(Reported by Zhang Yue) Once hidden in backstreets, adult product stores are now entering shopping malls and mainstream e-commerce platforms with a new image. Industry data shows that China's adult product market has exceeded 130 billion yuan, with an annual compound growth rate of over 15%. Driven by the "self-pleasure consumption" trend and "she economy," this long-stigmatized industry is undergoing a profound quality upgrade and value reshaping.

At a recent smart product launch event held by a leading brand, a device equipped with AI heart rhythm matching technology attracted significant attention. "Using biofeedback technology, the device automatically adjusts its operation mode, a feature traditional products cannot achieve," said product manager Li Zhe, demonstrating over ten customizable modes on the app. Currently, top brands have all ventured into smart product lines, with devices supporting Bluetooth connectivity, remote interaction, and data recording becoming market favorites.

Notably, women are becoming the primary driving force behind the industry's growth. Data from Tmall shows that female purchasers increased by 47% year-on-year in 2023, with urban women aged 25-35 accounting for the largest proportion. "Modern women are more willing to pay for quality and experience," said Chen Wei, founder of a popular brand. "Our product design emphasizes a combination of ergonomics and aesthetics, with all materials made of medical-grade silicone. These upgrades are highly appreciated by female consumers."

In a newly opened brand experience store in Beijing's Chaoyang District, the bright and minimalist design contrasts sharply with traditional shops. The store features private trial areas where consumers can scan QR codes to test basic product functions. "It feels as natural as shopping for electronics," said Ms. Wang, an office worker who was browsing products. This new retail model, focused on experiential marketing, has already opened over 200 stores in cities like Shanghai and Shenzhen.

Despite rapid growth, the industry still faces issues such as a lack of standardized regulations. Relevant personnel from the All-China Federation of Industry and Commerce revealed that the "Adult Product Industry Standard System" is currently being developed, covering areas such as material safety and electrical performance. Meanwhile, platform regulations are also tightening, with Taobao and JD.com recently removing over 300 substandard products.

Experts point out that as regulations improve and consumption upgrades, the industry will enter a reshuffling phase, where small manufacturers lacking technological innovation will gradually exit the market. "The next three years will be critical for branding," said Liu Kai, a consumer market researcher at the Chinese Academy of Social Sciences. "Those who can capture quality upgrades and user experience will lead this blue ocean market."