Functional Quality and Material Safety Become Top Priorities
With the continuous maturity of China’s intimate consumer group, consumers’ purchasing decision-making standards have become more rational and practical, shifting from blind pursuit of novelty to emphasis on substantive product quality indicators. iiMedia Research survey results clearly show that product functionality, material safety and hand feel experience have become the three most critical factors for consumers when purchasing intimate products, replacing the previous simplistic consumption logic dominated by appearance and price.
Material safety is the primary consideration for users. Modern consumers pay extreme attention to body-friendly performance, hypoallergenic characteristics and non-toxic properties of intimate products, preferring medical-grade silicone and safe environmentally friendly materials. At the same time, functional practicability and comfortable hand feel experience have become core competitive points of products. Consumers abandon inferior products with single functions and rough craftsmanship, and tend to choose high-quality products with ergonomic design, stable performance and safe materials.
Notably, although privacy concealment is no longer the primary decision factor, it still ranks among the top three considerations, explaining why online channels firmly dominate the market. The improvement of e-commerce privacy protection systems and discreet packaging solutions perfectly meet users’ hidden purchase needs. The rationalization of consumer decision logic guides the industry to eliminate low-quality and inferior products, promote standardized production and high-quality iteration, and accelerate the industry’s transformation from price competition to quality and technology competition.