The world-renowned "capital of wigs" is located in Xuchang City, Henan Province, China. Here, thousands of wig companies are gathered, making it a paradise for wig enthusiasts and a blessing for those troubled by hair loss.

Among these thousands of wig companies, one called UNice became the second-ranked brand in social media influence among e-commerce brands Tuke in the fourth quarter of 2022.

How did UNice achieve its current success with "this wig"?


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UNice's founder, Hua Yunlong, started working in wig factories as a teenager. At that time, many wig factories used traditional processing models, had no own brands, and were far from being well-known.

So, in 2011, he founded his own company and began wholesale wig business through third-party platforms (B2B model).

As the business developed, Hua Yunlong discovered a huge demand for personal wig purchases in overseas markets. Faced with such massive individual demand, he decided not to compete with rivals for customers on large e-commerce platforms, but to create his own official website.

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




01


UNice's Global Expansion Strategy


According to data, the market size for wigs and hair extensions reached $7.82 billion in 2022 and is expected to reach $19.12 billion by 2028. This market is mainly concentrated in North America, Europe, Asia-Pacific, Latin America, the Middle East, and Africa, with North America occupying a huge market share.

1. UNice's Official Website Operations

Based on this market background, after establishing its official website, UNice positioned itself more clearly, mainly targeting mid-to-high-end consumers in Europe and America. Compared to synthetic wigs, these consumers prefer wigs made from real human hair.

Therefore, UNice always adheres to the principle of using 100% real hair, ensuring the quality and authenticity of all its products.

In terms of product categories, UNice focuses on refined classification and develops products based on feedback from questionnaire surveys and customer preferences. They quickly launch various wigs with different textures and styles to meet customer needs.

UNice is also very fast in launching new wigs with different textures and styles, meaning they can keep up with market demand and trends in a timely manner.


Why does UNice spend time and effort building its own website?

It's actually very simple: this approach avoids the limitations of third-party platforms, allows them to build their own corporate brand, and gain more proprietary traffic.

UNice operates its own website mainly through the following methods:

1) Stimulating Customer Demand

When browsing the UNice official website, you will immediately notice eye-catching banner ads, as well as wig model photos and promotional texts sliding left and right on the homepage.

On the homepage, striking model photos and frequent promotional texts are displayed in multiple sections, with specially set tags such as "Women's Day Sale | Start From $49" (updated according to current promotions), "Best Sellers", "New Arrivals", and "Shop By Moments".

Through such multi-category and multi-scenario entry settings, UNice not only makes it easier for customers to choose but also further stimulates their consumption needs.



In addition, the UNice website also has a product search box to help customers quickly find the products they need, further meeting their search needs. This design not only facilitates browsing and shopping but also increases the time customers spend on the site.

By providing convenient search functions, UNice can attract customers and meet their specific needs, thereby enhancing customer stickiness and laying a good foundation for subsequent consumption stimulation. Only by retaining customers first can they better promote purchasing behavior.


2) Traffic Acquisition and Retention

What measures does UNice take to acquire and retain traffic?

First, UNice achieved second place in social media influence among e-commerce brands Tuke, and social media channels are UNice's main external traffic sources. Although we mentioned this before, we won't elaborate here.

In addition to social media, third-party platforms are also one of UNice's external traffic sources. While choosing the official website as the main online marketing platform, UNice did not ignore the traffic pool of third-party platforms. They sell their products on Amazon, eBay, AliExpress, Shopee, and other third-party platforms.

Of course, besides external traffic, UNice also attracts traffic through on-site activities and does it very well. They hold a series of events such as clearance sales, holiday discounts, limited-time offers, group buying to stimulate new users, new product discounts, coupon collection, etc. These activities attract customers' attention and encourage purchases, while also increasing the time customers spend on the website.

Through the above traffic acquisition strategies, UNice can attract a large amount of traffic and take corresponding measures to retain it, laying a good foundation for subsequent sales and customer retention.



So how does UNice retain this traffic and realize its value?

First, UNice links the website traffic with its social media platforms to achieve traffic distribution and interconnection.


When visiting the UNice website, besides regular product purchases, they also realize value from existing customers through a series of bundled offers and reward activities.

UNice provides various bundled offers and reward activities for existing customers, including but not limited to special discounts, bundle sales, points rebates, exclusive member offers, etc. Through these activities, they encourage repeat purchases, increase customer loyalty, and convert existing customers into higher-value consumers.

In this way, UNice can maximize the value of existing customers on the website and further tap their potential, promoting sales growth and customer retention.


UNice not only adopts the above strategies, but also guides customers to download the App or add WeChat to place orders through discount promotions, further bringing existing website customers into deep private domains like the App or WeChat.

By guiding customers to download the App or add WeChat, UNice can establish closer contact and provide more detailed personalized services. This approach enhances customer stickiness with the brand, aiming to increase the repurchase potential of existing customers in the private domain.

In deep private domains like the App or WeChat, UNice can regularly push exclusive offers, new product information, fashion inspiration, and shopping advice to customers to stimulate their interest and desire to buy. At the same time, through personalized recommendations and customized services, they can better meet customer needs, improve the shopping experience, and further promote repurchase.

Through these measures, UNice uses discounts to guide customers into deep private domains like the App or WeChat, aiming to strengthen interaction with existing customers, improve loyalty, and increase the repurchase potential of private domain customers.


3) Content Creation

UNice is also very comprehensive in content creation, setting up a dedicated fashion blog sharing section to provide customers with rich and diverse content.

In long product introduction blogs, UNice not only provides basic product information but also includes customer reviews and videos. This approach emphasizes the real user experience of the product, making it easier to resonate with potential customers. Through real customer reviews and usage videos, UNice demonstrates the quality and effect of its products, helping customers better understand and experience the products, thereby increasing confidence in purchasing decisions.

Besides product introductions, UNice's fashion blog sharing section also covers other topics related to fashion, beauty, and hairstyles. They publish fashion trends, hairstyle tutorials, hair care tips, celebrity hairstyle analysis, and more, providing customers with valuable fashion inspiration and practical knowledge. This content not only attracts potential customers' attention but also strengthens interaction and loyalty between customers and the brand.

Through comprehensive and diverse content creation, UNice can meet customers' needs in fashion and beauty, provide valuable information and inspiration, and strengthen the connection between customers and the brand, encouraging them to pay more attention to and trust UNice's products.


UNice also has a dedicated help section to answer various consumption-related questions. Whether related to products, logistics, payment, etc., they provide detailed answers to improve the customer experience.

In the help section, UNice answers various questions consumers may encounter before purchasing in detail. They provide FAQs about products, including material, quality, color, style, etc. They also provide information about logistics and delivery, including shipping fees, delivery times, and order tracking. In addition, UNice offers explanations of various payment methods to help customers choose the most convenient way to pay.

By providing detailed answers and guidance, UNice improves the shopping experience and wins the trust of potential customers while building brand credibility. Customers can find accurate answers to their questions in the help section, resolve doubts, and make purchases with greater confidence.



4) Enhancing On-site Interaction

A website without interaction can easily lose incoming traffic, especially for B2C sites like UNice. How can potential customers quickly make purchases and become loyal customers?

First, it is crucial to ensure that potential customers have a good experience upon entering the site. Rich and diverse on-site interactions can keep customers from thinking too much, prompting them to place orders quickly.

Therefore, UNice has set up a celebrity endorsement section on its website. This means that when customers browse products, if a product is endorsed by a celebrity, such as a bag endorsed by ××, customers are more likely to choose that product. This approach also applies to wig products.

By recommending celebrity-endorsed products, UNice provides more direct references when guiding customers to choose products, increasing the speed of purchase decisions. When customers know a product is recommended or endorsed by a celebrity, they are more likely to feel a sense of identification and be willing to choose that product.

This on-site interaction mechanism not only enhances customer participation but also improves the fun and personalized shopping experience. Customers can confidently choose products that suit them and feel closer to celebrities, making them more willing to make purchases.


Especially at this time, with various colorful and exquisitely styled customer photos wearing wigs, isn't it even more stimulating for consumption?


In addition, UNice also provides customers with professional hairstylist recommendation services. If customers are not good at styling wigs, they can easily find suitable hairstylists for design. This one-stop service provides customers with more convenient choices, allowing them to get professional hairstyle advice and services while purchasing wigs.


UNice attaches great importance to customer reviews and complaints and responds actively to demonstrate its commitment to customer satisfaction.

The UNice website not only has a large number of traffic entry points but also excellent traffic retention capabilities. Once users enter the UNice website, they will find a variety of wig styles, enjoy discounts and excellent service. In addition, there are many reward measures and opportunities for free use, making people want to buy a wig. They may also consider adding UNice's WeChat or downloading their App, as they may need to rely on them for a long time in the future, and wigs also need regular care. Users feel comprehensive care and service on the website, making them willing to establish a long-term relationship with UNice.

2. UNice's Social Media Marketing

UNice has official accounts on multiple well-known social media platforms, including YouTube, Facebook, Twitter, TikTok, and Pinterest. The official website also provides links for users to directly access these platforms. Among them, UNice's official accounts on YouTube, Facebook, and TikTok have huge fan bases, with 420,000, 1.69 million, and 300,000 followers respectively.



UNice started brand promotion on YouTube and began its layout six years ago. On YouTube, UNice maintains a high frequency of video releases, usually 1 to 2 videos per week. Some popular videos have millions of views and accumulate two thousand user comments.


The video types are mainly product introductions, customer sharing, hairstyle creativity, hair care tips, etc.


UNice also collaborates with influencers on social media platforms to increase brand exposure and awareness.

These collaborations mainly focus on UNice product displays, usage methods, and care tips. On YouTube, UNice's operation is very effective, with 160,000 people adding products to their shopping carts each quarter and a high conversion rate.

UNice frequently interacts with fans on social media platforms, including topic interactions and holiday greetings, always staying in touch with fans. Besides YouTube, UNice also maintains a high frequency of updates on other social media platforms, posting different content according to each platform's characteristics.

On TikTok, UNice mainly posts videos showing models wearing wigs, usually a few seconds to a dozen seconds long, with two to three short videos posted daily. UNice also collaborates with influencers on the platform to attract fans to make purchases.


On Facebook, UNice posts product introduction videos and short marketing posts. They also post event previews, including various discounts, to further stimulate fans on social media to consume and direct them to the official website.


It can be said that UNice's social media marketing layout is very mature. They are good at showcasing their wig products on social media platforms, actively interacting with fans, and collaborating with key opinion leaders on the platforms, thereby closing the distance with fans, further expanding brand influence, and building brand awareness. Through this approach, UNice has successfully established a good brand image on social media and built close connections with fans.

3. UNice's Offline Support

When talking about UNice's achievements today, we cannot ignore offline support. Based on self-built factories and independent sales, UNice has strong supply capabilities, can provide diversified products, frequently update products, ensure product quality, and reduce cost pressure.

To ensure that online customers can quickly receive products and guarantee logistics timeliness, UNice further optimizes the logistics process and sets up overseas warehouses. In addition, they select some wig styles as inventory to support same-day delivery and shorten customer waiting times. These measures further improve the shopping experience and increase customer satisfaction.


UNice also has offline direct stores and hair salons to provide convenient offline experience and pickup services. Through offline stores, UNice can communicate face-to-face with customers and answer their questions. For products like wigs, trying them on in-store gives customers a more intuitive experience, making it easier to place orders and avoid problems such as unsuitable products when buying online. In addition, customers do not need to wait and can get the products they need immediately.

Hair salons provide professional styling services, further enhancing customer experience and satisfaction. This offline service is not only attractive to customers but also helps build brand reputation and image. Through offline direct stores and hair salons, UNice can combine online and offline advantages to provide customers with more comprehensive services and shopping experiences.


UNice truly achieves a dual approach online and offline, providing customers with high-quality products and excellent services, which helps build the corporate brand.


02


What Can We Learn From This?


UNice's successful experience provides some valuable references for foreign trade B2B companies:

1. Multi-channel Traffic Acquisition

UNice's success tells us that traffic acquisition needs to be done through multiple channels. Having only an independent site is far from enough; supporting facilities need to be built on top of the independent site. In addition to the independent site, if you have enough resources and suitable products, you can consider using third-party platforms as auxiliary traffic channels. In addition, social media is also an important traffic channel, which can direct traffic to the website, promote products, collect user feedback, and increase brand exposure.

For B2B companies, SEO optimization and advertising are also indispensable traffic acquisition methods. As key channels for website traffic, effective use of SEO and advertising can quickly obtain a large amount of traffic and is stable and long-lasting.

2. User Experience Is Crucial

UNice's successful experience reminds us that user experience is very important. In website design, setting reasonable and user-friendly page layouts helps users stay longer. For B2B companies, customers need more time to make decisions, so letting customers stay longer on the website helps them better understand the corporate brand and products, providing more thinking space for decision-making.

3. High-quality Content Output

At the same time, the B2B industry also needs more high-quality content output; quality content can increase customer stickiness. When customers stay on your website, they can get answers to their needs and feel your value, which is key to prompting customers to send inquiries.

4. Traffic Retention

In addition, the use of social media should not be just a single traffic channel; it can also guide website traffic to social media or other private domains to better retain traffic and strengthen the customer base in subsequent development and expansion.



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The reason UNice can succeed is that it seized opportunities and chose methods suitable for itself.

There are many success stories. Although we may not be able to fully replicate others' paths to success, these stories can still bring us a lot of inspiration. I hope today's article is helpful to you!


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