As the founder of zuliz, Zhang Jingkang believes that standardization is the key to improving the quality of elderly products.
On May 24th, the Second Forum on the Development of the Silver Economy, guided by the China Association of Senior Citizens, and jointly organized by the China Association of Senior Industry and the Xinjingbao News Group, was held in Beijing. The theme of this forum was “Market Opportunities and Development Trends of the Silver Economy.” Zhang Jingkang, the founder of Zulijian Elderly Shoes, delivered a detailed presentation on the standardization of elderly products. His speech focused on how to enhance the quality and market competitiveness of elderly products through standardization.
Insights into the daily behaviors of 100,000 seniors
Zhang Jingkang believes that understanding user needs is crucial for businesses. The core users of elderly products are the elderly themselves, so companies must deeply study the behaviors and needs of the elderly. In order to better understand elderly users, Zulijian has initiated a long-term research project, planning to invest 1 billion RMB over the next decade to gain comprehensive insights into the daily behaviors of 100,000 elderly people in China. By conducting meticulous observations covering all aspects of the elderly’s daily routines from waking up in the morning to going to bed at night, the company can develop products that better meet the needs of the elderly.
Zhang Jingkang believes that understanding the behaviors and needs of the elderly is not only for product development, but also for gaining a competitive advantage in the market. Zulijian has established multiple observation stations nationwide and collaborates with communities to collect real-time feedback and demands from the elderly. This in-depth market research helps Zulijian make timely and accurate decisions in product design and improvement, ensuring that each product truly meets the needs of elderly users.
In terms of product positioning, Zhang Jingkang emphasizes the importance of developing products that cater to essential needs. He believes that elderly products should focus on basic needs such as clothing, food, shelter, and transportation, rather than auxiliary products. The consumption concepts and demands of each generation of the elderly differ, and companies need to pay attention to these changes and develop hit products that can meet the needs of different generations. “Therefore, companies should first establish the category and then build the brand to ensure the competitiveness of the product in the market.”
Zhang Jingkang mentioned that the success of Zulijian lies in its precise market positioning and deep understanding of user needs. They continuously conduct market segmentation and demand analysis in the product development process to ensure that each product can occupy a place in a specific market. Through this precise market positioning, Zulijian has not only achieved success in the domestic market but also gradually opened the doors to the international market.
Every product for the elderly must have core functions
Zhang Jingkang emphasizes that every elderly product must have core functionality and at the same time be visually appealing in its design. In 2019, Zulijian launched a project called “Beauty Engineering,” dedicated to enhancing the visual appeal of their products to make them not only practical but also aesthetically pleasing. Zhang Jingkang discovered that many elderly products lacked attractiveness in both appearance and quality. Therefore, the company must focus on user-oriented development, paying attention to details and materials while ensuring reasonable pricing.
During his speech, Zhang Jingkang shared a case study where Zulijian developed a new line of elderly shoes. Taking into consideration the comfort and safety needs of the elderly, they also incorporated fashionable elements, making the product not only functional but also stylish. This shoe series was warmly welcomed in the market upon its release. This demonstrates that enhancing the visual appeal of a product can significantly improve its market competitiveness while meeting core needs.
“Standardization is key to improving the quality of elderly products.” Zhang Jingkang believes that standardization encompasses not only production processes but also material selection, design, and packaging. Zulijian ensures that each step of the product has clear quality requirements by establishing strict corporate standards. “The establishment of corporate standards is the first step towards industry standards. Only when corporate standards are well-established can we move forward to develop group and industry standards, ultimately driving the formation of national standards.”
Zhang Jingkang also introduced how Zulijian actively collaborates with external research institutions and industry experts during the standardization process, not solely relying on internal efforts. This ensures the scientific and forward-looking nature of the standards. This collaboration not only enhances Zulijian’s technical capabilities but also promotes the standardization process across the entire industry. Zhang Jingkang believes that by continuously improving and perfecting standards, Zulijian can set a benchmark for the industry and promote the healthy development of the elderly care industry.
Provide unique value to users
Zhang Jingkang emphasizes that the process of standardization requires continuous innovation. Companies must constantly research user needs and pain points to ensure that products can continuously meet the needs of the elderly. Through innovation, companies can continually update and improve standards to keep their products competitive in the market. Zulijian identified many areas for improvement when developing the national standard for elderly shoes, and these improvements will be achieved through the ongoing innovation of standards.
Zhang Jingkang points out that companies need to maintain an open mindset during the innovation process and actively absorb and learn from advanced technologies and experiences both domestically and internationally. Zulijian continuously tracks the latest industry trends and developments through participating in domestic and international exhibitions and technical exchange activities, constantly improving their own technical capabilities and innovation. This open and innovative spirit keeps Zulijian at the forefront of the industry, earning widespread recognition in the market.
Standardization is not only about improving product quality but also about creating unique value for users. Zhang Jingkang believes that only by providing users with unique value can companies survive and thrive in the market. The driving force behind the success of “hot products” through standardization is not price but quality. “Hot products” without quality assurance will ultimately fail. Only through strict standardization can companies ensure high-quality products and drive brand growth.
Zhang Jingkang introduces that Zulijian, in the process of standardization, not only focuses on the technical standards of their products but also pays attention to the cultural connotations and brand values. By delving into traditional Chinese cultural elements and incorporating them into product design, they enhance the product’s added value and emotional connection with users. Through this approach, Zulijian has not only gained the trust of domestic users but also established a positive brand image in the international market.
At the same time, Zhang Jingkang emphasizes the importance and necessity of standardizing elderly products. By understanding user needs, determining product positioning, emphasizing both functionality and aesthetics, establishing standardized processes, and continuously innovating, companies can improve the quality of elderly products and meet the diverse needs of the elderly. Standardization is not only the key to enhancing product competitiveness but also an important way to promote the development of the elderly care industry. “I hope that more companies can participate in the standardization process of elderly products and contribute to the development of China’s silver economy.”
In the context of global population aging, China’s silver economy and elderly care industry are facing unprecedented development opportunities. Zhang Jingkang states that through technological innovation, financial innovation, and standardization construction, they can provide higher-quality products and services for the elderly, promoting the comprehensive development of the silver economy. It is believed that with the joint efforts of all parties, the silver economy will become a new growth point for the Chinese economy and make important contributions to achieving a Chinese-style modernization.
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