An analysis of the overseas expansion of wig brand UNice: What can B2B foreign trade companies learn from it?

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Do you know where the "Wig Capital" is?

I believe that most of my friends don’t know much about it. After all, we must have too little contact with the product of “wigs”, right?

Let me tell you, Xuchang, Henan, is a world-renowned "wig capital". There are thousands of wig companies here, a paradise for wig lovers and a boon for those suffering from hair loss. Among these thousands of wig companies, UNice ranked second in social media influence among e-commerce overseas brands in Q4 2022.

E-commerce overseas brands’ social media influence list
How did UNice achieve its current success with “this wig”?

Hua Yunlong, the founder of UNice, worked in a wig factory when he was a teenager. At that time, many wig factories were traditional processing factories without their own brands, let alone any reputation. So in 2011, he founded his own company and did B2B wig wholesale through a third-party platform.

But as the business was going on, the founder Hua Yunlong discovered that germany b2b leads there was a huge demand for wigs overseas. With such a huge demand, it was better to set up an official website instead of competing for customers on big platforms with peers.

Therefore, UNice officially transformed from a B2B company to a B2C company, and built its own official website in 2015.

Website banner
1. UNice’s overseas expansion route
Data show that the wig and hair extension market will reach US$7.82 billion in 2022 and is expected to reach US$19.12 billion by 2028. North America, Europe, Asia Pacific, Latin America, the Middle East and Africa are all major markets, with North America accounting for a huge market share.