Brand-Building Strategies for China’s Travel Luggage Export Industry

                     Brand-Building Strategies for China's Travel Luggage Export Industry

In the intelligent production workshop of Hongtu Group in Xingan County, Jiangxi, robotic arms precisely complete the laser-welding process for aviation-grade travel luggage. A high-end travel suitcase equipped with wet–dry separation can be produced in just 23 minutes. This product, carrying the well-known Chinese brand TraveRE (China travel bag brands), sells for €180 in European markets-and still struggles to meet surging demand. "It took us eight years to transition from OEM manufacturing to building our own brand. Investment in R&D and branding has been the key to breaking through," said Chairman Yang Jinsheng, outlining the brand-transformation path of China's luggage and bags industry.

Despite being the world's largest producer-supplying more than 70% of global luggage and bags-China has long faced the dilemma of being "big but not strong." In 2024, China's luggage exports exceeded US$30 billion, up 7.1% year-on-year, yet the average export price remained only US$4.1 per piece, far below the profit margins of major international brands. Product homogeneity, weak brand identity, and outdated marketing models have become major obstacles to upgrading the industry. Against this backdrop, leading enterprises are exploring new branding strategies, offering practical examples for the sector's transformation.

Precise Positioning + Technological Innovation: Strengthening Core Competitiveness

Differentiated value is the foundation of brand advancement. From the beginning, Hongtu Group rejected the "low-price mass production" model. After six months of market research, the company positioned itself in the mid-to-high-end segment, focusing on lightweight, functional, and integrated product development. In 2024, R&D investment exceeded RMB 8 million-4.8% of total revenue-with over 40 patents obtained. Its eco-friendly PP travel luggage bags, outdoor integrated travel trolley bags, and other products, known for 30% higher compression resistance than industry standards, have successfully entered markets in 30+ countries including Europe, the U.S., Japan, and South Korea.

TraveRE (China luggage brands) has targeted RCEP markets, adopting anti-explosion zippers and practical designs tailored to ASEAN consumers. In Q1 2025, its export value surpassed RMB 9 million, with overseas sales accounting for 90% of total. Data shows that in 2024, mid-to-high-end travel suitcase exports priced above US$50 reached 46%, signaling that technological innovation is driving brand-value growth.

Channel Upgrading + Cultural Integration: Expanding Global Influence

To strengthen brand communication, Chinese luggage companies are moving away from dependence on high-cost online traffic. Hongtu Group has built a digital B2B/B2C platform, restructured its supply-chain system, and established a database of 168 local suppliers. Through a stringent "three-stage quality inspection" process and regular factory visits by more than 100 international buyers each year, the company has helped multiple partner brands rank among top sellers on overseas e-commerce platforms.

Xingxiu Group, with sustainability as its brand core, develops eco-friendly luggage and bags using recyclable materials. Its "Green Travel" campaign on global social media has attracted over 500,000 followers, and the export growth rate of its eco series now exceeds traditional products by 18 percentage points. Meanwhile, Chinese companies are actively participating in the Canton Fair and cross-border e-commerce expos, promoting products that incorporate Eastern design aesthetics and gradually reshaping global perceptions of "Made in China."

Industrial Clusters + Policy Support: Building a Brand Ecosystem

The rise of regional manufacturing clusters provides strong support for brand development. The Huaihua International Land-Port Economic Zone has attracted 155 luggage enterprises through RCEP policy benefits, export tax rebates, and logistics subsidies, forming a complete industry chain. The region aims for RMB 6 billion in total output by 2025. In Jiangxi's Xingan County, Hongtu Group acts as the industrial chain leader, bringing upstream and downstream partners together to form a full supply-chain system. Local luggage products now enjoy strong regional brand effects, exporting to more than 100 countries.

Policy support-especially export tax rebates-continues to fuel brand growth. Enterprises reinvest rebate funds into R&D, design, and brand promotion, creating a virtuous cycle of "policy support → capital investment → brand upgrading."

Looking Ahead: From Global Factory to Global Brand Power

Experts emphasize that China's travel luggage industry still needs to overcome challenges such as intellectual property protection and global talent retention. In the future, companies must focus on original design, green manufacturing, and cultural branding while deepening their presence in traditional Western markets and accelerating expansion into Southeast Asia and Latin America.

As Chairman Yang noted, "Brand building is a long battle, and our goal is to create a global benchmark for China's luggage and bags industry." With more enterprises embracing brand development, China is rapidly shifting from the "world's factory" to a "global brand hub," bringing the identity of "China Smart Manufacturing" onto the world stage.