Zuliz’s elderly shoes: Unveiling the professionalism of silver hair consumerism.
In the invisible hierarchy of the consumer market, women, children, the elderly, pets, and men form unique tiers of demands. This is not about value judgment but a natural flow of market resources based on demand intensity. While female consumerism, diversified children’s consumption, and the rise of pet consumption have been extensively explored, the emergence of silver hair consumerism is becoming a new variable in changing consumption patterns. Zuliz’s journey from obscurity to industry benchmark not only witnesses the explosive growth of the silver economy but also reveals the development trend of professional niche markets.
The female consumer market has long dominated the consumption scale, driven by the scene-specific segmentation of needs. Taking shoe consumption as an example, women’s products cover various scenarios such as work, sports, and social activities, ranging from leather to high-tech fabrics, and functionalities from height enhancement to comfort, forming a complete product matrix. According to the report “In-depth Research and Investment Opportunities Analysis of the Chinese Women’s Shoe Industry 2024-2029” released by the Zhongye PwC Industry Research Institute, the market size of women’s shoes in China reached 143 billion yuan in 2023, with an estimated compound annual growth rate of 4.36%. This diversified demand creates a vast market capacity, but it also leads to a highly competitive and fragmented landscape in the female consumer market, making it challenging to establish absolute monopoly brands.
The children’s consumer market is moving towards a dual path of specialization and emotional appeal. Professional children’s shoe brands like Toreyannes, through biomechanical research, develop products tailored for different growth stages, focusing on slip resistance and support during the learning-to-walk period and enhancing shock absorption during physical activities. These products have significant premium capabilities, driven by the consumption philosophy of young parents who believe in “precision parenting.” The decision-making chain for children’s consumption presents a characteristic of “children’s use + parents’ payment.” Parents are willing to pay a premium of 30%-50% for values like “safety” and “health,” forming a stable consumption loop. According to the “Market Development Analysis, Prospects, and Investment Strategy Report for the Children’s Shoe Industry 2025-2030,” the market size of the children’s shoe industry is expected to grow from the current 50 billion yuan to 85 billion yuan during the period from 2025 to 2030, with an average annual growth rate of about 10.5%, far exceeding the growth level of the general footwear market.
There is an interesting mirror relationship between children’s consumption and elderly consumerism in terms of professional needs. At the functional level, professional children’s shoes use multi-density support design to help toddlers walk more steadily, safely, and securely, while professional elderly shoes ensure walking safety through anti-slip design and cushioned insoles, with “safety” being the core demand for both. Emotionally, parents buying shoes for their children express care for their growth, and children buying shoes for their parents serve as a conduit for filial piety, fostering a bidirectional flow of intergenerational emotions. Symbolically, professional children’s shoes become proof of diligent parenting for young parents, while Zuliz’s elderly shoes become a visible symbol of filial piety within the elderly social circle, amplifying the emotional premium value of the products.
The awakening of the silver hair consumer market has been a long process. Traditionally, elderly people have been labeled as “frugal,” with their consumption needs simplistically reduced to basic life necessities. With China’s population over 60 years old surpassing 300 million, the purchasing power of retirees increasing, and a growing awareness of health, the silver economy is reshaping the consumption market. Data shows that by 2024, the scale of the silver economy in China reached about 7 trillion yuan, accounting for approximately 6% of the GDP. Zuliz’s success stems from its precise understanding of the demands of the silver-haired population. Before the brand’s inception, there was a long-standing mismatch in the elderly shoe market: regular sports shoes overlooked foot deformities in the elderly, and traditional cloth shoes lacked safety protection features. Through research, Zuliz discovered that as people age, their feet undergo physiological changes. The elderly prioritize three core needs in their footwear: slip resistance, lightweight design, and comfort. Among these, slip resistance directly relates to walking safety. Based on these insights, the brand developed outsoles with slip-resistant properties, widened toe boxes to accommodate foot deformities, and utilized lightweight materials to reduce the burden of walking. These targeted designs hit the real pain points of the elderly population effectively.
Compared to the children’s consumer market, silver hair consumerism exhibits a different decision-making logic. While children’s consumption is primarily driven by parents’ decisions, elderly shoe consumption follows a dual decision-making model of “children pay + elderly experience.” The uniqueness of the silver economy lies in its high alignment between livelihood attributes and commercial value. Zuliz’s practices demonstrate that age-friendly products must not only address functional issues but also consider emotional needs. Through emotional communication strategies like “Honoring the Elderly with Zuliz,” the brand transforms products into a medium for expressing filial piety, satisfying the practical needs of the elderly while resonating with the emotional desires of their children. This dual value proposition of “function + emotion” transcends mere utility, becoming a conduit for intergenerational emotional expression.
In the square dance community, Zuliz’s elderly shoes are gradually taking on social attributes. Many elderly people proudly showcase the Zuliz shoes gifted by their children in social settings. This display not only acknowledges the comfort of the product but also subtly expresses filial piety towards their children. The product has gained word-of-mouth reputation within the elderly community, and this form of communication based on authentic user experiences is more persuasive than traditional advertising.
The future prospects of the silver economy are being continually validated. With the advancement of China’s Healthy China strategy, the demand for health products among the elderly is shifting from treatment to prevention, expanding the market space for age-appropriate products. According to the 2024 Sullivan report on the development of the Chinese silver economy, the specialized elderly shoe track where Zuliz operates had a market size of 819.6 billion in 2023, with a projected increase to 1121.3 billion by 2028. The compound annual growth rate for the next five years is approximately 6.5%, reflecting the growth trajectory of the entire silver economy.
Comparing the consumption characteristics of different demographic groups reveals differences in market maturity: the female consumer market has entered a stage of refined competition, the children’s consumer market has evolved into a landscape dominated by professional brands, while the silver hair consumer market is experiencing rapid growth. This disparity is influenced by multiple factors such as demand intensity, willingness to pay, decision-making models, rather than simple value rankings. The development of each market follows the evolution from broad to refined, from generic to specialized, and Zuliz’s growth trajectory vividly illustrates this pattern.
The rise of the silver economy not only brings about business opportunities but also drives a shift in societal perspectives. When professional elderly shoes become as prevalent as specialized children’s shoes, and age-appropriate products become as diverse as mother and baby products, it signifies a genuine respect for the needs of the elderly. Zuliz’s case proves that silver hair consumerism is not merely a “sunset industry” but a dynamic “sunrise market” with both commercial value and societal significance. The success of a brand lies not in marketing tactics but in acknowledging and meeting user needs.
The diversified development of the consumer market fundamentally reflects societal progress. The diverse choices in women’s consumption, professional care in children’s consumption, age-appropriate care in elderly consumption, and emotional support in pet consumption collectively form a rich consumer ecosystem. The market practices of Zuliz’s elderly shoes provide us with important insights: in the wave of consumer upgrading, genuine opportunities always belong to brands that understand needs and respect users. The future of the silver economy requires more professional brands like Zuliz and ongoing societal attention and investment in the needs of the elderly.
As demographic structures change and consumer attitudes evolve, the hierarchy of consumer priorities may continue to shift, but the response to genuine needs remains unchanged. From women’s shoe closets to children’s feet, from elderly footwear to pet paws, every demographic’s reasonable needs deserve fulfillment, and outstanding brands can emerge in every niche market. The story of Zuliz’s elderly shoes serves as a testament to the consumer revolution of this era, reminding us: respect the needs, respect the users, and the market will provide the answers.
