The United States is the largest market for Dunhuang luggage, accounting for nearly 70%, in the global market, the compound annual growth rate of the United States luggage has also reached a high level of 4.84%. What are the trends in terms of buyer decision factors and preferences? First of all, from the perspective of buyers' decision-making factors, in addition to price and other factors, recyclable, environmentally friendly materials, personalized design sense, are important factors that buyers pay more attention to when purchasing bags; Secondly, unlike everyone's inherent impression of leather bags, the potential of non-leather bags is very large, which is consistent with the hot trend of canvas tote bags, nylon bags and sports bags.

Back to the category of Dunhuang network, from the sales proportion of the main secondary category of luggage, luggage as the second largest category of Dunhuang network, with an annual growth rate of more than 60%, while fashion bags accounted for 62%, and wallets accounted for 12%. A trend that needs attention this year is that the proportion of sports outdoor bags, Fanny packs and makeup bags has increased significantly, especially the proportion of sports outdoor bags has jumped to 7%, indicating that the demand for functional bags is increasing in the pursuit of fashion.

Three major consumption characteristics of luggage

From the perspective of buyer demand, the luggage consumer market mainly has the following three characteristics:

1, quality and price ratio and collocation degree

In this regard, the influence of social media is relatively large, such as non-sexism, retro fashion, happy wear, and practicality, which are the fashion trends of social media channels.

2. Scenario requirements in the post-epidemic era

In the post-epidemic era, people's demand for outdoor sports, travel, social and other occasions has also inspired the hot sale of duffel bags, storage bags, mountaineering bags, and fitness bags.

3, environmentally sustainable, embrace nature

In this regard, we can pay more attention to some independent station characteristic brands, to draw inference and develop products. Such as environmental protection materials, public welfare brands.

Dunhuang net luggage growth opportunity point

Behind the annual growth rate of more than 60% of luggage, it is inseparable from the breakthrough growth of new products, product lines, new buyers and network red side. In the current era of sports fitness and travel demand growth in the post-epidemic era, our sports bags, fitness bags, Fanny packs and other functional bags have also increased by 108%; In terms of fashion bags, tote, hobo and other bags representing lightweight, retro Y2K style demand have also increased by 68%, and they are also our most popular product lines; The net celebrity KOL with goods GMV is increased by 2 times as much. It can be said that in 2023, quality, style new products + network red KOL is still an opportunity for our growth!

Dunhuang net bag buyer style portrait and key product line

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The overall buyers of bags are young, mainly generation Z women, and 69% are under 35 years old! At the same time, this group of people is also the mainstream users of social media such as Tik Tok, Instagram and youtube, and is greatly affected by KOL. In terms of style, I prefer Y2K Spice Girl style, neutral style, minimalist style, sports style as well as presbyopia and bright colors. These needs are also reflected in our category trends, from the growth rate and trend volatility point of view, luggage focus on the development of product lines: Tote bag, hobo underarm bag, saddle bag, clamshell bag, Fanny pack, bucket bag, has been a relatively stable demand for the bag type; At the same time, sports fitness bags and backpacks, as well as travel bags and makeup bags are very hot, which is meeting the sports fitness and travel needs of people in the post-epidemic era.

2023 luggage industry strategy and product direction

1. Trend pallet

Mainly includes fashion bags, wallets, for generation Z and other people who buy trends as a demand point, they are concerned about fashion, collocation, new speed and product quality. This kind of products we focus on four popular styles: Y2K millennium Spice Girl style, presold print style, neutral style sports style, spring and summer bright color dopamine style; At present, we need to recruit supplies from Liaoning, Guangzhou and other places, with a price of $30-150. The main product expansion, we hope to focus on designer brands, flat models, and cross-border characteristic brands (such as environmental protection materials, etc.).

2. Function and scene pallet

It mainly includes travel bags, fitness bags, makeup bags, travel bags, beach bags, storage bags and other products, facing in addition to generation Z and generation Y such people who buy functions, focusing on practicality, and even the needs of family travel storage. We hope to expand the supply of this kind of products in Yiwu, Quanzhou, Pinghu and other industrial belts, with a price range of $12-80.

3. Men's bag

Although bags are dominated by female users, there are a considerable majority of male users in these categories of the current platform fashion, and we need to leverage their demand for bags. Such products are mainly focused on practicality and collocation, such as backpacks, Fanny packs, fitness bags, Fanny packs, business bags, etc., you can pay more attention to the functional bags of modular pockets, earth colors, gun colors and other elements of the new products.

Luggage marketing calendar

Although bags are not seasonal categories, but spring, summer and autumn and winter products sold in the color style, material is still different, in the first half of the hope that businesses upload spring and summer bright bags, beach bags, duffel bags, backpacks, makeup bags and other new products, and the second half of the year can develop some in line with the seasonal characteristics of plush bags, down bags and other new products. In addition to platform S-level activities, the industry will also have monthly theme activities and cross-category joint marketing activities, please be sure to pay attention to the synchronization of industry information.

At the same time, the platform will also divide products into explosive products/excellent products, new products/potential products, stylized products and low-price drainage and other experience products to match different promotion channels and resources.