Is vape marketing off track?

This year, more and more marketing articles and advertisements about vape appeared on various information platforms, and the tobacco product market, which could not be advertised, quickly became hot. As a substitute for smoking and smoking cessation products, the marketing of vape has deviated from the track. Now the vape marketing theme is more about fashion, function and taste, rather than the core of smoking cessation and replacement for vape.

At present, vape users are divided into two main groups, one is a fancy smoke player based on high-power vape, and the other is a smoker customer who wants to quit smoking or replace smoking. But now the vape is moving towards functionalization, flavoring, styling, etc., and for the true core of vape, smoking cessation and replacement of smoke have become a side effect.

From the 2018 period, the network is full of various vape and e-liquid marketing articles, they sell their taste, appearance and function, but do not emphasize their role or result in quitting smoking and replacing smoke. The essence of a product originally intended to quit smoking and replace smoking has begun to deviate from its core value.

According to experiments conducted by some authoritative organizations, the vape's smoking cessation effect is more than twice that of similar products. Compared with similar products, vape is the closest to real smoke, which is one of the important reasons for many smokers to choose to use vape to quit smoking. A smoking cessation product like nicotine patch can't provide a similar experience, so we should cherish the core value of vape and let them return to the original intention of quitting smoking and replacing cigarettes.

There are hundreds of millions of smokers in China. With such a large market for smoking cessation and replacement, there are enough vape and e-liquid manufacturers to make profits. We don’t need to bring non-target customers into the vape user base. . Such blind marketing may end up hurting not only ordinary users, but also vape companies, such as: rigorous control, like the tobacco products in the production and sales are subject to state control; administrative punishment and other means, It is estimated that the fall may be a piece of vape business.

As far as the current market reaction is concerned, sometimes non-smokers are more likely to accept vape because they have decided that the product is fresh and harmful, and there are many options for taste. However, smokers are more difficult to convert into vape users, especially old smokers. They may have been loyal to a cigarette for decades, making it really difficult for them to become vape users.

Many companies are trying to sell vape products in order to save money before the policy is implemented. In fact, I am deeply aware of the current vape dilemma. I have taken a lot of vapes to test for smoking friends. The older I smoke, the less interested I am in vape. The big ones are interested in vape. The most feedback is the taste. It seems that the most important reason why vape is not popular among smokers is the taste.

Feedback from some smokers I also saw the future of vape. According to some smokers who used vape, they think that the current vape is much better than before. It is very novel now, and it can accept its taste, but it is not enough confidence if it is completely replaced. Therefore, vape and e-liquid companies can put their minds on the research and development of products. As long as they can satisfy the taste of smokers, I believe they will be happy to accept vape.

Vape is not a fashion product. It is the gospel of quitters. It is a product used to quit smoking and replace tobacco. Those who have not smoked before do not recommend using vape. Although vape is much less harmful than cigarettes, But after all, it is still harmful. At the same time, whether vape will become addictive is also controversial (for work reasons, I have a lot of vape on the desktop, I will continue to pump vape in the office, but I will not think about it at other times). If you end up being addicted to vape, it will not only bring you happiness, but also the cravings may accompany you all the time.