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Male sex toys

"The biggest consumer group is people between 20 and 40 years old," Yang said.

Li Fang, president of Jusi, one of China's largest sex goods chain stores, said that in traditional stores, customers are mainly 35 to 55 years old.

The goods in the store range from electronic to old-fashioned. On the left is a German product, which the manager describes as "a tool to help exercise the muscles of the male sexual organs." The whip on the right is easier to identify.

The goods in the store range from electronic to old-fashioned. On the left is a German product, which the manager describes as "a tool to help exercise the muscles of the male sexual organs." The whip on the right is easier to identify.

"People at this age may have a lot of professional pressure and lower sexual satisfaction," Li told China Daily in a previous interview. But they also "have stronger purchasing power and have a more mature attitude towards sex toys."

Online and in-store customers shop differently. Statistics released by Juse last month showed that online shoppers are mostly random purchasers, even though Li said they spend about five times as much as those who go to traditional stores.

Traditional shoppers know what to buy for them. Juse reports that in the 485 Juse chain stores across the country, more than 80% of tourists bought something.

Ma Ke is the sales manager of a Jushi franchise store that Chai Hongguo bought in Beijing in May 2010. His store on Dongzhimen Inner Street is mainly imported goods from Hong Kong, Germany and other regions and countries.

Ma said that 50 to 60 people come in every night, and half of them will buy. "Many people here are clear about what to buy, and we will tell customers in detail about the product."

Li said that those who feel too embarrassed can find relevant information online. Juse has an online channel www.x.com.cn, which Li said will also help promote the brand. She said that in cities such as Beijing, Shanghai and Changsha, more than 60% of potential buyers understand Juse.

"Shabby" factor

Stores that do not have an online business are feeling the pressure.

Wen Jingfeng believes that this is the reason why the sales of the Adam and Eve Health Center store he opened in Beijing in 1993 have slightly declined in the past five years. He said he might develop an online store to boost sales.

This can also refute a problem he encountered in the past: "People feel embarrassed when they enter our store, and even leave change after buying something because they want to leave soon."

In some cases, entering a sex shop is a stumbling block. Many of them look shabby, and Li said that this image humiliates the quality of the product.

Leo Jiang, a public relations officer for her company, believes that many inferior shops in residential areas will gradually disappear because they cannot meet the needs of the younger generation.

For about 10 years, a man who calls himself Mao, 45 years old, has been operating a sex shop in the neighborhood of Chaoyang District in Beijing to earn extra income. He estimated that 70% of the approximately 1,000 sex shops in Beijing (including his own) are in the “shabby” category, which would harm sake and encourage customers to visit online stores.

However, he does aim to provide services. His mobile phone number is written on the glass door of his shop, and customers can call to place orders during the day. He promised to ship the goods within six hours.

'This is modern'

Some young Chinese have gotten rid of their shyness and deliver goods in their own way. “It’s so cool to give sex toys to newlyweds as gifts,” said Tang Yang, 28, who works for a public relations company in Beijing.

One of her best female friends got married last year, and Tang’s wedding gift was a selection of condoms and a sexy purple dress. "Her husband saw this gift and said it was interesting and useful," she said.

"Of course, this is modern. Some of my friends appreciate my ideas and follow me as an example. Having a better sex life is not a shame. Toys give couples more opportunities to participate."

Tang said that it makes sense for the bride to hesitate to choose toys, "so her female friend should be responsible for giving the bride what she wants."

A 33-year-old woman in Shanghai who asked not to be named told China Daily that she and her husband had no concerns about buying condoms in public. After all, they can be bought in hospitals, supermarkets and convenience stores.

"However, picking up sex toys is still very embarrassing, especially when you need to ask the seller for some details of the product." She said that they overcome the embarrassment of using toys at first and started buying them online two years ago.

"They are exciting and bring us a higher quality sex life," she said. "Moreover, online shopping helps protect our privacy, which encourages us to bravely seek greater happiness."

Not everyone is sure that the toy isHealthy choice.

Xia Xueluan, a professor of sociology at Peking University, said that the public, especially the younger generation, should establish a good sex life with their boyfriends, girlfriends or spouses.

"Indulging in sex toys can harm people's body and mind, because they should have a natural sex life," Xia said.

Back to potential

China's first major pornography manufacturer to obtain government permits called the industry "subtle".

Lover sales manager Zhang Chi said that the door to the Chinese market has only opened a small part. The total sales in mainland China does not exceed that of Japan, and Japan accounts for less than 10% of the Chinese population.

He said that from 1994 to the beginning of 2000, the factory's gross profit margin was only 20%. Lover’s products exceed demand. But in 2000, the company received a $200,000 investment from a Japanese company and received its technical support. New products are off the assembly line, and foreign markets have turned for the better. In 2006, the sales of lovers reached 8 million US dollars.

Now, the company claims to produce 70% of sex toys in mainland China. More than 90% of its products are exported to 27 countries.

"Sex toys are regarded as evil by many people," Zhang said. "We are doing something meaningful, which brings new ideas to people's sex lives and helps them have a better sex life.

"The potential of the market has not yet been stimulated."