Jinjiang City is located on the southeast coast of Fujian Province. It has a total land area of 649 square kilometers, a 110 kilometers coastline and is only 5.6 nautical miles from Jinmen Island, Taiwan. Jinjiang's local population stands at 1.03 million. In addition to this, the city is also home to over 2 million compatriots from Hong Kong, Macao and Taiwan. This is why there are said to be 3 million Jinjiang people both in and out of mainland China. In 1992, Jinjiang was upgraded from county to city level, following this it was officially ranked as a medium-size city by Fujian Province in 2001. Furthermore, it has also been honored with the title “China Shoes Capital” Jinjiang continues to top Fujian Province in terms of economic strength and also ranks in 6th place among the nation's top 100 county (city) economies for basic competitiveness.

The shoemaking industry is one of Jinjiang's traditional strengths, and can be said to be the city's specialty. At present there are more than 3000 shoemaking enterprises in the city, with the total number of workers in the industry exceeding 350 thousand. These enterprises produce more than 0.95 billion pairs of shoes per year, with a combined annual production value of RMB 30 billion. The city produces 40% of China sneakers and sports shoes and 20% of the global total. Since the reform and opening up of the nation, the shoemaking industry in Jinjiang has made great efforts in brand strategy and successfully kept itself in the top position in regards to brand possession, including: Chinese Famous Trademarks, Chinese Famous Brand Products, Chinese Famous Export Brands and China Top 500 Valuable Brands. Jinjiang is now the most concentrated and energetic key area of shoe brands in China.