Reporter | Goshengwei Lin Teng edited | Lin Teng
At 2 o’clock in the morning, Thomas Yao woke up in the opposite side, opened the mobile phone, reparing the ticket, bought four turning air tickets, and finally Destination: China Shenzhen.
\”Don’t go back, the yellow flower is cold.\” Thomas Yao is an investor in Shenzhen electronic smoke brand, I want to quietly spend the epidemic in San Francisco in the United States. But the electronic smoke hit again, let him disrupted all the programs in the next two years.
After fifteen days of hotels in Shenzhen, the first thing of this investor: dismissed the core management of the fog. He decided to transform the investor’s identity and personally manipulated the electronic cigarette company on the tips.
In Shenzhen Baoan’s entrepreneurial community, Thomas Yao is a cup of coffee, thinking about how to transfer American company values \u200b\u200bto local employees. The 40-year-old US dollar fund investor has recently learned to drink Maotai, and the purpose is to be a piece with the bosses of Shenzhen Electronic Tobacco Factory.
Change is not just Thomas Yao. In this wave of electronic smoke, some people are rushing in, some people have harvested the wealth and status of uncommon people.
On the evening of January 22, the smog core technology of the e-cigarette brand RELX was launched in the US New Trade Center. The code \”RLX\”, the stock price is 104%, directly triggered, the highest increase in the disk 158%, closed up 145.9%, the market value is close to 300 billion yuan.
After the 80s, the founder Wang Ying has soared to 58 billion yuan, and it is among the domestic corporal camp. This is only 3 years from her fog technology.
On January 25, the electronic cigarette manufacturer in Hong Kong stocks was more than $ 400 billion.
28 months, over 53 times. In the same period, Tesla was 13 times.
Various results and signs have begun to make people in the electronic smoke industry, and they have been almost pronounced.
No sound recovery
January 5 60 participating in the exhibition, 2000 people attended by dealers.
A CEO of an electronic cigarette brand in order to attract the intentional franchisee, take the red envelope on the spot, causing the franchisees to become a big hairdress.
The field burst. The new brand that has just been poured into the market is endless, and the old brand is also coming with Lao Luo to do live.
The tide of electronic cigarettes fell, and it was an instant thing.
In 2019, capital intensive enters domestic electronicsSmoke. \”Thousand Smoke Wars\” is still alive.
At each time, Luo Yonghao also admitted high-profile, but due to the opening of the 3.15 party, and the introduction of the banned ban on November 1, the electronic smoke and smoke came to the head, and suddenly \”cool\”. After this, the electronic cigarette almost believed that the death penalty was sentenced.
However, in 2020, there is no public opinion with electronic smoke lines, and it is extremely intense.
The jade is planned to invest 600 million yuan in the next three years, and 300 stores will be opened in the next three years.
The other electronic smoke scorpion has also opened, and the number of specialty stores built in the specialty store has exceeded 2500, and 10,000 yuan will be opened this year.
In January 2020, Thomas Yao observed that young people smoked in Shenzhen street alleys, and this time he came back from the United States and found significant increases.
\”Market demand, everyone is in the education market; the policy space is still, but it is not allowed to sell online, there is still a lot of space under the line.\” Thomas Yao said.
The person in charge of the electronic cigarette business channel indicated that the news of the interface in the second half of last year, essentially because of the user’s overall base, the market is growing, the line is not allowed to sell, naturally Looking out in the store, market logic has never changed.
Data show that before the ban, the internal channel construction of the electronic smoke line is still in the primary stage, including convenience stores and small merchants, supermarkets, specialty stores and other sales channels for only 19.4%.
A Henan electronic cigarettes revealed the news of the interface. At present, there are more than 100 electronic cigarette stores in Zhengzhou. If you add a collection shop, there are at least a few hundred convenience stores, etc.
\”All are blooming all over, many of the friends who are watching are actively admitted to the game.\” He even felt that Zhengzhou’s electronic cigarette has been larger. The dealer’s opening target in Henan this year is more than 300.
The reporter recently visited Shenzhen Huaqiang North to discover, and there were more and more stations sold by the electronic cigarette. The layout of the video of the electronic salesfield was more obvious. Several owners said last year. It has improved in business for half a year.
The vast majority of electronic cigarette shops do not exceed 20 square meters, some are just a counter size, or a round of a column around the subway business district, this is blooming everywhere The frame supports the number of thousands of stores in major brands.
From now on, the electronic cigarette company is divided into the first camp representing the head of the head, with the second camp represented by the fog, grapefruit, the magic flute, and platinum.
Yuexiang, YOOZ grapefruit is good at marketing, rapid expansion of the offline channel; like a fog, platinum de-developing type, with more technical terminals. Nicotine X, Nikotine Salt Next GenerationWaiting for technology in the industry.
For another hot in 2020, the senior e-cigarette is sophisticated by the euthanasia. The extent of unity, naturally began to emerge, the increase in explosiveness. \”
The madness of the market is also caused by this industry soon entered the price of the price.
In April 2020, the electronic smoke brand YOOZ released the new product of the fire-fighting electronic cigarette lever, for only 9.9 yuan. In June, the electronic cigarette brand Wesser in the Hinma Group issued an entry-level replacement product \”scream\” series new product, and launched \”million sets, billion subsidies\” activities, a one-round promotion price is only 19.9 yuan.
Talking about the price war in Zhengzhou electronic cigarette market, the above-mentioned Henan dealers have a deep feeling, straightforward: \”It’s too embarrassing, very bad. Zhengzhou is a city that is very tragic, the population is over 10 million, even More than the Northern Guangxiande. \”
He further said that under normal circumstances, Maori is 50% -60%, but Zhengzhou is still in a bad state. Everyone is still quite large, there are many Pay money.
He believes that all brands are basically different, the most critical is the store location, \”Who has a good location, good products, traffic, who can live\”.
Electronic smoke industry chain food
How much make money?
From the pleasure, you can peek the growth rate of this industry. In 2018, the first year, the first year, sold 500,000 tobacco rods, 5.9 million cigarettes, with an income of 132 million yuan. In 2019, the happy revenue has driven directly to 1549 million yuan, and the three quarters of 2020 have reached 2.24 billion yuan.
The profitability of electronic cigarettes is also surprising. The jetful gross profit margin is maintained at around 40%, except for 2018, it has just been due to 287,000 yuan, and it is a happy to make money in the second year. In 2019, the net profit was 47.75 million yuan, and the net profit was 109 million yuan in three quarters in 2020. It is also known that this is still a ban on the disabled line on the electronic cigarette line, and the offline epidemic impact.
Electronic cigarettes not only make money, but the market space is huge. China is the world’s largest tobacco market, with more than 300 million smoking people, and the number of smokers is in the world. According to China Insights Consultancy (CIC), China’s electronic smoke penetration rate is only 1.2% in 2019, and the electronic cigarette penetration rate in Europe and American smokers has reached two or more.
Summary, e-cigarette is a good business, with fresh experience, extremely high reasons, and potential huge consumer groups.
Under the huge business temptation, in addition to the inherent players, a large number ofNewcomers are entering this battlefield.
\”From the second half of 2020, the entire market broke out very fast, the growth is obvious, and many brands. Operators, the order of the upstream supply chain increases.\” Electronic smoke supply chain manager Lu Yuejun Describe the newsletter newsletter.
Let him feel surprised that some originally used digital products supply chains, and they also do electronic smoke, and more and more people are.
In fact, Lu Yuejun himself is also from making a mobile phone. He has more than ten years of mobile research and development experience. At the end of 2018, he chose to join an electronic smoke venture company. At present, the stage of China’s electronic smoke industry seems to make him return to the early days of the mobile phone industry.
For example, BYD published patent information of \”an electronic cigarette\” on January 19. A few days ago, Chang Ying is also impossible to interact with the deep interaction. The company’s electronic cigarette products mainly include large-scale electronic smoke companies such as British and American tobacco, Juul, and Smoky.
At the beginning of 2019, Ai Shide’s No. 1 technology began to lay out e-cigarette sessions. In September of the same year, cooperated with the jets, half a year, A Shide opened 1,000 full store.
In August 2019, Tianyin Communications issued an announcement says that due to business needs, it is decided to increase business scope, specifically involving electronic smoking, metal smoking (excluding tobacco products), sole oil sales; mobile phone chain Di Xintong also signed Electronic cigarette brand.
Tianmao check APP shows that in 2020, the new 17,000 related companies (all enterprise status) increased by 270% year-on-year. From the quarter, the fourth quarter has increased the most, and 10,000 electronic smoke related companies.
How much is the electronic cigarette?
Policy supervision is always the \”Sword of Damacity\” hanging on the electronic cigarette.
Electronic smoke is gradually formed in China, and the industrial pattern of Europe and America, \”China Production, and Europe\” is gradually formed. There is a statement in the industry. The world’s 90% of electronic cigarettes are from Shenzhen Baoan District. He has become a global world. The largest electronic cigarette production base is called \”global fog valley\”.
However, although China’s e-cigarettes have been exported to overseas, China’s electronic cigarette market, policy is still facing a big uncertainty.
At present, there are different attitudes and policy directions of the electronic cigarette industry, mainly including the following three regulatory ideas: one is to supervise electronic cigarettes as a consumer product; one is to use it as tobacco regulation; The third type is to use it as a medical supervision.
Although the electronic cigarette is not specially controlled as ordinary consumer goods, it can’t get rid of tobacco attributes, and the entire industry will travel on the edge. Electronic cigarettes have been like wild grass in China.
For supervision, the judgment of Thomas Yao is optimistic. He believes that China has a unique advantage in the global electronic smoke market, such asIf you are supervised, China’s innovation and leadership in this industry will be killed, it is a pity.
He believes that there may happen the following points in the future: First, the standard will come out, incorporate electronic cigarettes into jurisdiction; second, add tax; third, require reduced Nikotine content of electronic cigarettes.
In the world, the value of electronic cigarettes is gaining more and more attention. The British public health department said that the harm of electronic cigarettes is 95% lower than traditional cigarettes. Therefore, for smokers, e-cigarettes are a substantial solution that can greatly improve the success rate of smoking cessation.
On May 25, 2020, the World Health Organization (WHO) released a report in the World Health Organization (WHO), \”scientists are still understanding the long-term impact of health of electronic cigarettes, but there is a solid Evidence suggests that completely uses electronic cigarettes to replace cigarettes, which can reduce the opportunity to contact a variety of toxic substances and carcinogens. \”This is the first time WHO affirmed the reduction of electronic cigarettes.
Since the past, the disease and the economic burden brought about by smoking are the focus of social attention. According to the 2018 year report, the British expenditure of the United Kingdom reached 12.6 billion due to smoking, including the British National Medical Services System (NHS) for this medical health fee of about 2.5 billion pounds.
In the United States, according to the \”Annual Healthcare Spending Attributable to Cigarette Smoking: An Update\” article released in \”American Preventive Medicine\” 2014, the US annual annual 8.7% of medical expenditures were attributed to smoking, up to $ 170 billion per year; more than 60% of them were paid by public projects.
Therefore, the proportion of smokers consumers can reduce the cost of medical expenditures and the loss of social productivity can be reduced accordingly by electronic smoke.
Pan and Lin, executive president of the Digital Economics Research Institute of Zhongnan University of Economics and Law, said that the \”tax\” characteristic of electronic cigarettes is its main value, and the market has such a demand, so its development is also relatively fast.
But a dilemma is that the target users of the \”tax reduction\” target users are old smokers, and more and more young people who have chased the new advice have become new smokers because of electronic cigarettes.
\”\” \”The penetration rate reaches 5% is definitely a major decisive point. The decision-making layer will think about it should not be shot, and the electronic smoke industry pattern will change.\” Liu Qiu Ming said.