2018 China Pod Device Market Analysis Report
1. The pod device market is spreading like wildfire. Strictly speaking, the earliest cigarette-style products were the prototype of today's compact pod devices. With advances in technology, changing times, and evolving consumer demands, larger cloud-chasi
1. The small e-cigarette market is growing rapidly
Strictly speaking, the initial imitation cigarettes were the prototypes of small e-cigarette devices. With the development of technology and the times, as well as consumer demands for functionality, large vapor devices gradually occupied the main market for e-cigarettes. However, one undeniable fact is that although small e-cigarettes have been "neglected," their production volume remained strong from 2013 to 2017 (the period when large vapor devices rose and developed comprehensively). Major domestic e-cigarette brands (such as Aspire, SMOK, and OFRF) primarily focus on developing large vapor devices, but they still release one or two small e-cigarette devices each year. Since mid-last year, the small e-cigarette market has reignited like a spark.
2. Market status
1. Development trends of small e-cigarettes
In April 2018, the Shenzhen International E-Cigarette Expo set up a separate Hall 6 for small e-cigarettes. According to incomplete statistics from e-cigarette news, there were about a hundred types of small e-cigarette devices at the expo. The production of small e-cigarette devices began to grow at the end of 2017, indicating an increasing market demand for small e-cigarette devices.
3. Competitive analysis of the market
1. Number of small e-cigarette brands
Just like when large vapor devices first came out, various e-cigarette brands' large vapor products emerged like mushrooms after rain; as market demand gradually shifted to small e-cigarettes, there are now countless brands focusing on small e-cigarettes. In terms of technology, small e-cigarette devices do not require as many functions as large vapor devices, so the technical barriers to entering the small e-cigarette market are relatively low. Consequently, more and more small e-cigarette brands want to share the "cake," and among them are products with high technical content.
Major domestic brands like Aspire, SMOK, OFRF, and Kangertech have been highly sought after in the market since last year. Brands like Laan, which focus on small e-cigarettes, and ZQ e-cigarettes, which emerged alongside nicotine salt e-liquids, are also products that meet market demand.
The number of small e-cigarette brands at the Shenzhen expo in April this year was astonishing. However, these small e-cigarettes also have a significant drawback: excessive external competition and lack of standout features. This is a regret for the first half of 2018.
4. Reasons for the renewed focus on small e-cigarettes
1. Support from national "anti-smoking policies." Although the purpose of issuing "smoking bans" in various regions is to help people quit smoking rather than to regulate e-cigarette consumption, the process of achieving this goal will leverage e-cigarettes as a medium.
2. Portability of small e-cigarette devices. They are easy to operate, ready to use or just a button press away; their compact design makes them convenient to carry, thus better meeting the needs of smokers.
3. Compatibility with nicotine salt e-liquids. Due to the characteristics of nicotine salt e-liquids, they better meet the needs of those trying to quit smoking.
4. Better taste. Small e-cigarettes are more suitable for smokers' taste preferences compared to large vapor devices.
5. Small e-cigarettes resemble decorative items with smoking cessation functions, satisfying both the physiological need for nicotine and the psychological acceptance of smoking.
6. Awareness of health. Smokers or their families' awareness of health smoking requirements indirectly promotes the consumption of smoking cessation products.
5. Operational strategy for small e-cigarettes
In China, the promotion of e-cigarettes is limited to reviews, including collaborations with major e-cigarette forums and media personalities to produce articles or videos, including creative videos and usage operation videos.
This year, some e-cigarette brands have also engaged in cross-promotion, such as SMOK sponsoring race car drivers, collaborating with OFO to launch monthly passes; Aijiao crossing into film production to launch movie-themed e-cigarettes; OFRF partnering with the movie "New Wu Long Courtyard" to create a national brand with Wu Jing. Although these are promotional efforts from the brand side, they can also bring publicity effects to the products under the brand.
6. Conclusion
Based on the analysis above, e-cigarette news concludes that the rapid development of the small e-cigarette market presents both opportunities and challenges for e-cigarette companies. With excessive competition among brands, it is difficult to establish a foothold in the market without standout technology. On the other hand, the abundance of competing brands means that the small e-cigarettes launched are often similar, so consumers will generally consider two factors when choosing where to spend: price and design. When hardware conditions are similar, the cheaper option tends to win; when prices are similar, creatively designed products that look upscale are more likely to capture the market. Therefore, one must either win with advantages (unique features), win with price, or win with craftsmanship.
Strictly speaking, the initial imitation cigarettes were the prototypes of small e-cigarette devices. With the development of technology and the times, as well as consumer demands for functionality, large vapor devices gradually occupied the main market for e-cigarettes. However, one undeniable fact is that although small e-cigarettes have been "neglected," their production volume remained strong from 2013 to 2017 (the period when large vapor devices rose and developed comprehensively). Major domestic e-cigarette brands (such as Aspire, SMOK, and OFRF) primarily focus on developing large vapor devices, but they still release one or two small e-cigarette devices each year. Since mid-last year, the small e-cigarette market has reignited like a spark.
2. Market status
1. Development trends of small e-cigarettes
In April 2018, the Shenzhen International E-Cigarette Expo set up a separate Hall 6 for small e-cigarettes. According to incomplete statistics from e-cigarette news, there were about a hundred types of small e-cigarette devices at the expo. The production of small e-cigarette devices began to grow at the end of 2017, indicating an increasing market demand for small e-cigarette devices.
3. Competitive analysis of the market1. Number of small e-cigarette brands
Just like when large vapor devices first came out, various e-cigarette brands' large vapor products emerged like mushrooms after rain; as market demand gradually shifted to small e-cigarettes, there are now countless brands focusing on small e-cigarettes. In terms of technology, small e-cigarette devices do not require as many functions as large vapor devices, so the technical barriers to entering the small e-cigarette market are relatively low. Consequently, more and more small e-cigarette brands want to share the "cake," and among them are products with high technical content.
Major domestic brands like Aspire, SMOK, OFRF, and Kangertech have been highly sought after in the market since last year. Brands like Laan, which focus on small e-cigarettes, and ZQ e-cigarettes, which emerged alongside nicotine salt e-liquids, are also products that meet market demand.
The number of small e-cigarette brands at the Shenzhen expo in April this year was astonishing. However, these small e-cigarettes also have a significant drawback: excessive external competition and lack of standout features. This is a regret for the first half of 2018.
4. Reasons for the renewed focus on small e-cigarettes1. Support from national "anti-smoking policies." Although the purpose of issuing "smoking bans" in various regions is to help people quit smoking rather than to regulate e-cigarette consumption, the process of achieving this goal will leverage e-cigarettes as a medium.
2. Portability of small e-cigarette devices. They are easy to operate, ready to use or just a button press away; their compact design makes them convenient to carry, thus better meeting the needs of smokers.
3. Compatibility with nicotine salt e-liquids. Due to the characteristics of nicotine salt e-liquids, they better meet the needs of those trying to quit smoking.
4. Better taste. Small e-cigarettes are more suitable for smokers' taste preferences compared to large vapor devices.
5. Small e-cigarettes resemble decorative items with smoking cessation functions, satisfying both the physiological need for nicotine and the psychological acceptance of smoking.
6. Awareness of health. Smokers or their families' awareness of health smoking requirements indirectly promotes the consumption of smoking cessation products.
5. Operational strategy for small e-cigarettesIn China, the promotion of e-cigarettes is limited to reviews, including collaborations with major e-cigarette forums and media personalities to produce articles or videos, including creative videos and usage operation videos.
This year, some e-cigarette brands have also engaged in cross-promotion, such as SMOK sponsoring race car drivers, collaborating with OFO to launch monthly passes; Aijiao crossing into film production to launch movie-themed e-cigarettes; OFRF partnering with the movie "New Wu Long Courtyard" to create a national brand with Wu Jing. Although these are promotional efforts from the brand side, they can also bring publicity effects to the products under the brand.
6. Conclusion
Based on the analysis above, e-cigarette news concludes that the rapid development of the small e-cigarette market presents both opportunities and challenges for e-cigarette companies. With excessive competition among brands, it is difficult to establish a foothold in the market without standout technology. On the other hand, the abundance of competing brands means that the small e-cigarettes launched are often similar, so consumers will generally consider two factors when choosing where to spend: price and design. When hardware conditions are similar, the cheaper option tends to win; when prices are similar, creatively designed products that look upscale are more likely to capture the market. Therefore, one must either win with advantages (unique features), win with price, or win with craftsmanship.
