There's a lot of footwear industry in Cibaduyut which not only have stores and workshops in Cibaduyut area but also sell their products through websites and catalogue. Stores and workshops still have reseller customer that doesn't have direct access to the internet. Resellers usually have a catalogue to make it easier for buyers to choose and buy products. Websites also help. Consumers don't have to come to Cibaduyut Bandung in person, they can visit the store's website and then place an order through the internet and paid via online banking or made a payment through the bank. This research is using combine methods of qualitative and quantitative. This research is using survey method and content and descriptive analysis. Survey was conducted to online stores which sell Cibaduyut's products. The results show that shops, workshops, catalogues and websites are part of Cibaduyut's marketing strategy to enhance sales and to face global competition. All Cibaduyut's products are made from leather, in fact it has become its unique characteristic. Artisans are using used leather to produce low cost competitive product. The target market for the product is coming from middle to low social class. This marketing strategy implemented by the Cibaduyut's businessman has been successfully made them survive in the era of global competition.
Key words : Cibaduyut's shoes, hyper competition, online store, marketing strategy