Screenshot of the TV series "The Hidden Corner"
Sino-Singapore Jingwei Client, October 22nd (Yan Shuxin) When it comes to wigs, what do you think of?
Hair loss?
Mediterranean?
senescence?
Or is it Zhang Dongsheng, the villain played by Qin Hao in the TV series "The Hidden Corner"?
So, will you associate the wig with the post-90s?
That's right, the post-90s.
A reporter from China-Singapore Jingwei recently discovered that some post-90s generations have begun to wear wigs due to hair loss and have "emptied" their wallets.
Post-90s become "hair loss hardest hit area"?
"Sisters, are you losing your hair? I think I'm going to be bald!" Recently, the post-90s mother Liu Ya asked in the mother group.
Liu Ya told the Sino-Singapore Jingwei Client that after giving birth, she was deeply troubled by postpartum hair loss. "Every time I wash or comb my hair, I have to do enough mental development for myself, and I lose a lot of it, like a nightmare. It’s the same. Hair was originally less, now it’s even bald."
Liu Ya discusses postpartum hair loss in the mother group.
Source: Photo courtesy of respondents
Xu Cong, born less than two years after graduating in 1995, is also anxious about hair loss recently.
Unlike Liu Ya, Xu Cong originally had thick hair. After work, due to factors such as high pressure and long-term irregular work and rest, she began to face the problem of hair loss, which became more and more serious.
Xu Cong said that in order to save her hairline, she tried various methods, including food supplements, medicinal supplements, use of anti-dropping products, hair growth products, etc., but with little effect.
"The hairline is getting higher and higher, and the hair is getting thinner and thinner, almost to the point where the scalp is visible to the naked eye." Xu Cong laughed at himself.
Liu Yang also faces the problem of hair loss.
Liu Yang is currently working in a software company in Beijing. He is a post-90s "code farmer". At the age of 29, he has already shown signs of "balding".
During the November holiday this year, Liu Yang went back to his hometown for a blind date, but he was disgusted by the other party because of the hair problem, which made Liu Yang a hit.
After returning to Beijing, he began to consult with major hair transplant institutions, determined to "repair" the piece of hair that had been taken off the top of his head.
In fact, post-90s who suffer from hair loss like Liu Ya, Xu Cong, and Liu Yang are not a minority.
According to a report from CCTV Finance, the National Health Commission's 2019 survey data show that in recent years, the number of people with hair loss in China has been on a straight line, with an average of 1 in 6 people losing hair, and my country's hair loss population has exceeded 250 million.
Among them, people between 20 and 40 years old account for a larger proportion.
According to the "Night-time Consultation Report" released by the Ali Health Medical Deer APP on October 15th, 65% of the users who asked for consultation from 21:00 to 7:00 the next day were born in the 90s; those with symptoms such as acne, hair loss and depression In the consultation, the post-90s accounted for nearly 80%.
Photograph by Yan Shuxin
Expensive for hair transplant? Wigs are not cheap!
The increase in hair loss population has stimulated the rise of hair loss economy such as wig sales and hair transplantation.
According to data from Tmall, wigs were once popular on Double Eleven last year. As of 8:00 on November 11, 2019, the top 10 cities in the number of wig transactions on the platform were Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Wuhan, Chongqing, Nanjing, Suzhou, "Beijing, Shanghai, Guangzhou and Shenzhen" dominated the top four wig sets in sales, and Shanghai became the country's most "bald" city by leaps and bounds.
Among the purchasers, the post-90s were the most "bald", accounting for 42.41%, followed by the post-80s (25.88%) and the post-70s (14.28%).
"The first share of wigs" Rebecca has publicly stated that as of 24:00 on November 11, 2019, Rebecca's "Double Eleven" day of the entire network reached 5.96 million yuan.
"The reason why I chose a wig is mainly because the hair transplant is too expensive. The hair like me is sparse, and how much money it costs to plant it! Now that I have accepted the fact that I am bald, it is not a big deal to wear a wig occasionally "Xu Cong said.
It is understood that Xu Cong just bought a wig two months ago.
According to DT Finance, relevant statistics show that in 2018, about 500,000 hair transplant operations were performed nationwide, and the amount of surgery exceeded 10 billion yuan.
It is conservatively estimated that the average cost of a hair transplant surgery is more than 20,000 yuan.
However, wigs are not cheap.
Xu Cong introduced to the Sino-Singapore Jingwei client that the wig she just bought was priced at 5590 yuan, which almost cost her half of her salary.
"Although it is a little expensive, but at least when attending some important occasions, it will not be so'bald'."
Xu Cong bought the wig for 5590 yuan.
Source: Photo courtesy of respondents
A reporter from Sino-Singapore Jingwei found that the price of wigs on the market varies from low to mid-end wigs for 200-400 yuan and mid-to-high-end wigs for 1,000-1,500 yuan.
Among them, high-end wig products are the most expensive, ranging from two to three thousand yuan, and tens of thousands of yuan is not uncommon.
"The price of wig products is mainly related to factors such as material, craftsmanship, area and length. Real hair is more expensive than mixed ones, and handmade crocheted ones are more expensive than machine-sewn ones." Xiang Zhong, a staff member of a wig shop in Beijing Introduction of the new Jingwei client.
The staff member said that high-end wigs are mostly real hair, and at the same time, it is necessary to sew one hair into the hair net by hand. This is not only time-consuming and laborious, but also a test of technology. Much more expensive."
The China-Singapore Jingwei reporter learned that in the above-mentioned wig shops, most real hair sets or hair clips start at 3,000 yuan, and the most expensive ones can reach 18,000 yuan.
"There are more than 2,000, but they are sewn by that kind of machine." The above-mentioned staff member said.
Some companies make 200 million yuan a year by selling wigs
Wigs are so expensive, are they very profitable?
Taking Rebecca as the “first share of wigs” as an example, data shows that in 2019, Rebecca achieved a total operating income of 1.819 billion yuan and a net profit of 212 million yuan attributable to shareholders of listed companies.
Rebecca, the full name of Henan Rebecca Hair Products Co., Ltd., was established in October 1999. As early as July 2003, the company was listed on the A-share market and is known as the "first share of wigs" in China.
In Xuchang, Henan, there is a street named "Rebecca Avenue".
Public information shows that Rebecca’s main business is the research and development, design, production and sales of hair products series. The main products are craft springs, chemical fiber springs, human hair wigs, chemical fiber wigs, teaching heads, and composite fiber materials. Large category, with independent brands such as "Rebecca", "Sleek", "NOBLE", "JOEDIR", "Magic", and "QVR" globally.
According to Rebecca's 2019 annual report, during the reporting period, the company sold about 1,287,500 sets of human hair wigs, with revenue of 345 million yuan; sales of about 3.0848 million sets of chemical fiber wigs, with revenue of 242 million yuan.
Among them, the gross profit margin of human hair wigs was 48.36%, and that of chemical fiber wigs was 29.55%.
However, according to Rebecca, its products are mainly sold to North America, Africa, Europe and Asia.
According to data, in 2019, Rebecca’s export market achieved sales revenue of 1.447 billion yuan, accounting for 79.52% of operating income, of which the North American market achieved sales revenue of 404 million yuan, accounting for 27.92 of the total export market revenue. %.
"The North American market is the world's important consumer market for hair products, and African Americans are the world's most consumer wig demanders." Rebecca said.
Photograph by Yan Shuxin
It is worth mentioning that with the increasing demand for domestic wigs, Rebecca is also expanding the domestic market.
In 2019, Rebecca achieved 264 million yuan in sales of wigs in the domestic market, an increase of 6.42% year-on-year, accounting for 14.52% of operating income; by the first half of 2020, this proportion has increased to 21.22%.
"The company's sales in the domestic market mainly rely on self-built terminal channels, and implement the brand chain and'Rebecca' and'Sleek' dual-brand business strategy. The main consumers are women who pursue fashion and dare to break through themselves and other practical consumer groups." Beka said.
Data shows that as of the end of the first half of this year, Rebecca has established 189 stores in first- and second-tier cities across the country, including 76 directly-operated stores and 113 franchised stores.
Market participants pointed out that the domestic wig market is ushering in a period of accelerated penetration in the context of accelerating aging, early hair loss after 80s and 90s, and the rise of the "value economy".
Zhongtai Securities also believes that the domestic hair care and hair transplant industries have shown explosive growth, and the current market size is about 10 billion yuan, while the wig market size in the same period is only about 4.5 billion yuan.
Post-70s, post-80s, and post-90s who are more accepting of wigs are gradually entering the "40+" core customer age group for wigs, and industry demand is expected to accelerate.
It is predicted that the size of China's wig market will be about 25 billion to 35 billion yuan in the future.
(Zhongxin Jingwei APP)
(In the text, Liu Ya, Xu Cong, and Liu Yang are all pseudonyms.)
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