On January 6th, the Zuliz elderly shoes “Innovation Wins Growth” and the national standard launching ceremony took place as scheduled in Zhengzhou, Henan. Representatives from Zuliz’s key distributors nationwide gathered in Zhengzhou. During the event, Zuliz unveiled a new dual product category strategy of “Elderly Shoes + Elderly Gifts,” aiming to support the brand’s continuous innovation and development, and provide users with more comfortable and professional products and services.
Zuliz has officially entered the era of dual product categories with “Elderly Shoes” and “Elderly Gifts.”
At the conference, the founder of Zuliz elderly shoes delivered a keynote speech on the theme “Innovation Wins the Future.” He stated that Zuliz has become the leading brand in the elderly shoe category. After 24 years, Zuliz has officially entered the era of dual product categories with “Elderly Shoes” and “Elderly Gifts,” always focusing on the key aspects of professionalism and comfort. By centering on the aging industry, Zuliz aims to provide users with distinctive and tangible value, embedding the brand deeply in people’s hearts.
By the end of 2022, the population of elderly individuals over 60 years old in China is approaching 280 million, and it is projected to reach 400 million by 2035. With a silver economy market worth 19.1 trillion, the aging industry is experiencing rapid growth. The elderly shoe industry is characterized as a “blue ocean, essential, and high-frequency” market within the aging sector, representing both a sunset industry and a sunrise industry. The aging demographic shift is poised to usher in a golden age for the industry.
The brand’s innovative strategy entails synchronously adjusting user logic and communication strategies.
During this period, Zuliz’s Co-President, Zhongyi Li, stated: In the 9 years since its establishment, Zuliz has transitioned from being a pioneer in the professional category to a leader in the industry. By participating in the drafting of the national standard for “Old People’s Shoes,” the brand’s value has exceeded 10 billion RMB. With the goal of becoming the top brand in the elderly shoe industry, Zuliz will focus on the “Elderly Gifts” category by 2024. Currently, there are 300 million middle-aged and elderly individuals and 890 million young people in China. By strategizing around the “Elderly Gifts” category, Zuliz aims to increase its user base by 1.19 billion, catering to the gifting needs of young users. This aspect represents the emotional value and brand culture output for the brand. Transitioning from elderly shoes to elderly gifts, Zuliz will become the preferred choice for elderly gifts, marking the arrival of the era of dual product categories for Zuliz elderly shoes.
In alignment with the strategic changes, Zuliz’s user logic and communication strategies will be synchronously adjusted. The approach will involve the comprehensive integration of online media, combining celebrity collaborations with outdoor advertising, and integrating online and offline communication. Through six major original content directions, including original native content, Zuliz will continually empower and transform the brand.
Zuliz was honored to be the first drafting unit for the national standard on “Old People’s Shoes,” which has been officially released.
During the event, attendees collectively witnessed the plaque presentation ceremony for Zuliz as the first drafting unit of the national standard for “Old People’s Shoes.” The release of the national standard for “Old People’s Shoes” marks a significant milestone in the development of the elderly shoe industry.
It is reported that on January 2nd, the national standard GB/T 43587-2023 for “Old People’s Shoes” was successfully released. Zuliz, as a leading enterprise, was invited to participate in the drafting of the standard. Leveraging its advantages in quality system construction and the database of elderly users’ foot shapes, the company actively contributed to various aspects of standard-setting work, providing valuable feasibility references for the drafting of the standard.
As the leading brand in the elderly shoe industry, Zuliz will focus on the “Elderly Gifts” category in the future, which will have a positive impact on the aging industry. With its brand influence and user reputation in the elderly shoe market, Zuliz has a natural advantage in entering the elderly gifts category. Additionally, Zuliz will actively promote the standardized development of the industry, elevate the overall level of the aging industry, and create a better life experience for the elderly.
