当老人鞋巨头，卖起有机食品

Core Insights - The article discusses the expansion of the elderly consumer market, highlighting how companies are diversifying their product offerings from traditional health supplements to everyday consumables like organic food [1][15] - The case of the brand "足力健" (Zulijian) is examined, showcasing its transition from a specialized elderly shoe brand to entering the organic food sector, raising questions about the motivations behind this shift [1][7] Company Strategy - Zulijian has opened "organic food stores" in various locations, featuring a range of products labeled as "organic" and "healthy," while avoiding the controversial health supplement market [1][3] - The stores employ a mixed strategy for product certification, combining strictly certified organic products with those that only have standard food certifications, potentially confusing consumers about product quality [3][10] - A low-cost membership system is central to Zulijian's business model, where members pay a nominal fee to access significantly discounted prices on products, creating a strong incentive for consumer participation [4][6] Market Response - The initial market response indicates the effectiveness of Zulijian's model, with membership surpassing 80,000 and over 40 stores established in key regions [6][9] - However, the sustainability of this model is questioned due to low profit margins and the challenge of covering operational costs while maintaining competitive pricing [6][9] Financial Challenges - Zulijian's financial struggles are highlighted, with a significant portion of its revenue being used to repay debts, raising concerns about its long-term viability [9][19] - The brand's attempt to pivot into the organic food market is seen as a desperate measure to generate cash flow and address mounting financial pressures [9][19] Industry Trends - The article notes a shift in the elderly consumer market towards daily dietary needs, with organic food emerging as a potential growth area, reflecting broader health concerns among older consumers [15][17] - The organic food market in China has seen rapid growth, with a market size exceeding 100 billion yuan in 2023, positioning it as a significant player in the global organic product consumption landscape [15][17] Competitive Landscape - The competition in the elderly market is intensifying, with various brands now targeting the same demographic, necessitating a deeper exploration of the elderly lifestyle rather than just product offerings [17][19] - Zulijian's strategy of appealing to both elderly and younger consumers reflects a broader trend of brands seeking to capture diverse market segments, though this may dilute their core identity [10][14]