Here comes the sex toy in the Netherlands ranking NO.1, do you buy it?
Dutch entrepreneur Eric Idema recently visited China. During his trip, the most embarrassing moment for him was being asked: What does your company do? Every time, Idema answers: "Make a sex toy", but his answer is often regarded as a joke.
Established in 2004, EasyToys, founded by Eric Idema, belongs to the EDC retail group and is the number one adult product retail brand in the Dutch domestic market. In August 2016, EasyToys officially entered the Chinese market. Today, EasyToys' European team has nearly 100 people and its Shenzhen-based Chinese team has 30 people.
Idema believes that the Chinese market is a completely different market from Europe and the United States, especially an emerging market such as sex toys, so more time and energy must be invested to understand and learn everything about this market. Recently, Idema visited Alibaba as a member of the Dutch delegation under the leadership of Prince Constantine. Idema feels that the trip has been fruitful, and he also hopes to further expand EasyToys' popularity and market share in China through cooperation with platforms such as Tmall.
"Silicon Valley Fan" Technology Company
Idema said that although the Netherlands is one of the most open countries in the world, talking about private life still makes people embarrassed. Therefore, doing sex business online, communicating with customers, and collecting their feedback is much more appropriate than offline. Although physical sex toy stores can be found everywhere on the streets of the Netherlands, EasyToys, which started as a loft store, has grown into a domestic industry giant in more than ten years. The current annual growth rate is 45% -50%. Today, EasyToy has a 78% market share in the Netherlands, with corporate business sales of 200 million euros and annual retail sales of 35 million euros. The business scope covers the whole of Europe.
Idema believes that the success of EasyToys in China is largely due to the technological attributes of the products. Compared to sex products e-commerce, it is more like a typical "Silicon Valley Fan" technology company-its IT and R & D personnel account for 65% of the company's total staff. In order to better meet the needs of customers, EasyToys cooperates with experts from the School of Design, the School of Fine Arts, and Sexology to continuously launch new products in the market in "limited editions". In terms of IT, the company's annual investment accounts for 17% of sales.
In addition, EasyToys has an international comprehensive IT logistics warehouse of 8,000 square meters, 8 automated assembly lines, and an advanced intelligent sorting system, which processes 26,000 online orders per day. With this intelligent supply system, it takes only 5 minutes for an order from payment completion to package shipment, and most European countries can reach it the next day.
