Bags And Brands Can Not Be Difficult To Overcome Difficulties And How To Break Through

The international market demand is shrinking and the domestic market is sluggish. The luggage enterprises in China are facing both internal and external pressures.

Although the output of luggage and bags in China has been increasing continuously in recent years, only relying on high output value can not make the luggage industry expand.

Luggage enterprises realize that only by focusing on brand building and producing high-quality and characteristic products can they gain a foothold in the market.

Reporters learned that China's luggage industry has developed from the last century 50s and 60s to the production of single leather fabric bags, and developed into processing all kinds of textile fabrics, PP, PVC, PE, ABS, metal and other materials bags.

From its function, it also develops from simple processing suitcases and daily backpacks to many kinds of multi-functional and multi-functional bags, such as pull rod boxes, luggage boxes, cosmetic boxes, leisure bags, sports bags, student bags, briefcases, computer bags, and so on, and also promotes the development and production of bags, accessories, accessories and processing machinery.

Shang Pu consulting bag and bag industry analyst pointed out that after 20 years of rapid development of China's luggage industry, China's luggage production has formed a complete industrial chain, so far it has accounted for more than 70% of the world's share.

China's luggage industry has dominated the world, not only the global manufacturing center, but also the world's largest consumer market.

As the world's largest producer of luggage and bags, China has more than 20 thousand manufacturers of luggage and bags, producing nearly 1/3 of the world's luggage and bags.

It is understood that since 2004, the luggage industry has maintained a rapid growth trend, with an average annual compound growth rate of 27.1%.

According to the data released by the National Bureau of statistics, in 2013, there were 1252 large scale enterprises, including 157 enterprises, with a loss rate of 12.54%. The total output value of the luggage industry was 125 billion 800 million yuan, an increase of 9.5% over the same period last year.

Rely solely on Growth

Can not let

In the process of development, domestic luggage enterprises find that only by focusing on brand building and producing high-quality and characteristic products can they gain a foothold in the market.

However, the creation of independent brands is not smooth sailing, and luggage enterprises have encountered many difficulties in R & D.

Reporters learned that the lack of R & D personnel and R & D funding support become the biggest difficulty for domestic luggage enterprises to build their own brands.

"Small as we are.

There is no way to do brand development, because we simply do not have enough funds to support R & D.

As the cost of production continues to rise, business profits have been reduced very low. The money we earn from OEM can only maintain the basic operation of the company, and has no ability to try brand research and development at the same time.

Mr. Yang, director of a luggage and suitcase enterprise in Ningbo, said.

In the process of developing our own brand, our enterprises are still lacking in technical talents.

In recent years, the cost of labor has risen rapidly, so it has been difficult to hire employees. Some small bags enterprises can hardly afford high skilled employees. Therefore, the development of independent brands is very slow. "

The person in charge of a luggage export enterprise in Nanjing said.

In addition, some bag enterprises want to promote independent brand through e-commerce sales model, but from this year's independent brand package products, the effect of e-commerce sales is not ideal.

Reporters found that the sales volume of luggage products still good, the price stays in the hundred yuan stage, the price is in the high-end position brand, sales volume has not risen.

"Brand building is a big investment and a long cycle. It is not easy to make a successful brand voice in a short time."

Xu He, chairman of Zhejiang Ginza luggage and bags Co., Ltd.