分野与突围：中国鞋业洗牌期，中小鞋企生存法则——对话升维咨询

Core Viewpoint - The article discusses the significant transformation in the Chinese footwear industry, highlighting a shift from traditional consumption patterns to a focus on comfort, functionality, and health, which reflects broader changes in consumer values and aesthetics [6][10]. Group 1: Market Dynamics - The Chinese footwear industry produced 13 billion pairs of shoes in 2024, accounting for over 54% of global production and 62.20% of exports, maintaining its position as the world's largest producer and exporter [7]. - There is a stark contrast in market performance, with traditional shoe brands facing declining sales while specialized sports brands experience high demand, indicating a bifurcation in consumer preferences [6][10]. - The article notes that many small and medium-sized shoe enterprises are struggling due to overcapacity and a mismatch between traditional business models and evolving consumer demands [11][12]. Group 2: Consumer Behavior Changes - Consumers are increasingly seeking shoes that meet specific needs for different occasions, moving away from the previous model where one type of shoe sufficed for multiple activities [12][15]. - The demand for specialized footwear has led to a clear market divide: generic styles are struggling to sell, while technologically advanced products are in high demand, indicating a shift towards professionalization and high-end offerings in the market [16][18]. Group 3: Industry Challenges - The article identifies three critical disconnects affecting small and medium-sized shoe companies: a structural mismatch between traditional capabilities and new market demands, supply chain issues, and a lack of genuine innovation [11][20]. - Many companies are trapped in outdated operational models, relying on low-cost production and imitation rather than investing in brand development and innovation [18][20]. Group 4: Strategic Recommendations - Companies are encouraged to undergo systemic restructuring, focusing on strategic clarity, capability enhancement, and dynamic long-termism to adapt to market changes [27][39]. - The article emphasizes the importance of understanding unique value propositions and targeting specific consumer segments to create competitive advantages [28][32]. - It suggests that successful companies will be those that maintain a strong commitment to quality, leverage data-driven decision-making, and remain open to learning from other industries [43][44]. Group 5: Future Outlook - The article concludes that the future of the footwear industry will favor companies that can create real, perceivable value for consumers, moving away from traditional competitive strategies based on scale and cost [46][57]. - It highlights the necessity for businesses to innovate continuously and adapt to changing consumer needs, emphasizing that those who can effectively address these challenges will thrive in the evolving market landscape [49][50].