36氪 First Release | Becoming a fun trendy brand with a sexy attitude towards life, "SauceDesign Irrational" completed a seed round of millions of yuan in financing

36氪 First Release | Becoming a fun trendy brand with a sexy attitude towards life, “SauceDesign Irrational” completed a seed round of millions of yuan in financing

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36 Krypton learned that “SauceDesign Irrational”, a fun and trendy play brand, has completed a seed round financing of millions of yuan, and the investor is an individual investor. This round of financing will be mainly used to develop new products, increase investment in promotion, and build sales channels at home and abroad.

“SauceDesign Irrational” was established in June 2020, Is an original trendy brand that advocates a sexy life attitude. The brand integrates trendy design and sexy culture, and conveys the brand concept through fun and trendy play and clothing surroundings, hoping to enhance the sense of pleasure for consumers.Its core target group is the post-80s and post-90s in first- and second-tier cities, with a price band of one hundred yuan as the main price. At present, it has launched a variety of products such as Sauce silent rocket cup, Secret Sauce lubricating fluid, and limited edition gift boxes for fun and fun. In October 2020, SauceDesign irrationally launched its flagship store on JD.com, and has gained over 10,000 fans.

Fun and trendy products

According to the data of the “2020 Adult Products Consumption Report” of Jingdong Research Institute, the market size of China’s sex toys will exceed 130 billion yuan in 2020, and Internet retail will exceed 60 billion yuan due to its privacy and convenience advantages. The founder Kevin told 36Kr,The scale of China’s sex fun market is growing at double digits every year, and the e-commerce market has maintained a growth rate of more than 40% for five consecutive years.Compared with the 71.4% penetration rate of Japanese sex toys, the penetration rate of Chinese sex toys is 38.5%. Under the premise of the development of the global housing economy and changes in living consumption habits, there is still a lot of room for market growth.

After analyzing and investigating, the team found that although 70% of sex toys in the world come from China, there are not many Chinese brands in the international market. There are several reasons: 1) Sex can easily become a synonym for pornography in China. The design and vision of most brands are still in the 90s, which is very different from the modern mainstream young consumer groups; 2) Many domestic companies focus on foundry and produce a large number of low-cost products, and there is a need for design and quality control. Strengthening, coupled with the restrictions on the traffic end, it is difficult for the brand to break through; 3) The expansion of the domestic market into the international market requires continuous investment in brand tonality and promotion, which requires higher requirements for the team’s comprehensive ability.

Mesopotamian ancient stone gift box

It is the original intention of SauceDesign to help more people improve the sensory pleasure brought by sex appeal.Kevin told 36Kr that the purpose of trendy brands is to make people who wear them feel unique, and attract consumers through factors such as product design, limited products, celebrity blessings, and price positioning. However, brands that focus on sexy elements are relatively scarce in China. Hope Exporting healthy sexual concepts through trendy culture allows consumers to realize that the taste of life is not the same as pornography and can face it calmly.

In terms of product development and innovation,Kevin told 36 krypton that fun is to be fun and playful, to maximize the excitement, and to be able to cut into the pain points that have not been insight on the market.For example, one of the biggest pain points of men’s jet cups is noise. The team spent 10 months to develop products and improve the noise problem, produced the “Sauce Silent Rocket Cup”, and applied for an exclusive silent patent based on this technology. . SauceDesign irrationally reached a strategic agreement with the domestic listed company Ailu Health to conduct in-depth cooperation at the end of the supply chain.

Gender neutrality is SauceDesign’s irrational product line expansion logic. After the team has perfected and matured male products, the second wave will launch female products.

Trendy clothing accessories

In the promotion of cultural creativity, SauceDesign irrationally creates sexy trendy clothing surroundings, and launches trendy brand co-branded Popup flashes, as well as offline events in nightclubs.The brand also launched a limited edition fashion gift box, turning the love gift box into a first aid kit to increase the interest and user interaction.The team spends cautiously on traditional channels, mainly through vertical channels such as KOL, website, self-media, and exhibitions.

SauceDesign is irrationally cultivating the domestic market while also expanding overseas markets. Currently, there are distributors in Hong Kong, Macau, Taiwan, South Korea, Malaysia, Myanmar, Italy, Colombia, the United States, Canada, and Russia in cooperation.

The founder and CEO Kevin Lee is a serial entrepreneur. He graduated from the British Columbia Institute of Technology. He has a double degree in business management and marketing. He has 12 years of domestic experience. He has worked for Apple in China, Panasonic Electronics in North America and HSBC. Co-founder William Wang is responsible for the company’s cultural creativity and once founded the Internet celebrity artist MixFit trend platform. Co-founder Willie Chou is responsible for marketing and once founded the male vertical website Niu Nan.

It is reported that SauceDesign is irrationally seeking angel round financing, and recruiting gender culture and trend promotion talents to develop domestic and overseas markets.

Editor | Chen Shuya

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