Recently, after more than a decade of dedication to the elderly footwear market, Zuliz officially announced an upgrade to its brand slogan. It changed from the long-used “Professional Elderly Shoes, Trust Zuliz” to “Professional Elderly Shoes, China Zuliz.”
This seemingly small two-word change is far more than a simple marketing adjustment. It’s a confident declaration from a national brand that has solidified its industry foundation and is moving toward the international stage. This shift marks Zuliz’s strategic leap from delivering purely functional value to creating a deep emotional connection with Chinese identity.
At the same time, it reflects the growing cultural confidence and industrial strength of Chinese brands in the global market.
The evolution of Zuliz’s brand slogan has always resonated closely with the company’s development trajectory. Looking back at Zuliz’s growth since its founding in 2015, the company started with the goal of solving the problem of “difficulty seniors face when wearing shoes.” Zuliz collected data on seven dimensions of elderly foot shapes and developed specialized shoe lasts dedicated to addressing these issues.
The slogan “Trust Zuliz” directly highlights the brand’s professional expertise. As the primary drafter of the national standard for elderly footwear, by June 2025, Zuliz has secured 458 patents related to elderly shoes. It has also been recognized as the No. 1 seller of elderly footwear nationwide for five consecutive years and boasts a brand value of 13.545 billion yuan, ranking in the “Top 500 Chinese Brands” for four years straight. These solid industry certifications and market achievements have built a strong foundation of trust for the brand and laid the groundwork for the recent slogan upgrade.
When product strength, technological capability, and industry influence reach a certain level, a brand naturally needs to express itself on a bigger stage. The birth of “China Zuliz” is the inevitable result of this accumulated strength, a firm affirmation of the brand’s identity as a proud representative of “Made in China” innovation.
If the word “Trust” represents Zuliz’s inward focus on strengthening its professional foundation, then the two characters “China” boldly showcase its national confidence to the outside world. This confidence is especially evident in Zuliz’s journey of expanding overseas.
In 2023, regarded as the “first year of Chinese brands going global,” Zuliz started its international expansion in Singapore. The overseas brand “ZULIZ” quickly captured the local market with designs tailored to elderly needs and reliable quality. On the opening day of its Singapore store, it sold over 100 pairs of shoes, generating nearly 50,000 yuan in sales, with daily sales per square meter exceeding 1,300 yuan—an impressive achievement.
In August 2024, Zuliz participated in the Elderly Shoes Malaysia International Trade Expo. After signing with a local distributor, Zuliz successfully opened its store in Malaysia in January 2025, proving the global appeal of Chinese professional elderly footwear through strong market response.
Today, the brand’s overseas presence has expanded to countries like the Philippines and Saudi Arabia. In markets with diverse climates and consumer habits, Zuliz has built international teams and launched customized products tailored to each market. Using a strategy of “experience replication + model innovation,” Zuliz steadily establishes its foothold abroad.
Zuliz’s international expansion delivers not only comfortable footwear but also showcases China’s manufacturing strength and service philosophy. The slogan “China Zuliz” is the perfect expression of this national pride.
This brand upgrade marks Zuliz’s transformation from a “function-driven” brand to one that resonates with “national emotional identity.” On social media, Zuliz is celebrated as a “shining star of domestic brands” and is a top choice among young people when buying gifts for their elders, praised for “showing care for seniors down to the smallest details.”
This emotional connection stems from years of dedicated work: building a thousand-acre smart footwear industry park in Suixian, Henan; partnering with Italian companies to create advanced automated production lines that control the entire process from R&D to manufacturing; collaborating with Suzhou University and Xi’an University of Electronic Science and Technology to research nanomaterials and smart wearable technology; and launching the Love for Seniors Fund and “Love for Seniors” charity campaign to support elderly people in rural areas, living out the brand’s philosophy of “Caring for the Elderly, Warming the Sunset Years.”
With product strength deeply intertwined with emotional value, “China Zuliz” is no longer just a brand—it’s a cultural symbol that carries national pride and connects generational care. This upgrade in brand power builds an unmatched core competitiveness for Zuliz in the multibillion-dollar elderly footwear market.
Standing at the forefront of the rapidly growing silver economy, Zuliz’s brand upgrade is a timely and inevitable choice. With China’s release of the “Opinions on Developing the Silver Economy and Enhancing the Well-being of the Elderly,” the silver economy has entered a golden era driven by both policy support and market demand. The market size is expected to reach 30 trillion yuan by 2035, and the Chinese elderly footwear retail market is projected to surpass 100 billion yuan by 2028.
Against this industry backdrop, Zuliz’s shift from “Professional Trust” to “China Identity” aligns perfectly with consumers’ growing trust and recognition of domestic brands. It also lays a solid cultural foundation for expanding into broader global markets. From a dense network of nearly 3,000 offline stores across China to digital transformation through platforms like Douyin Local Life; from focusing solely on “elderly shoes” to extending into the “gifts for elders” dual-category strategy, every step Zuliz takes injects real substance into the “China Zuliz” brand image.
Today, the brand that proudly proclaims “China Zuliz” moves confidently on both domestic and international dual-circulation tracks. This slogan upgrade is not only a necessary step for Zuliz’s own growth but also reflects the collective awakening of Chinese national brands amid globalization. When products are professional enough, capabilities strong enough, and brands able to carry national emotions and cultural values, the two words “China” become the most powerful business card.
Looking ahead, with the advancement of its global partner program, Zuliz’s overseas footprint will continue to expand. The voice of “Professional Elderly Shoes, China Zuliz” will accompany more and more comfortable shoes to seniors in countries and regions worldwide. In this wave of domestic brand rise, Zuliz’s decade of dedication proves that the confidence of a national brand will ultimately shine across borders through professionalism and perseverance.
For more information, follow us on our Instagram page!
