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 ...

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]

Core Viewpoint - The article discusses the transformation of the company "足力健" from a struggling elderly shoe brand to a new player in the organic food market, highlighting the innovative strategies employed by its founder, Zhang Jingkang, to address debt and adapt to changing consumer trends [5][8][49]. Group 1: Company Background and Challenges - 足力健 has faced significant operational challenges, with approximately 700 million yuan in debt expected by the end of 2024, despite allocating 70%-80% of its revenue to debt repayment [8][49]. - The company experienced rapid growth, reaching 4 billion yuan in revenue by 2019, but faced a decline to 1.8 billion yuan in 2020 due to excess inventory and the pandemic [18][19]. Group 2: Strategic Shift to Food Retail - In May 2023, 足力健 launched its "organic food membership store" in Zhengzhou, offering affordable organic products, with frozen dumplings priced at 4.9 yuan becoming a bestseller [5][42]. - The company aims to open 600 organic food stores in the next two years, while also maintaining its shoe business, indicating a dual strategy to diversify revenue streams [47]. Group 3: Market Positioning and Consumer Trends - 足力健's positioning in the market has shifted from focusing solely on elderly shoes to incorporating a broader range of health-oriented food products, appealing to a wider consumer base [20][34]. - The company emphasizes low-GI and organic products, aligning with current health trends, and utilizes modern sales techniques such as live streaming and app-based ordering [45][46]. Group 4: Future Outlook - Zhang Jingkang expresses confidence in the future of the organic food segment, projecting significant sales growth and membership accumulation over the next five years [47]. - The company is also exploring the development of a leisure shoe brand aimed at younger consumers, indicating a strategic expansion into new demographics [47].

斑马消费 . 寻找泛消费领域的斑马企业 以下文章来源于斑马消费 ，作者沈庹 作者： 沈庹 来源： 斑马消费 如果看到足力健牌水饺，千万别吃惊，这是"老人鞋一哥"足力健，为自己开辟的新赛道。 ---------------------------------- 按照足力健的业务规划，今后公司 不仅聚焦老年人的双脚，还要关注他们的饮食，最终形成覆盖老 年人鞋、服、用、食四大需求的业务生态 。 01 赛道新玩家 足力健做到国内老人鞋领域头部企业后，会构建怎样的业务生态？ 在掌门人张京康看来，不会困在老人鞋里，围绕庞大的老年消费群体，他锚定了有机食品赛道。 和 10 年前卖老人鞋一样，足力健入局有机食品赛道，仍然选择熟悉的郑州市场展开。 今年 6 月开始，绿底白字的"足力健有机食品会员店"，陆续出现在郑州街头。高德地图显示， 郑 州市内门店就已开出 32 家左右，市外门店已拓展到漯河、许昌等地。 上述门店的产品结构，主要为有机食品、五谷食品、健康食品和健康用品四大品类。无论是产品结 构、价格还是宣传理念，都充分贴合老年消费群体和消费心理。 门店开立至今，仍处于引流阶段， 4.9 元一包的水饺、 9.9 元 8 支糯玉 ...

以下文章来源于远川研究所 ，作者赵瑜 远川研究所 . 刻画这个时代 编辑丨 李墨天 图源丨即梦AI "足力健水饺"的问世，让汉语的博大精深又提高了一个层次。 今年5月，"足力健有机食品会员店"在河南郑州悄然开张，主打健康有机、亲民价格，花10元就能成为会员享受折扣，还支持小程序下单，4.9元的速冻水 饺是爆款产品。 从老人鞋到速冻水饺，充满魔幻现实主义的企业经营思路，是足力健及创始人张京康的抛物线人生。 足力健门 店销售 的速冻水饺 足力健老人鞋近年来深陷经营困境，尽管公司每年都拿出70%-80%的收入还债，然而到2024年底，足力健仍有约7亿元的债务[1]。 来源丨远川研究所（ID： YuanChuanInstitution ） 作者 丨 赵瑜 去年5月，创始人张京康踩着风口加入企业家IP的浪潮，主打教网友赚钱还债，言辞恳切，态度认真。 到了今年，知行合一的张总表示我行我上，率领足力健杀进食品零售业，开始还债自救。 楼起楼塌 张京康的崛起之路可以追溯到2014年，当时，张京康跟青岛双星合作推出"六超老人鞋"，上线即爆单，让张总无意间找到了一生的事业——老年鞋。 足力健创始人张京康 2016年足力健成立一年， ...

Core Viewpoint - The emergence of "Zulijian Dumplings" signifies a significant shift in the company's strategy, moving from its traditional focus on elderly shoes to the food retail sector, aiming to address financial challenges and debt repayment [2][4][25]. Group 1: Company Background and Evolution - Zulijian, founded by Zhang Jingkang, initially gained fame through the "Liuchao Elderly Shoes" in collaboration with Qingdao Double Star in 2014, which became a successful product [6]. - By 2018, Zulijian's revenue reached 1.8 billion RMB, and by 2019, it peaked at 4 billion RMB with over 5,000 stores nationwide, but this rapid expansion led to significant debt and inventory issues [11][12]. - The COVID-19 pandemic exacerbated these issues, resulting in a revenue drop back to 1.8 billion RMB in 2020, marking a significant decline in the company's fortunes [11][12]. Group 2: Current Business Strategy - In May 2023, Zulijian opened its first organic food store in Zhengzhou, offering affordable products like frozen dumplings priced at 4.9 RMB, aiming to attract a broad customer base [2][25]. - The company has adopted a light-asset operation model, focusing on brand management and reducing direct store operations, which has led to a strategy of zero inventory through a made-to-order approach [24]. - Zulijian's new product line includes organic foods and health products, with a focus on low-GI and short shelf-life items, appealing to health-conscious consumers [27][28]. Group 3: Market Position and Future Outlook - The brand has successfully established itself in a niche market with limited competition, but faces challenges from established sports brands that are expanding their product lines to cover broader consumer needs [20][21]. - The company aims to open 600 organic food stores in the next two years, while also planning to develop a leisure shoe brand targeting younger consumers [28][33]. - Zhang Jingkang's proactive approach to adapt to market trends and consumer preferences reflects a commitment to revitalize the brand and ensure its sustainability in a competitive landscape [33].

Core Viewpoint - The article discusses the rise and fall of the elderly shoe brand, Fuli Jian, highlighting its initial success and subsequent decline due to financial mismanagement, product quality issues, and increased competition in the market [3][10][20]. Group 1: Company Background - Fuli Jian was founded in 2015 by Zhang Jingkang, who identified a market gap for shoes specifically designed for the elderly [9][10]. - The brand gained rapid popularity, achieving revenues of 1.8 billion in 2018, with peak sales exceeding 4 billion [10][20]. Group 2: Financial Issues - As of 2023, Fuli Jian had approximately 700 million in debt, with 70%-80% of its annual revenue allocated to debt repayment [3][10]. - The company has faced multiple financial challenges, including employee salary delays and restrictions on high consumption for its founder [3][10]. Group 3: Product Quality and Reputation - Fuli Jian has been criticized for product quality issues, including claims of false advertising regarding the safety and comfort of its shoes [14][17]. - Consumer complaints about product defects led to a significant decline in brand loyalty and sales [14][20]. Group 4: Market Competition - The elderly shoe market is becoming increasingly competitive, with new entrants like Skechers and New Balance offering better quality and design [23][25]. - Fuli Jian's marketing strategies, which once resonated with consumers, are now seen as outdated and ineffective in attracting the new generation of elderly consumers [26][27]. Group 5: Future Prospects - The company is attempting to diversify by entering the organic food market with a new brand, but it remains uncertain whether consumers will continue to support Fuli Jian [28][29]. - The article emphasizes the need for brands in the silver economy to focus on genuine product quality and consumer trust rather than relying solely on marketing [29].

Core Viewpoint - The company "足力健鞋业" is facing significant operational difficulties, highlighted by its tax debts and declining market reputation due to quality issues and increased competition in the elderly footwear market [2][10][15]. Tax Debts - According to the tax announcement from the State Taxation Administration, "足力健鞋业" has a total tax debt of 15,923,485.49 yuan, which includes various taxes such as value-added tax (13,836,479.18 yuan), urban maintenance and construction tax (79,343.46 yuan), corporate income tax (15,468.59 yuan), property tax (824,370.47 yuan), stamp tax (23,426.40 yuan), and urban land use tax (1,144,397.39 yuan) [4][8][9]. Market Performance - "足力健" experienced a dramatic increase in revenue from 60 million yuan in 2017 to 1.8 billion yuan in 2018, and further to 4 billion yuan in 2019, with approximately 5,000 stores nationwide [10]. - Despite the initial success, the brand has faced criticism for prioritizing marketing over product quality, leading to several quality control issues and negative consumer feedback [10][11]. Consumer Sentiment - There has been a rise in consumer complaints regarding the quality of "足力健" products, with reports of shoes having issues such as sole separation and poor design comfort [11]. - The brand's marketing strategy has not effectively retained consumer trust, as evidenced by increasing negative reviews on social media platforms [11]. Competitive Landscape - The elderly footwear market is becoming increasingly competitive, with brands like Nike and Skechers entering the space, offering products tailored for older consumers, which poses a threat to "足力健" [15]. - In response to market pressures, "足力健" is attempting to innovate by launching new products aimed at younger demographics, such as the "玫瑰妈妈鞋" [19].

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].

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].