Live Streaming on RedNote: The New Solution for Sexual Wellness Brands?

Recently, many brands selling adult toys and lingerie have ventured into live streaming on platforms like Xiaohongshu (Little Red Book or RedNote), with a notable increase in female-oriented products. These live streams, much like those for beauty and fashion, are brightly lit and tastefully designed, with hosts discussing various products as if they were ordinary household items.

These sexual wellness products often have playful names like “rabbit” or “seal,” and discussions replace anatomical terms with euphemisms. If one doesn’t listen closely, it might be hard to identify these products as sexual wellness items at first glance.

A Changing Landscape for Sexual Wellness Products

Historically, marketing sexual wellness products on short video platforms was strictly prohibited. Late last year, Douyin (China’s TikTok) allowed adult product categories on its e-commerce platform but limited them to shelf listings without live streaming privileges.

This year, several e-commerce platforms and content communities have relaxed their rules, allowing brands to post content related to sexual wellness products.

This easing of restrictions could potentially herald a new era for these brands.

Sexual Wellness Brands Finding a New Audience

E-commerce platforms are hungry for traffic, and sexual wellness brands are becoming an attractive target. According to iiMedia Research, the sexual wellness industry in China is steadily growing, with the market expected to reach 208.13 billion yuan by 2025.

This year, platforms like Kuaishou and Xiaohongshu have adjusted their entry barriers for sexual wellness brands.

Alibaba Group’s online food delivery and local life service platform Ele.me has launched “Hi了么,” an adult product delivery platform, and Kuaishou is actively inviting brands to sell through window displays and other shelf forms.

Xiaohongshu and JD.com have made the most significant moves. In July, JD.com introduced a mini-program called “Night Secrets,” featuring product links, discussion posts, and evaluation videos. This program is managed by JD Health and has passed relevant approvals.

Xiaohongshu is providing traffic entry points through live streams and posts. Some popular brands like DRT, Confession Rabbit, and others have established regular live streaming schedules on the platform.

Unlike JD.com, Xiaohongshu’s live streams do not have an “edgy” feel. The hosts and users in the comments sections treat these products with openness and frankness. One common phrase in these streams is, “We are here to provide joy for both men and women.”

Yulin, a frequent viewer of Xiaohongshu live streams, said that these streams do not make her uncomfortable even if she stumbles upon them by accident. Sometimes, she finds herself staying longer out of curiosity to listen to the hosts.

Xiaohongshu’s relaxed and therapeutic live stream style fits well with the marketing needs of sexual wellness products. These products require a “soft-sell” approach, giving users time to consider and accept them.