Zuliz Charity Returns to Chengde: Painting a Cross-Domain Love for the Elderly, Bringing Warmth from Business to Rural Silver Hair

In recent days, as the lingering chill of early spring still hangs in the air, Biandangou Village in Mengjiayuan Township, Chengde County once again welcomed familiar faces. With the official launch of the second phase of the Zuliz Elderly Care Charity Initiative in Chengde, volunteers brought customized shoes and clothing, as well as essential supplies such as rice, flour, grain, and oil, going door-to-door to visit elderly residents in need. They carefully adjusted footwear for the seniors while listening attentively to their daily needs. This was not a mere act of kindness, but a continuation of Zuliz’s charity efforts spanning four provinces and six locations, vividly demonstrating the company’s commitment to integrating social responsibility into its core values.

Since its launch in Zhengzhou, Henan Province, in May 2025, the Zuliz Elderly Care Charity Initiative has expanded across Shanxi, Inner Mongolia, Hebei, and Henan Provinces. From the initial quarterly allowance distribution in Sanquan Village, Shanxi, to precise material support in Queshan and Shangcai in Henan, and winter assistance programs in Hohhot, Inner Mongolia, six initiatives have formed a cross-regional network of elderly care support.

Unlike traditional “one-time donation” charity models, Zuliz has established a standardized process of “precise matching – customized assistance – continuous follow-up.” One to two months in advance, the team coordinates with local village committees to assess needs, tailors supplies based on the elderly’s age and physical condition, and implements a quarterly follow-up system to ensure sustained care. In Sanquan Village, Shanxi, this long-term mechanism has already shown results, with volunteers visiting every three months to deliver necessities and companionship, providing stable support for elderly residents in need.

Chengde serves as a key site in Zuliz’s charity efforts. The second phase of activities highlights the company’s determination to deepen its engagement in elderly welfare. The initiative first reached Biandangou Village in early winter last year, when volunteers delivered winter clothing and shoes, bringing warmth and care during the cold season. This second phase not only continues material support but also enhances emotional care—volunteers chat with seniors, learn about their current situations, and document new needs to improve future assistance. This dual approach of “material + emotional support” reflects Zuliz’s thoughtful response to the challenges of rural aging.

According to data from the Seventh National Population Census, there are approximately 121 million people aged 60 and above in rural areas, accounting for 23.81% of the rural population, compared to just over 15.8% in urban areas. Rural areas thus have an aging rate about 8 percentage points higher than cities, indicating a more severe aging situation. Elderly individuals in rural communities urgently need support in both material supply and emotional companionship. Zuliz’s charity efforts are a proactive response to this social issue.

As a company focused on the elderly care industry, Zuliz recognizes the symbiotic relationship between commercial value and social responsibility. In 2023, it partnered with the China Aging Development Foundation to establish the “Zuliz Elderly Care Fund,” laying the groundwork for standardized and sustainable charity operations. In 2025, the launch of the charity initiative was supported by a fundraising gala that raised over one million yuan, injecting continuous momentum into its philanthropic efforts.

After a decade of dedication to the elderly care sector, Zuliz has not lost sight of its social responsibilities despite its commercial success. Founder Zhang Jingkang emphasizes: “The value of an enterprise lies not only in sales figures, but in how many social problems it can solve.” In its charity work, Zuliz leverages its expertise by donating specially designed elderly shoes, incorporating features such as foot-shape adaptation and arch support, effectively addressing the issue of proper footwear for rural seniors. At the same time, the company utilizes its nationwide network of over a thousand retail stores as “elderly care relay hubs,” extending charity services through its sales channels to ensure precise outreach.

These efforts have also earned industry recognition. In early 2026, Zuliz received the “2025 Responsible Brand Award” at the 15th China Philanthropy Festival, along with previous honors such as “Caring Enterprise” and “Filial Piety Model Enterprise.”

As aging continues to accelerate, Zuliz’s charity initiatives not only provide tangible support to elderly people in rural areas but also set a positive example for society. Through sustained actions across six locations, the company demonstrates that charity is not a short-term effort but a long-term commitment. Business and philanthropy are not opposites; they can empower each other and grow together. As Zuliz continues to expand its charitable footprint, more organizations and individuals are being inspired to join the cause, fostering a society-wide focus on supporting the rural elderly population.