Wingman Condom Set to Conquer the Chinese Market
A Dutch condom, which can be put on faster than an average Lando Norris pit stop, is set to make waves in China. Wingman Condoms boast a unique selling point: a small, red plastic clip with two wings that allows for quick and flawless application every single time.
The product has already won over Chinese consumers. Karex Industries in Malaysia, the world's largest condom manufacturer, was so impressed by the innovation that they established a dedicated production line for it. The Wingman model tailored for the Chinese market not only features Chinese packaging but is also smaller than its European counterpart, reflecting the average size differences between Chinese and European men.
Dutch condoms are now poised to take on the world’s largest market, and Michiel Huisman, founder of Wingman, is optimistic. He successfully showcased the condoms at two major trade shows in China. “At an erotic products fair in Shanghai last spring, between 250 and 300 retailers expressed interest in Wingman,” Huisman recalls. A fall trade show in Hong Kong brought similarly positive results.
A Lucky Break
What makes this even more remarkable is the product’s launch through a major Chinese e-commerce platform. “We had the opportunity to break into the Chinese market. From the start, we wanted to collaborate with a distribution partner instead of an agency,” explains Huisman. “Entrepreneurship requires a bit of luck and having the right connections.”
Entering the Chinese market is no small feat, particularly given the country's enormous demand for condoms, with an estimated 6 billion used annually by 2024. According to Huisman, having a standout feature is essential for success in such a competitive landscape, and the Wingman’s application clip provides that unique edge. “There are 400 million men in China who use condoms, and condom usage is becoming more accepted,” says Huisman. “Our goal is to reach the fourth spot in the Chinese market. We’re a relatively small player compared to Karex, which produces seven billion condoms annually. We currently manufacture a few hundred thousand, but our aim is to scale up to several million a year.”
David vs. Goliath
This is very much a David vs. Goliath story, but one where David believes firmly in his product. Wingman Condoms were originally developed by a group of Delft students who were frustrated with the performance of traditional condoms, which often tore or were put on incorrectly. The unique clip solves these problems. Wingman refined the concept and brought it to market in 2012, with the goal of selling tens of millions of condoms annually in China.
“It’s a fantastic product,” says Huisman confidently. “We’re experienced users ourselves and couldn’t be happier with Wingman.”