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2012, Eight Wind Vane In Luggage Market.

2012/2/23 13:23:00 85

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2012 Market Trend For Luggage And Bags

When the end of 2012 came to the end of the year, the French fashion week's "snake skin bag LV" entered the eyes of the Chinese people. In addition to the immediate condemnation of Fang Zhou Zi's flow, people at the same time had a lot of talk after dinner. In fact, the "Chanel of the basket basket" had been greatly surprised by the early years ago. So the old fashions really made the author somewhat hold.

However, judging from the total volume of domestic luggage market and the vigorous growth of upstream and downstream enterprises, the industry has begun to diversify along with the increasingly sophisticated market structure.

If we say that from the original snake skin bag to the Yellow satchel to complete the liberation of the old society, then the cowboy shoulders back to the handbag is defined as the reform and opening up; the first thing must be culture followed by the market, and we can not easily define the present market as a product pronoun.

Since then, it has become increasingly fierce that the Chinese people who purse and drum up their love for luggage, especially luxury luggage, are more willing to believe that they are a blind obedience to the quality culture of foreign countries, but not their own value.

So in the domestic media and public relations institutions play a lot of duty-free, super A, year-end price reduction, overseas purchasing and other terms, at the same time, Chinese people in the completion of the purchase process is how to think?

2012, the doomsday existentialism has evolved into the end of the day. The consumption concept and doomsday enjoyment theory will eventually be shattered. With the essence of rational return, the rational development analysis of luggage industry is more important. The author engaged in the industry's production, processing, foreign trade, logistics and operation for many years, summed up the following points, and began to laugh at the readers.

1. Shoulder bag

market

A new force suddenly rises

Backpacking has been a long way from campus to society, and has been in the market for many years. Actually, it is distributed from the original clothing category. Backpackers are synonymous with luggage market for a period of time.

At that time, the definition of pull rod box and briefcase was actually another term -- leather goods.

Although the total market volume of backpacks in China in 2011 was 25 billion yuan, which accounted for 26.5% of the total luggage category 94 billion 170 million yuan, but followed by the sudden emergence of the single shoulder bag market, accounting for 17.19%.

With the ups and down of the trend of Europe and America, the backpacks have been devoid of design, fabric and style.

A large number of manufacturers and designers began to develop the backpack market.

Among them, there are many famous brands, such as Louis Weedon, Gucci, Chanel, Hermes, Prada and so on. In early 2012, they have held an unprecedented road show. There are also some brand names: for example, the Chinese doll with strong Chinese style, the Disney\ Hello Kitty of the children's wind, the Betty of lady's wind, and the Timbuk2 of the street breeze.

Timbuk2 messenger bag

These brands will not cut corners in fabrics, logistics and so on.

Thousands of dollars of a backpack, even entry-level equipment.

Of course, new products may also lower their social status in expanding new territories.

Take the Timbuk2 (United States), known as the originator of the messenger bag, for example. After entering the Southeast Asian market, after successfully occupying Tokyo, Seoul and other cities, it aimed at the Chinese market and some low and medium price routes. But for ordinary consumption, the price is still high. For example, a mid shoulder shoulder bag price is around 1000 yuan.

Timbuk2 messenger bag

Relative to existing domestic

brand

Almost half of its price is prohibitive for many consumers, and perhaps because of this, many petty bourgeoisie are flocking to it.

All in all, 2012 wind vane 1, single shoulder back - rise!

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Two, candy hard box leads the coquettish.

With the introduction of false doomsday and media advocacy, people's inner agitation is shown as a hint of excitement and exaggeration in the purchase experience. The author finds that although black and white are still at the forefront of fashion, compared with previous years, the bright colors (bright green, red and bright yellow) are still in the forefront.

And mixed colors (Bohemia wind, British wind...

It is loved by young people, and the luggage market is no exception. Similar manufacturers, such as diplomats, Samsonite, tie tat, brix and Carlton, have thrown out bright coloured boxes. A series of bright colors and a traditional black canvas pull rod box are placed together to judge the market. No wonder even if the price is higher, there are many followers.

Bright box of seahorse

On a trip through Hongqiao, Shanghai, a more than 20 year old girl bought a bright coloured box of five colors in a well-known luggage shop. It really made people feel ashamed.

But some people do not catch cold because they have travelled for quite a long time, and history tells him: 1, the hard box is easy to fail; 2, the surface scratches easily; 3, does not resist frost, causes the environment temperature to be lower than -15 degrees, the direct cracking phenomenon and so on.

However, my instinct is to buy products that are too cheap at a price, and a pull rod box with a value of more than 500 yuan is usually tested before the factory, such as low temperature anti freezing, pressure, roller, weight bearing, high altitude fall and other violent tests (video link address http://www.tudou.com/ programs/view/ejBgnQBwe8k/).

This is no longer the case but the artifact. I don't think the 2012 boats need to be boarded directly.

Jokes are jokes, but it is not difficult to find that the technology level of the pull rod boxes has been greatly improved. The 100 and 1000 pieces of goods on the material and technology are no longer the same.

Of course, I mean, you are not being cheated.

Three, massive influx of international brands

First of all, international brands and international brands are two different things. Looking back on the recent five years of these international brands taking over in China, it is absolutely a naked economic robbery. Even a lot of ambitious brands in China are also worshipping foreigners in this flood. There are many brands such as Da Vinci, Edison and so on who sell their dog meat half baked and half baked.

Against this background, it is difficult for many consumers to distinguish between international brands and domestic brands.

How can consumers choose a genuine bag in the rough stream of commodities? Remember, I just want to let you know: not every foreign brand is printed, nor is every foreign product a big brand, not every big brand has reliable quality and reputation guarantee.

Therefore, in 2012, faced with surging international brands, both luggage and any product need to be examined and judged rationally.

I understand that a bilateral trade enterprise specializing in the management of luggage and bags in China has been to many countries and talked about many brands. When the pnational sales system is maturing, many upstream manufacturers are also throwing their olive branches to them. Seeing that they are getting bigger and bigger, they find that the products they offer are really mixed. After a market melee, not only did they lose a lot of money, material and manpower, but they also almost died.

Because Chinese people have an old saying since ancient times: a rat droppings broke a pot of white rice.

Those unsophisticated brands often do not have perfect after-sale and poor logistics, resulting in frequent discontinued products, numerous imitation products, serious plagiarism, small quantity of replacement parts and trouble.

As a result, you need to waste more energy to make up for lost; the luxury consumer group of luxury goods is so clear that people are bound to take the risk to seize the middle end market. However, it is hard to remember a name, especially in the impetuous social situation.

But I also think that after all, things are done by human beings, so long as they exist, they are possible.

What's very good is Wenger, Briggs&riley, Worldtraveller, tower and seahorse.

Wenger pull rod box SAX869710197054

Walt Disney and other brands have made great progress in pulling rod boxes, and even China's regional market has become a global benchmark, which is also unthinkable when it first came in.

Therefore, the heavenly heavenly leaders will be willing to take care of their products, so that they will sell and sell their products one day, if they do their best to create and manage the market with a better product appearance and better credit system.

Four, high-end

Luggage and bags

Choice of diversification

Luxury is not the same as high-end. Here we talk about the high-end, we understand the practicality + brand premium + design fee, and luxury is just a brand premium. I can no longer see a second reason why a cowboy sells more than a hundred thousand, so there can be a train of cattle.

In fact, David ogway said, "don't treat consumers like fools, but be your wives."

With the gradual awakening of the whole ideology of society, people can buy a luxury bag all day long, but they can never tolerate a bag with the same pattern in the party.

Especially for women, this time of disappointment is much more than the psychology of comparison.

In this way, there are many brands such as Paul Smith, Huco Boss, Marc Jacobs, Miumiu, Celine, Kisi high-end bags.

Worldtraveller pull rod box

Most of them do not follow, innovate and become unique.

You can distinguish them from other bags from 30 meters away, for example, the Kisim original designer wind. It always knows the truth of "less is more". Its handbag is placed on the table. Many people think it does not have any modified pieces of broken leather. If you cling to your nose at this time, you will be looked at innumerable.

Only when we go into the world can we know that there is something else. The selection of materials, workmanship, and subtle dark prints all involve designers' painstaking efforts.

They are worthy of the world's first-class luggage brand.

Of course, the people who choose them must also match their marketing route, low-key, high-end and outstanding.

2012, some of these brands will also aim for China's coastal cities and high-end groups.

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Five. Functional travel equipment comes into play.

What is a functional bag? A simple example -- camera bag, racket bag, computer bag...

You may have heard it, but people often overlook outdoors, leisure, sports, mountaineering, waterproofing, cold resistance and other functions of the luggage, compared to these categories and scope of luggage and requirements are much more than functional bags alone! Before 2005, Chinese people did not pay attention to functional bags, and did not distinguish them.

One package and one pull rod box are all done.

Many years ago, the writer often met with a cowboy bag carrying a briefcase on his back. It was quite similar to the postmodern trend of wearing a suit and pedal shoes.

A few days ago, I also saw the honorary professor of Peking University in the other day, and the whole country took out her luggage and went out to bask in the sun. Mrs. Kuo was so strong that a briefcase and a pull rod box were all ready to make a tour of the province. Then I could only define his interprovincial travel as a commercial work. ""

In fact, as early as 2000, the pioneers of functional luggage and equipment have been working on the Chinese market. The earliest category is the picnic kit, and then gradually became a separate pie. Now it is probably everyone who lives, such as Sanfo, Longhang, Robinson and so on. Most of them are acting as international brands: The North Face, Eagle Creek, Jack Wolfskin, Columbia; of course, these brands make strict distinction on the product itself in each category attribute, and customize products according to the requirements of the travel environment.

譬如一個極地探險對于箱包和衣物則都要考慮：低溫抗寒、防水防凍、透氣保暖、內袋區隔、背負重力、應急求生等諸多功能;拿Eagle Creek(美國)這個品牌來講它的優勢是實用(內袋區隔科學合理，形體小但是容量大)、輕便(一個20寸的背包，總質量不會超過三枚1元硬幣，已經是同類型產品的極致了，你知道旅行過程中當包裹變成包袱是多么悲劇的一件事情)，最后它才是美觀(年輕注重美觀，這個無可厚非;所以他在北美地區銷量要遠超同類產品的幾倍之多，成為背包客的旅行包之王，暗合當年艾森豪威爾的一句話：如果想讓年輕人都來當兵，就把軍裝設計得酷一點，包也是一樣的道理)。

Six, category products enter the field of vision.

As for the definition of travel, a well-known bag seller in China saw a slogan: "traveling out is a journey, with eyes full of scenery."

I understand it as a two level definition - 1, travel makes travel more meaningful; 2, travel is the round-trip process between home and destination.

According to this travel interpretation, it can be distinguished from different dimensions; according to the distance of travel, it can be divided into: long, medium and short; according to the travel tools, it can be divided into: hiking, cycling, self driving, train, aircraft, etc. according to the number of trips, it can be divided into: single, lovers, family and team; according to the destination span, it can be divided into: inter city, inter provincial, international, intercontinental and global; according to the consumption level, it can be divided into: economy, standard, luxury, and so on. There are so many dimensions.

So, should we also make products that match the category of travel, then you are sure to read this way, so I do not want to buy a room bag? I am not an extreme consumer crazy, do not advocate extravagance and waste.

But according to experience, even if you are a man, you must not have only one set of travel articles.

Eagle Creek Travel portfolio

Four not as exaggerated as the four seasons clothes, but at least let your travel do not become a failure of other people's beautiful landscape.

According to their travel preferences and frequency, it is very necessary to choose a set of functional travel equipment for business, outdoor and leisure.

And when you buy good products, even if they are idle, they can be placed as easily as folding bicycles.

So many products, I think the most economical (note is not the cheapest, an unprofessional bag or pull box may be as long as 100 pieces, but its quality flaws can ruin your trip, so even 100 yuan, it is also expensive) way, is to find several professional travel equipment suppliers online customer service ask.

Their specialties come from familiarity with brands, and you are half a household after three goods.

Fortunately, many Internet operators are now offering corresponding one-stop solutions. I believe that some DIY equipment will be provided in 2012. At that time, people only need to choose different dimensions according to their own travel plans, and there will be a complete set of Raiders, not just equipment.

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Seven, counterfeit fakes are at the end of the road, and orderly competition is the highlight.

There is a saying joke: in China, only mothers are real, and fathers may be false; because early years ago, domestic Shanzhai and fakes were rampant, making many international brands terrified by the mainland's mainland, and Chinese imitation ability was not generally strong.

Taking the knapsack of the brand of the Swiss Army knife (Wenger /wenger), the domestic workers of large and medium-sized cities are most fond of their design, simple and generous, and highly functional and durable for business trips. However, Swiss Army knives bags are everywhere in the streets, almost 60% of them are cottage or fake products, while 80% of consumers are not aware of them. These brand names are far from the Genuine Swiss Army knives bag from the marketing package or production process. In 2012, with the continued strengthening of bilateral trade and the gradual penetration of foreign brands into the market, this situation will change.

The further development of authorized processing, the further development of factory buildings, the further strengthening of channel management and government regulation will make them safe.

Of course, the author thinks that fake goods and Shanzhai are two different things in strict sense. These crude products can be completely avoided as long as consumers pay attention to the purchase process or understand the simple knowledge of the original brand online.

The author has no intention of selling here, and then take the Swiss Army knife (Wenger /wenger) for example. There are more than 300 stores in China under the distributor line, with a fake bag in the shop to repair it. Without saying a word, it will be buried in the works. After finishing it, I will tell you that this is a fake and hope to support more of their products.

The foreigner is also talking about human feelings.

Give me one!

Eight. The development mode of joint trusteeship has been developing rapidly. The Chinese style "good joy" has been born.

Luggage is not like clothing, shoes and hats, food industry. This category is not the largest part of commodity trading share, but competition is still fierce. Especially in a very homogeneous market environment in China, there is a saying that "one tree is hard to become a forest", so there are three streams and four streams of brands to kill the normal price.

Once all industries have come to the price war, there will be no second way out except for shuffling. Of course, if we want to survive in today's capital strategy, we must learn to learn from others.

Its advantages are naturally self-evident, increasing the market competition of single brand, expanding the impact, reducing the cost of targeting channels and spreading goods, which is similar to the European Union's introduction of a unified currency, the euro, against the US dollar in the global financial war.

We call this mode "joint custody operation". This mode is very popular abroad, not only in the luggage industry, but also in the shoe industry, such as "happy buy", "Amazon" in the book industry, and "WAL-MART" in the retail industry are all examples of joint operation.

With the influx of international capital in the domestic financial market, more advanced ideas and models are being copied constantly. Can it be successfully copied? No one can tell them well. For example, the first case of the grand wow gate was the first time that the joint operation was seriously provoked in China.

Will the joint operation of the luggage and package industry also encounter the embarrassment of "raising a child, running away from home, failing to keep children well, wasting money and materials"? Fool believes that the relationship between joint operation and brand is a kind of symbiotic coexistence and mutual relationship. If we standardize operation and honesty, we will make the joint brand a truly rooted and market, a large tree of Ezawa's consumption audience and steady growth in brand value, even if the children who go out, there will be a day of return.

I once read a joint operation of micro-blog, the same industry, Ms. Kong (who happens to be a leading joint venture in the industry): to be an enterprise, we must have tactics: one should not touch the stones with eggs, two, we must unite and unite all forces; three, no matter how hard it is to persist in living!

In 2012, it was still chilly, and the domestic luggage market was very popular.

There are fish, there are tools, there is a collection of needle, there are also pleasant and enmity, in short, this is a big cake, but also a big chess.

You can get a good cake if you play a good game.

Of course, if you really believe in the end, then it's not far away from the freshmen.