RELX New Product Launch: RELX Alpha Debuts Grandly

On March 31, RELX held its “Savor My Moment” 2019 new product launch and first fan festival in Shenzhen. At the event, RELX officially unveiled its new 2019 pod-based vaping device, the RELX Alpha (RELX α). According to RELX CEO Wang Ying, the product was developed based on RELX’s fully in-house extraction-release technology, with the goal of upgrading the user experience and advancing the industry.

At the same time, RELX Chief Product Officer Chen Chen and e-liquid R&D expert Jiang Xingtao also shared RELX’s R&D achievements and safety standards in areas such as “extraction-release technology, e-liquid development, and product quality inspection.” In addition, RELX hosted a fan-exclusive celebration for users, with many fans known as “RELXers” traveling from across the country to Shenzhen to share their own “RELX stories.”
In-house R&D: extraction-release technology simulates authentic taste

Because the atomization method of e-cigarettes differs greatly from the combustion method of traditional tobacco, how to make e-cigarettes deliver a more realistic taste has become a technical challenge the entire industry is trying to solve.

According to reports, the newly launched RELX Alpha uses extraction-release technology. RELX Chief Product Officer Chen Chen explained that one of the key factors determining e-cigarette taste is “draw resistance.” Without sufficient draw resistance, the experience cannot feel realistic. One of the core applications of the extraction-release technology—the Alpha’s annular airflow channel design—specifically addresses this issue of “resistance.” The Alpha annular airflow design incorporates multiple technologies developed by RELX. At the same time, the longer airflow path allows more air contact, helping better bring out the layered character of the vapor.

In addition, the Alpha annular airflow channel features a highly frictional inner wall and a barb-like structure that can effectively trap condensation, “making every puff smooth and pure.” At the same time, through extraction-release technology, the RELX Alpha uses a “closed pod” structure that is sturdier and better at preventing burnt hits and leaks.

User-friendly design with five flavor options

To improve the overall experience, the new RELX Alpha introduces the design concept of “round heaven, square earth” in its industrial design—the body lines are more rounded, while the waistline is slim and elongated. Functionally, in addition to retaining the classic air-activated switch, the new product also adds a vibration reminder to prevent excessive intake, while the charging port has been upgraded to Type-C for greater convenience.

In terms of flavors, RELX Alpha launched with five options, including “Fragrant Roasted No. 1 Tobacco” and “Glacier Spring Mint,” while also continuing “Mung Bean Ice,” along with “Mango Pomelo Sago” and “Concubine Lychee Ice.” At the event, RELX recreated immersive scenes that allowed experience participants to “travel across time and space” to the eras and places associated with the five ingredients, creating a unique sensory getaway.

Strict quality control and high standards to ensure safety

At the launch event, Wang Ying responded to concerns about product quality and safety standards. She said, “Any emerging industry will attract a large number of competitors. In 2019, e-cigarettes entered a fast lane of development, but RELX wants to slow down, focus on building a strong foundation, and devote more energy to refining product quality and improving user experience. We have always used exacting standards to ensure product safety.”

According to Wang Ying, RELX invested heavily in building a laboratory of more than 300 square meters that meets CNAS laboratory certification requirements. It is equipped with R&D and analytical testing instruments such as GC, GC-MS, UPLC, density meters, and refrigerated centrifuges, and the company has established five R&D platforms covering flavor creation and innovation, research and application of core raw materials, chemical analysis and testing, and pharmacological activity research, among others.

For e-liquid, RELX referred to relevant EU e-cigarette requirements and standards, and selected the third-party testing agency Pony Testing Group to conduct nine rounds of testing on RELX e-liquid using national analytical standards from China’s food industry. “Holding ourselves to the highest existing standards is both our responsibility and RELX’s guiding principle,” she said.

In addition, Wang Ying said that as a member of the e-cigarette industry, RELX firmly supports the introduction of relevant national standards. She believes that once regulation is implemented, the entire new tobacco industry will usher in healthy and orderly development, and RELX will continue sparing no effort in maintaining strict quality control and contributing to industry standardization.

#p#Page Break#e#Staying within ethical boundaries: RELX advocates the “Guardian Program”

In a new industry, corporate self-discipline is especially important. It is reported that since its founding, RELX has established a “Social Responsibility Leadership Group” to proactively take on social responsibility. Addressing the serious issue of youth smoking, Wang Ying said: “RELX firmly supports and upholds tobacco control measures in all regions, and firmly opposes the sale and marketing of e-cigarette products to minors. RELX adheres to ethical bottom lines and strict self-discipline, cutting off the possibility of e-cigarette products being sold to minors through marketing channels, product labeling, technological innovation, and other measures.”

In addition, RELX launched the “Guardian Program,” which, while promoting industry self-discipline, also actively participates in broader efforts to protect minors.

Liu Yufeng, Executive Vice Chairman of the China Electronics Chamber of Commerce, once stated that e-cigarettes are the result of technological innovation, and that their technological development and safety require time to mature. He suggested that relevant authorities formulate a development outline for China’s e-cigarette industry, strengthen exchange mechanisms, establish industry standards, support technological innovation in e-cigarettes, actively respond to international competition, and promote sound industry development.

The new RELX product is now available for sale immediately through multiple platforms, including e-commerce platforms and distributors. Official WeChat for purchasing the new RELX Alpha: f2016115. Official phone: 17682343645.