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In delicate China play, Reckitt turns to livestreaming to sell condoms, ET Retail

The hype around livestreaming, which has become a major driving force of an e-commerce boom that has been sweeping China since the beginning of the COVID-19 pandemic, could help the British consumer goods group in its quest to drive growth in the world s second-biggest economy.

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The delicate line of Reckitt selling condoms in China via live-streaming

The delicate line of Reckitt selling condoms in China via live-streaming
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In delicate China play, Reckitt turns to livestreaming to sell condoms

Durex-owner Reckitt is hoping that Chinese consumers' penchant for livestream shopping will also extend to purchases of condoms, but the company will have to toe a "delicate line" as it looks to grow its slice of the $5-billion-plus condom market. The hype around livestreaming, which has become a major driving force of an e-commerce boom that has been sweeping China since the beginning of the COVID-19 pandemic, could help the British consumer goods group in its quest to drive growth in the world's second-biggest economy. Reckitt has already tasted success liveselling household products in China, but condoms might prove a harder sell as Chinese regulators closely monitor sex-related content online - without always clearly spelling out what exactly crosses the line.

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China livestreaming: Reckitt turns to technology for selling condoms

Shift in consumer habits online makes livestreaming hard to ignore in over $5bn condom market

United kingdomKendra schaeferDaxue suheng wuArjun purkayasthaYaling jiangChina business research instituteDurex owner reckittGreater chinaChinese new year durex