SINCE 1999
Meike is a comprehensive sports goods enterprise integrating mold development, research and development, production, and sales of footwear materials, shoes, and apparel in the sports and leisure category.
Fujian Meike Leisure Sports Goods Co., Ltd. (hereinafter referred to as Meike) is a comprehensive sports goods enterprise integrating mold development, research and development, production, and sales of footwear materials, shoes, and apparel for sports and leisure activities. Founded in 1999, Meike is located in Jinjiang City—the leading of China’s three major shoe-producing centers. The group company’s operational headquarters is situated in Chen’ao Town, Jinjiang City, Fujian Province—a renowned shoe manufacturing hub.
Meike boasts a garden-style production facility spanning hundreds of thousands of square meters, equipped with a wide array of advanced footwear material production equipment and modern shoe-making assembly lines. With a production team of over 1,800 employees, the company has an annual production capacity of 9.5 million pairs of shoes. In addition, the company has established a product quality assurance system, set up a world-class testing laboratory, assembled a quality control team of approximately 58 members, and introduced cutting-edge testing equipment to conduct rigorous supervision and inspection throughout the entire production process.
Corporate culture
Meike is an active advocate for social公益 initiatives and sports. While enhancing its own strength and brand value, Meike bravely shoulders social responsibility, faithfully fulfilling its duties as a corporate citizen and repaying society with integrity and gratitude. Taking “improving human lifestyles and enhancing the quality of life” as its corporate mission, Meike’s team is committed to spreading the philosophy of “Sport at Every Moment, Happy Meike” to every consumer, striving to become “a fashion lifestyle advisor for target consumers.” This is Meike Sports’ vision for the future and for the company itself.
Corporate Mission
Guided by the business philosophy of "sustainable management, robust growth, pioneering innovation, and harmonious win-win cooperation," Meike strives to create a fashionable, casual, and trendy lifestyle for society and its target consumers. We aim to infuse our own leisurely and stylish vibe into everyday life, bringing a touch of fashion to ordinary, down-to-earth living and making ourselves pioneers in the fusion of leisure and trendiness. Life originates from nature and from fashion trends—let Meike become the nexus where nature and fashion converge, and the fashion lifestyle advisor for our target consumers.
Consumer Group
Consumer group
Target consumer group:The fashionable and expressive younger generation has its own distinct personality and convictions. They are passionate about life, eager to embrace and unleash their youthful energy. They’re individualistic, wise, ambitious, boldly expressive yet grounded and composed; they exude sophistication while remaining true to their authentic selves. They savor life, live joyfully, and relentlessly pursue their goals with an unrelenting spirit of progress.
Product Style:The Meike brand’s product style—vibrant, colorful, dynamic, energetic, and health-conscious—primarily embodies a positive, uplifting, and sunny attitude toward life. Through dazzling colors, cutting-edge fashion design, a sense of technological sophistication, and an emphasis on material textures, Meike offers its core consumer base a diverse and vibrant lifestyle that highlights a future full of hope.
Development Strategy
Relying on our products, we promptly track and grasp market trends; guided by the market, we align with the fashion footwear and apparel needs of our target consumers, promoting a healthy, fun, and sunny lifestyle. We are committed to doing our utmost to establish "Meike" as an outstanding casual fashion brand. With terminal marketing at the core and service enhancement as our foundation, we strive to bring joy and sunshine into every single day.
Class A Enterprise
Tax credit Grade A enterprises have been recognized by the General Administration of Quality Supervision, Inspection and Quarantine as nationally exempted inspection products.
Brand endorsement
Meike deeply understands the principles of brand development and has teamed up with world-class table tennis stars, Luo Zhixiang, Stefanie Sun, and Fu Mingxia. Focusing on happiness as the core value proposition, Meike has effectively integrated its brand resources to create a public image of Meike as a joyful, sport-oriented lifestyle brand that is widely recognized and highly regarded by consumers.
Brand Interpretation
The MEIKE brand is not merely a logo—it carries far greater meaning and evokes deeper associations. MEIKE: beautiful, fashionable, and energetic—every moment counts! Since its inception, MEIKE Sports has actively promoted the philosophy of healthy living and a positive outlook on life, spreading the concept of “happy sports” to every consumer.
For a long time, Meike has been deeply rooted in the market, building its brand image by sponsoring professional sports events and concerts featuring idol stars. Its collaboration with the International Table Tennis Federation has further cemented its brand image in the hearts of consumers.
Happiness Above All else
Brand Vision:Become a leading brand in casual fashion and a trusted advisor for everyday stylish living.
Consumer personality:Pursue fashionable individuality and enjoy a refined, wise lifestyle.
Brand attributes:Leisurely living, trendy and fashionable, joyful and ambitious.
Brand Proposition:Happy, beautiful, and stylish.
Brand proposition statement:Healthy and vibrant, brilliantly colorful, dynamic and forward-looking.
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