Boulder Develops Distinctive Flavors to Break Vaping Industry Aesthetic Fatigue
Fresh experiences, high repurchase rates, and a potentially large consumer base... Since 2019, a surge of electronic cigarette companies has emerged in China. In areas like Shenzhen's Shajing, Songgang, and Fuyong, hundreds of factories produce over 90% of the world's electronic cigarettes. This phenomenon has directly led to a plethora of flavors available in the market, but most brands use the same sources for their e-liquids, making it a case of "same soup, different medicine." Electronic cigarette brands have consistently struggled to highlight product differentiation.
Flavor is one of the decisive factors influencing consumer behavior; it determines product repurchase rates and user loyalty. E-cigarette flavors not only refer to the taste that stimulates the palate but also include the richness of the flavor and the duration of satisfaction. For instance, a certain brand's mint flavor leans more towards spearmint rather than pure cool mint. So, how significant is the difference between different mint flavors? The former tastes like toothpaste, while the latter resembles the flavor of Wrigley's gum.
To stand out in the e-cigarette market, it is essential to create products with distinctive brand flavors. Boulder has a significant advantage in this aspect of flavor differentiation. Boulder’s uniqueness lies in its adherence to a "full industry chain" strategy. Unlike other brands that rely on OEM/ODM manufacturing models, Boulder is one of the few brands in the industry capable of independent research, design, and production. Additionally, Boulder has laboratories in both Shenzhen, China, and New Jersey, USA, with R&D personnel and experienced flavorists making up one-third of the company's workforce, leading the industry in both hardware facilities and talent reserves.
The two core factors influencing e-cigarette flavors are nicotine salt technology and atomization cores. In terms of nicotine salts, after multiple rounds of screening and optimization in the laboratory, Boulder ultimately adopted "C2H3NO2" to replace the "benzoic acid" and "citric acid" components found in most small cigarette products on the market, thus mastering a unique nicotine salt technology—sea salt nicotine. C2H3NO2 is an amino acid, and using this acid can significantly enhance the flavor of the e-liquid. Sea salt nicotine made from it can improve transmission efficiency, enhancing the absorption rate and flavor experience of the e-liquid, providing consumers with a more pronounced throat hit and layered experience.
For example, Boulder’s newly launched dandelion series last year uses Boulder’s independently developed sea salt nicotine. The dandelion series is another pod-based e-cigarette product positioned more towards the young and fashionable demographic, following the new amber series. Compared to other nicotine salt products, e-cigarettes using sea salt nicotine have a richer flavor profile and a noticeable improvement in smoothness. It is reported that Boulder has invested over 100 million yuan to purchase 15 automated production lines, establishing a full industry chain for nicotine and nicotine salt production, thus controlling the production of e-liquids. Boulder has complete autonomy in the innovation and optimization of e-liquids, earning it the title of "oil factory."
In 2020, after launching sea salt nicotine, Boulder once again pushed for innovation in nicotine salt technology. Boulder’s new nicotine salt technology is called "L-Fischer nicotine," which is a type of Fischer oil. This left-handed nicotine technology provides a stronger satisfaction with fewer puffs, allowing consumers to intake less nicotine in a given time, making it healthier and more cost-effective. The development of Fischer oil not only propels the Chinese e-cigarette industry forward but also demonstrates Boulder’s commitment to the importance of e-liquids.
In terms of atomization cores, Boulder innovatively incorporated graphene materials after referencing the characteristics of high porosity and fast atomization of printed ceramics, creating the seventh-generation graphene ceramic atomization core technology. Products using Boulder’s seventh-generation graphene ceramic atomization core technology can effectively enhance oil retention capacity and increase the amount of e-liquid absorbed by the atomization core in a fully loaded state. The improvement in atomization core technology ensures that every puff from Boulder’s products is full and rich, accurately replicating the real smoking experience.
With multifaceted technical support, Boulder has successfully established a unique e-cigarette flavor in the market. The research and development of core technologies for e-cigarette products has enabled Boulder to form a brand differentiation advantage in the industry. It is believed that under the leadership of established companies like Boulder, the e-cigarette industry will see more distinctive flavors for consumers to choose from.
