The company had celebrity brand ambassadors such as Andy Lau, Lin Chi-Ling, and Cecilia Cheung.

[3] From 2009 to 2011, the brand was an instant hit due to the Andy Lau's endorsement and the number of physical stores increased from 1,847 to 5,057.

[9] In the same year, the company acquired trademark rights of Prince Global Sports in Greater China for $20 million.

[10] Multiple companies were aqcuired during this time - offline retailer Jiezhixing, online distributor Ming Shoe Library, Shengdao Sports (45.45%), Xingyou Technology Game Company, retailer S.cn and invested 260 million in Ankang Life Insurance.

In August 2019, due to a loan contract dispute, the 325 million shares held by the company's controlling Guireniao Group were judicially frozen.

This many changes in a short period of time prompted Shanghai Stock Exchange to send an enquiry letter asking the firm to explain the reasons.

[20] In February 2024, the China Securities Regulatory Commission opened a case against Guirenniao and its chairman Li Zhihua for suspected violations of information disclosure.

[21] In March 2024, company's listing status was terminated by Shanghai Stock Exchange as to its low share price breached the bourse rules.

[22] Guirenniao share price closed below CNY1 on February 1 and failed to recover by March 7 which triggered mandatory delisting condition.