But while Guo, 35, sometimes lacks imagination, he more than makes up for it in vigilance. “Users expect and deserve products that meet strict safety standards, and any deviation can irrevocably damage a brand’s reputation,” he said. published in an XBIZ editorial in September. “Partner with trusted white label manufacturers instead of betting on the unknown.”
When I ask Guo about the editorial, he emphasizes that the success of sex technology is determined by both the innovation involved in the products and the quality. “We want to be more of a bridge between humans,” Guo says, “not just between a toy and a human.”
Even with promising market projections, another estimate goes so far as to predict that sales could exceed 121 billion dollars by 2030—Industry analysts are not convinced that the future of sex technology lies in toys.
It is a “very oversaturated market that many now avoid,” says Olena Petrosyuk, partner at consulting firm Waveup. This year, he adds, investors “are looking away from ‘commoditized’ trends”: sex toys, but also sexual content and social platforms. “Many failed to demonstrate economics and scale. The category is still quite stigmatized,” he says. “OnlyFans is a big exception.”
So what do consumers want? Petrosyuk says wellness, artificial intelligence and immersive realities are all the rage right now. “Virtually all sex tech startups think in terms of AI use cases,” he says. “If it comes to AI toys, companies are researching how to anticipate and respond to user needs. If it’s robotics, we see companies researching sex robots. “If it comes to content, they are hyper-personalized sexual characters.”
Guo tells me that he doesn’t mind talking about artificially intelligent sex robots (a “low-volume business,” in his opinion) because many people can’t afford the high price. He believes continued success will be achieved by expanding the company’s themed collections. OEJ works directly with US and Canadian distributors; It is not a direct-to-consumer business, although it says customers occasionally place orders through the online store.
Although e-commerce is the standard for the retail and electronics industry, taking a more traditional approach works for Guo. Next year, OEJ plans to launch a Zodiac collection, creating 12 unique toys for each astrological sign. It’s a call to co-star fans of Generation Z. “Every generation is different,” he says.
The company’s almost non-existent presence on social media only seems to add to its Wonka-like mystery. “We’re just bad at it,” says Jerry Chen, operations assistant. “We’re really focused on production.”
For now, that business model appears to be a success. Our Erotic Journey recently won “Best Pleasure Product Manufacturer, Small” at the 2023-2024 AVN Awards in Las Vegas, a litmus test for brands new to the world of adult content. OEJ also received the O Award for Outstanding New Product for “Sexy Pot,” Guo’s marijuana leaf-shaped vibrator, a customer favorite.
Clearly wanting to cash in on his unexpected success, Guo says, “It’s time we gave him a sister or a brother.”
