Consumer Rights Day 3.15 — MOTI Gives Consumers Greater Peace of Mind

On March 15, 2019, the 13th China Consumer Economy Forum and the 2019 March 15 China Consumer Market Influential Brand Summit were held in Beijing. MOTI e-cigarette, as the first e-cigarette brand invited to participate in the 3.15 consumer market brand influence event, was awarded the "2018-2019 China Consumer Market Industry Influential Brand". The chairman of the China Light Industry Federation and the deputy director of the Party Building and Personnel Department attended the summit, with over 500 media outlets including Xinhua News Agency, China News Service, People's Daily, Phoenix Video, and Tencent Video covering the event.

Every year on March 15 is Consumer Rights Day, a holiday for all consumers. With widespread media attention, March 15 is a day for many consumers who face "difficulties in safeguarding their rights" to feel vindicated. For ordinary consumers, how to determine brand quality? How to choose trustworthy products? User reputation may be the most persuasive. The 13th China Consumer Economy Forum and the 2019 March 15 China Consumer Market Influential Brand Summit aimed to further create a safe and reassuring consumption environment, advocate for corporate integrity, and strive to improve product quality and service levels, building influential and trustworthy industry brands.

MOTI gives consumers peace of mind

The summit initiated a nationwide brand recommendation activity for multiple industries in the Chinese consumer market from 2018 to 2019, selecting a batch of influential brands in the consumer market through recommendations from competent authorities, big data, and online voting. As the most highly regarded e-cigarette industry in 2019, MOTI was the only e-cigarette brand invited to participate in this 3.15 consumer market brand influence event and was awarded the "2018-2019 China Consumer Market Industry Influential Brand". During the Q&A session after the meeting, MOTI's CMO revealed many insider details about the e-cigarette industry and made predictions about the 2019 e-cigarette industry landscape.

Zhenge Fund invests $10 million in MOTI

2019 is a year of full-scale explosion for the Chinese e-cigarette market, with many well-known institutions beginning to invest in the e-cigarette industry. As a popular fast-moving consumer product that addresses some smokers' needs, e-cigarettes are gradually being accepted by the public. In the second half of 2018, investors from Zhenge Fund approached the MOTI founding team. After understanding the team's industry experience and product advantages, they made the largest single investment in Zhenge's history of $10 million.

MOTI team has honed their skills for ten years

The founding team of MOTI has been engaged in the e-cigarette industry in the United States for nearly ten years, having founded or co-founded several e-cigarette brands. The brands they created, Vaporesso and Geekvape, rank among the top five in the European and American e-cigarette markets. In 2017, they launched the MT replaceable pod e-cigarette in China, which is a pioneer in the replaceable pod small e-cigarette segment, completing the first visible iteration of e-cigarettes in China from large vapor to small vapor. The MT product was not promoted in any market but occupied the number one position in the Chinese market solely through word-of-mouth.

Rapid product iteration, lifetime free replacements

By the end of December 2018, the MT product completed over 20 micro-iterations and was upgraded to the second-generation MOTI replaceable pod e-cigarette. E-cigarettes meet the body's nicotine needs while being free of tar and carbon monoxide, reducing harm to the body, making them an ideal smoking cessation product. Additionally, MOTI is portable, has a long battery life, and is convenient to use.

As an e-cigarette product, the construction is simple, with few components, making it appear to have a lower manufacturing threshold than mobile phones. However, as a consumable product that is frequently used, every detail from appearance, touch, operation, to taste interacts with consumers, making e-cigarettes a product that emphasizes user experience. Any slight difference will be perceived by consumers. E-cigarettes continuously improve and adjust their user experience through rapid iteration, meeting consumer demands. Over 80% of iterations are micro-iterations, which are often hard to notice in appearance, and brands do not specifically announce them. However, these micro-iterations reduce the likelihood of product issues and continuously enhance the user experience.#p#分页标题#e#

For e-cigarette products, the two biggest pain points are burnt pods and leaking. Through technological iterations, MOTI currently controls the burnt pod rate to around 1/1500. The issue of leaking pods is a technical challenge across the industry, and MOTI has achieved the lowest leak rate in the industry, providing users with free returns and exchanges, greatly enhancing consumer trust in the product.

Brand social image accumulation

During the 2019 Spring Festival, MOTI collaborated with the top IP national film "The Wandering Earth" as the only official e-cigarette partner, releasing officially authorized co-branded products to pay tribute to China's first hard sci-fi film with smoking cessation technology. 3,000 limited co-branded products sold out within two weeks.

CBA new season MOTI officially collaborates with the CBA's four strong Marco Polo team, utilizing the venue advantages concentrated with young people to accurately target the user group, throughout the season promoting the market education message "If you don't smoke, don't touch e-cigarettes," with live broadcasts and broadcasts on multiple media platforms including CCTV-5.

2019 trends and challenges in the Chinese e-cigarette market

MOTI's CMO also stated: Currently, there is still no perfect e-cigarette product on the market. Issues of leaking and burnt pods, as well as condensation leakage, have not been completely resolved, and significant resources are still needed for technological breakthroughs and product development.
Secondly, market education is still necessary. Compared to the mature e-cigarette market in the United States, Chinese smokers still have a long way to go in understanding e-cigarettes correctly.

2019 is the year of the explosion of small e-cigarettes. On one hand, many new brands will enter this market, helping more people recognize this category and accelerating market education. On the other hand, we estimate that by the second half of 2019, the landscape of small e-cigarettes will largely take shape, with each brand's product, channel, and marketing advantages being evaluated.