At present, 90% of global e-cigarettes are produced by Chinese OEM, and the foreign e-cigarette market is growing rapidly. However, in 2014, the overall market demand has slowed down. It is reported that the domestic e-cigarette market was rapidly recovering in the first half of 2015, and consumer demand was also rebounding. Looking at 2015, what was the situation of electronic cigarette display exhibitions in China?
Policy risk
There is a gap in the policy environment for e-cigarettes in China. The Tobacco Monopoly Law was implemented in 1991 and further modifications were made in 2009. However, the current policy has fewer restrictions on e-cigarettes. In subsequent amendments, it is expected that e-cigarette products will be subject to relevant control. Prior to this, the industry was still in a state of fragmentation. After further judicial interpretations are issued, the entire industry will usher in its first standardized management. Whether it is a risk or an opportunity, let's wait and see. However, there are increasing signs that the national level is increasingly supporting and encouraging new tobacco products, and various Chinese tobacco companies are actively researching and developing e-cigarettes and non combustible new tobacco products. Therefore, there is reason to believe that the revolutionary product of e-cigarettes will undoubtedly cause a huge wave in China. The national usage rate is 3.4%. Relevant research institutions conducted a sampling survey on the usage rate of domestic e-cigarettes, and survey data from five typical representative cities across the country showed that the usage rate of domestic e-cigarettes was 3.4%. Among them, Beijing has the highest usage rate of e-cigarettes, followed by Shanghai and Guangzhou, Xi'an is close to the average, and Harbin is only 1.7%, far below the average level. In the survey data of consumers, the most conservative estimate is that each person consumes 118 yuan per year.
The characteristics of the electronic cigarette consumer population are that the average age is 33.5 years old, and the population is mainly divided into two large groups: moderate to severe smokers (smoking more than 15 cigarettes per day) who try to quit smoking and transition; Young mild smokers (smoking less than 8 cigarettes per day) express their interest in fashion and fun. 53.6% have a college degree or above, with an overall education level of above average; The income level is evident in two stages, with a peak annual income of 10000 to 50000 yuan for low-income groups and another peak annual income of 100000 to 200000 yuan for relatively higher income groups; The proportion of households with an annual income of over 100000 is 33.9%.
The main reasons for using e-cigarettes in questionnaire surveys are as follows: compared to cigarettes, the unique product characteristics of e-cigarettes are the greatest attraction to consumers, among which health, harmlessness, and a certain sense of satisfaction have excellent appeal to consumers; Electronic cigarettes are a symbol of identity; The taste, grade, and personalization of e-cigarettes are the second major characteristics that attract consumers to consume; The diverse benefits of e-cigarettes are gradually being recognized by a few people; Recommendation from others has also become an important driving force for the use of e-cigarettes.
Large market capacity, small competition, good trend
In the analysis of the sales situation of the e-commerce (online) industry from June 2014 to May 2015, it was concluded that the domestic market has a large capacity, low competition, and a good trend. There are a total of 2386 sellers on Taobao, including 78 Crown stores, 1275 Diamond stores, and 1033 Heart stores. As of now, there are 148 Tmall merchants, mainly flagship stores, with the majority