China News Service, Jinan, February 18th: Shandong expands the new track of "appearance economy" and wig products become popular in the New Year
Author Sun Tingting
"This wig uses 80,000 real hair. It is hand-crocheted and the price is relatively high. This one is made of chemical fiber silk and has a hard feel. It is very popular in Africa." Spring Festival of the Year of the Dragon During this period, in Xintai City, Tai'an City, Shandong Province, Yin Xunjing's Shandong Philoya Hair Products Co., Ltd. received more than 5,600 product orders from the United States. He "barked" into the workshop and worked overtime with the workers to make the products. product.
Workers are making wig products. Photo by Chen Yang
Yin Xunjing said that each process of these carefully made wigs is strictly controlled from cutting, combing, weighing, color matching to final finished product inspection. They are not only popular in the domestic market, but also exported overseas, covering Southeast Asia, The Middle East, Europe, America, Africa and other places.
Wigs of different colors and types are displayed in the exhibition hall. Photo by Chen Yang
In Philoya's wig display area, there is a dazzling array of wigs of various styles and styles. There are more than 500 styles to choose from, from loose hairstyles, long hairstyles, short hairstyles to curly hairstyles, wavy hairstyles, braided hairstyles, etc. "After more than 10 years of development, Filoya currently has 7 domestic and multinational companies, more than 800 employees and outsourcers, and controls more than 10 hair product factories in Qingdao, Yiwu, Henan, etc. At the same time, it has established marketing companies overseas to increase its brand influence. Keep expanding." Yin Xunjing said.
During the Spring Festival of the Year of the Dragon, China’s New Year goods consumer market ushered in a golden period of booming supply and sales. Driven by the "Spring Festival Effect", the "appearance economy" market is full of enthusiasm, and wigs, false eyelashes, clothing and other related products are selling well.
False eyelashes are beauty products that beautify the eyes and are used for daily makeup and stage effects. In recent years, driven by the "appearance economy", the false eyelashes industry has flourished. Hou Jie, the person in charge of Haojie Eyelashes in Taishan District, Tai'an City, has been engaged in the processing and wholesale of false eyelashes since 2021. In three years, the processing points have expanded from 1 to 6, with annual shipments reaching more than 10 million pieces, becoming a nearby small store. A famous "leader".
The "open source" on the demand side makes Hou Jie's "supply side" no longer stop at simple production and processing. "Establishing my own brand of false eyelashes and opening up the entire industrial chain from upstream production to downstream sales is my goal in the next stage. Only by establishing our own brand and making our own characteristics can we ensure the healthy and stable development of the enterprise and no longer Restricted by the one-way supply of goods from upstream merchants." Hou Jie said that online shopping and live streaming also allowed her to see the advantages of self-media in terms of convenience, efficiency, low cost, wide coverage, and fast dissemination. She hopes that in 2024, her company can catch the e-commerce express, work hard on in-depth integration of online and offline, and deeply explore the beauty market.
Data map: Workers are making clothes in the workshop of Shandong Shangniu Intelligent Manufacturing Co., Ltd. in Huantai County, Zibo City. Photo courtesy of Huantai County Party Committee Propaganda Department
"With the improvement of people's living standards, from 'dressing warmly' to 'dressing beautifully' to 'wearing personality', the changes in clothing reflect the style of the times. Nowadays, customized clothing that highlights individuality has become increasingly popular among the post-90s generation. The choice of young people born after 2000." Ren Haoyuan, general manager of Shandong Shangniu Intelligent Manufacturing Co., Ltd. in Huantai County, Zibo City, said that as the pioneer of intelligent customized denim clothing, the company breaks through traditional thinking and uses big data systems to Providing "one person, one version" single-piece tailoring denim customization service, allowing people to feel the magical charm that technological innovation brings to the traditional clothing industry.
In addition, the above-mentioned companies have also conquered the core technology of personalized customization-remote AI photography and body measurement technology. This technology can accurately locate the outline of the human body. Based on image recognition and deep learning, it can quickly and accurately measure nearly 30 items of human body data, and combine it with big data algorithms for automatic correction, ultimately achieving personalized customization with a body measurement accuracy rate of over 98%.
Ren Haoyuan said that in recent years, Shangniu Intelligent Manufacturing has transformed from a traditional product economy to an experience economy in accordance with its differentiated strategy of small batches, personalization, and mass production, and has carried out "Internet +" personalized customization transformation of its clothing production lines, and built a oriented Customers, designers, upstream and downstream enterprises and employees can realize the industrial Internet platform of large-scale personalized customization, design sharing and collaborative manufacturing of denim clothing.
In Chiping District, Liaocheng City, Xie Peng, a college student who has returned to his hometown to start a business, is optimistic about the development potential of "beautiful economy + e-commerce". After establishing a fashionable women's clothing design studio and production workshop, he opened online stores to sell products on multiple commercial platforms, and made product design and advertising novel and unique. "When we make products, we must take style, comfort, and cost-effectiveness into consideration so that they can become popular online," Xie Peng said.
After years of development, the company has gradually developed from imitating styles to a designer brand Internet celebrity store with clear style positioning. The styles are constantly innovated and the popularity continues to increase. "I want to collect more user feedback and data through factory live broadcasts, and explore a way to live stream sales of our local fashionable women's clothing," Xie Peng said.
In the finished product warehouse of Shandong Runcheng Special Paper Co., Ltd. in Pandian Town, Qihe County, Dezhou City, a batch of water transfer printing base paper to be sent to Hebei has been packaged and ready for shipment. This is a new product independently developed and produced by the company. product. Chai Zhengling, a senior engineer at the company, said that the product is mainly used for personalized printing of clothing. The paper surface is coated with a layer of special material that can be transferred to clothing and is suitable for young people's personalized clothing and hat pattern needs.
"By comparing and analyzing domestic and foreign paper samples, we finally formulated the most suitable process. There are not many domestically produced papers of the same type." Chai Zhengling said that at present, the company is moving towards key core technologies in the fields of special paper, special paper research and development and production. Fa Li has more than 20 patented technologies.
The public's pursuit of beauty has become the "power engine" to activate the "appearance economy" industry and accelerate the release of the "beauty economy" market consumption vitality. Merchants take advantage of people's love for beauty to "nugget gold" in a new track for the beauty economy. The reporter learned that in addition to wigs, false eyelashes and clothing, Shandong is also targeting the development of the cosmetics industry on the new track of "appearance economy". In the "Implementation Opinions of Shandong Province on Promoting the High-Quality Development of the Cosmetics Industry" issued, it was stated that the province will build a high-quality development cluster for the cosmetics industry, an ecosystem of high-quality international cosmetics raw materials, and a cosmetics technology innovation center. (over)