Zuliz’s high-end series flagship store has opened, making a strong entrance into the middle-aged and elderly shoe market.

On December 7th, Zuliz’s high-end series flagship store ZULIZ made its debut in Nanjing Jiangning Wanda, following the establishment of Zuliz’s first overseas ZULIZ store in Singapore. This marks another strategic move for the brand. The newly crafted high-end brand ZULIZ by Zuliz is tailored specifically for individuals aged 45 and above. Contrasting with Zuliz’s main elderly shoe product line, this high-end series expands into the middle-aged shoe market, targeting middle-aged and elderly consumers.

ZULIZ settling in Nanjing meets the needs of the high-quality living and gifting crowd.

Choosing Nanjing for the first ZULIZ store aligns with the brand’s development strategy. Located in the central part of the East China region, Nanjing is adjacent to cities like Hangzhou and Shanghai, radiating the entire Yangtze River Delta region. The middle-aged and elderly market in this area is substantial and has a solid consumer base. Wanda Plaza’s commercial system is mature, and Jiangning Wanda is a prominent urban complex in Nanjing. Considering the “people, goods, and scene” in commercial settings, it boasts stable and abundant foot traffic that can drive store popularity, ultimately empowering the ZULIZ brand with high exposure and growth.

The ZULIZ brand user profile is divided into two categories: middle-aged and elderly individuals aged 45+ who love life and pursue quality living, and young people aged 26+ with high-quality gifting needs. In the future, store locations will focus on shopping centers, utilizing a combination of physical and online retail.

The massive market for middle-aged and elderly shoes sets the stage for the ZULIZ brand’s success.

The launch of the ZULIZ series signifies Zuliz’s insight into the consumption patterns of the middle-aged and elderly demographic. Over the next decade, Asia’s per capita footwear consumption is expected to exceed 3.5 pairs, with a total consumption volume of over 10 billion pairs. China has already surpassed the United States to become the world’s largest footwear consumer market. Additionally, the purchasing power of middle-aged and elderly individuals is rapidly increasing. In 2020, China’s silver economy market size reached 5.4 trillion yuan, with an annual growth rate of 25.6%, significantly higher than that of younger demographics.

ZULIZ leverages the research and development expertise of Zuliz products and the foot type database of middle-aged and elderly individuals. Teaming up with Master Chen Guoxue, a leading figure in shoe last shaping in China, they craft professional shoe lasts with meticulous care. With strong technical capabilities and global supply chain resources, they focus on the footwear needs of middle-aged and elderly individuals to create professional and comfortable fashion athletic shoes.

Applying technological innovation to create innovative ZULIZ products.

In the ZULIZ product series, the outsoles utilize supercritical nitrogen technology. In a supercritical state, nitrogen infuses lightweight bounce into the midsole, providing cushioning upon landing and rebound when lifting the foot. The foot feels incredibly comfortable, lighter, softer, and more elastic, making walking easier and more enjoyable.

ZULIZ’s footwear incorporates the “energy capsules,” featuring energy capsule cushioning technology. This efficient cushioning reduces the impact on the feet, with a material that is highly resilient and quickly recovers deformation after force, providing responsive rebound. Every step becomes easier and less strenuous.

Each pair of shoes includes a dual TPU anti-torsion system with TPU support plates in the insole to enhance foot stability and balance. Specifically designed TPU reinforcement at the heel protects the ankles, reducing the risk of sprains, acting as a “safety belt” for the arches and ankles.

In the future, Zuliz’s high-end series, ZULIZ, plans to expand nationwide by opening more store locations in shopping centers. Leveraging Zuliz’s brand strength, they will also simultaneously develop an online cloud retail business model to create a wonderful experience for the middle-aged and elderly population in China.