How Zulijian used Douyin to reframe senior shoes for Mother's Day gifting

From 26 April to 6 May 2024, Zulijian ran a concentrated, all-video placement through Douyin's Xingtu marketplace: fifteen creators published fifteen posts. Footwear reviews, comedy skits, role-play and buying guides carried the product story, with "蕾丝妈妈散步鞋" (Lace Walking Shoes for Moms) alongside its senior and walking-shoe range. Creators challenged the idea that senior shoes cannot be fashionable by showing younger wearers trying them. Hands-on demonstrations then explained a last developed from older people's foot-shape data, participation in drafting the national senior-shoe standard, and balanced softness and support rather than softness alone.

The gifting audience was young adult children thinking about their parents' health and Mother's Day presents; a second audience was Gen Z students and workers drawn to comfort and the age reversal. Family humour, gifting and travel scenes made the product usable in both conversations. Timing also drew on attention around the ambassador's concerts. There was no stated discount, gift mechanism or hard conversion prompt: the campaign focused on product seeding, with store referral as the offline link.