Wigs, the latest fashion items
As early as a few years ago, some celebrities used wigs for styling and appeared on various fashion weeks and red carpets. Coupled with the efforts of brands such as Rebecca in market education, wigs have become popular among consumers. It has transformed from a rigid need to a fashion item.
The latest trend of fashionable wigs starts with Lisa, a member of the Korean girl group Blackpink and mentor of "Youth With You 2".
If you want to have a beautiful hanging ear dye like Lisa, even the senior teacher Tony will recommend you to use a wig directly: "This kind of hanging ear dye is quite troublesome, first of all, you need to pick out a few strands of hair around your ears and bleach them several times. Otherwise, you will not be able to achieve this outstanding effect. Then there are 'tide colors' such as platinum, light pink, and gray blue. These colors basically fall off very quickly, so you have to supplement the color often... In short, open Taobao. Take a look, there are all kinds of prices and colors, just clip it on, and you can change it when you get tired of it."
Keeping up with fashion trends is a must-have for the wig industry.
The relevant person in charge of Rebecca told New Retail Business Review: "Rebecca releases popular hair colors every season. The main application of the new hair color is hanging ear-dyed clip hair, which makes it more convenient for consumers to use, and at the same time, in the popular hair color. There are more choices in color.”
As the only listed company in the wig industry, Rebecca's products are exported overseas, and now it has seized the wave of younger wig users in China. Creation of sub-brand Rebecca Youth.
Ainiya just completed the optimization of the ear-hanging hair dye products last year, and the hair material and color matching just met the strong demand of users, which made Ainiya successfully catch the trend caused by Lisa.
"We're really grateful to Lisa, she's the one who drove the ear-dyeing market." Yan Jinli, manager of Ainiya's flagship store, said half-jokingly.
Yan Jinli and his wife started the wig business in 2011, but it was not until around 2017 that the wig industry began to achieve substantial growth, and last year can be said to be an outbreak.
He gave the new retail business review an intuitive data: 3 years ago, the daily shipment volume of Ainiya's store was only a few hundred orders, and before 2021, their daily shipment volume has reached more than 3,500 orders.
In 2018, 3D cranial wigs were popular, in 2019, hat wigs, and in 2020, they became hanging ear dyeing. The trend of wigs has been changing. This means that the development of any wig brand cannot stop for a moment.
Yan Jinli revealed to New Retail Business Review that the research and development cycle of each new product of Ainiya ranges from one week to one month, but after developing new products, they will continue to improve and introduce new ones. For example, after the launch of the straight hair hanging ear dyeing product, the curly hair hanging ear dyeing wig was also launched.
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