Driven by Generation Z: In 2026, Marent focuses on innovation and deeply cultivates differentiated and personalized customization.

With the lifting of pandemic restrictions, China’s foreign trade market is making a strong comeback. Although the tariff war initiated by Trump in early 2025 put many foreign trade businesses under great pressure, China launched a series of foreign trade policies centered on stable growth, innovation promotion, and service optimization in the middle of 2025. Covering key areas such as accelerated tax refunds, cross-border e-commerce empowerment, customs clearance facilitation, financial support, and new business format development, the core preferential measures include:

Tax refund upon departure for cross-border e-commerce overseas warehouses
Full electronic tax refund process
Optimized tax refunds for green and high-value-added products

Jointly launched by 20 government departments, 29 measures span goods trade, digital trade, green trade, and other fields. These measures streamline the AEO enterprise certification process, expand the list of beneficiary enterprises, and provide incentives such as low inspection rates and priority customs clearance.

As revealed to us by Alibaba product managers in 2025, Alibaba has rapidly expanded its foreign trade strategy. For example, it dispatched over 30 personnel for on-the-ground promotion in Ho Chi Minh City, Vietnam, vigorously supporting domestic businesses in connecting with small, medium, and large merchants across Southeast Asia. Yu Yong, former CEO of Alibaba and current CEO of 1688, is committed to transforming 1688 into a global B2B international trade platform. In mid-January 2026, the platform will launch multi-language translation for product pages and multi-currency settlement functions, significantly enhancing the convenience of Chinese merchants’ product exports.

According to the luggage industry report released by Alibaba, the global luggage market exceeded 200 billion USD in 2025. Among all luggage categories:

Handbags accounted for 36% of the market value, leading the trend with fashion appeal and high value;
General bags and container bags (including practical daily-use bags) held a 26% share of the 155.8 billion USD global market;
Luggage and briefcases, as typical practical commuting bags, made up 25%;
Small items such as wallets accounted for 13%.

The wallet market is a promising blue ocean with overall supply falling short of demand. Key buyer countries include the United States, Pakistan, and the United Kingdom, with genuine leather card holders, wallets, and hollow-out wallets being the core focused products. While women’s bags and handbags remain the dominant categories in terms of business opportunities, luggage, travel bags, backpacks, wallets, and crossbody bags are also high-potential segments not to be ignored.

With the rise of Generation Z, consumer trends such as technological texture, outdoor sports popularity, and environmental sustainability have become increasingly prominent. In addition to conventional product names, surging search terms include personalized customization keywords such as “wholesale bags” and “custom bags,” reflecting the growing demand for customization.

Focusing on product details, the popular functions of luggage mainly concentrate on the following: RFID anti-theft, waterproof, USB-enabled, anti-theft, environmental friendliness, and fashion. For customized luggage products, buyers have clear requirements for styles and functions but are relatively flexible in material selection. They expect suppliers to recommend fabrics that better meet functional needs or offer higher cost-effectiveness.

Luggage Market Buyer Persona

Offline Buyers
- Account for 51% of total B2B buyers in the industry, with large transaction volumes.
- Focus on processing and customized orders, prioritizing quality, after-sales service, and seeking long-term cooperative relationships.
- Value manufacturers’ production capacity and after-sales support; engage with factories through RFQ (Request for Quotation).
E-commerce Platform Merchants
- Feature large order sizes and high procurement frequency, with strong demand for dropshipping services.
- Contribute nearly 190,000 orders annually, directly driving up average order value (AOV).
- Prioritize manufacturers’ ability to follow trends and local warehouse services, continuously seeking best-selling e-commerce products.
Social Media Influencers
- Show significant transaction growth and high sensitivity to services, but with relatively low AOV.
- Value differentiated product selection, personalized customization, and To C fulfillment dispute resolution services on the basis of cost-effectiveness.

Offline buyers and e-commerce platform merchants are Marrant’s core target customers, and the company holds unique advantages in the differentiated and personalized market:

For offline buyers: Provide full customization services, including sample testing until customer satisfaction.
For e-commerce platform merchants: Offer 8 types of logo customization services and semi-customization services for product optimization and upgrading.

In addition, Marrant’s new product innovation capability continues to strengthen, with monthly new product launches. Many long-term clients have reported positive market feedback after trying the new products, which greatly encourages Marrant to further invest in innovation and provide customers with higher-quality and more innovative leather products.

Data Source: Alibaba.com Men’s Bags Ranking (December 6, 2025 – January 6, 2026)

Notably, the La Réunion market showed remarkable growth, ranking first in conversion rate despite a small buyer base of 36, indicating rapid market expansion.

In differentiated markets with moderate competition and diverse customer choices—where sellers need differentiation to stand out—we should focus on countries including France, Côte d’Ivoire, the Democratic Republic of the Congo, the United Kingdom, Senegal, Burkina Faso, and Spain. Ghana, a market with supply falling short of demand, saw nearly doubled demand for men’s bags and a conversion rate of 11.44%, making it a key focus.

Over the past year, the leather and luggage industry has experienced rapid development. Amid this fierce “silent competition,” Marrant has maintained steady progress, excelling in its eight core product categories: briefcases, backpacks, travel bags, wallets, crossbody bags, chest/waist bags, card holders, and women’s bags. Serving merchants from more than a dozen countries, Marrant implements a 3-step quality inspection process for each product. Its superior warehousing capacity and fast response delivery speed have achieved a customer satisfaction rate of 99.6%. In 2025, Marrant’s annual performance increased by 17% compared to 2024, delivering impressive results in the year-end summary.

Looking ahead, Marrant will continue to uphold its corporate philosophy of building a “happy enterprise” that achieves material and spiritual prosperity for employees, customers, and the company:

Employees thrive through improved capabilities and income;
Clients thrive through satisfaction with product quality and services;
The enterprise thrives through ethical operations and sufficient financial reserves to ensure sustainable development.

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