Feiyang, founded in 2008, is a Chinese brand of shoes, handbags, and accessories. Feiyang is one of the most popular brands in China, with a large amount of their customers being women. The company designs and manufactures luxury shoes that are fashion forward, and their products are considered to be an effective way to attract attention from the public. Feiyang has been able to expand their market share by providing an affordable price for each product that is still in high quality. The company has also been able to improve their market share by using heavy-handed advertising tactics that appeal to Chinese women. They have been featured on Chinese Television shows such as "Sketch Show" and "China's Got Talent". Feiyang was founded in 2008 by a group of people who had different backgrounds and experiences in the shoe industry. Originally the company focused on high-end products mainly for men. It wasn't until 2013 when they launched the brand's first women's shoe- the Feiyang Fashion Slipper. The company then began focusing more on women's shoes and accessories, even releasing a new women's high heel sandal called the Feiyang WM2. In terms of brand recognition, Feiyang quickly became a recognizable symbol in China through its aggressive marketing strategies that made use of television shows such as "Sketch Show" and "China's Got Talent". In just a few years, the brand was able to increase its market share from 2% to 16% of the total market.