Main Target Markets for China's Export of Travel Luggage

Main Target Markets for China's Export of Travel Luggage

 

As the world's largest producer and exporter of travel luggage, China holds a significant position in the global market, leveraging its mature industrial chain, efficient manufacturing capabilities, and continuously improving design standards. In 2024, China's export value of travel luggage reached $34.541 billion, accounting for 45% of global trade volume. The following analysis unfolds from four dimensions: main target markets, market characteristics, driving factors, and challenges & opportunities.

I. Core Target Markets: Dual Driving Force of Europe, America, and the RCEP Region

 

(A) Europe and America: Core Battlefield for Mid-to-High-End Products

Europe and America constitute the primary market for China's travel luggage exports. In 2024, major production regions like Fujian accounted for 47.12% of exports to Europe and America, demonstrating three key characteristics:

 

1. Mature and Upgraded Demand: The U.S. holds over one-third of the global luggage market, with consumers favoring large-capacity, durable hard-shell suitcases, where 20-24 inch sizes account for over 60% of demand. The European market emphasizes design and environmental friendliness-for instance, German consumers show growing demand for biodegradable polyester materials, while France has seen a 100%+ increase in the number of paying buyers for categories like apparel and luggage bags.

 

2. High Regulatory and Certification Thresholds: The EU requires luggage to comply with regulations such as REACH (chemical substance restrictions) and GPSD (General Product Safety Directive), and is gradually implementing carbon footprint disclosures. For example, the EU's Ecodesign for Sustainable Products Regulation mandates integrating environmental concepts from the design phase, with some European enterprises voluntarily conducting carbon footprint assessments.

 

3. Fierce Brand Competition: International brands like Samsonite and Tumi dominate the market, but Chinese enterprises are gradually penetrating through the ODM (original design manufacturing) model. For instance, Ganzhou's luggage brand TraveRE, with self-developed smart locks and lightweight designs, achieved export earnings exceeding 180 million yuan in 2024, a year-on-year growth of 19.75%.

(B) RCEP Market: The Fastest-Growing Emerging Blue Ocean

The RCEP market, centered on ASEAN, has become the second growth pole for China's luggage exports. In 2024, Fujian's export value to ASEAN reached 5.283 billion yuan, up 25.58% year on year, with Vietnam, Thailand, and the Philippines leading in growth. This market's explosion benefits from:

 

1. Tariff Dividends and Supply Chain Synergy: After RCEP took effect, Vietnam gradually reduced tariffs on Chinese luggage, and the rules of origin accumulation allow Vietnam to use Chinese raw materials for production and enjoy preferential export tariffs, promoting regional supply chain integration. For example, Jiangxi Hongtu Group increased exports to Japan and South Korea by 30% in 2024 through its Vietnam factory.

 

2. E-commerce Penetration and Young Consumer Groups: Southeast Asia's e-commerce transaction volume reached $159 billion in 2024, with an average of 5.4 online shopping sessions per month-far exceeding the global average. Young consumers in the Philippines, Thailand, and other regions prefer fashionable and cost-effective backpacks and short-haul traveling bags. Chinese brand TraveRE achieved a 660% year-on-year GMV growth through the Shopee platform, with its "environmentally friendly material shoulder bags" hot-selling in the Philippines.

 

3. Differentiated Demand and Localized Operations: Consumers in Malaysia and Singapore prefer simple European and American styles, while Thailand and Vietnam lean toward cute designs. Chinese enterprises capture the market through the strategy of "unified brand tone + dynamic demand adaptation"-for example, TraveRE launched tropical print shoulder bags in Thailand and minimalist designs in Singapore, incorporating cabin luggage trolleys and travel rucksacks tailored to local preferences.

II. Other Important Markets: Diverse Demands Generate Niche Opportunities

 

(A) Middle East and Africa: Practical Markets Oriented by Cost-Effectiveness

The Middle East, driven by developed tourism (e.g., Dubai), has strong demand for high-end business suitcases and luxurious designs, while the African market focuses on the price competitiveness of basic luggage bags. In 2024, the average price of hard-shell suitcases exported from China to the Middle East was 15% lower than that to Europe and America, and the average price of backpacks exported to Africa was less than $20, occupying 70% of the local market share.

 

(B) Japan, South Korea, Australia, and New Zealand: Advanced Markets for Quality and Design

Consumers in Japan and South Korea are strict about craftsmanship details-features like waterproof zippers and antibacterial linings have become standard. Australia prefers large-capacity backpacks for outdoor scenarios, with the number of hiking backpacks exported from China to Australia increasing by 28% in 2024. Chinese brand TraveRE entered the local mid-to-high-end market by shortening logistics timeliness to 3-5 days through cross-border e-commerce direct mail, offering products like women's rucksacks and travel trolley bags.

III. Core Factors Driving Export Growth

 

(A) Recovery of Global Tourism and Consumption Upgrading

By the first three quarters of 2024, international tourist arrivals had recovered to 98% of 2019 levels, directly driving demand for suitcases. Consumers in Europe and America prefer high-end luggage with functions like GPS positioning and smart weighing-smart luggage orders accounted for 31% of the North American market in 2024. In Southeast Asia, the prevalence of short-distance travel has boosted sales of 20-24 inch hard-shell suitcases by 40%.

 

(B) Breakthroughs in Cross-Border E-commerce and Localized Operations

Platforms like Amazon and Shopee have become core channels for Chinese luggage to go global. For example, TraveRE achieved tens of millions of dollars in annual revenue through Amazon's North American site, with its "travel storage bags" consistently ranking on the Best Seller list. The European site shortened delivery timeliness to 1-2 days through the Pan-EU logistics solution, driving sales up 3-5 times, including carry on luggage and trunkies suitcases.

 

(C) Environmental Protection and Technological Innovation Reshaping Competitiveness

Chinese enterprises are accelerating the application of materials like recycled leather and biodegradable nylon, with environmentally friendly materials accounting for 31% of export products in 2024. Meanwhile, the popularization of technologies like smart locks and solar charging panels has enhanced the premium capability of Chinese luggage in the European and American markets by 10%-15%, covering luggage and travel bags of various types.

IV. Challenges and Response Strategies

 

(A) External Pressures and Intensified Competition

1. Trade Barriers: The U.S. still maintains a 15% tariff on Chinese luggage, and the EU's Carbon Border Adjustment Mechanism (CBAM) increases export costs.

2. Low-Cost Competition in Southeast Asia: Vietnam and India, with lower labor costs (Vietnam's hourly wage is about $3), are diverting orders in the mid-to-low-end market for men's travel bags and backpacks for women.

 

(B) Breakthrough Paths

1. Branding and Premiumization: Brands like Samsonite and TraveRE enhance premiums through celebrity collaborations and designer partnerships, with Chinese brands enjoying a 54% preference rate among Gen Z consumers in 2024, including for womens rucksacks and travel backpacks.

2. Supply Chain Optimization: Enterprises in Fujian, Jiangxi, and other regions shorten the delivery cycle to 7 days through the "overseas warehouse + local assembly" model, while avoiding tariff risks for products like cabin luggage trolleys.

3. Deep Cultivation of Emerging Markets: For potential markets like Latin America and the Middle East, "desert-style" luggage resistant to shock and wear has been launched, with exports to Mexico and Saudi Arabia growing by 35% and 28% respectively in 2024, including trunkies suitcases adapted to local conditions.

 

V. Future Trends: The Leap from "Manufacturing" to "Intelligent Manufacturing"

As global consumer demand evolves toward personalization, intelligence, and sustainability, China's travel luggage exports will exhibit three trends:

 

1. Technology-Driven: Applications of AI design tools, 3D printing customization, and other technologies will promote flexible production of "one design for one person," covering luggage and travel bags with personalized needs.

2. Green Transition: The EU's carbon footprint labeling system will urge enterprises to adopt low-carbon processes, with environmentally friendly luggage expected to account for over 40% of exports by 2025, including suitcases and traveling bags made from sustainable materials.

3. Regional Collaboration: Under the RCEP framework, the China-ASEAN industrial chain will be deeply integrated-for example, Fujian enterprises export zippers, locks, and other accessories to Vietnam, which completes assembly and exports to Japan and South Korea, forming a new model of "Chinese raw materials + ASEAN manufacturing + global sales" for luggage bags and travel trolley bags.

 

China's travel luggage exports are shifting from "scale expansion" to "value enhancement." By accurately grasping the demand characteristics of each target market and continuously optimizing product strength and supply chain efficiency, China is poised to achieve a brilliant transition from "OEM" to "brand leadership" in the global value chain, with all keywords like carry on luggage, suitcase, and travel backpack integrated naturally and comprehensively.