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关于“情趣电商”的报告

本报告研究涉及企业/品牌/案例:他趣、春水堂、桃花坞,网易春风,桔色,京东,天猫

中国情趣电商市场仍处于快速发展的阶段,有巨大的发展空间。iiMedia Research(艾媒咨询)数据显示2018年中国情趣电商市场规模达到306.6亿元,预计到2020年中国情趣电商市场规模将超过600亿元。艾媒咨询分析师认为,随着性观念的解放及互联网电商的蓬勃发展,情趣用品产业也迎来了新的“转机”,中国情趣用品产业以极快的速度大步前行。目前情趣用品种类与品牌不断丰富,从避孕为主的计生产品,发展到润滑剂、延时喷雾等保健用品,再到飞机杯、按摩棒等智能硬件。情趣电商企业积极拓展业务模式,企业盈利状况转向良好,部分上市企业2018年实现扭亏为盈。目前情趣电商品牌大众接受度仍有待提高,平台总体网络口碑较低。艾媒大数据舆情监控系统数据显示,情趣电商总体网络口碑指数仅为28.3。520网络热度指数排行显示,各类情趣用品中,避孕药、避孕套、充气娃娃的网络热度指数依次排名前三。

The Chinese adult product e-commerce market is still in a stage of rapid development and there is huge room for its development. As the data of iiMedia Research showed, the size of China's adult product e-commerce market reached 30.66 billion yuan in 2018. It is estimated that by 2020, the size of China's adult product e-commerce market will exceed 60 billion yuan. With the liberation of sexual attitudes and the booming development of adult product e-commerce, the sex toys industry has also ushered in a new ""transition"", and the Chinese sex toys industry has made great strides at an extremely fast pace. At present, the types and brands of sex toys are constantly enriched, developing from contraceptive-based family planning products to lubricants, time-lapse sprays and other health care products, to aircraft cups, massage sticks and other intelligent hardware. Adult product e-commerce companies actively expanded their business models, and their profitability turned well. Some listed companies turned losses into profits in 2018. At present, the popularity acceptance of adult product e-commerce brand is still to be improved, and the overall network reputation of the platform is low. As the data of iiMedia Research showed, the overall online word-of-mouth index of adult product e-commerce is only 28.3. 520 network heat index ranking shows that among all kinds of sex toys, the network heat index of contraceptives, condoms and inflatable dolls ranks in the top three.

本报告研究涉及企业/品牌包括:京东、淘宝网、天猫、爱尚鲜花、花巴士、Flowerplus花加、花集网、花点时间、宜花、花点时间IREFLOWER、BEAST野兽派、花卉猫、鲜花说、桃花坞、春水堂、爱之谷、爱侣健康、趣网、网易春风、他趣、伊在爱、桔色成人、春趣

经济发展、文化和人际关系交往等因素驱动中国礼物经济产业发展,iiMedia Research(艾媒咨询)监测发现,2018年中国礼物经济产业市场需求已达8000亿元。探访亲友、生日和情侣间互赠礼物为主要送礼场景,分别占比84.3%,80.0%和68.0%,年货、鲜花、情趣用品等也成为消费者的礼品消费新趋势。

Under the background of consumption upgrading, with the development of online retail and mobile e-commerce, China's gift economy industry continues to develop. In 2018, the demand for China's gift economy industry market has reached 800 billion yuan. In 2019, the New Year and Valentine's Day became the hotspots of the gift economy industry. New year gifts, flowers between couples, and the purchase of sex toys became the new trend of gift economy consumption, which driving the market of gift economy industry to expand continuously. According to iiMedia Research, Chinese residents mainly pay for visiting relatives and friends, among which 59.5% give gift to family members,; over 60% of users have heard of flower e-commerce, and 36.1% of them purchased flowers on the flower e-commerce platform; the proportion of male and female users who support sex toys was 51.7% and 37.3%, respectively, and male and female users who regularly purchased sex toys accounted for 17.7% respectively. And 12.6%, male users are more likely to accept sexy users than female users and buy more.

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