During traditional solar terms, the Double Ninth Festival holds an important position. As a significant day for respecting and loving the elderly, it carries millennia of historical and cultural significance, reflecting people’s profound care for the elderly. Against this cultural backdrop, leveraging the festival to build a platform for corporate voice has become a common consensus for brands to achieve in marketing activities.
This year, during the Double Ninth Festival, Zuliz elderly shoes continued to exert efforts, not only conveying their product’s core values but also actively meeting the emotional needs of the elderly and aligning with the trend of the times. Through practical actions, they bring warmth to the elderly community, promoting business growth and providing consumers with more surprises.
“New Arrival” Zuliz, Meeting the Foot Needs of the Elderly
Throughout its history, Zu Li Jian elderly shoes have always emphasized that their products are based on insights into the needs of the elderly. What does “insight” mean? Zu Li Jian founder Zhang Jingkang once said that meeting the needs of the elderly first requires helping them solve foot problems. As people age, the elderly may experience various issues such as widening and lengthening of the feet, and collapsing arches. Over the course of ten years, Zu Li Jian elderly shoes have developed a “Professional Elderly Shoe Last,” establishing themselves as the leading brand in professional elderly footwear.
For the brand, responding to the needs of the elderly has always been reflected in marketing activities. During the Double Ninth Festival in 2024, the slogan “Respecting the Elderly on Double Ninth, Gift Zu Li Jian to the Elders” resonated loudly. The brand showcased a “New Arrival” video featuring multiple scenes of elderly people wearing and purchasing Zu Li Jian shoes, subtly showcasing the comfort, anti-slip, and durability of Zu Li Jian products, conveying the elderly’s “New Arrival” experience through vivid visuals.
The traditional customs of the Double Ninth Festival, such as climbing high and admiring flowers, not only carry cultural significance but are evidently closely related to a good pair of shoes. Zu Li Jian capitalized on this connection, combining the festive atmosphere with the practical needs of the elderly, recommending suitable products to consumers through moderately cheerful videos. The short video content focused on themes like “Climbing high with parents on Double Ninth, be sure to wear Zu Li Jian travel shoes” and “Respecting the Elderly on Double Ninth, gift lightweight and warm shoes to the elders in early winter”, showcasing diverse product features and providing more choices for the elderly.
Respecting the elderly is important, but loving them is even more crucial. Give special love to special elderly individuals.
For a brand with a decade of history, insight goes beyond the surface and delves into the perception of their life needs, emotional desires, and a deep understanding of their mental state. During this Double Ninth Festival, Zu Li Jian actively explores the spiritual needs and inner world of the elderly, allowing them to be seen by more people.
“Nine Nine Double Ninth, Long-lasting Forever,” where “long-lasting” symbolizes longevity. Taking this opportunity, from October 1st to 13th, Zu Li Jian elderly shoes conducted a “Bring Your Marriage Certificate, Get Discounts with Zu Li Jian” privilege day event. Elderly individuals presenting their marriage certificate at the store could enjoy special privileges, and the brand introduced price reduction activities to provide tangible discounts for the elderly. The marriage certificate is a testament to the love of the elderly and an important milestone in their life journey. Through this event, Zu Li Jian elderly shoes help the elderly feel their own value and dignity, as well as experience the care and warmth from the company.
Aside from surprises in offline stores, online brand activities are also continuously expanding. The Zu Li Jian official WeChat account provides thoughtful knowledge sharing, offering professional guidance for the elderly on “Double Ninth Festival Climbing,” encouraging them to choose suitable footwear and not forget to select appropriate exercise methods and activities, focusing on ankle exercises and fitness goals.
In the comments section of the brand’s Double Ninth Festival activities, young people have been sharing heartwarming stories of celebrating the festival with their elders, grandparents, and grandparents. These stories are filled with warmth and touching moments, and these unique warm memories, belonging to each individual, can help more young people cherish the time spent with their elders and encourage society to pay more attention to the spiritual needs of the elderly.
On a deeper level, the brand’s series of expressions are a positive response to the national policy issues of loving the elderly and aging. In our country, the issue of aging is becoming increasingly severe, and how to care for the elderly and help them lead a happy and healthy life in their later years has become a matter of common concern for the entire society. Zu Li Jian elderly shoes are actively fulfilling their social responsibility of loving and respecting the elderly through practical actions, bringing more convenience and comfort to the lives of the elderly.
Jump out of a one-way perspective and let the elderly speak up proactively.
In traditional perceptions, the elderly are often labeled with various stereotypes, and on social media platforms, they are often portrayed as conservative, dull, and uninteresting. As a leader in the elderly shoe industry, Zu Li Jian has been deeply involved in this field for many years, encountering diverse groups of elderly individuals and deeply understanding that “the lives of the elderly are not necessarily miserable.” The brand hopes to break these stereotypes and encourage the elderly to speak up proactively, showcasing their vibrant and colorful side.
During the Double Ninth Festival, Zu Li Jian launched the #TakeParentsForLeisure# hashtag campaign on Douyin, garnering nearly 70 million views to date. Several popular influencers participated in co-creating the content, using the camera to capture the real lives of the elderly. In the diverse video content, the elders do not have to “endure hardships,” as a comfortable pair of Zu Li Jian elderly shoes allows parents to enjoy life and leisure activities to the fullest. Some influencers creatively joked, “If you choose a difficult path, choose a good pair of shoes,” and “No compromises with Zu Li Jian,” garnering approval from netizens in a humorous and light-hearted manner. Furthermore, through various scenarios portrayed, the service of Zu Li Jian’s “one-year free replacement of old shoes with new shoes” has resonated deeply with the audience.
Through these authentic recordings, we can see that the elderly are no longer confined to traditional stereotypes. They are agile, super cute, love shopping, and exude vitality and energy. The millions of views on the topic have rapidly increased brand exposure, driving efficient product promotion, and, more importantly, allowing more people to understand the real needs and living conditions of the elderly.
During this Double Ninth Festival campaign, Zu Li Jian conveyed the warmth of the brand through a series of “holiday marketing combos,” showcasing the social value of the elderly through concrete actions. Simultaneously, the brand continuously innovated its marketing content and expression forms, using product-embedded content to demonstrate its determination for long-term development, and collectively driving performance growth.
