With the increase in consumer brand awareness, with the growth of my country's footwear demand market, footwear manufacturers with brand awareness will also enjoy the increased 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, my country’s footwear industry has entered a relatively stable stage of development, and has formed a complete and mature industrial chain to fully meet the needs of upstream and downstream connections and supporting production. At present, my country has formed four major shoe industry cluster development states. One is the Guangdong shoe industry base represented by Guangzhou, Dongguan and other places, which mainly produces middle and high-end shoes; the second is Zhejiang shoe industry represented by Wenzhou and Taizhou. The base mainly produces mid-range shoes; the third is the western footwear base represented by Chengdu and Chongqing, which mainly produces women's shoes; the fourth is the footwear production base represented by Fujian Quanzhou, Jinjiang and other places, which mainly produces sports shoes. The industry cluster has mature production technology and related supporting links, which can effectively reduce production costs and increase profitability to enhance the overall competitiveness of the enterprise.

　　3. The Chinese shoe industry standard was adopted by ISO, and a substantial breakthrough was made in participating in the formulation of international standards

On November 18, 2009, at the annual ISO/TC216 meeting held in Madrid, Spain, the China Footwear Standardization Technical Committee (SAC/TC305) proposed the drafting motion of "Shoe uppers, linings and insoles test methods-antibacterial properties" Obtained the approval of the Technical Committee and became the *** of the standard, and undertook the formulation of 7 ISO standards; at the same time, the China Footwear Standardization Technical Committee (SAC/TC305) became an observer of CEN/TC309. This is the Chinese government's participation in the formulation of international shoe-making standards and become a government.

　　 Thanks to the establishment of standards, my country's shoe exports have maintained a relatively high level in recent years. In 2017, my country's export volume of shoes was 9.643 billion pairs, and the value of shoe exports was 45.66 billion US dollars.

　　 3. Analysis of unfavorable factors in industry development

　　 1. Extensive growth methods and low-level expansion have reduced the quality of industry development

Small businesses are not capable of independent innovation, brand building is at a low level, and companies that are beginning to take shape rely on foreign trade and OEM processing to a greater extent. These companies have not yet established their own brands and channels, their products have low added value, and often use vicious Price competition participates in market competition, and its extensive growth method and low-level expansion have reduced the overall development quality of the industry. Shoe material manufacturing companies also have the same problem, adopting vicious price competition to participate in market competition, which affects the overall development quality and profit level of the industry.

　　2, the brand innovation ability is not strong

Although well-known companies in the industry have advantages in R&D design, channel management, and relatively high gross profit margins, the overall profitability of the industry is relatively weak. Most companies have weak brand awareness, imperfect marketing networks, and lack sufficient funds to invest in R&D. In the design, the follow-up operation model is often adopted, which has an adverse effect on the overall image and brand promotion of independent innovation enterprises in the industry. Chinese footwear companies lack a comprehensive designer training mechanism, and it is difficult to break through the product design level and individual style.

　　 3. Rising labor costs

　　 The shoe industry is a labor-intensive industry, and labor costs have a greater impact on the operating costs of the shoe industry. In recent years, my country’s labor market has seen insufficient effective supply, and labor costs have increased year by year, which has a certain negative impact on the shoe industry. In 2017, the average salary of workers in my country's manufacturing industry reached 64452 yuan.

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

　　 The current financing difficulties of SMEs 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 relying solely on their own funds cannot satisfy the rapid development of enterprises, resulting in enterprises being at a disadvantage in the fierce market competition, the market competitiveness continues to decline, and the healthy competition of the entire shoe industry To adversely affect.