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].