RELX

The e-cigarette industry is unique. Ninety-five percent of the world's e-cigarettes come from China, but the consumption of these products in China is less than 10% of the global total, far behind the consumption level of traditional cigarettes in our country.

Reasons for this include:

On one hand, domestic consumers do not have enough understanding of e-cigarettes;

On the other hand, the development of domestic brands started relatively late.

Taking this opportunity, I will briefly introduce five relatively good domestic brands as a starting point for discussion:

1. RELX.

Since its establishment in 2017, RELX launched its products in 2018 and has received significant funding, spending a lot of money in the market and gaining the largest market share in China. From the first generation to the fourth generation, products have been launched rapidly, but currently, the highest market share remains with the first generation, while the second, third, and fourth generations are less popular. This issue has puzzled RELX.

Although the first generation has issues like oil leakage, it is inexpensive, has strong atomizer output, and provides a pleasant experience as long as you don't mind oil suddenly spraying into your mouth. The cost-performance ratio is good, and there are more flavor options.

The second-generation Alpha product had many early defects, including leaking cores;

The third-generation Lingdian product is comprehensive, featuring a beautiful device and a new C-type airway, but its price is nearly double that of the first generation, which deters consumers. Moreover, the app features have been cut down, making it less cost-effective. Objectively speaking, the design of RELX Lingdian is still quite good, with the shell generally made of aluminum alloy and metal anodizing technology.

The fourth generation's new Infinite appearance is not very attractive. The pods use the MESH technology, which is relatively stable.

2. YOOZ.

YOOZ is an e-cigarette produced at the end of 2018. In terms of appearance, it is stable, square, and rich, with a simple structure and relatively low cost control. The product's market positioning matches its basic situation, focusing on a low-price competitive strategy.

In terms of product experience, low-end customers can still accept the design of RELX Lingdian. The shell is generally made of aluminum alloy and metal anodizing technology. The pods use MESH technology, which is relatively stable. Generally speaking, this product is comparable to others in the same class, same era, and same factory.

3. RESSMO.

RESSMO is a new product launched at the end of 2019. I heard about this product at an exhibition in Shenzhen. Its unique surfboard shape makes it different from all other e-cigarettes. It uses a zinc alloy shell, which stands out in terms of feel and texture. The V-shaped mouthpiece allows for easy inhalation. The pods use fourth-generation MESH technology, with a similar probability of leaking as RELX Lingdian. The cost-performance ratio is moderate, suitable for young people and those with high demands for product design and quality.

4. SNOWPLUS.

SNOWPLUS was very popular in nightclubs early on, with a small appearance and a rubber paint surface treatment that feels good. The flavor may not be very accurate, and I don't know how it has improved since then, as I stopped using it later. Oil leakage needs improvement, and resistance stability needs enhancement. It was said that modifications have been made, and the extended body compensates for the previous lack of standby time. Overall, SNOWPLUS is also a good device.

5. FLOW.

FLOW was initially promoted by Luo Yonghao, but the pod system product was really poor, with a high leakage rate that should be among the industry's highest. Later, Luo Yonghao distanced himself from it and founded Xiaoye, after which FLOW's disposable e-cigarette with a dual-color model became popular. After all, this is an era that values aesthetics. It was said that the pods have been optimized, but there are many stocks on the market, making it hard to guard against.

In summary, domestic brands are still in the early stages of development, with significant room for growth and many areas needing improvement. I hope the above sharing can spark discussion. If there are any errors, please correct me. Don't be harsh!