Early official and industry materials typically positioned ST&SAT as a fashion footwear brand for urban women aged 22–35. More recent annual reports describe the target demographic as women aged 20–35, with product positioning in the mid-to-high-end segment.

The name ST&SAT carries specific symbolic meaning within the brand’s identity framework. According to brand documentation, “ST” is interpreted as an abbreviation of the English word “Saint,” while “SAT” conveys notions of “victory, resurrection, and perpetuity.” This nomenclature aims to project an image rooted in Western fashion culture while emphasizing female independence, self-expression, and vitality.

In international trademark records, the ST&SAT mark has also been documented with the readings or interpretations “ST AND SAT” and “ST AND SATURDAY.”1 From a consumer recognition standpoint, ST&SAT corresponds to the Chinese name “星期六” (Saturday), which remains a primary identifier for the brand in its domestic market.

Origins and Founding

The history of ST&SAT is closely linked to the entrepreneurial career of founder Zhang Zemin. A graduate of Shenyang Normal University and former teacher, Zhang relocated to Guangdong in the late 1980s. Around 1991, he entered the Guangzhou footwear wholesale market, gaining initial industry experience through distribution. He subsequently served as a distributor for Belle women’s shoes in select markets.

Recognizing that reliance on third-party distribution limited direct access to consumers and terminal markets, Zhang shifted his focus toward developing a proprietary brand and retail network. This strategic pivot culminated in the establishment of the predecessor business to ST&SAT in 1993.

First Retail Store

A significant milestone occurred in July 1994, when the first ST&SAT store opened in Shenyang. Spanning approximately 20 square meters, this outlet marked the brand’s transition from production and wholesale to direct-to-consumer retail. Brand histories cite this period as the foundation of its chain-store operating model.

Expansion and Systematization (1990s)

The 1990s were formative for establishing the brand’s operational systems:

• 1993: Transition from traditional footwear trading to an independent brand model.
• 1994: Opening of the first ST&SAT store in Shenyang.
• 1995: Adoption of digital management systems in footwear operations.
• 1997: Repositioning of brand image and establishment of a comprehensive CIS (Corporate Identity System). In the same year, related entities registered “Saturday International Enterprise (Hong Kong) Group Co., Limited” in Hong Kong, signaling early efforts to broaden market reach.2

This decade saw the business evolve from wholesaler to manufacturer, then to brand owner and retailer, laying the groundwork for national expansion.

National Growth and Public Listing (2000s)

In the 21st century, ST&SAT scaled its operations by integrating product design, R&D, manufacturing, brand management, channel administration, retail, and after-sales service into a cohesive supply chain. By approximately 2002, a comprehensive brand operations system was in place.

Saturday Co., Ltd. was listed on the Shenzhen Stock Exchange in 2009 under stock code 002291, becoming one of the earlier footwear enterprises to list on China’s A-share market. It is important to distinguish between ST&SAT as a commercial brand and Saturday Co., Ltd. as the corporate entity; while historically intertwined, they are distinct concepts.

ST&SAT is positioned around the pillars of urban lifestyle, fashion, comfort, and individuality. Early brand profiles characterized core consumers as urban women aged 22–35 who value independence, self-expression, and quality of life. The brand philosophy has historically emphasized discovering personal beauty, suggesting that footwear serves as a medium for expressing individual charm.

As of 2021 disclosures, ST&SAT is categorized as mid-to-high-end women’s footwear targeting women aged 20–35. The primary price band was reported at approximately RMB 400–1,800, with distribution across tier-1, tier-2, and tier-3 cities throughout mainland China. This price range reflects historical disclosure data and may not apply uniformly to all current products.

ST&SAT maintains a diversified product portfolio covering multiple categories and seasonal needs:

High Heels

A traditional cornerstone of the brand, high heel designs typically feature feminine silhouettes, pointed or rounded toes, and mid-to-high heel heights suitable for both professional and formal occasions.

Flats

This category includes commuter shoes, Mary Janes, loafers, and low-cut styles, serving as staples for daily wear.

Boots

Historically a significant category for the brand, boot offerings include ankle boots, mid-calf boots, knee-high boots, combat-style boots, and fashion boots for autumn and winter seasons.

Sandals

Spring and summer collections feature sandals ranging from flat to high-heeled and block-heeled designs.

Casual Shoes

Reflecting evolving consumer lifestyles, the brand has expanded its casual and sport-inspired footwear offerings, moving beyond its traditional association with formal heels.

ST&SAT’s design approach has long drawn influence from European and American fashion trends. Occupying a space between mass-market fashion and mid-to-high-end footwear, the brand has released thematic collections such as The New Night, Jane Eyre’s Love, Chanson of Diamond, and Rays of Metals.3 These series have drawn inspiration from urban nightlife, minimalist workplace aesthetics, party culture, and metallic punk elements, indicating a strategy oriented toward contemporary trend responsiveness rather than solely classic styling.

Transition from Saturday Co., Ltd. to Yaowang Technology

The most significant corporate development in ST&SAT’s recent history involves the transformation of its parent company. Originally associated with Saturday Co., Ltd., the entity underwent major restructuring through acquisitions in internet marketing, livestream e-commerce, and new retail sectors.

• In 2022, the company was renamed Foshan Yaowang Technology Co., Ltd.
• In 2025, it was further renamed Guangdong Yaowang Technology Group Co., Ltd.

Consequently, the current parent company of ST&SAT is Guangdong Yaowang Technology Group Co., Ltd. (002291.SZ), rather than the traditionally referenced Saturday Co., Ltd.

Current Business Structure

Yaowang Technology now operates as a listed company combining internet marketing and new retail with footwear brand management. As of 2025 disclosures, the footwear division is transitioning toward brand management, supply chain optimization, online-offline integration, asset-light operations, and new retail models. ST&SAT continues to serve as a core brand within this restructured portfolio.

ST&SAT’s channel strategy has evolved significantly from its historical reliance on department store counters, branded boutiques, and franchise networks. Responding to shifts in consumer behavior, the brand has integrated e-commerce, social media, livestream commerce, and content marketing into its sales ecosystem.

In 2024, the company reported that its aggregate footwear brands achieved over RMB 1.5 billion in gross merchandise value (GMV) during the “Double 11” shopping festival, representing year-on-year growth exceeding 40%. During this period, ST&SAT ranked among the top three in women’s footwear sales on platforms including Vipshop and Douyin. Note that these figures represent multi-brand aggregate performance and do not reflect ST&SAT revenue alone.

ST&SAT operates within a broader brand matrix managed by its parent company. Historical and current portfolios have included:

• ST&SAT
• SAFIYA
• D:FUSE
• FONDBERYL
• SATURDAY MODE
• ST&SAT MEN
• MOOFFY

This multi-brand strategy allows the group to address diverse age groups, style preferences, and consumption tiers. Within this matrix, ST&SAT functions as the core mass-market fashion brand.

ST&SAT is classified as a domestic mid-to-high-end / mass-market fashion women’s footwear brand. It is neither a luxury label nor a budget footwear manufacturer. Company annual reports consistently categorize ST&SAT within the mid-to-high-end segment.

ST&SAT and Belle are distinct Chinese women’s footwear brands and corporate entities. However, a historical commercial connection exists: founder Zhang Zemin previously participated in Belle’s distribution network before establishing his own brand. This experience informed his transition from distributor to independent brand owner and retailer. Both brands are considered significant players in the development of China’s domestic women’s footwear industry.

• Established History: Operating since 1993, ST&SAT has navigated multiple retail epochs from wholesale and department stores to chain retail, e-commerce, and livestream commerce.
• Brand Recognition: The Chinese name “星期六” offers high memorability, while ST&SAT provides international visual identity.
• Product Breadth: Coverage spans high heels, sandals, boots, and casual shoes across multiple seasons and use cases.
• Channel Expertise: Extensive experience in offline retail networks complemented by recent digital and livestream commerce capabilities.
• Multi-Brand Support: Backed by a diversified footwear brand matrix providing strategic resilience.

ST&SAT faces challenges common to the traditional women’s footwear sector, including shifting mall traffic, e-commerce competition, fast-fashion pressure, emerging domestic brands, evolving aesthetic preferences, inventory management demands, rising offline costs, and declining brand loyalty among younger consumers. In response, the company has reduced certain direct-operated offline channels and pursued asset-light, integrated online-offline models. The contemporary ST&SAT differs substantially from its 1990s iteration reliant on physical store expansion.

• 1993: Brand/business origin; transition from footwear distribution to independent brand and manufacturing.
• 1994: First ST&SAT store opens in Shenyang.
• 1995: Adoption of digital management systems.
• 1997: Brand image repositioning; establishment of CIS.
• 2000s: Formation of integrated design, production, sales, and brand operations system.
• 2009: Saturday Co., Ltd. lists on Shenzhen Stock Exchange (stock code 002291).
• 2010s: Continued multi-brand strategy and national network expansion.
• 2018–2019: Entry into internet marketing and livestream e-commerce via acquisitions; major business structure shift begins.
• 2022: Listed company renamed Foshan Yaowang Technology Co., Ltd.
• 2024: Footwear business continues transition toward online, new retail, and brand operations models; strong performance reported in select online channels.
• 2025: Listed company renamed Guangdong Yaowang Technology Group Co., Ltd.; ST&SAT continues as core footwear brand.

ST&SAT’s brand spirit encompasses several key dimensions:

• Feminist Consciousness: Emphasis on female independence, selfhood, and personal charm.
• Urban Lifestyle: Service orientation toward modern urban women’s work, social, and daily life contexts.
• Fashion Forwardness: Continuous absorption of international trend influences.
• Comfort: Balance of aesthetic appeal with everyday wearability.
• Self-Expression: Encouragement of personal style communication through footwear.

Early brand materials particularly emphasized the unique charm of individual women, positioning ST&SAT as a fashion companion in women’s lives.

1. ST&SAT Trademark of SATURDAY CO., LTD. – Registration Number 3550430 – Serial Number 79047370 :: Justia Trademarks
2. 星期六海淘商城入口_ST&SAT是什么牌子
3. ST&SAT是什么牌子_星期六品牌是什么档次？-百强排行网