The homogenization of e-cigarettes is serious

2024-05-17 11:25:05

The tuyere of the mobile Internet era has not stopped, and the era of the E-cigarette industry has been opened. It proves that the industry track can run through, and the increasing standardization of supervision has written a footnote for the take-off of the industry.

The prospect is promising, and it is naturally worth rejoicing. However, in the face of the fact that the industry is still in the early stage of savage development and the regulatory rules have not yet been implemented, it is particularly important to choose the right person (brand) and do the right thing (continuous profit). Does it have a unique competitive advantage? Is there a business model that can be profitable consistently? These are all questions that must be answered when choosing who to be with.

Recently, the industry's leading brand JVE released a new channel strategy and a product matrix supported by core "core" technology in Shenzhen, building a sustainable profit model for agents and promoting the healthy development of the industry with business model innovation. There's no doubt that JVE is the right person.

Reject homogenization and involution

Build a brand moat with nuclear "core" technical barriers

The word "involution" is now popular in the Chinese Internet world, permeating all walks of life and crossing ethnic classes. To a certain extent, this reflects the public's perception of the fierce competition in the current society, as well as the anxiety and powerlessness of the mentality. For the E-cigarette industry, which is still in the early stage of industry development, under the catalysis of the entry of various capitals, the "involution" is also not absent, and the white-hot anxiety of homogeneous competition is everywhere. The product is like this, the marketing is like this, and so is the "10,000 store plan" and the subsidy war that is being shouted now.

How to break through this involuted red sea?

Building core technical barriers and creating differentiated competitive advantages is the fundamental solution.               The innovation and iteration of technology and products is one of the biggest driving forces for the growth of E-cigarettes. Looking back at the previous rounds of "detonation" of e-cigarettes, they are all brought about by technological improvements and improving consumers' smoking experience. In the new era of regulatory era, product upgrades and technology iterations are becoming more and more critical to the growth of the industry.

In the past, SMOORE won orders from British American Tobacco and Japan Tobacco with innovative breakthroughs in ceramic atomization core technology, becoming an ODM supplier favored by major tobacco manufacturers and emerging brands, and establishing barriers to the e-cigarette industry chain. Today, JVE continues to invest in technological innovation around chip technology, build a product matrix with core "core" technology, build an ECUP supervision platform with big data Internet of Things technology, build a complete product technology ecology from the underlying logic of chips, and form a differentiated competitive advantage.

In terms of product matrix, JVE has a deep insight into user needs around the "core" technology, and uses the Shangcai series that is given to users for free to create channel drainage and customer acquisition explosions, so as to increase market share and user repurchase rate; With the "one-touch heart" feel paint brilliance series to meet the mainstream young consumer groups who pay attention to appearance and cost performance; With chip technology and national tide elements, the Aurora series meets the needs of users who pursue higher quality requirements and stronger personality expression, and broadens the profit space; The Rongguang series focuses on technology leadership and creates a high-end brand image.

A complete subdivided product level and a reasonable product matrix empower brands to seize the mind and channel customer acquisition. In terms of operational policy support, we will increase channel support.