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Core Viewpoint - The article highlights the explosive growth of traditional products like wigs on TikTok Shop, showcasing how platforms like TikTok can revitalize and innovate established industries through content-driven marketing and consumer engagement [1][28][75]. Group 1: TikTok's Impact on Traditional Products - Labubu has gained immense popularity on TikTok, with related videos amassing over 28.5 billion views in the UK and 23.6 billion in the US [1]. - The success of Labubu is part of a broader trend where seemingly mundane traditional products, such as wigs, are experiencing unprecedented growth on TikTok Shop [3][5]. - The rise of wigs as a significant category on TikTok Shop is attributed to innovative marketing strategies and the platform's ability to showcase products effectively [28][30]. Group 2: The Wig Industry in Xuchang - Xuchang, a city in Henan, is known for producing 60% of the world's wigs, with over 300,000 people employed in the industry [8]. - The history of wig production in Xuchang dates back to the Ming Dynasty, and the city has leveraged e-commerce to expand its market reach [9][11]. - The wig industry has undergone two phases of e-commerce development: the first through platforms like Amazon and AliExpress, and the second through independent B2C channels [10][12]. Group 3: Challenges and Innovations in the Wig Market - The traditional wig market faces challenges such as high channel costs and a lack of differentiation due to the standardized nature of the products [14][17]. - The introduction of TikTok Shop has led to a significant increase in sales, with a 194% growth in GMV during the 2022 Black Friday event [28]. - The emergence of the "glueless wig" has become a game-changer, simplifying the wearing process and driving sales through effective content marketing [31][35]. Group 4: Content-Driven Consumer Engagement - TikTok Shop allows for a more dynamic interaction between consumers and products, enabling brands to showcase the user experience effectively [45][56]. - The platform's ability to highlight individual consumer needs has led to a shift in production logic, where content influences product development [66][75]. - The success of OQ Hair, which became a top seller on TikTok Shop, exemplifies how engaging content can lead to explosive sales growth and brand recognition [38][41]. Group 5: Future Trends in the Wig Industry - The article suggests that the wig industry is moving towards a model where consumer feedback directly informs product innovation, breaking away from traditional mass production methods [72][76]. - As younger generations take over, there is a growing focus on product development and market responsiveness, indicating a shift towards a more consumer-centric approach [71][72]. - The success of TikTok Shop demonstrates that even low-tech, high-context products can find new life through innovative marketing strategies and consumer engagement [73][75].