RELX Withdraws From All Trade Shows and Offline Music Festival Promotions This Year
Blue Hole New Consumer reported on June 22 that it had just confirmed from multiple sources that domestic e-cigarette leader RELX will not participate in the e-cigarette expo in Shenzhen on August 20-22 this year. The Shenzhen e-cigarette expo, originally
Blue Hole New Consumption reported on June 22 that it has been confirmed through multiple channels that the leading domestic e-cigarette brand RELX will not participate in the e-cigarette exhibition held in Shenzhen from August 20-22 this year.<\/div>
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The Shenzhen e-cigarette exhibition was originally scheduled for April but was postponed to August 20-22 due to the COVID-19 pandemic. Compared to last year, the scale has been reduced by two exhibition halls, and the current layout shows three exhibition halls.<\/div>
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In the previous layout of the exhibition halls, mainstream pod and large e-cigarette brands were concentrated in Hall 1, while HNB and supply chain brands, along with some pod brands, were in Halls 2 and 9. Among them, RELX had the largest special exhibition area of 18x30, covering 540 square meters, making it the highlight of this year's exhibition.<\/div>
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With only two months left until the Shenzhen e-cigarette exhibition, RELX's sudden withdrawal may bring some chain reactions to the entire e-cigarette industry.<\/div>
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Considering the current industry development and reality, Blue Hole New Consumption boldly speculates on several reasons for RELX's withdrawal, which have not been officially confirmed and are for reference only.<\/div>
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Reason 1: Due to the uncontrolled COVID-19 situation overseas, foreign e-cigarette buyers and industry practitioners will be unable to enter the country for the conference, while the Shenzhen e-cigarette exhibition in August is known for connecting domestic and foreign buyers and sellers.<\/div>
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According to media reports, there are 8.8 million confirmed cases globally, with 460,000 deaths, including over 2.2 million confirmed cases and 120,000 deaths in the United States, with 27,000 new cases reported yesterday. Data shows that 65 countries have confirmed over 10,000 cases, and 13 countries have over 1,000 new cases in a single day.<\/div>
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From this data, it appears that the overseas COVID-19 situation remains uncertain, making it nearly impossible for foreign e-cigarette practitioners to enter the country.<\/div>
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Reason 2: Due to the sudden outbreak of COVID-19 in Beijing, manufacturers are concerned about their ability to participate smoothly in the exhibition?<\/div>
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The Beijing outbreak began last week at the Xinfadi wholesale market and has now decreased to single-digit daily cases, but the related transmission chains and sources are still under investigation. Many provinces and cities outside Beijing require individuals leaving the city to undergo nucleic acid testing and quarantine, which may affect travel to the Shenzhen exhibition.<\/div>
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Reason 3: RELX may believe that participating in domestic exhibitions is no longer necessary. This reason is also not without possibility.<\/div>
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Last week, RELX cited Nielsen data showing that its market share in 19 new first-tier cities reached 69%.<\/div>
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In Blue Hole's quarterly brand awareness ranking, RELX ranked first in Q1, occupying 63%.<\/div>
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From these two data points, it is clear that RELX is indeed a leading brand, and whether it is necessary to participate in exhibitions is certainly worth considering.<\/div>
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Reason 4: RELX has no new products to launch this year, making participation in the exhibition unnecessary?<\/div>
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Currently, RELX has launched four products: one classic model, two Alpha models, three Smart models, and four Infinite models. There have been no particularly new releases this year, and participating in the exhibition would only showcase existing products, making the lack of new releases seem less necessary?<\/div>
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The above reasons are merely speculations from Blue Hole and have not been confirmed by official sources, for reference only.<\/div>
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Analysis: What impact will RELX's non-participation have on the exhibition?<\/div>
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1. The vacancy of a 540 square meter booth raises the question of who will fill the gap, as it cannot be left empty.<\/div>
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2. The absence of a leading brand may affect the quality of the exhibition, which remains uncertain at this point. From last year's Shenzhen and Shanghai exhibitions, RELX's booth indeed attracted the most visitors.<\/div>
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3. Other brands may be pleased, as the top five brands will receive more attention; RELX's absence is not necessarily a bad thing.<\/div>
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4. Some brands may follow suit and withdraw from the exhibition; the absence of a leading brand may trigger panic in the industry, leading some brands to cancel their participation.<\/div>
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