Every once in a while, some new hot spots will break out in the e-cigarette industry. From the moment e-cigarettes were invented, they have not stopped iterating. Each iteration will create a number of companies, and the characteristics of fast-moving consumer goods are becoming more and more obvious.
The first generation of e-cigarette products is Ruyan, which is used as a smoking cessation product. It looks like a cigar, which shows the consumer’s bossy style. From the luxury packaging, it is a gift route and conspicuous consumption. Ruyan used a large number of advertisements to hit the market. Unfortunately, the exaggerated publicity caused consumers to be disgusted, and the products also had shortcomings. After years of losses, it was sold to Imperial Tobacco in 2013.
Around 2010, the e-cigarette market suddenly became popular again after being silent for a long time. This time, European and American orders found a factory in Shajing, Shenzhen, and a product called Dayan was created. It is produced by a Shenzhen manufacturer, while the e-liquid is produced by an overseas company. The smoking set is open, and consumers can buy e-liquid by themselves.
In the second half of 2017, due to the appearance of JUUL, the sales of opium cigarettes began to decline. JUUL has optimized the appearance and structure. Its core upgrade is that nicotine salt improves the taste, and various fruit flavors can be added to it, which is extremely rich. consumer experience. This new generation of products is called small vapes. Small vapes are small in size, easy to carry, and similar in shape to a USB flash drive. Consumers cannot buy e-liquid independently, but they can buy pods, which belong to the pod-changing structure.
The Chinese market has long been dependent on difficulties in development, and e-cigarette companies are all oriented overseas. However, after the popularity of pod vapes represented by JUUL, Chinese companies have regained hope. Brands represented by Yueke have grown up, and the way of offline chain stores is fast Cultivation has tapped the domestic market.
However, the product was quickly iterated again. Overseas markets have transitioned to disposable e-cigarettes. The taste has not changed much, but the capacity and appearance have changed. In the past, the mainstream products of e-cigarettes were recharged multiple times, but now they are thrown away when they are used up. Extended use time. In addition, there are few devices with batteries that are sold so cheaply, so consumers don’t have to choose too carefully, and just follow their preferences and mainstream trends.
There are still some changes in electronic cigarettes, such as the rapid development of hemp CBD products, but because this product does not contain nicotine, the regulatory unit is different from traditional cigarettes. There are also some regional markets that sell some herbal-flavored heat-not-burn products. Not only the mainstream products are changing rapidly, but also the development of subdivided products is also very fast.
The overall trend of e-cigarettes is more and more suitable for the lazy economic model. For example, the early open vapes required artificial oil filling. At that time, the reporter often saw customers who came to seek help in the store. There were often problems with the smoking equipment, and the use of the products required some professional skills.
The pod vapes seal the e-liquid, which is very convenient to combine with smoking equipment, and consumers can quickly learn it. Disposable e-cigarettes do not require consumers to combine e-liquid and e-liquid at all. The e-liquid and e-cigarette are in a locked state, and do not even require maintenance such as charging. Consumers can use it continuously for a week, which is simpler and more convenient.
E-cigarettes have the attributes of fast-moving consumer goods and also have the attributes of fast-moving consumer goods. For example, smoking sets purchased in the past can be used continuously for many years, while e-liquid has the attributes of fast-moving consumer goods, and the consumption frequency is very high. In the era of large and small cigarettes, this feature is very obvious.
For products with obvious FMCG attributes, product updates and iterations are very fast. People in the industry have criticized the practice of domestic product declaration before. They are worried that the cycle is too long. The European and American terminal markets are always changing. It only takes a few months to complete. If a product does not keep up with the changes, it will be obsolete after a few months.
Disposable e-cigarettes are more characteristic of fast-moving consumer goods, and the use cycle of smoking sets is often only a few days. In addition to taste, changeable appearance, etc. are all means to attract consumers.
E-cigarettes are changing too fast, so you can find completely different mainstream products in different countries. For example, Southeast Asia has always been the mainstream product after the epidemic, and dealers are also big players in e-cigarettes. Some European countries are also dominated by opium. After a certain product is deeply rooted in the hearts of the people, consumers form a relatively fixed usage habit.
Now China’s e-cigarette market has been locked by the policy, and the mainstream products stay in the pod vape category when the policy was introduced, and are gradually separated from the global market. However, in the black market, the category of disposable electronic cigarettes is very popular, which proves the vitality of this product.
Disposable Vape have reshuffled the entire industry, and it is not big tobacco companies like British American Tobacco and Philip Morris that are making money from it. These big companies still favor bomb-changing e-cigarettes, which have a certain path dependence and give new companies certain opportunities.