eventTons of positive feedback for Scala'sin-house show

page 46

interviewRobert Strzelecki talks aboutEROtrends 2014

page 88

interviewRay Hayes (Lovehoney) on the pop phenomenon that is Fifty Shades of Grey page 128

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ThaiFest 2014 – Renowned exhibitors and numerous

members of the Russian erotic retail trade meet in

Thailand for constructive business talks and an open

exchange of opinions and suggestions between in-

dustry and trade.

A few weeks ago, the erotic industry raised its collective eye-

brow when Pipedream acquired the US brand Jimmyjane.

Such moves pique the interest of the market, and in our inter-

view with Nick Orlandino, he indicates that this may not have

been the last acquisition for Pipedream.

Page 96

Page 52

Page 138

Already at the age of 15, Zoltan Body took his first steps to make

money. How he went from selling coffee and contraceptives to

working in the wholesale segment of the erotic market

is an interesting story.

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52

Russian wholesalers, retailers, and leading producers from all over the world met on February

14, 2014, for one week of ThaiFest. The event took place at the Lak Seaview Resor t & Spa in

Thailand. “Beyond any doubt, we can say that ThaiFest is now a fixture of our industry, an

almost traditional event for the erotic market. Like last year, ThaiFest took place in beautiful,

hospitable Thailand, which made for a per fect combination of business and relaxation for all

the par ticipants,“ explains Leonid Fishman, organiser of ThaiFest and owner of Astkol-Alfa.

Even bigger, even better - ThaiFest 2014 was

a success across all metrics

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ThaiFest 2014: It's all The Russian erotic market meets in Thailand

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53

The event was sponsored by com-

panies from many different coun-

tries: Topco Sales, Doc Johnson, Shirley

of Hollywood, MD Science Lab, Jim-

myjane, Svakom, DanaLife, Softland,

FHU Matar (Passion), Shunga, Lelo, Ko-

rea Toy, Diogol, Inverma, HOT, Baile,

Protek, Rosparfum, Klubnichka, JSMe-

dical, Le Frivole Costume, and Nature

Touch. After the event, all the partici-

pants expressed their satisfaction, and

they weren't sparing with praise, espe-

cially for the organisation of ThaiFest

2014 which was even better than in

the past. All the official elements of

the event programme were pro-

ductive and effective, and the enter-

tainment programme was also a

E V E N T

exclusive

about the atmosphere!

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great success as all the participants enjoyed the big lun-

ches and dinners for everyone. The focus of these joint

meals was to foster the communication between exhibitors

and trade members, and that definitely yielded the desired

effects. The participants unanimously stated that the con-

versations over food and drink had been very informative

and fruitful. Also, many new products were presented to

the Russian trade, and strong brands explained their sales

techniques. Svakom, for instance, was at first met with

slight scepticism by the Russian market players, however,

that reserve quickly evaporated after the company's big

presentation, and interest in the brand increased throug-

hout ThaiFest. Manon Vallée (Shunga) and Alina Oniga

(Jimmyjane) also impressed the participants with a great

presentation that even included a sales training course –

which was so popular that the audience even recorded it

on their smartphones to show it to their employees later

on. Shirley of Hollywood representative Eric Schlobohm

was very happy with the feedback his company received

as well, and the trade members also offered helpful advice

that will certainly help Shirley of Hollywood to become

more successful in the Russian market. At first, many visitors

didn't know what to make of the MaleEdge and Jes-Ex-

tender brands, but when Klaus Pedersen explained the

advantages of these penis enlargement products, the

people began to see the potential of these brands. Randy

Withers of Swiss Navy had brought the new Je T'aime line

to Thailand, consisting of luxurious lubricants, and Softland

presented new designs of their Softline Collection and an

appealing support package that is going to help the re-

tailers present the brand in their stores. Passion had also

come all the way from Poland, and they presented the

54

new packaging design, new materials, new cuts, and new

seizes. Long-established companies such as Topco Sales

and Lelo attended ThaiFest as well to introduce their latest

products and get first-hand feedback from the trade

members who offer their range in Russia. HOT, represented

by company CEO Christian Huber, also focussed on new

items during their presentation, and based on the audi-

ence response, interest in these products will rise quickly.

China-based Baile served as the prime example for the

impact ThaiFest can have, after all, the sales figures of

their Pretty Love line had almost doubled since the last

event one year ago. So it is no wonder that the list of com-

panies who sought direct contact with the Russian trade

in Thailand was incredibly long.

As mentioned before, the focus of ThaiFest is on commu-

nication among the participants, be it during the official

programme or outside the event schedule. This non-stop

communication resulted in a massive exchange of expe-

riences between Russian trade and industry members and

the producers who visited the event and who were also

ready to answer any question the retailers and wholesalers

might have for them. Summing up the event, Leonid

Fishman says: “No other show in the history of our industry

can offer a similar experience. The industry members can

present their companies and products to the trade, offer

sales training courses, and get invaluable feedback in

face-to-face conversations with the people who are selling

their products to the consumers in the store. For the entire

duration of ThaiFest, you can talk to anyone and have in-

depth discussions against the incredibly beautiful backdrop

of Thailand. For the trade members, on the other hand,

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In-depth conversations between retailers

and producers are what make ThaiFest so special

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ThaiFest is an opportunity to learn about the latest products

and to partake at training courses hosted by the true ex-

perts of our market. There is no question that could not be

answered, no problem that would not be solved.”

Natalia Skovorodova, member of the organisation com-

mittee and CFO of Astkol-Alfa, added: “From a financial

point of view, ThaiFest is a very expensive event, of course,

and our job is to keep the costs as low as possible. Howe-

ver, there are things where you shouldn't be counting every

penny. Things such as health and education. While plan-

ning ThaiFest 2014, I realised how important this event is

for the development of our industry. It is a unique platform,

a new and exciting amalgamation of communication,

training, education, personal exchange, and an extraor-

dinary atmosphere. Often, we are asked: What is the secret

behind this friendly and happy atmosphere? Well, maybe

the secret is that we don't look at ThaiFest as a commercial

project! We are simply inviting friends to meet other friends.

ThaiFest begins long before the participants arrive in Thai-

land. It begins when these people from the Russian and

the international erotic industry meet at the airport. Throug-

hout the event, they live together, they get to know each

other, they learn to understand each other. There is always

an air of sadness when the event is over and they go their

separate ways again, but not to worry: By that time, we've

already started working on the next ThaiFest.“

After the arrival in Khao Lak, all the participants of ThaiFest

2014 were invited to the Shunga Welcome Dinner, which

was basically the first opportunity to get to know each

other. Lyubov Sorokina, member of the organisation com-

mittee and CEO of FishEro, and Vitaly Moroz, chairman of

the organisation committee and sales director at Astko-

Alfa, broke the ice by telling little stories about every parti-

56

cipant. The producers were introduced individually, with a

flag of their country and the corporate logo. Manon Vallée,

sponsor of the Welcome Dinner, had created special aro-

matic candles for this occasion which sweetened the re-

laxed atmosphere even more. Over the course of the

next two days, the focus was on personal conversations

between retailers, wholesalers and producers who pre-

sented their companies at their own “booths.” The trade

members and manufacturers exchanged lots of personal

experiences and shared advice and ideas. On the fourth

day, sponsors DanaLife, FHU Matar, and Protek, invited the

participants to a boat cruise, allowing them to marvel at

the awe-inspiring island landscape of Thailand. On the

sixth day, there was a conference titled “The Ugly Truth”,

hosted by Leonid Fishman. Despite the name, it was a

very relaxed event in and by the swimming pool, during

which the trade and industry members talked about the

important topics of the Russian erotic market for five hours.

On the final day, everybody gathered for the Farewell Din-

ner, sponsored by Jimmyjane, then the participants set

out to the airport to return to their home countries.

Statements by sponsors and participants:

David Yu (Svakom):

“Svakom was very pleased with the results. We really

thought the time that everyone got to spend together

outside of the business hours, with all the games and

events, was a very unique experience that helped us

establish relations while having fun. We can't wait to be

back next year!!”

Eric Schlobohm (Shirley of Hollywood:)

“Thaifest II was another great event presented by the team

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Klaus Pedersen (DanaLife) explains the great

potential of his MaleEdge and Jes-Extender brands

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of Astkol Alfa. We had the opportunity to get direct feedback

from over 100 of the top adult retailers in Russia, show our

latest collections, and give some background information

on the 65-year family history of Shirley of Hollywood.”

Krzysztof Woliński SoftLine Collection):

“The second edition of ThaiFest underpinned its unique

character. This event offers a valuable opportunity to meet

face to face with dozens of customers in the Russian mar-

ket, all in one place, with a shared focus on business and

a willingness to share experiences and important informa-

tion about the market.”

Hannah Lin (Topco Sales)

“It was not just about business. It was bringing everybody

into this big happy FAMILY, which is exactly this industry’s

spirit. The atmosphere is excellent, and way better than I

expected; however I’m looking forward to the BIG order to

say “YES, our expectations are 100% fulfilled”. In general, it

was an amazing and successful event. I can see this gro-

wing bigger and more successful in the near future.”

Klaus Pedersen (DanaLife)

“We participated at the Thai fair with our MaleEdge and

Jes-Extender brands, and overall we had a successful ve-

nue with Astkol. As with other wholesaler in-house fairs, both

for the Russian market and other markets, it´s very impor-

tant to meet resellers/retailers directly. The mix of business

days and more social days/outings served as a good way

to get to know people themselves as much as their busi-

ness. The manufacturer-to-retailer dialogue is specifically

valuable in order to get our “most-important” brand and

single-product pointers across to the sellers. And of course,

the market-feedback we get is very valuable. Almost all

of it was positive, and we believe that our continued push

in Russia will be a success.”

58

Randy Withers (MD Science Lab)

“A great event allowing the clientele of Astkol to meet the

manufactures in an relaxed environment. With this setting,

we were able to not only reinforce our brand identity, but

also to really discuss how to make money with our products.

How to position them against competition. The most im-

portant consumer points. Really how to SELL our products.

I think the shop owners really enjoyed this process and will

use the information they gained. As a result, they will sell

more of our products.”

Artyom Baghdasaryan (Sexyshopping.ru)

“There were significantly more suppliers of goods than at

ThaiFest 2013. The official business part of the festival was

organised in the best form of communication. Small "round

tables" contributed to the informal and open communi-

cation. All the questions were asked directly during the

conversation and were answered immediately and just

as directly. Despite the heavy workload, the suppliers were

all pleased because they saw a real interest in their pro-

ducts from current and potential future customers. We le-

arned many new things, not only about new products,

but also about the properties and methods for the sale of

existing products. Everything was unobtrusive and very pro-

ductive.”

Dmitry Korobitsyn (Supplier of Happiness)

“ThaiFest is a unique opportunity to communicate directly

with the manufacturers. We must understand that it is so-

mewhat different from what happens, for example, at the

exhibitions in Moscow or St. Petersburg, although it is basi-

cally the same people who attend them. The format of

ThaiFest implies the participation in half-hour mini-master

classes with groups of 5-8 people, i.e. a very personal

touch. Besides, for a few days, you encounter these people

face to face every day and on an every day basis, you

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Great atmosphere

at the boat cruise

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can refine / clarify some points,which often do not come

to your mind at the other shows where you only have limi-

ted face time. This is an opportunity to immerse into com-

munication with other market participants for a few days,

and thanks to the fact that people come to Thailand from

different regions, the communication is not based on

competition - on the contrary, everybody shares experi-

ences and best practices freely.”

Alexei Gaiduk (Intim Shop)

“ThaiFest-2014 was certainly a success, and it was even

more interesting than the previous one. Everything went

just fine! All participants received training in addition to

powerful and positive energy, which is very important in

our business! This can certainly be attributed to the organi-

sers. I would like to point out the work of Vitaly Moroz - he is

the master of his craft! Not for a moment would he back

and just relax. The conference that was presented by Leonid

Fishman was very helpful as an "informal" dialogue, plus, it

offered feedback to improve our mutual understanding.

It’s high time to implement the idea of establishing the As-

sociation. Cooperation will be mutually beneficial!”

Vyacheslav and Valeriya Alexeevs (You and I)

“ThaiFest! What surge that word can start! Indeed, a great

event! Constructive, professional communication, new

knowledge, new friends, new perspectives, well, and of

course, rich events and relaxation!

The organisation is beyond praise - every day of the festival

was planned down to the smallest detail. We appreciate

that the morning time was free and we could spend a

few hours at sea, and in the afternoon, in the heat, we

gathered in a cool conference room and talked with re-

60

presentatives of the world's top producers in the sex industry.

Daytime debate smoothly flew into similarly interesting

night meetings between representatives of the sex industry

in the pool, where lively debate about vital professional

topics unfolded. over a drink. I want to thank “Astkol-Alfa"

in general, as well as Leonid Fishman, Vitaly Moroz and all

the representatives of “Astkol-Alfa" who organised a

wonderful event for us! Thank you very much!”

Tatiana Voracheva (Mirorgazma.ru)

“I was lucky to attend this wonderful event ThaiFest 2014.

Each day of the festival was filled with positive atmosphere

and communication with interesting people. The venue

chosen was awesome, the hotel was beautiful, and the

weather was great. Each event was thoroughly planned

and organised, the organisers worked perfectly, and I’m

grateful to them for that! The first days of presentations

were so informative and interesting that the time just flew

by. Representatives of the companies held presentations

for their products that were really exciting and relaxed. I

have learned a lot, and apart from that, I received a lot of

gifts and surprises.”

Sergey Ivanov (EROS):

“I would like to point out some facts that are strictly my

personal experience and may not coincide with the

opinion of the other 130 participants of ThaiFest-2014.

Two days of seminars and sales training from manufactu-

rers take first place on my list, and I think it’s a super solution.

It’s for the first time I have seen such a format (hall, scheme,

booths, stories, personal communication, etc.). Everyone

was incredibly interesting to talk to. You could find some

subtleties about the products, ask about the establishment

of the company, the appearance of the brand, develop-

ment plans. Unfortunately, two days are not quite enough

for me personally, although I attended both days from

start to finish. There were at least 7 booths I had no time to

visit. I want to say thank you to all attendees for their parti-

cipation! I hope that my suggestions and those of my col-

leagues will help make the products more comfortable,

presentable, and also improve their quality! With the same

quantity of booths, and with an average time of 45-60

minutes spent at each booth, I would suggest increasing

the number of training days to three. And don't forget to

factor in some breaks as well.”

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Debate in the swimming pool

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