Reckitt Benckiser’s China Speed Bet Puts Durex, Lysol Maker Back in Market Focus
Kris Licht, CEO of Reckitt Benckiser Group plc, is framing China’s rapid shift to video-driven ecommerce as a key trial for the company’s broader strategy overhaul. Calling it “the most profound channel shift” he’s witnessed, Licht said Reckitt “pivoted hard” as shoppers left physical stores for their phones. The numbers are stark: ecommerce and social commerce — mostly through video and social apps — now account for roughly 80% of Reckitt’s sales in China, a steep climb from 30% six years back. China revenue is approaching £1 billion, with 11 consecutive quarters of double-digit gains, Licht told Semafor in an interview. Timing’s key here. Reckitt is out to convince investors that digital sales, quicker product cycles, and artificial intelligence aren’t