The cumulative amount of executions against Zulijian exceeds 100 million yuan
The cumulative amount of executions against Zulijian exceeds 100 million yuan. The company was established in December 2017. The legal representative and The suspected actual controller is Zhang Jingkang, with a registered capital of 100.02 million yuan. The cumulative amount of executions against Zulijian exceeds 100 million yuan. The cumulative amount of executions against Zulijian exceeds 100 million yuan1
With the rapid arrival of an aging society, the silver economy market is booming, attracting a large number of "gold diggers" to enter the market. Zulijian specializes in shoes for the elderly. is one of them. In just 6 years since its establishment, the company's revenue has exceeded 3 billion yuan, and the number of stores nationwide has exceeded 7,000. In 2020 and 2021, it was selected as the top 100 private enterprises in Henan for two consecutive years.
However, the rapid growth of Zuli Jian turned over inexplicably at the beginning of 2022. It was exposed that a large number of offline stores were losing money and closing; they were in arrears with employee wages; they were occupying agents' funds; they were in arrears with supplier payments, etc. In recent times, the total amount of executions imposed by the court has exceeded 100 million yuan, and the founder Zhang Jingkang has been included in the "blacklist of dishonesty." The "magic shoes" that were once popular among the elderly's friend circles have fallen from the altar.
The total number of executions exceeded 100 million yuan, and the founder was restricted from high consumption
On January 6, Suixian Zulijian Shoes Co., Ltd. added a new A piece of information about the person subject to execution, the execution subject is 48.9224 million yuan, and the execution court is the Putian Intermediate People's Court.
This is the second piece of information about the person subject to execution added by Sui County Zulijian Shoes Co., Ltd. this month. Just two days ago, on January 4, Zu Lijiang just added information on the person subject to execution, with an execution target of 31.0187 million yuan, and the execution court was the People's Court of Dongliao County.
As early as July last year, Sui County Zulijian Shoes Co., Ltd. was ordered to enforce a judgment of 27.9755 million yuan by the Putian Intermediate People’s Court. Currently, Zulijian *** has three persons subject to execution. Information, the total amount executed was nearly 108 million yuan.
In addition to the frequent addition of information on persons subject to execution at the company level, founder Zhang Jingkang was restricted from high consumption five times within a year. It is understood that Zhang Jingkang turned a blind eye to the previous executions, whether it was money from suppliers or fines from the state, and refused to pay.
Advertising succeeds, advertising fails
The rise of Zulijian follows the same path as melatonin, which was once popular all over the country. It targets the elderly health market and plays the filial piety card, inviting celebrities to endorse it. , spending huge sums of money on big TV ads, magic marketing ads... Now Melatonin has disappeared from consumers' horizons, and Lijian is also following in its footsteps.
As a salesperson, Zhang Jingkang is well versed in marketing. When the company was first established in 2015, it launched an advertisement targeting the elderly with the slogan "No cramping for feet when wearing, no slipping when going out". A year later, Zu Li Jian invited popular star Zhang Kaili as its spokesperson. Zhang Kaili was the female lead in the once popular TV series "Desire". She was known as the "national mother" and was deeply loved by the elderly.
Like Melatonin, Zulikan plays the filial piety card. On the surface, it targets the elderly group as its advertising target, but in fact it targets children consumers. In Zhang Kaili's touching advertisement, if you don't buy a pair for your parents after watching it, it seems that you are sorry for their upbringing.
Since ancient times, the Chinese have advocated filial piety as the first priority. Filial piety is a traditional virtue of the Chinese nation, but it has become the business philosophy of elderly consumer goods companies.
In terms of advertising channel selection, Zu Li Jian chose traditional TV advertising, which violated the trust of the silver-haired generation in traditional media such as TV. In 2016, Zulijian's advertisements appeared on CCTV Opera Channel and major channels such as Beijing Satellite TV, Jiangsu Satellite TV, and Zhejiang Satellite TV.
With the support of popular celebrities and the endorsement of CCTV, Zulijian quickly captured the minds of elderly consumers and became a great success.
In 2016, the number of Zulijian stores opened from 0 to 1,000, and then increased to more than 7,000. In 2019, the sales scale of Zulijian reached 4 billion yuan; in 2020, it ranked first in sales of shoes for the elderly in the country.
However, Foot Lijian’s rapid development encountered a “brake” in 2019. In February 2019, Jiangsu Market Supervision and Administration Bureau discovered that Zulijian’s products were substandard and ordered Zulijian to rectify its products; in March, Zulijian was ordered by Anhui Market Supervision Bureau to rectify its products.
In the same year, Zu Li Jian also fell into a whirlpool of false propaganda due to a consumer safety incident. In 2019, 64-year-old Yuan Yuhua, a 64-year-old man in Pizhou City, Jiangsu Province, slipped and fractured his foot while walking down the steps in front of a supermarket. At that time, he was wearing footwear for the elderly. After negotiation, Yuan Yuhua signed an agreement with Zulijian, and the manufacturer compensated 12,000 yuan "based on the humanitarian spirit".
However, subsequent accidents caused Yuan Yuhua's calf muscles to atrophy and she was unable to walk normally. She then sued Foot Lijian and spokesperson Zhang Kaili for false publicity. The old man went to court to sue Zulijian, claiming that the latter's video advertisements of "anti-slip" and "safety" product functions and properties were false advertisements and misguided elderly consumers.
In addition, the China Judgment Documents Network shows that many agents or franchise customers have repeatedly sued Zulijian and related companies Beijing Xiaoxiyang and others to the court on the grounds of suspected fraud.
Zulijian opened the market with advertising bombardment, but the quality of its products obviously did not keep up. When consumers realized that advertising was nothing more than harvesting IQ taxes, they gradually lost their trust. The cumulative amount of execution against Zulijian exceeds 100 million yuan 2
Tianyancha APP shows that on January 18, Sui County Zulijian Shoes Co., Ltd. added information about the person subject to execution, and the execution target was 1,280,624 yuan. The execution court is Suixian People's Court. At present, the company's cumulative execution amount exceeds 100 million yuan. The company was established in December 2017. Its legal representative and suspected actual controller is Zhang Jingkang, with a registered capital of 100.02 million yuan.
Recently, Sui County Zulijian Shoes Co., Ltd. has added information on the person subject to execution. The case number is (2022) Min 03 Zhihui No. 4. The execution court is Putian Intermediate People’s Court, and the execution target is 4892.24 Ten thousand yuan.
This is the second piece of person-to-be-executed information added by Sui County Zulijian Shoes Co., Ltd. this month. The case number (2022) Ji 0422 Execution No. 1 shows that on January 4, Zulijian added information on the person subject to execution, the execution target was 31.0187 million yuan, and the execution court was the People's Court of Dongliao County. At present, Zuli Jian *** has 3 pieces of information on persons subject to execution, and the total amount of execution is nearly 108 million yuan.
Zulijian is a well-known shoe factory in China. It has become the best-selling shoe manufacturer for the elderly and now has an execution amount exceeding 100 million yuan. What happened to Zulijian?
Targeting the elderly market and becoming famous
According to previous reports, in 2013, Zhang Jingkang, the founder of Zulijian, developed a shoe for the elderly and sold 400,000 pairs that year. Since then, Zhang Jingkang has taken shoes for the elderly as his main product and named them "Zu Li Jian". In 2015, Beijing Xiaoxiyang Technology Development Co., Ltd., the Zulijian brand company, was officially established.
It only took 3 years since it settled in Sui County, Henan Province in 2017. Sui County Zulijian Shoes Industry was selected into the 2020 Henan Top 100 Private Enterprises and the 2019-2020 China Top 100 fashion retail companies.
Zhang Jingkang once said: "Everyone may generally think that the elderly can wear shoes on the street casually, and the elderly do not 'short' shoes. But in fact, for the elderly, why do the shoes not fit their feet? Shoe sizes are getting bigger and bigger, and they themselves don’t know what the real needs of the elderly are.”
In terms of marketing, Zu Li Jian launched a 3-minute advertisement and placed it on CCTV. When launched, the slogan "Specially made for the elderly" captured the hearts of elderly consumers, and the vernacular slogan "No feet crowded, no fear of slipping, no tired feet" also directly addressed the demands of the customer base.
Data show that in 2018, the "Double Eleven" e-commerce sales of Zulijian shoes for the elderly exceeded 100 million in a single day, ranking first in the men's shoe category. As of November 2018, there are more than 5,000 Zulijian stores nationwide, reaching a sales scale of 4 billion.
Frequent decline due to quality issues
Introduction to the Zulijian brand. Zulijian conducts in-depth research on the foot shape data of the elderly and creates original professional shoe lasts suitable for the foot shape of the elderly, focusing on the needs of the elderly in wearing shoes. , developed professional and comfortable shoes for the elderly, and Zulijian has now become an industry-leading brand integrating R&D, production and sales.
Zhang Jingkang once said: "We established China's first foot science research institute and invited 18 of China's top foot medical experts to jointly study the foot health problems of the elderly and participate in our We provide professional and scientific support for product development and design. Only in this way can we realize the word-of-mouth strategy we proposed. After all, whether the product is good or not depends on whether it is comfortable to wear. ”
However, Foot Health’s quality control did not keep up with the publicity. On February 18, 2019, the footwear for the elderly produced by Quanzhou Xingmeijian Shoes Co., Ltd. was cleared by the Fujian Provincial Market Supervision and Administration Bureau due to unqualified peeling strength of the bottom wall and upper surface. In addition, on February 20, 2019, A batch of Zulijian shoes for the elderly in Jiangsu were notified by the Jiangsu Market Supervision and Administration Bureau due to unqualified wear resistance of the outer soles; on March 8, 2019, Anhui Province randomly inspected 2 batches of adult shoes with the nominal trademark of Zulijian. Shoes are substandard.
Zulijian targets the elderly market and achieves rapid appreciation of the brand. However, precisely because the consumer group is elderly, quality issues attract more attention. In 2019, footwear for the elderly, which claimed to be "firm enough to walk on ice," was sued for false advertising. Yuan Yuhua, a 64-year-old woman from Pizhou City, Jiangsu Province, said that she slipped and fell when she was walking down the steps in front of a supermarket. She was wearing footwear for the elderly at the time. After negotiation, Yuan Yuhua signed an agreement with Zulijian, and the manufacturer compensated 12,000 yuan "based on the humanitarian spirit". Later, because Yuan Yuhua could not walk normally, she sued Foot Health and its spokesperson Zhang Kaili for false publicity. The cumulative amount of executions against Zulijian exceeds 100 million yuan3
Zulijian seems to have become synonymous with shoes for the elderly. The public was deeply impressed when they saw this product endorsed by old film and television stars on TV. Recently, Zulijian’s execution funds exceeded 100 million yuan.
According to the public information inquiry, Zulijian is a product of Sui County Zulijian Shoes Company. The company is registered in Sui County, Shangqiu City, Henan Province. The company’s execution involving more than 48.92 million yuan came from Fujian Putian City Intermediate People’s Court of Jilin Province issued (2022) Min 03 Zhihui No. 4. Another execution involving more than 31.01 million yuan was made by the People’s Court of Dongliao County, Liaoyuan City, Jilin Province on January 4 (2022) Ji 0422 Judgment 1 The earlier execution involving more than 27.97 million yuan was made by the Putian Intermediate People's Court of Fujian Province in September last year. At the same time, it imposed a height limit on Zhang Jingkang, the legal person of Suixian Zuli Health Shoes Co., Ltd. Consumption.
Through Qichacha, we learned that the company has 32 own risks, 4 related risks, and 29 historical risks. As of press time, Suixian Adachi Health Shoes Co., Ltd. had not responded to reporters’ positive interviews.
Looking at the entrepreneurial history of Zulijian Zhang Jingkang, it is quite legendary. According to his own introduction: many years ago, when I searched for "elderly shoes" on the Internet, I found nothing, so I focused on the production and sales of elderly shoes in the market segment. Objective results have also been achieved: On June 9, 2020, the China Chain Store and Franchise Association officially released the "Top 100 Chinese Fashion Retail Enterprises in 2019-2020", Suixian Zulijian Shoes Co., Ltd. became the only one in Henan Province. Shortlisted among the top 100 fashion retail companies in China.
However, looking at the development of Zulijian, it can be seen that Zhang Jingkang attaches great importance to publicity. He not only invited film and television star Zhang Kaili to speak for him, but also launched advertisements on major TV stations.
However, the keywords such as "health" and "quality" that it emphasizes have repeatedly caused problems: On February 20, 2019, a batch of footwear for the elderly in Jiangsu was notified by the Jiangsu Market Supervision and Administration Bureau due to substandard wear resistance of the outsoles. ; On March 8, 2019, Anhui Province carried out random inspections and found that 2 batches of adult shoes with the nominal trademark of Zulijian were found to be unqualified.
The execution of over 100 million yuan may not be fatal to Zulijian, which has annual sales of over 1 billion yuan, but the crisis may have just begun.