从央视广告王到“老赖”名单：老人鞋品牌足力健负债7亿，如今卖有机食品自救

Core Viewpoint - The brand "Zulijian," once a leading name in the elderly shoe market with annual sales reaching 4 billion yuan, is now facing significant financial difficulties, including a debt of approximately 700 million yuan and tax arrears of 154,200 yuan, while the founder, Zhang Jingkang, is embroiled in multiple lawsuits and has been restricted from spending [2][3][5]. Financial Situation - Zulijian's manufacturing company, Suixian Zulijian Footwear Co., Ltd., has a historical tax debt totaling nearly 40 million yuan since December 2020 [3]. - The company is involved in 98 legal cases with a total amount of 808 million yuan, and it has been listed as a dishonest executor with a total execution amount of 101 million yuan [4]. - Zhang Jingkang has stated that the company plans to repay its debts within two years, with annual revenues of around 1.5 to 1.6 billion yuan, and has already repaid 180 million yuan in 2023 [5][6]. Market Position and Strategy - The elderly products market in China is projected to exceed 5 trillion yuan by 2025, presenting a significant growth opportunity for Zulijian [15]. - Zulijian has expanded its product line beyond footwear to include health products and organic foods targeting the elderly demographic [24][25]. - The company is also attempting to rejuvenate its brand by appealing to younger consumers, with products being repurposed for younger demographics and new marketing strategies being implemented [21][24]. Historical Context - Zulijian was founded in 2015 and quickly gained popularity through effective marketing strategies, including high-profile advertising campaigns [8][11]. - The company experienced rapid growth, with revenues soaring from 600 million yuan in 2017 to 4 billion yuan in 2019, and the number of stores increasing to approximately 5,000 [10][12]. - However, the COVID-19 pandemic severely impacted sales, leading to a decline in revenue and subsequent financial struggles [12][13]. Product Quality Issues - Zulijian has faced quality control problems, with reports of product defects affecting its reputation, including issues with slip resistance in its shoes [18][20]. - Legal actions have been initiated against the company for misleading advertising, further complicating its recovery efforts [20].