FLOW Fulu Launches SUSHI Sub-Brand: 3 Ceramic Pods for 69 Yuan

On July 5, it was reported that the well-known domestic e-cigarette brand FLOW Fulu held a product launch conference in Zhengzhou on July 4, officially announcing the launch of its sub-brand SUSHI and new pod products to enter the affordable segment of the industry.

Regarding the launch of SUSHI, FLOW Fulu and SUSHI CEO Zhu Xiaomu stated:

The e-cigarette industry is constantly turbulent, and brands need to have a keen sense and awareness to cope with changes that may occur at any time. They also need to maintain a sense of crisis and plan their brand layout in advance. The launch of this sub-brand is our foresight that the industry will eventually fall into a price war and development bottleneck. Therefore, we started preparing for the SUSHI project early, waiting for this day to come, and we will be the first to break the deadlock.

The market price for the SUSHI pod kit is set at 169 yuan per kit (one device and one pod); the promotional sales price fluctuates around 40% off the retail price; the pods are priced at 69 yuan per box (3 pods per box). It is understood that although the SUSHI series is positioned as an affordable product, it still leaves sufficient profit margins for distributors.
 
Readers may have noticed a key point: the price of SUSHI pods has dropped directly to 69 yuan per box, which is quite rare among mainstream brands, as the majority are priced between 80-99 yuan. Some may argue that the soft mist series pods launched by the industry leader RELX are priced at 20 yuan each, which is even more advantageous.

Of course, if we only consider the price, the soft mist may be the strongest among mainstream brands, but discussing price alone without considering pod structure is one-sided. It is important to emphasize that the SUSHI series pods use a more widely adopted ceramic core instead of a cotton core.

As we all know, due to the production costs of ceramic cores and considering channel distribution, the operational space for pricing ceramic cores compared to cotton cores is limited. Even leading brands like RELX and YOOZ have launched low-priced cotton core pods, yet they still cannot shake the market position and pricing of ceramic cores, which shows the difficulty of reducing ceramic core prices.

Currently, the electronic vaporization industry resembles a survival game, with the continuous expansion and overflow of stores, the overall survival space in the market is shrinking, and competition is becoming more intense. To break out of the "toxic circle" and stand out in the final circle, the competition will definitely be based on comprehensive qualities such as brand support, store operations, and product advantages.

In 2019, RELX defined 99 for three pods, making city dwellers happy; in 2020, YOOZ defined 9.9 for new users, making channels happy; in 2021, FLOW launched SUSHI at 69 for three pods, making everyone happy.

Clearly, after returning six months later, the old internet celebrity FLOW Fulu once again showcased its brand heritage, creating a product that truly represents extreme cost performance to regain market voice. With the advantage of a low price of 69 yuan without compromising quality, SUSHI is bound to become a powerful weapon for FLOW Fulu in the sinking war, gaining widespread consumer favor.
 
Let's take a look at the basic parameters and craft advantages of the SUSHI pod device.

Basic Parameters

E-liquid capacity: 2.0ml

Battery life: 450mAh large capacity battery

Function: 15 puff LED reminder

Body material: aluminum alloy

Surface process: anodized body, high-precision laser perforation

Technology: labyrinth-style leak-proof design

Craft Advantages

PCTG oil chamber: PCTG environmentally friendly material, compliant with food contact management requirements

Aluminum alloy body: sturdy, solid, and made with quality materials

Anodizing process: scratch-resistant, stain-resistant, and corrosion-resistant

High-precision laser micro-holes: processed with aerospace-grade high-precision instruments to enhance quality

Laser engraving logo: finely crafted, pursuing perfection
 
Even though it is labeled as a sinking product, the various parameters of this product indicate that its quality and configuration standards have not been compromised. It is manufactured according to the standards of mainstream pod products. #p#分页标题#e#

In summary, SUSHI represents: bronze price, king quality.

It is reported that the first batch of SUSHI products has launched three colors of devices and eight flavors of pods, with the flavor selection led by the popular "Iron Sword" flavor.
 
While maintaining low prices, FLOW Fulu does not compromise on quality, which may stem from its self-built factory, YuZhi Technology.

Everyone knows that having a self-owned factory allows for better control over product quality and production capacity, without being limited by third parties. In terms of costs, it can also be controlled to the maximum extent, providing satisfactory profit margins for agents and store owners while benefiting consumers, creating a win-win situation.

FLOW Fulu may be the only brand among leading industry brands with its own factory, which is also its greatest competitive advantage for surviving and thriving in the industry.

Historically, whenever a brand launches low-priced pods, there has been criticism in the market, claiming it disrupts market prices and undermines the fundamental interests of store owners. However, considering the era where micro-businesses, counterfeit products, and generic products are all claiming to "crush original prices," making it difficult for legitimate specialty stores to survive, implementing a counter-strategy of offering lower prices and higher quality products to retain users may not be an ineffective approach.

As Zhu Xiaomu said: When the industry market begins to form a temporary saturation and internal competition, rather than continuously breaking prices and affecting the industry ecology, it is better to innovate and launch products suitable for the current environment to break through. There is still a large space in the sinking market to cultivate consumer awareness; only when the audience is sufficiently expanded can distributors have greater survival and development space.
 
In addition, the factory director of YuZhi Technology, Fan Jianming, is an industrial designer by training. His belief is that a good designer should not just keep design on paper; good design should be better implemented. Having a factory is the most direct way to implement design, and the perfect integration of design and production can deliver better products to consumers.

In terms of ceramic core research and development, Fan Jianming revealed that although ceramic core technology is already quite mature, YuZhi Technology has developed more advanced technology in the ceramic core field, establishing its own colorful ceramic brand HUE and obtaining patents.

This ceramic core utilizes advanced color ceramic technology, undergoing hundreds of professional laboratory tests and tuning thousands of formulas, ultimately successfully developing multi-colored ceramics. Each type of ceramic core is suitable for different flavored pods, maximizing the flavor and taste of each e-liquid through ceramic cores with different porosities.

Zhu Xiaomu and Fan Jianming believe that having a self-owned factory is the lifeline of FLOW Fulu. With design and product quality control in their own hands, the future path of FLOW Fulu will be more sustainable.
 
In line with FLOW Fulu's consistently open brand thinking, the launch of SUSHI also redefines the franchise model. It is understood that unlike the past focus on opening brand specialty stores, brand collection stores, trendy product stores, 3C accessory stores, and even specialty stores of other e-cigarette brands can all introduce SUSHI, which undoubtedly further accelerates the expansion speed of the sinking market.

With stable quality output, a consumer-friendly price positioning, and a new franchise model, whether FLOW Fulu can successfully break the industry deadlock with SUSHI remains to be seen.

This article is reprinted from Landong New Consumption.