Ranked second only to shein, it relies on a single product to become popular overseas

“As long as there are people, there will be a beauty economy.”

Indeed, the appearance economy is thriving. Even if the current economic performance is not as good as before, people's pursuit of external appearance can always "feed" related products. Compared with the pet economy and the home economy, the appearance economy has long spawned multiple 100 billion-level tracks such as beauty, personal care, and clothing. Among them, En.com would like to talk about the following single product today.

Ranked second only to SHEIN, this brand is selling well overseas

This is a product that is completely different from the domestic market performance - wigs.

In China, not many people are used to using wigs as external decoration. In recent years, this product has attracted attention, mostly because of mental stress leading to hair loss and other conditions, and partly because of the pursuit of fashion, so easy-to-wear products such as wigs and hair extensions in styling studios have entered the market in China.

However, in foreign countries, such as Europe, America, Africa, etc., wigs have been popular for a long time. In these markets, both male and female consumers have the need to solve the problem of natural hair or pursue fashion.

This is also the reason why wigs become popular products after going abroad.

In this niche market, many excellent overseas brands have emerged.

Yien.com noticed that in the 2023Q 2   In the "TOP30 E-commerce Overseas Brands Social Media Influence List " , UNice was listed again, ranking only after SHEIN . In the past year, UNice has firmly occupied the second place on the list . In terms of the full category list, its ranking has even been ahead of Anker Innovations many times.

In 2011, UNice was founded in Xuchang , Henan, the capital of wigs . At the beginning, the founder of UNice firmly grasped the needs of the overseas market and entered the field of foreign trade early. Later, the dividends of the cross-border B2C track were fully released, so UNice started to transform from B2B to B2C . In 2015, UNice opened an independent website and started the road of cross-border e-commerce.

According to Similarweb data, UNice.com 's total visits reached 1.2 million in September , and its average monthly visits in the past three months (July-September) reached 1.27 million. The website ranks 85th among independent websites in the US beauty category. If broken down to wigs, its ranking should be in the TOP5 list.

At the same time, UNice has also set up flagship stores on third-party platforms such as Amazon and AliExpress. In its Amazon flagship store, the number of reviews for UNice products is not low, with most listings having more than 7,000 reviews, and some listings having 2,000-5,000 reviews .

As a wig brand that has been exported to other countries, UNice has attracted much attention from overseas consumers. Using the keyword " UNice " in Google Trends , we can see that in the past year , the brand 's global search popularity has remained between 45 and 100 .

On social media platforms, UNice has over 300,000 followers on TikTok , over 340,000 followers on Youtube, and over 1.5 million followers on Instagram.

UNice focuses on black wigs and targets young people aged 18-45. The brand tone of UNice is light luxury, elegance, fashion and sophistication . By selling wigs worth hundreds of dollars each, UNice has now grown into a mid-to-high-end overseas brand.

After five years of overseas expansion , Luvme Hair has achieved annual sales of 1 billion

“Where there are people, there are rivers and lakes; where there are dividends, there is no shortage of competitors.”

There are many competitors in the wig market. Rebecca, which was founded earlier than UNice and successfully went public by selling wigs, has already gained a group of loyal consumers, and there are more strong competitors entering the market.

But among them, Luvme Hair, which can be regarded as a rising star , is growing rapidly.

Like a number of overseas wig brands such as UNice and Rebecca, Luvme Hair targets its main customer base at black American women and also focuses on the mid- to high-end market.

Black people are restricted by natural factors, such as hard hair , natural curly hair, severe hair loss, and difficulty in taking care of hair. Even if they dress well, their appearance will be greatly reduced because of their hair. Therefore, wigs have almost become a fast-moving consumer product that is in urgent need of black people.

It is understood that the size of the wig market in the United States accounts for more than 60% of the world's total , and many black American consumers even spend tens of thousands of dollars on wigs annually.

Against this background, many domestic wig brands have found ways to make money.

In 2019, Luvme Hair started its overseas expansion. On Amazon, although the number of reviews for Luvme Hair products is not as high as UNice , the new products performed well. For a certain wig product, more than 200 orders were sold within one month of its launch.

Luvme Hair 's independent website , luvmehair.com, also maintains a very high level of attention.

According to Similarweb data, the total number of visits to luvmehair.com reached 3.5 million in September , almost three times that of UNice.com (1.2 million). In the past three months (July-September), the average monthly number of visits to luvmehair.com reached 3.3 million, ranking 19th among independent websites in the US beauty category, and 1st in the wig category .

Luvme Hair has thousands of SKUs by understanding different needs and launching products vertically . According to different lengths, straightness, colors, etc., Luvme Hair has launched bob heads, wavy curls, air bangs, hair pads and other products. In addition, Luvme Hair also launches products for different scenes, such as special wigs for parties, sports, work, weddings , etc.

According to data, one of Luvme Hair 's hot products, the air bangs have sold hundreds of thousands of pieces in total .

Today, Luvme Hair has already started its competition and sprint overseas, allowing more consumers to know the brand . In 2021, the third year of going overseas , Luvme Hair's annual sales have reached the billion level, and it entered the Facebook China Overseas Brands TOP50 list that year , and its momentum is strong .

The market size exceeds 10 billion, and "Made in China" accounts for 80%

Whether it is UNice , Rebecca or Luvme Hair , they have all grasped the needs of overseas markets, but their success overseas depends more on the products themselves. It can be said that the country's powerful wig supply chain is the most important protagonist in their successful repertoire.

In China, the market size of wigs is not large. But abroad, wigs produced in China account for 80% of the global market share. Customs data show that in recent years, the average annual export value of wigs from China has reached 3 billion US dollars.

When talking about this powerful wig supply chain, we have to mention the wig capital - Xuchang, Henan. In 2016 alone, Xuchang's wig exports exceeded US$1 billion, accounting for more than half of the country's wig exports.

By 2022, Xuchang hair products-related foreign trade enterprises account for 66% of the city's foreign trade enterprises . Earlier data showed that there are more than 450 hair products stores in Xuchang on AliExpress alone , with an average daily export volume of more than 20,000 orders and an annual transaction volume of nearly US$300 million, accounting for more than 80% of the total hair products transaction volume on the platform .

Today, Xuchang has more than 4,000 hair product-related companies and more than 3,000 products, which are sold to more than 120 countries and regions.

Last year, the cumulative import and export volume of Xuchang hair products reached 17.9 billion yuan, with global sales of 40,000 sets per day. Its market share in Europe and the United States exceeded 40%, and its market share in Africa exceeded 70%.

In addition to Xuchang, Henan, the wig product belt in Qingdao, Shandong is also relatively developed. In addition, there are corresponding industrial belts in Hunan, Anhui, Guangdong and other places.

In the future, the dividends of the global wig market will continue to be released. By 2023, the global wig market size will exceed 10 billion US dollars . Chinese wigs with high cost performance will win more attention from consumers and take the lead in the global wig market.

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