Zuliz officially enters the dual-category era of “elderly shoes” and “elderly gifts”.
At the conference, the founder of Zuliz’s elderly shoes delivered a keynote speech on the theme of “Innovation Wins the Future.” He stated that Zuliz has become the leading brand in the elderly shoes category. After 24 years, Zuliz officially enters the dual-category era of “elderly shoes” and “elderly gifts,” always focusing on professionalism and comfort, targeting the elderly industry to provide users with valuable and tangible benefits, allowing the brand’s attributes to deeply resonate with people.
By the end of 2022, the population of elderly people over 60 in China is approaching 280 million. It is estimated that by 2035, this number will reach 400 million, creating a silver economy market worth 19.1 trillion yuan. The elderly industry is entering a period of explosive growth, with the elderly shoes industry being a “blue ocean,” essential, and high-frequency market. The sunset industry is transforming into a sunrise industry, and the aging population is expected to usher in the golden age of the industry.
With the brand’s innovative strategies, user logic, and communication strategies synchronized adjustments, Zuliz’s co-president, Li Zhongyi, stated that in the 9 years since its establishment, Zuliz has progressed from a pioneer in professional categories to an industry leader. They participated in drafting the national standard for “elderly shoes,” and the brand’s value has exceeded 10 billion. By aiming to become the top brand in the elderly shoes industry, Zuliz will focus on the “elderly gifts” category by 2024. With 300 million middle-aged and elderly people and 890 million young people in China, Zuliz will strategize the “elderly gifts” category, adding 1.19 billion in brand value. The younger users have a demand for gifting, representing emotional and cultural values of the brand. From elderly shoes to elderly gifts, Zuliz will become the preferred choice for elderly gifts, marking the arrival of the dual-category era for Zuliz’s elderly shoes.
In alignment with the strategic changes, Zuliz’s user logic and communication strategies will also adjust simultaneously. From comprehensive online media to celebrity collaborations, outdoor advertisements, and a combination of online and offline communication, original content in six major directions will continue to empower and transform the brand.
It is understood that in August 2021, the National Standards Commission issued the “Elderly Shoes” national standard project notification. Zuliz, as a leading enterprise, was invited to participate in the drafting of the standards and assumed the responsibility of the first drafting unit. Leveraging its quality system construction and the advantage of a database on elderly users’ foot shapes, the company actively participated in various aspects of standard-setting work, providing valuable feasibility reference for the drafting of standards.
In nearly a decade since its establishment, Zuliz has led and participated in the drafting of 24 standards, including 1 national standard, 2 industry standards for aging in the light industry sector, 12 industry group standards for elderly shoes, and 9 enterprise standards. Among them, the enterprise standards for travel shoes and casual shoes each received the “Trailblazer” and Advanced Standard certificates, showcasing Zuliz’s specialized standard development in elderly shoes, setting an advanced example and providing guidance for the entire industry.
This event holds profound significance for the Zuliz brand itself. Zuliz has expressed its commitment to continue deepening its focus on the niche market of elderly shoes, ensuring that products strictly adhere to national standards and even exceed them, continually strengthening its professional capabilities, and solidifying its position as an industry leader.
Moving forward, Zuliz’s elderly shoes will actively participate in various standard-setting efforts related to elderly shoes and aging, collaborating with the industry to contribute to the industry’s development.
