“Black people’s hair is naturally curly and hard to care for. Wigs are just what they need.” Ni Qianqing, head of the fast selling wig industry, told Red Star News.
The wigs exported from China have been regarded as “black gold” by the local people in Africa, and many people are discovering real gold from “black gold”.
Peter, a foreign student, buys wigs for customers in South Sudan in China. On April 24, he told Red Star news that before the end of April, his net profit for the month was about 1200-1600 US dollars (about 8065-9408 yuan).
At the same time, the Red Star News reporter found that the business income of hair products enterprises in the African market in one year reached 1.947 billion yuan.
African students: earn money by buying wigs on behalf of others
“Asian women may be more concerned about face and skin, but in Africa girls are more concerned about hair, and they have a high demand for it.” Peter, an international student from South Sudan, told Red Star News.
At present, Peter studies business administration at Hefei University of technology. After studying, he started to buy wigs on behalf of others, bringing them back to his country, South Sudan.
He told Red Star news that women in South Sudan usually spend a lot of money on their hair every month. In weddings, festivals and even ordinary days, they often go to hair salons for consumption.
“If a girl goes to a beauty salon every week, she may spend more than $100 a month on her hair. But if they buy one or two wigs, they can save for months. It’s a good deal for them. ” Peter said.
Peter came to China in September 2011 and started to buy wigs on behalf of others since last summer. “At the beginning, I had friends who wanted to buy wigs from me. I knew the Chinese market better, so I helped them buy them on behalf of others.”
At first, Peter went to the market for a field trip, but now he regularly buys wigs from a supplier from Yiwu, Zhejiang Province. On April 24, Peter told Red Star news that April was not over, and his net profit this month was about 1200-1600 US dollars (about 8065-9408 yuan).
When asked if African consumers are able to afford wigs, Peter said, “70% of people who buy wigs are office workers, and they can afford them. The quality of wigs is good, so the price is no longer a problem. “
At present, Peter’s sales model still relies on regular customers to bring new customers. He said that the conversion rate of advertising purchase published on social platforms is very low, and he hoped that people in South Sudan could accept e-commerce in the future.
African market growth 100% – 300%
On average, one wig is bought every two seconds, according to Alibaba’s cross-border e-commerce platform, instant messenger. Among them, the annual growth rate of wig turnover in European and American markets is about 50%, while that in African markets will be 100% – 300%.
Ni Qianqing, head of the fast selling wig industry, told Red Star news that the growth was not surprising. Because it represents the mode of cross-border e-commerce, compared with the traditional manufacturing industry and traditional foreign trade in the past, end consumers can directly omit the middle wholesalers and retailers.
Shen Dali, who has been engaged in the hair products industry for many years, also introduced to Red Star News reporters that 40% – 50% of the company’s share is directly realized through B2C platform fast selling, and the remaining share is still in the traditional B2B foreign trade mode.
“According to the current sales situation of our company, in B2C, the whole North America accounts for about 40%, Europe accounts for about 30%, and other countries are from Africa and the Middle East. For B2B, North America accounts for about 50%, and Europe and Africa will account for about 50%. ” Shendalei said.