In the 1990s, Putian's shoe leather industry developed rapidly. By the 10th anniversary of Putian's founding in 1993, there were more than 100 shoe leather companies, producing more than 100 million pairs of shoes every year, and exporting more than 1,000 varieties. species and sold to 30 countries and regions. The technical strength and management level of Putian's shoemaking industry also matured during this period. It has developed from only producing cloth shoes and leather shoes to producing high, medium and low-grade sports shoes in a wide variety of designs and colors, which are very popular among merchants. Among them Sanlu, Leibao, Nike, Adidas and other famous sports shoes are the most famous and best-selling ones.

But Putian Shoes’ leading advantage in the country was quickly broken. Today, Jinjiang, which has only been a county-level city for 17 years, has a total footwear industry output value of 39.5 billion yuan in 2008, far surpassing Putian. It also has 8 national-level brands, accounting for 80% of the total number of Chinese famous brands and well-known trademarks of similar products in the country. When the Jinjiang brand became famous across the country, among the nearly 200 large-scale shoe companies in Putian, there were only two national-level brands. Compared with more than 20 years ago, although the scale of Putian's shoe industry has been expanding day by day, the industrial structure has not undergone fundamental changes, and the "processing with supplied materials" model continues to this day. The difference is that in the past, Putian shoe companies made OEMs for foreign brands, but now many of them are OEMs for brands from neighboring Jinjiang.

For a long time, the industrial chains of Putian's shoemaking industry and textile and clothing industry have not been perfect enough, which has caused great constraints to the development of the industry. Purchasing raw materials from other places not only costs huge amounts of labor and freight, but also often affects the timely and full completion of orders. Take sunflowers, which are common accessories for women's shoes, fashion shoes, and casual shoes, as an example. Putian shoe companies purchase them from Dongguan, Guangdong, and each sunflower costs 1 yuan. If you can order them locally, it only costs 0.2 yuan.

Since the beginning of the new century, Putian people have continued to call for revitalizing the glory of the "Shoe City", and government departments have also made great efforts to support the development of shoe industry enterprises. New forces are growing rapidly, and their market influence at home and abroad continues to increase. In 2008, Putian City was awarded the title of "China Footwear Export Base". At the same time, Putian City also supported more than 20 key large-scale enterprises in the footwear industry and uniformly affixed the "China Footwear Export Base" sales company logo on their products. We will use "China Footwear Export Base", "Putian Jing Brand" and other signboards to conduct unified domestic sales operations, and strive to cover the country's sales outlets within three years.

The number of Putian shoe companies is constantly growing, but until 2006, there was no large-scale professional shoe material market in the local area to support the development of the shoemaking industry. Many companies could only go to Wenzhou, Jinjiang, etc. Purchase locally. Putian people gave away the money that could have been guaranteed from raw materials to others.