Abstract: China is the largest footwear producer and exporter in the world. Influenced by labor costs and international trade barriers, the international footwear industry has accelerated its transfer from China to Southeast Asian countries in recent years. With the strong rise of Southeast Asian footwear industry represented by Vietnam, China's footwear industry is facing severe challenges. The article analyses the advantages and disadvantages of the footwear industry in Southeast Asia, and puts forward some countermeasures and suggestions for the development of China's footwear industry: adjusting the layout of domestic and foreign production bases rapidly; strengthening the comprehensive cooperation with the footwear industry in Southeast Asia; expanding the export of supporting products to the footwear industrial chain in Southeast Asia, accelerating the transition and upgrading of the domestic footwear industry, enhancing the control of the international footwear industry, and seizing the commanding position of the international footwear industry.