la bello wig，The current development status and trends of the domestic wig market

The rise of the beauty economy has made hairstyles a key factor affecting overall appearance. As the world enters an aging society, hair loss and baldness are becoming younger, and compared to hair transplantation and dyeing, they can cause varying degrees of damage to the scalp. Wigs are more healthy, easy to wear, diverse in style, cost-effective, and have a wide range of choices, and their market demand is constantly increasing.

At present, the main raw materials for wigs are human hair, synthetic fibers, and mixed fibers: human hair comes from human hair, and the product is lightweight, breathable, and highly realistic. The disadvantage is that it is not easy to shape; Chemical fibers are divided into low-temperature fibers, high-temperature fibers, and protein fibers. The products are relatively thick and the effect is not natural enough. The advantage is that they are easy to maintain long-term shape; Mixed silk is a mixture of synthetic fibers and human hair.

Domestic mid to high end wigs are mainly made up of human hair (or human hair accounts for 70% or more), with complete after-sales service, few participants, and mild competition. The main brands are three national brands: Rebecca, Arime, and VS. In addition, there is a Japanese brand called Aderans. The four major brands are mainly directly operated and cover department stores and shopping centers in first and second tier cities, forming a nationwide layout; However, low-end brands mainly focus on chemical fiber hair, with numerous industry brands, mainly regional brands/individual businesses, without after-sales service, and their channels are concentrated in e-commerce and street shops, resulting in fierce market competition.

From the perspective of competitive landscape, in 2018, the overall market share of mid to high end brands represented by Rebecca, Arime, VS, and Japanese Aderans was about 15%; Among them, Rebecca has a market share of 9% and maintains a stable position as a leading domestic enterprise. The remaining 85% of the market share consists of thousands of mid to low end and low-end brands.

From the perspective of wig sales in different price ranges through e-commerce channels, according to AgeClub’s statistics, wig products priced between 200 and 400 yuan are the most popular, followed by mid to high end wig products priced between 1000 and 1600 yuan. It can be seen that many consumers are more inclined to choose wig products with high cost-effectiveness.

When it comes to China’s wig production base, we cannot help but mention the famous “wig capital” of Xuchang, Henan. It is said that the history of manufacturing wigs in Xuchang can be traced back to the Qing Dynasty, and currently, 7 out of every 10 wigs sold worldwide come from Xuchang. In 2018, the export value of wigs from Xuchang, Henan was about 1.073 billion US dollars, accounting for nearly 30% of the total export value. The annual export value of Luohe, Henan was 594 million US dollars, and the total export value of the two regions accounted for 46% of the national weight; Shandong Province is another major province for wig exports in China. In 2018, wig exports from Qingdao, Heze, Jimo, and Jiaozhou accounted for 17.78% of the country’s total exports.

The problem of hair loss has become a new concern for young and middle-aged people worldwide. In the world list of baldness rates, European countries almost dominate the top ten, with Czech men ranking first with a baldness rate of 42.79%, followed closely by Spain, Germany, France, and the United Kingdom. In Asia, China has a relatively low rate of baldness, with the majority of balding population distributed in the southern coastal areas. According to the shopping pin of this year’s Double Eleven shopping festival, the purchase volume of wig sets in Chengdu ranks fifth in the country, with the post-90s generation accounting for 42% of wig set buyers.

The cost-effectiveness of Chinese wigs is higher than that of Europe, America, Japan, and South Korea. In addition, the workmanship is realistic and can be customized privately, meeting the consumption needs of foreign consumers. The latest data from a cross-border e-commerce retail platform shows that wig sales have maintained a rapid growth of 300% all year round, with an average of one wig being purchased every two seconds. The annual sales of wig products reach billions of yuan. The famous wig producer in China, Xuchang, sells an average of 40000 sets globally every day, with an annual turnover of up to 1.5 billion yuan. Various data shows that the foreign market is increasingly in need of Chinese wigs, and the wig industry has become the entrepreneurial goal of many young people.

The domestic wig market is also slowly developing. Nowadays, Chinese people face significant academic and work pressures. Causing many people’s hairlines to rise. According to incomplete statistics, the number of people with hair loss in China is about 200 million. With the increasing number of people suffering from hair loss in China, the domestic wig market has shown enormous potential, and wigs are no longer exclusive to performers.