Domestic startups challenging foreign condom brands

In June, Beijing Lulu opened a flagship store next to the Chaoyangmen subway station on the capital's East Second Ring Road. Its two pink-themed advertising billboards, depicting young women clad in elegant, erotic underwear or pajamas, immediately caught the eyes of people browsing the forest of shopping malls and luxury hotels.

After three months with the company, Huang Renzu has become the store's star sales assistant, having previously made his name at a large shopping mall in the capital.

"Sex-related products have become widely accepted by members of the younger generation, who are not afraid to try new things and enjoy the pleasure of intimate relationships. I believe the market has a promising future," the 27-year-old said.

To attract more young people and show respect to gender diversity - a concept that is increasingly recognized by young Chinese - many domestic condom makers, including Beijing Lulu, Zhongchuan and Elephant, are making condoms especially for the LGBTQ market.

In tandem with Marie Stopes International China - a nongovernmental organization that specializes in sexual and reproductive health work - Beijing Lulu launched a competition to design condom packaging this year, collecting ideas from across the country.

"Young people want to be identified as individuals, to be different from others. We encourage them to enjoy fun and pleasure through tailor-made packaging," Feng said.

The market potential has also prompted condom manufacturers from overseas, such as Durex, to focus on China's younger generation. In addition to the Air series, promoted as the thinnest-ever condoms, Durex is offering a more diverse range of products featuring customized packaging.

"Members of the younger generation have a different understanding of, and demand for, sex and sexual relationships. They seek pleasure and physical and spiritual liberation, with a more flexible and looser relationship between sex and love. Their core sexual values are independence, equality, flexibility, diversified and daily," said Wong of RB and Manon Business.