Zuliz franchises are like the unsung heroes in the industry, playing a vital role as key partners for the company. It’s through their dedication and hard work that businesses and brands achieve success and market recognition.
The “Zuliz franchise Series Stories” aims to showcase the journeys of outstanding Zuliz Elderly Shoes franchises. These stories delve into their entrepreneurial experiences, share sales techniques, and explore promising business opportunities. From success tips to heartwarming tales and even lessons learned from challenges faced, these stories aim to inspire and provoke thoughts in readers.
Yan Haixing, the franchise of Zuliz Elderly Shoes at Gulou Street in Changping District, is a straightforward individual who can appreciate the moon in the sky while valuing every penny on the ground. She has a passion for art, jewelry, enjoys traveling, and visiting museums. At the same time, she excels in both social events and kitchen duties, and runs her store like a pro, all while being a devoted mother. Holding the title of a junior accountant, she has worked in hospitals, state-owned enterprises, and upscale shopping centers. Every effort she puts in has led to valuable experiences that guided her to choose Zuliz as her extended family.
Family support has been my rock when it comes to “trial and error,” but I am determined not to make mistakes.
According to Yan, her story with Zuliz didn’t begin too early, spanning only three years to date.
In 2021, a pivotal time when many were wary of traditional “offline stores,” Yan made the bold choice to partner with Zuliz Elderly Shoes. Reflecting on her decision, Yan shared, “Back then, I had concerns about running an offline store. However, I considered Zuliz as a national brand with a decent level of recognition. Looking at the industry’s overall development, the elderly shoe market seemed promising. With Zuliz’s marketing strategies, favorable franchise policies, and a friend’s recommendation, I decided to join Zuliz.”
Originally from Beijing’s Chaoyang district and with a background in accounting, Yan had worked in hospitals, state-owned enterprises, and upscale shopping centers. Joining Zuliz Elderly Shoes marked a significant shift for her. “Previously, I sought job security in accounting, a versatile field in demand across various industries. It was my husband who suggested I try joining Zuliz for a new venture. I was worried about my lack of experience and potential losses. However, my husband and family fully supported me, assuring me that even if things didn’t go well, they would stand by me. I was deeply moved by their words,” Yan recalled. This unwavering support solidified her decision to join Zuliz, serving as a source of motivation during challenging times.
“Starting out was quite challenging, especially since I wasn’t well-versed in running a store. The location for my shop was chosen by the Zuliz area manager and my husband. We visited many places, and the manager provided multiple profit estimates,” Yan shared. Her store is situated in Changping District, requiring over three hours of commute from her home. When asked why she didn’t open a store closer to home, Yan explained, “It was all part of the learning experience when we first started. Rent in urban areas is high, and we need a large warehouse for our footwear, making suburban areas more cost-effective. But there are pros and cons to Changping. Initially, as a newcomer, I faced low foot traffic in the shop, with many customers leaving without buying anything. In the first two months, I almost gave up, but then I thought, while family support is crucial for my ‘trial and error,’ I am determined not to make mistakes.”
Providing genuine service to consumers and diligently managing the store through hard work.
From 2021 to 2023, over three years of operation, Yan’s store went from moments of doubt to achieving a remarkable feat of ranking among the top three in national winter sales. Yan admitted that running a store is not without its challenges, emphasizing the need for a resilient spirit, sincere customer service, and diligent store management. She shared five key success strategies:
Understand the market
Yan emphasized the importance of “choosing a good location.” Her store in Changping Government Street is strategically positioned near communities, hospitals, schools, aligning well with the Zuliz user profile. Yan, known for her straightforward nature, thoroughly explored Changping and its surroundings, analyzing the local market dynamics. Recognizing that Changping experiences nearly 154 winter days with temperatures five degrees lower than the city center, and even lower in the north, she concluded that winter is the peak sales season. Each year, she proactively restocks, collaborates with the area manager to devise sales strategies, leading to her remarkable achievement of ranking top three in national winter sales.
二、Love for Learning
During my conversation with Yan, she once expressed that the aspect of her three-year business journey she is most proud of is the trust her customers place in her. Dealing primarily with elderly customers, providing detailed and accurate product information is essential to earn genuine trust. Yan dedicated significant effort to this endeavor.
Zuliz regularly organizes product and marketing training sessions, and Yan diligently attends each one, meticulously taking notes. If there were any unfamiliar professional terms, she would diligently search and study them on platforms like Baidu until she fully understood. Practice makes perfect, and as she effortlessly recites product details, it becomes a moment of gaining customers’ trust.
“Older customers visiting the store may not always be there to make purchases; many simply seek companionship and conversation when no one is at home to talk to,” Yan shared. Over time, she realized that understanding product knowledge alone was insufficient. Many elderly customers might not inquire about products and instead engage in casual conversation while trying on shoes. To address this, Yan expanded her knowledge beyond products by learning about the history of nearby attractions and refreshing her foot care expertise from her past hospital work. She made these efforts to engage in meaningful conversations with customers, emphasizing that it’s more important to build rapport than to focus solely on sales. As Zuliz designs become more fashionable, attracting international students from nearby schools, Yan even considered improving her English language skills to enhance her service capabilities.
Three, Genuine Service to the Elderly
Zuliz has always upheld the service philosophy of offering a glass of water upon entry, providing customers with a sense of “home” regardless of their purchase intentions.
Yan put her own spin on this concept. She once encountered a customer who felt unwell upon entering the store and requested water. Upon further inquiry, Yan discovered the customer was experiencing low blood sugar. Drawing on her hospital experience, Yan inquired if the customer had diabetes, receiving a positive response. With some sugar and salt on hand, Yan prepared a glass of sugar-salt water for the customer, leading to a gradual recovery within 20 minutes. Following this incident, Yan kept sugar-salt cubes near the water dispenser in her store to address any sudden needs. Additionally, she stocked emergency medications like “rapid-acting heart pills” to be prepared for any unforeseen circumstances.
“Service to the elderly with sincerity will bring rewards,” Yan remarked. She mentioned that she doesn’t expect much in return, as everyone has elderly family members and naturally wishes for their well-being. Since her store caters to elderly customers, Yan believes in going the extra mile to care for them. Her husband also occasionally visits the store, and the couple never judges customers based on whether they make a purchase. They ensure that every elderly person who walks into the store feels their genuine care.
Many local elderly residents know that there is a “good son and daughter” at Zuliz’s store, where they can drop by to chat and share stories, making the store increasingly popular.
Four, Clean Store Environment
Maintaining a clean store environment is crucial. Yan ensures her store is cleaned daily to provide customers with a pleasant shopping experience. She believes that a good environment leads to a good mood. By creating a positive shopping atmosphere, customers feel happier and more inclined to visit. Additionally, Yan’s store changes its displays every two weeks to keep things fresh, attracting regular customers who enjoy seeing new items.
Five, Customer Retention
Yan’s store has a dedicated WeChat group, created with a simple goal of convenience for the elderly customers.
“We primarily use Moments and group messages on WeChat, trying to avoid individual posts and refrain from calling to avoid disturbing customers. Elderly individuals, with mobility constraints, can view details on WeChat and reach out to us when they are ready to make a purchase. We then engage in one-on-one communication to assist with ordering and address any after-sales queries.”
Yan believes in the principle that effort leads to reward.
Yan has a 10-year-old daughter, and whenever she talks about her, a smile never leaves her face. She mentioned that besides the satisfaction she has gained spiritually and financially from managing Zuliz, her greatest reward has been witnessing significant changes in her daughter during this period.
Her daughter has always been pampered and avoided household chores, accustomed to a life where everything is provided. However, during Yan’s time managing Zuliz, she would bring her daughter to the store during holidays. Her daughter started helping with data entry tasks and even assisting customers, guiding them, which helped her overcome her “princess” tendencies.
“Previously, there was an art competition at school, and my daughter painted a picture of Xinjiang long-staple cotton. She got inspired by learning about Zuliz’s use of this cotton in their products and after hearing my explanation about its quality due to the high altitude and lengthy growing period in Xinjiang. She researched further and created the painting, which is now displayed in my store. Whenever I introduce the products, I point to this painting.”
Yan expressed that these three years have taught her that “attitude determines everything.” Regardless of experience or expertise in managing a business, taking the first step is crucial. Along the journey, one can find support from colleagues, family, and personal dedication. No matter the challenges faced, she firmly believes that “effort leads to reward.”
