained investment as important foundations for its development.
A leader in a specialized market is not necessarily always in the public spotlight. Its value is often built where products are needed, technologies are validated, and customers choose to work with the company over the long term.
