The CCFA New Consumer Forum – 2024 China International Retail Innovation Conference took place in Shanghai from November 19th to 21st. Centered around the theme of “Achieving Retail Evolution in the New Era,” the conference delved into discussions on emerging retail trends, influences, and models. It spotlighted new products, channels, and lifestyles, offering a comprehensive display of the latest achievements in retail innovation. Furthermore, the conference unveiled the winners of the 2024 China Consumer Goods Best Innovation Practice Cases, spanning six key innovation domains. Zuliz’s peppermint summer shoes under the elderly footwear category received accolades in the product development and design category.
n the current uncertain times, the survival and development of enterprises often depend on their ability to find the right balance between change and stability. The continuous innovation of products under Zuliz is a vivid example.
Adapting to Change: Continuously Assisting Micro-Innovation in Elderly Products
Zuliz always puts users at the center, deeply understanding the needs and pain points of the elderly group. During the summer, elderly people often face issues like sweating, stuffiness, and foot odor when wearing shoes. To address these concerns, Zuliz specifically focused on the summer shoe needs of the elderly, considering the physiological characteristics of the elderly population, and dedicatedly developed the peppermint summer shoes.
The innovation of the peppermint summer shoes is evident in the material used for the shoe upper, which incorporates peppermint fiber material, providing instant cooling sensation and antibacterial properties. The instant cooling sensation allows the elderly to feel more comfortable during the hot summer, effectively alleviating sweaty and stuffy feet. The antibacterial properties take into account the slower metabolism of the elderly and the tendency for bacteria to thrive on their feet, enhancing the wearing experience of the shoes in detail, and providing reliable support for elderly people in their travels.
In its design, the peppermint summer shoes fully embody the characteristics of innovative elderly-friendly design. The use of EVA large particle foam material in the sole provides a soft and resilient design that effectively supports the soles of the feet, preventing fatigue for elderly individuals while walking. Slip resistance is another key feature, as Zuliz understands the importance of slip resistance for the elderly. Therefore, the elderly shoes have excellent slip resistance, reducing the risk of slipping for elderly individuals when they are out and about. Additionally, the “shoe horn” heel and lace-free design provide great convenience for the elderly, eliminating the need to bend over to tie shoelaces, making it easy and convenient for them to put on their shoes.
Steadfast in Standards: Upholding Quality through Standards
A premium brand is always chosen by consumers, and Zuliz understands this well. Upholding product standardization management is one of its core strengths. As the first drafting unit of the national standard for “elderly shoes,” Zuliz strictly controls the quality of every pair of shoes, from material selection to production processes, striving for excellence in every detail. With over 3000 offline stores already in a phase of scalable development, Zuliz maintains standardized service practices, always prioritizing the needs of the elderly and aiming to ensure that consumers experience the same level of professionalism and warmth in every store they visit.
Close coordination of resources is another major advantage for Zuliz. The Zuliz Sui County factory adopts the ZPS full-process production model, ensuring product quality through unified management, purchasing channels, and direct supply. This approach not only guarantees product quality but also effectively reduces costs and enhances production efficiency. This scalable development model not only provides significant cost advantages for the company but, more importantly, it ensures the stability of product supply, better meeting the needs of a wide range of consumers.
Adapting to change and responding to challenges with resilience is key.
Amid a general trend of consumer downgrade and cautious investment by both businesses and consumers, Zuliz has proactively adjusted the operational model of its chain brands. By continuously leveraging its strengths and ensuring that local distributors align closely with company policies, Zuliz maintains synchronization and active cooperation. This approach not only benefits the company but also revitalizes resources across the board.
To expand the reach of its elderly shoe products, Zuliz announced the legendary duo Phoenix Legend as brand ambassadors in 2024. With their extensive fan base and cross-generational influence, Phoenix Legend serves as a bridge for Zuliz to communicate with younger consumer groups. By consistently promoting the concept of “Zuliz Shoes for the Elders,” Zuliz not only solidifies its core elderly customer base but also engages in targeted communication with younger consumers. This holistic approach enhances brand synergy, increases market share, and provides more exposure for products like the “Peppermint Summer Shoes.” This strategy not only boosts performance but also encourages more consumers to recommend quality products to their elderly family members.
In 2024, Zuliz officially announced a collaboration with the “Ping An Fu” intellectual property to launch the “Leap Month Shoes,” a super category. Zuliz is culturally driven, moving beyond a singular narrative of “comfort” products, allowing users to glimpse deeper cultural significance in their products and gain emotional value. Through effective promotion in various stores, Zuliz has built strong market momentum, continuously expanding the influence of their products through holistic synergy, thus enabling more consumers to understand and appreciate Zuliz.
The recognition of Zuliz’s peppermint summer shoes is not a coincidence. Zuliz actively embraces change to meet the evolving needs of the elderly, while steadfastly maintaining consumer trust through consistent quality and service. In the future, Zuliz will continue to prioritize user-centric approaches, leverage its scale advantages, and deliver high-quality products and services to more elderly individuals.
