The latest annual consumption report released by Tmall Health reveals an exciting market transformation: erotic products are undergoing an unprecedented “stigma-free” revolution. The data shows that female consumers accounted for 54% in 2023, surpassing males for the first time; and the purchase volume of consumers aged 35 and above increased by 120% year-over-year. These figures not only reflect changes in consumer demographics but also mark a fundamental shift in Chinese society’s perception of erotic products.
Three New Consumption Trends
“Health-oriented” Purchase Decisions
Over 60% of consumers choose channels such as “privacy packaging + legitimate pharmacies/brand flagship stores,” indicating a shift from “shameful to purchase” to “rational choice.”
“Shared-type” Products Gain Popularity
Sales of couple-shared products increased by 85%, reflecting modern people’s greater emphasis on interactive experiences in intimate relationships.
“Functional” Demand Upgrades
Products with health monitoring and usage guidance features are more popular, indicating that consumers are beginning to view them as “health tools for life.”
At Shandong Lilibo Electronic Technology, we have long anticipated this trend:
Product design adopts a Nordic minimalist style, downplaying traditional erotic product sensory stimulation.
Raw materials are strictly selected from German medical-grade silicone, with more stringent quality inspection procedures than industry standards.
Innovative development of “health mode,” providing scientific usage suggestions and data records through an app.
This is not just a market change but a sign of social progress.
With 54% of female consumers and a 120% increase in middle-aged and elderly consumers, we see not only a business opportunity but also a microcosm of the liberation of Chinese social values. Erotic products are undergoing a similar “de-specialization” process to yoga mats and fitness bands—transforming from items that make people blush to companions that pursue a higher quality of life.
For consumers, this means a greater range of choices.
For the industry, it signals a transition from “underground economy” to “sunshine industry.”
For businesses, it requires us to meet market demands in a more professional and healthy manner.
Standing at this historic turning point, Shandong Lilibo Electronic Technology commits to: We will continue to uphold medical-grade quality standards and humanized product design to promote erotic products as a healthy choice for modern people’s pursuit of a better life. This is not the end but a new beginning—here, everyone can pursue their own happiness rights with dignity.
