How to Become a ZULIZ Distributor in Singapore: An Application-to-Launch Guide

Quick answer: prove the channel before requesting the territory

Singapore's official population portal reports that around one in four citizens is expected to be aged 65 or above by 2030. That is a reason to investigate older-consumer categories, not a forecast of footwear sales.

A strong distributor application should show:

• which Singapore customers and channels the applicant already understands;
• how the first SKUs and size curve will be validated;
• who will import, warehouse, sell and service the goods;
• how landed cost, local pricing and sell-through will be measured;
• what evidence would justify a reorder, wider channel coverage or a territory discussion.

The correct sequence is channel proof first, controlled inventory second and broader rights only after measurable execution.

1. Decide whether your existing capabilities fit the role

ZULIZ distribution is most relevant to Singapore businesses that already control one or more useful assets:

• footwear, comfort-product, department-store or lifestyle retail channels;
• relationships with local retailers or other suitable consumer-product accounts;
• e-commerce traffic, fulfilment and customer-service capability;
• import, warehousing, inventory allocation and local-delivery processes;
• a team able to explain product features, guide sizing and handle returns or complaints.

Footwear experience is useful but not the only qualification. A capable consumer-goods distributor or online operator may also apply if it can demonstrate relevant customers, fulfilment, service and a realistic launch plan. A passive investor seeking guaranteed returns or automatic exclusivity is unlikely to be a suitable partner.

Do not overstate the category. Senior footwear can be presented around model-specific features such as easier wearing, roomier fit, cushioning, lightweight construction or breathability when the SKU supports them. It should not be marketed as medical, therapeutic, orthopedic, fall-preventing, universally slip-resistant or clinically suitable without the required product- and market-specific evidence.

2. Choose a starting route that matches the evidence

Applicants do not need to force a franchise-store model onto an online or wholesale capability. The strongest application starts with the channel the business can already operate, then defines how evidence from that channel could support the next stage.

3. Submit a partnership brief that can be evaluated

A useful first submission should contain enough information for product, commercial and channel review:

1. Company identity: legal name, website, registration details, years of operation and primary contact.
2. Current channels: stores, online platforms, retailer accounts, distributor network and fulfilment coverage.
3. Target customer: who is expected to buy, who will wear the product and which use cases matter.
4. Product scope: preferred categories, closure types, colours, size range and price band.
5. Starting route: samples, small mixed-SKU test or a proposed first commercial order.
6. Operations: importer, warehouse, delivery, returns and local customer-service plan.
7. Launch plan: channel, timing, content, staff and realistic sales capacity.
8. Requested rights: proposed geography and channels, with an explanation of how they would be developed.

Requests for master or exclusive distribution should include more than purchasing intent. ZULIZ needs to assess local channel reach, import capability, inventory and service capacity, brand presentation and the applicant's ability to report performance over time.

4. Validate products and sizes before fixing the first order

A Singapore range should not be copied from another market. Climate, channel, local style preferences, size profile, online return behaviour and retail-price acceptance all affect the assortment. Samples or a small mixed-SKU test can examine these assumptions before a broader commitment.

For each candidate SKU, record:

• item number, colour and product version;
• internal length, width, instep volume and size conversion;
• opening, closure, adjustment and heel retention;
• upper, lining, insole, outsole and intended use;
• sample observations from representative customers;
• supported product claims and relevant documents;
• target channel, retail price and expected return risk.

A wide opening is not the same as a wide last, and one customer's fit does not define a market size curve. The approved sample, written specification, bulk inspection criteria and product content should describe the same item.

5. Turn first-order support into a written assortment plan

ZULIZ's proposed cooperation structure is lower barrier, not zero cost. It includes no brand usage fee and waives the US$50,000 brand security deposit. Samples or a small mixed-SKU test may be used before the first broader commercial commitment. All applicable terms must be confirmed in writing.

Under an agreed written plan, eligible purchased pairs in a qualifying first commercial order may be matched with an equal number of eligible support pairs at no additional merchandise charge. Support goods may be different SKUs. The written plan should identify purchased and support items, sizes, quantities, eligibility, availability, timing, exclusions and the basis for replenishment.

Different support SKUs can test more customer needs or price points. They can also create a fragmented range that is hard to explain and replenish. A larger first commercial order may use the support more efficiently only when the inventory remains sellable. The purpose of support is to help the first market launch, not to justify excess stock.

6. Prepare the Singapore importer before shipment

The commercial proposal and the import plan should be developed together. Singapore's official process requires the local importing party to understand its entity, account, permit, classification, valuation and documentation responsibilities.

1. Establish the operating entity. Use the official ACRA Bizfile registration guide for the applicable local-company process.
2. Prepare the importer account and permit route. Singapore Customs explains that an importer needs a UEN, an activated Customs Account and the appropriate TradeNet process or declaring agent; review its official import-permit guide.
3. Confirm the product classification and controls. Use GoBusiness and the relevant Singapore authorities to check whether the planned activity, product description or claim requires additional licences or approvals.
4. Prepare accurate declarations. The Singapore Customs import-procedures overview directs importers to declare HS codes, quantities, descriptions, freight, insurance and supporting documents accurately.

Support pairs, samples and other goods supplied at no additional merchandise charge still need correct customs treatment and documentation. Singapore Customs specifically cautions against using nominal values for samples or free-of-charge items. The local importer or its qualified adviser should determine the correct declaration, value, permit and tax treatment for the shipment.

This guide is not legal, customs or tax advice. Requirements can depend on the exact product, transaction, importer and sales activity, so the applicant should confirm them with the relevant Singapore authorities and professional advisers before shipment.

7. Calculate landed economics without confusing the terms

Keep four numbers separate:

1. Effective average merchandise cost: paid merchandise amount divided by all eligible sellable pairs received, including applicable support pairs.
2. Landed cost: merchandise cost after support plus freight, insurance, taxes, clearance, destination charges and local delivery.
3. Retail gross margin: retail price minus landed cost, divided by retail price.
4. Net contribution: gross profit after channel fees, rent, staff, marketing, payment costs, returns, markdowns and other local operating expenses.

For selected styles, effective average merchandise cost can start below US$10 per pair after applicable first-order support. This is not a universal wholesale price and not Singapore landed cost.

Approximately 60%-70% average retail gross margin may be used as a target scenario under suitable local pricing and normal sell-through. It is gross margin, not net profit, and neither margin nor sell-through is guaranteed. Exchange rates can change reported costs and revenue, but a favourable rate does not make an assortment profitable by itself. Sell-through remains the governing variable.

A distributor proposal should therefore show an itemised quotation and local assumptions, not only a headline cost. Include the product and size mix, purchased and support pairs, freight and insurance basis, customs and tax treatment, local delivery, channel price, returns and operating costs.

8. Build the channel and inventory operating system

The launch plan should name the job of each channel:

• Retail: fitting, demonstration, immediate feedback and local service;
• E-commerce: broader reach, measurable conversion and detailed product content;
• Wholesale: account development, local availability and retailer education;
• Distribution: import, allocation, replenishment and downstream partner management.

Track sell-through, return and exchange reasons, stock-outs, gross margin, net contribution and reorder timing by SKU and size. A shipment can look successful in total while slow sizes tie up cash.

For slow stock, review the model, size, price, channel, presentation, demonstration quality and customer need before discounting the whole range. Use the evidence to change the next order and product mix. If a relevant regional warehouse has suitable inventory and logistics conditions permit, a stock transfer may be discussed; availability, cost, timing and eligibility must be confirmed rather than assumed.

9. Make local after-sales part of the application

Global after-sales is coordinated through the applicable local store, agent, distributor or other cooperation channel. A Singapore applicant should explain who receives customer reports, verifies purchase records, collects evidence and communicates the result.

For qualifying sole-separation or sole-break cases reported within one year under the applicable policy, retain proof of purchase, the SKU, clear photographs and video. After policy review and verification, the corresponding amount is credited directly against the cooperation partner's goods payment. Scope, exclusions and process follow the applicable written policy.

This is a defined response to verified qualifying cases, not an unlimited replacement promise covering normal wear, misuse, fit dissatisfaction or every kind of damage. Local staff should be trained on the process before the first sale, and case patterns should be reviewed by SKU and batch.

10. Treat regional or exclusive rights as a performance agreement

An opening order does not automatically create master, regional or exclusive distribution rights. Any discussion should define:

• the Singapore territory and authorised channels;
• covered product categories and use of brand assets;
• launch deadlines, account-development plan and service responsibilities;
• reporting, inventory, pricing and brand-presentation obligations;
• performance review, renewal, change and termination conditions;
• whether and how downstream retailers or sub-distributors may be appointed.

A fair sequence is a product and channel test, a written first commercial order, measured sell-through and reorder evidence, followed by a rights discussion proportionate to the partner's demonstrated coverage. This protects the partner from committing beyond proven demand and protects the brand from inactive territory.

11. Use the first review to decide what happens next

Before launch, agree the review window and data owner. The review should answer:

• Which SKUs and sizes sold, returned or remained unsold?
• Which features and customer messages improved understanding?
• Did the planned retail price produce acceptable conversion?
• Did landed cost and operating expenses leave positive net contribution?
• Were import, delivery, customer-service and after-sales responsibilities workable?
• Is the evidence strong enough for a reorder, new account, larger assortment or rights discussion?

The next commitment should follow this evidence. A successful pilot is not defined by receiving inventory; it is defined by learning which combinations can sell, be serviced and be reordered.

What ZULIZ contributes-and what the applicant must still prove

ZULIZ provides senior-footwear product categories and franchise, wholesale, distribution and online cooperation routes. Its public company profile, R&D material and named product-related records provide starting points for SKU-level review.

ZULIZ states that global cumulative sales have exceeded 100,000,000 pairs. That company-reported history does not prove Singapore demand, local compliance, product fit, margin, sell-through or supply for every SKU. The applicant must still validate the exact products, sizes, documents, price, channel and operating plan.

Request a Singapore distributor review

Send a concise application with the company profile, website, Singapore channels, target customers, preferred cooperation route, candidate products, size range, expected retail-price range, import and fulfilment capability, realistic sales capacity and target launch date.

Request a written response covering samples or a mixed-SKU test, MOQ, eligible first-order support, purchased and support SKUs, effective merchandise cost, estimated lead time, product documents, shipment responsibilities, inventory review, local after-sales and conditions for any territory discussion.

Suggested subject: Singapore Distributor Application - [Company Name]

Email: Ray.pang@zuliz.com
WhatsApp/Phone: +86 177 2761 6668

Commercial note: This guide is an application and operating framework, not a guarantee of appointment, regulatory approval, exclusivity, margin, sell-through or business results. Eligibility, products, pricing, MOQ, support, territory and responsibilities depend on due diligence and the final written agreement.