Qingdao has a “wig town”. One-eighth of the world’s wigs are produced here.

Global high-end wig manufacturing base

It is understood that the production of hair products in Ligezhuang Town has a history of more than 30 years. After years of struggle, it has formed a complete industrial chain integrating R&D, production and sales.

As a global high-end wig manufacturing base, Ligezhuang Town is aimed at high-end black groups and is exported to Europe, America and Africa. At present, there are more than 300 hair products factories and foreign trade enterprises in the town. The annual output value of the industry is 2.8 billion yuan, and the employment population is 30,000.

In recent years, along with the deep integration of the Internet and various industries, the wig industry as a traditional labor-intensive industry is facing the transformation pressure under the new situation. "The impact of the Internet can't be avoided. Only by actively embracing the Internet and using the network to fill up the shortcomings in the sales of the hair products industry can we turn the impact into a driving force and expand the profit margin of the products." The head of Qingdao Guanfa Hair Products Co., Ltd. Zhang Kunjun introduced. "At the same time, the products are also transferred to high-end products. High-end wigs as high-end fashion consumer goods, consumers' demand elasticity is low, consumer groups are relatively fixed, high prices are not easily affected by the economic situation. On the contrary, the introduction of high-quality, new products will More attractive to consumers to buy."

Last year, Guanfa Hair Products Co., Ltd. changed its previous low-end mass production and win-win mode, increased independent research and development, and registered the “premier” brand abroad, focusing on the high-end market. At present, 80% of the company's products are high-end wigs with real hair as raw materials, and the price is stable and profitable. When the national export tax rebate rate was lowered to 9% last year, the company's overall profit was not greatly affected. Orders have been placed in May, and orders from January to February increased by 12% year-on-year.

Personal custom wig

On the basis of “online” in the sales process, in order to further seize high-end small-volume orders, the sales model of Ligezhuang Town Hair Products Enterprise gradually changed from B2B to B2C, paying more attention to personalized customization, and designed for different individual consumers. Production, to win the trust of customers with high quality, individuality and uniqueness, to stabilize the customer base, to avoid the risk impact of policies and environment.

“Guests only need to send personal photos through the company website, we can design products suitable for the face and skin color of the guests. The hair quality, curvature and color can be customized according to the requirements of the customers.” In the production of men's wigs Qingdao Shuntai Yuanfa Products Co., Ltd., the person in charge, Ma Yanliang, while showing the fake development, told reporters. At present, among the products sold by Qingdao Shuntai Yuanfa products, private customized products account for 70%.

One-eighth of the global market share

Under the leadership of the industry leader, Li Gezhuang hair products companies have rushed out on the Internet. At present, 90% of the enterprises in the town have expanded their online business, 80% of the companies use Alibaba International Station, AliExpress, eBay and other third-party platforms to sell, 30% of the companies independently designed the website, avoiding the third-party platform. Bidding sales, 28% of enterprises have established overseas warehouses, shortening transportation time and saving transportation costs. The wig products exported by the whole town account for one-eighth of the global market share.

Wig sales can go against the market, and in addition to the company's own efforts, the government's active help is even less. Sales are most afraid of price wars within the peers and engage in vicious competition. Under the guidance of the local government, in December 2013, Jiaozhou Hair Products Association was established, and 45 members of the Ligezhuang Town Association, accounting for 80%. From the past "single fight alone" to the "bringing development" of the past, the industry has lost the suffocating suffocation of the peers, and has increased the enthusiasm of the market and enhanced the ability to resist risks.

Under the impetus of the government, the Association has repeatedly invited experts such as Alibaba and AliExpress to conduct business guidance in Ligezhuang Town, organize training more than 30 times, and visit more than 10 times in other places to let excellent e-commerce companies share their experiences. In order to reduce the logistics cost, Jiaozhou Hair Products Association cooperates with UPS Logistics in the name of the association, so that local hair products enterprises can enjoy the ultra-low discount of UPS logistics.

Hosting the National Hair Products Summit

“A few days ago, the first China (Qingdao) hair products cross-border e-commerce ecological summit was held in Jiaozhou. The purpose of hosting this summit is to build a platform under the strategic situation of 'Internet +', relying on large-scale e-commerce platform. Support the development of hair products e-commerce enterprises." For the future development of the industry, Li Gezhuang Town Party Secretary Liu Wei is full of confidence, "the development of small cities is inseparable from the support of industrial clusters.

Next, Ligezhuang Town will build an e-commerce industry start-up base based on Toto's E-Commerce Co., Ltd., relying on its “crowdfunding fashion” e-commerce to join the sales platform, and promote traditional products such as hair products, handicrafts and hats to build their own brands. Promote products to the outside world, and cultivate fertile soil for the development of characteristic e-commerce fashion towns with distinctive industrial characteristics and flexible institutional mechanisms. ”