Abstract: The positioning of footwear products in China is vague, and the product market is rarely subdivided in the process of independent brand building and brand marketing. The empirical research methods such as questionnaire survey were adopted in this work, in which the consumer demand difference was emphasized and the consumers' emphasis on different attributes of brand shoes was taken as the starting point. Through cluster analysis, four types of market segments, including "quality", "value", "pleasure" and "price", were obtained and the characteristics and market size of each market segment were further analyzed. The results obtained in present work could guide shoe-making enterprises to conduct product research and development, design marketing strategy combination and carry out accurate market positioning, and thus promote the construction of independent brand of footwear products.