Bags & Luggages
We worked with luxury bags brands and independent designers for trends monitoring, consumer interviews, branding, and launch strategy for new collections in China.
We actively participated in the design, creative ideas, and codes of bags made exclusively for the Chinese market. Today, the bags and luggages market main revenue is generated by China:
- Annual revenue of $19 billion USD in 2023
- Forecasted 50% of sales for designers and niche brands
- Average spending on bags for $750 USD
The bags market is predicted to reach 4.91 billion USD in 2023. The bags market has recovered from the Covid-19 pandemic, and especially the luxury bags seen as an investment asset by Chinese customers. And the luggages sales increased as travel resumed.
In 2023, the average spending on bags is $750 USD and $3,500 USD for luxury bags. The market is progressively evolving towards top VICs in quest of limited editions and high-value bags, and Gen Z purchasing in secondhand and vintage shops for affordable luxury.
Favorite Brands in China
For Chinese consumers, the power of the “it-bag” is still driving the bags market. Depending on the season, latest brand collaboration, and trends, their purchase will evolve. The brands Hermès, Louis Vuitton, and Celine are currently the favorite brands of Chinese consumers.
Top 3 Influencers for Bags in China
Iris is gathering 232,000 followers on Xiaohongshu. Her community likes her enthusiasm and modern taste.
Mr. Bags (Tao Lian) is the no. 1 influencer and blogger for bags in China. He posts monthly rankings with the top bags to purchase.
Gao is followed by a fashion lovers community of 54,000 people who watch her OOTD for each occasion.
Top 3 Categories for Bags & Luggages in China
1. Colorful & Unique Designers Bags
The Chinese consumer is more creative than the Western customer in his approach to bags. They will go more easily to striking colors such as blue and yellow. Traditionally, red bags are best sellers in China since they are offered to the bride for the wedding. The materials of leather, denim, and wicker are the favorite bags in the recent years.
2. Luxury Bags
For Chinese consumers, the power of the “it-bag” is still driving the bags market. Depending on the season, latest brand collaboration, and trends, their purchase will evolve. The brands Hermès, Louis Vuitton, and Celine are currently the favorite brands of Chinese luxury bags consumers.
For luggages, Chinese customers are mainly looking for security, functionality, design, and cost-performance. The functionality is key, especially with the virality of videos on Douyin and Little Red Book displaying space division and space organization tips for luggages during travels.
Best in Class
The iconic luggage brand released a campaign for Qixi Day with Chen Zheyuan asking the meaning of love to a philosophy teacher, generating 8 million views.
The luxury brand partnered with the Japanese artist Harajuku for the “Spirited Away” collection. It was a hit in China and increased the sales of other collections.
The Bulgarian designer brand opened its first flagship store in Shanghai with the Chinese celebrity Zeng Li. The brand became an instant hit on Xiaohongshu.
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