Durex Owner Reckitt Benckiser Taps Into China's Livestreaming Trend To Sell Condoms Online
Portfolio Pulse from Benzinga Neuro
Reckitt Benckiser Group, owner of the Durex brand, is tapping into China's livestreaming trend to sell condoms, aiming to expand its share in the $5 billion-plus Chinese condom market. Despite the challenges posed by strict regulatory oversight on sex-related content, Reckitt sees significant potential in livestreaming, having already found success with household products. The move comes as China's aging population and demographic shifts highlight the growing importance of healthcare and wellness industries, with Reckitt holding a 40% market share in China's condom market as of 2020.
February 29, 2024 | 7:54 am
News sentiment analysis
Sort by:
Ascending
POSITIVE IMPACT
Reckitt Benckiser's initiative to sell condoms via livestreaming in China could bolster its position in the $5 billion-plus condom market, despite regulatory challenges.
Given Reckitt's existing 40% market share and the growing e-commerce trend in China, this strategic move into livestreaming, despite regulatory challenges, is likely to enhance its market position and sales in the short term. The company's prior success with livestreaming household products in China further supports this potential positive impact.
CONFIDENCE 75
IMPORTANCE 80
RELEVANCE 90
POSITIVE IMPACT
Reckitt Benckiser's exploration of livestreaming for condom sales in China represents a strategic effort to capitalize on the booming e-commerce trend, facing regulatory scrutiny.
The initiative aligns with Reckitt's broader strategy to increase its market share in China's lucrative condom market. The company's previous success in livestreaming other products suggests a potentially positive outcome for its condom sales, despite the challenges of navigating China's strict regulations on sex-related content.
CONFIDENCE 75
IMPORTANCE 80
RELEVANCE 90