为什么大企业都做谷歌推广？揭秘假发品牌Luvme Hair出海两年狂揽十亿的秘诀
近年来，"颜值经济"持续升温，相关领域不断涌现出美妆、美瞳等千亿级赛道。在颜值消费的推动下，假发逐渐摆脱"脱发经济"的阴影，重新活跃于颜值赛道。
In recent years, the "appearance economy" has continued to heat up, giving rise to billion-dollar industries like cosmetics and colored contact lenses. Driven by appearance-related consumption, wigs have gradually shed their association with "hair loss solutions" and re-emerged as a beauty product.
尽管假发在国内颜值消费中相对冷门，但在出海赛道中却表现尤为出色。中国包揽了全球超八成的假发生意，年产值可达200亿以上。
Although wigs remain relatively niche in China's beauty market, they perform exceptionally well in overseas expansion. China accounts for over 80% of the global wig business, with annual output exceeding 20 billion yuan.
为什么大企业选择谷歌推广？
Why Big Companies Choose Google Ads?
在假发市场中，海外品牌长期缺席，而国货品牌则迅速填补了这一"空白"，将假发这一"小生意"做到了世界第一。全球约80%的假发产自中国，平均每2秒钟就有一顶假发被售出。
In the wig market, international brands have long been absent, while Chinese brands quickly filled this gap, turning wigs into a world-leading "small business". About 80% of global wigs are made in China, with one wig sold every 2 seconds on average.
中国假发赛道已形成完整的产业链，不仅孕育出了一批独角兽企业，还吸引了Shein等大牌的加入。如今，我们将聚焦于在「TikTok假发类」取得亿级流量的出海品牌——「Luvme Hair」。
China's wig industry has formed a complete supply chain, nurturing several unicorn companies and attracting major players like Shein. Today, we focus on the overseas brand "Luvme Hair", which has achieved hundreds of millions in TikTok traffic.
精准定位黑人女性市场
Precise Targeting of Black Women's Market
该品牌成立于2019年，主要面向美国黑人女性群体。与瑞贝卡和UNice等头部出海品牌一样，Luvme Hair也专注于黑人假发市场。这是因为黑人发质硬且多为小卷发，难以打理，容易脱发。
Founded in 2019, the brand primarily targets African American women. Like leading overseas brands such as Rebecca and UNice, Luvme Hair focuses on the black wig market because black hair tends to be coarse and tightly curled, making it difficult to manage and prone to hair loss.
在所有海外市场中，非裔美国人是最大的假发消费群体，全球六成的假发由美国市场消化。据统计，不少美国黑人女性每年在假发上的花费高达上万美元。
Among all overseas markets, African Americans are the largest wig consumers, accounting for 60% of global wig consumption. Statistics show many black women in the US spend up to tens of thousands of dollars annually on wigs.
产品策略与营销创新
Product Strategy and Marketing Innovation
Luvme Hair定位中高端，产品价格集中在100~300美元之间，SKU高达上千种，能够满足用户的细分需求。其根据头发长度、曲直度、发量、颜色等不同偏好，推出了bobo头、波浪卷发、空气刘海、垫发片、马尾束等多种假发产品。
Positioned as mid-to-high end, Luvme Hair offers products priced between $100-$300 with over a thousand SKUs to meet diverse needs. They provide various wig styles including bobs, wavy curls, air bangs, hair padding, and ponytails based on length, texture, volume, and color preferences.
在广告投放方面，Luvme Hair以买量为主，重点投放渠道是Facebook。据第三方广告投放平台统计，今年第一季度，Luvme Hair在投广告量增加了74.3%，飙升至美妆出海榜单第二。
For advertising, Luvme Hair focuses on performance marketing, primarily through Facebook. According to third-party data, their ad volume increased by 74.3% in Q1 this year, ranking second in beauty overseas expansion.
社交媒体营销策略
Social Media Marketing Strategy
Luvme Hair采用"素人种草测评+红人联动霸屏+明星同款推荐"的方式，在ins和TikTok上发布大量图文和视频，实现了刷屏式铺货，完成了品牌认知触达和用户初始积累。
Luvme Hair employs a strategy combining "user-generated reviews + influencer collaborations + celebrity endorsements", flooding Instagram and TikTok with content to achieve widespread brand awareness and initial user acquisition.
截至23年6月，Luvme Hair的品牌标签在TikTok上的累计浏览量超过1.6亿次。此外，Luvme Hair还在各个社媒账号的简介上挂上了店铺与独立站的linktr.ee跳转链接，大大提高了品牌的带货转化率。
As of June 2023, Luvme Hair's branded hashtag on TikTok has accumulated over 160 million views. Additionally, they include linktr.ee links in social media bios, significantly improving conversion rates.
市场前景与总结
Market Outlook and Conclusion
假发虽是小众品类，但在海外市场却是一个强需求领域。Shopline数据显示，2023年全球假发市场规模将达到87.5亿美元，预计2026年将增长至132.8亿美元。
Although a niche category, wigs represent a strong-demand market overseas. Shopline data shows the global wig market will reach $8.75 billion in 2023, projected to grow to $13.28 billion by 2026.
Luvme Hair依托国内假发产业供应链优势，围绕"黑人假发"这一高渗透品类持续深耕。同时，抓住黑人群体的消费痛点，兼顾用户对UGC内容的热爱，不断丰富其在细分产品线的覆盖度，以完善用户体验，成功实现了新锐品牌的市场抢占。
Leveraging China's wig supply chain advantages, Luvme Hair continues to focus on the high-penetration "black wigs" category. By addressing black consumers' pain points and capitalizing on their love for UGC content, they've successfully captured market share as an emerging brand.
