Currently, 90% of the global electronic cigarettes manufactured by Chinese foundry, the rapid growth of foreign electronic cigarette market, but in 2014 as a whole so that we feel the slowdown in market demand. It is reported that the first half of 2015 the domestic electronic cigarette market is rapidly recovering, consumer demand also rebounded. Throughout 2015, the domestic development of electronic cigarette would be a kind of situation?
Policy risks
Domestic policy environment on electronic cigarette equivalents blank, Tobacco Monopoly Law implemented in 1991, 2009 and further modifications done, but less in the current policy for electronic cigarette constraints, subsequent modification bill, expected to have the electronic cigarette products related controls, before this, the fragmented nature of the industry is still in a state. Pending further after the introduction of judicial interpretation, the entire industry will usher in the first standardized management, risk or opportunity, and go let me see. But more and more signs that more and more support and encouragement at the national level for new tobacco products, each tobacco companies are active in electronic cigarette and does not burn tobacco new product development, therefore, reason to believe that this electronic cigarette a revolutionary product in China will set off a tidal wave.
The national use rate of 3.4% related to the utilization of domestic research institutions electronic cigarette sample survey, a typical representative of the five cities nationwide survey data show that the use of domestic electronic cigarette was 3.4%. Electronic cigarette usage highest among Beijing, Shanghai, Guangzhou and secondly, closer to the average of Xi'an, Harbin was only 1.7%, far below the average. The outcome of the questionnaire survey data on consumers, consumption 118 per person per year the most conservative estimate.
Electronic cigarette consumer groups wherein the average age of 33.5 years, the population is divided into two blocks: the heavy smokers (daily smoking at 15 and above) Trying to quit transition; mild younger smokers (daily cigarette consumption in 8 support below) indicate because fashion and fun. Tertiary and higher education accounted for 53.6% of the overall education on the middle; income level performance significantly in two stages, namely, low-income groups, annual household income of 1-5 million of a peak, a relatively high income group household income in 10- 200,000 is another peak; where annual household income of more than 100,000 the proportion was 33.9%.
Some use electronic cigarette mainly in the survey are as follows: Compared with cigarettes, electronic cigarette unique product features to attract consumers to the largest consumer of gravity, in which harmful to health, there is a certain satisfaction to consumers excellent attractive; electronic cigarette is a status symbol; electronic cigarette taste, quality, personalized consumer spending is to attract a second major feature; the diversity of electronic cigarette products point of interest by a few people also come to realize; others recommend use of electronic cigarettes have become an important driving force.
Small market competition capacity trend good
Concluded that the domestic market capacity is large, the competition is very small, the trend is good against June 2014 to May 2015 e-commerce (online) industry sales analysis. Taobao sellers a total of 2,386, which is 78 Crown stores, shop for the 1275 drilling, the heart store is 1033. Up to now, the Lynx merchants to 148, are mainly flagship stores, the majority of the independent domestic brands, few international brand competition. The main business is a top-ranking Lynx shop, 90 percent is produced domestically oriented brands. Site Search index also showed a rising trend, the average number of searches in May 2015 to maintain an average of 8.6 million people search, index and search the entire network industry products index was 1: 0.8.
Three kinds of psychological differences between consumer
Good electronic cigarette consumers that need to be implemented from four flavors, cigarette shape, packaging, technology and so on at the product level, the electronic cigarette want to do some publicity and promotion, from the entire electronic cigarette category, it should be in electronic cigarette the promotion of healthy lifestyles relaxed on the basis, supplemented by branding, while taking a certain way from the terminal part of publicity. But consumers like different publicity and promotion have some differences.
High-end electronic cigarette consumer groups discounts on a more offensive activities like that to be done to publicize the brand and cultural level of consciousness, such as tasting, quality electronic cigarette experts, provides the brand of electronic cigarettes, etc. in high places; in the end electronic cigarette preferences of consumer groups to promote greater understanding of their electronic cigarette products and rich taste, taste better cultivate a class of promotional activities, such as sending electronic cigarette professional appliances and the like; ordinary electronic cigarette consumer population is relatively more pragmatic preference substantial promotional activities, such as sending gifts and other similar promotional activities.
Grasp the development of the industry proposal
As long as the product is good enough, people will choose it. The product is the basis for development of the industry, continued innovation is a necessary means to lead an industry and product maturing. Between traditional tobacco products and electrical heating of non-combustible tobacco products to find the point of integration, or the traditional flavors of tobacco products, grafted onto electronic cigarette products, fake traditional tobacco smoke flavor, smoked sense of satisfaction, communication and personality props requirements, etc., will be the basis for electronic cigarette product innovation.
Marketing focus: Channel and convenience
Statistics of distribution channels in the electronic cigarette sales in traditional stores sales accounted for about 56%, while tobacco shops and online sales up only 20% of the market. With the development of modern information technology, particularly the development of e-commerce for the industry key enterprises of marketing activities to create a broader space, but also for enterprises to build a modern marketing network, reduce marketing costs basis. Since 2012, the United States Lorillard has put the famous actor starring electronic cigarette advertisements on the US television program, the effect is good. Electronic cigarette brand operation, not only the need to increase efforts to locate the design and development of tonality, but also need to screen advertising, advertising channels, advertising language, sales, O2O, cross-marketing and other ways to innovate.
Promotions and communication: the brand is bps
Electronic cigarette compared to traditional tobacco products generally priced higher priced first retail price in the tens or even hundreds of thousands of dollars to cover general products and gifts, consumer groups positioning in the high-end crowd, these people over the years to develop habits to change difficult. Unable to change their habits, but habits can cater to consumer groups, so that they feel they can not quit smoking is hazardous, while there is a joy for tobacco products, began to enjoy a healthy smoke. Do not change habits, suffering no quitting can meet the needs of consumer groups.
Epilogue
China's large smoking population, the unique culture and stimulate cigarette expansion of the number of smokers. Currently, there are around 1.2 billion smokers, while China contributed about 320 million people, accounting for a quarter of the world's smoking population. China is the world's largest electronic cigarette producer and exporter, Guangzhou, Shenzhen and other southern region is not only the birthplace of the electronic cigarette, electronic cigarette manufacturer is concentrated. With the continuous expansion of mature international electronic cigarette market in recent years, the domestic electronic cigarette consumer market have begun to enter the fast lane, and this trend is also perceived by the Chinese government.
Data show that in 2014 China's tobacco sales reached about 1.35 trillion, according to the trend of rapid development in western countries electronic cigarette, 2020 electronic cigarette tobacco can account for the entire domestic market share of about 10%. With Beijing June 1 "in the history of the most strict control tobacco order" began, the electronic cigarette domestic market, "spring" in the offing, there may be more and more people choose electronic cigarettes after smoking control.