The rise of new consumer goods has given e-cigarette opportunities, and more people have begun to choose new ways of smoking to change their living conditions. Of course, for the e-cigarette track, the “new smoke” wave is both an opportunity and a challenge. Who can “war” to the end and test the comprehensive capabilities of each brand.

The e-cigarette industry entered the fast lane of development in 2019. According to incomplete statistics, in the first half of 2019, industry companies completed more than 200 financings and hundreds of new products went on the market. Into the life of smokers.

For a time, “new cigarettes” began to become a hot topic for entrepreneurs and capital markets discussions. So what is the new smoke?

From a technical point of view, the small smoke on the market now uses smoke atomization technology – a technology that was invented by the Chinese in 2003 and promoted globally. Over the past decade, the industry has experienced a transition from a big smoke to a small smoke era, and hundreds of new brands have emerged.

In this, some brands adopt the ODM model, and the business model is based on “making quick money”. Before the perfect national standard policy comes out, it relies on large-scale shipments to profit; some manufacturers hope in the future. With its own competitiveness, it puts most of its capital into research and development and production.

The core of different eras of e-cigarettes – smoke oil

The early e-cigarettes were mainly made up of large smoke equipment. Users need to DIY themselves. They should replace the atomizing core, wrap the heating wire, wrap the oil cotton, infuse the oil, adjust the power of the machine, etc., and according to the inhalation. The taste adjusts the output power of the device to achieve a sense of satisfaction with smoking. After the small smoke ushered in, the “smoking” movement became more convenient, and the user could pick up the tobacco rod and take nicotine anytime and anywhere.

For the big smoke, the atomization principle of the small smoke has not changed in essence, but the manufacturer has customized the parameters of the atomizer through the parameters of the smoke oil.

In this, the status of smoke oil is more important than before.

In 2013, NRX Niwei CEO entered the e-cigarette industry and switched from a large smoke electronic cigarette player to an e-cigarette developer. In 2014, he established a smoke oil factory in Los Angeles, focusing on the development of tobacco oil and creating more than a dozen cigarettes. Oil brand, ICEBRG, TeaUp two series of brands in 26 countries around the world sell well, the same year began to develop electronic smoker Soft Stellar, best-selling in the United States, China, Malaysia, Indonesia and other countries.

To bring new smoking methods to Chinese smokers and ease tobacco addiction. In 2017, we came to Shenzhen, China to set up a Chinese branch factory and created the NRX Neiwei electronic cigarette brand. Therefore, years of experience in the development of tobacco oil and precipitation have contributed to the success of each of the NRX Niwei flavours.In 2019, we set up a 100,000-class dust-free factory, from product development to production to a complete sales system, and inspired to reach the leading e-cigarette brand in the industry.

The founder told, “The taste of the core of the smoked oil products is the taste. The atomized tobacco products are tasted by the entrance, so we want to let the user feel the spot-on feeling from the taste of the smoke oil. Let them enjoy the thrill of exploration. At the same time, after selecting the best raw materials, after numerous tests and adjustments, and continuous feedback from the market, you can make the most satisfying taste of the users. The taste is defined as good smoke. From research and development to late feedback, it is impossible to lose any loop.”

In fact, the taste of e-cigarettes determines whether users will choose to repurchase, and the evaluation after use also affects the choice of new users – this is similar to traditional tobacco, the star brand can stand for many years, relying on It is experience and word of mouth, and these not only require the company to continue to invest in the quality of the product, but also need time to precipitate.

As of now, NRX has established more than a dozen brands of smoke oil (or series), of which ICEBRG and TeaUp are the best-selling brands, which have been sold in 26 countries and regions; 2019, NRX Niwei also set up a 100,000-class dust-free factory to ensure safe and efficient production.

“Because I personally is a user of atomized cigarettes, I know that the most important points for users of atomized cigarettes are addiction, convenience, price and taste. Since atomized smoke is a ‘entry’ The product, so the user’s experience is higher than other factors, appearance, price, etc. are based on the taste of the icing on the cake, only the taste is the most important, if the taste is not good, the user will not use, not to mention Repurchase.”

From the perspective of user experience, the good taste is inseparable from the blending of atomized liquid and the material of atomizing bomb, so the brand’s latest generation of Air Electronic Cigarette, launched in 2019, is upgraded to two kinds of atomizing cores. —Ceramic core and cotton core, becoming the first brand in the industry to introduce two types of atomizing cores for each cartridge.

Different atomizing cores have different experiences in smoking experience. The ceramic core has a large amount of smoke, a mellow taste, strong throat sensation, and the cotton core is delicate and soft, and the amount of smoke is similar to that of traditional cigarettes. The smoke rod of the Air is 0.78cm thin, and the ceramic core of the cartridge is 0.35cm thin, which increases the contact surface of the smoke oil and reduces the carbon deposit, further reducing the probability of the paste core.

On the other hand, as reported in the 315 evening report this year, some non-compliant merchants use fake raw materials in order to reduce costs, and they have no mature production and R&D capabilities. eliminated. Since the launch of NRX Niwei products, it has maintained a good reputation among the user community. In 2018, the brand was also rated as “the most trusted e-cigarette brand by users in the year” by Beijing Youth Daily.

From the era of the big smoke to the rise of small smoke, the road to the transformation of the old e-cigarette

The NRX Niwei entering the small cigarette market has more than just smoke oil suppliers

After the big smoke machine swept the European and American markets, China’s small smoke began to rise. In 2017, NRX Niwei registered in Shenzhen to establish a research and development center for the bomb-type small smoke, and then released the first generation of NRX smoke. More than 10 flavors of cartridges.

The timing of the launch of the NRX Niewei generation is just in the nascent stage of the domestic small-smoke market. As one of the products of the early education market, NRX Niwei has gained the attention of users and industry people in the market for several months. Within a few years, it has reached cooperation with hundreds of physical stores in China.

NRX Niwei said that the early small smoke experienced a lot of criticisms in China. At the time of the electronic cigarette show, the scene was not as hot as it is now, but the team determined that the market will erupt in the next few years. . “In 2017, the change of small smoke began to appear gradually. Compared with larger smokers, the change of small smoke is more convenient and cleaner, and it will be a future trend.” p>

From the smoke oil supplier to the small smoke brand, the transformation of the role has given some established manufacturers a transformational demand.

As the earliest manufacturer to change the bomb atomization smoke in China, the founding team of NRX Niwei Xiaoyan is the professional fragrance and R&D team of the Yanchang Oil Factory in Los Angeles in 2014. After the establishment of the brand department, NRX Niwei recruited the operation team from 4A advertising company and Accenture. The sales director used to be the head of HP China. The sales team has Tongfang, TCL electronic digital background and rich experience in consumer product sales.

Of course, compared to the already mature atomization technology, smoke oil is still the focus of NRX Niwei. “In the Chinese market, we use imported American imported tobacco oil, which can provide users with iterative optimization for many years while ensuring that the products meet US safety standards.”

The future of small smoke

In 2019, the Chinese small smoke market ushered in its own “first year.”

In the Shenzhen IECIE electronic cigarette exhibition in April, there were hundreds of electronic cigarette manufacturers exhibiting, of which brand owners accounted for the vast majority. The organizer told us that this e-cigarette show is the largest and most visited brand since its launch, and it has attracted more than 100,000 people from around the country to watch the exhibition.

The current sales channel for small cigarettes is mainly offline. Taking NRX Niwei as an example, the ratio of online and offline is about 3:7. “Because our products are more focused on the experience, most of the users are offline after the store trial, and our taste is notOften satisfied, and then choose to buy, online more is the user’s second purchase or after being recommended by friends to buy.

Compared with the “new cigarette” brand that entered after 2017, NRX Niwei’s accumulation in the industry for nearly 7 years is the key reason for its firm foothold after listing. Many users are producing cigarette oil. Use NRX Niwei products. After returning to China, although the improvement of the national standard system has not yet been introduced, NRX Niwei still guarantees to comply with European and American standards, and will cooperate with the introduction of domestic standards to optimize products.

The arrival of “Thousands of Smoke” is both a challenge and an opportunity for small smokers. The challenge is that a stable and mature user group has not yet formed, and some products with poor quality control will upset market awareness; the opportunity is that the Chinese market has always accepted higher consumption of new consumer goods, and the domestic small smoke market is still fast. In the development stage, the penetration rate of electronic cigarettes among smokers is less than 20% of the US market.

At present, NRX Niwei’s development plan is to open up more offline stores, so that more smokers can have the opportunity to experience products for the first time. According to the NRX Niwei survey and the feedback from the physical store, the repurchase rate of its products can reach more than 70%.

“Now we have 500 physical cooperative stores under the line, more than 20 brands to join the specialty stores, we are also preparing to open NRX Niwei brand flagship stores in some cities, so that more users can access our products.”