2-Second Sale: Wig Product Selection & Marketing Data Analysis
In recent times, with the normalization of overseas pandemic conditions, the once-trending "beauty economy" has witnessed a slight decline in popularity. This has led to varying degrees of decreased interest in fashion categories such as clothing and cosmetics. However, the demand for wig products remains resilient, and their availability has made them a sought-after commodity among a group of sellers. According to data from AliExpress, Chinese wigs have become a staple for foreign consumers, with one wig being sold every 2 seconds on the platform.
This report will focus on the niche category of wigs, conducting a multidimensional analysis of their sales distribution, trending products, and marketing strategies.
I. Mid-Year Decline and End-of-Year Resurgence
By examining Google search trends and Google Shopping data, it is evident that wig-related keyword searches experienced a general decline in the first three quarters of 2021. This downturn is closely related to the global economic setbacks caused by the sweeping pandemic.
Starting from November 2021, however, the keyword search interest in wigs experienced a revival due to a series of shopping festivals such as Singles' Day, Black Friday, and Christmas. Nevertheless, considering the impact of the Omicron variant and challenges in shipping timeframes, it's anticipated that wig product sales might not fully recover to early 2021 levels in the short term.
II. Hot Markets: Europe, America, and Africa
Analyzing the sales distribution of wig products on AliExpress, it's evident that sales are predominantly concentrated in North America and European countries, with the United States holding a significant share of wig sales on the platform. Notably, while South Africa accounts for only 2% of wig sales on the platform, this is likely due to AliExpress' limited presence in the African market. Nonetheless, this reveals the significant potential for wig consumption in African markets.
Etsy, on the other hand, showcases a more dispersed sales distribution of wig products. Although the United States represents 19% of sales, it still lags behind AliExpress' platform, and countries like Russia and Nigeria, representing the CIS and Africa respectively, only account for 3% of sales.
III. Analysis of Top Selling Lists in Europe and America
From the list of top-selling products, it's clear that women are the primary consumers of wig products. However, it's important to note that not only people of African descent but also Caucasians have substantial demand for wigs. Differentiating the consumer groups, wigs for non-African descent users lean towards fashion-oriented styles, with a preference for blonde colors. On the other hand, wigs for African descent users focus more on basic styles, primarily in black colors.
IV. Analysis of Top Selling Lists in Africa
The leading consumers of wigs in the African market are still women. Due to the curly nature of African hair, managing it can be challenging, making wigs a necessity for African women. The favored styles among African users are practical, with Brazilian-style curly wigs being particularly popular.
Furthermore, the purchasing power of African consumers for wigs is notably higher than that of European and American consumers. The top-selling wigs on African platforms have a minimum price of $50, with some products even reaching several hundred dollars. This underscores the potential of the African wig market for sellers.
V. Popular Content Analysis: Before & After
Currently, conventional "Before & After" content has become somewhat immune to users. Advertisers might consider using regular "Before & After" comparisons as an attention-grabber. Following this, they can include content on wig maintenance and styling to enhance the creativity of the material and encourage users to click through.
For example, Uniwigs utilizes variations of wig styles, such as braided hairstyles, in their "Before & After" presentations. This provides users with diverse visual references. The material has been posted on YouTube for 587 days and has reached a display value of 36.7 million.
Curlsistas, on the other hand, combines "Before & After" demonstrations with wig maintenance tips, aiding users in managing their wigs and extending their lifespan. This material has been displayed on Facebook for 364 days and has reached a display value of 17.4 million.
VI. Popular Content Analysis: Brand Stories
Brand story-based advertising content can enhance user identification with the brand. Although it might not directly lead to conversions, it can increase brand influence. For example, HealthyHair employs brand founders to discuss their entrepreneurial experiences and showcase their work environment. This strategy instills trust in the brand. In comparison, PrivateLabel simply displays the wig production line, along with explanations of materials and processes, to establish