YOOZ Vape: RMB 5 Million in Sales in One Day Through WeChat Moments

As a daily-need fast-moving consumer product, YOOZ did not choose traditional e-commerce channels for marketing and promotion. Instead, it relied on its own traffic advantages to generate a large number of orders in a short period of time.

YOOZ founder Cai Yuedong told 36Kr that after leaving Tongdao Dashu, he visited Silicon Valley in the United States for research and learning, and also became involved in angel investing. “Later, after paying attention to pod vape products, I believed their function as a cigarette substitute was valuable and could deliver real results. But at the time, I had not found any product on the market with a truly good overall experience, so I decided to go all in and start YOOZ.”

Cai Yuedong began conducting market research and analysis a year earlier, basically finalized the product plan six months ago, and then started building the team. The composition of the team also had a major impact on its sales model—for example, YOOZ co-founder He Chang, formerly the founder of Huang Taiji. Both Cai Yuedong and He Chang have successful experience in launching and operating consumer projects, and both have built top-tier IPs in their respective fields, so YOOZ is highly confident about future sales.

On the product side, the core members of YOOZ’s product and technology team have 8 years of smartphone R&D experience and previously achieved annual sales of more than RMB 1 billion in overseas markets. On the channel side, the YOOZ team has also brought in outstanding talent from China and abroad, with some members having served as executives at Uber, P&G, NVIDIA, and Dell.

After half a year of coordination between R&D and mass production, YOOZ’s first product was able to launch with ready stock. Cai Yuedong believes that vaping devices are still a relatively niche concept for Chinese smokers, and promotional channels are not yet mature. Therefore, the first batch of YOOZ products was marketed mainly through a “word-of-mouth marketing” approach on WeChat Moments. In the future, the company will also focus on offline electronics stores and online e-commerce.

It is worth noting that YOOZ’s first in-stock sale was not offered as single units. Instead, it was sold in three gift package tiers: “RMB 5,800 for 18 sets,” “RMB 18,800 for 60 sets,” and “RMB 36,800 for 150 sets.”

Cai Yuedong explained that this was because YOOZ wanted to make use of the “Spring Festival gift-giving” season, allowing people to give more meaningful gifts (helping friends who smoke switch away from cigarettes). To support this, the YOOZ team developed a gift mini-program, allowing users to place orders online and send gifts directly (in the form of gift cards, with recipients able to choose their own shipping address).

At present, heated tobacco products (led by IQOS) and e-cigarettes are often confused in the market—IQOS is categorized as a heated tobacco product, and tobacco is managed under China’s state monopoly system, which private enterprises are not allowed to participate in.

“Compared with traditional tobacco and IQOS, e-cigarettes remove the main harmful substances found in cigarettes (tar, CO, condensates, etc.), and can help to varying degrees with switching away from cigarettes, quitting smoking, and reducing secondhand smoke. That was also our original intention in entering the vaping devices business.”

At the end of the interview, Cai Yuedong said that YOOZ would continue expanding into more sales channels, and that the company remains in the process of raising funds (previously funded by Cai Yuedong and other original shareholders, with cumulative investment already reaching tens of millions of RMB).

YOOZ vape is currently recruiting vape distributors and wholesalers nationwide. This opportunity in the vaping industry is not something any one person can monopolize. We hope to share it with interested partners. For inquiries, please contact the market manager by phone: 15219669859, WeChat: vapeos.