Author | 黄青春

Title Map | Oriental IC

The boots are landing.

This afternoon (November 1), the State Tobacco Monopoly Administration and the State Administration of Markets issued the Notice on Further Protecting Minors from E-cigarettes:

We will urge e-cigarette production and sales companies or individuals to close e-cigarette Internet sales websites or clients in a timely manner; urge e-commerce platform to close e-cigarette stores in time and remove e-cigarette products in time; urge e-cigarette production The sales company or individual withdraws the e-cigarette advertisement published through the Internet.

The sword of Damocles hanging over the electronic cigarette has finally fallen.

In the face of such a “one size fits all” policy, Yueteng e-cigarette took the lead in stating: firmly support and implement the e-cigarette online ban on sales, and not to serve minors.

FLOW Electronic cigarette founder Zhu Xiaomu subsequently stated that protecting minors from e-cigarettes is the bottom line of society, and FLOW firmly supports national laws and regulations. This notice is a very positive guide to the orderly development of the industry. We will fully cooperate with the policy adjustment and make appropriate arrangements.

E-cigarette bid farewell to the “Great Leap Forward” era

China, as the world’s largest tobacco consumer and producer, consumes as much as the total tobacco consumption of all countries ranked 2nd to 29th, and its fiscal revenue accounts for 6% of the national fiscal revenue.Between 10%.

On January 17, 2019, Zhang Xiulian, spokesperson of the State Tobacco Monopoly Bureau, said that in 2018, the tobacco industry realized a total industrial and commercial tax of 1,155.6 billion yuan, This figure is basically equivalent to the sum of the profits of “two barrels of oil” + “four big lines” + “BAT”.


This makes the National Tobacco Bureau very embarrassed: on the one hand, smoking is harmful to health. As the smokers continue to expand, the more production and sales, the more negative the benefits of tobacco to the society, the country must control tobacco; on the other hand, tobacco tax It also accounts for 80% of the national tax revenue, and tobacco feeds more than 20 million tobacco industry practitioners, especially more than 15 million poor farmers.

Since the introduction of e-cigarettes in 2003, relying on “helping to quit smoking”, “not addictive” and other gimmicks gradually became the filling of the cigarette market An alternative to supply and demand imbalances.

At the end of 2018, the US e-cigarette company JUUL took out the 2 billion-year-old year-end award (you must know that JUUL was founded in 2015, more than 1,000 people, about 1.3 million dollars per person), and the public opinion was awkward. The electronic cigarette is the “printing machine”.

The profiteering has caused e-cigarette companies to start blowout. For a time, e-cigarette brands such as Yueji, Lingxi, Magic Flute, Fulu, and Grapefruit have sprung up. Everyone wants to become the Chinese version of JUUL.

There are e-cigarette practitioners: “The e-cigarette industry, someone will take you, as long as you invest about 5 million yuan to build a brand, take the gift market or take the agent direct sales channel, the annual sales volume reaches 10,000 to 20,000 You can earn a profit of about 2 million yuan, and the profit rate is at least 60%.” (The electronic cigarette company pays 16% of the enterprise value-added tax according to the ordinary enterprise, and the comprehensive tax of Chinese cigarettes is 59.5%)

The capital is naturally also swayed by the wind. In June 2018, Yueteng received the IDG and the source code capital of 38 million investment as the symbol. After that, the capital opened a frenzied “smoke e-cigarette wave”.

Over the past year, domestic e-cigarette companies financing situation map / fuel economy

The savvy entrepreneurs and capital are so fanatical, and they have sharpened their heads and rushed forward. It is nothing more than seeing the Internet logic of China’s past “first get on the bus and then paying the ticket”. When it comes to supervision, it can also save the ticket.

As a result, today’s “Notice on Further Protecting Minors from E-cigarette Infringement” directly clarifies that e-cigarettes are under the control of the Tobacco Bureau, and each brand’s financing of 10 billion is also a basket of water.

E-cigarette “Quitting smoking” is a false proposition

According to the contents of the e-cigarette report released by the World Health Organization in 2014, electronic cigarettes are also known as electronic nicotine delivery systems. The principle is to transfer fog by heating a solution (mainly nicotine, propylene glycol, glycerin and additives). For users to use.

Open a certain treasure, a certain East e-commerce app, search for “smoking cessation artifact”, will pop up hundreds of electronic cigarette products. Randomly asked several high-selling e-cigarette online stores, merchants said that the electronic cigarettes sold “can be used to quit smoking.”

Xin Jing, Chief Physician, Shenzhen Chronic Disease Prevention and Control Center