Core Insights - Samsonite is a leading name in the travel luggage industry, with a century of history, adapting to changing travel and lifestyle trends while focusing on sustainability [1] - The company has launched its sustainability strategy "Our Responsible Journey" since 2020, emphasizing low carbon, circular economy, and durability as core capabilities for growth [1][4] - Recent interviews reveal the company's commitment to sustainable practices, including achieving 100% renewable energy usage in operations by 2023, two years ahead of schedule, and a significant reduction in carbon intensity [4][3] Sustainability Strategy - The company has set science-based carbon reduction targets aligned with SBTi standards, aiming for 100% renewable electricity in operations and a 52% reduction in scope 3 emissions by 2030 [3] - The sustainability strategy is not just an internal initiative but aims to influence stakeholders across the industry, including investors and suppliers [4] Product Innovation - Samsonite focuses on three innovation areas: sustainable materials, product recyclability, and easy maintenance, enhancing product lifecycle and resource efficiency [5] - The ESSENS series, launching in 2025, will utilize recycled materials and green energy in production, showcasing the company's commitment to reducing carbon footprints [5][6] - The PARALUX™ series, launched globally in September, features over 50% recycled materials and a self-repair design, allowing consumers to extend product life [6] Consumer Engagement - There is a noticeable shift in consumer awareness towards sustainability, particularly among Gen Z, who prioritize responsible consumption [8] - The company communicates sustainability through product transparency, reducing unnecessary packaging, and engaging in trade-in programs to promote sustainable practices [8][11] Market Impact - The company believes that sustainability is not merely a cost but a value proposition that enhances brand loyalty and attracts new customer segments [11] - Durable products may extend purchase cycles, but they also build brand reputation and encourage word-of-mouth marketing [11][12] Supply Chain Collaboration - The company collaborates with suppliers to enhance material sustainability and has established a certification system for suppliers focusing on green production [15] - Efforts include using recycled aluminum and rPET fibers, demonstrating a commitment to a circular economy within the supply chain [15][16] Future Vision - The company aims to create a traceable and circular future, allowing consumers to track the entire lifecycle of products, similar to food sourcing transparency [16] - The vision for ESG in the Chinese market emphasizes ongoing efforts for sustainable development, recognizing it as a long-term commitment [17]
ESG领跑者|新秀丽集团大中华区总裁马瑞国：在循环与耐用之间，重塑箱包的可持续路径