More than 100 independent brands, more than 3,000 sales outlets spread all over the country, more than 160 enterprise clusters develop, and more than 80% of the market share in the country... In ten years, Xingan County has been exploring the transformation and upgrading of luggage and leather goods industry and upgrading products. The unique thinking of industrial clusters and marketing broadening went all the way, gradually creating “new dry bags” of “thin out of nothing” into a national brand.

Product Upgrade - Fresh Elements + Brand Strategy

"Look at this invisible cup support and take it out when you need it. It does not occupy space or affect the overall appearance." Introduce the idea of ​​luggage to customers.

In addition to increasing the number of cup holders, Kaiwei Luggage also added fresh elements such as brake wheels with a quiet effect, a global custom lock, a waterproof aluminum magnesium alloy case, and bright colors like lemon yellow that are loved by young people. The "heart" of new dry bags.

“Guangzhou’s bags are comparable in terms of price and style to the Shinkansen.” Xu Huilong, a dealer from Guangzhou Huadu, admits that Xin Gan bags can have 80% of the national market share and rely on excellent performance. With the continuous improvement of quality and new products, the positioning of bags and luggage has gradually progressed from mid- to low-end to mid-to-high end.

In addition to the quality of products and novel styles, Xin Gan's bags accounted for 80% of the country's market share. New dry bags chose to create their own brand transformation path. Not only did they make the “new dry bags” hold the market pricing power, but also made New dry luggage "selling Europe and the United States, Southeast Asia and other foreign markets. By 2014, Xin Gan has registered more than 100 trademarks and brands, and has more than 10 well-known luggage brands such as “Kai Kaidi” and “Ling Feng”. It has firmly adhered to the new dry goods industry in the national luggage industry. manufacture". At present, the county has more than 160 bags of leather goods production enterprises, with an annual output of 26 million bags, with an annual output value of 3 billion yuan.

Industrial Clusters - Baotuan Development + Extended Chain

Since 2006, the Xinqian County Party Committee and County Government have implemented the project of “Return to Hometown” with the development concept of industrial clusters, which has attracted Xin Gan Ji to engage in entrepreneurship in bag and leather industry and has created 200 mu of land. China Xingan International Leather Bags Co., Ltd. and the 4,300-acre China Xingan International Leather Bags and Leather Products Industrial Park have formed a “market + base” industrial cluster development pattern.

"There are so many enterprises in Xingan producing finished goods bags, and there should be a huge market for the production of luggage and accessories." Xu Yong, vice president of the Baggage and Luggage Industry Association of Xinqian County, said that before 2006, the accessories required by Xingan County's finished luggage companies were large. Some purchases from Zhejiang Wenzhou and other places, and the production of a finished package requires more than a dozen parts such as tie rods and wheels. Xu Yong spotted this business opportunity and returned to Xingan to open the first luggage accessories company.

At present, the county has more than 40 luggage accessories factory, production of wheels, screws and other luggage accessories complete, in addition to the supply of Shinkan finished luggage companies, but also exported to all parts of the country. Bags and leather goods industry has formed a relatively complete industrial chain.

As a result, Xingan County has successively obtained the characteristics of the leather goods industry in Jiangxi Province, the national small business venture base, and the Chinese leather goods production base. In 2014, China's Shinkan (International) luggage and leather goods city was awarded the title of "Jiangxi Province Fostering the Cultivation of Domestic and Foreign Trade Combining Commodities Market" and "Jiangxi Provincial Key Commodity Trading Market".

Broadening marketing - physical marketing + online sales

On the road of transformation and upgrading, the new dry-goods leather goods manufacturing enterprises aim at the new business of e-commerce, seize the development opportunities, use the advantages of the existing commercial circulation market to introduce e-commerce, implement physical marketing and online sales "two-wheel drive." mode.

“In the busy season of luggage sales, we sold more than 3,000 bags a day.” Xin Ganxian Huaxing Luggage Co., Ltd. attaches great importance to the development of e-commerce sales channels, the company general manager Li Mao Tsai said that online sales have accounted for the company’s total sales More than 30%.

"The implementation of a combination of network and entity marketing means that the company has broken the regional restrictions of customers and can directly get orders from all over the country." Peng Chunru, president of Xin Gan Association of Luggage, is full of confidence in the voyage of luggage and leather goods industry by "e-commerce". .

Now, whether it is luggage hardware, luggage materials or luggage products manufacturing enterprises, the network can be seen everywhere "new dry leather goods manufacturing enterprises" figure, the county's baggage electricity supplier transaction volume reached an average of more than 10 billion yuan a year, forming a professional bag The market is centered, radiating more than 3,000 marketing outlets nationwide and globally. A group of e-commerce transactions such as Huaxing luggage, Lingfeng luggage and Kaiwei luggage have emerged as “urgent marches” with over 10 million yuan worth of transactions, including Huaxing luggage and Dongyuan bags. The manufacturing bases were respectively named as the “E-commerce Model Enterprise in Jiangxi Province” and the “Jiangxi Province Characteristic Electronic Industry (bag and bag) E-commerce Model Base” by the Provincial Department of Commerce.

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