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].

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 challenges and strategies employed by its founder, Zhang Jingkang, to navigate financial difficulties and adapt to changing consumer trends [4][50]. Group 1: Company Background and Challenges - "足力健" opened its first organic food membership store in Zhengzhou, Henan, in May, offering affordable prices and popular products like frozen dumplings [5][8]. - The company has been facing significant financial 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][41]. - The founder, Zhang Jingkang, initially found success with elderly shoes, achieving 4 billion yuan in revenue by 2019, but the company faced a downturn due to excess inventory and the pandemic, leading to a revenue drop back to 1.8 billion yuan in 2020 [19][20]. Group 2: Strategic Shifts and New Ventures - In response to financial pressures, the company shifted to a model relying on distributors and introduced a "made-to-order" production strategy to minimize inventory [39]. - The launch of the "星力健" brand for health products, including protein powder and collagen supplements, was an attempt to diversify, although it struggled to gain traction [40][41]. - The new organic food stores have quickly expanded, with 34 locations opened in just three months, focusing on health-conscious products and leveraging modern sales techniques like live streaming and app ordering [42][44]. Group 3: Market Positioning and Future Plans - "足力健" aims to position itself in the organic food market by offering low-GI, fresh products with a focus on health, while also maintaining its traditional product lines [44][50]. - The company plans to open 600 organic food stores in the next two years, while also developing a leisure shoe brand targeting younger consumers [50].