Recently, Liu Yanan, the head of Yiwu Pilot Wig Co., Ltd., the owner of the “American Element†wig brand, was invited by a friend in the circle. When he returned to the model, he took a group of outdoor photos, and also because of the photos wearing colored stockings. People's style has suddenly become the focus of Yiwu network business. What is even more relishing is that recently, Taobao.com announced the 2010 Taobao category transaction data. His “beauty element†is in the TOP10 brand of Taobao Mall’s 2010 “Makeup†volume, according to the amount of Alipay and According to the number of Alipay pens ranked sixth.
Who is a wig?
Feel the magic of fashion wigs
In 2007, Liu Yanan was hired to a certain hair products factory in China. One day, several African female merchants entered the sample room in the factory. When they saw various styles of wigs, they almost finished madly facing the mirror. Trying that top, that excitement is more than just seeing beautiful clothes. This is the first time that Liu Yanan has experienced the magic of fashion wigs for women.
Soon after, he took the group to the exhibition. After the exhibition, the staff prepared to pack the wig samples. He walked away for a while. When he returned to the booth, he saw a group of women workers wigs on the head, standing on the stool. Have fun on the table. It turns out that fashion wigs are not attractive to domestic women. However, careful Liu Yanan found that the wig styles used for export to Europe and the United States are not suitable for Chinese facial features.
"At that time, most of the domestic wigs still stayed in the functional appeal. For the fashion wig field, the Chinese market is like a "garden field" of foreign brands. Hair design, terminal sales, and brand are all in the hands of others, most factories in China. It is only processing raw materials and production, and earning low processing fees.†Liu Yanan, who saw this market gap, decided to make fashion wigs suitable for Chinese people. And since 2008, with the growing popularity of domestic COSPLAY (animal character reality show) and the entertainment star's respect for fashion wigs, wigs have gradually been accepted by young people, especially becoming the "90s" fashion props.
"beauty element" wig
pH is equivalent to potable water
Yiwu has a factory that produces wigs, but the level of craftsmanship is generally not very high. The wigs produced are worn on the head and the hair will stick to the face. Liu Yanan found samples from other places, let Yiwu's factory proof, and the processing fee doubled. After a few months, I still couldn't make it. Later, I finally met a manufacturer who was going to try to produce high-grade samples. After continuous technical improvement, Liu Yanan finally selected his own production base and registered the “beauty element†trademark.
Liu Yanan wants to make the "beauty element" become the representative of the high-end brand of Yiwu fashion wig. For this reason, the "beauty element" wig uses Korean and Japanese imported hair in the selection of materials, and the production process adopts world-class standards. In the middle of last month, the “beauty element†wig passed the test of the Zhejiang Fiber Inspection Bureau and the National Garment Product Quality Supervision and Inspection Center. The results showed that the formaldehyde content was 20 (less than the standard specified by 75) and the pH value was 6.5 (equivalent to drinking water). ). Prior to this, the "American Elements" export products have been tested by many international inspection agencies such as Disney, Wal-Mart and TUV in Germany.
With a cost-effective product, Liu Yanan immediately followed up on his own independent website and put products suitable for domestic sales. At that time, specialized sales websites were rare. When their websites were launched, they would have calls every day to order products. After that, he put the product on Taobao.
"Products from scratch, we filled the gap in the market, coupled with Taobao. This channel, our 'beauty element' ranked Taobao wig industry for the second consecutive year, sales first, market share first, and succeeded in 2010 Into the 'Amoy brand'." Liu Yanan said that in the next three years, the domestic fashion wig industry will be a period of explosive growth, then they will lock the market segment, according to product style launched a series of sub-brands. He believes that the opportunity in this industry lies in the intensive cultivation of brands and products, and the customer experience.