Competitive Landscape and Major Competitors in the Luggage and Bag Industry
Dec 10, 2025
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Competitive Landscape and Major Competitors in the Luggage and Bag Industry
As China's luggage and bags market surges toward a projected value of RMB 386 billion in 2025, the competitive landscape of the industry is undergoing a profound transformation. Driven by the recovery of global travel, rising consumer expectations, and rapid product innovation, brands across domestic and international tiers are reshaping their strategies in travel luggage, travel suitcase, and smart luggage segments to capture new growth momentum.
Market Expansion Accelerates, Upgraded Demand Reshapes the Landscape
From 2020 to 2024, China's hard-shell travel luggage bags market experienced steady expansion, with the scale of the suitcase segment increasing from RMB 48.73 billion to RMB 66.21 billion. The rise of e-commerce has played a decisive role: online penetration jumped from 47.2% to 61.4%, and livestreaming commerce on platforms like Douyin recorded 31.2% annual GMV growth.
Product structures are clearly shifting toward premiumization. PC hard-shell travel trolley bags dominate with 58.3% of total sales, and features like silent spinner wheels and TSA locks have become standard. Middle-to-high-end products above RMB 500 now account for 54.1% of sales, with domestic brands strengthening their presence in this value segment.
Clear Competitive Tiers Emerge as Brand Concentration Rises
In 2024, the top five companies in China's suitcase market collectively held 41.7% market share, signaling growing industry concentration.
Tier 1
International giants, led by Samsonite, maintain dominance in premium travel suitcase categories, leveraging global design resources and airport duty-free distribution. Its American Tourister brand continues to perform strongly in the mass market.
Tier 2
Domestic brands such as Diplomat (9.8%), Horizon 8 (8.6%), and TraveRE (5.1%) are rapidly ascending through supply chain advantages and digital marketing. Horizon 8's ecosystem-driven smart luggage-integrated with IoT functions like GPS positioning-has significantly elevated its brand value, with average selling prices rising nearly 80% since 2020.
Diplomat, positioned in the "light luxury" business category, competes directly with international players by offering high-performance travel luggage at 65%–70% of their price points.
Tier 3
Regional brands and online white-label manufacturers dominate the sub-RMB-500 mass market, though their share is shrinking as consumers gravitate toward higher-quality luggage and bags.
A clear differentiation has formed: international brands continue leading the high-end market above RMB 2,000, while Chinese brands gain strong traction in the mid-to-high-end range (RMB 1,000–2,000), narrowing the performance and design gap through technology and material innovation.
Key Competitive Drivers: Technology, Sustainability, and Omnichannel Retail
The industry has entered a stage where product strength and innovation determine winners.
1. Technological Innovation
The smart luggage market is expected to exceed RMB 9 billion in 2025. Features like GPS tracking, Bluetooth connectivity, and electronic weight sensors are rapidly becoming value-added differentiators. Partnerships-such as leading domestic brands collaborating with Huawei HarmonyOS or Apple Find My-are accelerating the adoption of intelligent travel solutions.
2. Green Transformation
Stricter domestic and international standards are pushing brands toward eco-friendly materials. The use of recycled polyester and bio-based PC is expected to reach 35% by 2025, with low-carbon certified travel luggage bags gaining momentum in global markets.
3. Channel Evolution
Omnichannel retail is projected to reach 70% penetration by 2025. Online channels will exceed half of total sales, while offline stores evolve into immersive experience centers, using AR fitting and smart trial technology to enhance customer engagement.
2025–2030 Outlook: Globalization and High-Quality Competition
Three major trends will shape the next five years:
1.Global Expansion
Domestic brands will accelerate internationalization through Belt and Road initiatives, with branded exports expected to grow significantly.
2.Innovative Scenarios & Personalization
New product concepts such as "mobile lifestyle luggage" and customizable travel trolley bags-driven by C2M manufacturing-will create new competitive arenas, with personalized products projected to reach 15% market share.
3.Industry Consolidation
Market concentration will continue rising, with CR10 expected to grow from 31% in 2025 to 38% in 2030 as top players integrate resources through M&A.
Industry organizations note that China's luggage sector is shifting from "manufacturing power" to "brand power." Companies with strengths in digital supply chains, green compliance, and smart product innovation-particularly in high-growth categories like smart luggage and premium travel suitcase lines-will define the future competitive frontier.