China's Luggage Manufacturing Enterprises Get Caught Up In The Myth Of Making Brands

Recently,

And Japan

The most expensive backpack sold by Teng Yuan Hao was sold out within 1 hours of opening a limited store.

Recession, and buy bags?

As a great man once said, nothing in the world can't be solved by a bag. If there is one, buy two.

For example, the British supermodel Christina Estrada divorced hundreds of millions of Saudi Arabia chiefs. In the claims list, the supermodel proposed that she would spend 58 thousand pounds a year to buy two.

A handbag, 23 thousand pounds to buy 6 casual handbags, 35 thousand pounds to buy 10 handbags.

Apart from limited products and lace news, the reality is that many big bags are not sold well before.

International investigation agencies have voicing their voices. This year, in addition to the Burberry, which was "cut down" due to Britain's retreat to Europe, the number of big brands such as LV and Prada dropped rapidly.

When international brands are worried about the "fat and thin" of the top of Pyramid, China's luggage manufacturers are caught up in the myth of brands: instead of doing nothing, they should do exactly what they should do.

In the era of farewell processing, the establishment of an independent brand suited to the consumption of Chinese people has long been the consensus of luggage enterprises.

In Jiangsu and Zhejiang, it is not new for a small processing enterprise to own two or three independent brands.

Lin Guoliang, general manager of Pinghu Yu Li luggage and bags Co., Ltd., has always been thinking about this brand dream. "10 years ago, we tried to make a fashion casual bag brand, but failed.

At that time, it was too reckless to find 5 designers from Guangdong, as well as a group of marketing teams and production teams.

Money is not spent but there is no core product. "

Today, "one hundred percent is doing foreign trade," he also frankly, to do foreign trade can live, but in the long run, brand is still the inevitable development of the market.

"Long-term cooperation with fashion apparel brands like CK, the ability of independent research and development and design level, is the advantage of our pformation into independent brands."

Now, Lin Guoliang is carrying out second brand attempts with his team.

With his warning, he regards market research and product positioning as the top priority.

"This autumn is our second time to take part in CHIC. The aim is to explore the market.

We launch the concept of "box + package", on the one hand, to see whether the market can accept it, and on the other hand, we hope to cooperate with domestic clothing brands.

Many ODM factories, which rely on foreign trade market to accumulate capital, are looking to break the imbalance between foreign trade and domestic sales.

At the same time, the phenomenon of homogenization of domestic products has also alerted the industry to make the brand "self".

Evolution theory of products and channels

Xu Lu, manager of commodity Department of Yichang trade (Shanghai) International Trade Co., Ltd., she sees the light luxury market in China.

In her view, urban white-collar workers value individuality and have a liking for a bag full of design sense. The GABS brand returned by the agent from Italy is marking the main consumer group of this lightweight luxury bag.

"For example, the biggest selling point of GABS is the use of a package, and a bag can adjust to the three different occasions through the adjustment of buttons and accessories, from a killer bag to a dumpling bag and then into a bucket bag.

The price of the single product priced at around 2000 yuan is not only of good quality but also of ingenious details.

A niche brand with a sense of design has its own market.

The strength of foundry and independent R & D capability are prerequisites for the pformation and upgrading of many ODM enterprises.

However, in the eyes of Chen Hang, manager of Jiaxing Chi Yu Hardware Co., Ltd., a new round of pformation and upgrading, the shortage of high-end talents is embarrassing for enterprises, and the construction of terminal channels also costs energy.

Needless to say, the cost of employment is also a problem, but for small and medium-sized enterprises, it is very hard for the brand to set up its own stores or to do business itself.

Because most of the resources of traditional manufacturing enterprises are invested in the development of core products.

Like Xu Lu, Chen Hang works with the major platforms to do business, and even his relatives and friends have started a micro business with similar ideas.

Wang Xiaowen, deputy general manager of Jiaxing modern tourist products Co., Ltd., also said that "the lamp is not an oil saving lamp".

In view of the business oriented, middle and high-end luggage products that enterprises are good at, Wang Xiaowen believes that at present, traditional luggage manufacturers are scramble for the domestic market, and if they still follow the big trend and fight price wars, they will eventually be eliminated.

"Marry into the rich" has the opportunity

Jiaxing modern tourist products Co., Ltd., which has a large number of overseas exhibitors, has given the first show of the domestic clothing exhibition to CHIC. The goal is to make bags for domestic clothing brands.

We still hope that we can make good use of design and quality, and cooperate with domestic clothing brands, and gradually develop our own brand.

As Wang Xiaowen said, in any case, the sooner the domestic market, the sooner the better. "Since last year, we began to do the domestic market, maybe some small orders can not be done, but with the electronic business platform, our independent brand" modern fish "products sales are good.

Judging from the current industry situation, excellent product quality and professional brand operation will become the necessary conditions for independent brands to stand at the forefront of the market.

Brand building is a big investment and a long cycle. It is not easy to make a successful brand voice in a short time, and the channel of e-commerce is gradually saturated. Therefore, in addition to developing its own brand, some production enterprises are also actively exploring cooperation with domestic clothing brands or platforms to find opportunities to "marry into the rich".

According to relevant reports, with the continuous improvement of the consumption level of urban residents and the rapid development of urbanization, the next ten years will still be a good opportunity for the development of China's luggage industry.

With the traditional theme tourism such as sightseeing, vacation and business, as well as new themes such as adventure, archaeology, study, honeymoon and so on, the market of subdivision bags with new functions and new uses is promising.