Author(s)

Yude Han

Corresponding Author

Yude Han

Abstract

With the changes of the times and the rise of the "appearance economy", the acceptance of wigs as fashion accessories has continued to increase, and the domestic hair products market has shown an accelerated development trend. This article takes Rebecca Company as the research object, sorts out its development history and economic conditions, and systematically analyzes the structure, competition pattern and development prospects of the hair products industry. Through the PEST model, a comprehensive assessment of the industry environment and the company's strategic position is conducted. In terms of corporate governance, analysis is conducted from governance structure to ESG, the financial part combines the 2020-2023 annual report and peer comparison to reveal the company's operating performance, at the strategic level, for inventory and turnover issues, a solution of "numerical empowerment, quality improvement and efficiency enhancement" is proposed. Finally, a combination of qualitative and quantitative methods is used to predict the financial status from 2024 to 2026. Research shows that Rebecca has continued to consolidate its leading position in the industry through multi-channel integration and digital transformation, showing strong competitiveness and development potential.

Keywords

Rebecca Company, Hair Products Industry, Appearance Economy, PEST Analysis, Corporate Governance, Financial Performance, Digital Transformation, Strategic Management