The logical code for the rise of domestic suitcases

"The suitcase should not make the person carrying it tremble and be afraid of bumping or falling, these problems have never been solved." Zhang Mingting is the original intention of her entry into the suitcase industry at that time. Eight years ago, Zhang Mingting, who had never set foot in the suitcase industry, found various problems in his journey and those around him, and also saw the gap of national brands in the high-end suitcase market. She immediately decided to create a suitcase brand, Shutila.

Traveler's Love: Disruptive Cognitive Innovations

In the 1970s, Zhang Mingting, who was born in the countryside of Gaobeidian in Baoding, Hebei Province, served in the post and telecommunications system. In 1998, China's instant messaging equipment just needed to increase sharply, she keenly grasped this "outlet", resolutely chose to go to the sea, founded Haiying Communications. Because of her good popularity, her entrepreneurship has been helped and supported by the people around her, and in less than 4 years, she has achieved dozens of shops in the small county of her hometown, earning millions of dollars a year, and becoming a "hand-throwing treasurer".

Shu Ti La anti-fall suitcase founder Zhang Mingting

Later, after years of business trips, she found that many people were embarrassed because the quality of the suitcase was not up to standard, and she carefully pondered this matter.

Looking at China's suitcase market, Zhang Mingting believes that many enterprises have always lacked the pursuit of soft functions and cultural connotations of products, because for various reasons, they cannot withstand the stagnation and loss caused by "slow work", and cannot consider too many details and pursuits for "people", so they are constantly involved in the vicious competition of "manufacturing a product and quickly occupying the market".

In order to understand the market situation of domestic suitcases, Zhang Mingting spent a lot of time in the early stage to conduct in-depth research. In this process, she became more and more convinced: "We need a high-end suitcase brand of our own, which is the need of the Chinese people."

Most of China's suitcase companies are product and production-oriented thinking, lack of innovation ability and brand awareness. Most of the pursuit of products by enterprises stays at low prices, because only by continuously compressing costs can we win the price war and occupy the market more quickly.

The domestic market, which has been accumulating shortcomings for a long time, has long formed a stereotype that has been deeply rooted in the hearts of the people, and what is the cost of foreign big names dividing up the high-end market, to kill a road from these two sieges? Zhang Mingting is too clear: what she needs to change, subvert and surpass is her long-term market perception.

Traveler's Heart: Slow work to make fine products

In the suitcase market, what exactly is high quality?

In China's suitcase light industry standard [QB/T 2155-2018], it can walk 12 kilometers to qualify, but for the crowd of high-frequency business trips, it is far from enough. According to relevant data, high-frequency travelers travel twice a month, and the travel distance of the suitcase is about 2.5 kilometers each time, a total of 60 kilometers 24 times a year, and the travel distance of the suitcase is about 180 kilometers after 3 years.

In response to this data, Shutila anti-fall suitcase alone for the sealed 3-bearing universal wheel, did a standard laboratory test of walking 200 kilometers with a load of 20 kilograms, far exceeding the industry standard by 15 times! The smoothness of the suitcase wheels depends on the bearings in the wheels. But not all the suitcases that claim to have their own bearings have real bearings, and industrial design is crucial, open and sealed two kinds of bearing design, directly related to the smooth experience of the suitcase after 3 years.

Wheels, boxes, levers, the key value points of these three suitcases, are also the focus of Shu ti la's technological subversion.

The comfort of every detail comes from Shutila's corporate culture and value proposition - people-oriented, carefully considering travel frequency, travel scenes, travel requirements, and even clothing and taste needs for customers.

Traveler's thoughts: Cultural awakening is nourishment

Zhang Mingting believes that the suitcase is an imported product, many foreign suitcases have a hundred years of history, but in this hundred years of history, technology has not undergone fundamental changes, performance requirements have not improved by leaps and bounds, and there has been no more in-depth exploration in humanistic care. More often, people use it as a tool to meet basic needs.

Afraid of falling, afraid of sinking, afraid of sliding away, these problems have always existed, but they have not been completely solved. Many people become worried when they travel, and what if the wheels fall off? What should I do if my consignment breaks? What should I do if I carry too far on uneven roads? There are too many such problems.

Zhang Mingting said that in the underlying logic of Shutila's design and manufacture, the suitcase should be for people to serve, and people who travel should not be worried about it. Since its inception, Shutila has never stopped exploring on the road to creating high-quality suitcases.

As the founder and advocate of a new generation of suitcases, Shu Tila has redefined the underlying logic of the suitcase at the design and production levels: the suitcase is not only a simple tool, but also a good companion for travel, a symbol of status, a personal decoration that highlights personal taste, and it also has the meaning of traditional Chinese culture attached to it.

This can be seen in the flagship "Chuanxing" series that Shutila has built over a period of 5 years. In addition to the industrial design of the roof ridge-type rib structure with a uniform distribution texture of 45 degrees, the "Chuanxing" series is inspired by the echo pattern of ancient Chinese bronze and the traditional auspicious pattern of the seawater river cliff pattern of the "Chuanxing" series, which integrates traditional aesthetic elements into it and becomes the expression and tribute of Shutila to Chinese culture.

Elaborate design and cultural traceability like this constantly outline the brand image of Shu ti la: to be created, not to continue, to break, not to inherit.

At present, luggage is becoming a rapidly rising category, according to the report of Guojin Securities, in 2018, China has a luggage market of 35.2 billion, and the CAGR in 2013-2018 is 7.9%; but in addition to high-end Samsonite, Rimowa and other international brands, the lack of domestic brands, domestic luggage brand strength is weak, the market is extremely fragmented, and it is still in the stage where it can only rely on "cost performance" to obtain customers.

It is reported that 80% of the luggage industry is made in China, and most of the Swiss boxes are actually made in China. Brands with a long history, from the point of view of origin and suppliers, may eventually be made in China. The manufacturer of Shu Ti La is also the manufacturer of the world's high-end suitcase brand, and occupying the advantage of geographical advantages, Shu Ti La has carried out all upgrades in the highest standards, so that Chinese suitcases are no longer synonymous with "cheap and low quality", and also let the cultural core of Chinese traditional culture "people-oriented" find a foothold in this field.

If the older generation of suitcase market is dominated by international brands, then the new generation of suitcases is based on Shu ti la, and each represents the cultural expression under the background of different eras. Behind the rise of domestic brands is the awakening of traditional Chinese culture.

Zhang Mingting believes that Shu Tila's innovation is rooted in Chinese culture. Shu Tila's cultural values have long been integrated into every detail of the product line: wheels, levers, boxes on the three key indicators, technical performance can surpass the international big names, at the same time, the expression of Chinese culture, but also a new generation of domestic high-end suitcase brand.