Zuliz recently received certification from consulting firm Frost & Sullivan, earning the “Professional Elderly Shoe Category Pioneer” Market Position Confirmation Certificate. This further validates Zuliz’s pioneering position in the elderly shoe industry. Following the “National Elderly Shoe Industry Leader” certification in July 2023, this is another significant market position announcement for Zuliz.
Over the course of a decade, we have evolved from being pioneers in the professional elderly shoe category to becoming leaders in the industry.
From an analysis in the consumer goods sector, it is indeed rare for the Zuliz brand to simultaneously receive certification as both a category pioneer and an industry leader. By identifying niche market segments and addressing user pain points, Zuliz elderly shoes brand has made significant progress since its establishment in 2015, reaching its tenth year and transitioning from a pioneer to a leader in the industry.
At the inception of the brand, Zuliz established an internal user research team that discovered that 80% of elderly shoes had issues like foot deformities and fallen arches. They began collecting elderly foot shape data, extracting seven major data dimensions to identify the differences between elderly and adult foot shapes. By developing professional shoe lasts suitable for Chinese elderly foot shapes, their product became a hit upon release.
After a decade of development, Zuliz’s brand value reached 10.259 billion RMB. It has been listed in the “China’s Top 500 Most Valuable Brands” by the World Brand Lab for two consecutive years, being the only brand in the aging industry on the list.
With a focus on professionalism and high quality over the past decade, Zuliz has become a leader in the industry. As of September 2023, Zuliz has secured 358 patents in areas like outsoles, uppers, and shoe accessories. These patents demonstrate the company’s technical foundation and innovation in research and development.
The continuous investment in research and development, coupled with patent updates, will lead to product upgrades and innovations. Zuliz launches popular product series for each season, such as the Spring Ai Grass Walking Shoes, Summer Mint Cool Shoes, Autumn Dad/Mom Shoes, and Winter Graphene Warm Shoes. By incorporating new materials and research technologies, Zuliz provides users with tangible, differentiated value, addressing their needs and pain points.
Thanks to the combination of professionalism and quality, Zuliz’s elderly shoes have been recognized as the “National Best-Selling Elderly Shoes for Three Consecutive Years from 2020 to 2022,” firmly establishing its position as an industry leader.
As the trend of aging population intensifies, the industry’s development momentum grows stronger. By the end of 2022, China’s population aged 60 and above had reached 280.04 million, accounting for 19.8% of the total population. It is estimated that by 2035, China’s silver economy will reach 19.1 trillion RMB, accounting for 27.8% of total consumption and 9.6% of GDP, ushering in a golden era for the silver economy.
The experts and scholars, during their interviews, stated: “The aging industry is a market with enormous potential. It can differentiate various life scenarios related to elderly living, develop different product lines, enhance functionality, and create a closed-loop ecosystem. There is still significant room for exploration in the elderly shoe market for Zuliz.”
At present, Zuliz’s elderly shoes, as a leading brand in the aging consumer market, have established strong brand recognition. They are not only occupying the minds of elderly users but also embody a gifting attribute among younger demographics, making them a preferred gift for parents and elders. However, considering the characteristics and essential needs of elderly consumers, expanding into a more diverse product line may be a key consideration for the Zuliz brand. It is not only about riding the wave of the silver economy but also about exploring various life scenarios of the elderly population and developing high-value products tailored to their needs. The future holds promising possibilities.
