The best-selling product sold for 550,000 USD in 30 days! Another brand breaks through the red ocean market

As the holiday draws to a close, sellers are returning to work to prepare for this year's sales plans.

In the domestic cross-border e-commerce circle, wig products have always been popular among many sellers. Due to Xuchang's developed industrial belt, many big sellers who have risen to fame by selling wigs have been born in the surrounding area.

However, due to the serious homogeneity of wig products, the competition is also very fierce. Most of the market has long been monopolized by leading sellers. Under such circumstances, it is very difficult for new brands to stand out.

A hot product sold for $550,000 in 30 days, successfully breaking through the red ocean

In today's industry where competition is so fierce, there is a wig brand that does not play by the rules: it does not engage in price wars, but instead focuses on high customer unit prices, and eventually succeeds in breaking through.

This brand is OQ Hair , which mainly targets female consumers in Europe and the United States and sells various wig products.

Generally speaking, if a brand wants to differentiate itself, it will choose to target a specific group of people, and OQ Hair is no exception. Entering its official overseas independent website, you can see that most of its models are dark-skinned African women, and there must be a reason for it to do so.

It is understood that African American women are more likely to suffer from hair loss than white women, with the rate reaching 0.4%, so wigs can be said to be a rigid demand for this consumer group. Previous reports have shown that the average African American woman owns 6-7 sets of wigs.

In addition, the demand for wig products overseas has been increasing. At present, the United States is the world's largest wig consumer market, and African-American women are the main force of wig consumption, which is why OQ Hair chose to enter the US market first. Such a large market demand is the basis for OQ Hair's rapid rise.

In terms of product pricing, OQ Hair also has its own logic. According to the information on OQ Hair's independent website, its price ranges from US$100 to US$250, and the average customer unit price is as high as US$150, which is far higher than the average price of most wig products.

Logically speaking, with such a high average order value, it should be difficult to sell given the general consumption downgrade overseas, but the actual situation is that its sales volume is no worse than other brands.

The reason may be that it quickly occupied emerging platforms such as TikTok. Data shows that on the TikTok Shop platform alone, a star product under OQ Hair can achieve a monthly GMV of US$550,000 , even in the off-season.

Data shows that since OQ HAIR opened its store on TikTok Shop in the United States, the store’s total sales have exceeded 10,000 pieces, with estimated sales of US$1.52 million, and there is still an upward trend.

The marketing strategy behind the rapid growth of TikTok is worth learning for sellers .

The rise of social media, influencer marketing is the key

On TikTok, videos related to wigs are very popular, such as the topic #wigs, which has been viewed more than 10.7 billion times; and #gluelesswiginstall (glueless wig try-on), which has also been viewed more than 200 million times on TikTok.

Noticing this trend, OQ Hair attaches great importance to TikTok as a marketing channel. At present, its main marketing model is to promote products through overseas influencers and operate official accounts.

It is understood that OQ Hair has invested a lot of budget in cooperating with influencers. By looking for a large number of overseas influencers to cooperate with, it can not only quickly promote its brand to more consumers, but also bring a lot of conversions. Data shows that OQ Hair currently has 341 influencers who are in the fashion accessories category. The characteristic of this type of influencer is that although the video playback volume may not be high, the conversion rate is quite good, which is very cost-effective.

On the other hand, OQ Hair's official account on TikTok has accumulated more than 150,000 followers. Most of the videos under this account are trial videos of overseas influencers, such as high-definition lace, glue-free wigs, and colored wigs. The shooting techniques are simple, but the conversion rate is very high. This not only reduces the cost of independent content creation, but also increases the fun of the content. It also allows the audience to know that many people are already using the brand's products. It can be said that the value of influencer marketing has been maximized.

Currently, OQ Hair is still trying to sell goods through live streaming, but it is still in the exploratory stage. According to data, OQ Hair's account has broadcast 19 live broadcasts in the past month, with an average sales of US$2,500 per broadcast. In addition, it has also cooperated with many experts to assist in live streaming.

In addition to TikTok, OQ Hair has also deployed other overseas social platforms. Take YouTube as an example. On this platform, there are 703 videos under the hashtag #OQ Hair, and the videos are constantly being updated, which shows that OQ Hair is optimistic about the long-term investment value of social media and hopes to build its own brand image from multiple dimensions.

After all, if there is not enough brand accumulation, high-priced products will not always be popular.

The market still has room for growth, and wig overseas brands still have room to compete

In recent years, with the advancement of technology and the rise of the internet celebrity economy, the global beauty and cosmetics market has become increasingly hot, and the wig market has also ushered in a highlight moment. According to Statista data, the global wig market size is expected to grow to US$13.28 billion in 2026. This shows that although it is already a red ocean, there are still new opportunities in the wig market.

At present, there are many top-selling brands in the wig category, many of which have become household names overseas:

UNice: UNice, which started to go overseas in 2014, comes from Xuchang, the "wig capital". After years of hard work, it has grown into a leader in the North American wig market.

Luvmehair: Luvmehair, which started to go overseas in 2019, is a "rising star". Following in the footsteps of UNice, it has grown rapidly through cross-border e-commerce. After two years of going overseas, the number of visits to its independent site has exceeded one million. It has reaped tens of billions of yuan in revenue without raising any financing.

Rebecca: Rebecca was founded in 1990 and has been a world-renowned fashion wig brand for many years.

In terms of size and popularity, OQ Hair may not have any advantages compared to these brands, and its differentiation from them may not be obvious.

In the future, if OQ Hair wants to maintain its current rapid growth, it may need to find ways to further enhance the brand’s popularity. After all, the current high average customer spending requires great support from the brand.

wig

brand

Going to sea