First, the industry is growing rapidly, but the profits are declining year by year

　　Authoritative figures show that China produces more than 10 billion pairs of various shoes every year, accounting for nearly 70% of the total global footwear production. China is the world's largest shoe manufacturing base and the world's largest shoe exporter.

　　Second, export growth, but the number of shoe enterprises closed seriously

　　According to the customs data, in 2011, 2012 and the first quarter of 2013, China's total exported footwear products were us $41.72 billion, us $46.81 billion and us $11.55 billion respectively, with year-on-year growth of 17.1%, 12.2% and 27.3%, and the profit decreased by 3.6%, 4.57% and 6.2%.

　　According to the data of industrial and commercial departments, Chinese shoe enterprises write off and close down at an average rate of 35% every year, and most of the shoe enterprises that cannot compete are faced with the critical point of loss, which has been largely eliminated by the market.

　　Third, the footwear industry loss critical point outbreak

　　Supply exceeds demand, quality is made up by quantity, and the average profit rate of the industry declines.Chinese shoe enterprises do not have absolute leading brands, nor do they have a world-class brand.Product assimilation, process assimilation, design assimilation, display assimilation among brands;A large number of regional brands and small and medium-sized brands cannot enter the mainstream shopping malls in China and encounter the bottleneck of survival and growth.Growth in online sales, which account for 15.1 per cent of total footwear consumption, has added to the woes of traditional brick-and-mortar shoe companies.

　　In the next two years, the triple pressure from the international, domestic and e-commerce platforms will instantly disintegrate these small manufacturers without scale. Chinese shoemakers will face a real winter, while Chinese shoemakers are facing many difficulties, and they also usher in a higher-level development mode.China's shoe manufacturers should seize the opportunity to adjust the industrial structure and change the development mode to ensure the sustainable development of the factory.