The difference in the demand for wigs of different skin colors


  1. Market classification

Wigs From the perspective of the global consumption sector, the consumption center of hair products is in North America. Africa, Asia and Europe are more balanced. From the perspective of micro-consumption area, in the North American sector, the United States occupies the absolute consumption market; African importing countries are mainly South Africa, Benin, Nigeria and Ghana; European consumption markets are mainly concentrated in the United Kingdom, France and Germany; Asian markets are dominated by Japan, South Korea and South Korea. As the representative, and China, Southeast Asia and other markets are also in the stage of rapid development. The consumption of wigs has a great relationship with the characteristics of hair and hair quality among different races, and there are obvious consumption differences among different races.

  1. White market and consumption characteristics

Hair product consumption characteristics;

Consumer race: black, white, yellow

Consumption area: Africa, North America, Europe, North America, Asia

Consumption tendency: make up for the defects of congenital hair quality; fashion decoration needs; make up for acquired hair loss

l Caucasian:

Caucasian hair is fine and soft, and the hair is curly and wavy. It is mainly reddish-brown and golden-yellow in childhood, and the main colors of adult hair are: white, gold, red, brown, and black. Male baldness is common. Because the hair is soft and easy to break, there is a tradition of using wigs in Europe. Types of consumer products: Hair extensions that can change the length and volume of hair are the most popular in the white market and are the mainstream of market consumption. Hair sets and hair block products also have a fixed demand.

l Product Type:

There are many hair extension products, and there is a fixed demand for headgear and hair block products. There are many social gatherings and banquets in the European and American markets, and the demand for styling changes is stronger. Hair extensions are basically fashionable fast-moving consumer goods in the European and American markets. Headgear and hair block products are highly accepted and widely used.

l Consumption characteristics: mainly mid-to-high-end products. High requirements for product quality, hair extension products mostly use high-quality human hair, and the service life is generally about 3 months. Head covers and hair blocks are mostly made of high-grade hand-crocheted products, which require high fidelity and quality.

  1. Black market and consumption characteristics

l Black people:

Black people have small curls, thin hair, and many gaps around each curl, the gaps are filled with air, and the air has poor heat transfer. Therefore, the curls have a thermal insulation effect and protect the brain from heat damage. Black hair grows from a young age to 10 cm, so most black men have bald heads, while black women love beauty and want long hair, they can’t do without wigs in their lives.

l Product type: Black people have rigid needs for wigs, and headgear and hair extensions are necessities for black women.

l Consumption characteristics: The black market is dominated by low- and medium-grade chemical fibers and human hair, and the demand is large, and customers are more price-sensitive. Black wealthy women in Europe, America and South Africa have higher requirements for quality and prefer mid-to-high-end products.

  1. Asian market and consumption characteristics

l Yellow people:

Most of the yellow people are distributed in Asia, and their hair characteristics are: black, long, thick, and straight. It can be said that they have the best hair quality among the three major races. At the same time, Asians are not prone to hair loss. In the 20-39 age group, 5% of Asians suffer from hair loss, compared to 26% of Europeans. Among the 40-59 year olds, 21% of Asians suffer from hair loss, which increases to 50% in Europeans. By the age of 60, only 43% of Asians experience hair loss, compared with 68% of Europeans. Therefore, Asia has become the largest raw material supplier in the wig market, and China has become the world’s largest wig production and exporter by virtue of its raw materials and processing advantages.

l Product type: Hair sets and hair block products are in greater demand, mid-to-high-end products are mainly for quasi-rigid decorative needs; young people are more likely to choose hair extensions. Due to their own hair characteristics, Asians have higher quality of hair products. The requirements are not high, and there is no hair extension product brand like Europe and the United States.

l Consumption characteristics: The consumption of wigs in Asian countries has a lot to do with the economic development of the country. The wig markets in Japan, South Korea and Singapore are relatively mature, while other countries include China and Southeast Asian countries. With the improvement of economic level, the wig market With the development of beauty and hairdressing markets, it is also gradually improving.


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