In recent decades, Europe, the United States and other countries have always regarded China as a "world factory". It's indisputable that they generally believe that China is mainly developed on the basis of cheap labor and the vast domestic geographical environment. Although in recent years, the development strength of China's footwear industry has been improved rapidly, the development situation of "manufacturing" of China's footwear industry still exists. Although the pattern of "creation" of China's footwear industry has been gradually emerging, it is obviously not commensurate with the development status of China's economy. What's more, at present, the footwear industry is facing the baptism of the post crisis era. The rising labor cost, the rising price of raw materials, the appreciation of RMB and other trends have been rampant, and the competitive pressure of footwear manufacturing is increasing day by day. These signs also show that it is imperative to accelerate the development of "creation" in order to fundamentally solve the series of problems faced by "manufacturing" of China's footwear industry. 

It is undeniable that the low labor cost, strong processing capacity and preferential policies of China's footwear market have attracted a large number of foreign investment, become the mainstay of global footwear processing and manufacturing and even become an important part of the world's footwear processing industry chain. However, the "manufacturing" of China's footwear industry is dominated by other western developed countries to a large extent in the high-end links such as marketing and brand innovation, which also shows that the share of "manufacturing" of China's footwear industry in the global footwear innovation value chain is relatively weak, and the brand innovation of China's footwear industry needs to be strengthened. Based on the current market situation, the representative shoe enterprises in Fujian, Guangdong, Zhejiang, Chengdu and other major shoe production bases responded quickly and made strategic adjustments, and a series of exploration measures on transformation and innovation were quietly introduced and implemented. Although this has not achieved immediate results, the contribution to the transformation and upgrading of the entire shoe industry is very gratifying. It can be seen that accelerating the transformation and upgrading and cluster development of brands is undoubtedly the most important process for the "manufacturing" to "creating" development of China's footwear industry.

"Brand innovation and cluster development are the touchstone of China's shoe industry." This is a common saying in the market, but it also comes to the point. For example, in order to promote the innovation and upgrading of the brand and the upgrading of the industrial chain of their own enterprises, some shoe enterprises have set up brand information tracking centers, especially in Italy and other shoe-making countries, so as to initially occupy the shoe research and development market, break the traditional Chinese brand innovation thinking, and then pave the way for the brand upgrading and cluster development at home and abroad. Therefore, we can't deny that in the fierce game of domestic and foreign footwear market economy, China's footwear manufacturing must strengthen the communication with the international brand innovation trend, and timely accept the challenges of the international footwear market. For the current "manufacturing" of China's footwear industry, actively turning to the "creative" development of China's footwear industry has become the only way to optimize and upgrade the footwear industry, solve the current predicament of the footwear enterprises, and realize the leap and development of China's footwear industry. It is true that in the future, China's footwear industry will continue to stroll on "manufacturing" or run on "creation". The progress of brand innovation and industrial upgrading is the final answer.

As we all know, "manufacturing" and "creation" are two different concepts. China is a big country in shoes production. We can see the shoes products of madeinchina all over the world, but there are only a few famous brands leading the world. When Nike, Adidas and other foreign sports brands hit the Chinese market one after another, this undoubtedly also aggravates the pressure of the development of China's shoe industry. However, how to make the domestic footwear brand cluster create and rise has become the topic of the whole footwear industry.