China is the world’s largest manufacturer of sex toys, accounting for 70 per cent of global sex toy production. The country’s sex toy sector is valued at approximately $2 billion, with over 1,000 producers around the country. According to a survey by the China Market Research Centre, earnings from this business were US$940 million from January to May 2010. The best-selling commodities, according to the research, are devices that increase sexual excitement, such as stimulation condoms, which account for 21.5 per cent of the market.
China has gone far in terms of attitudes towards sex, according to Ma Xiaonian, deputy head of the China Sexology Association, since the very first sex store opened in Beijing in 1993. The sex toy business has quickly risen to become the world’s largest producers, from a period when adult items, even condoms, were not permitted to be shipped into China. In general, China is the world leader in labor-intensive production. Based on the sources in the People’s Daily, South Africa is the largest international market, with South Korea and Russia coming in second and third, respectively, and the United States accounting for only 2% of the market. Other studies claim that export quantities to the United States and Europe are significantly higher. The manufacturers in Guangdong, in the country’s south, and Zhejiang, in eastern China, produce the majority of the sex toys supplied.
What businesses are doing to adjust to Chinese consumers
Durex, Tryfun, and Touch are among China’s biggest brands, each with its own strategy and classification. Durex is the most prominent condom brand in China, and it manufactures and sells condoms all over the world. It controls almost 40% of the Chinese condom business. To develop renown, the English brand relies on its image as well as advertising and marketing efforts.
With the introduction of tiny games, films, and the construction of its online platform, Weibo, which brings together more than 3 million Internet users, the latter attempts to communicate with the public. The brand’s most recent video has been seen by more than 5 million people, thanks to its accomplishment. The brand capitalizes on young adults’ sense of humour, product originality, and enjoyment. Despite the fact that the condom is the brand’s most well-known product, the other adult toys are less well-known.
In contrast, the Chinese company Tryfun relies on a variety of distribution methods via e-commerce platforms, as well as the design of its goods, to emphasize its unique posture. TryFun has reconsidered its marketing material in order to break through preconceptions, and as a result, its brand awareness has greatly improved. Unlike several trademarks, this one uses a more serious and less controversial image. Tryfun received the Appearance Intelligence Award in China in 2018 for its latest creation, the “Xingshi,” a woman’s vibrator with an elegant design.
Touch’s, another existing brand, is an engaging mobile application that allows consumers to shop things straight from the app. E-commerce networks, an online community, and consumer happiness are all part of its product marketing. The app allows consumers to rent ‘heated up’ second-hand sex dolls in 2017. A range of plastic dolls was also made by the company. However, this method was not well received by everybody, since many people thought it was filthy.
Guangzhou National Sex Culture Festival
In 2014, the 11th annual exposition in Guangzhou, China’s southernmost province, was held with the official subject of “healthy sex, happy families.” The event was a three-day mating rite between business and decadence, which the Chinese government meticulously watched. Thousands of people arrived to the show, almost all of them middle-aged males with cameras.
The festival’s preponderance of male attendees matched China’s gender disparity, which has been warped by decades of one-child policy and a high regard for boys, as well as unlawful sex-selective abortions. The shortage of women in Guangdong Province, which has a migrant worker population of 30 million — China’s largest — leaves bachelors with few alternatives and arouses Chinese men’s libido. This desire has aided in the growth of the home sex toy business.
Businesses furthered their efforts and ingenuity during this event to attract potential clients, putting up and arranging a variety of activities and displays, such as pole dance acts. Pink-lit “hair salons” with seductively dressed women compete alongside massage parlours and late-night hired companions who slip their contact information under hotel room doors around the country. Those wishing to improve their interactions may find a variety of “adult health product” in stores and online.
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