An economist once said of the Zhejiang merchants, that they have developed from rascals into gentlemen. In days past, “Wenzhou shoes” — while perhaps not a byword for substandard goods generally — were, one upon a time, substandard footwear; and Zhejiang products of the period were regarded as low-end. This image — accurate only when and where it was accurate — had a noxious effect on the image of Zhejiang businessmen. But since the beginning of the new century, Zhejiang merchants (like their products), have changed. The reigning brand image of Zhejiang’s products, and of the people who make them, is quality. This week, we’ll look at the business ethic of Zhejiang merchants.

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