RELX Lite Breeze Colors: An Overlooked Volume Seller

At the beginning of the year, leading vaping brand RELX launched RELX Lite Breeze, a product line aimed at the entry-level market. However, RELX did not hold a launch event for this product, and after release it was only available in select pilot cities. As a result, many vaping consumers were not even aware that RELX had introduced such a product.

On September 23, RELX held its “See the RELX You Don’t See” Media Exploration Day in Shenzhen. On one hand, it introduced the newly launched brand “Yixiyun,” updates to the RELX “Galaxy” product lineup, and the new colorful version of RELX Lite Breeze first released earlier this year. This may signal that RELX is preparing to officially roll out the RELX Lite Breeze series nationwide.

A well-known figure from the mobile phone industry once said: win over the mass market, and you win the world. The reason is simple—this consumer base is huge. For internet companies, the more active users you have, the better growth story you can tell, which can in turn attract more investment and support a higher valuation.

Most of RELX’s founding team comes from internet industry backgrounds. Meanwhile, since last year, RELX’s domestic competitors—starting with YOOZ—have all been pushing into the entry-level segment and have achieved solid results. The vaping industry has also gradually reached a consensus: pods are the main source of revenue, and profitability relies primarily on repeat purchases of pods rather than device sales. Pods are consumable and habit-forming, while the device itself is increasingly just a tool. So even though the new RELX Lite Breeze Color series was only briefly mentioned in the official event materials, RELX still used this launch event to bring broader awareness to it.

The RELX Lite Breeze Color still uses a 350mAh battery, the same as the original RELX Lite Breeze. However, it now comes with five new gradient-finish device colors: Frost Pink, Fresh Green, Teal Blue, Autumn Brown, and Night Shadow. Pod flavor options will also be more diverse. If nothing unexpected happens, the pods from the original RELX Lite Breeze released earlier this year should be compatible with the new Lite Breeze Color. Using the RELX Lite Breeze series to drive volume sales could also help suppress the increasingly aggressive universal-compatible pod market.

This time, RELX is offering more choices for users who prioritize value. If RELX can also remove its bundled stock allocation policy, distributors and store owners would face less inventory pressure and would have even more incentive to sell RELX products.

The question now is whether RELX’s own factory can deliver flexible production based on actual market demand.

We will continue to follow developments and update you with more information about the RELX Lite Breeze Color.