The annual personal care products market in China is 160.8 billion yuan.  If calculated according to the above ratio, the static size of China's wig market is about 4 billion yuan. If it is expected that the income level of residents and the increase in wig consumption propensity in the next 5 years, The wig market is growing at an average annual compound growth rate of 18%, and will reach a market size of 10 billion in 2015.

　　 One, consumption area analysis

　　From a regional perspective, black consumer groups in the European and American markets will maintain steady growth. At the same time, the potential of black consumer groups in Africa is huge, and the domestic market will gradually rise.

　　1, North American market

　　 The world's largest consumer market for hair products.  Because black people are the most important consumer group among the "compensating disadvantage groups" of rigid demand, there are more than 30 million black Americans,  and because the United States has a high consumption power,  the world's largest consumer market for hair products is currently in the United States.  North America, which is dominated,  is also the most mature. Although the US economy has not yet fully recovered, consumers are polarized. With product upgrades, demand in the US market will remain flat or even grow moderately.

　　2, European market

The European market is smaller than the US and African markets,  but the main demand is white fashion consumption (hair sets and clip hair), and its overall consumption level is higher.  Although the European debt crisis has an impact on the economy, it is gradually recovering as the economy , The demand is expected to rise steadily in the next few years.

　　3, African market

　　 There are nearly 700 million blacks in the African market. At present,  only 10-20% of them wear wigs.  In the future, there is a lot of room for development in rigid demand.  It is the world's largest consumer market for hair products.  With the economic development of Africa and the improvement of people's living standards,  it may surpass the United States as the largest market in the next 3-5 years, and it is expected to maintain a growth rate of more than 20% in the next few years.

　　 4. Domestic market

　　 my country is the world's largest producer and exporter of hair products, but its consumption is less than 5% of global consumption.  However, as consumers agree with "beauty from scratch" and attach importance to the shaping of personal image by hairstyle,  the domestic beauty salon industry has also become a large market of hundreds of billions.  According to the Yano Research Institute of Japan, the market size of hair products related industries in Japan (including hair growth, hair transplantation, hair care and wigs) has reached 200 billion yen, of which wigs are the most popular way of consumption,  with a market size of approximately 93 billion yen. Japan’s personal care products market is 3,713 billion yen, and the wig market accounts for about 2.5%. Then we infer that the annual personal care products market in China is 160.8 billion yuan. If calculated based on the above ratio, China’s wig market is static. It is about 4 billion yuan.  If it is expected that the wig market will grow at an average annual compound growth rate of 18% in the next five years with the increase in residents' income and the increase in wig consumption, and it will reach a market size of 10 billion in 2020. It can be said that the domestic market has just started.

　　 2. Consumer group analysis

　　From the perspective of consumers, the current consumer groups of hair products are mainly divided into four categories:

　　 1. Make up for defect groups (including congenital hair defects, such as black people, and people with acquired hair loss). Among them, black people are the most important consumer group.  Black people are naturally curly hair,  close to the scalp, difficult to comb and shape, and slow growth, which seriously affects black people,  especially women's pursuit of beauty. It is a rigid demand.

　　2. Consumers in special industries (such as lawyers, judges, actors, models) belong to rigid needs.

　　 3. Beauty salon schools mainly use teaching heads for teaching. It is a rigid demand.

4. Consumers who pursue fashion are mainly for fashion decoration needs. Family gatherings are popular in European and American society.  The habit of wearing wig accessories has become popular in the early 20th century.  Some women usually have a number of different styles and different colors of wigs and headdresses to suit The needs of different occasions.  The fashionable decoration group pursuing hair products has gradually expanded to Japan, South Korea, Hong Kong, Taiwan and mainland China. It is optional consumption.

According to statistics from the National Hair Products Association, global hair product consumption has generally shown a steady and rising growth trend. Even during the 2008 financial crisis, global consumption still maintained a growth rate of 12.4%,  except for North America due to the mid-end Consumption has been affected to a certain extent, and the other three continents have maintained relatively rapid growth, which shows that while hair products have optional consumption attributes, rigid demand is also steadily increasing.