On October 21st, the Zuliz Elderly Shoes 2025 Super Explosive Product Launch Event officially kicked off in Chengdu. With the theme “Creating Explosive Products, Selling Explosively!” this conference brought together representatives from Zuliz Elderly Shoes, industry experts, and thousands of distributor partners to discuss current market trends, outline the company’s strategic planning for 2025, and explore effective pathways to drive brand innovation and create additional value.
Clarifying business trends and logic, super explosive products support a super brand.
Currently, the consumer market is undergoing profound changes. Zhang Jingkang, the founder of Zuliz Elderly Shoes, emphasized the importance of adhering to a “user-centric” brand management philosophy in the vibrant development of the elderly consumer goods industry. The goal is to establish Zuliz as a “super brand.” A “super brand” relies on the support of explosive products. In 2025, Zuliz plans to introduce a super category – Zuliz Leap Month Shoes, driving products with categories, and brands with explosive products. As physical stores continue to evolve, each future store will move towards diversification. Local customers can enjoy services in physical stores with guaranteed after-sales support, while also easily making purchases through online channels, providing 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 attend this conference. Starting from a policy perspective, he helped distributors navigate the macroeconomic situation. He pointed out that China is currently facing a convergence of multiple trends, including the new technological revolution, the increasing prominence of elderly care issues, and the acceleration of enterprise internationalization. Regarding the elderly industry, Professor He emphasized the value of companionship, highlighting that providing “companionship” to consumers is a direction that stores should continue to uphold. He advised companies to maintain a relaxed mindset during their growth process, focusing on long-term goals rather than getting overly caught up in short-term victories. He also encouraged distributor partners to stay true to their positioning and continuously improve themselves.
“Bringing the ‘Ping An Fu’ prosperity to drive the brand, strategically leading the IP innovation trend.”
At the distributor conference, Zuliz co-founder Li Zhongyi shared insights on “culture driving the brand.” Reflecting on the brand’s journey over the past decade, Zuliz pioneered a new category of elderly shoes, tightly integrating brand, category, and target audience, establishing a strong position in consumers’ minds. Throughout this process, Zuliz not only innovated continuously in product design but also achieved success in channel expansion, business models, and strategies, becoming the leading brand in elderly shoes.
“People are increasingly willing to pay for emotions, and this has become a logically supported phenomenon rather than a fleeting trend,” Li Zhongyi added in his sharing. Building on this insight, Zuliz will further deepen its implementation of the dual-category strategy of “elderly shoes + respect for elders’ gifts,” collaborating with the ‘Ping An Fu’ IP to launch a co-branded series of products that cater to consumers’ emotional value. The aim is to offer products that can solve problems, have functionality, carry a brand, and evoke emotional resonance, preparing for a new future.
Moreover, the conference also welcomed the presence of Guan Tong, the originator of the Fu Culture IP concept, a traditional Chinese culture scholar, and an academic expert in Fu Culture studies. Teacher Guan Tong calligraphed the character “Fu” on-site and expressed, “A thousand blessings, peace is a blessing! ‘Fu’ is the oldest, most auspicious, and most beloved Chinese character, rich in cultural connotations. I hope that through collaboration with Zuliz, we can bring blessings to a wider consumer audience.”
At the event venue, models showcased multiple upcoming explosive products, including the Zuliz Leap Month Shoes that embody the “Ping An Fu” elements, conveying blessings to consumers. There were also high-quality retro shoes, paired with retro fashion items for a sophisticated look. The emotional value of these super explosive products is off the charts, providing great anticipation for the elderly shoe market in 2025.
How to attract more traffic? Effective reach for good products
As we all know, traffic is the essence of all business, and effective reach for high-quality products is crucial. Wang Shaoshuai, Vice President of Zuliz, emphasized the importance of breaking down single-store profitability. Given that Zuliz’s consumer base currently exhibits stronger purchasing power, a higher pursuit of fashion quality, and a good grasp of information technology, Wang Shaoshuai acknowledged that “traditional methods cannot meet today’s business demands, and new store operators are the future.” As a leading brand in the industry, Zuliz and its distributors must adhere to this trend and actively explore the “new store operator” model by carefully selecting locations, expanding online sales channels, and enhancing the operation of store private domain members to attract more traffic and meet diverse consumer needs.
Deng Yingchun, Vice President and Head of the Southern Battle Zone at Zuliz, proposed that improving customer store visit rates requires comprehensive planning from the inside out. She emphasized the importance of cooperation, stating, “The best relationship is mutual achievement, where the company and distributor partners work together to maximize value, grow collectively, and achieve mutual success.”
During the conference, Zuliz invited brand marketing copywriting expert Mr. San to provide professional and cutting-edge marketing strategies to the thousand distributors present. Leveraging his rich experience in short video marketing, Mr. San noticed that 90% of physical stores face challenges such as declining natural foot traffic and difficulties in promotion, and short videos can give businesses “100 more legs to walk.” For distributors, user purchasing logic typically follows the path of attraction, interest, trust, and action. Mr. San suggested attracting users through content that is “relevant to them,” “uncommon,” and “specific and impactful pain points demonstration.”
During the training session, the head of the training center, Ren Shen, introduced methods on how to increase store traffic using short videos. He advised partners to engage users emotionally by creating original content, user stories, and combining skills with trending topics to drive traffic to the stores. Additionally, the head of the Cloud Retail Guidance Department, Liu Xiaoxiang, highlighted Zuliz’s achievements since joining Douyin Local Life, emphasizing the importance of creating content that users love to watch and buy to establish high-quality stores.
By voicing through multiple channels and sharing viewpoints on various platforms, Zuliz showcased its latest trends at the super explosive product launch event, demonstrating a commitment to not just resting on past laurels but continuously breaking boundaries, launching new products, and preparing for the ever-evolving market environment. The ongoing excitement sparked by Zuliz’s elderly shoes clearly indicates that the momentum is still going strong.
