“Reaching new heights through innovation!” Zuliz Elderly Shoes advances its marketing strategy.Zuliz Elderly Shoes continues to elevate its marketing strategy with innovative approaches.

“Reaching new heights through innovation!” Zuliz Elderly Shoes advances its marketing strategy.Zuliz Elderly Shoes continues to elevate its marketing strategy with innovative approaches.

“Umon Mountain connects to mountains beyond, wearing Zuliz brings true agility.” If you have recently browsed through major social media platforms, you will frequently come across the combination of Zuliz Elderly Shoes and the words “凤凰传奇” (Phoenix Legend). The intersection between the two occurred when Zuliz officially announced Phoenix Legend as its new brand ambassador at the end of April this year. This collaboration coincided with the start of Phoenix Legend’s “吉祥如意” (Good Fortune and Auspiciousness) 2024 concert tour. The wonderful collision brought about by this cross-industry cooperation has garnered wide attention for Zuliz and sparked enthusiastic interaction among netizens.

In 2024, Zuliz Elderly Shoes has been making frequent strides in the field of marketing. Through a series of multidimensional and high-frequency creative communication campaigns, the brand has continuously broken traditional boundaries and made an impact on the psychological perception of young consumers. Zuliz demonstrates, through practical actions, its ability to not only consolidate its core elderly customer base in the era of comprehensive marketing but also engage in precise dialogue with the younger consumer group, continuously expanding the boundaries of reach for elderly shoe products.

Zuliz Elderly Shoes is dedicated to understanding the needs of its users and reaching out to diverse groups through cross-industry collaborations.

Over the years, Zuliz has consistently focused on the practical needs of elderly users in their product development and design. During the recently concluded 2nd Elderly Industry Development Forum, Zhang Jingkang, the founder of Zuliz, reiterated the importance of understanding user needs. With Zuliz’s continuous deepening in the elderly shoe market and the increasing aging population in China, the company has observed the growing diversification and personalization of demands from the elderly consumer group. They are no longer satisfied with a single type of product but seek comfortable and stylish elderly shoes that can adapt to various life scenarios. In response to this trend, Zuliz has positioned itself as the leading brand in both the “elderly shoes” and “gifts for elders” categories. The company has quietly expanded its user base to include younger consumers, subtly infiltrating the concept of “gifting Zuliz shoes to elders” into the hearts of a wider audience and winning the hearts of young people.

Phoenix Legend is a nationally recognized idol with impressive data and a wide audience coverage on social media platforms. With its down-to-earth image, Phoenix Legend has successfully crossed age boundaries and has a comprehensive influence on audiences of all age groups. This relatability has built a bridge between Zuliz and its users. The partnership with Phoenix Legend has given public figures a deeper meaning and has quickly captured the attention of Phoenix Legend’s fans. Undoubtedly, Phoenix Legend’s fans are known for their creativity and activities on social media. Comments like “Wearing Zuliz shoes to fly to the concert”, “Now it’s the Phoenix Battle Boots”, “Phoenix Legend + Zuliz dominating the square dance circle”, and “Enjoying life with Zuliz shoes while listening to Phoenix Legend” are constantly heard. User-generated content knows no boundaries, and Zuliz has leveraged the power of netizens to take the impact of this endorsement to new heights.

The official announcement of the new brand ambassador has sparked further interpretations from various media outlets such as “浪潮工作室” (Wave Studio) and “凤凰WEEKLY” (Phoenix Weekly), exceeding the brand’s expectations with overwhelmingly positive feedback. This success not only demonstrates the effectiveness of the brand’s marketing strategy but also highlights the brand’s ability to accurately capture the state of “awakening” among young people. The brand has recognized the younger generation’s more diverse and mature aesthetic choices and aspirations, providing valuable insights for future market positioning and development considerations.

Creativity can be dazzling, but it is the value and warmth of a vivid narrative that truly matters.

If we say that “touching” Phoenix Legend is limited to the virtual screen, Zuliz has once again found a unique way to bridge the distance and make the experience more real. After announcing the collaboration with Phoenix Legend, Zuliz seized this golden opportunity and organized a creative fashion show in Hangzhou. They invited a group of vibrant senior influencers to wear Zuliz elderly shoes and step onto a specially built “T-stage,” defying the traditional perception of older people with their confident strides. These models, aged 60 and above, showcased their elegance and proved that youthfulness is not determined by age but by a certain attitude towards life.

An excellent product should not be confined to a storefront; it should be integrated into people’s lives. Zuliz, through its vibrant connection between the elderly and its products, showcases its unique innovation and storytelling capabilities. The brand not only focuses on the functionality of its products but also strives to connect with young people through stories and emotions, allowing them to feel the warmth and power of the brand. Such activities have brought long-lasting effects to the collaboration with Phoenix Legend.

Furthermore, Zuliz’s creative marketing on different social platforms is truly impressive. The official parody documentary series “万万没想到” (“Zuliz Unexpected”) on Bilibili cleverly conveys the message that Zuliz offers great value for money. On Xiaohongshu (Little Red Book), they use cat meme materials to create a story-driven short drama titled “重生之00后在足力健当运营” (“Reborn as a Post-00 Generation Working at Zuliz”), which resonates with the current generation and fills their fragmented free time. The brand also invites numerous elderly people to wear Zuliz shoes and dance to the song “New Youth,” showcasing the vibrant spirit of these energetic grandmothers and embodying the belief that age is just a number. These creative interactive contents have a wide range and successfully balance the objectives of branding and effectiveness. Importantly, they help Zuliz shed its previous “uncool” label and reshape its brand image as a down-to-earth and fashion-forward brand.

In 2024, upgrading marketing strategies requires both new approaches and favorable timing. The marketing landscape is rapidly changing, and consumer needs and preferences are constantly evolving. Therefore, brands need to continuously seek new methods and innovative strategies to attract and retain consumer attention.

If I were to use one word to describe Zuliz elderly shoes in 2024, it would be “new.” In the first quarter, Zuliz revamped its shoe boxes, simplifying the packaging to highlight the essence of “comfort.” This earned them the title of “Innovative Enterprise” from the Ministry of Industry and Information Technology, showcasing their innovative strength. Moving into the second quarter, thousands of stores joined the local life trend on Douyin (TikTok), leveraging the digital wave to invigorate offline physical stores. In a world reshaped by the internet, Zuliz keeps up with the trends while staying true to their original mission. They find a balance amidst the ever-changing landscape, allowing their elderly shoes to truly connect with users. This dissipates the inherent marketing attributes and strengthens the brand’s communication efforts.

From the extensive television advertising campaigns of the past to the strategic transformation of meticulous online cultivation, every innovation in Zuliz’s marketing activities has surpassed and reshaped traditional models, making their brand story more vivid and powerful. At the same time, their timing has been well-controlled, as the announcement of their collaboration with Phoenix Legend coincided with the concert boom, resulting in a natural boost in popularity. Their advertisement landing at Zhengzhou Xinzheng Airport during the May Day holiday created a surge of people, further increasing brand exposure.

Marketing knows no boundaries, and creativity knows no limits. With a more three-dimensional and enriched perspective, Zuliz’s brand “palette” has become more diverse. However, amidst all the changes, Zuliz remains committed to its unchanged promises – unwavering quality, unwavering craftsmanship, and a deep understanding of the needs of the elderly population. Looking to the future, Zuliz elderly shoes will continue to showcase more surprises and innovations, embracing new trends, bringing good products to fruition, and steadily advancing towards their vision of becoming a leading enterprise in the elderly consumer goods market by 2035.