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A few days ago, in the production workshop of Juancheng Lanrun Hair Products Co., Ltd., workers were skillfully rushing to make wig orders.An exquisite human hair product requires workers to carefully sort, comb, twist, twist and other processes before it can be completed.After that, these "hairs" of different colors and lengths will travel across the ocean and be exported abroad.Cao Qiyun, general manager of Lanrun Hair Products Co., Ltd., said that after a series of processing, seemingly ordinary hair will become "valuable.""100 grams of hair can be sold for about 1,000 yuan, which is why it is called 'black gold.'"Cao Qiyun picked up a strand of tied hair and told reporters: "At present, lighter hair colors are more popular. The product in front of you seems to have a single color, but in fact it uses five types of hair.Different colors have gradients to make them look so natural and beautiful.鈥?/p>It is understood that wig products, which are made from human hair or special chemical fiber filaments and processed through a series of processes, are mainly used for hair styling, hairdressing and hairdressing teaching, and to compensate for hair loss and hair loss, etc., to meet the needs of special occupations.Among them, most of the products are used for hair and makeup and are fashion consumer goods.The hair products industry is not only a characteristic industry of Juancheng County, but also a pillar industry of foreign trade, with more than 90% of its products exported abroad.As of the end of 2023, there are more than 1,500 hair products processing companies in the county, and their products are exported to North America, Europe, Africa and other places. 103 companies with import and export performance have become the leaders in Juancheng County's export-oriented economic development, and at the same time play an irreplaceable role in solving employment and rural revitalization.From walking alleys to cluster developmentJuancheng County is known as the "Hong Kong Hair Capital of China" and is famous at home and abroad as the "Hometown of Human Hair".Since the 1970s, some people in Juancheng County have begun to purchase human hair. With the gradual liberalization of the market, the number of people engaged in human hair buying and selling activities has increased.In the early 1980s, the Jindi human hair and fur market in Juancheng sprang up spontaneously and became one of the earlier professional markets in the country. It was later replaced by the Zhengying and Fuchun human hair markets.By the mid-1990s, the number of human hair dealers in Juancheng County increased year by year, and workshop-style production began. The low-end products produced were sold to state-owned foreign trade enterprises. Human hair purchasers traveled all over the country and neighboring countries such as India, Vietnam, and Myanmar. Juancheng County gradually developed into an important distribution center for the purchase and sale of human hair raw materials and a hair product processing and production base in the country, with nearly 100,000 employees.Since 2000, driven by companies such as Heze Northern Hair Products Co., Ltd. and Heze Oscar Hair Products Co., Ltd., the hair products industry in Juancheng County has entered a second entrepreneurial stage, showing a strong momentum of development.A group of human hair purchasing and processing households that have completed their capital accumulation have begun to engage in primary and deep processing of the hair products industry. The industrial chain has been continuously extended and improved. They have initially embarked on a characteristic development path that is based on the market, with enterprises as the leader, a virtuous cycle of purchase, plus sales, and coordinated development of trade, industry and agriculture. The products involve dozens of types of hair clips, hair curtains, hair sets, hair blocks, etc., and are exported to North America, Europe, Africa and other places.Since 2003, Juancheng County has held the China (Juancheng) International Human Hair Style Festival, relying on the advantages of the local hair products industry to attract businessmen to inspect, negotiate and invest through cultural performances, long hair and hairdressing accessories displays.Since 2012, Juancheng County has planned and constructed the first and second hair products industrial parks in the Juancheng County Provincial Economic Development Zone in order to achieve united development, mutual benefit and win-win results in the hair products industry, and to maximize the superposition and cluster effects. They implement unified planning, unified water supply, unified steam supply, unified pollution control, and unified public facilities in the park.At present, more than 70 deep-processing enterprises have settled in the park, with fixed asset investment exceeding 1 billion yuan and annual output value reaching 2 billion yuan. It has been rated as a national-level professional demonstration base for foreign trade transformation and upgrading and a provincial-level cross-border industrial cluster.In February this year, the construction of the third hair products industrial park in Juancheng County started, covering an area of 鈥嬧€?86 acres and a construction area of 鈥嬧€?80,000 square meters. The main products of the project are an annual output of more than 530 tons of hair products and more than 2.6 million pieces of various wig products.Cross-border e-commerce promotes industrial upgrading "Relying on Alibaba's 'Orange Base', we have organized more than 120 cross-border e-commerce training courses in recent years, training more than 3,000 cross-border e-commerce professionals, and providing strong talent support for the development of cross-border e-commerce. Currently, there are more than 110 cross-border e-commerce companies selling products." The person in charge of the Juancheng County Commerce Bureau told reporters.Juancheng County actively expands new channels for cross-border e-commerce and helps guide many hair product companies such as Xuanchang, Shangkai, and Xinda to implement layout on global social platforms such as Facebook, Twitter, and Instagram, seize traffic dividends, and cultivate new growth points for cross-border e-commerce. The cross-border e-commerce team continues to grow.In order to promote the development of e-commerce in the direction of clustering and standardization, the Juancheng County Party Committee and County Government have made every effort to build the Juancheng County Bolingyungu E-commerce Industrial Park with a total investment of 200 million yuan, an area of 鈥嬧€?38 acres, and a construction area of 鈥嬧€?0,000 square meters. It provides integrated services for cross-border e-commerce and builds a virtuous circle of cross-border e-commerce ecosystem. Currently, more than 40 cross-border e-commerce companies have settled in the park.At the same time, the introduction of DHL and FedEx, the world's top 500 international express companies, not only reduced international logistics costs by 30%, but also greatly shortened the cross-border transaction cycle.In order to further improve customer experience, 20 companies in Juancheng County have registered their own brands abroad, and 12 companies have set up overseas warehouses.In 2009, Wang Wei, general manager of Juancheng TEDA Hair Products Co., Ltd., launched cross-border e-commerce through Alibaba International Station, hoping to sell Juancheng people to all over the world through e-commerce.鈥淲e planned ahead, started designing our own online mall, and began to implement a sales model that integrates supply, production and sales. With New York as the first site, we opened 5 foreign experience stores to create an independent brand that integrates supply, production and sales. We continue to innovate in research and development technology, improve customer experience services, and increase the world鈥檚 awareness of Juancheng human hair.鈥?Wang Wei said.Chen Hongpeng from Chenwang Street is a rising star on the road to "making a fortune" and starting a business.From 0 yuan to annual sales of 7 million yuan, it took him 5 years to create a local "legend".Under Chen Hongpeng's leadership, more than 300 surrounding villagers were employed.Chen Hongpeng said: "Wigs are as indispensable as our clothes abroad. Foreigners often need to wear different wigs to attend different occasions." He hopes that through his own efforts, he can become a power supplier for adults, expand the sales of human hair, enrich the wallets of surrounding villagers, and contribute to the development of the human hair industry in his hometown.In recent years, Juancheng has relied on external forces to activate internal forces and actively cultivate new engines for e-commerce development.One of the highlights is that the Juancheng County government regards the development of cross-border e-commerce as a breakthrough for "scientifically catching up and catching up from behind" to promote the fission-type development of local characteristic industries.Building momentum to sail the blue ocean "on your head"According to the person in charge of the Juancheng Hair Products Association, the current consumption of hair products is mainly concentrated in North America, Africa and Europe.Over the years, developed regions such as North America have been the main areas for global hair product consumption. There are no hair product manufacturers in North America and they mainly rely on imports. They have always been a hot consumer market for hair products. Juancheng's hair product exports are mainly based in North America.Europe is the birthplace of the hair products industry. It has a long history of wearing hair products, a relatively mature market, and a large and stable consumer group. It is an important consumption center for hair products.At present, Africa is the second largest consumer market for hair products in the world, and hair products are products in rigid demand in Africa."African women don't have to buy clothes and shoes, but they will definitely buy wigs. In Africa, wigs are a 'rigorous necessity'. Africans have hard, curly hair that grows slowly and takes time and effort to take care of. So wigs have become a necessity for local beauty-loving women, and they are also the products they are most willing to spend money on." Wang Wei told reporters.At present, the domestic hair products market is developing rapidly. With the steady development of the economy and the improvement of national consumption levels, people's consumption concepts have gradually changed. At first, the purchasers of wigs mainly aimed at covering baldness and gray hair. Nowadays, wig products have begun to be favored by the younger generation because of their cosmetic properties. Today, when appearance is paramount, young people dress up from head to toe, and diversified hairstyles are naturally an integral part of the ever-changing styles.The demand potential for hair products is gradually being released, and the scale of consumption is increasing year by year. At the same time, our country is also a country with a large population. The domestic demand for hair products is very considerable, and the potential for later development is good. It will gradually transform from a major producer and exporter of hair products to a major consumer.The rise of the "appearance economy" has become a future trend. Wigs are expected to become an important appearance-enhancing item for beauty lovers in addition to cosmetics, jewelry, and clothing. They are expected to become a necessity for women's fashion dressing. The domestic incremental market contains a blue ocean.Juancheng County Xinda Hair Products Co., Ltd. actively deploys brand building and channel construction in the domestic market, promotes the development of new models and new business formats such as live streaming e-commerce and instant e-commerce, continuously innovates and enriches consumption scenarios, and cultivates new consumer brands.The "Xinda Wig" chain store operates in accordance with the model of "brand integration, product trending, and considerate service". It provides personalized and meticulous services based on the needs and pain points of Chinese people for wigs. Based on this, it builds a well-known brand in the domestic market. It has successively opened more than 10 physical stores in Heze, Jining, Tai'an, Jinan and other cities.Product marketing has obvious advantages, truly realizing the online and offline O2O model and realizing the replication of standardized models.鈥淯nder the current market situation, the road of 鈥榚-commerce鈥?is the road that hair product companies must take. To develop the e-commerce market and use new cross-border e-commerce formats to help expand the export of hair products and achieve industrial transformation and upgrading, the most urgent thing is talent.鈥?The person in charge of the Juancheng Hair Products Association said frankly.For example, the "Qimei" brand wigs of Hengyin Company in Juancheng County live-streamed its sales of human-hair wigs on Douyin, Tmall, Pinduoduo and other platforms, with more than 2,000 daily orders and annual sales of more than 44 million yuan.鈥淯sing cross-border e-commerce platforms to engage in B2C sales requires companies to provide a full set of services to foreign consumers online. It requires a large number of professional talents to operate, not only good English, but also marketing skills. The wigs emphasize display, they need to be able to take photos, and they also need to be taught how to care for them. However, limited by the level of economic and social development, there is a lack of professional talents in hair product companies.鈥?Cao Qiyun told reporters.It is understood that Juancheng County has set up special funds to introduce talents in cross-border e-commerce of hair products, increase special subsidies for talents, increase salaries and benefits, and use benefits to tie the hearts of talents.At the same time, we will strengthen the cultivation and selection of local hair product talents, jointly run schools with universities, and set up hair product-related majors to truly cultivate a group of high-quality talents who can be retained and perform well.At the same time, Juancheng County is actively building the 鈥淛uancheng Human Hair鈥?location brand.Increase the publicity of "Juancheng Human Hair", create a regional public brand of "Juancheng Human Hair", and use the group effect to form a "location brand".Guide and coordinate hair product companies to add the regional concept of "Juancheng" in the process of trademark brand registration and product sales, so that the first thing consumers think of when they think of wigs is "Juancheng", forming a regional advantage brand "Juancheng Human Hair".Heze Daily reporter Jiao Tongshuai