2026 FIFA World Cup boosts demand for Wenling children's shoes

The Wenling Kids' Footwear Hub in Wenling, Zhejiang province. [Photo/WeChat account: wenlingfabu]

Riding the soccer fever surrounding the 2026 FIFA World Cup co-hosted by the United States, Canada, and Mexico, Wenling children's footwear maker Jimi Bear Children's Products Co has seen strong demand for its children's football shoes, with shipments of the product approaching 30,000 pairs this year.

The company is pursuing a shift from contract manufacturing to brand building by expanding its product range. It has developed two main product lines: functional shoes for children aged 1 to 7 years and sports shoes for those aged 7 to 16.

A research and development center in Jinjiang, Fujian province, has also been established to increase the share of original designs, creating a broader product portfolio that includes functional shoes as well as soccer cleats.

The company is also strengthening end-to-end services while developing domestic and overseas markets. Its own-brand products are now sold through counters in multiple locations, while strong repeat purchases from customers have supported further growth.

By moving beyond the traditional model of following market trends, the company has built its own R&D and supply chain capabilities and is pursuing an original-brand strategy. The shift is helping Wenling's footwear industry move beyond price competition and toward higher-value development.