From the perspective of the consumption of hair products in China, in the past, due to the relatively backward consumption concept of wigs in China, domestic consumers mainly wear wigs to compensate for physical defects (such as hair loss, hair loss), and lack of awareness of makeup and beauty. Form a consumer climate. However, this situation has been changing. Investigations and studies believe that the Chinese public has a strong desire to pursue fashion. With the development of China’s economy and the increasing purchasing power of domestic consumers, the Chinese people’s pursuit of fashion consumption luxury goods will make More and more fashionable consumer goods are gradually entering the daily consumption of Chinese people. 　　 The most critical factor in the promotion of fashionable hair products in China is the change of people's consumption concept. Looking back from a historical perspective, we can give examples to illustrate that the impact of changes in consumption concept on daily life is gradual and significant. More than 30 years ago, when suits, ties, jeans, bell-bottoms, sunglasses, etc. began to enter the mainland, they were loved by young fashion-conscious young people who pursued fashion, but they conflicted with the concepts of the previous generation and were popular by the public. Boycott is designated as the exclusive use of street rascals and illegitimate people. But with the passage of time, jeans, etc. have already entered the fashion industry, occupying a large area in the fashion field. Therefore, with the change of concept and the improvement of consumption ability, the concept of wig as a fashionable consumer product will gradually become popular, and it will become a new consumption hotspot through celebrity demonstration, consumption guidance, and promotion of young groups. As the absolute mainstream of the consumer market, female groups do their part to become their absolute main consumer groups. With the increasing maturity of the Chinese consumer market, the female consumer goods industry has entered a period of rapid growth. The fast-growing economy will provide fertile soil for the development of the fashion hair products industry. Female consumer goods are mostly high or even huge profits, mainly composed of fast-moving consumer goods and luxury goods. High-end cosmetics, accessories, leather bags, wigs, etc. are all classified as fashionable luxury consumer goods. In terms of luxury consumption, according to forecasts, China in 2010 There will be 250 million consumers able to buy luxury goods, and sales will exceed 11.5 billion U.S. dollars by 2015, and China's total luxury consumption will account for 29% of the world. B. The consumption of women born in the 80s and 90s is more fashionable and personalized. Post-80s and post-90s have gradually become a symbol of fashion life, and their consumption is always inseparable from fashion. Fashion brands have been familiar with them as early as the post-80s and 90s junior high school era. People born in the 80s and 90s like to be unconventional, fresh and exciting, very self and individual. In terms of dressing, accessories and distribution, individuality and uniqueness are also pursued, so wigs with various variations can better cater to their needs. C. Female consumption has irrational characteristics. Women's hobby of shopping is the soil for irrational consumption. With the continuous innovation of modern marketing methods, various promotion and discount methods have emerged one after another, which has increased the possibility of irrational consumption by women. Perceptual consumption is an important feature of female consumption. The survey shows that 93.5% of women aged 18-35 have experienced various irrational consumption behaviors, and irrational consumption expenditures accounted for more than 20.0% of the total female consumption expenditures. The demand in my country's domestic market has just begun to be released, and the space for demand is gradually opening up. With the transformation of my country's consumption concept, the demand for wig products will grow considerably. In general, the demand for wigs in major consumer markets is increasing year by year, and the further cultivation and expansion of potential consumer markets have provided the wig industry with a broader development space and bright development prospects. The entire industry will maintain 15%-20% in the future. Annual growth rate, the total output value of China's hair products in 2015 will reach 2 billion US dollars.