vape market transformation
Affected by various factors such as geographical concepts, consumption habits and traditional industry strength, the development of the vape industry is uncertain. In areas where the traditional tobacco industry is developed, the vape industry will be pressured by many aspects of competition in the tobacco industry, local consumer acceptance, etc. In some coastal areas of China, consumers have high income levels and are willing to accept new The scale of the product and traditional tobacco industry is relatively small, and the development opportunities of the vape industry are greater.
More than 70% of the interviewed netizens said that they have no smoking habits, and the current market base of vape is still low. For netizens with smoking habits, the biggest concern when using vape products is product quality, followed by taste, price, difficulty of use, and limited purchase channels.
At present, there is no relevant standard in the country to define the nature of vape, and product positioning can easily become an obstacle for consumers to use products. In addition, the development of the industry is still immature, there is a lack of enterprises with outstanding comprehensive strength in the market, a brand with a good reputation has not been formed, and consumers also lack confidence in product quality assurance.
Although the government's relevant regulatory policies on the vape industry have somewhat dampened the confidence of the Chinese vape brand and capital, the long-term impact of the policy is to further regulate the industry. At present, the vape industry has been included in the tobacco industry regulation, and the pending national standard will further regulate the vape industry.
Therefore, the future vape industry will operate under a more standardized order. China has a huge tobacco market, and electronics supplement traditional tobacco. There is a certain demand in the domestic market. Each vape brand should maintain confidence in the face of stricter policy trends, expand its offline channels and expand its business in light of its own financial strength.
vape sales changed from online to offline:
Due to the large number of vape brands turning to offline channel sales, the cost of vape offline layout will be further increased in the future. Vendors with sufficient financial strength can strengthen R&D investment in early data platforms and supply chains, and through intelligent management , Reduce the possibility of product backlog or out of stock.
Manufacturers can collect and analyze the purchase frequency and usage of consumer cartridges through the data center, simulate their consumption cycle, predict inventory production needs, form specific timing and channel plans for product launches, and improve sales efficiency. In addition, the pilot operation of unmanned stores in the later stage can further reduce the manual operating costs of offline channels.
Offline stores will become the main sales channels of vape in China:
With the introduction of the national online ban policy, vape’s online sales channel was blocked, a group of weaker small and medium-sized enterprises withdrew, and the industry entered a reshuffle period. Facing the severe survival crisis, various vape brands have turned to offline layout. Ai Media Consulting analysts believe that due to the limited total resources available to offline merchants and stores, vape brands will compete for channel resources through tough means, so the shift to offline channels will face more intense competition.
Compared with online channels, offline channels have a higher investment cost. At present, there are mainly brand direct mode and franchise cooperation mode. Each vape brand can be selected according to its own financial strength. In the future, when national regulatory policies are gradually stabilized, more accurate marketing can be achieved by building a data center, and unmanned stores can also be deployed to reduce offline sales costs.
According to customer needs, improve the experience and increase user stickiness:
vape products have the characteristics of low product cost and high gross profit, and low technical requirements. Therefore, after forming a stable target consumer group, the main vape brand should focus on the development of product customization services.
On the one hand, the modulation of e-liquid and the customized design of cigarette rods can better help increase the stickiness of product users; on the other hand, vape products can be built by vape consumption by building offline flagship stores and experience stores. Scenes, or by allowing consumers to participate in the e-liquid and cigarette rod production process, create special consumption scenarios and consumption experiences.
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