On July 14th, the unveiling ceremony of the Xidian University-Dr. Comfort Smart Wearable Joint Laboratory was successfully completed. Shen Man, Director of the Science and Technology Achievement Management Office of Xidian University, Yang Gang, Director of the Xidian University-Dr. Comfort Smart Wearable Joint Laboratory, Ma Guorong, Project Manager, and representatives from Dr. Comfort’s Elderly Industry Development Co., Ltd., attended the ceremony. The establishment of the “Smart Wearable Joint Laboratory” aims to advance the development of smart wearable technology and research new technologies. It will actively implement the “Smart Elderly Shoes” project, applying advanced smart technologies to elderly smart wearable devices through university-enterprise cooperation to achieve the transformation and application of research outcomes.
The collaboration between Xidian University and Dr. Comfort in establishing the “Xidian University-Dr. Comfort Smart Wearable Joint Laboratory” aims to empower elderly shoe products with technology.
Social media platforms have consistently served as a pivotal battleground for brand marketing. From the perspective of brand operations, satisfying user needs undoubtedly ranks as the top priority in building brand assets. During the Mid-Autumn Festival, Footlink employs a series of videos to narrate the theme of “comfort.” For instance, in the video titled “If gift-giving were ranked,” diverse gifts are metaphorically compared to levels in a game, escalating from bronze to king. In this creatively crafted narrative, Footlink effectively conveys precise product information, with “comfort” consistently emerging as the pinnacle of product acclaim.
Simultaneously, Footlink boasts a range of market-popular products intricately connected to various scenarios in the lives of the elderly. Whether it’s the versatile mugwort health shoes for all seasons, the requisite dance shoes for square dancing enthusiasts, or the fatigue-reducing walking shoes for exercise… these renowned products engage consumers through innovative videos, enriching the ceremonial ambiance of the festival and capturing consumers’ subconscious perception. By opting for Footlink during the Mid-Autumn Festival, consumers discern the act of bringing “comfort” home.
On the day of Mid-Autumn Festival, Footlink’s official video channel released a short video titled “Does Reunion Need to Be a Surprise?” The video, less than two minutes long, explores the theme of a mother’s reaction when her son returns home without informing her. The son surprises his mother by bringing Footlink shoes as a gift, but the unexpected visit doesn’t immediately bring joy to the elderly. The video delicately captures real-life moments while incorporating unexpected plot twists, bridging the gap between the brand and consumers. The creative approach taken by the brand not only highlights empathy for current emotions but also enhances the overall emotional connection with the audience, allowing viewers to witness their own reunions and gatherings, garnering numerous praises.
Where does warmth reside? In genuine conversations with consumers.
Mid-Autumn Festival is not just a time marker but also an excellent opportunity for brands to establish emotional connections with consumers. Apart from actively voicing brand beliefs and product values, Footlink also invites more consumers to participate in the festive celebrations of the Mid-Autumn Festival. This year, Footlink officially launched the “Mid-Autumn Festival Reunion Celebration – Share Your Reunion Photos” activity, encouraging consumers to share their moments of reunion during Mid-Autumn. By providing benefits to loyal customers and actively engaging new consumers, Footlink reminds people in a fresh and unconventional manner to cherish family companionship, allowing consumers to experience the sincerity of the brand.
In the vast journey of a thousand mountains and rivers, only Footlink shoes are the most beautiful!” The interactions in the comments section are so amusing, with “spring water” from different regions sharing their experiences and moments wearing Footlink shoes. This spontaneous word-of-mouth spread by consumers was vividly showcased in this Mid-Autumn Festival marketing campaign.
It is worth mentioning that during this Mid-Autumn Festival, Footlink unexpectedly partnered with Yili Shuhua An Sugar Health, forming a “new pair.” Two seemingly parallel brands embraced each other during this festival, releasing a microfilm titled “Completeness with Your Presence.” This video focuses on the subtle changes in parents as they age in daily life, advocating for spending this Mid-Autumn with Shuhua An and Footlink, slowing down time with parents. It’s hard to imagine that the seemingly unrelated “milk for digestion” and “elderly shoes” could spark a connection during the Mid-Autumn Festival, reassuring elderly consumers about aging and prompting younger consumers to show care for their elders. This collaboration not only resonates with the core consumers of both brands but also achieves a synergistic effect greater than the sum of its parts.
In the past year, Footlink has demonstrated a diversified approach to interactions and marketing strategies, reflecting the outcomes of the brand’s multifaceted exploration and experimentation. With Footlink formally entering the era of dual product categories encompassing “elderly shoes + gifts for seniors,” the brand is progressively transcending boundaries, enriching its brand essence, and unleashing its brand value. By offering comfortable elderly shoes through tangible initiatives and resonating with audiences through lightweight yet impactful marketing endeavors, Footlink is navigating the thriving silver economy landscape, emphasizing product quality as it continues to build a strong brand presence.
