Coupled with the enhancement of consumer brand awareness, with the growth of China's footwear demand market, footwear manufacturers with brand awareness will also enjoy the increase in share and unit price brought by consumption upgrades.

2. China's footwear industry has a complete industrial chain and industrial cluster advantages

After a certain period of rapid development and expansion, China's footwear industry has entered a relatively stable stage of development, and has formed a complete and mature industrial chain, fully meeting the needs of upstream and downstream connection and supporting production. At present, China has formed four major footwear industry cluster development state, one is the Guangdong footwear base represented by Guangzhou, Dongguan and other places, mainly producing medium and high-end shoes; The second is the Zhejiang footwear base represented by Wenzhou, Taizhou and other places, mainly producing mid-range shoes; The third is the western footwear base represented by Chengdu and Chongqing, mainly producing women's shoes; The fourth is the footwear production base represented by Quanzhou, Jinjiang and other places in Fujian, mainly producing sports shoes. The industrial cluster has mature production technology and related supporting links, which can effectively reduce production costs, improve profitability and enhance the overall competitiveness of enterprises.

3. China's footwear industry standards were adopted by ISO, and substantive breakthroughs were made in the formulation of international standards

On November 2009, 11, at the annual ISO/TC18 meeting held in Madrid, Spain, the drafting motion of "Test Methods for Footwear Tops, Linings and Liners - Antibacterial Properties" proposed by the China Footwear Standardization Technical Committee (SAC/TC216) was approved by the Technical Committee and became the best of the standard, and undertook the formulation of 305 ISO standards; At the same time, the China Footwear Standardization Technical Committee (SAC/TC7) became an observer of CEN/TC305. This is China's *** participation in the formulation of international footwear standards and becoming the ***.

Thanks to the establishment of standards, the scale of China's shoe exports has maintained a high level in recent years. In 2017, China's shoe exports were 96.43 billion pairs, and the shoe export value was 456.60 billion US dollars.

Third, the analysis of unfavorable factors in the development of the industry

1. Extensive growth mode and low-level expansion reduce the quality of industry development

Small enterprises independent innovation ability is not strong, brand building is at a low level, the beginning of the scale of enterprises rely to a large extent on foreign trade and OEM processing, these enterprises have not yet established their own brands and channels, product added value is not high, and often use vicious price competition to participate in market competition, its extensive growth mode and low-level expansion reduce the overall development quality of the industry. Shoe material manufacturing enterprises also have the same problem, adopting vicious price competition to participate in market competition, affecting the overall development quality and profit level of the industry.

2. The brand innovation ability is not strong

Although well-known enterprises in the industry have the advantages of R&D design and channel management, and the gross profit margin level is relatively high, the overall profitability of the industry is weak, most of the enterprises have weak brand awareness, imperfect marketing network, lack of sufficient funds to invest in R&D and design, and often adopt a follow-up operation model, which has adversely affected the overall image and brand promotion of independent innovation enterprises in the industry. Chinese footwear enterprises lack a perfect designer training mechanism, and it is difficult to break through product design standards and personality styles.

3. Rising labor costs

The footwear industry is a labor-intensive industry, and labor costs have a greater impact on the operating costs of the footwear industry. In recent years, China's labor market has seen a shortage of effective supply, and labor costs have increased year by year, which has caused certain adverse effects on the footwear industry. In 2017, the average salary of China's manufacturing employees has reached 64452,<> yuan.

4. Small and medium-sized enterprises have difficulty in financing

At present, the financing difficulties of small and medium-sized enterprises are one of the most important factors restricting the development of enterprises. The development of small and medium-sized enterprises basically relies on their own funds, and only relying on their own funds can not meet the rapid development of enterprises, resulting in enterprises in a disadvantageous position in the fierce market competition, market competitiveness continues to decline, and the benign competition of the entire footwear industry has an adverse impact.