1月29日深夜，河南瑞贝卡发制品股份有限公司（以下简称“瑞贝卡”）跨境电商直播基地的直播间里，依然灯火通明、热度不减。

Late on the night of January 29, the live streaming rooms at the cross-border e-commerce live broadcast base of Henan Rebecca Hair Products Co., Ltd. (hereinafter referred to as "Rebecca") were still brightly lit and buzzing with activity.

“这款假发发色自然通透，发质顺滑，可以水洗，方便打理。看看这发际线，是不是跟真的一样？”主播小洁手持镊子，轻轻捏起假发边缘几乎透明的绒毛，在镜头特写下，发丝根根分明、纤毫毕现。屏幕那端，一位美国时尚博主激动留言：“太自然了！三种颜色各要一顶。”这款定价189美元的新品，不一会就卖出近百顶。产自中原的“头顶时装”，正跨越山海俘获全球消费者的青睐。

"This wig shows a natural, translucent hair color with a smooth texture. It's washable and easy to maintain. Look at this hairline—doesn't it look just like real hair?" Holding a pair of tweezers, live streamer Xiaojie gently picked up the almost transparent fine hair on the wig's edge. In the close-up shot, each strand of hair was distinct and clearly visible. On the other side of the screen, an American fashion blogger left an excited comment: "So natural! I want one in each of the three colors." This new product priced at $189 sold nearly 100 pieces in no time. The "hairstyle fashion" made in the Central Plains is winning the hearts of global consumers across mountains and seas.

“海外客户下单后，我们通过公司的海外仓发货，基本上3至5个工作日客户就能收到商品。”瑞贝卡总经理办公室工作人员李斌说。

"After an overseas customer places an order, we ship the goods from our company's overseas warehouses, and customers generally receive their purchases in 3 to 5 business days," said Li Bin, a staff member of Rebecca's General Manager's Office.

如今在许昌，年销售额突破10亿元的跨境电商品牌正竞相涌现，将产自中原的假发，送入全球消费者的购物车。“全球每卖出10顶假发，至少有6顶来自我们这里。”许昌市发制品产业联盟秘书长王效民介绍，目前，许昌假发产业年进出口总值超过200亿元，产品远销120多个国家和地区。

Today in Xuchang, cross-border e-commerce brands with annual sales exceeding 1 billion yuan are emerging one after another, sending wigs made in the Central Plains into the shopping carts of consumers worldwide. "For every 10 wigs sold globally, at least 6 come from here," introduced Wang Xiaomin, Secretary-General of the Xuchang Hair Products Industry Alliance. At present, the annual import and export value of Xuchang's wig industry exceeds 20 billion yuan, with products sold to more than 120 countries and regions around the world.

河南许昌，这个不沿边、不靠海的中原腹地城市，如今正凭借一缕缕发丝，编织出一张联通120多个国家和地区的贸易网络。瑞贝卡假发的出海故事，不仅仅是一个企业的成功，更折射出中国制造在全球化浪潮中转型升级的深层逻辑与澎湃动能。

Xuchang in Henan, an inland city in the Central Plains with no coastal or border access, is now weaving a trade network connecting more than 120 countries and regions with strands of hair. The overseas journey of Rebecca's wigs is more than just the success of a single enterprise; it reflects the profound logic and surging dynamism behind the transformation and upgrading of Chinese manufacturing amid the wave of globalization.

作为全球规模最大、产品最全、技术最先进的发制品专业公司，瑞贝卡于2003年成功登陆上交所，生产的5大系列上千种假发产品，畅销美洲、欧洲、非洲、东南亚的60多个国家和地区。

As the world's largest professional hair products company with the most comprehensive product range and cutting-edge technologies, Rebecca was successfully listed on the Shanghai Stock Exchange in 2003. Its more than 1,000 wig products across five major series have gained popularity in over 60 countries and regions across the Americas, Europe, Africa and Southeast Asia.

在政府政策和出口便利化等条件的推动下，近年来，瑞贝卡等领军企业没有停留在产业链低端，而是将假发重新定义为“头顶时装”，投入研发设计，融合时尚潮流，搭建跨境电商和国内电商渠道，直面消费者需求，及时调整产品结构，加速假发制品“出海”。数据显示，瑞贝卡跨境电商销售收入连续多年同比增幅超过50%，在全球市场跑出发展“加速度”。

Driven by government policies and export facilitation measures, leading enterprises such as Rebecca have not confined themselves to the low end of the industrial chain in recent years. Instead, they have redefined wigs as "crowning fashion", invested heavily in R&D and design, and integrated the latest fashion trends into their products. They have built robust cross-border and domestic e-commerce channels to directly meet consumer demands, adjust their product mix in a timely manner, and accelerate the global expansion of wig products. Data shows that Rebecca's cross-border e-commerce sales revenue has registered a year-on-year growth of over 50% for consecutive years, fueling the company's accelerated development in the global market.

为进一步满足发制品企业的出口需求，许昌市已建成4个跨境电商综合园区，其中建安区跨境电商综合服务园区，是国内第一个集全球假发分拨中心、智能物流仓、外贸综合服务平台及供应链于一体的跨境电商创新产业基地。

To further meet the export needs of hair products enterprises, Xuchang has built four Cross-border E-commerce Industrial Parks. Among them, the Cross-border E-commerce Comprehensive Service Park in Jian'an District stands as the country's first integrated innovation base for cross-border e-commerce, integrating a global wig distribution center, an intelligent logistics warehouse, a foreign trade comprehensive service platform and a supply chain under one roof.

“河南许昌保税物流中心（B型）、自贸区许昌联动创新区相继获批，发制品全球跨境电商大会永久会址所在地落户许昌，一系列利好举措，正成为推动发制品行业高质量发展和深化国际交流合作的新平台。”许昌市商务局电子商务办公室主任梁金成说，2025年，许昌以发制品为主的跨境电商交易额突破100亿元，迈出向新向强的新步伐。

"Henan Xuchang Bonded Logistics Center (Type B) and the Xuchang Linkage Innovation Zone of the China (Henan) Pilot Free Trade Zone have been successively approved for establishment, and Xuchang has been designated as the permanent venue for the Global Cross-border E-commerce Conference on Hair Products. A series of favorable measures are emerging as new platforms to boost the high-quality development of the hair products industry and deepen international exchanges and cooperation," said Liang Jincheng, Director of the E-Commerce Office of Xuchang Municipal Bureau of Commerce. In 2025, the cross-border e-commerce transaction volume of hair products-based businesses in Xuchang exceeded 10 billion yuan, marking a new stride toward further development and greater strength.

“假发在国外很多国家是消费者的刚需产品，作为假发行业上市第一股，瑞贝卡通过创造性地设计和研发，更好地应对国际市场挑战。如今，公司还加大对欧洲、非洲、东南亚、南美等市场的开拓，以非洲尼日利亚、加纳、莫桑比克等区域工厂为核心，进一步扩大‘地产地销’力度，拓展新的增长点。”李斌说，“唯有紧跟市场，持续创新，才能让许昌发制品在全球竞争中始终站稳脚跟。”

"Wigs are a necessity for consumers in many countries overseas. As the first listed company in the wig industry, Rebecca has responded to international market challenges through creative design and R&D. Today, the company is also increasing its efforts to develop markets in Europe, Africa, Southeast Asia, South America and beyond. Centered around factories in regions like Nigeria, Ghana, and Mozambique in Africa, we are further expanding our "produce locally, sell locally" approach to tap into new growth areas." Li Bin stated. "Only by keeping pace with the market and pursuing continuous innovation can Xuchang's hair products maintain a firm foothold in the global competition."

一缕发丝，联动全球。从走街串巷收头发到假发产品卖全球，许昌假发生产企业紧抓互联网发展机遇，以匠心编织技艺，将一件件假发制品打造成风靡全球的“头顶时装”。

A single strand of hair connects the world. From collecting hair door-to-door to selling wig products globally, wig manufacturers in Xuchang have seized the opportunities of the Internet era. With masterful weaving craftsmanship, they have transformed each wig into a "crowning fashion" that captivates the world.

“许昌将继续打造境外营销服务体系和综合服务平台，推动海外仓功能整合升级，构建以海外仓为节点的跨境电商物流体系，进一步提升发制品进出口便利性水平。同时，围绕假发制品国家外贸转型升级基地建设，加快培育以技术、品牌、质量、服务为核心的出口竞争新优势，让许昌发制品在全球舞台绽放更耀眼的光彩。”许昌市商务局副局长张晓刚说。（来源 河南日报/记者 马涛 李思瑶/ 编译 李梦凯）

"Xuchang will continue to build an overseas marketing service system and comprehensive service platforms, promote the functional integration and upgrading of overseas warehouses, and establish a cross-border e-commerce logistics network centered around these warehouses. This will further enhance the convenience of importing and exporting hair products. Meanwhile, centering on the development of the national foreign trade transformation and upgrading base for wig products, we will accelerate the cultivation of new competitive advantages in exports centered on technology, brand, quality and service, enabling Xuchang's hair products to shine more brightly on the global stage," said Zhang Xiaogang, Deputy Director of Xuchang Municipal Bureau of Commerce.

Web editors: Shen Jianqi, Li Siyao