Presently, accessing e-commerce platforms to explore local cuisine and establishments has evolved into a routine practice and consumption preference for contemporary consumers. A growing number of consumers lean towards utilizing big data algorithms to assist in addressing their needs for dining, attire, accommodation, transportation, and leisure activities. They employ short videos to meticulously grasp product details and upon making a decision, effortlessly procure product vouchers, subsequently verifying their location at nearby stores with a simple click.
Formal: Recently, Zulijian’s elderly shoes have partnered with Douyin, utilizing the platform’s local life recommendation mechanism to create new demand for more consumers and offline stores. Since its official entry on March 26th, the initial batch of signed stores has exceeded 1000, with plans to drive over 3000 stores nationwide to join. Notably, in the footwear industry, businesses venturing into Douyin’s local life realm are still relatively rare. Faced with the trend of local life reshaping consumer habits, Zulijian’s elderly shoes aim to connect customers with products, stimulate consumer interest through precise marketing, influence purchase decisions, and broaden the path for quality products.
Adapting to the trend of consumer upgrades and seizing infinite possibilities in new opportunities
As seniors age, foot conditions such as widening and lengthening become common, leading to diverse requirements and choices in footwear. Therefore, the production of elderly shoes cannot merely adhere to conventional standards seen in other shoes on the market. High quality and comfort are crucial considerations for the elderly when selecting shoes. Additionally, in this new era, seniors are increasingly pursuing a higher quality of life, evolving their lifestyle and aesthetic preferences. They place more emphasis on scene-specific coordination, expecting to choose suitable shoes for various occasions.
In the current market, both the quality of a product and the brand’s image and recognition in consumers’ minds are crucial factors for young and middle-aged individuals when choosing “elderly gifts.” These aspects reveal the consumption upgrade trend that the elderly shoe market is undergoing, reflecting the inevitable outcome of overall market development and changing consumer demands.
Against this market backdrop, Zulijian’s elderly shoes have been consistently breaking new ground over the past decade. With a strict focus on quality control, they were once again honored in March with four authoritative certifications, including the “National Product and Service Quality Integrity Demonstration Enterprise” by the China Quality Inspection Association. They have also been listed in the “Top 500 Chinese Brands” for two consecutive years in 2022-2023, with a brand value exceeding one billion. These achievements not only maintain Zulijian’s lead in the industry but also establish a solid foundation for their presence in Douyin’s local life platform.
Seeding online and diverting traffic offline, constructing a comprehensive marketing ecosystem
In recent years, Zulijian’s elderly shoes have gained increasing recognition, showcasing their undeniable strengths. However, as the market environment continues to evolve, product competition is no longer confined to traditional offline sales models. Breaking the boundaries between online and offline, and establishing a comprehensive, multi-channel marketing ecosystem presents a significant challenge for the brand.
The integration of stores into Douyin’s local life platform represents a breakthrough attempt to expand visibility and brand influence, demonstrating Zulijian’s proactive approach to market changes and the exploration of new marketing channels.
Online, influencers’ outstanding content creation and product showcasing abilities continuously enhance Zulijian’s brand. Their astute understanding of local sentiments and ongoing refinement of product recommendations not only innovates how long-term consumers interact with Zulijian’s products online but also sparks desire in consumers without prior purchasing plans.
Offline, Zulijian’s one hundred stores offer experiential upgrades, allowing influencers to experience the quality and details of the elderly shoes up close. Detailed showcases of the shoe soles, uppers, and accessories guide the audience in understanding the types of products needed in specific scenarios, conveying authentic reviews through quality products. This trust-based, interest-driven short video dissemination method builds a bridge between the brand and consumers. As consumers casually browse and are influenced, the brand’s impact ultimately translates into actual sales.
Innovative marketing methods, leveraging platforms for precise matching
Brand building is a long-term endeavor, requiring continuous efforts and innovative marketing strategies to earn more consumer recognition and word-of-mouth. The entry into Douyin’s local life platform highlights Zulijian’s advantage in leading content innovation and leveraging platforms to shape and elevate the brand image.
The rise of e-commerce platforms has essentially shifted the traditional offline business model to online, altering the lifestyle of consumer groups. With meticulous segmentation of consumer profiles and in-depth exploration of consumer scenarios, Zulijian’s elderly shoes are striving to effectively guide the online traffic gathered towards offline stores, aiming to achieve precise matching of “people, goods, and scenes.”
Zulijian cleverly showcases various delightful experiences in different consumer scenarios through the “National Distributor” store exploration method. The elderly shoe products subtly featured in the videos act as clues, seamlessly weaving through with a lifestyle and emotional touch, ensuring that the promotional effects go beyond just increasing traffic, reaching the core value. Furthermore, the authentic user reviews beneath the videos not only validate the excellent quality of the elderly shoes but also provide valuable purchasing advice for potential consumers.
The presence of Zulijian’s elderly shoes in Douyin’s local life will undoubtedly attract more attention from both within and outside the industry in 2024. In the future, Zulijian will continue to explore more innovative consumer scenarios and marketing methods to meet the increasingly diverse needs of the elderly, further solidifying and enhancing its leadership position in the elderly shoe industry.
