The idea is to target African Americans, and the overseas brands have an annual sales of 1 billion

With the rise of the "wig economy", some Chinese overseas brands have earned 1 billion yuan a year from the African-American wig segment.

African-American hair is usually naturally fluffy and tightly curled, which is extremely difficult to manage. Compared with women of other races, African-American women are more likely to suffer from hair loss problems. Therefore, wigs have become a "must-have" to solve their hair loss and hairstyle problems. Luvme   Hair seized on this demand and made huge profits overseas.

This year is already Luvme   This is the tenth year that Hair has been deeply involved in this field. Over the years, relying on the wig industry belt in Xuchang , it has quickly entered the North American market with its accurate insight into the market and continuous innovation .

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The average monthly visits to the independent site exceeds 2.6 million

According to an Arizton market research report, the U.S. wig and hair extension market size is valued at $2.79 billion in 2023, and the market size is expected to reach $6.34 billion by 2029, and is expected to grow at a compound annual growth rate of 14.69% during 2024-2029.

According to statistics, the US market consumes about 60% of the world's wig products, among which African American women are one of the main consumer groups. They have a strong demand for wigs, which usually need to be replaced every 1-3 months. The average person owns as many as 6-7 sets of wigs, and many American black consumers even spend tens of thousands of dollars on wigs each year.

However, 10 years ago, there were not many products targeting the black community. Luvme Hair saw this business opportunity and acted quickly. It has been rooted in the US market for many years and has deeply tapped the consumption potential of African-American women. According to relevant information, Luvme Hair now launches new products and designs every two weeks, and its product portfolio has expanded to cover 15 wig categories and more than 200 styles.

From an online perspective, Luvme Hair has made a comprehensive layout on third-party platforms such as Amazon and independent websites. On Amazon, many products are hot-selling, and one of them, a short wig with bangs priced at $89.9, has entered the top 50 of the BSR list of the wig category. In the fiercely competitive wig category, Luvme Hair has two products on the BSR list, demonstrating strong market competitiveness and product appeal.

Compared with third-party platforms, Luvme Hair's independent website is operating better. Similarweb data shows that in November this year, the total global visits to Luvme Hair's independent website exceeded 2.65 million, of which the United States contributed more than 94%. Among all traffic source channels, direct traffic and natural searches accounted for as high as 67.3%, indicating that Luvme Hair has not only accumulated a large user base in the US market, but also successfully established a high degree of popularity and influence through continuous brand building and market promotion.

Luvme Hair closely focuses on the needs and preferences of African-American consumers in terms of product development, design and promotion. The independent website also exclusively uses black women as models.

On Trustpilot, an overseas third-party review website , Luvme Hair has accumulated more than 4,400 reviews. It is worth mentioning that among these reviews, as many as 83% are five-star reviews.

A master of social media marketing

As early as 2021, Luvme Hair's annual sales had reached 1 billion yuan. Not only that, it has also been included in Facebook's top 50 global brands and Google's top 50 global brands.

Behind these impressive achievements is Luvme Hair's high attention to social media marketing. Luvme Hair has launched a full-scale layout in the field of overseas social media, and its official accounts have widely covered mainstream platforms such as Instagram, Facebook, YouTube and TikTok.

In addition, different operating strategies have been formulated in a highly targeted manner based on the characteristics of each platform and the differences in user groups, in order to achieve precise marketing and efficient promotion.

On the Instagram platform, Luvme Hair mainly adopts the operation model of co-promotion with influencers. By publishing posts co-promoted with influencers, it successfully created a strong exposure potential, which effectively promoted the increase of brand awareness and product sales.

Facebook is a key social platform where Luvme Hair has carried out a certain amount of advertising and content release. Its advertising forms are mainly pictures and videos, and the distribution of the two is relatively balanced, accounting for about 25% each. In addition, Luvme Hair has also carefully created two Facebook customer groups with more than 100,000 group members, all of whom are consumers who have purchased the brand's products. The brand actively participates in these group activities, specially arranges team members to organize various activities every day, and conducts close interaction and communication with customers.

On the YouTube platform, Luvme Hair has worked with many influencers to carefully produce videos such as unboxing reviews and wig wearing tutorials, which deeply demonstrate the material characteristics and wearing effects of wigs. In addition, its own channel also continues to release many practical videos closely related to wigs, covering wig care tips, beginner tutorials, and real customer feedback.

On the TikTok platform, Luvme Hair, on the one hand, works closely with content creators and ordinary users to release a large number of wig wearing tutorials and effect demonstration short videos, attracting users' attention with vivid usage scenarios and intuitive and clear display effects; on the other hand, it actively launches challenge topics and welfare activities such as #gluelesswig, vigorously encouraging users to actively participate in content creation, and further enhance the brand's influence and user engagement.

Backed by Xuchang Wig Industry Belt

The founder of Luvme Hair, Helena Li, graduated from Henan Xinyang Normal University. After coming into contact with the Xuchang wig industry in 2009, she entered the wig industry. For this reason, although Luvme Hair is affiliated to Guangzhou Hete Information Technology Co., Ltd., its development roots are actually deeply rooted in the Xuchang wig industry.

There are three wig industry belts in China, including Xuchang, Henan, Qingdao, Shandong, and Yichun, Jiangxi. Among them, Xuchang is the world's largest hair product distribution center and export base, accounting for more than 60% of the global wig market share. Xuchang's wig industry has many well-known brands, such as Rebecca, Ruimei, Shenlong, etc.

According to the "Xuchang County Annals", its wig industry can be traced back to the Jiajing period of the Ming Dynasty, when people made wig props for drama performances. In the early 20th century, Xuchang people began to cooperate with foreign businessmen to sell wigs overseas, gradually forming a certain industrial scale.

Xuchang regards cross-border e-commerce as an important way to innovate international trade methods and increase cooperation between hair products and the global market. With the help of cross-border e-commerce platforms, the sales of Xuchang wigs continue to grow. In 2022, the cross-border e-commerce transaction volume of Xuchang hair products exceeded 1 billion US dollars, and exports reached 16.85 billion yuan in 2023, an increase of 17.7%, accounting for 71% of the city's export value. "Xuchang Wigs" are always ranked in the top 3 of AliExpress's overseas best-selling list.

As a fashion accessory, wigs can not only be used to cover hair loss, but also meet people's pursuit of ever-changing styles, and market demand is constantly being released. According to data released by China Customs, China's wig exports reached US$3 billion in 2022, accounting for 80% of the global hair products market share.

Among them, North America and Africa are still the top two export destinations for China's hair products, accounting for about 75% of the total export volume of China's hair products. The United States in North America, Brazil in South America, South Africa and Nigeria in Africa, and the United Kingdom in Europe are the main export destinations for China's hair products.

Against this backdrop, will there be more Chinese wig overseas brands emerging?

Luvme