---
title: "How Did Zulijian Sell 600,000 Bottles of Beverages?"
description: "Despite the fierce competition in the beverage industry, one brand has taught the industry a lesson: Zulijian, known for its elderly footwear, recently made headlines by selling frozen dumplings at 3.9 yuan. While some think Zulijian's beverages target the elderly, the brand actually aims at young consumers, similar to Moutai's ice cream strategy."
author: "点这里关注→"
publisher: "New Distribution"
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published: "2025-10-09"
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# How Did Zulijian Sell 600,000 Bottles of Beverages?

> Despite the fierce competition in the beverage industry, one brand has taught the industry a lesson: Zulijian, known for its elderly footwear, recently made headlines by selling frozen dumplings at 3.9 yuan. While some think Zulijian's beverages target the elderly, the brand actually aims at young consumers, similar to Moutai's ice cream strategy.

### **Source** | Quanshi Online **ID** | iallfood Author | Quanshi Online

It is often said that the beverage industry is highly competitive, but one brand has given the industry a lesson.
That brand is Zulijian, the leading elderly shoe brand that recently made headlines for selling 3.9 yuan frozen dumplings.
Some say Zulijian sells beverages to let the elderly wear Zulijian shoes while drinking Zulijian drinks.
If you think that, you are too naive.
Although Zulijian has been doing business with the elderly for years, the moment it entered the food sector, it set its sights on young people, just like Moutai launching Moutai ice cream to get young people to drink Moutai when they reach middle age, but that failed.
It's not that young people don't like Moutai ice cream, but that few middle-aged people can afford to drink Moutai every day.
Another brand you might know is Yineng, which first opened consumers' wallets with its 2-yuan "Peach Water," making the 2-yuan price point deeply rooted in consumers' minds, and then used sugar-free soda water to undercut consumers through e-commerce platforms, making it hard for them to refuse Yineng's affordable products.
Then, nothing more, Yineng's soda water sold over 50 million bottles on Douyin.
Zulijian's beverage path is very similar to Yineng's.
It also uses affordable products to give consumers no choice.
For example, HPP concentrated apple juice with only concentrated apple juice and water in the ingredient list. How much should such a clean ingredient list cost?
Zulijian sells it for 5.9 yuan.
That's practically giving it away.
In addition, there are 1.8 yuan red date and longan water, 29 yuan per box of organic green tea, and 14.9 yuan per box of brown sugar ginger tea.
Popular items like red date and wolfberry water, apple juice, and corn juice have cumulatively sold nearly 600,000 bottles.
In short, it surprises consumers and makes repeat purchases effortless.
Affordable pricing beats all advertising; good products paired with affordable pricing are a winning combination.
Of course, low-priced products are everywhere in the beverage industry, but high-quality low-priced products are rare.
Image source: Xiaohongshu Zulijian Organic Food
Even the welfare offers from top livestreamers or hard discount supermarkets can hardly match this level.
But Zulijian has achieved it. However, relying solely on low prices cannot sustain repeat purchases because there are too many products on the market.
Moreover, the beverage category itself is full of mystery; consumers sometimes ignore taste and ingredients and only look at price, and sometimes ignore price and only look at ingredients.
So affordable good products are what consumers truly like.
If product is the stepping stone to enter the beverage market, then channels are the anchor to stand firm.
Zulijian, a cross-industry brand, has a strategy for offline distribution.
Just like selling shoes, it did not initially open the market through distributors but built its own terminal stores.
Image source: Xiaohongshu Grow Your Own Flowers
Currently, Zulijian has opened over 30 stores near Zhengzhou, called Zulijian Organic Food Membership Stores.
Look at the name: Zulijian is the brand, organic food is the label, and membership store is the type.
Ten characters directly convey the clearest message to consumers.
Moreover, these stores are located near communities, not in commercial centers or by roadsides, but in communities.
Communities are the last mile, a traffic pool for retaining consumers, and an ideal location to shorten repurchase costs.
An organic food store at the community entrance first attracts the elderly, then middle-aged people, and finally young people.
The elderly are drawn to organic healthy food, so Zulijian's organic frozen dumplings and wontons are sold to them; they may not eat them themselves but will buy them for their children and grandchildren.
Image source: Xiaohongshu Orange Not Sweet
Middle-aged people are attracted to the membership store; a membership store at their doorstep, passed daily, with no fear of it disappearing, makes it acceptable to top up some money. Thus, Zulijian's membership stores accumulated over 90,000 paid members within a few months.
Young people are attracted to the low-priced products: 5.9 yuan concentrated apple juice, 6.9 yuan corn juice, 3.9 yuan frozen dumplings—who doesn't love such value?
Most importantly, communities run on acquaintance business; you see each other every day, and it's a reputation business. Especially for the elderly, word of mouth can make or break a store.
You see, Zulijian appears to be doing business, but it actually satisfies human nature.
The 600,000 bottles of beverages were sold through these 30 stores with affordable products.
Of course, to make money, you still need memberships.
Memberships naturally require fees. When mentioning membership fees, most people think of Sam's Club's over 200 yuan fee, but Zulijian's membership fee is only 10 yuan.
That's just the first step. Why would consumers pay 10 yuan?
Because the member price is only half or one-third of the retail price.
Can you handle that?
Additionally, the store offers a promotion of 300 yuan top-up with 40 yuan bonus, which not only waives the membership fee but also gives an effective 8.8 discount.
It is understood that many people choose the 300 yuan top-up at Zulijian Food Membership Stores, generating nearly 27 million yuan in revenue.
Of course, for offline stores, in-store consumption is key; otherwise, no one comes and it's useless. So Zulijian offers member specials every week.
For example, 8 organic corns for 9.9 yuan—can you handle that?
Most members can't resist, so the store visit rate is guaranteed.
You see, although Zulijian's first half does business with the elderly, its second half starts doing business with young people.
When quality, price, and benefits are in place, young people don't care what you did before; enjoying the present is what matters most.
So how did Zulijian sell 600,000 bottles of beverages?
It wasn't just through the single product strength of beverages, but through a comprehensive force of membership, stores, and brand to attract consumers.
Imagine if Zulijian sold beverages alone through distributor distribution; it might not have made a splash in the competitive beverage market.
Indeed, the shoe seller knows the offline market best.
Zulijian has built an offline ecosystem closed loop, not promoting a single product but selling a lifestyle and the experience of a 15-minute business district.


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- Publisher: New Distribution
- Author: 点这里关注→
- Published: 2025-10-09
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- Original source: https://mp.weixin.qq.com/s/XMKvao5GixBROHeIp5Xq3g

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