足力健有机食品

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当老人鞋巨头,卖起有机食品
3 6 Ke· 2025-10-09 01:00
过去几年,针对银发群体的商业模式不断衍化,其覆盖的商品类型也从传统保健品拓宽至米面粮油等日常消费品。当基础商品被贴上"健康""有机"的标 签,一个规模庞大的老年消费市场成了不少企业的新目标。 例如发力专业老人鞋市场的知名品牌足力健,如今不仅在线下开设了独立的有机食品门店,还同步上线小程序,将商业触角从老人的"脚底"拓展至"舌 尖"。 一个专注老人鞋的品牌,为何要跨界进入完全陌生的食品领域?背后是企业发展的生态化延伸,还是基于"银发信任"的全新"收割方式"? 低价会员制下的"有机"生意 今年以来,河南多地的街头、商场里,陆续出现了一批醒目的"足力健有机食品店"招牌。对于大多数被足力健电视广告"洗过脑"的消费者而言,眼前的景 象着实令人困惑——那个以专业老人鞋著称的"足力健",突然之间卖起了有机食品。 在门店规模堪比小型超市的"足力健有机食品店"里,粮油、调味品、零食、饮品、茶叶等日常消费品被摆上了货架,门头上也着重突出"有机食品""健康 食品"等标签。同时,又刻意避开了老年消费市场中争议较大的保健品领域,显示出对市场风险的谨慎考量。 *图片来源:小红书截图 然而仔细观察又会发现,店铺在商品认证上采取了一种混合策 ...
20万亿的银发经济,为何跑不出一个“阳光下的巨头”?
Xin Lang Cai Jing· 2025-09-26 05:24
Group 1: Company Overview - The company "足力健" (Zulijian) transitioned from a focus on elderly shoes to organic food, opening over 30 organic food member stores in Zhengzhou since May 2023 [1] - The brand was founded in 2014 by Zhang Jingkang, who identified a gap in the market for shoes suitable for the elderly, leading to the development of specialized footwear [2][3] - By 2018, the company's revenue reached 1.8 billion yuan, a 30-fold increase from the previous year, and by 2019, revenue hit 4 billion yuan with around 5,000 stores nationwide [3][4] Group 2: Challenges and Decline - The company faced significant challenges starting in 2019, including product quality issues that led to regulatory scrutiny and a decline in consumer trust [4][5] - The COVID-19 pandemic severely impacted sales, resulting in many store closures and financial difficulties, with the company reportedly using 70%-80% of its annual revenue to pay off debts [4][5] - As of 2024, the company still has approximately 700 million yuan in debt, and its reputation has suffered due to past quality control failures [4][5] Group 3: Market Context - The silver economy in China is expanding, with over 300 million people aged 60 and above, representing 22% of the population, and the market size estimated at around 7 trillion yuan [6][7] - Despite the growth potential, the market is fragmented, with significant disparities in income among the elderly population, complicating the landscape for companies targeting this demographic [8][9] - The elderly consumer market is characterized by a high savings rate but also a significant portion of low-income individuals, leading to mismatches in supply and demand for products and services [8][9] Group 4: Industry Trends - The rapid growth of the elderly population has led to increased interest in the silver economy, but the market lacks dominant players, with many smaller companies emerging [6][7] - The healthcare and wellness sectors are seeing growth due to the aging population, but the market is also crowded with low-quality products and misleading marketing practices [10][11] - Complaints about health products targeting the elderly have surged, with over 70% of complaints related to false advertising, indicating a need for better regulation and consumer protection [12]
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
Sou Hu Cai Jing· 2025-06-13 09:57
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].