On July 6th, Zhang Jingkang, the founder of Zuliz, was invited by the Fudan University Institute on Aging Studies to lecture students of the “Fudan University ‘Wendao’ Leading Talents Training Program in Elderly Care.” The lecture, titled “Marketing Strategies for the Aging Industry,” examined the elderly care industry from a business perspective, exploring methodologies for branding and marketing strategies, providing practical references for entrepreneurs and industry elites present.
As the first entity in Chinese universities dedicated to aging research, the Fudan University Institute on Aging Studies aims to cultivate high-level leaders in the elderly care industry through specialized and systematic training. The “Wendao” training program not only focuses on industry trends but also delves into the underlying logic of elderly care, benchmarking against leading companies to enhance the professional management skills of the participants.
User + Brand + Explosive Products: Building Core Competitiveness for Products
In the over two-hour lecture, Zhang Jingkang first shared the ten-year growth journey of the Zuliz brand, which has now become a leader in the senior shoe market. Zuliz has established a comprehensive business system, covering the entire operational chain from product research and development, manufacturing, to retail. In addition to its core brand, Zuliz Elderly Shoes, the company has further expanded into various consumer markets, including elderly clothing, daily necessities, food, and health products, creating a comprehensive product ecosystem around the needs of seniors.
Zhang then articulated the core marketing concept: “Marketing is about getting users to find you, buy explosive products, promote for you for free, and make repeat purchases.” Strategic thinking, precise user profiling, clear brand positioning, and high-quality explosive products are key to achieving this goal. Since its inception, Zuliz has always been user-oriented. In 2014, it established a User Insights Center, focusing on researching senior foot problems and gradually expanding to comprehensively explore their travel and daily living habits. Every strategic decision is closely aligned with user needs, aiming for precise user profiling. He emphasized that the Zuliz brand must be based on the product category, which in turn must be based on the user. Only when the three key dimensions of “people, scenarios, and needs” are fully aligned can the brand achieve healthy and sustainable development.
When discussing the strategy for explosive products, Zhang Jingkang noted that explosive products are those that naturally attract traffic, encourage repeat purchases, and quickly convert markets for the brand. In Zuliz’s operations, the formation of explosive products always relies on in-depth research into user needs, analysis of user behavior, and insights into user habits. Only through a series of rigorous research and product development can product quality exceed consumer expectations, providing clear reasons for purchase and standing out in a competitive market.
Adapting to Changing Times: Focusing on Online Traffic and Expanding Offline Channels
Beyond the company’s refined internal operations, Zhang Jingkang offered insights on the current environment. He pointed out that with the development of the times, Chinese consumers’ ability to obtain information, make judgments, and broaden their horizons has significantly changed. In this context, whether online or offline, traffic has become the essence of business, guiding users to find the brand and sustaining profitability with a stable influx of customers.
Online, Zuliz actively explores the unlimited possibilities of online platforms through diverse marketing methods such as short videos, influencer store visits, and live streaming, activating more traffic and engaging younger consumers. Notably, Zuliz has entered a deep cooperation with Douyin Group Buying in 2024, with nearly 2,000 stores participating and over 122,000 orders completed from April to June. Major e-commerce platforms like Tmall, JD.com, and Pinduoduo, as well as community marketing networks, have also become important avenues for Zuliz to expand its market. Offline, Zuliz leverages its network of over 3,000 physical stores across the country to establish extensive brand touchpoints, achieving deep coverage of the national market.
Amidst changes, Zuliz’s commitment to product quality remains unwavering. Zhang Jingkang stated, “At Zuliz, our users are always ‘our parents, our friends.’ What we pursue is the quality in the hearts of our users, not just in our own hearts.” This philosophy drives Zuliz to strive for perfection in every step of craftsmanship and detail.
In the wave of the silver economy, the elderly care industry is no longer blindly following trends but is a blue ocean market full of opportunities. Concluding the lecture, Zhang Jingkang expressed that sharing Zuliz’s experiences in elderly consumer goods, user demand research, brand operation strategies, and overall strategic planning through the platform of the Fudan University Institute on Aging Studies aims to provide some references and practical experience for industry peers, helping them avoid risks and take fewer detours. He also encouraged peers to dare to innovate and try new marketing methods to adapt to the rapidly changing market environment. Zuliz will continue to move steadfastly towards its vision of becoming China’s leading elderly consumer goods company by 2035.
