Wingman Condom Set to Conquer the Chinese Market
A Dutch condom that can be put on faster than an average Max Verstappen pit stop is set to conquer China. Wingman Condoms have a unique selling point: a small, red plastic clip with two wings that ensures you can get it on not just quickly, but perfectly every single time.
The Chinese are falling in love with the product. Karex Industries in Malaysia, the world's largest condom manufacturer, found the product so innovative that they set up a special production line for it. The Wingman designed for the Chinese market stands out not just because of the Chinese text on the packaging, but also because of its smaller size compared to its European counterpart—since the average Chinese man is smaller in stature than the average European.
Dutch condoms taking on the world’s largest market—Michiel Huisman of Wingman is optimistic. He presented the condoms at two trade shows in China with great success. “At a trade show for erotic products in Shanghai last spring, between 250 and 300 retailers showed interest in Wingman,” Michiel shares. In the fall, they attended a trade show in Hong Kong with similar success.
A Lucky Break
What’s remarkable is that the condom is being launched through a major Chinese online retailer. “We got the opportunity to enter the Chinese market. We specifically wanted to work with a distribution partner rather than an agency,” Huisman explains. “Being an entrepreneur requires a bit of luck and knowing the right people.”
Breaking into the Chinese market is no small feat. Condom usage in China is enormous, with an estimated 6 billion condoms being used annually by 2024. According to Huisman, it’s crucial to have a unique selling point to stand out. The Wingman’s unique application clip does exactly that. “There are 400 million men in China using condoms, and condom use is becoming more widely accepted,” Huisman says. “We hope to reach the number four spot in the Chinese market. We’re a relatively small player. Karex Industries produces seven billion condoms annually. We currently produce a few hundred thousand, but we hope to increase that to several million annually.”
David vs. Goliath
It’s a classic David vs. Goliath story—only this David is convinced of his product’s success. The condom was originally developed by a group of Delft students frustrated with traditional condoms. They would often tear or be put on inside-out. The unique clip prevents these issues. Wingman developed the product further and brought it to market in 2012. The goal? To sell tens of millions of condoms annually in China.
“It’s a great product,” Huisman assures. “We’re experienced users and happy customers of Wingman ourselves.”