X.com.cn

What X.com.cn does

X.com.cn (桔色成人 / Juse Adult) is a Beijing-headquartered adult products retail company operating under legal entity Beijing Meilifeng Technology Co., Ltd. (北京美丽风科技有限公司). Founded in 1997, the company runs the largest disclosed franchise network in China's adult products retail sector, with 850+ stores distributed nationwide, and serves both end consumers and franchise partners (budget-sufficient entrepreneurs and investors seeking entry into the category). Its core offering combines physical retail, a private domain (私域) social commerce channel on WeChat with one-to-one sales and after-sales service, and a proprietary myx platform for unified procurement, inventory, and sales management across the franchise network.

The product portfolio includes 1,000+ proprietary exclusive SKUs alongside distribution partnerships with eight international brands (PJUR, CEN, SWAN, FUN, POLYLION, JOYSCENT, LIST, ADORE). Franchisees are supported through a structured nine-policy system covering private traffic sales enablement, supply chain, brand backing, new store opening guidance, HR support, marketing planning, and after-sales service. Operationally, the company is lean at the corporate level (101-250 employees) with three disclosed revenue streams: one-time franchise and licensing fees, wholesale product distribution to franchisees, and direct private domain D2C sales.

The business model is a hybrid franchisor and direct-to-consumer retailer. The company captures revenue through franchise entry fees and brand authorization, recurring wholesale margins on product supply, and direct consumer sales through private domain channels. GTM is dual-track: franchise partner recruitment (top-of-funnel, via website and hotline) and consumer acquisition through WeChat-based private traffic with one-to-one service. The company holds three Beijing regulatory registrations for internet content provision and public network security, and is privately held with no disclosed external funding.

Name

X.com.cn

Legal name

北京美丽风科技有限公司 (Beijing Meilifeng Technology Co., Ltd.)

Website

https://x.com.cn

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

X.com.cn (桔色成人 / Juse Adult) operates China's largest disclosed adult products franchise network with 850+ stores, selling proprietary and international brand products through physical retail and a WeChat-based private domain commerce channel, serving both franchise partners and end consumers.

Ownership category

akta.pro rank

Product category

Adult Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Sexual Wellness & Intimacy Products DTC (CRAFACAM)

akta.pro secondary industry

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

Keywords

• Adult products retail
• Franchise retail chain
• Sexual wellness products
• Intimate lifestyle goods
• Adult toy distribution

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Franchise Fees and Licensing: Revenue from franchise fees and brand authorization agreements with store operators. Franchisees pay for the right to use the Juse Adult brand, receive operational support, and access to the product supply chain.
2. Product Sales through Franchise Network: Revenue generated from product distribution to 850+ franchise stores across China. The company supplies products from domestic and international brands as well as proprietary exclusive products.
3. Private Traffic Sales: Direct-to-consumer sales through private domain (WeChat/social commerce) channels with one-to-one service model, driving repeat purchases and customer lifetime value.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

X.com.cn (Juse Adult / 桔色成人) operates a franchise-based adult products retail chain with 850+ stores across China, founded in 1997. It sells sexual wellness, intimate lifestyle, and adult toy products sourced from domestic and international brand partners (PJUR, CEN, SWAN, FUN, POLYLION, JOYSCENT, LIST, ADORE) plus proprietary exclusive products, while supplying franchisees with centralized inventory management via the myx platform and supporting them through a nine-policy onboarding and operations program.

Product overview

X.com.cn (桔色成人) operates as an adult products retail chain franchise business with 850 stores across China. Founded in 1997, the company offers a private domain sales model combining online customer acquisition with franchise operations. The core business includes selling adult products, sexual health items, and adult toys through both company-owned and franchise stores. The product portfolio includes multiple branded products such as PJUR, CEN, SWAN, FUN, POLYLION, JOYSCENT, LIST, and ADORE. The company provides franchisees with an internal inventory management platform (myx平台) for unified procurement and sales operations, along with marketing support, training, and operational guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Products Retail Chain (成人用品连锁) A retail chain offering adult products including sexual wellness items, adult toys, and intimate lifestyle products through 850+ stores throughout China, operated by the company and its franchise partners under the Juse Adult brand.
• Franchise Program (Juse Adult Franchise System) A franchise offering for entrepreneurs and investors seeking to open adult products retail stores under the Juse Adult brand, providing store qualification application, renovation design, training, opening support, and ongoing access to a 1,000+ exclusive product supply chain via the myx platform.
• PJUR Brand Products International premium adult products brand distributed through the Juse Adult franchise retail network and private WeChat commerce channels to adult consumers in China.
• CEN Brand Products Internationally recognized adult products brand distributed through the Juse Adult franchise retail network to adult consumers in China.
• SWAN Brand Products Premium adult products brand available through the Juse Adult nationwide franchise retail network to adult consumers in China.
• FUN Brand Products Adult lifestyle products brand distributed through the Juse Adult franchise retail network to adult consumers in China.
• POLYLION Brand Products Adult products brand available in the Juse Adult retail franchise network to adult consumers in China.
• JOYSCENT Brand Products Scented adult products brand available through the Juse Adult retail and private domain channels to adult consumers in China.
• LIST Brand Products Adult products brand distributed through the Juse Adult franchise retail network to adult consumers in China.
• ADORE Brand Products Adult products brand available through the Juse Adult franchise retail network to adult consumers in China.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• PJURcoreChannel Partner/ Reseller/ DistributorInternational premium adult products brand available through Juse Adult's 850+ store network and private domain sales channels.
• CENcoreChannel Partner/ Reseller/ DistributorInternationally recognized adult products brand distributed through Juse Adult's franchise network.
• SWANcoreChannel Partner/ Reseller/ DistributorPremium adult products brand available through Juse Adult's nationwide store network.
• FUNcoreChannel Partner/ Reseller/ DistributorAdult lifestyle products brand distributed through Juse Adult franchise channels.
• POLYLIONminorChannel Partner/ Reseller/ DistributorAdult products brand available in Juse Adult store network.
• JOYSCENTminorChannel Partner/ Reseller/ DistributorScented adult products brand available through Juse Adult distribution.
• LISTminorChannel Partner/ Reseller/ DistributorAdult products brand distributed through Juse Adult franchise network.
• ADOREminorChannel Partner/ Reseller/ DistributorAdult products brand available through Juse Adult's retail channels.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• 春水堂 (Chunshui Tang): One of China's longest-established adult products retailers, operating both online and brick-and-mortar channels selling sexual wellness products directly to consumers. Highly comparable to Juse in product category and target customer, though more digitally native.
• 他趣 (Ta Qu): Chinese adult products e-commerce platform offering sexual wellness products with a content/community layer. Directly comparable in product category and end consumer; differs from Juse by being primarily digital rather than franchise retail.
• 久爱 (9Love): Chinese adult products retail chain with both online and offline stores, focusing on intimate and sexual wellness products. Closely comparable multi-channel franchise/retail model versus Juse's 850+ store network.
• 网易春风 (NetEase Chunfeng): Sexual wellness brand launched by NetEase, selling adult toys and intimate products online with strong content marketing. Competes with Juse for the same Chinese consumer in the sexual wellness category, with a digital-first brand-led model.
• 杰士邦 (Jissbon): Leading Chinese condom and sexual wellness brand owned by Humanwell Healthcare. Comparable in sexual wellness product category and Chinese consumer base; differs as a brand manufacturer rather than multi-brand retailer.

Emerging players

• Satisfyer: German sexual wellness brand specializing in pleasure devices with strong global e-commerce presence. Comparable in product category; competes more in international digital channels than in Chinese franchise retail.
• LELO: Swedish premium sexual wellness brand selling luxury intimate products globally. Comparable to Juse in product category (one of Juse's distributed international brands context) but positioned as a premium brand rather than mass-market franchise retail.

Regional players

• Lovehoney: UK-based global online adult products retailer, the largest pure-play sexual wellness e-commerce operator. Comparable in product category and DTC focus; serves primarily Western markets, not directly competing in China with Juse.

Broad incumbents

• 杜蕾斯 (Durex): Global sexual wellness market leader owned by Reckitt, selling condoms, lubricants, and related products across China. Competes with Juse in overlapping SKUs but operates as a global brand rather than franchise retail.
• 冈本 (Okamoto): Japanese premium condom and sexual wellness brand with established distribution in China. Comparable in product category and Chinese consumer base; differs as a single brand manufacturer rather than multi-brand retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about X.com.cn