IQOS Sweeps Through Japanese Convenience Stores
IQOS products began testing in Japan in 2014 and were launched to the national Japanese market in 2016. How strong is IQOS's promotion in Japan? Recently, Blue Hole New Consumption reported an article saying that it actually visited some convenience stores near Osaka to check the coverage of Japan's new tobacco sales terminals and found thatIQOS isThere are promotional advertisements everywhere in convenience stores.
A three-dimensional advertisement by IQOS is placed at the door of the 711 convenience store.
These two products are currently being promoted: the IQOS 3 priced at 10980 yen and the IQOS 3 MULTI version priced at 8980 yen, which are RMB 660 and RMB 539 respectively.The 711 has a dedicated sales display stand from IQOS on top of the checkout counter.When I arrived at the FamilyMart Family Convenience Store, I saw the display at the check-out counter outside the door.
After entering the store, it was still the IQOS 3 three-dimensional column advertisement.
Blue Hole New Consumption reported thatWe came to another convenience store brand, LAWSON. Without any doubt, the counter is still IQOS.
I tried to find other brands other than IQOS, but I really couldn't find it. Although Japan Tobacco, which accounts for 60% of Japan Tobacco's share, also has its own brand Ploom, no display can be seen in these convenience stores.
After reading it,Blue Hole New Consumption lamented:Convenience stores are the best retail position for offline traffic to gather. If a brand loses the opportunity to settle in, it means that the competitor gains a double advantage.
