Since the launching of the first Jinjiang shoe culture Animation Competition in the "Xi De Long" cup, it has not only attracted the attention of students, but also attracted the attention of Jinjiang brand shoe companies. Respondents generally believed that such activities in Jinjiang would be helpful to the spread of shoe culture. Wu Xiaxiong, brand manager of gold lake sporting goods Co., Ltd. believes that in the eyes of outsiders, Jinjiang's brand shoes are more commercial in nature. And this kind of activity can enhance the culture of Jinjiang shoes in the commercial sense, and culture itself is easy to spread and inherit. Yan Ya Jia, the brand director of Quanzhou Huanqiu shoes and Garments Co., Ltd. believes that the key to successful activities depends on how to guide students. "After all, shoe culture is a rather vague concept. If you emphasize the shoe culture only to students, it is difficult for them to create. There is no entity to refer to. The organizers should promote the concept of "shoes culture" in the early stage, so that students can better play when they create.