Condoms and small blue films are nicknamed the best partners in the life of couples in the industry, and the trend of the market is also highly at the same frequency. Now, one side has been left behind.
According to Durex's financial report, sales hit a record low last year,**78%. Its factories were forced to transform into rubber gloves, power banks and other productsOn the other hand, the market development momentum of small blue films is in full swing, and even a number of new dark horses in the industry have emerged. Such a polarized trend has also caused the market to look sideways.
Condom sales fell by 7, 40 thousandHomeBusiness closure
Since entering China in the 40s of the last century, with the improvement of people's health concepts, condoms have gradually become a common tool in the life of couples in the new century. Since the state allowed them to buy and sell, small families have more or less hoarded a few. The "Analysis Report on the Use of Family Planning Products in China" pointed out that the current user population in China has reached 900 million, and the annual consumption is close to 10 billion.
Based on such a large consumer group, the track has always been a "big blue ocean" in the eyes of manufacturers, and has never worried about sales. In its heyday, the head enterprise Durex achieved a net profit of 5 billion, and the domestic brand Nosi of the first bureau made a profit of 21 times in one year.
But now, condoms are starting to sell no more, and the turning point is in 2020.
According to Zhiyan statistics, since 2020,More than 40,000 related production enterprises have been deregistered。The waist and tail enterprises have left, and the head enterprises have suffered heavy losses. In the case of Durex, its sales volume is directfrom 3.73 milliononlyDrop to 8, 40 thousandOnly, **7
And the reason behind this phenomenon is not hidden. A well-known overseas **sexology has conducted a statistical statistic and found that since the global pandemic, the frequency of couples having sex has decreased by nearly 44 times, nearly 7 out of 10 respondents remained at 1 time a week, or even lower.
In this regard, the head of sales of Durex China said, "The sharp decline in the number of uses will inevitably have an impact on sales."
The dramatic scene is that statistics show that more than 8 percent of men admit that "after **, their feeling ability is not as good as before". And this has become a major driver of the men's health market in the past two years.
Annual salesbillion, capital has entered the gameMen's healthmarket
In the 2022 ranking of China's drug sales, nafil finished products topped the list with 4.7 billion tablets, an increase of nearly 300% over the same period last year, of which nearly 7% of consumption came from e-commerce. Zhang Lei, a market analyst, explained, "With the rise of men's health awareness, more and more people have begun to borrow external forces to alleviate men's health problems, and the secrecy of e-commerce has become the best channel for this consumption." ”
At the same time, with the expansion of the market, the functional singleness of traditional finished products has been difficult to meet the diversified needs of users, and higher requirements have been put forward for the market. In this context, emerging biotechnology companies have also begun to launch single products of maintenance properties and set foot in this track.
According to public information, in the two major promotions in the second half of this year, the emerging maintenance product "Yu Liwei" has entered the top three in the popularity of the subdivision track, and the highest single-day turnover has exceeded 10 million. According to the investigation, it belongs to the overseas cutting-edge scientific research team Bioagen, which has been stationed in China for 3 years.
According to the information on the Jingdong detail page, this single product is based on plant extracts such as Thai ginseng, and with the help of a compound formula, it targets the key parts of men. Solve the numbness and discomfort caused by taking it from the source. The addition of sulforaphane gives it the potential to alleviate preglandular problems such as urinary frequency and urgency. After 3 months of intervention, the quality of "stand-up" of the participants was significantly improved.
This new concept of ingredients and mechanism is the first time in the men's health market, and it has attracted many early adopters for "Yuliwei". According to the data, more than 9 percent of users are middle-class people engaged in emerging industries such as finance and the Internet. Backed by the volume of the men's health track, the product has also achieved a record of more than one million transactions in 5 minutes, attracting the most attention.
Foster, a well-known market analysis agency, said that the size of the men's health market will exceed 99.6 billion in 2025, and e-commerce giants such as Ma Yun and Liu Qiangdong have already entered the game. And Baiyunshan, which holds the first share of domestic small blue films, has even added factories to expand production, which shows the broad market prospects.
Third, the best partners will face the test of the market
Industry expert Liu Wensheng analyzed that "the fate of the best partners is connected after all". Today's sluggish market is only a short-term performance. In the long run, with the improvement of men's health, the frequency of public couples' lives, and even the age groups of people participating in couples' lives will increase, and the condom market will eventually recover. ButSurviving the current market winter is a top priority for every manufacturer.
Perhaps no brand understands men better than condoms. Today's market situation has also made some leading condom brands march into the men's health track, such as Jieshibang, which has publicly stated that it will launch men's care and other products in the future.
On the other hand, although the small blue film track seems to have a good prospect, the market competition is also becoming increasingly fierce. With the entry of more capital, the process of the market from blue to red has been greatly accelerated, and competition in the stock market has put forward higher requirements for the R&D, manufacturing and sales capabilities of various manufacturers.
The road ahead is challenging for the best partners. It will take time to answer how the market will develop in the future.