In the 2024 marketing landscape, Zulijian Elderly Shoes has been stepping up its game. If you’ve been browsing various social media platforms recently, you might have noticed the combination of Zulijian Elderly Shoes with the legendary Phoenix Legend. The intersection between the two lies in Zulijian officially announcing Phoenix Legend as their new brand ambassador at the end of April this year. As the Phoenix Legend “Good Fortune and Auspiciousness” 2024 concert tour kicks off, this cross-industry collaboration has brought widespread attention to Zulijian, sparking enthusiastic interactions among netizens.
In 2024, Zulijian Elderly Shoes has been intensifying its efforts in the marketing domain, breaking through traditional boundaries with a series of multidimensional and high-frequency creative communication strategies. By actively engaging in this approach, Zulijian showcases its ability to not only strengthen its core elderly customer base in the era of comprehensive marketing but also effectively communicate with younger consumer groups, continually expanding the reach of elderly footwear products.
Delving into user needs, joining hands across different industries to reach multiple demographic groups.
For years, Zulijian has been focusing on the actual needs of elderly users in product research and design. At the recently concluded 2nd Elderly Industry Development Forum, Zulijian’s founder, Zhang Jingkang, reiterated the importance of understanding user needs. As Zulijian continues to deepen its presence in the elderly shoe market and with the increasing aging population in China, the company has observed the increasingly diverse and personalized demands of elderly consumer groups. These consumers no longer settle for a single product type but seek comfortable and stylish elderly shoes to fit into various aspects of their lives.
In response, Zulijian has strategically positioned itself as the leading brand in dual categories of “elderly shoes” and “gifts for elders.” By subtly expanding its product reach to younger consumers, the company has integrated the concept of “Gift Zulijian Shoes to Elders” into the minds of a wider audience, winning the hearts of the younger generation.
Phoenix Legend is a national-level idol with impressive data and a wide audience coverage on social media. With its approachable image, it successfully transcends age boundaries, captivating audiences of all age groups comprehensively. This down-to-earth appeal has built a bridge between Zulijian and its users. The collaboration with Phoenix Legend has added deeper meaning to public figures, swiftly capturing the attention of Phoenix Legend fans. Fans of Phoenix Legend undoubtedly enjoy livening things up, and on social media, comments like “Put on Zulijian shoes to fly to the concert,” “Now it’s Phoenix battle boots,” “Phoenix Legend + Zulijian dominate the square dance scene,” and “Listen to Phoenix Legend while wearing Zulijian shoes to savor life” are abundant. User-Generated Content knows no bounds, and with the help of netizens, Zulijian has propelled the impact of this endorsement to new heights.
The official announcement of the new brand ambassador has sparked further interpretations from various media outlets like “Wave Studio” and “Phoenix WEEKLY,” exceeding the brand’s expectations with overwhelmingly positive feedback. This success not only reflects a successful branding and marketing strategy but also underscores the brand’s ability to accurately capture the state of “awakening bloodlines” among the youth. By recognizing the more diverse and mature aesthetic choices and pursuits of young people, the brand has laid a foundation for future market positioning and development.
Innovative ideas captivate the eye, and vivid storytelling adds value and warmth.
If touching Phoenix Legend was once confined to the virtual realm, Zulijian has found a unique way to bridge the gap and make the experience more tangible. Following the announcement of Phoenix Legend as the brand ambassador, Zulijian seized this golden opportunity and organized a creative fashion show in Hangzhou. They invited many energetic elderly influencers to put on Zulijian elderly shoes and strut down a specially constructed “T-stage.” These confident seniors defied traditional perceptions of the elderly with their graceful strides, proving that a youthful spirit transcends age and is more about a way of life.
Excellent products should not just be displayed in a storefront; they should be part of everyday life. Zulijian, through the vibrant fusion of the elderly and their products, showcases its unique innovation and storytelling abilities. The brand not only focuses on the functionality of its products but also strives to connect with consumers emotionally through stories, allowing the younger generation to feel the warmth and strength of the brand. Such activities have brought about a longer-lasting impact through the partnership with Phoenix Legend.
Furthermore, Zulijian’s creative marketing campaigns across various social platforms are truly impressive. Their official Bilibili documentary series “Zulijian Never Expected” plays with humor, informing viewers that Zulijian offers great value for money. On Xiaohongshu, they use cat meme materials to create a storytelling short drama titled “Rebirth: Post-2000s Working in Zulijian,” aligning with the current emotional trends and catering to users’ fragmented time. Zulijian also invited numerous seniors to dance to “New Youth” in Zulijian shoes, allowing these lively grandmothers to embody the spirit of “age is just a number.” These creative interactive contents span a wide range, balancing brand and effectiveness. Importantly, they help Zulijian shed its old-fashioned label and reshape into a brand image that is both down-to-earth and fashion-forward.
In 2024, the upgraded marketing strategy of Zulijian requires both new tactics and good timing.
If one word could describe Zulijian’s elderly shoes in 2024, it would undoubtedly be “new.” In the first quarter, Zulijian refreshed its shoeboxes, simplifying the packaging to emphasize “comfort,” earning the title of “Innovative Enterprise” from the Ministry of Industry and Information Technology, showcasing its innovative strength. By the second quarter, thousands of stores joined Douyin Local Life, leveraging the digital wave to revitalize offline physical store development. In today’s world where the internet reshapes everything, Zulijian keeps up with the trends while staying true to its roots, finding balance amid rapid changes. By truly connecting elderly shoes with users, Zulijian has dissolved traditional marketing attributes and strengthened its brand communication power.
Innovating from widespread TV commercial placements in the past to a refined and strategic transformation across the entire internet, each innovative marketing initiative by Zulijian transcends and reshapes traditional models, making the brand story more vibrant and powerful. Additionally, the timing of their choices has been spot-on, as the official announcement of Phoenix Legend coincided with the peak of her concert tour, amplifying the impact effortlessly. By launching advertisements at Zhengzhou Xinzheng Airport during the May Day holiday rush, they naturally increased brand exposure amidst the bustling crowds.
Marketing knows no bounds, and creativity knows no limits. With a more comprehensive and enriched perspective, Zulijian’s brand “palette” has become more diverse. Amidst constant change, Zulijian has remained steadfast in its unchanging commitment to quality, craftsmanship, and a deep understanding of the needs of the elderly. Looking ahead, Zulijian’s elderly shoes are poised to continue unveiling more surprises and innovations, embracing new trends, bringing excellent products to life, and steadily advancing towards the vision of becoming a leading enterprise in elderly consumer goods in China by 2035.
