RXR hopes to make the electronic cigarette in the hands of the user not only durable, but also durable and playable.
In the second half of 2019, the “Thousand Smoke Wars” of the domestic e-cigarette industry continued to be staged. Unlike the early 2018 market, more brands and products with different positioning and different ideas began to appear.
The recently-acquired “RXR” e-cigarette was founded in August 2018. Recently, it has launched the one-time atomized smoke joint with Lamborghini(Rock) and positioned high-end The exchange of electronic cigarettes (Everest). Founder and CEO Peng Zongzhong told that in 2016, he and several partners (later became members of the RXR core team) became JUUL users during work and study in the United States, and began to pay attention to the electronic cigarette industry.
RXR and Lamborghini joint disposable smoke “Rock”
Peng Zongzhong graduated from Columbia University with an MBA and worked for a well-known strategic consulting firm and Wall Street financial investment organization. After returning to China, he served as the company’s co-founder and 58-year-old SVP.
RXR (Rock & Raw) stands for Strong x Reality, RXR’s brand slogan is “Everest, Never Rest — the climber”, RXR Everest means the world’s highest peak Mount Everest Peng Zongzhong hopes that RXR will be able to “break the circle” in product design and innovation; at the same time, RXR also hopes that e-cigarette is not only durable, but also durable and playable.
RXR Everest Reversing atomized smoke structure diagram
In terms of design, Peng Zongzhong said, “I love painting when I was a child. When I started to make products, I hope that RXR can be designed to be different from other products. E-cigarettes don’t have to be all the same.”RXR Everest is replaced by IF award-winning designer, the tobacco rod is octagonal, the line is more rigid than the round or elliptical rod; the body material is in space Aluminium and carbon fiber materials, including 43 material suppliers involved in the research and development stage, 1300 technical details, processing fineness of 0.1 mm.
RXR Everest will launch the first version of the three colors – orange named “Marseille Asaka”, gun gray of “Night Knight”, and dark red of “Devil Angel”. Other colors will follow. And the collector’s edition of the material.
RXR has introduced two types of smoky flavors, namely “Zhizhizhichun” and “Composite Balance” for different smokers. At present, it has stored hundreds of flavors and selected purity, balance and palatability. The best products are introduced to the market.
Peng Zongzhong said, “RXR is positioned at the high end, but the concept behind the brand is universal. E-cigarettes are fast-moving categories, the audience itself is wider, and the demand is diversified. Although the competitive situation has already begun to appear, We believe that the quality of the products is judged by the users. In addition, RXR will be associated with more trendy brands and luxury brands in the future, reaching out to more people who are pursuing quality life.”
RXR Everest Reversible Atomized Smoke
Up to now, RXR disposable cigarettes have been sold in major e-commerce and offline channels, and Everest-replacement atomized cigarettes will be available in the month. Peng Zongzhong revealed that in the initial stage of product launch, the company will carefully plan market investment, and hopes to improve the user repurchase rate and brand loyalty by continuously polishing the products and outputting brand stories that resonate with users.
RXR completed a round of angel financing in the early days of its establishment and has launched a new round of financing in the near future.