What Makes RELX Better Than Other Brands?

From two aspects.

Brand: RELX started early, established in January 2018, initially penetrating from large smoke players and setting up RELXSTORE specialty stores by the end of 2008.

By the end of Q2 2019, there were over 1,000 specialty stores. In the same year, small brands rapidly rose through online sales platforms, finding OEM factories, establishing telemarketing departments, buying some traffic ads, and then taking orders for delivery.

Before Double 11 in 2019, all brands prepared their ammunition, waiting for the battle to begin. Who knew that the Tobacco Control Bureau and the State Administration for Industry and Commerce jointly issued Document No. 1.

From then on, there was a wail, and a watershed was drawn.

With the advantage of offline store layout, RELX restructured its online department and focused on developing offline channels. Since the early users of e-cigarettes were fashionable young people and KOLs (Key Opinion Leaders) in their social circles, RELX's psychological market share once rose to over 70%, meaning RELX is equivalent to Apple and Huawei in the smartphone market.

Furthermore.

Secondly, the products. RELX currently sells seven types of products (the 49 yuan light wind is not shown in the picture, recommended for beginners).

The colorful is a disposable pod, priced at 39 yuan. Previously made of black plastic material, it was unattractive and hard to draw. In Q2 2020, it was upgraded to a colorful metal rod, and sales have been quite good.

RELX's first generation accounted for over 95% of total sales before the launch of Phantom/Infinity. The 299 yuan kit (one rod, two pods) is currently circulating in the market at around 100 due to replacement reasons, and those who do not buy can still give it a try.

Due to its early release, only one new flavor has been updated in the past year, and it is preparing to be phased out.

RELX Infinity, priced at 268 yuan per rod, is an exclusive channel product provided by RELX's brand owner, Aishide No. 1 machine, which once became popular. With strict quality control and minimal leakage, this product has opened over 3,000 specialty stores nationwide (visually, there is almost no difference; most of the store light boxes for No. 1 machines are Infinity products, while dealers' stores mainly sell Phantom or first-generation products).

RELX Phantom, priced at 268 yuan per rod, is currently the reigning king, with good quality control and almost no leakage. Additionally, the rod's indicator light first uses a battery level scale, reducing battery anxiety. In fact, this product's battery is really more durable, and a full charge can last about two days.

RELX Alpha and Lingdian have a smaller user base and will not be evaluated.

In summary, by leveraging brand influence to enter the national market, even penetrating into counties and towns. Due to seizing the opportunity, the product series updates are also quite comprehensive, and the psychological market share among users is very high. Subsequently, brands like MOTI and LIL have also emerged with impressive features and selling points, but dividing a larger market share is indeed a bit challenging.