If you can buy a silicone doll with a variety of shapes, a thousand and one smooth, and even non-toxic and harmless at a price starting from 3,000 yuan, perhaps, Yundi will not transfer ten thousand times to patronize "professional women"; Wu Yifan does not have to worry about his "too big" will hurt the beauty. Although it cannot change the fate of bad artists, for more young people, the emergence of silicone dolls has made life another possibility.
This slightly surreal and unspeakable silicone product has ushered in a unique "outbreak year" in the context of a lower birth rate, an increase in divorce rates, and an epidemic and aging. For traditional Chinese, should the attention to silicone dolls be demand or quality?
Chunshuitang gave the best answer, this 20-year-old, committed to "looking like a living person, touching like a living person, using experience like a living person" of the ultimate high-end silicone dolls, sold to 3,000 yuan to sell the old "interest" enterprises, and finally in 2021 "Double 11" a small number of people's luxury goods into consumer goods for the masses. From 20,000 to 3,000 to sell, it is really Yundi who will cry when he hears it, and he will be silent when he knows it.
Xiaomi Chunshuitang chose to subvert the industry
Behind the advertised baby world of millet, it is because of the pursuit of millet's pursuit of innovation. Today's millet, the industry is difficult to explain with economics and management theory, millet innovation is far beyond the imagination of the family, the mastery of the Internet methodology is far ahead of the industry. Regarding the success of Xiaomi, the analysis of the industry is also controversial, but doing our best to do a good job in the product and systematically reduce the overall cost must be the core element, and then organically integrate hardware, new retail and the Internet to create a unique new species.
In the field of "interest" supplies, Chunshuitang also has its own unique moat. 20 years of brand accumulation, from 2017 project silicone dolls and sales in the Chinese market in October 2020, to export a year of time, Chunshuitang has become the world's highest sales of silicone doll brands, and established in Dongguan 8000 square meters of the world's largest silicone doll production plant.
However, Chunshuitang is not the world's highest-selling physical doll brand, because there are many "cottage silicone dolls" on the market. This status quo is so similar to the situation faced by Xiaomi mobile phones when they launched the first generation of products! The endless stream of cottage products and cheap TPE "cottage silicone dolls" are rampant, which not only hinders the development of the industry, but also affects the cognition of many users.
From the first day of entering the industry, Chunshuitang's biggest competitor was actually the "poison doll". "Interest" dolls are divided into sex dolls and physical dolls. Physical "interest" dolls are divided into TPE dolls and silicone dolls according to different materials.
Many people do not know that TPE dolls are made of cheap TPE material mixed with mineral oil, because the raw materials are cheap and the price of TPE dolls is also cheap, occupying 98% of the market share of the current physical "interest" dolls. The silicone dolls developed and produced by Chunshuitang are made of expensive liquid silicone materials. The difference between the two is that although the TPE doll is similar in shape to the silicone doll, it is far inferior to the silicone doll in terms of feel, texture and shaping. Compared with silicone dolls, TPE dolls have a series of shortcomings, which are simply summarized as "ugly (ugly appearance), oil (body oil is more greasy), smell (the body emits a strong odor), poison (because mineral oil is a carcinogen), crack (short life of three or five months will naturally crack)". In contrast, silicone dolls use liquid active silicone, which can draw compound permanent makeup, hair transplantation and eyebrow transplantation, the image is real and safe and hygienic, and it is not easy to age, dry and oily, but the price of silicone dolls is relatively expensive. It can be sold for 20,000 to 30,000 yuan in China, and between 40,000 and 50,000 yuan in Japan and the United States.
The meaning of silicone dolls is not a toy but a companion
Now that the biggest competitor, the "poison doll", has been identified, the logic of Chunshuitang has become clear. On the one hand, the average GDP of Chinese exceeded $10,000 for two consecutive years, and quality of life has become a trend; on the other hand, under the single economy, silicone dolls are developing into a lifestyle or a necessity for lonely companionship. Products represented by silicone dolls and companion robots have become an important choice to meet people's emotional companionship, desire companionship and soul companionship.
In this regard, Lin Degang (Uncle Chun) believes that today's "empty nest" is not only limited to the elderly group, but also a huge group of young people. 2021 can be described as the first year of consumption of silicone dolls. He believes that the sales of silicone dolls are not rapidly popularized today, and the first reason is that the price is expensive. "If silicone dolls want to really usher in an outbreak, they must break through the bottleneck of price." Uncle Chun believes that the time window period for silicone dolls has arrived, and although the price gap has led to the rampage of cottages, it is the best opportunity for Chunshuitang, which is determined to be the millet of the baby world, it is the best opportunity to lay out low, medium and high prices with quality products. Moreover, in the new consumer environment, silicone dolls are not only toys, but also reflect people's unremitting pursuit of aesthetics.
So, chunshuitang, which focuses on the explosive strategy, how to make a silicone doll to cater to the current consumer environment and audience? Taking the extreme explosive "Asakawa" as an example, as the head of Chunshuitang, Hua Dan, because of its high appearance and craftsmanship, supported 30% of the sales of Chunshuitang silicone dolls. As a silicone doll explosion, "Asakawa" integrates the 22 processes of Chunshuitang to make silicone dolls, and finally shapes it into a silicone product that can be faked and real from the appearance, body, muscle, skin, including Shen Yun. It is also the representative work of "baby like a living person" in the eyes of Uncle Chun, intelligent heating to the user's real person-like temperature, touch sound technology can enhance intimacy, edible grade silicone does not produce oil, no peculiar smell, safe and can be played, life expectancy is up to 5 years, and 43 joints can pose the vast majority of real people.
Just as millet creates new species, Chunshuitang attaches unprecedented importance to innovation. In order to solve the weight problem of silicone dolls, Chunshuitang has reduced the weight of products by about 30% through a unique weight reduction process, leading the global counterparts. Uncle Chun told the author that the 1.6-meter doll weighs only 29 kilograms, and the 1.45-meter silicone doll weighs as little as 20 kilograms, which solves the core pain point that the user cannot hold up because the doll is too heavy.
Implement dimensionality reduction strikes with high standards of good products
As early as 2020, the Jingdong research report showed that the domestic sales of silicone dolls were about 600,000, with an average of 50,000 sold every month and about 2 million worldwide. Silicone dolls seem to be a niche market, but it is a high-growth industry. Especially during the epidemic, China's exports of adult products increased by nearly 50% year-on-year, and exports soared by 100%. Among them, the order growth from Germany and Italy is the most obvious. Even though the epidemic has improved and physical doll orders have declined, the overall growth has remained, with almost a monthly export volume of about 2,000. Uncle Chun revealed that the sales of silicone dolls in Chunshuitang have increased significantly in recent years, and it is expected that sales will reach 300,000 in 2023 and generate revenue of 2 billion yuan.
It is such a high-growth market that there is no unified standard to regulate products, which also causes the flood of cottage products. In this regard, Uncle Chun gave nine standards for users to judge the advantages and disadvantages of silicone dolls. One is to look at the beauty, to see if the face and body are beautiful, is not like a living person; the second is whether it is like a living person to touch; the third is whether it is like a living person; the fourth is whether the body movements are like a living person; the fifth doll is greasy; the sixth is to smell the body odor, to see if there is body odor; the seventh is to see if it is safe and tasteful, the material of the silicone doll is food-grade liquid silicone, and the material composition of the baby pacifier is the same, very safe; the eighth is to see how long the life span is, the silicone material is very stable, and it will not crack after standing for 5 years; the ninth is to see the weight.
What is the value of such a product? Uncle Chun's answer is quite radical, that is, from 3,000 yuan! "Who can lead to the market where the cottage is king in the price gap, providing the ultimate cost performance of silicone dolls, who may become the baby world millet that occupies a high market share in the field of physical "interest" dolls. Uncle Chun said firmly, "Chunshuitang is to reduce the average price of silicone dolls with an average domestic price of 20,000 yuan to 3,000 yuan." ”
It can be said that Chunshuitang made a heavy bet in the first year of the silicone doll, declaring war on the cottage products with a sweeping posture. The pricing of almost losing money is not only to silence Li Yundi and Wu Yifan to tears, but also to make Xiaomi rise. Because, the average price of TPE dolls is 2000 yuan, there are also many are sold to 3000+, Chunshuitang sold silicone dolls and TPE dolls to the same price, this dimensionality reduction blow to the cottage products is almost fatal.
In addition to rapidly climbing sales and taking market share, Chunshuitang also proposed a "SPA model", that is, the business model of private brand professional retailers, Specialty retailer of Private label Apparel, like Tesla, Xiaomi, AND MUJI are all SPA models, that is, research and development, production and retail. When these layouts are gradually landed, we will find that what Chunshuitang has to do is to work hard for the happy life of people around the world.