Event Background
On December 10, 2019, Zuxingjian's 2020 Spring/Summer new product launch was held at the Dongguan Yulan Grand Theatre in Guangdong. The event consisted of two parts: a new product launch in the morning and a health expert forum in the afternoon, concluding successfully at 17:30. The launch was simultaneously live-streamed online, attracting over 1.2 million viewers, with more than 1,500 attendees on-site. It was Zuxingjian's largest and highest-profile launch to date.
Key Information
At the launch, Zuxingjian founder Wu Xingliang summarized the 2019 performance: a tenfold increase in revenue, 33 operation centers established nationwide, and over 1,200 physical stores and shop-in-shops. He also pointed out current shortcomings and outlined solutions. During the new product presentation, he repeatedly emphasized "focus" and "word-of-mouth," stating that Zuxingjian would continue to stay grounded, concentrate on the massage shoe segment, and uphold word-of-mouth as the core of the brand.
Zuxingjian identified many incorrect shoe-wearing habits among modern people, such as wearing tight shoes leading to foot deformities, overly soft heels increasing the risk of foot pronation, incorrect flex points in soles affecting bones, and flat soles failing to support the arch. Zuxingjian advocates freeing the feet, wearing shoes healthily, and choosing the right shoes.
Related Services
Towin PR provided full event planning and execution services for this Zuxingjian 2020 Spring/Summer new product launch, including venue selection (Dongguan Yulan Grand Theatre), process design, on-site management, and live-streaming technical support, ensuring the event proceeded smoothly and achieved the desired results.
Industry Insights
The health shoe market has been growing steadily in recent years, with consumers paying increasing attention to foot health. As a key window for companies to showcase new products and convey brand messages, the planning and execution level of product launches directly impacts brand image and market response. This event effectively expanded its reach through a combination of online and offline channels, providing a replicable case for the industry.
Summary
Zuxingjian's 2020 Spring/Summer new product launch concluded successfully, with over 1,500 attendees on-site and 1.2 million online viewers. The event reviewed 2019 performance, unveiled new products, and promoted the concept of healthy shoe-wearing. Towin PR, as the event planner, provided professional services to help the brand make a successful appearance.