Sex goods manufacturing End boss: Lovers

Source: Internet
Author: User
Keywords Implants lovers entrepreneurial news shortcuts happiness box sex toys sex appliances Adam and Eve

The market of sex goods is very hot in recent years.

The partner develops in the form of product implantation or counter implantation

Deep creation and lovers this case has been more than 4 years, Yong Xuan Capital and lovers played a few years dealings.

Two investment institutions have taken a fancy to the boss of the spice maker, and have spent a long time deciding whether their judgment will be cast or not. More recently, two institutions have finally injected 300 million yuan into their partner's investment.

"The founder of the lovers is Wenzhou people, we are the villagers, but also the geographical." Chen Xiu, managing director of Yong Xuan Capital, joked about the reasons for the investment. In fact, they have deliberately put the outside eye of the "Chinese sex toy tycoon" in the near future, nurturing the listing.

Technical OEM

"In the past, into the sex products industry, I do not dare to think." "The professional manager who worked at Macquarie and Wal-Mart has made no secret of it, even though Wu's identity is the C o O of partner Health Technology Limited," she said. He was a "conservative" born in the 1960, and took up his position in February this year, but said he had adapted to the new role of the "promoter" of erotic goods.

Although the time to join a partner is not long, but in Zhang fan, lovers are doing domestic sales, and then to the foundry, brand path.

So now, lovers have started to start again in the industrial chain.

When Wu Zhenwang opened the first local spice shop "Adam and Eve" in Wenzhou in 1994, he might not have imagined that he and his family would later become monopolies in the eyes of the adult toy industry.

The story of the Wu family's growth history has been described by many media.

The first store of hot sales, let Wu Zhenwang sensitive aware of the new opportunity, the next year to get the approval of the National Drug Administration issued by the Code, production license and market sales license, the establishment of Adam and Eve Health Care Products Co., Ltd., and the son Wu, Wu, Wuxiao draw in, quickly expand the store to more

Although not worried about upstream sources, its main from the earliest domestic manufacturers engaged in adult products, Wenzhou, a hospital urological doctor named Ningong supplier that take the goods, but Wu Zhenwang still unwilling, in Wenzhou economic development Zone opened a lover company, its own production equipment. In the 1996, Lovers became the first company to obtain the Chinese Drug Administration's production approval and the first to permit the export of sex toys.

Demand in Europe and the US market drives the technology company's growth rate of more than 30% a year, by 2006, the value of the partner has broken billion, can produce more than 2000 kinds of tools.

Turn brand Business

Although the lovers of the comfort of the great success abroad, but it did not escape the bottleneck of E m, the most important thing is not to grasp the pricing power, can only be reduced to a processing plant, high-quality products can only be hard to earn the processing costs.

"Around 2007, the partner changed from O E m to o D, a conscious transition," she said. Zhang Fan said, lovers take the "shortcut" way is, in foreign mergers and acquisitions of some relatively mature brands. "Many times, the partner is the supplier of these overseas brands, such as the ex-factory price of 100 pieces, the other side affixed to the brand can be thousands, thousands of yuan, in fact, the same quality." "Soon, lovers in Europe and America, Japan and other overseas markets have acquired some brands, the production of domestic, began to do the export of their own brands."

The advantages of selling brands are beyond doubt, their own pricing power, strong bargaining power, but also control the high gross margin.

The 2008 financial crisis, the overseas market was compressed, lovers turn around to specialize in the domestic market. However, until today, exports of foreign trade still occupy the majority of the total sales of lovers. "Now, do foreign trade exports or a large part of the sales share of lovers, but O em less than 10%, more is the brand output." Zhang Fan said.

"Happy box" industry chain

If the partner's previous strength is manufacturing, it is now extending downward to build the industrial chain.

Its efforts are mainly in two areas, category diversification and laying channels. And recently obtained from deep creation investment, Yong Xuan Capital and investment of 300 million yuan, means that it will accelerate the pace of domestic expansion.

In the category, in addition to the traditional advantages of the product of the comfort, the partner's power point is mainly concentrated in reproductive safety products, such as condoms, disinfectants, lubricants, such as sex, such as stockings, underwear, and regulating kidney function, such as health food. These four types of products will occupy a 20%-30% balance in the future.

The channel, the lover takes is the line to combine under the on-line.

In the 2009, lovers launched their own website "Happiness Box". However, in Zhang Fan's view, the online category of the basic lovers of their own products, the lack of other users are welcome to the third party brand, "just online, now probably only completed the planning of 60%, but also to improve." ”

Third party channels, lovers have accumulated.

"We have done 18 years, the domestic accumulation of thousands of wholesalers, the total agent." "Zhang Fan said that some of the entity shop, lovers to product implantation or counter implantation form expansion, some sites, such as the Spring Hall, Peach Blossom Dock, Taobao, etc., lovers act as suppliers or on behalf of the shipper. Only to Jingdong, for example, the current one-month partner's online sales have 1 million yuan.

Online, though, Adam and Eve had already shrunk from more than 20 from its heyday to two stores currently reserved only in Wenzhou, but the couple didn't abandon the store plan. Zhang Fan revealed that lovers have plans to open in Beijing, Shanghai, Guangzhou and other 35 large direct-camp experience shop, if all goes well, the second half of the first experience shop will be opened.

It is worth mentioning, there are lovers of the promotion of the way.

For example, the partner has worked with a large chain hotel group to play ads in hotel rooms and users can book products directly. The beauty salon with private care is also a path, and the two chain beauty salons in Hangzhou and Shanghai have been experimenting with sales. In addition, the Night Shop channel is also included in the plan, Durex also because of the night shop sales way to get good results, lovers have in Wenzhou night Shop small Test, a night on nearly 200,000 of sales.

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