Resilient Wenzhou Rubber Shoes Go Global

Published: Fall 2023

Author: Zhong Xiyue

Xianjiang Town in Ruian City, Wenzhou, stands as China’s largest rubber shoe production hub, exporting footwear from a small town to destinations worldwide.

The rubber shoe, also known as the canvas shoe, emerged in Xianjiang Town, Wenzhou, gaining recognition for its distinctive features like the bottom part and the upper part in the late 1990s. It has successfully captured international markets with professional and large-scale production, diverse styles, and affordable prices.

An employee showcases recent best-selling rubber shoe styles for overseas markets in the factory's sample room, Sunday, Nov. 26, 2023. [Photo/ Zhong Xiyue]

Xu Jiefeng, a 48-year-old factory owner, is one of the witnesses to the industry’s development. His factory mainly exports shoes to the United States and Eastern European countries, including Italy, the Czech Republic, Poland, Serbia, and a smaller portion to Africa. “Orders range from hundreds to hundreds of thousands of pairs, with an average unit price of around 50 yuan,” he said.

The factory tailors specific solutions for clients to meet diverse demands. For instance, clients from Europe and America prioritize style and comfort, prompting a focus on design. While some clients from Africa emphasize affordability, leading to the creation of cost-effective rubber shoes priced at 10–20 yuan. “Once, an African client sought cost savings in sea freight, even opting for no shoeboxes. We densely packed the shoes, filling the entire container,” said Xu.

Xu Jiefeng communicates with the factory’s designer to confirm the preferred style of shoes requested by the customer, Sunday, Nov. 26, 2023. [Photo/ Zhong Xiyue]

The rubber shoe cross-border trade in Xianjiang faces significant challenges due to the pandemic. Global supply chain disruptions, transportation restrictions, and policy-driven lockdowns in 2022 have resulted in delayed or canceled orders, impacting both production and exports. Additionally, the economic downturn in many countries and a contraction in market demand are intensifying competitive pressures on the rubber shoe industry.

In response to the current situation, some rubber shoe factories are taking flexible measures, such as innovating design and exploring new market demands through e-commerce. “Seeing challenges as opportunities,” said Jin Duhua, owner of Penghua Footwear Company.

Penghua Footwear Company’s anchors conduct e-commerce live streaming through TikTok, Sunday, Nov. 26, 2023. [Photo/ Zhong Xiyue]

Jin seized the e-commerce opportunity, notably among the 40–60 age group, as their

smartphone usage surged during the pandemic lockdowns. His shoe factory specially launched lightweight rubber shoes suitable for middle-aged and elderly people on platforms such as TikTok. The factory exports approximately 7,000 pairs of shoes daily, showing a growth of 35 percent compared to pre-pandemic.

“The market is constantly evolving, and I see this as a reshuffling,” Jin said. “With products

and services good enough, recovery will happen gradually.”