Although the domestic market of luggage and bags in China has performed well in recent years and all the data have a good growth trend, the market of luggage and bags in China has always been export-oriented, and the domestic market demand proportion is relatively small. However, in the face of the new economic environment, this situation may be adjusted in the future. Due to the improvement of China's economic situation, the domestic luggage market demand growth is fast, and the deterioration of the export environment, overseas markets have been affected to some extent. Generally speaking, although the luggage market is still in a growth period, but the growth rate is slowing down. Although China has a short history of luggage development, its rapid growth has now become the world's largest luggage production base, and the future potential in the domestic consumer market is also huge.
China's luggage industry is mainly concentrated in the low-end, serious homogenization. The history of the development of the luggage industry in China is relatively short, and the innovation ability and design ability of enterprises are not too strong. The products with high added value and high-tech content are still relatively few, and the products mostly belong to the middle and low end. Less innovation, more imitation. Fewer private brands, more street goods. The awareness of intellectual property protection of most enterprises is still relatively weak. The competition between enterprises, mainly stay in the quality, function, price and so on low level, low level of competition. In the channel, China's luggage enterprises also mainly take large circulation. International brands occupy high-end channels such as large department stores. Most of the luggage and bag enterprises in China sell their products mainly in the wholesale market, but occupy the middle and low-end markets.
China's luggage industry brand less, low concentration. As a major manufacturer of bags and suitcases in the world, China produces one third of the world's bags and suitcases, and has more than 20,000 bags and suitcases manufacturing enterprises. However, there are not many well-known luggage brands in China. With 8 words to describe China's current luggage industry is: manufacturing big country, brand small country. Although the brand awareness of various luggage enterprises has been increasing in recent years, there are not many influential brands in China's luggage industry at present, and there is still a lack of international luggage brands in the true sense. It mainly competes with international brands through low cost advantages. The brand concentration of the whole industry is low. At present, at the top of the pyramid in the domestic luggage market, there are international top brands such as Chanel, Gucci, LV, and so on, with high prices and profits. The middle end is a small number of middle and high-end brands, but the brands lack personality and appeal, lack of differentiation, and can not deeply resonate with consumers, resulting in a serious shortage of perceived brand interests transmitted to consumers. Domestic brands are more concentrated at the low end, where they have a large market share but low profitability.
Now conscious of brand construction several plastic bags in the enterprise, spinning of although some enterprises or hire celebrity endorsement for the brand, or often planning some big public relations propaganda and promotion, but essentially is to sever the events and the lack of overall planning, brand positioning is not clear, the lack of personalized, difficult to give consumers choose reason is the common fault of the plastic spinning bags industry. It can be said that the brand planning and management of the whole plastic spinning case and bag industry are still at a low level. Firstly, the development speed of the whole industry is very fast, and the competition is not too fierce at present. Enterprises can achieve rapid growth through extensive marketing, so many enterprises do not pay much attention to brand planning and management. Second, the whole industry is short of corresponding planning and management talents, and related professional managers in other industries fail to take the initiative to get involved because they do not know much about this industry, so even if enterprises attach importance to it, it is difficult to achieve a high level of implementation.