Uncovering the Growth of OIWAS: Three Secrets Behind Brand’s Rapid Success
China’s luggage market is booming, fueled by rising consumer demand and growing travel scenarios. The industry is moving toward a market size of 280 billion RMB, expanding at an annual growth rate of 8.3%. On this fast-growing track, OIWAS Luggage has stood out with its unique strengths - what it calls its “elephant genes”: strong carrying capacity and exceptional adaptability.
By building competitive advantages across the entire supply chain, OIWAS has become a top-three brand in China’s luggage industry for consecutive years, a reliable partner for investors, and a trusted choice for millions of consumers. Its philosophy, “Pack Your World,” is more than a slogan - it reflects a business approach that combines product innovation with new retail models. So, what’s the secret to its success? The answer lies in three areas: brand, product, and business model.
I. Brand Breakthrough: The 30-Year Evolution of a National Luggage Leader
The story of OIWAS mirrors the transformation of Chinese manufacturing—from “Made in China” to “Created in China.”
The company’s roots date back to 1992, when its founding team produced luggage for the Barcelona Olympic Games, earning international recognition for quality craftsmanship. Since its official founding in 1995, OIWAS has steadily grown by adopting a “single brand, multi-category, multi-channel” strategy. Today, it operates more than 1,000 retail stores, sells internationally, and serves over 50 million consumers.
Key drivers of brand growth:
Celebrity & Omni-Channel Marketing: Collaborations with well-known stars such as Louis Koo, Jiro Wang, and Danson Tang - as well as popular livestreamers like Li Jiaqi - have created a “celebrity same-style” effect. OIWAS also partners with leading TV platforms and engages younger audiences on social platforms like Xiaohongshu, Weibo, and Douyin.
Scenario-Based Marketing: Wherever people travel, OIWAS is present. During peak holidays like May Day, summer, and Chinese New Year, the brand runs nationwide activations across airports, train stations, subways, and other high-traffic travel hubs, strengthening its emotional connection with consumers.
Cross-Border Collaborations: Co-branded products with Coca-Cola, Snoopy, and others appeal to younger, trend-driven consumers. Partnerships with Apple’s Find My network and Huawei HarmonyOS have positioned OIWAS as a leader in smart luggage, delivering both
functional and emotional value to travelers.
I. Product Innovation: Technology That Solves Real Consumer Needs
OIWAS takes a “technology + user insight” approach, solving travel pain points through more than 100 patented innovations. Instead of competing on size alone, OIWAS builds products that address real-life scenarios—earning high consumer loyalty and repeat purchases.
1. Three product revolutions that set OIWAS apart:
- Space Innovation: With expandable designs and 3D layered structures, OIWAS luggage offers up to 46% higher space efficiency, making packing more organized and flexible.
- Durability Innovation: OIWAS enforces 32 quality control steps, including manufacturing, testing, and inspection processes that go far beyond industry norms. This ensures long-lasting products that consumers can trust.
- Safety Innovation: The OIWAS Luggage Testing & Research Center benchmarks against national and provincial standards, conducting 26 mandatory tests to guarantee reliability and safety.
1. A product Strategy aligned with consumer trends:
Today’s consumers want products that are both practical and enjoyable. OIWAS responds with scenario-based collections:
- Business travel: silent wheels, front-opening access, TSA locks.
- Expandable travel: adjustable space for short and long trips.
- Outdoor travel: waterproof and shock-resistant materials.
- Light luxury travel: the Light Travel Series, created with European designers, saw a 58% sales increase in 2024, especially popular among young women.
I. Omni-Channel Expansion: Building a Growth Flywheel
OIWAS has established a powerful distribution network across six major channels: department stores, supermarkets, e-commerce, gifting, bidding, and overseas markets.
- Online: With self-operated flagship stores and cross-border e-commerce channels, OIWAS has become a top seller on platforms like Amazon, where its products have ranked in the Top 10 categories for five consecutive years and received the Amazon’s Choice label.
- Offline: OIWAS operates over 1,000 stores nationwide and partners with major chains including Walmart, China Resources Vanguard, RT-Mart, and Carrefour. The brand also serves corporate clients through customization, group purchasing, and loyalty programs.
I. Franchise Ecosystem: A Win-Win Model For Investors
For entrepreneurs and investors, OIWAS offers a franchise system designed for rapid returns. By combining a digital operations platform with full-service support, OIWAS helps franchisees shorten their path to profitability.
Flexible cooperation models include:
- Physical Store Franchise: Full support from site selection to store operations.
- E-Commerce Distribution: Low cost, zero inventory, and high profit margins.
- Group Purchasing & Bidding: Customization, drop shipping, and project support.
- Overseas Distributor OEM/ODM/JDM: Tailored services with streamlined logistics.
Comprehensive franchise support:
- Location support: Data-driven site selection using heat maps and competitor analysis.
- Training: Sales, product, and management training programs.
- Marketing: National-level campaigns and promotional planning.
- Logistics: Efficient delivery systems to ensure supply chain reliability.
In conclusion, the luggage industry is evolving beyond simple utility—consumers now expect products that reflect their lifestyles and experiences. As Generation Z emerges as a core buying force, this shift from functional consumption to experience-driven consumption is reshaping the market.
With 30 years of brand equity, continuous product innovation, and a robust omni-channel strategy, OIWAS is positioned at the forefront of this transformation. For forward-thinking investors, joining OIWAS means not only partnering with a leading brand but also seizing the opportunities created by China’s rapidly expanding consumer market.
OIWAS – Pack Your World.
