RELX Remains No. 1, LAMI Surges to No. 2, Bode Ranks Third; China's Q3 Vaping Brand Rankings

November 18 news, electronic atomization new mediaBlue HoleWith brand reputation big data research institutionsDigital Brand List (DBRank)Today, the third quarter mental share ranking of China's e-cigarette brands was jointly released. This list is the third quarter of 2021.

Starting from the second quarter of last year, we have adopted the digital brand assets of the current quarter as the ranking basis, rather than using past data to rank, mainly to better reflect the brand's operations and instant feedback in the current quarter, so that we can better reward brands in the current quarter. Brands with outstanding performance can also be eliminated from the historical list.

Readers should also note that the brand mentality rankings will change every quarter, and are not the same as you think.

Both parties promise that this list will be produced based on original real data without any manual intervention or commercial operations.

Data source and analysis explanation

Data description:This list is generated based on the proprietary computing model of the digital brand list, covering news media, information websites, news clients, Weibo, WeChat and other platform accounts, Zhihu and other content platforms, and based on media reports and user UGC content to calculate the brand's user mental possession status.

The data observation window for this season's list report is from July 1, 2021 to September 30, 2021.

Indicator description:Based on the unique insights and research of the digital brand list, we use DB as the unit of measurement to measure and measure the brand's user word-of-mouth evaluation status on social media. FEAT model for calculating the digital value of brands in the social media era:

Favorability-an indicator of the audience's emotional disposition;

Engagement-a measure of audience involvement;

Activity-an indicator to measure the efficiency of information diffusion;

Timeline-A measure of the degree of decline in influence.

Therefore, the digital value of a brand (i.e., the total DB value) is the sum of the products of "communication × participation × favor × timeliness" of each article related to the brand.

Based on DB values, we compare different brands in different definition dimensions, so as to obtain the brand's mental share in users 'minds, making the communication effect of the company measurable and making the user's word-of-mouth more realistic.

China's e-cigarette 2021 Q3 Brand Mind List

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Blue Hole Comments:
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Careful readers should notice that only 17 brands were on the list in the third quarter, and there were 28 more in the second quarter, a decrease of 40%.

The brands that fell out of the list were the lack of citation dissemination data. Although some data would be generated, they ultimately accounted for 0 in terms of mental share, which was ignored, so they fell out of the list.

From a policy perspective, on March 22, the Ministry of Industry and Information Technology announced that e-cigarettes were planned to solicit opinions on cigarette management, causing a shock in the e-cigarette industry. On May 26, the National Health Commission issued a report stating that there was sufficient evidence that e-cigarettes were unsafe and caused experts to question it., the e-cigarette industry immediately entered the downward channel this year.

From an industry perspective, many e-cigarette brands have stopped opening stores and subsidies, and even adopted Buddhist operations and no longer carry out daily operations.

Judging from offline terminals, sales of the e-cigarette stores surveyed have dropped for seven consecutive months. As the lease expires, there may be a wave of store closures at the end of the year.

The list has been marked with quarter-on-quarter trends: three states: rising, declining and unchanged, so that you can refer to the brand's performance in two consecutive quarters.

Let's briefly comment on individual brands.

1. Yueshi continues to rank first, and its share increased by about 7% compared with the previous quarter. It was 74.8% in the previous quarter and 82.5% in this quarter. The main increase comes from Yueshi's launch in the third quarter of e-cigarette blank ammunition recycling and funding activities to return to Northeast China. These two matters have played a leading role in the industry, and public welfare events have also been reported by a large number of authoritative media.

2. Raimi entered the top three for the first time, soaring from 18th in the second quarter to second in the third quarter, which can be said to be the speed of a rocket. The reason is that the mention of related topics and topic planning of Laimi has increased significantly this quarter. Whether it is Laimi itself or the planning of the Lingjia HNB brand, there has been a significant increase compared with the second quarter, especially the brief history of the development of e-cigarettes in the world., cleverly implanted Laimi products. Although it is too boastful, it is very clever in terms of communication. Judging from the circle of friends of Remi CEO, all employees and agents, we can indeed see that the brand carried out large-scale brand planning in the third quarter.

3. Platinum rose 3 places to rank third. This quarter, Platinum still relied on the residual heat of PMTA to create communication incidents many times. For example, the FDA still has 7% unaudited and 2% unaudited lists. Platinum cleverly grasped relevant topics to spread the news. This is understandable. It has not been rejected by the FDA. It is in itself an endorsement. Platinum is just a straw boat borrowed from Zhuge Kongming, but some people are worried about what to do if it is really rejected. Who cares? I have wine today and I am drunk today, and I will worry tomorrow.

4. Ono remained unchanged and ranked fourth. There are not many highlights, but the two major celebrities Luo Yonghao and Edison Chen allow Ono to maintain his daily popularity.

5. Only it rose 7 places to rank fifth. In the third quarter, it released new product X and new brand Xinbee. Benefiting from the grand launch conference and the new brand's hype, it once again entered the top five. Unlike Remi and Platinum, it adopted a product release strategy to promote topic communication.

6. Pomelo fell 1 place to rank sixth. In the third quarter, grapefruit was continuously sorting out internal affairs and cultivating internal skills, and there was not much external publicity.

7. Magic Flute dropped 4 places to rank seventh. Magic Flute entered the top three for the first time in the second quarter. Thanks to the launch of a number of new products, the third quarter was slightly silent. Magic Flute is better than product research and development, and needs to be clearer in terms of external communication.

8. The VAZO ranking rose 5 places to rank eighth. VAZO has once again entered the top ten, which is related to its frequent joint launch of new products with well-known IPs.# p#pagination title #e#

9. Bolan continues to rank ninth. There are not many highlights, but most of them are regular communication.

10. Xiwu dropped 8 places to rank 10th. From second place in the second quarter to tenth place in the third quarter, the highlights of the happy fog decreased in the third quarter, and the ranking dropped normally.

11. Extreme feeling continues to rank 11th, while non-self and MYX have both dropped in rankings, both falling out of the top ten.

12. Fu Lu, Xuejia and Long Wu re-entered the TOP 20 list, and Fu Gou continued to rank 17th.

13. Some newly created brands actually made a lot of moves in Q3, such as COEE Keyi, Musse, etc. However, due to the limitations of the list rules, data monitoring is not included before the start of the quarter. Relevant data can only be reflected in the fourth quarter. However, whether it can enter the list depends on the situation of each person.

Limited by space, this is the case for individual brand reviews.

Again, the Blue Hole Mental Ranking reflects the amount of relevant information and mention rate of brands on WeChat, Weibo, Zhihu and Today's Headlines, industry websites and public websites. It does not represent true market share or shipments. It is only for everyone's reference in terms of brand.

I hope that all brands will treat them with a normal mind. I also hope that all brand agents will treat them with a normal mind.

Overall, brands that can continue to stand in the rankings may have new product releases, store opening policies, and more distinctive strategic communication.

Just because brands are not on the list does not mean that development is not good, but nothing happened in the third quarter.

In addition, the blue hole rankings will never be entered into the universal distribution, nor will it include long-term e-cigarette industry media public account data into monitoring.At present, many media public accounts that have been browsed have been blacklisted.

In other words,No matter how many articles you post on these fake public accounts, you will not produce any data in the end and have no effect on the rankings. Because, as you know yourself, that's a false reading number.

Every time we have to emphasize that the Blue Hole rankings do not accept any commercial sponsorship or requests for help.

In addition, repeat the important words and don't ask us how the rankings are calculated again.

This list is generated based on the proprietary computing model of the digital brand list, covering news media, information websites, news clients, Weibo, WeChat and other platform accounts, Zhihu and other content platforms, and based on media reports and user UGC content to calculate the brand's user mental possession status.