The enterprise is growing rapidly, with a market scale of hundreds of billions emerging

The shift in mindset is also a significant factor driving the growth in demand for adult products. Nowadays, people's perception of sex has become more open, and they no longer turn pale at the mention of "sex". The improvement in education level has made young consumers more tolerant towards adult products. According to data released by iiMedia Research, among the respondents, 34.82% expressed a desire to try sex toys, 28.13% believed that sex toys are enjoyable, 27.23% maintained a neutral attitude, and less than 10% rejected them.

The development of e-commerce platforms has provided a convenient channel for the sales of adult products. Consumers can easily purchase adult products online, avoiding the embarrassment of purchasing offline. Data shows that in 2020, only 30% of people were willing to purchase offline, meaning that 70% of people purchased through e-commerce. The e-commerce scale of adult products reached 46.1 billion yuan in 2019, and exceeded 60 billion yuan in 2020.

(II) Rapid growth of enterprises

The substantial demand in the adult products market has attracted numerous enterprises to enter the arena. In 2020, 29,600 new adult-related businesses were registered, marking a year-on-year increase of 622%. In the first half of 2021 alone, an additional 44,000 businesses were registered, representing a growth of 923.3%. Currently, the number of enterprises engaged in the adult products industry has reached 90,000. The increasingly fierce competition in the industry has attracted the attention of capital. The influx of capital has brought more financial support to the adult products industry, prompting manufacturers to invest more in research and development, driving product innovation, and making product prices more accessible to the general public.

(III) Women become the main force

With the awakening of women's self-awareness, the consumption patterns of "her economy" and "self-gratification consumption" have emerged, and the focus of adult product consumption users is gradually shifting towards women. The growth rate of female-oriented adult products in China has reached 67.2%, far exceeding the growth rate of the male market. According to a report released by Ali Health, post-00s women are more inclined to purchase and use adult products, and young women today are more open-minded. Although the proportion of male consumers purchasing adult products in China reached 68.3% in 2020, with women accounting for only 31.7%, experts indicate that in the adult product industry, men have fewer product options available to them, while women account for 80% of the product types available for purchase. In fact, women are the main customers of adult products. The sales growth rate of female-oriented adult products far exceeds that of male-oriented products, with an increase of 114.4% in 2018 and 67.2% in 2019. Currently, the main users of adult products are still primarily post-80s and post-90s individuals, who together account for 86% of the age distribution of adult product users.