[ Damp and dirty street corners, half-hidden ambiguous curtains, faint lights, explicit signs and posters... Just a few years ago, most sex toys were sold to consumers’ beds from such stores. Blue Goose, is that all? Of course not, is the story just beginning? ]
On May 4, the vertical B2C erotic e-commerce platform "Taqu" was listed on the NEEQ, becoming the first vertical erotic e-commerce listed on the NEEQ. Just a week ago, the veteran sex toy manufacturer "Lover" also officially landed on the NEEQ.
Hequ was founded in Xiamen in 2012, formerly known as "cost-effectiveness". It has been targeting the sex toys market since its inception. Previously, it had received 50 million yuan in Series A financing and 85 million yuan in Series B financing in 2014 and 2015, respectively . The platform has gathered 40 million users and quickly launched the listing procedure for the New Third Board in the second half of 2015.
In his interesting public prospectus, the reporter found that this vertical B2C e-commerce company placed another veteran in the sex industry, "Chunshuitang", as its main competitor. Coincidentally, Chunshuitang also revealed at the end of 2015 to start the NEEQ listing procedures. Founder Lin Degang said that "the listing will be reached soon."
In fact, this "mysterious and just-needed" field has been in a relatively "depressive" state in China. As the post-90s and even post-95s began to gradually influence mainstream consumer trends, coupled with the secret and convenient way of e-commerce, the explosion of sex e-commerce is not unusual at all, but it came later.
This secret and exciting industry
can be said that more than two years ago, Ma Jiajia used a Barbie doll face and eloquent acting talent to tear open the industry. If Ma Jiajia is the “medicine primer” of this industry-after all, she has something more worthy of her focus (her most recent identity is the founder of the female community High), but there are many people who really focus on the erotic e-commerce industry. Huang Tiancai, the founder of
, is one of them. At that time, his fun has not yet changed its name, called "price ratio". It is an entrepreneurial team that has "lived" for more than two years in this secret and exciting industry. It slowly began to explore the online shopping mall from the shopping guide website of sex toys. Selling goods and began to try to introduce the concept of community.
According to the public information provided by Taqu (data as of August 2015), Taqu mainly sells sex toys in an online B2C model. The three main businesses are condoms, sex toys and sex underwear. Among them, the sales revenue of sex toys accounted for 60% of the total revenue.
Huang Tiancai told e-commerce online reporters that since the unit price of sex toys is much higher than that of other categories, they account for the majority of sales. However, if you look at the number of purchases, sex lingerie is definitely a "starred star". In terms of male to female ratio, the proportion of female buyers is increasing year by year, and the frequency of buying erotic underwear is also increasing.
has successively received two rounds of tens of millions of financing, the old-fashioned erotic e-commerce platform "Chunshuitang" has started the NEEQ listing procedure. According to Lin Degang, the founder of Chunshuitang, who has been in business for 13 years, from 2012 to 2013, several Large-scale erotic e-commerce companies have successively received capital injections, but the entire industry is still in a more rational development. The recent frequent listing of the New Third Board will not have an epoch-making impact on the entire industry structure and consumption field, but it has released a A positive signal, and a positive value is that sex e-commerce is gaining a greater degree of capital recognition. After
90 is the pressure relief valve for sex e-commerce,
Chinese traditional and conservative sexual relations are being deconstructed, and this directly affects the development of sex e-commerce.
Hequ has investigated a set of data. In early 2013, the post-70s and post-80s were still the main purchasers, and the post-90s only accounted for about 16% to 17%. And now, the proportion of buyers born in the 90s has risen to more than 40%. “Because of the more open growth environment, the post-90s are more educated in the relationship between the sexes, and the traditional consciousness is less restrictive to this group of people,” Huang Tiancai said For the entire category of sex toys, most of the buyers are married people, so the post-80s are still the dominant person at present, but it is not difficult to speculate that the post-90s, 95s, and even 00s will become the main body of values in the entire society, especially After entering the marriage, they brought more exuberant needs andPurchasing power comes, and then the potential of sex e-commerce will continue to be stimulated.
He predicts that in the near two to three years, when the post-90s generation will officially "run three", the entire industry will usher in an explosive period. Liu Rongjun, co-founder of
microchain, said in an interview with an e-commerce online reporter that the entire sex product business is like a pressure cooker. It has been suppressed by sex culture for a long time, the market is under high pressure, and demand is forcibly suppressed. Once a breakthrough is found, Demand will gush out. After 90, it happens to be this relief valve.
has seen such a trend and trend. This industry that once kept Chinese people secretly secretive has also poured into many entrepreneurs, such as the "best performer" Ma Jiajia mentioned above, and Liu Kenan, who left Xiaomi and founded Elephant Condom, Not to mention Chunshuitang, which has been deeply involved in the sex toys industry for many years.
What kind of fun e-commerce business can be more favored by capital, stand up to make money and enter the mainstream market? "The first is that the product itself can withstand dissemination, and strict product control makes and sells products that make users scream; second is that there is a good business model that can trigger self-dissemination, and the model of selling goods and receiving money still needs to be further explored and optimized. "
Lin Degang very much agrees with the statement that product is king. As an e-commerce platform that has always insisted on producing sex products under its own brand, the revenue of hardware products has now accounted for one-third of the total revenue. This year, he will strengthen research and development on the product side. , To maintain rapid growth. "Generally speaking, there are only two forms of e-commerce. One is that a large number of shops obtain traffic through SEO, and the other is that Xiaomi builds its own explosive products to attract traffic. We have always hoped to become a'mi-like' e-commerce. Brands.”
You lose by just selling sets...
Compared with foreign countries, the domestic sex toys industry is still in a very early stage of development. In addition to a few well-known brand condoms, there are a large number of products and brands remaining It is difficult for consumers to tell which one is better. A large number of three-no products continue to exist in the ambiguous shops on the corners of the road. “Such products can actually cause the most direct harm to the health of consumers. "Huang Tiancai said, so as a vertical B2C platform, the quality control of non-standard products is very important.
"The direct impact of the listing on the New OTC Market is to promote the more planned operation of enterprises and upstream and downstream industrial chains, precisely because the current industrial chain is not standardized and complete enough." In the “Help Plan”, through the opening of platform user purchase behavior data (including consumption composition, purchase frequency, product experience feedback, etc.) to small and medium-sized enterprises in the sex toys industry chain, manufacturers can better understand market preferences and mainstream user needs With expectations, product development and improvement can be more targeted. According to this rhythm, in the future, the role of other fun will not only be an e-commerce channel for buying sex toys, but more like a medium between manufacturers and users. And this point will become a favorable "moat" when competing with other erotic e-commerce and integrated e-commerce platforms.
He also plans to target cutting-edge technology in the next step and apply cutting-edge technologies such as VR and robotics to the gender industries to explore more possibilities.
In the plan of "Uncle Chun" Lin Degang, he has been thinking and practicing a multi-dimensional layout centered on "adult health". In addition to continuing to sell sex toys to achieve the goal of "sexual happiness" for users, "sex health" will be Chunshuitang's core business in 2016, and it is expected to surpass sex toys by the fourth quarter of this year. "Sexual health" will cover related drugs, health care products, medical equipment, etc., in addition to the development of intimacy training and other project courses, and useful supplements such as love hotels.
Attached: Fun E-commerce financing\List of listing status
The copyright of this article belongs to the original author. Please indicate the source for reprinting
