26-30 years old is the age group with high incidence of hair loss
"Young people's hair loss" has become a hot topic, and wigs may become "just needed"
Wang Can
On November 10, "young people's hair loss" became a hot topic on Sina Weibo, with 130 million views and nearly 10,000 discussions.
Whether it is the ubiquitous hair transplant advertisements or the hair loss complaints that often appear on the homepage of social media, it shows that this "top" and other major event has received widespread attention.
According to data released by the National Health Commission, more than 250 million people in my country suffer from hair loss. The age of 26-30 is the "high-incidence" age group for hair loss.
With the increase in the number of people with hair loss and the change in consumers' perceptions of wigs, the market scale of wigs has continued to expand.
Yangtze Evening News/Ziniu News trainee reporter Wang Can
The sales volume of wigs exceeds 100,000 pieces, becoming the “new favorite” of fashionistas
Who doesn't love beauty?
Young people want to be beautiful and refined from head to toe, regardless of whether they have trouble with hairline shifting.
Remember Zhang Dongsheng, who was "frightening" in the super hot TV series "The Hidden Corner" in 2020?
The appearance before and after wearing a wig in the play makes people have to care about the importance of hair to appearance.
Nowadays, not only are groups suffering from hair loss wearing wigs to hide their embarrassment, but fashion groups also use wigs to change hairstyles and catch up with trends.
Colored headgears, wigs and other hair products are rich in color and changeable in shape, eliminating the trouble of dyeing and perming. As a fashion item, it has gradually become the new favorite of fashion people.
Consumer Xiao Ding is 24 years old. This year, she deliberately bought a colorful wig on a shopping platform, thinking about making a highlight effect without going to the barber shop.
In the shopping transaction records displayed by Xiaoding, the reporter noticed that the wig she bought was not a full wig in the traditional impression, but strands of hair, including smoky blue, white tea ash, grapefruit powder, flax gold, etc. Various colors can make fashionable highlighting and ear-dyeing effects.
Xiaoding bought three colors of wigs, and the actual price was only 9.57 yuan.
At present, more than 100,000 pieces of this product have been sold.
Search for "wig" on another shopping platform, and categories such as "ball head", "full wig", "wig piece", "bangs piece", and "ponytail" will appear.
The prices of these products vary, and the selling price span is not small.
There are single-digit to one-hundred-yuan wigs, low-end wigs for 200-400 yuan, mid-range wigs for 1,000-2,500 yuan, and high-end wigs for 5,000-10,000 yuan.
The reporter searched by sales volume, and the top three were all low-priced long-haired wigs. The models in the product details were all beautiful young women who looked very fashionable.
Among the products with a monthly sales volume of 40,000+, the reporter saw that the number of product reviews was as high as 126,000. Most of the buyers' shows were young women. The advantage of attracting consumers to buy was "good-looking design."
On the afternoon of November 10th, a reporter from the Yangtze Evening News came to a large shopping mall in Jianye District, Nanjing, where there was a well-known chain wig brand store.
The staff told reporters that the shop’s wigs are made of real hair, and the average price is about 3,000 yuan.
"There are customers of all ages who come to buy. Our shop can generally sell two or three tops a day." The reporter calculated that 1 top was 3000 yuan and 2 tops were sold every day. The store's monthly sales were at least 180,000. Yuan.
"Just-needed products" + "accessories", the wig market has grown steadily for 6 consecutive years
Looking at the consumer demand of the wig track, whether it is to cover up hair loss or catch up with the trend, whether it is "just-needed goods" or "accessories", wigs have the attributes that make people beautiful.
As user needs evolve, this old track is rushing towards new outlets.
On the one hand, my country's wig market demand continues to increase, and the domestic market is growing rapidly.
According to data released by the National Health Commission, more than 250 million people have hair loss in my country, with an average of 1 in 6 people losing hair.
Previously, CCTV Finance reported that the wig market has maintained a growth rate of more than 20% for six consecutive years, and the domestic market is expected to reach 14.43 billion yuan in 2023.
A reporter from the Yangtze Evening News conducted a search on the Tianyancha website using "wigs, hair products" as keywords, and there were 30,788 related companies whose status is active, surviving, moving in, or moving out.
The data shows that from 2014 to 2019, the number of related company registrations maintained an annual growth rate of more than 30%.
In 2016, the wig industry ushered in its first "burst". In this year, there were 3370 registered companies, and the annual registration growth rate was as high as 51.36%.
On the other hand, capital poured into the wig track, and cutting-edge brands emerged.
With the change in the concept of young consumers, the concept of wigs as accessories has taken root in the hearts of the people, and the wig track is once again favored by capital.