Chinese wig-maker makes inroads in African hair market

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‍By CGTN's Jane Kiyo

Sleek-Noble-Fashion Idol may not ring a bell in China, but in Africa weaves and wigs are an almost a daily accessory.

These are popular hair brands produced by Henan Rebecca, a company based in China’s central Henan Province.

Ms. Zheng explains the wig and weave making process at the factory in Henan. /CGTN Photo

Hair is big business in Africa, where people are said to be spending up to six billion US dollars annually on wigs, weaves and braids.

“Africa is a huge market, the culture is different. African women like to be beautiful, the market is interesting and passionate," says Zheng Guihua, the company’s general manager.

Part of the factory that employs 9,000 workers, mostly women. /CGTN Photo

Started in the early 1990’s by Zheng’s father, Rebecca’s initial plan was to cater for the regional market. But in just a few years it spread to the US, Europe and Africa, where it already has two factories in Nigeria and Ghana employing at least 3,000 people.

In Henan, where most of the products are made, the company has employed 9,000 people, mostly women who sew and hand-knit pieces of hair into specially designed caps.

CGTN cameraman Michael Kinja trying to get the best shot of the intricate process. /CGTN Photo

The products are made from synthetic fiber and real human hair, most of it imported from India.

The company has invested heavily in R&D to keep up with changing trends all over the world, and as a result it has been able to cater to a diverse market.

A Henan Rebecca product. /VCG Photo

In Africa, products range from as low as 10 US dollars per piece of synthetic hair to hundreds of US dollars for human hair.‍

China remains its biggest high-end market. Pieces retail for as high as 800 US dollars in its 300 stores across the country.‍

Rebecca now produces 20 brands of weaves and wigs, and exports to more than 40 countries.