A few years ago, the category segmentation brought by consumption upgrading and the accelerated arrival of aging population made the new category of shoes for the elderly become the blue ocean of consumption. Zhang Jingkang, the founder of Zu Lijian's shoes for the elderly, has a keen insight, found the market gap, defined the new category of shoes for the elderly, changed the pattern of aging manufacturing, and made more and more elderly people wear professional shoes for the elderly.
At the beginning of brand establishment, the first thing to consider is to find out the difference between shoes for the elderly and other subdivided shoes, and find out those obvious "differences", so as to complete the "cognitive isolation" between shoes for the elderly and other shoes, and to walk out of the first and most critical step in building shoes for the elderly. The first thing Zulijian's shoes for the elderly do is research. To study the shoes of the elderly, we must first study the feet of the elderly. The staff of Zulijian Shoes for the Elderly went to parks, shopping malls and even home visits. After measuring the feet of about 4000 elderly people, they found that 12 elderly people will encounter unique problems when wearing shoes, such as squeezing feet, grinding feet, slipping soles and so on. In view of all kinds of problems, the corresponding solutions are put forward when designing shoes for the elderly, which naturally completes the "cognitive isolation" from other subdivided shoes.
The emergence of a new brand, how to stand out and beat the traditional brand, is another challenge that Zhang Jingkang, the founder of Zulijian shoes for the elderly, faces after leading the team to complete product research and development. Traditional brands, many stores, great reputation, more efficient management, everything is better than you. He is at the top of the mountain and you are at the foot of the mountain. Attacking the mountain can only move you, and it is almost impossible to win. then what We must rely on external potential energy and the "dividend" of the times! 20 16, the advertisement of "quality and efficiency in one" became popular on the internet. The combination of product and effect is that after advertising the brand, you can directly link to the product and click in to place an order. The dividend of combining quality and efficiency suddenly appeared. Zu Lijian is also thinking about how to seize this wave of dividends, so he left an extra phone number in the TV advertisement. Then, the phone was ringing off the hook, and the amazing return on investment made Zulijian shoes for the elderly realize the "integration of quality and efficiency" in TV advertisements.
A large number of competitors smell the dividend and fly to the battlefield one after another, and the dividend gradually disappears. Next, we can upgrade the bonus dispute to the efficiency dispute by improving quality and reducing cost, so as to effectively build a barrier to brand competition. In China, due to various reasons, the management of foundry is not easy, which has also become the fuse for Zu Lijian to set up his own factory. In 20 17, when the bonus reached its peak, Zhang Jingkang, the founder of Zulijian, finally made up his mind to build his own factory, and all the yarns, uppers and shoe last were produced by his own factory. Finally, the quality of Zulijian's shoes for the elderly is more stable, and the production cost is also reduced by 15%, so that the elderly can wear high-quality and cheap shoes for the elderly.
From the blue ocean strategy to the explosive product strategy, Zulijian shoes for the elderly are gradually upgraded in accordance with the trend of the times at every key point of enterprise development.
(Part of the content comes from WeChat official account, Liu Run)