The rise of handbags from domestic brands has been widely discussed on social platforms, especially Rednote because their prices have steadily increased alongside sales. Data shows that among handbags priced over 1,000 RMB (137.79 USD), the top 3 best-selling brands on Tmall in February are Coach, Songmont (山下有松) and Qiuzhen (裘真). Two out of the three are homegrown brands, with a total of seven Chinese handbag brands making it to the top 15.
Not only are most of these Chinese handbag brands in the 1,000 to 2,000 RMB (275.58 USD) price bracket, but they are comparable to accessible luxury brands like Coach, Michael Kors, Songmont and GROTTO (个乐), which have surpassed the 2,000 RMB threshold. The highest-priced GROTTO bag is 4,988 RMB (687.30 USD) and has sold over 1,000 units on Tmall, while the most expensive Songmont bag, priced at 4,580 RMB (631.08 USD), has received over 2,000 orders on the platform.
The attraction of these premium domestic brands, first and foremost, is the look and practicality. Rednote data shows that the top comments for both Songmont and Qiuzhen bags are “like” and “good-looking”. The affordability of good quality without “logo tax” from luxury brands is another draw for fans. Thirdly, they are comparatively niche and appeal to those looking for unique self-expression.
Indeed, brand storytelling is a key factor in these brands’ ascension into accessible luxury. While collaborating with global designers and participating in fashion weeks, brands like Songmont shape their own lifestyles and stories via podcasts and campaigns. With added celebrity partnerships and an offline presence, Chinese brands are providing an elevated experience to the “xiaozi” (小资, lit. petit bourgeoisie) cohort that aspires to that lifestyle.
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