网易春风五年发展复盘：情趣用品赛道的机遇与挑战

网易春风五年发展复盘：情趣用品赛道的机遇与挑战

NetEase Spring Breeze Five-Year Review: Opportunities and Challenges in the Adult Products Track

令人意想不到的是，涉足游戏、门户、音乐等领域的网易，如今还进军了情趣用品行业。实际上，网易通过旗下品牌"春风"已在这个隐秘行业耕耘五年。

Surprisingly, NetEase, known for its games, portals and music services, has now entered the adult products industry. In fact, through its brand "Spring Breeze", NetEase has been cultivating this discreet industry for five years.

一、网易春风的发展历程

1. Development History of NetEase Spring Breeze

网易春风隶属于杭州网易严选贸易有限公司，项目创始人为网易邮件事业部副总经理赵勇。品牌于2016年5月立项，2017年10月25日正式上线，定位为网易原创情趣品牌，主打简约、清新、优雅、文艺的调性。

NetEase Spring Breeze belongs to Hangzhou NetEase Yanxuan Trading Co., Ltd., founded by Zhao Yong, deputy general manager of NetEase Mail Division. The brand was established in May 2016 and officially launched on October 25, 2017, positioned as NetEase's original adult brand with a simple, fresh, elegant and artistic tone.

二、初期成功的关键因素

2. Key Factors for Early Success

1. 流量优势：网易作为互联网巨头，拥有游戏、音乐、新闻等产品的庞大用户基础，成功解决了情趣用品行业最大的流量难题。

1. Traffic advantage: As an internet giant with massive user bases in games, music and news products, NetEase successfully solved the biggest traffic challenge in the adult products industry.

2. 供应链优势：中国生产全球80%的情趣用品，网易春风拥有丰富的供应链资源可供选择。

2. Supply chain advantage: China produces 80% of the world's adult products, giving NetEase Spring Breeze abundant supply chain resources to choose from.

3. 精准定位：延续网易精品路线，瞄准具有审美能力的中产阶级，产品名称如"在云端""鱼儿欢"等都具有文艺范。

3. Precise positioning: Following NetEase's premium product strategy, targeting the middle class with aesthetic taste, with artistic product names like "In the Clouds" and "Happy Fish".

三、发展瓶颈分析

3. Analysis of Development Bottlenecks

1. 价格偏高：网易春风产品价格普遍比其他国产产品高2-5倍，性价比受到质疑。

1. High prices: NetEase Spring Breeze products are generally 2-5 times more expensive than other domestic products, raising questions about cost performance.

2. 创新不足：产品品类多年未突破"套套、棒棒、杯杯"老三样，未能跟进市场新趋势。

2. Lack of innovation: The product categories haven't broken through the traditional three types for years, failing to follow new market trends.

3. 用户局限：主要吸引年轻女性用户，未能有效覆盖主流男性消费群体。

3. User limitations: Mainly attracting young female users, failing to effectively cover the mainstream male consumer group.

四、未来展望

4. Future Prospects

近期网易春风尝试将情趣用品与元宇宙结合，推出"元力FUn"APP和相关智能产品，但近千元的价格让消费者望而却步。网易春风要真正迎来"春风"，仍需在产品创新、价格策略和用户拓展方面做出更多努力。

Recently, NetEase Spring Breeze attempted to combine adult products with the metaverse, launching the "Yuanli FUn" APP and related smart products, but the nearly thousand-yuan price tag deterred consumers. For NetEase Spring Breeze to truly usher in its "spring breeze", more efforts are still needed in product innovation, pricing strategy and user expansion.