Make products that meet universal needs
Domestic traditional brands and capital have given beU four labels: the shortest establishment time, the fastest growth rate, the fewest products (only one), and the most financing rounds among the new leading brands in the adult industry. Last year, beU has expanded its sales channels in more than ten countries overseas. BeU CEO Gao Qinfeng described his journey in one sentence: “Going overseas is not a forced choice due to internal traffic, but an inevitable result of matching people, goods and places.”
Universal needs are broken down into three: universal culture + universal vision + universal pain points.
1.The so-called universal culture is the true recognition of this thing in our hearts, the true recognition of equal rights and gender equality. Only in this way can we develop universal culture well.
2.Universal vision: anyone from any culture in the world will not feel disgusted when seeing products of this color. This is universal vision.
3.Universal pain points, what is human nature? Wanting to sleep and not wanting to wash, this is human nature, this is a universal need.
We need to innovate at affordable prices and with low leverage
How does beU do affordable innovation? It can be summarized into three points: innovation in segmented product scenarios, innovation in basic product functions, and differentiation strategy for central axis products.
First, innovation in segmented product scenarios. The new product we launched this year is called beU Little Feather. We have jointly developed a stockings product with the largest sexy stockings company in China, and put this small product precisely inside the female body through magnetic buckles. This is called double stimulation for users, and it is the first in the world. There is not much technical barrier. In fact, it is an extension of the most basic vibrator.
What we created is not a new technology, but a new way of playing, and this year we will have a series of products to create various ways of playing. The new way of playing of sex toys can be copied to all walks of life.
Second, innovation in basic product functions. There may be some sellers in the sex industry or have been in contact with this industry. The most common thing I hear is that there is actually nothing to innovate in sex toys. If you go back to the first principle, you will understand that all sex toys are essentially bionics, simulating the movements of human fingers and tongues. The bionic degree of current products does not exceed 10%, which means there is still more than 90% room for improvement.
The third point is the differentiated innovation of the central axis products, that is, innovation in the population. Condoms are a traditional category worldwide, but we started doing it this year. The traditional condom buyers worldwide are all men, but with the rise of women’s awareness and women’s increasing love for their bodies, there are more and more female buyers. We have designed a whole series of condoms for women. All the selling points are to take care of women’s feelings. We have also developed the world’s first condom that can resist 99% of HPV viruses. Therefore, even if it is a traditional category, you can find opportunities for differentiation in new populations.
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