RELX brand marketing strategies revealed—an $800 million valuation is no exaggeration
RELX, under Shenzhen Wuxin Technology Co., Ltd., was founded in 2018 by Wang Ying. Its core team comes from P&G, Unilever, L’Oréal, Huawei, Uber, and other major companies, including former Uber China leadership, industrial designers from Huawei’s smart h
RELX (悦刻), belonging to Shenzhen Wuxin Technology Co., Ltd., was established in 2018, founded by Wang Ying. The core team of the company comes from Procter & Gamble, Unilever, L'Oréal, Huawei, Uber, etc., including the head of Uber China, industrial designers from Huawei's smart hardware design, product and marketing managers from international fast-moving consumer goods giants, and internet operation experts from Silicon Valley unicorns.
In 2018, RELX (悦刻) received an investment of 38 million from Source Code Capital and IDG. In 2019, RELX (悦刻) received investment from Shanjing Capital (CEO of Chehaoduo Group, Yang Haoyong), specific details are not disclosed. Currently, RELX (悦刻) is valued at a staggering 800 million USD. In less than two years, RELX (悦刻) has achieved such great success, which is not only due to strong capital, team support, and solid product quality but also relies on a complete marketing model.
1. JD Crowdfunding Launch to Validate Product Market Acceptance
In the early stages, RELX launched through JD Crowdfunding to validate product market acceptance, successfully raising over a million. The company's product went live on JD Crowdfunding on January 25, 2018, and without any other promotion, raised 53,000 yuan in 24 hours and over 150,000 yuan in 72 hours, relying on natural traffic to enter the comprehensive recommendation list of JD Crowdfunding; by March 12, 2018, the crowdfunding ended successfully, raising over 1.08 million yuan with support from 4,962 users.
2. Collaborating with Well-Known Brands and Movies to Enhance Brand Momentum
RELX collaborates with well-known brands and movies, enhancing brand momentum through co-branded packages and celebrity endorsements. The company has collaborated with Jackie Chan in the film "Detective Dee: The Four Heavenly Kings" and with renowned young director Bi Gan in "The Last Night of Earth" to enhance RELX's brand momentum through movie IP; they also launched co-branded packages with Okamoto to further expand brand influence. Additionally, well-known singers like Pu Shu, runner-up of China’s New Rap, Nawu Ke Re, and film star Huang Jue are all users of RELX, with Pu Shu appearing with RELX in the variety show "Adventure of Life," and both Nawu Ke Re and Huang Jue featuring RELX products on their Weibo, with Huang Jue also having a stake in the company.
3. Opening Pop-Up Stores to Enhance Offline Consumer Interaction
RELX opened pop-up stores in Shanghai to enhance offline consumer interaction and increase brand influence both online and offline. The company set up RELX pop-up stores in Shanghai JOYCITY and Jing'an District's Joy City shopping center, using interactive methods to educate consumers about e-cigarette usage. The pop-up stores showcased e-cigarette devices and various flavor cartridge series, featuring artistic installations, LED screen backgrounds, cartridge claw machines, laser beam evaluation lamps, and handheld KT boards to attract consumers for photo opportunities, increasing brand social media attention.
4. Hosting Product Tasting Events for User Education
RELX actively hosts product tasting events in first- and second-tier cities for user education and to collect user experience feedback. On January 1, 2019, RELX held a product tasting event in Xi'an, explaining e-cigarette knowledge, introducing the RELX product series, and providing hands-on experiences. On March 26, 2019, RELX held a product tasting event in Lanzhou, blending fashion, trend, art, and music styles, attracting many young people's attention.
5. Online and Offline Market Synergy to Build User Communities
RELX actively expands both online and offline markets, building user communities and reaching consumers through multiple channels. RELX's online presence covers platforms like WeChat Mall, Tmall, JD, and Pinduoduo; as of January 2019, it covers over 120 cities offline, with 300 authorized outlets. By November 2, 2018, RELX had over 80 community groups, including VIP user groups, opinion collection groups, and cartridge tasting groups.
6. High-Profile New Product Launches to Capture Industry and Media Attention
RELX leverages high-profile new product launches to capture industry and media attention, increasing product and brand exposure. On March 31, 2019, RELX held the "Taste My Moment" 2019 new product launch event and the first fan festival in Shenzhen, officially launching the 2019 new pod vaporizer RELX Alpha and introducing the "Guardian Program," advocating industry self-discipline while actively participating in more areas of minor protection initiatives. #p#分页标题#e#
Note: In addition to the above five main aspects, there are other strategies such as KOL evaluations and crowd testing, which are not listed here.
By the way, RELX is recruiting agents nationwide. Friends who need to explore the market together can quickly consult us. For inquiries about RELX e-cigarette agency, please contact WeChat: hswx9981 or call our e-cigarette market manager: 17682343645.
In 2018, RELX (悦刻) received an investment of 38 million from Source Code Capital and IDG. In 2019, RELX (悦刻) received investment from Shanjing Capital (CEO of Chehaoduo Group, Yang Haoyong), specific details are not disclosed. Currently, RELX (悦刻) is valued at a staggering 800 million USD. In less than two years, RELX (悦刻) has achieved such great success, which is not only due to strong capital, team support, and solid product quality but also relies on a complete marketing model.
1. JD Crowdfunding Launch to Validate Product Market Acceptance
In the early stages, RELX launched through JD Crowdfunding to validate product market acceptance, successfully raising over a million. The company's product went live on JD Crowdfunding on January 25, 2018, and without any other promotion, raised 53,000 yuan in 24 hours and over 150,000 yuan in 72 hours, relying on natural traffic to enter the comprehensive recommendation list of JD Crowdfunding; by March 12, 2018, the crowdfunding ended successfully, raising over 1.08 million yuan with support from 4,962 users.
2. Collaborating with Well-Known Brands and Movies to Enhance Brand Momentum
RELX collaborates with well-known brands and movies, enhancing brand momentum through co-branded packages and celebrity endorsements. The company has collaborated with Jackie Chan in the film "Detective Dee: The Four Heavenly Kings" and with renowned young director Bi Gan in "The Last Night of Earth" to enhance RELX's brand momentum through movie IP; they also launched co-branded packages with Okamoto to further expand brand influence. Additionally, well-known singers like Pu Shu, runner-up of China’s New Rap, Nawu Ke Re, and film star Huang Jue are all users of RELX, with Pu Shu appearing with RELX in the variety show "Adventure of Life," and both Nawu Ke Re and Huang Jue featuring RELX products on their Weibo, with Huang Jue also having a stake in the company.
3. Opening Pop-Up Stores to Enhance Offline Consumer Interaction
RELX opened pop-up stores in Shanghai to enhance offline consumer interaction and increase brand influence both online and offline. The company set up RELX pop-up stores in Shanghai JOYCITY and Jing'an District's Joy City shopping center, using interactive methods to educate consumers about e-cigarette usage. The pop-up stores showcased e-cigarette devices and various flavor cartridge series, featuring artistic installations, LED screen backgrounds, cartridge claw machines, laser beam evaluation lamps, and handheld KT boards to attract consumers for photo opportunities, increasing brand social media attention.
4. Hosting Product Tasting Events for User Education
RELX actively hosts product tasting events in first- and second-tier cities for user education and to collect user experience feedback. On January 1, 2019, RELX held a product tasting event in Xi'an, explaining e-cigarette knowledge, introducing the RELX product series, and providing hands-on experiences. On March 26, 2019, RELX held a product tasting event in Lanzhou, blending fashion, trend, art, and music styles, attracting many young people's attention.
5. Online and Offline Market Synergy to Build User Communities
RELX actively expands both online and offline markets, building user communities and reaching consumers through multiple channels. RELX's online presence covers platforms like WeChat Mall, Tmall, JD, and Pinduoduo; as of January 2019, it covers over 120 cities offline, with 300 authorized outlets. By November 2, 2018, RELX had over 80 community groups, including VIP user groups, opinion collection groups, and cartridge tasting groups.
6. High-Profile New Product Launches to Capture Industry and Media Attention
RELX leverages high-profile new product launches to capture industry and media attention, increasing product and brand exposure. On March 31, 2019, RELX held the "Taste My Moment" 2019 new product launch event and the first fan festival in Shenzhen, officially launching the 2019 new pod vaporizer RELX Alpha and introducing the "Guardian Program," advocating industry self-discipline while actively participating in more areas of minor protection initiatives. #p#分页标题#e#
Note: In addition to the above five main aspects, there are other strategies such as KOL evaluations and crowd testing, which are not listed here.
By the way, RELX is recruiting agents nationwide. Friends who need to explore the market together can quickly consult us. For inquiries about RELX e-cigarette agency, please contact WeChat: hswx9981 or call our e-cigarette market manager: 17682343645.
