Zuliz unveils its brand matrix strategy: deploying three brands across different channels to ensure compliance and safeguard sustainable growth.

Zuliz recently held an industry event in Zhengzhou, Henan, shaking up the elderly consumer goods market with their theme of “Pioneering New Categories, Creating Incremental Growth” and the 2026 Spring New Product Ordering Conference. Distributors and corporate executives from across the country gathered to hear insights from founder Zhang Jingkang and two vice presidents. They not only highlighted the brand’s core values accumulated over a decade but also presented a systematic strategy covering brand matrix, channel innovation, and compliant growth, painting a clear growth blueprint for the industry.

zhang jing kang：“Anchoring Growth Direction in ‘Change and Unchange'”

“The aging industry should always revolve around genuine needs for improvement to achieve the ambitious goal of one hundred billion by 2035.” In this morning’s address, Zuliz’s founder, Zhang Jingkang, began with the theme of “Change and Unchange,” recalibrating the organization’s core values.

He emphasized that the “Unchange” aspect is the brand’s commitment to the original intention rooted in the elderly consumer market – consistently practicing the belief that “Customers are like parents and friends,” and upholding the core value of “If there is an issue, look inward,” steadily advancing towards the “One Hundred Billion Goal” by 2035. This commitment has already transformed into a solid foundation: with over 3000 offline stores established in the brand’s ten-year history and a brand value of 13.545 billion RMB, solidifying its position as the undisputed “number one brand in elderly consumer goods.”

The core of “Change” lies in the precise strategic response to differentiated market demands – introducing a matrix system composed of three related brands: Zuliz Safety Shoes for shopping center channels, Zuliz Elderly Shoes focusing on the commercial district market, and Zuliz 99 Elderly Shoes targeting community and township markets. To adapt to the unique characteristics of each channel, the brand simultaneously established a differentiated operational structure: utilizing a direct sales team for Safety Shoes to cultivate the high-end market, leveraging a mature agent network for Elderly Shoes to strengthen the core commercial district, and forming an independent operational team for Zuliz 99 Elderly Shoes to specialize in lower-tier markets. “The coverage of three types of channels in different consumption scenarios and the alignment of three types of teams with distinct operational logics are the core engine for creating incremental growth,” stated Zhang Jingkang, leaving the distributors present feeling inspired.

wang shao shuai ：“Wielding the Trump Card,” Breaking the Traffic Dilemma with Multi-dimensional Operations

“The core pain point in current operations lies in the continuous decrease in foot traffic in physical offline stores,” Vice President Wang Shaoshuai shared, openly addressing the industry’s common challenges. However, he swiftly shifted gears, stating, “Each of us holds a trump card – the top brand in elderly consumer goods, ‘Zuliz.’ Footwear and apparel are essential daily necessities, giving us the confidence to break through.”

In tackling the breakthrough strategy, Wang Shaoshuai proposed a multi-dimensional operational approach of “Staying with People, Goods, and Scenes, bridging the online and offline channels.” In the reconstruction of “People, Goods, and Scenes,” he continued Zuliz’s ten-year market insights. The integration of online and offline channels is crucial for traffic growth: maintaining a blend of “short videos + Douyin group buying” online and employing traditional methods like “single-page ads + in-store announcements” offline. By driving traffic from Douyin group buying to offline stores, cultivating store operators as content creators, and utilizing short videos for “local product promotion + in-store conversions,” Douyin group buying remains a precise and effective method for online traffic acquisition. “The road may be winding, but with full dedication, a bright future is inevitable.” His insights resonated with the audience.

“Compliance as the Foundation, Four Key Recipes Driving Sustainable Growth”

“Compliance is not a constraint on growth but a prerequisite for high-quality growth,” Vice President Luo Xiaojing clarified the dialectical relationship between compliance and growth in her presentation on “Compliant Operations.” She illustrated this with examples from Zuliz’s supply chain management practices: by establishing their factory in Sui County, Henan, and optimizing supply chain processes, they achieved “on-time production and punctual delivery,” safeguarding the interests of distributors and establishing a solid foundation for compliant operations.

Building on this foundation, Luo Xiaojing presented four key recipes for growth: focusing on new product category growth with innovative categories like safety shoes and Zuliz 99 Elderly Shoes, leveraging product development to drive growth; enhancing store efficiency growth through refined management to increase individual store output; strengthening member growth through private domain operations, establishing user profiles for precise services; and boosting average customer growth through product combinations and contextual recommendations to enhance the value of each transaction. These four key recipes, along with Zhang Jingkang’s brand matrix strategy and Wang Shaoshuai’s operational strategy, resonate with each other, creating a complete growth loop of “strategy – operations – execution.”

The recent ordering conference not only showcased Zuliz’s profound understanding of industry trends but also conveyed a clear determination for growth. From the reevaluation of values in “Change and Unchange” to the channel cultivation through the three-brand matrix and the four key recipes for compliant growth, Zuliz is strategically addressing market challenges through systematic transformation. With the acceleration of China’s aging process, this brand with over a decade of experience in elderly consumer markets is steadily advancing towards the vision of achieving the “One Hundred Billion Goal” with more precise strategies and solid operations.