On October 21st, the Zuliz Elderly Shoes 2025 Super Hit Product Launch Event kicked off in Chengdu. The conference, themed “Creating Explosive Products, Selling Explosive Products,” brought together representatives from Zuliz Elderly Shoes, industry experts, and thousands of distributor partners to discuss current market trends, outline the company’s strategic plans for 2025, and explore effective pathways to drive brand innovation and generate incremental growth.
By clarifying business trends and logic, exceptional hit products support a superb brand.
Currently, the consumer market is undergoing profound changes. Zuliz’s elderly shoes founder, Zhang Jingkang, emphasized the importance of maintaining a brand management philosophy centered around the user in the thriving elderly consumer goods industry. The company is dedicated to transforming Zuliz into a “superb brand.” A “superb brand” relies on the support of hit products, and in 2025, Zuliz plans to launch a superb product category – Zuliz Leap Month Shoes. This approach drives hit products through product categories and, in turn, propels the brand forward. As physical stores continue to evolve, each future store will move towards diversification. Local customers can experience services in-store with post-sale guarantees while also easily making purchases through online channels, ensuring a comprehensive consumer experience.
Renowned economist and Professor at the Antai College of Economics and Management at Shanghai Jiao Tong University, He Fan, was also invited to participate in this meeting. Starting from a policy perspective, he helped distributors navigate the macroeconomic situation. He pointed out that China is currently at a crossroads of multiple trends, including the new technological revolution, increasingly prominent aging issues, and accelerated enterprise internationalization. Regarding the elderly industry, Professor He emphasized the value of companionship, suggesting that providing “companionship” to consumers is a direction that stores need to consistently uphold. He advised companies to maintain a relaxed mindset during their growth process, focusing on long-term goals without overly fixating on short-term wins and losses. Furthermore, he encouraged distributor partners to stay true to their positioning and continuously strive for self-improvement.
“pinganfu” Driving the Brand, Strategic Leadership in IP Innovation Trend
At this distributor conference, Zuliz’s co-founder, Li Zhongyi, delved into the topic of “Culture Driving the Brand.” Reflecting on the brand’s journey over the past decade, Zuliz pioneered a new product category in elderly shoes, closely connecting the brand, product category, and target audience, establishing a strong position in consumers’ minds. Throughout this process, Zuliz has continuously innovated not only in product design but also achieved success in channel expansion, business models, and strategies, becoming the leading brand in elderly shoes.
“In today’s world, people are increasingly willing to pay for emotions. This has become a logically supported phenomenon rather than a passing trend,” Li Zhongyi added in his sharing. Building on this insight, Zuliz will further deepen its implementation of the “Elderly Shoes + Respect for Elders” dual-category strategy by collaborating with the “Ping An Fu” IP to launch a joint product series. This move aims to meet consumers’ emotional values by offering products that can solve problems, have functionality, carry a brand, and evoke emotional resonance, preparing for a new future.
Furthermore, the conference also welcomed Guan Tong, the conceptualizer of Fu Culture IP, a scholar of Chinese traditional culture, and an academic research expert on Fu Culture. Guan Tong calligraphed the Chinese character “Fu” on-site and expressed, “May blessings and peace accompany you! ‘Fu’ is the oldest, most auspicious, and beloved Chinese character, rich in cultural significance. I hope that through collaboration with Zuliz, we can bring blessings to a broader consumer base.”
At the event venue, models showcased multiple upcoming hit products, including the Leap Month Shoes infused with “Ping An Fu” elements, conveying blessings to consumers. There were also high-quality retro shoes paired with vintage fashion items, exuding a sense of sophistication. These emotionally resonant superb products have set high expectations for the elderly shoe market in 2025.
How to generate more traffic? Effective reach for good products is essential.
As we all know, traffic is the essence of all business, and effective reach for quality products is crucial. Wang Shaoshuai, the Vice President of Zuliz, highlighted the importance of breaking down the profitability of individual stores. Given that Zuliz’s consumer base currently exhibits stronger purchasing power, a higher pursuit of fashion quality, and proficiency in information technology, Wang Shaoshuai acknowledged that “traditional methods no longer suffice for today’s business, and new store commerce is the future.” As a leading brand in the industry, Zuliz and its distributors must adhere to this trend and actively explore the “new store commerce” model. This involves strategic location selection, expanding online sales channels, and enhancing the operation of store private domain members to attract more traffic and meet diverse consumer needs.
Deng Yingchun, the Vice President and Head of the Southern Region at Zuliz, emphasized that increasing customer footfall requires comprehensive planning from inside to outside the store, providing customers with quality experiences and a strong sense of belonging. She stressed the importance of collaboration, stating, “The best relationship is one of mutual achievement, where the company and distributor partners work together to maximize value, grow together, and achieve mutual success.”
During the conference, Zuliz invited branding and marketing copywriting expert Mr. San to provide professional and cutting-edge marketing strategies to the thousands of distributors present. With his extensive experience in short video marketing, Mr. San recognized that 90% of physical stores face challenges such as reduced foot traffic and difficulties in promotion. He highlighted how short videos can give businesses “100 extra legs to walk.” For distributors, understanding the logic behind consumer purchases typically follows the path of attraction, interest, trust, and action. Mr. San advised attracting users through relevance, uniqueness, and showcasing specific and impactful pain points to drive user engagement.
At the conference, the Training Center Director, Ren Shen, introduced methods on utilizing short videos to increase store traffic. He advised partners to touch users’ emotions by creating original content, user stories, and incorporating techniques and trending topics to drive traffic to the stores. Additionally, Liu Xiaoxiang, the head of the Cloud Retail Guidance Department, highlighted Zuliz’s achievements since joining Douyin’s local life platform. He emphasized the importance of creating content that users love to watch and purchase, aiming to build high-quality stores.
By leveraging multiple channels and platforms to voice opinions, Zuliz showcased its latest developments at the Super Hit Product Launch Event, demonstrating a brand that continuously seeks innovation rather than resting on past accolades. The brand is making significant strides, introducing new products and preparing for a more complex and dynamic market environment. It is evident that the momentum created by Zuliz’s elderly shoes continues to thrive.
