On October 21st, the Zuliz 2025 Super Explosive Product Launch Conference was successfully held under the theme “Creating Explosive Products, Selling Explosive Products!” Gathering a thousand distributor partners in Chengdu, they collectively witnessed the unveiling of Zuliz’s 2025 series of explosive products. During the event, Zuliz officially announced their collaborative partnership with the “Ping An Fu” IP and teased multiple super categories, including the “Ruyue Shoes.” The brand aims to better meet user needs through brand culture and support continuous innovative development.
With remarkable achievements in terms of solid capabilities, the initiative “Gift Zuliz to the Elderly” reaches a wider audience.
“At the Zuliz 2025 Super Explosive Product Launch Conference, Zuliz founder Zhang Jingkang clearly outlined the brand’s development vision, stating that ‘Zuliz has successfully created numerous super explosive products and is gradually transforming the brand into a super brand!’ Despite facing a complex and ever-changing market environment, Zuliz has maintained its position as the top national seller of elderly shoes for four consecutive years and has been listed in the ‘China’s Top 500 Brands’ for three consecutive years. The brand’s value has steadily reached billions, achieving significant success in the elderly consumer goods market.
Alongside this success, Zuliz has gained widespread praise among the elderly population, with the slogan “Professional Elderly Shoes, Trust Zuliz” deeply ingrained in people’s minds. However, as the brand’s influence expands, Zuliz urgently needs to break through its current achievements and continually explore new growth opportunities. In 2024, while maintaining its core competitiveness, Zuliz began to focus on penetrating a broader consumer base, particularly targeting the younger generation and the “new elderly” from the 60s and 70s (often categorized as B and C class consumer groups). This strategy involves implementing a dual-category approach for “elderly shoes” and “respecting elders.”
Collaborating with the iconic group Phoenix Legend as brand ambassadors is one of the ways for the brand to achieve its goals. Leveraging the strong influence of Phoenix Legend and the widespread promotion of “Gift Zuliz to the Elderly,” Zuliz has sparked the interest of more potential young consumers, providing them with stable functional value and brand value. However, providing consumers with more emotional value presents a new challenge for the brand in 2025.
Linking “Ping An Fu” with elderly shoes, empowering culture and emotional connections.
In order to offer consumers more emotional value in 2025, the brand faces the new challenge of creating more super explosive products that can touch people’s hearts. Zuliz has chosen to collaborate with the “Ping An Fu” IP with the plan to launch a series of co-branded products, including the specially designed “Ruyue Shoes,” which were officially announced at this Super Explosive Product Launch Conference.分享
The concept of “Ruyue Shoes” carries profound traditional Chinese cultural significance. There is a saying: “Wearing Ruyue Shoes in the leap month, elderly people live to be a thousand.” According to traditional customs, during a leap year or leap month in the lunar calendar, younger generations would prepare a pair of “Ruyue Shoes” for their elders to bring them blessings and longevity. Considering that June 2025 coincides with a leap month, Zuliz decided to leverage the tradition of “Ruyue Shoes” to introduce the brand’s explosive product, adding deeper cultural connotations to the product and achieving a win-win situation for commercial value and cultural heritage.
The integration of products with “Fu” culture is not only a way to convey the brand concept of “caring for the elderly and warming the sunset years” but also a crucial means to implement the strategy of “Gift Zuliz to the Elderly.” By empowering products with culture, Zuliz strengthens the emotional connection between the brand and consumers, providing consumers with more emotional value. Additionally, the product can enhance the uniqueness of the brand image in the elderly consumer goods market and align more closely with Chinese consumers’ daily habits and aesthetic preferences.
By embodying the core values to the fullest extent and bringing blessings to more consumers.
The concept of the “Ping An Fu” IP was proposed and constructed by Guantong, a traditional Chinese cultural scholar and Fu culture expert, based on calligraphy inscriptions. At the Super Explosive Product Launch Conference, Guantong was invited to explain the historical evolution of the character “Fu.” As one of the oldest, auspicious, and beloved characters in China, “Fu” symbolizes the totem and core carrier of Chinese Fu culture. Given this background, the collaboration between Zuliz and the “Ping An Fu” IP appears particularly fitting, connecting traditional culture with modern life and fulfilling people’s aspirations for a better future.
At the venue, Guantong splashed ink and wrote the character “Fu” with a calligraphic flourish, using the character as a medium to promote Chinese Fu culture. As the conference concluded successfully, products featuring the “Fu” element will gradually be introduced to the market. Looking ahead to the brand’s strategic upgrade in 2025, Fu culture will become an indispensable part of the Zuliz brand. To this end, Zuliz plans to incorporate innovative designs in various aspects such as the sole, upper, and accessories of the shoes, as well as updating and upgrading brand peripheral products like shoeboxes and tote bags. These will be extensively adorned with design elements centered around “Fu,” bringing blessings to more consumers.
Zuliz’s unwavering focus on consumer needs remains constant, anchoring their products in specific life scenarios. Following the collaboration with the “Ping An Fu” IP, the Zuliz team will plan new products based on users’ specific usage scenarios. They will continue to improve the user experience through a series of disruptive small innovations, finding their positioning in the increasingly segmented market. Every step taken by Zuliz showcases its strong competitiveness, matched with solid quality and service.
Amidst the thriving wave of the silver economy, there are always companies moving forward. With numerous explosive products, Zuliz will not only continue to embrace the trends of the times but will also bring abundant blessings, opening a new chapter in the field of elderly consumer goods.
