Talk about the latest changes of e-cigarette industry

According to the prospectus disclosed after the listing of relx Yueke, the profit of e-cigarette industry is still considerable. After the e-cigarette industry moved to offline, the original unified market has become more decentralized, so it also relies more on offline channels than before.

The characteristics of market dispersion also lead some brands to try regional product operation and sales. For example, relx Yueke launches products in some regions. Although this is a new market strategy, regional operation is also an opportunity for competing products. From this point of view, with the upgrading of industry competition, the outbreak of a price war may be inevitable.

However, in the emerging industry of e-cigarettes, it is difficult for a simple price war to really win the market and consumers. Therefore, on the whole, the price war is only a superficial level. The essence of the price war is not price competition, but product power competition.

On the one hand, the stability of product quality control is a key, and the leakage of inferior or counterfeit smoke oil is a big problem. Even if it is cheaper, the use experience of inferior products is difficult for consumers to form long-term use habits.

In other words, once the product quality is not good, even if the price is cheaper than the opponent, the poor user experience will turn the user away. E-cigarettes are a typical re purchase product, and the follow-up cigarette bomb is the profit point of the brand.

On the other hand, changing and innovative tastes are also very important. This is also the key to maintain the competitiveness of e-cigarette brands.

Recently, jVE, a new e-cigarette brand, has issued a very heavy sales policy, which has shocked the industry.

In jVE's non self authorized outlets nationwide, the retail price of jVE's non self electronic cigarette bombs has dropped from the original price of 99 yuan for three to 59 yuan for three, and 26 flavors are available for purchase.

From the product point of view, compared with yooz smart series of official cigarette bombs with a price of 30 yuan, the price of jVE non me 59 yuan for three cigarettes is really cheap enough. In terms of taste selection, yooz smart series has only one mint flavor, Yueke soft fog bomb series has only three flavors of tobacco, fruit and mint, while jVE non me has 26 flavors to choose from, with rich taste The advantages are obvious.

In terms of smoke bomb material, Yueke's soft fog bomb series atomization core is replaced by a relatively low-cost cotton core from a ceramic core, while jVE is still using a ceramic core smoke bomb. It can be said that price reduction does not reduce quality.

Behind the low price of shaking industry, in fact, it reflects the advantage of jVE in product quality control: the more stable the quality control, the more cost advantage.

JVE's brand-new strategy, in fact, conveys a signal of market change: on the one hand, jVE insists on "let minors not smoke, let those who can smoke smoke smoke less, and let those who smoke not smoke fake cigarettes." On the other hand, for the majority of smokers, it also makes good products spread to consumers faster and more widely, reducing the threshold of consumer experience.

When the future of the market becomes certain, the time of real competition comes. Better products and more appropriate prices have become the core trend of the development of the industry.