Core Viewpoint - The article discusses how the traditional wig industry, particularly in Xuchang, China, is experiencing a transformation driven by the rise of TikTok Shop, which has enabled new marketing strategies and product innovations, particularly with the introduction of glue-free wigs [3][41][55]. Group 1: Industry Overview - The wig industry in Xuchang has a long history, with 60% of the world's wigs produced there, and over 300,000 people involved in the industry [8][5]. - The industry has evolved through two main phases: first through platforms like Amazon and AliExpress, and now through independent B2C channels [10][12]. - Traditional e-commerce models have led to high costs and low margins due to price competition and product homogeneity [14][15]. Group 2: TikTok Shop's Impact - TikTok Shop has significantly boosted sales for Xuchang wig sellers, with a 194% increase in GMV during the 2022 Black Friday event [23]. - The introduction of glue-free wigs has become a viral product on TikTok, with brands like OQ Hair leveraging influencer marketing to showcase the ease of use [29][31]. - TikTok Shop allows for real-time data feedback, enabling brands to quickly adapt to consumer preferences and innovate their product offerings [40][46]. Group 3: Consumer Behavior and Trends - The rise of interest-based e-commerce has shifted consumer focus towards personalized and unique products, which traditional retail models often overlook [44][46]. - The success of glue-free wigs illustrates how consumer needs can rapidly evolve, driven by social media influence [47]. - The article highlights a broader trend where low-tech, high-context products can be revitalized through content-driven marketing strategies [53][55].

Core Insights - The article highlights the explosive growth of the Labubu brand and the broader trend of traditional products, such as wigs, gaining popularity on TikTok Shop, indicating a shift in consumer behavior and marketing strategies [1][10][24] Group 1: TikTok's Impact on Traditional Products - Labubu-related videos have amassed over 28.5 billion views in the UK and 23.6 billion in the US on TikTok, showcasing the platform's significant reach [1] - The wig category, particularly the no-glue wig, has seen a surge in popularity, with OQ Hair becoming a top seller on TikTok Shop shortly after its launch [11][15] - TikTok Shop has enabled brands to leverage content-driven marketing, allowing for rapid product iteration based on real-time consumer feedback [21][24] Group 2: The Wig Industry in Xuchang - Xuchang, known as the "Wig Capital," produces 60% of the world's wigs, with over 300,000 people employed in the industry [2][10] - The industry has evolved through two main phases: initial sales through platforms like Amazon and AliExpress, followed by the establishment of independent B2C channels [2][4] - Despite the growth, challenges such as high channel costs and intense price competition have persisted, leading to a search for new growth avenues [4][5][10] Group 3: Innovations and Consumer Trends - The introduction of no-glue wigs addresses consumer pain points related to traditional wig application methods, leading to increased sales and brand visibility [11][15] - TikTok's format allows for the effective demonstration of product features, which is crucial for products like wigs that rely heavily on user experience [18][21] - The shift towards content-driven commerce has encouraged wig manufacturers to innovate and diversify their product offerings, moving away from a low-price competition model [21][25]