Distributors may be seen as a “regular” role in the industry, but they are crucial partners for businesses. It is through their silent dedication that companies and brands achieve some success and market recognition.
The “Futufoot Distributor Series Stories” aims to engage with outstanding distributors of Futufoot elderly shoes, reflecting on their entrepreneurial journeys, sharing sales techniques, and exploring promising business opportunities together. Within these stories, there may be some success tips, touching anecdotes, or discussions about past challenges faced. It is hoped that these stories will bring you more inspiration and reflection.
In this issue, the protagonist of the Futufoot elderly shoes distributor story is Ms. Wen Juanjuan.
Ms. Wen Juanjuan is a distributor of Futufoot elderly shoes in Pingyao County, Jinzhong City, Shanxi Province. She currently operates two stores, one near Yong’an Street in Pingyao County and the other at Wanfulong Supermarket on Liugen East Road. Juanjuan, a native of Pingyao, is 47 years old. She sports a very neat short haircut that complements her straightforward personality, instantly capturing the attention of others.
Ms. Juanjuan joined Futufoot in 2019, starting as a store clerk and later becoming a store manager. When Futufoot transitioned from a direct sales model to a partnership model, she seized the opportunity and independently operated two Futufoot stores. Although her stores are modest in size, around 30 square meters each, her performance has earned a good reputation locally.
Known for her passion for sales, every turn for Ms. Juanjuan is an opportunity.
“I’ve always had a special love for sales,” Ms. Juanjuan describes herself. Her enthusiasm for sales dates back to her youth when she sold cloth shoes and daily necessities at a nearby department store. On December 3, 1997, Pingyao Ancient City was designated a UNESCO World Heritage Site. Ms. Juanjuan saw the business opportunity in the tourism boom and promptly opened a photo studio to capture snapshots for tourists. However, with the proliferation of smartphones and more tourists opting to take photos with their phones, the photo studio became a relic of the past. Faced with declining business, Ms. Juanjuan decided to close the studio in 2017.
According to Ms. Juanjuan, joining Futufoot was fate. It came during a blank period in her life. “I took a break for a while, and with my child growing up, staying at home became boring. After years of enjoying communication and interaction outside, I didn’t want to just stay at home.” It was at this moment that an offline Futufoot store in Pingyao posted a job opening, and without hesitation, Ms. Juanjuan applied for the position.
Looking back on the process of joining Futufoot, Ms. Juanjuan recalls, “I have experience, and when they saw me, they immediately said yes. They asked me to discuss it with my family, but I told them there was no need as I make the decisions at home.” And just like that, the spirited Ms. Juanjuan crossed paths with Futufoot. Since then, she has consistently kept pace with Futufoot and received much recognition.
Focused on free shoe cleaning, service goes hand in hand with wisdom.
As you step into Ms. Juanjuan’s store, you’ll be greeted by a variety of shoes. In addition to various Futufoot elderly shoe products, there are dozens of cleaned shoes neatly arranged on shelves.
(一) Shoe cleaning has become a norm: Company policies driving it, self highly approving
Ms. Juanjuan’s store is located in a residential area, not facing the main street, with less foot traffic compared to commercial centers. To attract customers to her store, she has always insisted on offering free shoe cleaning, which is not only a company policy but also a reflection of her personal philosophy.
As Futufoot’s “6th Day Promotion” (every 6th, 16th, and 26th of the month) is a member day, Ms. Juanjuan personally created shoe cleaning cards. For every pair of shoes sold, she includes a complimentary card, allowing members to have their shoes cleaned for free when they visit the store. Ms. Juanjuan further elaborates, “Issuing these cards doesn’t mean a customer can only clean their shoes once or that we are reluctant to provide this card. In fact, it is a way to show appreciation and commitment to our customers, as well as subconsciously assure them that our shoe cleaning service is legitimate and continuous.” By keeping records of each customer’s shoe cleaning details, Ms. Juanjuan can also provide better follow-up services.
Ms. Juanjuan never sticks rigidly to the cards. When she sees elderly people with special circumstances or bringing in many pairs of shoes, she never hesitates, saying, “Cleaning a few more pairs is no trouble. Customers don’t have to do it themselves, and if it makes them a little happier, it’s also part of our service.”
Offering free shoe cleaning not only boosts foot traffic in the store but also enhances customer loyalty and increases repeat purchases. In addition to customers buying for themselves, there are also referrals. Ms. Juanjuan mentions, “After purchasing, customers will promote our Futufoot shoes outside. The quality is reliable, and our service is excellent. The fact that shoes can be cleaned for free makes it convenient and reassuring for customers.”
(二) Shoe cleaning has its methods: Rigorous processes, not afraid of hard work
Ms. Juanjuan’s free shoe cleaning service has become a major feature of her store, spanning her career from a store clerk to becoming the owner. She recalls the early days with limited resources, saying, “Initially, there was no water in my store when I was a clerk. I had to bring water from home to clean. Now, this store has tap water, and I got someone to modify the cabinet and add drainage. Offering shoe cleaning service also helps bring in more customers to the store.”
With the shoe cleaning service running smoothly, Ms. Juanjuan has her own strict process. Futufoot’s “6th Day Promotion” is also her “Customer Shoe Drop-off Day,” where she receives forty to fifty pairs of shoes in a single day. Ms. Juanjuan chuckles as she comments, “As soon as they come in, there’s a big pile of them, some dirty and smelly, just thrown inside the store.”
Dealing with dozens of pairs of shoes can indeed be a “tough task.” When there are fewer customers, Ms. Juanjuan and her staff often take turns watching the store and cleaning shoes. Shoe cleaning may be repetitive and mundane, but the sense of purpose behind it is palpable.
“It is indeed very hard work, but customers are genuinely touched. Many of them have become regulars, and whenever Futufoot has an event, they come to support us.”
Not only at her store in the residential area, but also at the Futufoot store next to the supermarket, Ms. Juanjuan always insists on providing shoe cleaning services. She explains, “I’m not in a rush for immediate results. I believe in taking it slow. This kind of service should continue as it’s all about building relationships.”
These intangible aspects, carried through the shoe cleaning service by Ms. Juanjuan, have repeated countless times amidst the fluctuating environment. She reflects, “Through our service, even if it requires extra effort, as long as it leads to business growth, everything is worthwhile. I find joy in it.”
Over the past three years, Ms. Juanjuan has established a rapport with customers in the vicinity. In the most recent member day event, her daily sales exceeded 5000 yuan.
(三) Shoe cleaning insights: Learn from setbacks, service needs wisdom
Shoe cleaning services have brought significant foot traffic to Ms. Juanjuan, but it also requires continuous reflection during the service process. Initially lacking experience, she only registered shoes based on styles and sizes. However, she soon realized that similar shoe styles and identical sizes were very common, leading to identification challenges. Once, a customer noticed some wear marks on the shoe’s surface while picking up their shoes, suspecting they were not theirs. Faced with a large number of cleaned shoes, Ms. Juanjuan found it difficult to differentiate. Fortunately, this customer worked at a hotpot restaurant, and the shoes retained a unique odor, faintly noticeable even after cleaning. Reflecting on the incident, Ms. Juanjuan recalls, “Only shoes from specific industries carry such distinct odors. I immediately realized he worked in a hotpot restaurant, and these shoes must be his.” With a clear clue, the customer quickly confirmed they were indeed his shoes.
Learning from setbacks, this experience has taught Ms. Juanjuan a valuable lesson. Since then, whenever a member brings shoes for cleaning, she promptly finds the customer’s WeChat, takes photos of the shoes showing their front, back, and sole with the size, and sends them to the customer. If the shoes show signs of wear from years of use or have wrinkled insoles, she also makes a note to distinguish them clearly at once. “By directly taking photos for customers, I can prevent unnecessary misunderstandings and troubles.”
When customers come to pick up their shoes, Ms. Juanjuan is also vigilant. She asks customers to confirm the pick-up date via WeChat in advance, verifies it when they collect their shoes, and records it in a notebook for future reference. Ms. Juanjuan explains, “By doing this, it ensures clarity for both customers and us, making it easier for future inquiries.”
The customer’s approval brought by the service is interconnected. Over the years of running the business, Ms. Juanjuan once relocated her store, and her loyal customers followed her there as well. “Coincidentally, the moving day was also a member day. I informed all the old members, and even though we changed locations, the customers still showed up. Many people even discussed why there were so many people on the first day of the new store. So, the ‘appeal’ of shoe cleaning is truly remarkable!”
Crossing generations comfortably: “Futufoot for the elders, suitable for the young too”
With her wealth of experience, Ms. Juanjuan emphasizes the importance of suitability when selling shoes. “When selling shoes, I always make sure to ask who they are for. It’s not just about making a sale, it must be suitable for the customer.”
For elderly customers in their seventies and eighties, Ms. Juanjuan meticulously inquires about their needs and recommends shoes based on their foot shape. “Some elderly people may have issues like bunions or corns due to their age. Tight or uncomfortable shoes are definitely not suitable for them. With decreased balance, they need shoes with good support. Futufoot shoes are stable, non-slip, and comfortable to wear.”
Ms. Juanjuan also emphasizes the importance of service repeatedly. “Futufoot brings comfort to customers. With no need for shoe cleaning and a guarantee after purchase, any sole detachment or wear within a year can be replaced for free. Customers can just focus on wearing them and enjoying the comfort without any worries.”
The charm of Futufoot is not limited to the elderly. With the expansion of the brand’s influence, customers in their middle age and even younger ones are also attracted. “Nowadays, the age range of our customer base has expanded. We have many customers in their forties and fifties in our store.”
Apart from gifting Futufoot shoes to the elderly, there are also younger “customers.” Ms. Juanjuan shared a special shopping experience where a high school student from Pingyao No.1 Middle School asked her mom to buy Futufoot shoes. “Initially, I recommended other brands to her for her son, even though Futufoot is comfortable and of great quality, its appearance might not be as trendy.” But the customer insisted on buying Futufoot, mentioning that her son is tall, 185cm, with wide feet and high insteps, and Futufoot shoes fit him perfectly.
Recalling the incident, Ms. Juanjuan said, “The customer’s son said he wants to see the essence of things, he values comfort. So, I recommended the light-colored Futufoot Peppermint Summer shoes, which are not only stylish but also comfortable and versatile.”
While the primary goal is selling shoes, Ms. Juanjuan’s love for communication is evident. “Conversations can bring joy,” she said with a smile. “If you always have a frown and lack a pleasant atmosphere, why would customers spend money to endure that? So, in my store, we not only provide service but also offer emotional value. Happy customers are willing to return.” She firmly believes in the mutual relationship between people. By bringing positive emotional value to customers, they are willing to reciprocate. Many customers have transcended simple buyer-seller relationships to become her friends. Even familiar faces passing by can’t resist stepping in, chatting with Ms. Juanjuan, and checking out the new shoe designs.
Time has left Ms. Juanjuan with memories, experiences, and the exchange of everyday life. In her store, customers not only find satisfying products but also receive warmth and respect. This emotional connection turns every shopping experience into a beautiful memory and ensures that every step Ms. Juanjuan takes is steady and purposeful.
In conclusion, during conversations with Ms. Juanjuan, you will often hear her affirmative and cheerful responses, “Yes.” She doesn’t dwell on business downturns but maintains optimism and silently encourages herself in her own way. “Sometimes, the results are not immediately visible, but as long as we keep working hard, there will be unexpectedly good outcomes.”
As the population ages and the silver economy thrives, the concept of distributors and partners continues to evolve. More and more people recognize the potential of Futufoot elder shoes in the aging industry. Society is changing, allowing everyone to embrace their efforts and achievements.
