Distributors may hold a seemingly “ordinary” role in the industry, yet they are crucial partners for businesses. It is through their silent dedication that companies and brands achieve some level of success and market recognition.
The “Footkin Distributor Series Stories” aim to showcase the outstanding distributors of Footkin elderly shoes, reflecting on their entrepreneurial journeys, sharing sales techniques, and exploring promising business opportunities together.
Within these stories, there may be some secrets of success, touching narratives, or discussions about past challenges faced. It is hoped that these stories will bring you more inspiration and food for thought.
The featured Footkin elderly shoe distributor in this issue—Mr. Jiang Tao.
Mr. Jiang Tao, the Footkin elderly shoe distributor in Mianyang City, Sichuan Province, originally hails from Yueyang, Hunan Province. He moved to Mianyang at a young age with his parents due to work transfers. In 2022, he joined Footkin and currently manages five stores: Da Xi Men Store, Lin Yuan Kou Store, Jingkai Wanda Store, Dongjin Road Galaxy City Store, and Fu Le Road Store in Mianyang.
Mr. Jiang has had a diverse and rich experience, having worked in state-owned enterprises and ventured into entrepreneurship outside. He has seen significant achievements as well as setbacks along the way. Later, due to his aging parents and young children, he returned to Mianyang, Sichuan, to embark on another chapter in his life.
“Doing business at your doorstep requires utmost recognition.”
During the conversation with Mr. Jiang, he mentioned the serendipitous nature of his joining Footkin, “Because my parents had worn this brand in the past, and I knew it was very comfortable. When I returned to Mianyang, after several inspections, I made up my mind.” Mr. Jiang has had previous business experience, primarily in the financial services industry, with its ups and downs. His years of experience have given him a profound understanding of business operations and the market environment.
From a business perspective, as Mr. Jiang put it, “It wasn’t the most ideal time or circumstances, but I had trust in the quality of Footkin elderly shoes and a strong appreciation of the company’s positioning, so I chose this product without hesitation.”
Looking at the market environment, Mr. Jiang recognized the tremendous opportunity under the silver wave trend. With China entering an aging society, the degree of aging will only intensify. Having experienced the so-called demographic dividend period, the reality of facing the gradual decline of this demographic dividend is something to ponder.
Transitioning to family and personal aspects, Mr. Jiang expressed, “My father is in his 80s now, and my mother in her 70s. My biggest concern is their risk of falling. This is definitely a ‘big taboo.’ So, I noticed Footkin from them, as it truly excels in functionality and care for the elderly feet.”
It is certain that Mr. Jiang’s transformation from a consumer to an operator was shaped by the brand and market environment.
In the conversation, Mr. Jiang also showed no hesitation in acknowledging Footkin’s founder, Zhang Jingkang, referring to him as a “warrior” – decisive, daring, and dedicated to serving the elderly. He believes that establishing and maintaining a brand in the field of elderly shoes requires not just simple actions but a combination of many concepts and consistent execution.
There is never a perfect time; the present is the best moment. Over the past two years, as the helmsman of five stores, Mr. Jiang has steered the ship steadily and operated with practicality!
Leveraging significant geographical advantages, Mr. Jiang meticulously selects prime locations to facilitate steady operations and provide customers with optimal selections.
Mr. Jiang mentioned, “Currently, the operation of the five stores has not yet reached the most ideal state,” but performance remains stable, benefiting greatly from excellent geographical locations. Take the Da Xi Men Store in Mianyang City, for example, which is the store Mr. Jiang values most. It is located in the city center, covering over 100 square meters, with four entrances, creating a visually stunning effect. Similarly, the Lin Yuan Kou Store also has its advantages, situated in a commercial area with two attractive entrances. The other stores are also sizable, and their collective efforts support the stable operation of each store.
Mr. Jiang must have received some helpful advice on choosing prime locations. He puts a lot of effort into each store’s location, conducting thorough market research before making a decision. He actively engages with local elderly residents when considering a particular location, asking for their opinions on whether it would attract them to make purchases. Each elderly person demonstrates great patience and provides detailed analysis. Mr. Jiang said, “These local elderly people have lived in the area for many years and must have unique insights.”
Offering meticulous and thoughtful service, Mr. Jiang earns a good reputation through caring and attentive gestures.
In my conversation with Mr. Jiang, his reserved nature was evident, but when it came to store services, he always had something to say, “We have always provided excellent service, strictly adhering to company policies. Offering a glass of water upon entry, free shoe cleaning, free foot massagers, and massage chairs are all basic requirements.”
Mr. Jiang emphasizes that the company’s policy of free shoe cleaning is aimed at solving the elderly’s shoe cleaning difficulties. This increases their return rate, frequency of visits, and ultimately, the likelihood of making a purchase.
The secret to excellent store service also lies in the seamless cooperation among the staff. Mr. Jiang shows great trust in his team, “As my children are still young, and I am getting older, sometimes I can’t handle everything. My time in the store is limited, so I make sure to hire reliable staff. Currently, the staff in my stores have considerable experience in the industry. They are patient, caring, and possess excellent professional qualities, which have had a positive impact on the stores.”
Mr. Jiang emphasizes the importance of emotional connection in addition to service. He mentioned, “Some children do not work in Mianyang, and elderly people may sometimes feel a bit lonely. If they come to the store, the staff accompany them, chat, and share stories. The emotional value at that moment far surpasses monetary value.” Speaking on this topic, Mr. Jiang empathizes with others. When feeling restless and weary, he longs for someone to sit down and have a chat with him. He hopes that elderly people can also experience the same emotional value.
Mr. Jiang emphasizes the importance of integrating online and offline strategies, believing in a straightforward implementation approach.
In the process of store growth, Mr. Jiang himself continues to evolve and grow.
He adeptly manages the five stores, adjusting product displays regularly based on customer needs and varying shopping habits to ensure the shopping environment meets customer expectations.
This year, Mr. Jiang has actively embraced online platforms, with all five stores joining the local lifestyle platform Douyin. Through influencer-led store explorations, they attract online customers to purchase discount vouchers and then redeem them at the nearest store.
Although still in the exploratory phase, Mr. Jiang sees great potential in this online and offline integration marketing approach. He remarked, “This is a cost-effective way for young people to show love and filial piety, which will definitely attract more young people to buy elderly shoes for their elders and drive traffic to the stores.” Moving from elderly self-purchases to inspiring young people to buy elderly shoes for their family members represents an innovative move to increase market share for the company. It also reflects the continuous investment and consensus of business owners like Mr. Jiang.
Mr. Jiang’s approach is like gently tossing a small pebble onto the surface of a lake – seemingly insignificant, yet capable of creating ripples that spread far and wide, yielding tangible responses. Over the course of two years, from initially hiring someone to distribute flyers to becoming a landmark store, his unwavering original intention has been crucial. “Every entrepreneur starts from scratch, and the entire process is all about self-exploration. But in the process of running Zulijian, I have always believed in one phrase – ‘simply believe and follow through.’ It is essential to have faith in proven concepts and viewpoints. When the overall direction is right, the challenges of the details are not obstacles.”
“Talking about efficient management, Mr. Jiang has something to say.”
“For distributors with multiple stores, unlike single-store operations, it implies a certain level of financial strength. However, having financial strength does not necessarily equate to managerial prowess. As a manager of five stores, Mr. Jiang has a wealth of experience to share.”
Personally engaging in frontline duties, practicing empathy, and providing assistance to the elderly.
“At first, one must experience the front line – stay in the store. Feel the frontline status, learn to communicate with customers, and enhance understanding of customers,” Mr. Jiang reflected. The period of immersion was invaluable, with interactions with the elderly proving to be enlightening. The positioning and sentiments customers hold towards shoes far surpassed his initial understanding.
In the store, one encounters various life stories. There is an elderly lady who is a loyal customer, and Mr. Jiang shared her story, “Our store has been open for two years, and she has been buying for two years. She once showed me a video of her shoe cabinet, all filled with Zulijian – Zulijian styles for all seasons. Interestingly, she occasionally calls to ask if there are new products. One time when she wasn’t feeling well, she directly video-called our staff to select shoes, transferred payment via WeChat upon finding a suitable pair, and then I arranged for home delivery. What’s even more noteworthy is that she has several pairs of the same shoe, not only finding them incredibly comfortable herself but also sharing the comfort with her close friends.”
In addition to cases where the elderly buy for themselves or the young buy for the elderly, Mr. Jiang has encountered instances where elderly individuals purchase Zulijian shoes for their children, which was quite unexpected. Mr. Jiang candidly explained the reasons why the elderly buy Zulijian shoes for their children – firstly, out of concern for the challenging living conditions faced by children in the current environment, and secondly, for the undeniable comfort and quality that Zulijian shoes offer.
“In the current market environment, there are indeed difficulties and pressures, and many people encounter various problems. Every family, as the smallest unit of society, is like the most sensitive capillary, quickly perceiving market fluctuations and changes. Therefore, this matter deeply resonates with me,” Mr. Jiang recalled, showing profound sensitivity and contemplation.
Acknowledge the philosophy and depend on competent staff.
Mr. Jiang not only seeks his own approval but also aims for the recognition of his store. With each new member joining Zulijian, Mr. Jiang hopes that they quickly embrace the company’s culture. He assists new employees in understanding Zulijian’s philosophy, acknowledging that aside from learning the company’s principles, he also provides brief training tailored to the local characteristics of Mianyang and the unique features of different stores.
“In the initial stages, I am very selective. I pay great attention to selecting and employing people. However, once I make a choice, I certainly trust them and try to empower them to the best of my ability. Frontline employees have the keenest understanding of the market. If they feel it’s appropriate, I give them the autonomy to operate.”
This virtuous cycle has brought about understanding and positive motivation among the staff. Not long ago, a sister from the team fell off her electric bike, sustained injuries, and despite resting for a few days and wearing a bandage, she insisted on coming to work. Mr. Jiang’s team is incredibly united – they voluntarily shared her workload, allowing the injured sister to handle reception duties while the rest of the team took care of the remaining tasks.
Consider the long-term perspective of the business, rather than focusing solely on off-peak or peak seasons.
Having operated for over two years, there have naturally been ups and downs, with slow and peak seasons, but Mr. Jiang believes these fluctuations are normal in the business world. He remains hopeful and resolute about the future.
“If profits are good and I can earn more money, I will definitely open more stores. I am very serious about this. I have been determined since the beginning. This is not like making a movie where it ends after filming. It’s a long-term project that requires continuous effort to fully understand the market. I have always had high hopes for the elderly shoe market. When the market thrives, both brands and individuals will benefit.”
In Mianyang, we see Mr. Jiang not only providing a better experience for customers but also maintaining sincere connections with everyone in the community. Two years may not be long, but it is this persistence and sincerity that have allowed the impact of “every pair of shoes” and “every act of caring for the elderly” to reach a wider audience.
In conclusion,
“Love begets love, and blessings come to those who bestow blessings.” Mr. Jiang quoted this saying while reflecting on his personal journey.
By treating customers wholeheartedly and serving the elderly sincerely, one can undoubtedly receive greater rewards.
With nearly 300 million elderly people in China, the silver economy is opening up new opportunities. Joining Zulijian, feeling the warmth of the brand, and collaborating to write a new chapter together.
