1 yuan hair band becomes a cross-border hit, 16-year-old girl sells 10 times more, earns over one million US dollars a year

Can you believe it? The hair bands sold for as low as 1 yuan on domestic e-commerce platforms have become a hit on TikTok and can be sold overseas for at least 10 US dollars, which is equivalent to at least 72 yuan in RMB, and the sales volume is still very high.

Enchanted Scrunch is a brand that focuses on hair accessories. It was founded by a 16-year-old American girl named Dasha Derkach (hereinafter referred to as Dasha). It is famous for its unique design and high-quality products. Maybe it has some design and quality, but a hair band of 72 yuan is really a huge profit!

16-year-old American girl sells hair bands and earns six figures a month

In 2021, Dasha, who was only 13 years old at the time, was just a pre-professional ballet dancer. Because she was worried that the hair bands on the market were boring in design and uncomfortable to wear, she couldn't find the hair band she liked, so she decided to make it herself. Soon she discovered that there was a great demand for this comfortable and beautiful hair band.

Dasha sold this hair band on TikTok for $11.5, which is much higher than the domestic wholesale price of a few yuan per bag. Through this hair accessories brand, Dasha has successfully started a business and has achieved a six-figure monthly income .

In fact, Instagram was Dasha's first choice platform at the beginning, but the promotion was ineffective and the sales performance of the circle of friends was not ideal. Soon, she realized the potential of TikTok and found that the short videos on this platform spread quickly and the users were highly interactive, which was very suitable for showcasing her products, so she decided to shift her focus to this short video platform.

In April 2021, Dasha posted her first TikTok video, which showed the production process and wearing effect of the hair band. Unexpectedly, the video quickly received more than 4,000 views and brought in 10 orders on the same day. Compared with other platforms, the orders from TikTok were obviously an incentive for Dasha. Since then, she has been working hard to operate the TikTok account and post more videos about hair band design, dressing suggestions and production process .

By demonstrating the usage scenarios and practicality of hair bands, Dasha successfully touched the hearts of young users. Many users expressed their desire to get these hair bands and said they were attracted by them.

Dasha said that she used to receive only about two orders per week. Since she came into contact with TikTok, she received more than 100 orders per week at the beginning. Now she even receives more than 500 orders per week, and 90% of the sales of these orders come from TikTok.

Now Dasha releases videos almost every day, most of which show the design of hairbands and the wearing effects. At the same time, she also broadcasts live regularly to further consolidate customers and boost sales.

Multi-channel expansion, independent website and Amazon are in full bloom

In terms of brand marketing, Dasha mainly uses TikTok short videos and live streaming to sell products , but in terms of sales channels, she also achieves full sales growth by opening stores on Amazon and building independent websites .

On its established independent website, Enchanted Scrunch offers a variety of hair band products, including hair bands made of high-quality materials such as silk and velvet, as well as special styles designed for different festivals.

At the same time, a promotion of " 20% discount on first order " was launched to attract new customers to place orders.

In order to expand brand awareness and meet the purchasing habits of different users, Dasha also opened a store on Amazon, which not only enables the brand to reach more new customers, but also enables it to deliver products to all parts of the world faster with the help of Amazon's logistics network.

Opening the official website homepage, you can find that most of these hair ties are priced at $11.5. On the Amazon platform, the average price of a hair tie is $12.5. On the domestic mainstream platform, a large bag only costs a few yuan, which shows how high the profit of Enchanted Scrunch is .

Some people may wonder why Dasha's hair bands are so expensive? Regarding the price issue that customers are most concerned about, Dasha has been patiently responding to users' concerns through videos.

Dasha said that the reason for choosing such a price is mainly because a large amount of raw materials are needed to make the hair bands. The hair bands are made of high-quality silk, velvet and other high-end materials. They are not only practical , but also add a sense of fashion to daily wear . She also hopes that through these hair bands, everyone can find their own "hair accessories inspiration" in any occasion.

Moreover, all the hair bands are handmade by Dasha and her mother, father and grandmother. Each hair band has been carefully selected materials and meticulous craftsmanship to ensure quality and uniqueness. In addition, the costs related to the hair bands, such as packaging costs, must also be taken into account. Therefore, such a price is actually very fair.

In addition, she also incorporates holiday elements and designs a variety of hair band products such as holiday special models , which makes the hair band no longer an ordinary hair band, but more like a carefully designed small gift.

Previously, a Christmas-themed post on her TikTok reached 25.1 million video views , which not only attracted a large number of fans, causing her TikTok account to quickly increase its number of fans to 500,000 , but also brought about explosive sales growth.

In addition to TikTok, Dasha also uses other overseas social media platforms such as Instagram, YouTube, and Facebook. These platforms not only help her reach more potential customers, but also further enhance the brand's influence by displaying brand features and products from multiple angles.

As Enchanted Scrunch's popularity grows, the brand effect begins to emerge. Customers' purchasing behavior is not just to get the scrunchies themselves, but also to pay for an elegant and fashionable lifestyle.

Final words

It is not difficult to see that with the continuous rise of the "she economy" in recent years, the demand for women's accessories, clothing, and beauty products cannot be underestimated. Women have long become the mainstream consumer force at home and abroad. Even a small hair band can make a big business, and its value can be multiplied several times after it is shipped overseas.

There is a huge demand for not only hair accessories such as hair bands, but also wearable wigs, shark clips, hair decorations and other products. These businesses hidden on the top of the head are becoming more and more popular. Through clever social media marketing and user interaction, many products are quietly becoming popular.

High profits attract many sellers to enter the market. However, in the fiercely competitive environment, sellers should not enter the market blindly. They need to do more market research, identify deep-seated needs, enter suitable niches, and minimize entrepreneurial risks.