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

The hype around livestreaming could help the British consumer goods group in its quest to drive growth in the world’s second-biggest economy. — Reuters

SHANGHAI: 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 US$5bil-plus condom market.

The hype around livestreaming, which has become a major driving force of an eCommerce 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.