In the current market environment where brands intertwine, cross-industry collaborations have become a striking marketing strategy. In September, Footlink Elderly Shoes and Yili Shuhua An Sugar Health embarked on a joint collaboration. The promotional poster featuring a silver-haired grandmother wearing Footlink Elderly Shoes and holding Yili Shuhua An Sugar Health exudes a vibrant and positive energy, marking the official commencement of this combined online and offline co-branding campaign.
This combination of “elderly shoes + digestive milk” may initially raise questions for consumers, but upon closer examination, it is perceived as a rational pairing. This innovative collaboration brings consumers a fresh experience and unlocks a new model for brand partnerships.
Targeting the elderly market, providing comprehensive coverage from basic needs to emotional resonance.
According to the “Chinese Elderly Travel and Foot Health Research Report,” 89% of elderly individuals experience foot issues, highlighting the necessity of wearing specialized elderly shoes. Since its inception, Footlink Elderly Shoes has been committed to catering to the elderly demographic. Over the course of a decade, they have developed “professional elderly shoe lasts,” designing their products around the specific characteristics of elderly feet. From slip-resistant and durable soles to breathable and antibacterial uppers, and a one-step shoe pull-on heel design, the meticulous details align perfectly with the needs of the elderly.
Yili Shuhua An Sugar Health is a dairy product tailored for the 45+ age group, focusing on functional nutrition, featuring lactose-free content, refined nutrients, and easy absorption. Therefore, for many lactose-intolerant elderly individuals, An Sugar Health stands as an ideal choice. The highly congruent target consumer groups of both brands make this joint venture a logical progression, providing a solid basis for brand collaboration.
During the Mid-Autumn Festival, the prominent slogan “Shuahua Gifts – Footlink, Heartfelt Wishes” can be seen upon accessing the WeChat mini-program. Consumers have the opportunity to receive An Sugar Health as a gift with Footlink purchases or exchange An Sugar Health for Footlink Mother Shoes, Four Seasons Travel Shoes, and other products. The marketing strategy of combining milk with shoes brings a fresh perspective to consumers, offering them a wider range of choices and cost-effectiveness.
The New Vision magazine has released a short film titled “We Always Discover Our Parents Aging in a Moment,” focusing on the emotional aspect of “returning home to be with parents during Mid-Autumn Festival.” The short film portrays a mother, once curious about new things, gradually growing white hair and wearing reading glasses; and a father, once spirited and staying up late to watch sports, now slightly hunched and nodding off while reading. In just two minutes, the video conveys a simple yet profound message – our parents will age, but they can maintain a positive spirit and enjoy the scenery along life’s journey. By projecting the official “life improvement” into daily life, the video offers a fresh perspective to young people caught in fragmented lifestyles, bridging the gap with consumers, and integrating products into everyone’s lives. This is not just a marketing campaign but also an expression close to the essence of life.
Laying the groundwork for collaborations opens up new directions in partnership, and great products are worth promoting repeatedly.
Footlink’s insightful understanding of users has always been a topic of discussion in the industry. From creating specialized elderly shoes based on thousands of elderly foot data to putting users at the center to provide consumers with the best choices, Footlink has consistently connected with consumers in different ways, tailoring to them through various channels and reaching a wider consumer base.
Further exploration reveals that with the fragmentation of internet content and the trend towards decentralization, consumers are allocating less time to various platforms and content. The diversification of channels is making consumers increasingly segmented, with varying pursuits of brands. Cross-industry collaborations are essential for Footlink to leverage new opportunities and expand its market reach through another brand. Through the partnership with Yili Shuhua An Sugar Health, Footlink not only enhances its product appeal but also reaches the consumer base of An Sugar Health through the collaboration. This helps consumers “find resonance,” planting seeds of interest and reaping positive feedback from both brands, swiftly establishing a brand fortress. Simultaneously, it allows for the accumulation of user data to retain consumers and explore another growth direction in diversification.
In recent years, collaboration has become a crucial area where major brands compete to establish themselves, serving as a way to break free from conventional thinking. Unlike relying on peripheral products to attract customers, the collaboration between Footlink and An Sugar Health emphasizes winning through quality. As the first drafting unit of the national standard for “elderly shoes,” Footlink has built its factory in Suixian to ensure quality control throughout the production process. Yili An Sugar Health integrates the traditional Chinese medicine concept of “food and medicine from the same source” to maintain the quality of Shuhua milk. By reverting to high quality, such collaborations can yield convincing results, continuously enhancing brand visibility and ensuring long-lasting brand vitality.
Red and blue can represent vitality and openness. Footlink possesses the social attribute of comfort and ease of wear, making it an essential companion for the elderly in their daily wear and a preferred gift recommended to friends. Premium products are always worth promoting repeatedly. Footlink closely follows the trend of collaborations, incorporating product characteristics into a different context. This approach not only conveys care for parents and attracts new users through new channels but also maintains the high quality and comfort of the product, achieving a perfect balance.
