When it comes to the brand of shoes for the elderly, many people will think of the brand of Foot Force. As the brand of CCTV at that time, the advertising words of Foot Force Jian have long been deeply rooted in the hearts of the people. But the household name has now disappeared, and its company owner has been repeatedly restricted from spending high.
Rapidly developing shoes for the elderly "Empire"
At that time, the popular clothing brands in society were all aimed at young people or middle-aged people, and the customer group almost did not consider the elderly. Many elderly people hope to have a brand that they can choose, and It is in this context that Foot Strength was born. In 2013, The first product for the elderly was born, and once it was listed, it was welcomed by the masses, and as of 2014, the sales volume reached 400,000 pairs.
Since then, the development path of Foot Force Has been as rapid as a train. While developing new products for various travel scenarios for the elderly, Foot Force Jian made a big fuss about marketing. Between 2016 and 17, Foot Force Entered a Period of Rapid Expansion, with offline and online stores developing at the same time. Marketing not only spent a lot of money to dominate the CCTV station, but also spent more than 200 million yuan to invite national actor Zhang Kaili to endorse. At that time, The Foot Force Was An Infinite Scenery.
Failure due to quality issues
It took only a few years after the registration of the brand to sweep the country and become a brand sought after by the majority of the elderly. However, the "beautiful scenery" of Foot Force Jian did not last long, and eventually the brand declined due to its own problems.
The thing that affected The foot health was because an old man fell down while wearing a full strength product, and the old man was fractured and could never walk normally. Later, the old man's family spread this matter to the society, and then it intensified under the fermentation of public opinion. Driven by public opinion, the relevant departments also conducted spot checks on the products of Foot Health, and it was found that there were really low-quality products that did not meet the standards. Foot strength has become the target of public criticism, from high-quality shoes that the elderly can wear with confidence overnight to become accomplices that endanger the safety of the elderly.
After that, the Footwear brand has been continuously exposed to negative news, and many offline stores have also been affected and shut down. The founder of the Footwear brand ended up with a lot of debt, and even consumption was restricted. The brand that once dominated the screen CCTV has since disappeared.
It should have soared, but it forgot its original heart
Looking back at the development process of Foot Strength from now on, it is actually very inspiring, and the founder Zhang Jingkang is also a very intelligent and visionary person. Zhang Jingkang was in society in his youth, doing a lot of work, but he did not have a good ending, and even at the age of 39, he was saddled with a huge debt. However, Zhang Jingkang still relied on his own efforts to create the Foot Force Health brand. Zhang Jingkang's entrepreneurial journey can be described as legendary.
At the same time, in Zhang Jingkang's entrepreneurial road, there are two choices that show that he is particularly far-sighted. The first is to choose to dominate the CCTV station at a high price. Nowadays, information is developing rapidly, and marketing tools are becoming more and more important. Zhang Jingkang's willingness to spend a lot of money to let CCTV broadcast advertisements on a loop is one of the important reasons for the success of Foot Force Health. The second is that Zhang Jingkang chose the market for the elderly. According to the data of 2021, the proportion of the elderly over 60 years old has approached two levels and is on the rise. Imagine how much benefit a footwear would gain under the trend of an aging population if it did not decline.
Looking at the development process of Foot Strength, all aspects have made Foot Force Health have a future that should have soared. In the process of development, The Foot Force Health forgot the original intention and neglected the most important quality problems, so failure is inevitable.
Conclusion
No matter what the product, no matter how well the marketing is done, the quality is not passed will be doomed to failure.