..With Extra 3 Inches, Lowered Price; Plus More
Tenth year into their business operations in Nigeria, popular market-leading hair manufacturers, Bliss Hair, has just introduced to the Nigerian hair market another revolutionary hair product brand-named Emerald Plus.
Chinese entrepreneur and founder/CEO of Bliss Hair, Mr Stone Jiang, who has traversed several business fields in Nigeria in the past 17 years, expressed both excitement and anxiety when he presented to a hall of their distributors and sales agents a set of four new products led by the Emerald Plus, another variant of its flagship product brand, Emerald, which has made quite indelible waves in the market since 2015.
During the product launch held recently at the Banquet Hall, Lagos Airport Hotel, Ikeja, Lagos, Mr Jiang justified the essence of their newest products in Nigeria saying, “We are so focused on constantly researching and improving the qualities of our luxury hair products. We source our high quality materials from China, India, Myanmar, Vietnam and some other countries across the continents. That is why our operations are really multinational with factories in China and Vietnam among other places, together producing over 200,000 wefts and wigs monthly. We have more than 800 skilled workers in those factories and in our two warehouses in China and over 10 others in the US, France and other countries across the world. Bliss has been in Nigeria for 10 years now, providing luxurious and gorgeous high-end hair products. At the beginning, we had Gold Virgin, Gold Remmy and Gold Plus which altogether were very popular then, after which our more popular flagship brand, the Emerald, was introduced in 2015.”
Mr Jiang pointed out both his anxiety and his excitement: “I was quite worried then as I discovered that most of the hair products in the market were usually 2 inches shorter than the standard lengths they claimed they had. For instance, most of the ones that claimed to be 16 inches were actually 14 inches in length. So we decided to make our products 2 inches longer than the standard lengths, meaning that we began producing 18 inches to sell as 16 inches. So my worry was and still remains that the extra 2 inches make lots of people perceive our products as more expensive. Though I was happy that our product’s superior quality became known and popular in the market. The consumers were actually very happy with that. And Emerald truly enjoyed the popularity that its disruption brought to the market since 2015. Today, I am proud and happy to say that we have promoted and sold our products in many parts of this country and many countries elsewhere, despite that worrisome perception. Importantly, we have been able to achieve all of these owing to the loyal patronage from all of you”, he appreciated their distributors, sales agents and end-users.
Mr Jiang took his guests further down the memory lane of Emerald’s disruptive and popular variants from its Emerald SG to the Emerald TG, to Emerald FG and then Emerald VG. He then introduced and unveiled the newest Emerald variant, yet another market disrupting product brand-named Emerald Plus.
“So why name it Emerald Plus?”, the really humble and simple-minded Stone Jiang asked by rhetoric, and then gave answers by himself. As some Bliss Hair models took around samples of Emerald Plus for the guests to see and feel by touch; comparing the new variant to the earlier variant – Emerald VG, he enthused: “While the earlier variants are only 2 inches longer, Emerald Plus (EP)comes 3 inches longer, the first of its length and kind in the market.” And the distributors responded with a class-act round of applause and excitement.
Jiang enthused further: “While Emerald VG is of dark natural colour, Emerald Plus comes in pure natural colour. While Emerald VG is made of non-virgin hair, Emerald Plus is made purely of virgin hair. While Emerald VG is light chemical processed, Emerald Plus is non-chemical processed. Compared side by side with products of other popular brands in the market, you can see that in length and volume, Emerald VG has always offered more. And now, our newest variant – the Emerald Plus – comes to the market offering even much more in length and volume, exceptionally pure natural colour and pure virgin hair.”
The very-well informed hair entrepreneur expressed further worry too about the wrongly perceived, comparatively high price of their products: “We don’t want to make the products at a very high price which consumers will not be able to afford, so we will do all our best to keep the prices at affordable rates. Yes, our prices are higher when compared to the prices of competing brands, but when you consider that our products have more volume, more fluffy, more lengthy, more durability, more virgin, and more colour purity, you would see that we are not more expensive at all”, he asserted.
