Recently, the China Chain Store & Franchise Association (CCFA) held the New Consumption Forum in Shanghai – the 2024 China Fashion Retail and Consumer Development Summit. With the theme of “Expanding New Productivity in Fashion Retail and Creating New Content in Service Consumer Fashion,” this summit attracted over 300 chain brands and various enterprises along the fashion industry chain, bringing together more than 1,000 offline and online channel managers and executives. During the summit, the Fashion Retail Professional Committee held elections, and Wang Shaoshuai, the Vice President of Zu Li Jian Elderly Shoes, was elected as the new chairman. In the process of following Zu Li Jian’s rapid growth, Wang Shaoshuai has contributed to the brand’s market expansion and increased brand influence. Through practical actions, he is dedicated to innovation and development in the elderly consumer product chain industry.
In the chain industry’s scale development, Zu Li Jian and distributors work hand in hand for mutual growth and success.
In recent years, with the accelerated aging of the Chinese population, the demand for elderly consumer goods in the market has been steadily increasing. Zu Li Jian has been closely following this trend and exploring various avenues, focusing on the consumption needs of the elderly since its inception. Over the past decade, the company has maintained steady growth and has become a member unit of the China Chain Store & Franchise Association for four consecutive years, with a brand value reaching 11.646 billion yuan, achieving rapid comprehensive strength growth.
The amplification of brand effects is closely linked to the scale development of chain enterprises. In fact, Zu Li Jian has undergone several transformations in response to changes in the business environment. Faced with significant financial pressures from thousands of direct stores, founder Zhang Jingkang led the entire company in adjusting its operational methods to adapt to the evolving times, leveraging the franchise model to drive scale development.
Up to now, Zu Li Jian has established over 3,200 offline stores nationwide and formed partnerships with numerous distributors, collectively serving consumers and demonstrating strong growth momentum. The brand continuously seeks methods to enhance store performance, reputation, and operational capabilities, aiming to maximize the value of its stores. Through various channels, Zu Li Jian promotes brand communication in the public domain and maintains relationships with private domain consumers, facilitating the standardized and scaled development of the brand.
From the initial start-up to the subsequent rapid development phase, despite facing the ever-changing franchise ecosystem and intense external competition, Zu Li Jian remains well-positioned. The company possesses mature strategies and systems, having established its own factory in Sui County, Henan, with 14 workshops and a dedicated supply chain to ensure precise supply-demand matching and orderly development. Through various stages of new product launches, related training, and timely communication of product information and corporate strategic goals, Zu Li Jian maintains strong communication with suppliers.
By combining online purchases with offline services, Zu Li Jian implements a multi-dimensional approach to generate growth. Alongside the accumulation of brand value and an increase in the number of stores, Zu Li Jian provides customers with memorable and top-notch service experiences. Each store actively upholds the brand concept of “caring for the elderly and warming the sunset,” offering services like “a glass of water upon entry” and “free shoe cleaning,” establishing standardized service processes nationwide. This exceptional service enhances Zu Li Jian’s attractiveness to consumers, boosts customer satisfaction and purchasing power, further elevating the brand image and maintaining a stable market share.
In the process of chain industry development, Zu Li Jian shows particular sensitivity to changes in communication channels. Faced with the collision of the internet and the physical economy, Zu Li Jian breaks the barrier between online and offline, actively exploring new marketing strategies. Since April of this year, the company has empowered offline stores by launching group buying services on the Douyin platform, attracting online customers to make purchases offline, providing traffic support to stores and leveraging influencers’ recommendations to help stores attract and retain customers, facilitating seamless online-to-offline integration.
Furthermore, recognizing the strong sales capabilities and deep understanding of local market environments displayed by distributor owners and store employees, cultivating store professionals has become another way for the brand to explore new growth opportunities. As content creators, these professionals can transform daily sales work into video content, attracting local consumers through online channels and live streaming to influence their purchasing decisions. The official Zu Li Jian brand also strengthens its connection with store distributors through its own channels, enhancing brand promotion and driving marketing effectiveness. Leveraging low-cost methods to boost traffic and inspiring purchases with quality content, as a member of the chain industry, Zu Li Jian strives for innovation, focusing on the continuous integration of online and offline operations to enhance the efficiency of physical store management.
The elderly consumer goods market holds tremendous development potential, and Zu Li Jian will continue to deeply cultivate the elderly shoe market segment, innovating to meet the increasingly diverse needs of the elderly population. Additionally, the company will strengthen cooperation with other chain brands, seeking new paths for brand growth and exploring further possibilities.
