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<h2 id="market-share">Market share</h2> <h3>China</h3> <p>Although condoms are not a widely used form of contraception in China, with only around 10% of sexually active people using them, among Chinese condom users Durex has a dominant market share of 45% as of 2015.<a class="footnote-ref" id="fnref:14" href="#fn:14"><sup>14</sup></a> Due to a relatively <a href="/facts/Sexuality_in_China/E7Le9g0Q">conservative culture surrounding sex</a>, Durex's marketing in China is often indirect and subtle, often involving lighthearted humour.<a class="footnote-ref" id="fnref:15" href="#fn:15"><sup>15</sup></a> Marketing is done almost exclusively on social media.<a class="footnote-ref" id="fnref:16" href="#fn:16"><sup>16</sup></a> Durex has operated an account on the <a href="/facts/Microblogging/f0QJUHt9">microblogging</a> site <a href="/facts/Sina_Weibo/pQmc3TJ1">Weibo</a> in 2011,<a class="footnote-ref" id="fnref:17" href="#fn:17"><sup>17</sup></a> which had 2.65 million followers and more than 20,000 posts as of 2018.<a class="footnote-ref" id="fnref:18" href="#fn:18"><sup>18</sup></a> Durex targets Chinese users on Sina Weibo aged from 20 to 40, and primarily men under 35 years old.<a class="footnote-ref" id="fnref:19" href="#fn:19"><sup>19</sup></a> In 2011, Durex began cross-industry advertising tie-ins with the <a href="/facts/Antivirus_software/GGMqsfkJ">antivirus software</a> company <a href="/facts/Trend_Micro/ngD55nSj">Trend Micro</a>,<a class="footnote-ref" id="fnref:20" href="#fn:20"><sup>20</sup></a> using the common themes of "antivirus" and "security".<a class="footnote-ref" id="fnref:21" href="#fn:21"><sup>21</sup></a> </p> <h2 id="external-links">External links</h2> <ul><li><a href="https://www.durex.com">Official website</a> </li> <li> Media related to Durex at Wikimedia Commons</li> <li><a href="https://londonrubbercompany.com/">Website about the book <i>Protective Practices</i></a> including background information on LRC</li></ul> <h2 id="references">References</h2> <ol> <li id="fn:1"><p>Elmhirst, Sophie (27 June 2023). "'People are like, Wow!': the man trying to make condoms sexy". The Guardian. Retrieved 11 February 2024. <a href="/wiki/Sophie_Elmhirst" target="_blank">/wiki/Sophie_Elmhirst</a> <a href="#fnref:1" class="footnote-back-ref">↩</a></p></li> <li id="fn:2"><p>Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. <a href="978-0-2280-0333-5" target="_blank">978-0-2280-0333-5</a> <a href="#fnref:2" class="footnote-back-ref">↩</a></p></li> <li id="fn:3"><p>"Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. <a href="https://londonrubbercompany.com/" target="_blank">https://londonrubbercompany.com/</a> <a href="#fnref:3" class="footnote-back-ref">↩</a></p></li> <li id="fn:4"><p>Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. <a href="978-0-2280-0333-5" target="_blank">978-0-2280-0333-5</a> <a href="#fnref:4" class="footnote-back-ref">↩</a></p></li> <li id="fn:5"><p>"Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. <a href="https://londonrubbercompany.com/" target="_blank">https://londonrubbercompany.com/</a> <a href="#fnref:5" class="footnote-back-ref">↩</a></p></li> <li id="fn:6"><p>Borge, Jessica (11 February 2021). "Durex condoms: how their teenage immigrant inventor was forgotten by history". Archived from the original on 11 February 2021. Retrieved 18 February 2021. <a href="https://theconversation.com/durex-condoms-how-their-teenage-immigrant-inventor-was-forgotten-by-history-152497" target="_blank">https://theconversation.com/durex-condoms-how-their-teenage-immigrant-inventor-was-forgotten-by-history-152497</a> <a href="#fnref:6" class="footnote-back-ref">↩</a></p></li> <li id="fn:7"><p>Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. <a href="978-0-2280-0333-5" target="_blank">978-0-2280-0333-5</a> <a href="#fnref:7" class="footnote-back-ref">↩</a></p></li> <li id="fn:8"><p>"Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. <a href="https://londonrubbercompany.com/" target="_blank">https://londonrubbercompany.com/</a> <a href="#fnref:8" class="footnote-back-ref">↩</a></p></li> <li id="fn:9"><p>"New Chapter in the 81-year History of Durex". BBC News. 21 July 2010. Archived from the original on 20 July 2020. Retrieved 17 April 2018. <a href="https://www.bbc.com/news/uk-10712088" target="_blank">https://www.bbc.com/news/uk-10712088</a> <a href="#fnref:9" class="footnote-back-ref">↩</a></p></li> <li id="fn:10"><p>"What's the best-selling condom in America?". By Brendan I. Koerner – Slate Magazine. 29 September 2006. Archived from the original on 9 January 2012. Retrieved 29 September 2008. <a href="http://www.slate.com/id/2150552/" target="_blank">http://www.slate.com/id/2150552/</a> <a href="#fnref:10" class="footnote-back-ref">↩</a></p></li> <li id="fn:11"><p>"New Chapter in the 81-year History of Durex". BBC News. 21 July 2010. Archived from the original on 20 July 2020. Retrieved 17 April 2018. <a href="https://www.bbc.com/news/uk-10712088" target="_blank">https://www.bbc.com/news/uk-10712088</a> <a href="#fnref:11" class="footnote-back-ref">↩</a></p></li> <li id="fn:12"><p>"First plastic condom for men becomes available next year". 14 October 1993. Archived from the original on 18 April 2018. Retrieved 29 September 2008. <a href="https://web.archive.org/web/20180418032422/https://www.popline.org/node/329661" target="_blank">https://web.archive.org/web/20180418032422/https://www.popline.org/node/329661</a> <a href="#fnref:12" class="footnote-back-ref">↩</a></p></li> <li id="fn:13"><p>Boyle, Matthew. "Top Secret: Durex's Olympic Condoms" Bloomberg Businessweek Retrieved on 20 April 2012 <a href="https://web.archive.org/web/20120302110142/http://www.businessweek.com/articles/2012-03-01/top-secret-durexs-olympic-condoms" target="_blank">https://web.archive.org/web/20120302110142/http://www.businessweek.com/articles/2012-03-01/top-secret-durexs-olympic-condoms</a> <a href="#fnref:13" class="footnote-back-ref">↩</a></p></li> <li id="fn:14"><p>"Rising penetration rate". The Economist. 30 July 2015. ISSN 0013-0613. Archived from the original on 18 May 2021. Retrieved 18 May 2021. <a href="https://www.economist.com/china/2015/07/30/rising-penetration-rate" target="_blank">https://www.economist.com/china/2015/07/30/rising-penetration-rate</a> <a href="#fnref:14" class="footnote-back-ref">↩</a></p></li> <li id="fn:15"><p>Zhou, Zaiyu. "Durex Digital Marketing Decoding". Sina. Archived from the original on 13 March 2018. Retrieved 12 March 2018. <a href="http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml" target="_blank">http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml</a> <a href="#fnref:15" class="footnote-back-ref">↩</a></p></li> <li id="fn:16"><p>Zhou, Zaiyu. "Durex Digital Marketing Decoding". Sina. Archived from the original on 13 March 2018. Retrieved 12 March 2018. <a href="http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml" target="_blank">http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml</a> <a href="#fnref:16" class="footnote-back-ref">↩</a></p></li> <li id="fn:17"><p>Fu, Ru; Li, Xihong. "Durex's New Media Marketing Strategy Analysis". digital marketing. Archived from the original on 11 August 2021. Retrieved 12 March 2018. <a href="https://web.archive.org/web/20210811160858/http://www.xueerxing.com/xinmeiti/862.html" target="_blank">https://web.archive.org/web/20210811160858/http://www.xueerxing.com/xinmeiti/862.html</a> <a href="#fnref:17" class="footnote-back-ref">↩</a></p></li> <li id="fn:18"><p>"Sina Weibo of Durex". Sina Weibo of Durex. Retrieved 12 March 2018. <a href="https://www.weibo.com/durexinchina?refer_flag=1001030101_&is_hot=1" target="_blank">https://www.weibo.com/durexinchina?refer_flag=1001030101_&is_hot=1</a> <a href="#fnref:18" class="footnote-back-ref">↩</a></p></li> <li id="fn:19"><p>"Durex Consumer Insights". InfoScout. Archived from the original on 13 March 2018. Retrieved 12 March 2018. <a href="https://web.archive.org/web/20180313153317/https://infoscout.co/brand/durex" target="_blank">https://web.archive.org/web/20180313153317/https://infoscout.co/brand/durex</a> <a href="#fnref:19" class="footnote-back-ref">↩</a></p></li> <li id="fn:20"><p>"cooperate with Durex". Trend Micro. Archived from the original on 13 March 2018. Retrieved 13 March 2018. <a href="http://www.trendmicro.com.cn/cn/about-us/newsroom/releases/articles/20130724011608.html" target="_blank">http://www.trendmicro.com.cn/cn/about-us/newsroom/releases/articles/20130724011608.html</a> <a href="#fnref:20" class="footnote-back-ref">↩</a></p></li> <li id="fn:21"><p>"Durex: Digital Marketing is everywhere". S-times. Archived from the original on 13 March 2018. Retrieved 13 March 2018. <a href="https://web.archive.org/web/20180313153535/http://shunshikj.com/ppwh/3796.html" target="_blank">https://web.archive.org/web/20180313153535/http://shunshikj.com/ppwh/3796.html</a> <a href="#fnref:21" class="footnote-back-ref">↩</a></p></li> </ol>