“Ping An Fu” Connects with Senior Shoes! ZULIZ Upgrades Its Brand Strategy Again

On October 21, ZULIZ successfully held its 2025 Super Bestseller Product Launch Conference in Chengdu. Centered around the theme “Create Bestsellers, Sell Explosive Bestsellers!”, the event gathered thousands of distributors to witness the unveiling of ZULIZ’s 2025 flagship product lineup. During the conference, ZULIZ officially announced a co-branding partnership with the “Ping An Fu” IP and previewed several upcoming super categories, including the highly anticipated “Leap Month Shoes.” Through the integration of traditional cultural elements, the brand aims to better meet consumer needs and further support its continuous innovation and development.

Strong Brand Power Delivers Outstanding Results, “Gift ZULIZ to Elders” Reaches a Wider Audience

“ZULIZ has successfully created numerous bestselling products and is steadily transforming the brand into a super brand!” said ZULIZ founder Zhang Jingkang during the conference, clearly outlining the company’s long-term vision. Despite a challenging and constantly changing market environment, ZULIZ has maintained the No.1 sales position in China’s senior shoe market for four consecutive years. The brand has also been listed among China’s Top 500 Brands for three consecutive years, with a brand value exceeding tens of billions of RMB, achieving remarkable success in the aging consumer market.

At the same time, ZULIZ has built a strong reputation among elderly consumers, with the slogan “For Professional Senior Shoes, Choose ZULIZ” becoming deeply rooted in public awareness. However, as the brand’s influence continues to grow, ZULIZ is also seeking new growth opportunities beyond its current achievements. In 2024, while maintaining its core competitiveness, the company began expanding into broader consumer segments, particularly younger consumers and the “new seniors” born in the 1960s and 1970s. This led to the implementation of its dual-category strategy: “Senior Shoes” and “Gifts for Elders.”

One of the brand’s key initiatives was inviting the popular music duo Phoenix Legend as brand ambassadors. Leveraging their influence and the widespread promotion of the message “Gift ZULIZ to Elders,” the brand successfully attracted more young consumers by delivering both functional value and emotional brand value. Looking ahead to 2025, the next challenge for the brand is how to provide consumers with even greater emotional resonance.

“Ping An Fu” Connects with Senior Shoes Through Cultural Empowerment and Emotional Bonds

To deliver stronger emotional value to consumers in 2025, ZULIZ aims to create more deeply touching blockbuster products. The brand therefore chose to collaborate with the “Ping An Fu” IP and plans to launch a series of co-branded products, including specially designed “Leap Month Shoes,” officially announced during the conference.

The concept of “Leap Month Shoes” carries profound traditional Chinese cultural significance. According to the old saying, “Wear leap month shoes during the leap month, and elders will live a thousand years.” Traditionally, when a leap month appears in the lunar calendar, younger generations gift a pair of “Leap Month Shoes” to their elders as a symbol of blessings, longevity, and filial respect. Since June 2025 coincides with a leap month, ZULIZ decided to capitalize on this tradition by launching its own “Leap Month Shoes” bestseller, giving the product deeper cultural meaning while achieving a win-win between commercial success and cultural heritage preservation.
The combination of products and blessing culture is not only a way to communicate the brand philosophy of “Caring for the Elderly, Warming Their Sunset Years,” but also an important step in implementing the “Gift ZULIZ to Elders” strategy. By empowering products with cultural significance, ZULIZ strengthens emotional connections with consumers and delivers greater emotional value. At the same time, the products further reinforce the brand’s uniqueness within the senior consumer market and align more closely with Chinese consumers’ daily habits and aesthetic preferences.

Bringing Fortune and Blessings to More Consumers Through Core Brand Values

The “Ping An Fu” IP was conceptualized and created by Guantong, a scholar of traditional Chinese culture and an expert in blessing culture. The famous “Supreme Ping An Fu” stone inscriptions at the thousand-year-old Tanzhe Temple in Beijing, as well as the “Ping An Fu” inscriptions on Mount Tai, were all written by Guantong himself. During the launch conference, Guantong attended the event and shared insights into the historical evolution of the Chinese character “Fu” (福). As one of the oldest, most auspicious, and beloved Chinese characters, “Fu” represents the totem and core carrier of Chinese blessing culture. Against this backdrop, the collaboration between ZULIZ and the “Ping An Fu” IP feels especially fitting, bridging traditional culture with modern lifestyles while fulfilling people’s aspirations for a better life.

At the conference, Guantong demonstrated Chinese calligraphy live by writing the character “Fu,” using calligraphy as a medium to spread traditional Chinese blessing culture. As the event concluded successfully, bestselling products featuring “Fu” elements are set to gradually enter the market. Looking ahead to ZULIZ’s 2025 strategic upgrade, blessing culture will become an essential part of the brand identity. To achieve this, the company plans to integrate innovative “Fu”-inspired designs into shoe soles, uppers, and accessories, while also redesigning packaging such as shoe boxes and shopping bags to incorporate blessing-themed visual elements, bringing fortune and positivity to more consumers.

At the same time, ZULIZ remains firmly committed to focusing on consumer needs and embedding its products into real-life usage scenarios. Following the collaboration with the “Ping An Fu” IP, the ZULIZ team will continue planning new products based on specific user scenarios and consistently improve user experience through a series of groundbreaking yet practical micro-innovations. In an increasingly segmented market, ZULIZ continues to find its unique positioning, supported by reliable product quality and solid customer service.
Amid the booming rise of the silver economy, some companies continue moving forward relentlessly. With countless bestselling products under its belt, ZULIZ is not only embracing the opportunities of the times but also opening a new chapter in the senior consumer market—bringing blessings and happiness to more consumers along the way.