e-cigs quit smoking?
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At present, under the premise of tightening regulatory policies in various countries, some e-cigarette brands have seen the “endgame” in the wild growth, so some brands and distributors have begun to set off a low-key and manic harvesting wave.
As for the target of harvesting, perhaps it is no longer limited to smokers who want to quit smoking.
1、E-cigarettes can only "Trick" smokers?
E-cigarettes have been introduced under the banner of “smoking cessation device”, after the rapid development in recent years, especially the share of smokers who use e-cigarettes is how?
According to the data released by the relevant consulting: the proportion of e-cigarette users to smokers in China in 2021, only 0.6%.
Of course, if there is no policy control and suppression, this proportion will rise a lot.
This percentage is also much lower than the 13% in the US, 4.2% in the UK and 3.1% in France. It can be seen that the recognition of e-cigarettes by ordinary smokers in China is not high. As for e-cigarette manufacturers and brands, it is clear that they have long been aware of this.
“Real old smokers, few will use electronic cigarettes, the actual taste difference is too big.” Zhang Ye (a pseudonym) is the investment manager of an electronic cigarette brand in Baoan, Shenzhen.
As an old smoker, he admits that he will not use his own company’s products on a daily basis.
The reason is that basically the electronic cigarette is through the principle of oil atomization, simulating the effect of cigarette smoke, while the use of atomized “water vapor” will be sent to the lungs through the oral cavity of cigarette material, “compared to the smoke of cigarettes, atomized water vapor texture is too thin.”
Due to the need to work, he has experienced most of the mainstream electronic cigarette products on the market, even if the industry recognized the highest degree of taste reduction “cotton core” products, the actual experience also has a large gap with the cigarette.
“The mainstream electronic cigarette smoking resistance is relatively small, and also can not simulate the roasted flavor of tobacco burning.” Zhang Ye told us that in addition to the heating of non-combustible e-cigarettes taste closer to cigarettes, almost all the taste of atomized smoke is difficult to “meet” the old smokers, not to mention the replacement of cigarettes, to reduce the effect of smoking cessation.
As for the taste is closer to cigarettes, and claimed that the cigarette “flat replacement” products heating non-combustible electronic cigarettes, but also because of the relevant regulations and manufacturing costs are high, almost no Chinese manufacturers to touch.
As a member of the industry, Zhang Ye said frankly that “electronic cigarettes can quit smoking” itself is a false proposition. His brand has done a research, electronic cigarette consumers are 60% of the family members of smokers, because they believe that e-cigarettes have the effect of smoking cessation, buy to the elders or family members who smoke.
As for traditional smokers who also believe that e-cigarettes can quit smoking and buy products, a large percentage of them also use traditional cigarettes again after using e-cigarettes due to poor experience, “In fact, there are many smokers who are in the way of the next person (the requirements), only to smoke e-cigarettes on the side.”
The consultation data show that nearly 40% of electronic cigarette users said that the basic daily use of electronic cigarettes, occasional use of users accounted for 22.3%.
This shows that many brands since the beginning to promote the electronic cigarette harm reduction, help to quit smoking function, purely marketing, publicity gimmicks. But this claim is indeed “set” a lot of smokers family, indirectly promote the consumption of electronic cigarette products.
In addition, as early as the Chinese Health Commission and other eight departments jointly issued a “notice on further strengthening the work of youth tobacco control”, and requires that no e-cigarettes as a smoking cessation method for publicity and promotion before, some e-cigarette brands have long cared about the “consumer crowd” whether it is smokers.
2、It doesn't matter whether the user smokes or not?
Open the official website of individual mainstream e-cigarette brands, in the “prohibited instructions” column is clearly written, non-smokers should not try.
But in fact, some e-cigarette counter operators say that businesses usually do not reject non-smokers as strictly as they do minors. The CDC has pointed out that the proportion of non-smokers among e-cigarette users is less than 4%, and with the tightening of relevant regulatory policies, some e-cigarette manufacturers have apparently not met this figure.
As with low alcohol, some brands and distributors are harvesting young users who do not have a smoking habit.
“A closer look at the trend of the last two years of electronic cigarette design iterations, it is not difficult to find some clues.” Ye Cong (a pseudonym), product manager of an e-cigarette OEM factory in Dongguan Chang’an Town, said that at the beginning, the appearance design of many e-cigarettes was dominated by dark solid colors, which basically looked very dull.
The reason for these brands to be conservative and dull in design is to take care of the aesthetics of traditional smokers and middle-aged consumer groups. But from the last one or two years, the design of electronic cigarettes also began to gradually become bright and fashionable.
“Now electronic cigarette brands are colorful, and there are even brands that have launched sticks that can be DIY.” Ye Cong said that in the last one or two years of product iterations, almost all mainstream brands have launched more personalized colorful e-cigarettes (appearance design) for young people to choose from.
He cited a mainstream e-cigarette brand as an example. Compared to its first generation product launched three years ago, the fifth-generation sticks are available in 11 colors, and there are 20 cartridge flavors to choose from.
According to the data, 46% of e-cigarette consumers are shopping for the product because of the many flavors of the cartridges.
“Three or four years ago, the brand mainly studied how to make the flavor of the cigarette more similar to the cigarette, and now they focus on how to make the flavor of the cigarette more rich, to attract more young users.” Ye Cong confessed that the previous e-cigarette consumers care more about the taste, rather than the bullet can choose more flavors.
Now, it is to the various preferences of young people began to make efforts.
In addition to increasing the color and flavor of the cigarette sticks, now the brand’s marketing strategy has also gradually changed. The industry knows that after the “disconnection” of e-cigarettes, online sales and advertising are banned, but some brands are still using short video platforms and planting notes to try to penetrate the young non-smokers.
“Those netizens will not directly market the e-cigarette, but will use it as a fashion accessory to reveal and display.” An industry source revealed that more and more e-cigarette brands today no longer define e-cigarettes as a substitute for cigarettes, but as a fashionable and trendy item (hip play).
Through the netizen “inadvertent” recommendation, to attract young consumers chasing the trend to buy, so as to blur the inherent properties of the electronic cigarette generation, some e-cigarette brands will become a fashion consumer goods, “and even sponsor some stars to use, indirectly triggering fans to follow the trend to buy. “
In addition, some industry sources pointed out that in order to attract young non-smokers to buy e-cigarettes, some brands also began to try to experience stores opened near the university campus. After selecting Guangzhou city on Baidu map and searching for an e-cigarette brand, you can see that there are five stores within one kilometer around Guangzhou University City, and seven within one kilometer around Shenzhen University.
This shows that e-cigarettes have long reached out to young non-smokers in an attempt to tap into new increments. And it is puzzling that dealers are so anxious to tap young buyers, and even have opened around the university campus, not afraid of being poked in the backbone?
3、"Do it one day at a time" Chinese e-cigarette business
The last two or three years, electronic cigarettes almost every year to step a few thresholds.”
Talking about the current situation of the e-cigarette industry, Ming Xia, who used to run an e-cigarette experience counter in Shenzhen’s Liancheng Xintiandi, seemed more or less lost.
She said that although now not open electronic cigarette experience store, but still through the social network in the form of micro business to “familiar customers” sales of electronic cigarettes and related products.
Ming Xia recalled that two years ago, after the e-cigarette “disconnected”, offline stores began to boom, and their business was quite good at that time. But in March this year, the news reports that electronic cigarettes or will be included in the tobacco monopoly regulation, the industry has become “uncertain future”, around some dealers also began to become fearful.
With the recent inclusion of e-cigarettes into the tobacco management regulations officially landed, on the taxation, access qualifications, related licenses for the problem, more electronic cigarette brands and businesses have joy and worry.
After all, the introduction of the electronic cigarette industry norms, on the one hand, so that the development of the market in an orderly manner, there is strength and ability of the big brands are not worried; but part of the small brands will face a major reshuffle of the industry, the big wave of sand will begin.
“Since certain small brands small dealers can only do a day to count a day, natural to crazy harvest.” Ming Xia revealed that the past six months or so, in order to avoid the inclusion of electronic cigarettes into the regulation of cigarettes and can not recover the investment costs of opening a store, she knew some of the experience store operators have begun to “haphazardly”.
A variety of bragging, sales tactics, even regardless of whether the other party is a minor, “is afraid that the policy suddenly tightened, so the inventory has become a business imperative.”
There are also some businesses and Ming Xia, like taking advantage of the expiration of offline store lease, simply turn to online micro business channels, using low prices to quickly dump the goods, and is sold out, no longer in stock.
According to her understanding, in addition to some merchants crazy dump inventory, some electronic cigarette brand marketing and market expansion methods, but also began to become short-sighted and restless. For example, the threshold for authorized merchants to open a store is lowered across the board, and there are no requirements and constraints on the location of the dealer. “The brand I used to do has regional protection for joining experience stores, but now ten can be opened within one kilometer.” Ming Xia stressed that some mainstream e-cigarette brands have lowered the joining fee, but raised the inventory requirements. The purpose, is to press a large amount of inventory into the sales channel, to reduce the pressure on the brand.
“Not long ago talked to a businessman who joined the store in June this year, now open a store inventory requirements, twice as high as when I opened the store, the dealer’s financial pressure are very huge.”
Because of the e-cigarette industry, many people are “when the monk hit the bell one day” mentality, so the e-cigarette brands, experience stores, dealers become more complex and contradictory business state.
Among them, more and more low-key is to avoid trouble, to avoid regulatory policies, tobacco regulations to further tighten tightening; more and more disorderly nature is to quickly clean up inventory, back to capital, or even a small profit.
Whether to join the business or electronic cigarette brands, now waiting for “boots on the ground” after more initiatives, although the electronic cigarette national standards have not yet been introduced, but this time the “regulations” to amend, undoubtedly delineate the boundaries and rules.
Always think of subsidies and “fish” play hooked with the majority of consumer groups (young users) of brands and distributors, but also to the moment of calm thinking.
END
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