Numerous voices proclaim the imminent explosion of the silver economy and the vast market it presents for the elderly. Yet, to what extent does this magnitude reach? As a brand, how can one effectively capitalize on this wave of prosperity? Today, let us delve into the opportunities for Dr. Comfort senior shoes in the specialized sector.

  • Zuliz elderly shoes have employed 4 strategies to clarify the entire product and market logic. Today, let us systematically dissect them.

Is it always the case that products for the elderly must be inexpensive?

The demographic of elderly individuals who have weathered hardships often exhibit frugality in their consumption habits. Consequently, it might be assumed that catering to their needs necessitates affordability. This prevailing notion within the realm of elderly economics is commonly cited; however, Zuliz does not adhere to this principle.

In contemporary urban settings, a significant proportion of retired individuals are characterized by financial stability and leisure. Despite this, they exhibit a prudent approach to spending. Notably, they are inclined towards rational consumption choices and tend to eschew excessively cheap products. This discernment may stem from their awareness of the pitfalls of substandard offerings prevailing in the health product market, where inferior goods often overshadow superior alternatives.

Elderly consumers seek dependable goods, as the adage “cheap goods are not good” remains an enduring truth.

  • Since Zuliz started making elderly shoes, they have abandoned the conventional “cheap is best” approach. Good products are not only recognizable by users but also felt in the wearing experience. Zuliz has consistently invested heavily in research and development to ensure their products offer great value for money. Even if their prices are higher compared to other products, they still lead the elderly shoe industry.

Differentiation is not just a gimmick; it’s a necessity.

Elderly individuals represent a unique market with distinctive needs, not simply a market with limited spending power. Zuliz recognized this need for differentiation and focused on factors like elderly foot data, shoe lasts, materials, and technologies suitable for elderly wearers. By distinguishing elderly shoes from adult shoes in terms of materials, functionality, and design, they have redefined the elderly shoe category.

On the path of differentiation, Zuliz was initially misunderstood as using gimmicks or creating a dark past. However, the market has vindicated Zuliz due to the unique demands of elderly consumers. By redefining the elderly shoe category, they played a significant role in the introduction of the national standard for “elderly shoes,” gaining recognition in a niche field.

Zuliz classifies their elderly shoe users into three categories: A – elderly individuals who experience wearing the shoes; B – younger individuals who purchase but do not wear the shoes; and C – middle-aged individuals who are undecided about wearing elderly shoes but may still purchase them as gifts. By segmenting their users, Zuliz breaks free from narrow thinking and redefines their user base, linking users and consumers to expand the brand’s market boundaries beyond just elderly users.

This approach may serve as inspiration for other brands to redefine their markets and users.

Elderly products also require strong branding.

Establishing a brand is crucial to address a fundamental issue – trust.

Every brand starts from scratch, including Zuliz elderly shoes. Through a decade of development, they have achieved a brand value exceeding one hundred billion. How did they manage this?

The year 2017 marked the beginning of Zuliz’s collaboration with celebrities for endorsements, enhancing their advertising strategies and benefiting from the final wave of television advertisement dividends. However, do not assume that Zuliz solely relies on television commercials. A quick search on platforms like Xiaohongshu and Bilibili under “Zuliz” reveals another dimension where elderly shoes can be portrayed as playful and unconventional. This approach has garnered Zuliz a large following of young “foot fans.”

Building brand strength is not achieved overnight; it requires strategic planning, quality products, user recognition, and most importantly, the right timing for cultivation and maturity.