Online sales of condoms and sportswear have spiked in China’s capital — instead of masks and air purifiers — as the city is hounded by the first ever red alert for rising pollution levels.

Official Chinese media reported an unexpected surge in condom and sportswear sales in the city of more than 22 million inhabitants during days of heavy smog.

Taobao.com, the largest online shopping platform in the country, released last week’s search ratings that reflected a correlation between condom searches and Chinese cities experiencing heavy smog, which had been engulfing Beijing for a number of days in the last few weeks.

State-run publication China Daily also reported that the increase in condom orders in Beijing and some northern cities badly affected by smog were higher than the sales in cities having cleaner air.

Also sharply rising during days of heavy smog in China was an interest in buying sportswear. Cities subjected to serious haze registered higher searches for sportswear, showing a stronger inclination to get fit and exercise outside once the air improves.

The first ever red alert in the city was issued on Monday, warning that bad air conditions won’t let up until December 10.

Sales of anti-pollution items, on the other hand, remained sturdy amid pollution problems. Taobao’s search index for masks for seven days reached 116 percent in the last week, showing that Beijing residents are equally aware of the smog hazards.

"I think I have to wear a mask on such severely polluted days, that it should be better than wearing nothing. But I doubt if it actually works," said 26-year-old Du Ni, who ordered 50 masks online last month.

Taobao’s report, too, revealed the impact of Northern China’s heavy smog on the public's buying habits: a mark of anxiety consumption.

The capital has instituted emergency control measures for the pollution, taking steps that include slashing road traffic by half and closing down industrial operations. Its vehicle restrictions based on an odd and even number scheme lasted until Thursday noon. Even schools have acted, raising funds from parents for air purifiers in their facilities.

"We don't have air filter at home. In all aspects, learning at school on smoggy days [is] better than doing it at home," shared a Beijing resident.

Downtown Beijing and certain suburban areas have strictly barred coal-burning, but coal remains useful for home heating in all rural settings covered by smog-afflicted northern areas. Yet experts still point to violation of the rule as the culprit.

“The main cause is the widespread use of low-quality coal in rural regions and in areas with a lack of environmental supervision,” said Peking University's environmental professor Xie Shaodong of the air pollution problem.

Photo : L W Yang | Flickr