Core Viewpoint - The article highlights the operational difficulties faced by the well-known brand "Zuli Jian," revealing a stark contrast between its past success and current challenges, including tax debts and quality issues [1][3][17]. Company Overview - Zuli Jian is associated with Suixian Zuli Jian Footwear Co., Ltd., which has a tax debt of 154,158.61 yuan, indicating financial strain [1][2]. - The company was founded on December 26, 2017, with a registered capital of 100.02 million yuan and employs 789 people as of 2022 [2]. Historical Performance - Zuli Jian experienced significant success a decade ago with the launch of the "Six Super Elderly Shoes," selling 500,000 pairs and rapidly expanding to over a thousand stores [3]. - The brand's marketing strategy heavily relied on advertising, spending 200 million yuan over eight years on CCTV ads, which initially boosted its recognition [12]. Product Development and Innovation - Zuli Jian claims to have developed shoes tailored for the elderly by studying foot shape changes, resulting in multiple patents, primarily for design and accessories [4][6]. - However, only 31 out of its numerous patents are related to technology, raising questions about the actual innovation in its products [7]. Quality Issues and Brand Reputation - The brand has faced multiple quality control issues, including non-compliance in product testing, leading to negative publicity and legal challenges [17][19]. - Complaints about misleading advertising regarding the safety of its shoes have significantly impacted consumer trust, with over 60% of complaints related to false claims about anti-slip features [21]. Market Position and Competition - Zuli Jian's market position has weakened due to emerging competitors like Skechers, which offer innovative designs and effective marketing strategies targeting younger consumers [15][16]. - The brand's shift in target demographics is evident, with over 70% of online buyers being younger consumers purchasing for their elderly relatives [25]. Strategic Shifts and Future Challenges - The company is attempting to adapt its marketing strategy by engaging younger audiences through new endorsements and social media campaigns, including using pets as brand ambassadors [27][28]. - The transition to a younger marketing approach faces internal conflicts between traditional marketing strategies and modern consumer expectations, highlighting a critical challenge for the brand's future [22][28].