Although the fashion business above the head has already become the leader of the global wig manufacturing industry, in order to return to China to create a fashion wig brand, Rebecca has to start from scratch.
Text | CBN reporter Feng Yimeng figure | Fan eternal hot July, a stylish female model appeared on the billboard on the bus stop in Beijing. On each billboard, she has at least two different shapes, or one long hair, one short hair, or one curly hair and one straight hair.
The Rebecca company that made this advertisement received a lot of strange consultation calls. Some people thought that Rebecca was opening a hair salon. Some people thought it was selling hair curlers, and some people thought it was selling mascara.
This makes Rebecca employees somewhat dumbfounded. In fact, Rebecca Hair Products Co., Ltd. (600439), a listed company in Shanghai, is the world's largest manufacturer of wigs. These advertisements are just pushing its trend hairstyle.
More than 90% of Rebecca’s revenue comes from overseas, and three out of every five wigs are its products. The first lady of the United States, Michelle Obama, is a newcomer to the fashion industry. She is also a fresh and elegant black Bobo short hair, sometimes gentle and generous brown long curly hair. These "secret weapons" are from Rebec. card. In addition to OEM OEM, Rebecca's own brand NOBLE is also the first brand in the African hair products market.
But these bizarre phone calls indicate that the company is still unknown in China.
Rebecca began to change this state four years ago, but its initial attempts were not very successful.
At that time, Rebecca was completely new to the domestic market. Although it has already occupied a large market share overseas, the volume of the Chinese wig market is too small compared with foreign countries. This is both an opportunity and a challenge – many Chinese may not have thought about wearing a wig at all. That should be considered by the talents of "smart and top".
The cautious Rebecca first did an investigation. In October 2005, Liu Qiaoling, the chairman of Beijing Zhongguang Phoenix Advertising Art Center, took the job of doing marketing planning for Rebecca in China. She took a group of professors, doctoral students and graduate students from the School of Management of Beijing University of Science and Technology. Special projects have started research.
At the end of December of this year, the survey results were released: although the acceptance of wigs in the Chinese market is still in its infancy, the number of people who need or are willing to wear wigs is more than 500,000, and the age group of consumers is 18 to 30 years old. There are three categories of fashion consumer groups, practical women's consumer groups, and people who need to make up for defects due to hair loss.
What makes Rebecca’s chairman Zheng Youquan excited is that more than half of the consumers over the age of 15 think that “wearing and changing the use of wigs has become a fashionable consumer conceptâ€, and this proportion is even close to the middle-aged and elderly population. Seventy percent. At the time, the wigs in the domestic market were mainly low-end products produced in Guangzhou and Fujian.
The results of the survey gave Zheng Youquan great confidence. He decided to make a self-owned brand with the same name as the company in the country and take the high-end fashion route.
However, in Europe and America and Africa, Rebecca has no experience in selling its own terminals.
Rebecca's three major brands in Europe and America, SENSATIONNEL, SHAKE.N GO and SLEEK, are jointly developed and produced by partners. Rebecca is actually an OEM of these brands. Although NOBLE in the African market is its own brand, it is mainly sold through wholesalers. And the demand for wigs in this market is completely different from the Chinese market. "Afro-descendants because of the quality of the hair, the most important thing is to make the hair full and heavy feeling, the style is relatively simple, but the Asian people are more concerned about the comfort, fidelity and breathability of the wig, not only that, but also the style Follow the trend." Guo Hua, the propaganda planning manager of Rebecca Beijing Branch.
In order to open the domestic market, Rebecca must change the product style and find a sales channel that suits them.
Liu Qiaoling suggested that Rebecca firmly grasped the word "fashion", shaping the wig into the fashion of people's heads, selling high-end products, abandoning the sales habits of domestic wigs to agents, and using high-end hair salon flagship stores. To provide guests with "high quality and distinguished service".
Rebecca partially adopted Liu Qiaoling's suggestion that the products sold in China are mainly high-end, and the lowest price is also more than six or seven hundred yuan, and most products are priced from 1,000 yuan to 3,000 yuan.
But also because of cautious considerations, when Rebecca’s first store opened in Beijing in February 2007, it did not take the form of a hair salon flagship store, but opened on the street of Dongdan – in Rebecca. It seems that this is not only a step away from the fashionable shopping center Oriental Xintiandi, but also close to Peking Union Medical College Hospital. If the former is conducive to recruiting fashion people who have “elastic demand†for wigs, the latter gathers a lot of people. For patients with chemotherapy who have suffered from hair loss, this part of the customer can guarantee the "rigid demand" of the products in the store.
Dongdan Store actually took on the task of Rebecca to explore domestic marketing methods, accumulate basic experience and data, collect consumer characteristics and consumer feedback. Although the sales performance of Dongdan store is stable from 500,000 yuan to 800,000 yuan per month, 30% of it is contributed by people who buy wigs due to chemotherapy. This is still the high-end fashion that Rebecca originally envisioned. The image gap is quite large.
With the opening of the Dongdan store, Rebecca also launched the first advertising program in the domestic market. Regrettably, this advertisement has hardly left any impression on consumers. At the time, Rebecca had only one store in China, which made the advertising investment seem costly.
Rebecca, who adjusted his ideas, stopped advertising in 2008 and was concentrating on opening the store.
In the following year, Rebecca entered the high-end shopping malls such as Shin Kong Place and Raffles in Beijing. At the same time, Shanghai, Chongqing, Shenyang, Hangzhou and other cities have also been fully rolled out. At present, the number of Rebecca stores in the country has reached 50.
Unlike the previous Dongdan store, these stores are located in high-end shopping malls in the local high-end business district. Rebecca is particularly inclined to choose those malls with joint mode. Although there is a one- or two-month repayment period, this will not only save a rent, but also reduce the cost of at least half of the store, and also ensure a stable passenger flow - Dongdan store The pattern was discarded.
Now every Rebecca store, in addition to the ordinary sales staff, >> also equipped a hair stylist, and set up a special wearing area to serve customers.
Before joining Rebecca as a hair stylist, Zhou Jianfeng worked in a famous hairdressing agency in Beijing for 8 years. His work at Rebecca includes not only recommending suitable wigs based on the customer's face, clothing, and temperament. Once the customer chooses to buy the wig, he will provide further prune for the wig to make it more suitable for customers to wear. . Now he is the manager of Rebecca Dongdan.
In order to create a stylish, high-end image, in addition to opening a store, Rebecca also began to cooperate with the fashion industry and the entertainment industry.
Rebecca hired the famous image designer Jimmy as the chief image designer at the Institute of Hair Technology in Beijing. The designers of the R&D department will take a class every three months, and the professionals from the European, American, Japanese and Korean hairdressing industry will introduce the most. The fashion frontier hairstyle, the designer combined with the domestic fashion trends, design the new wig of the season.
It has also worked with stylists such as Xu Qing and Fan Bingbing to design a variety of wigs. These wigs have been placed in prominent positions in Rebecca's stores, and almost every one is more popular.
"The biggest difficulty that Rebecca is currently facing is to change the Chinese people's perception of wigs. The star's exemplary role can change this concept to a certain extent and drive the sales of Rebecca wigs." Rebecca Beijing Branch Manager Cao Naixiang said.
It is a pity that fans who are even more eye-catching can't see the star with the wig of "Rebecca" brand. Rebecca still needs to rely on advertising to promote its reputation.
So, this summer, Rebecca launched an advertising campaign again. Just like the model's long and short, straight-forward hairstyle and the slogan "Weekly, Tuesday, Wednesday, straight, Thursday re-roll", Rebecca tries to emphasize the wig's fashion traits, just like changing every day. A set of clothes has become a habit for many people, and you can also change a beautiful wig every day: hair style, length, and color can be changed every day.
This ad quickly received the satisfaction of Rebecca. Even though the summer season is considered to be the traditional off-season of wig sales, advertising has also significantly boosted product sales – Rebecca’s sales in July increased 40% from June sales. In 2007, Rebecca's domestic sales were 3 million yuan. In 2008, it increased to more than 8 million yuan. In 2009, it reached 30 million yuan in July, and it is expected to exceed 50 million yuan in the whole year.
After several years of planning, Rebecca finally began to find some feelings in the domestic market.
However, many consumers were attracted by advertisements, but they were disappointed. An Xiaojing, who is an accountant in Baidu, is one of them. One day in early July, she and her colleagues passed Rebecca while shopping in Raffles, and selected several hairstyles to try on the advice of the in-store hairstyle. She likes a short Bobo hair, but the price of the wig makes her shake her head - 1,200 yuan, almost enough for her to buy 4 of the latest clothes.
Although the salesperson introduced Rebecca, it can provide extra services that low-end wigs can't do—such as free Korean hair nets and hair extensions, to ensure that wigs are comfortable to wear, such as cleaning wigs for free for a certain period of time, such as during production. Environmentally friendly glue to avoid damage to customers' health, but An Xiaojing did not buy it at the end. "I just tried to play with it. It is not worth spending so much money."
Positioning high-end Rebecca seems to overestimate the demand of fashion wigs for the general public, and there are not a few customers who are scared away by high-priced wigs. "At present, Rebecca's really good products are products ranging from 1,200 yuan to 1,800 yuan, that is, the middle and low-end products of Rebecca's entire product line." Cao Naixiang said.
In fact, Rebecca considered adopting a multi-brand strategy in the domestic market as early as 2007. In addition to the high-end brand Rebecca, it will also develop the “JOEDIR†brand for young popular groups and sell “NOBEL†at a lower price for the pathological group. "Brand. But until 2009, this strategy has not been implemented.
However, this does not affect Rebecca's pace of opening up the domestic market. "The total advertising costs in the second half of the year will reach 20 million yuan. This is a signal that Rebecca has entered the domestic market with high-profile. We are looking for an overwhelming expression to let people feel that Rebecca has returned to China," said Cao Naixiang. "It's just the beginning now."
Text | CBN reporter Feng Yimeng figure | Fan eternal hot July, a stylish female model appeared on the billboard on the bus stop in Beijing. On each billboard, she has at least two different shapes, or one long hair, one short hair, or one curly hair and one straight hair.
The Rebecca company that made this advertisement received a lot of strange consultation calls. Some people thought that Rebecca was opening a hair salon. Some people thought it was selling hair curlers, and some people thought it was selling mascara.
This makes Rebecca employees somewhat dumbfounded. In fact, Rebecca Hair Products Co., Ltd. (600439), a listed company in Shanghai, is the world's largest manufacturer of wigs. These advertisements are just pushing its trend hairstyle.
More than 90% of Rebecca’s revenue comes from overseas, and three out of every five wigs are its products. The first lady of the United States, Michelle Obama, is a newcomer to the fashion industry. She is also a fresh and elegant black Bobo short hair, sometimes gentle and generous brown long curly hair. These "secret weapons" are from Rebec. card. In addition to OEM OEM, Rebecca's own brand NOBLE is also the first brand in the African hair products market.
But these bizarre phone calls indicate that the company is still unknown in China.
Rebecca began to change this state four years ago, but its initial attempts were not very successful.
At that time, Rebecca was completely new to the domestic market. Although it has already occupied a large market share overseas, the volume of the Chinese wig market is too small compared with foreign countries. This is both an opportunity and a challenge – many Chinese may not have thought about wearing a wig at all. That should be considered by the talents of "smart and top".
The cautious Rebecca first did an investigation. In October 2005, Liu Qiaoling, the chairman of Beijing Zhongguang Phoenix Advertising Art Center, took the job of doing marketing planning for Rebecca in China. She took a group of professors, doctoral students and graduate students from the School of Management of Beijing University of Science and Technology. Special projects have started research.
At the end of December of this year, the survey results were released: although the acceptance of wigs in the Chinese market is still in its infancy, the number of people who need or are willing to wear wigs is more than 500,000, and the age group of consumers is 18 to 30 years old. There are three categories of fashion consumer groups, practical women's consumer groups, and people who need to make up for defects due to hair loss.
What makes Rebecca’s chairman Zheng Youquan excited is that more than half of the consumers over the age of 15 think that “wearing and changing the use of wigs has become a fashionable consumer conceptâ€, and this proportion is even close to the middle-aged and elderly population. Seventy percent. At the time, the wigs in the domestic market were mainly low-end products produced in Guangzhou and Fujian.
The results of the survey gave Zheng Youquan great confidence. He decided to make a self-owned brand with the same name as the company in the country and take the high-end fashion route.
However, in Europe and America and Africa, Rebecca has no experience in selling its own terminals.
Rebecca's three major brands in Europe and America, SENSATIONNEL, SHAKE.N GO and SLEEK, are jointly developed and produced by partners. Rebecca is actually an OEM of these brands. Although NOBLE in the African market is its own brand, it is mainly sold through wholesalers. And the demand for wigs in this market is completely different from the Chinese market. "Afro-descendants because of the quality of the hair, the most important thing is to make the hair full and heavy feeling, the style is relatively simple, but the Asian people are more concerned about the comfort, fidelity and breathability of the wig, not only that, but also the style Follow the trend." Guo Hua, the propaganda planning manager of Rebecca Beijing Branch.
In order to open the domestic market, Rebecca must change the product style and find a sales channel that suits them.
Liu Qiaoling suggested that Rebecca firmly grasped the word "fashion", shaping the wig into the fashion of people's heads, selling high-end products, abandoning the sales habits of domestic wigs to agents, and using high-end hair salon flagship stores. To provide guests with "high quality and distinguished service".
Rebecca partially adopted Liu Qiaoling's suggestion that the products sold in China are mainly high-end, and the lowest price is also more than six or seven hundred yuan, and most products are priced from 1,000 yuan to 3,000 yuan.
But also because of cautious considerations, when Rebecca’s first store opened in Beijing in February 2007, it did not take the form of a hair salon flagship store, but opened on the street of Dongdan – in Rebecca. It seems that this is not only a step away from the fashionable shopping center Oriental Xintiandi, but also close to Peking Union Medical College Hospital. If the former is conducive to recruiting fashion people who have “elastic demand†for wigs, the latter gathers a lot of people. For patients with chemotherapy who have suffered from hair loss, this part of the customer can guarantee the "rigid demand" of the products in the store.
Dongdan Store actually took on the task of Rebecca to explore domestic marketing methods, accumulate basic experience and data, collect consumer characteristics and consumer feedback. Although the sales performance of Dongdan store is stable from 500,000 yuan to 800,000 yuan per month, 30% of it is contributed by people who buy wigs due to chemotherapy. This is still the high-end fashion that Rebecca originally envisioned. The image gap is quite large.
With the opening of the Dongdan store, Rebecca also launched the first advertising program in the domestic market. Regrettably, this advertisement has hardly left any impression on consumers. At the time, Rebecca had only one store in China, which made the advertising investment seem costly.
Rebecca, who adjusted his ideas, stopped advertising in 2008 and was concentrating on opening the store.
In the following year, Rebecca entered the high-end shopping malls such as Shin Kong Place and Raffles in Beijing. At the same time, Shanghai, Chongqing, Shenyang, Hangzhou and other cities have also been fully rolled out. At present, the number of Rebecca stores in the country has reached 50.
Unlike the previous Dongdan store, these stores are located in high-end shopping malls in the local high-end business district. Rebecca is particularly inclined to choose those malls with joint mode. Although there is a one- or two-month repayment period, this will not only save a rent, but also reduce the cost of at least half of the store, and also ensure a stable passenger flow - Dongdan store The pattern was discarded.
Now every Rebecca store, in addition to the ordinary sales staff, >> also equipped a hair stylist, and set up a special wearing area to serve customers.
Before joining Rebecca as a hair stylist, Zhou Jianfeng worked in a famous hairdressing agency in Beijing for 8 years. His work at Rebecca includes not only recommending suitable wigs based on the customer's face, clothing, and temperament. Once the customer chooses to buy the wig, he will provide further prune for the wig to make it more suitable for customers to wear. . Now he is the manager of Rebecca Dongdan.
In order to create a stylish, high-end image, in addition to opening a store, Rebecca also began to cooperate with the fashion industry and the entertainment industry.
Rebecca hired the famous image designer Jimmy as the chief image designer at the Institute of Hair Technology in Beijing. The designers of the R&D department will take a class every three months, and the professionals from the European, American, Japanese and Korean hairdressing industry will introduce the most. The fashion frontier hairstyle, the designer combined with the domestic fashion trends, design the new wig of the season.
It has also worked with stylists such as Xu Qing and Fan Bingbing to design a variety of wigs. These wigs have been placed in prominent positions in Rebecca's stores, and almost every one is more popular.
"The biggest difficulty that Rebecca is currently facing is to change the Chinese people's perception of wigs. The star's exemplary role can change this concept to a certain extent and drive the sales of Rebecca wigs." Rebecca Beijing Branch Manager Cao Naixiang said.
It is a pity that fans who are even more eye-catching can't see the star with the wig of "Rebecca" brand. Rebecca still needs to rely on advertising to promote its reputation.
So, this summer, Rebecca launched an advertising campaign again. Just like the model's long and short, straight-forward hairstyle and the slogan "Weekly, Tuesday, Wednesday, straight, Thursday re-roll", Rebecca tries to emphasize the wig's fashion traits, just like changing every day. A set of clothes has become a habit for many people, and you can also change a beautiful wig every day: hair style, length, and color can be changed every day.
This ad quickly received the satisfaction of Rebecca. Even though the summer season is considered to be the traditional off-season of wig sales, advertising has also significantly boosted product sales – Rebecca’s sales in July increased 40% from June sales. In 2007, Rebecca's domestic sales were 3 million yuan. In 2008, it increased to more than 8 million yuan. In 2009, it reached 30 million yuan in July, and it is expected to exceed 50 million yuan in the whole year.
After several years of planning, Rebecca finally began to find some feelings in the domestic market.
However, many consumers were attracted by advertisements, but they were disappointed. An Xiaojing, who is an accountant in Baidu, is one of them. One day in early July, she and her colleagues passed Rebecca while shopping in Raffles, and selected several hairstyles to try on the advice of the in-store hairstyle. She likes a short Bobo hair, but the price of the wig makes her shake her head - 1,200 yuan, almost enough for her to buy 4 of the latest clothes.
Although the salesperson introduced Rebecca, it can provide extra services that low-end wigs can't do—such as free Korean hair nets and hair extensions, to ensure that wigs are comfortable to wear, such as cleaning wigs for free for a certain period of time, such as during production. Environmentally friendly glue to avoid damage to customers' health, but An Xiaojing did not buy it at the end. "I just tried to play with it. It is not worth spending so much money."
Positioning high-end Rebecca seems to overestimate the demand of fashion wigs for the general public, and there are not a few customers who are scared away by high-priced wigs. "At present, Rebecca's really good products are products ranging from 1,200 yuan to 1,800 yuan, that is, the middle and low-end products of Rebecca's entire product line." Cao Naixiang said.
In fact, Rebecca considered adopting a multi-brand strategy in the domestic market as early as 2007. In addition to the high-end brand Rebecca, it will also develop the “JOEDIR†brand for young popular groups and sell “NOBEL†at a lower price for the pathological group. "Brand. But until 2009, this strategy has not been implemented.
However, this does not affect Rebecca's pace of opening up the domestic market. "The total advertising costs in the second half of the year will reach 20 million yuan. This is a signal that Rebecca has entered the domestic market with high-profile. We are looking for an overwhelming expression to let people feel that Rebecca has returned to China," said Cao Naixiang. "It's just the beginning now."
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