2020 China Domestic Vaping Rankings Announced

BlueHole New Consumption reported on February 24 that the electronic vaporization new media BlueHole and the brand reputation big data research institution Digital Brand List (DBRank) jointly released the 2020 annual ranking of the mental market share of electronic vaporization brands in China. This ranking is for the entire year of 2020.

Both parties promised that this ranking is based on original real data and does not involve any manual intervention or commercialization.

Data Source and Analysis Explanation

Data Explanation: This ranking is based on social media big data from the Digital Brand List and uses machine learning algorithms for statistical generation, covering four major domestic mainstream social media platforms: Weibo, WeChat, Toutiao, and Zhihu, mining user behavior information and UGC content to calculate the brand's user reputation evaluation status.

The observation window for this year's report data is from January 1, 2020, to December 31, 2020.

Indicator Explanation: Based on the unique insights and research of the Digital Brand List, we measure and evaluate the brand's user reputation on social media using DB as the measurement unit. We calculate the digital value of the brand in the social media era using the FEAT model:

Favorability — an indicator measuring audience emotional inclination;

Engagement — an indicator measuring audience involvement;

Activeness — an indicator measuring information diffusion efficiency;

Timeline — an indicator measuring the degree of influence decay.

Therefore, the brand's digital value (i.e., the total DB value) is the sum of the products of "Activeness × Engagement × Favorability × Timeline" for each article related to that brand.

Based on the DB value, we compare different brands under different defined dimensions to obtain the mental market share of the brand in the minds of users, making the communication effect of enterprises measurable and reflecting user reputation more realistically.

We also provide interesting summaries by comparing the top ten brands from 2019.

1. Only five brands have entered the TOP 10 for two consecutive years: RELX, YOOZ, Bode, Xiaoye, and Xuejia. This reflects that, whether during the noisy period of 2019 or the stable period of 2020, these five brands have a relatively stable foundation, making it not easy to enter the top ten for two consecutive years. This is a positive aspect.

2. In terms of market share, RELX increased from 53.43% in 2019 to 79.92% in 2020, significantly squeezing the space for other brands. In 2019, the small vape explosion occurred, and in 2020, most brands struggled. Bode dropped from 8.9% to 2.78%, and Xiaoye fell from 8.69% to 1.15%. This is a negative aspect.

3. YOOZ rose from 1.8% in 2019 to 3.55% in 2020, entering the challenging TOP 3 threshold. Negatively, the share is not high, but positively, it ranks second.

4. Bode is like a rock in the small vape market, stable as an old dog. It ranked second in 2019 and third in 2020. Although its share has significantly decreased, its competitors have also declined.

5. Xuejia's share has dropped, but its ranking has improved, moving from seventh to fourth. It has been low-key and mysterious, with many rumors about its closure and sale, but its ranking indicates that Xuejia is still active in the market.

6. Magic has not entered the top ten in 2019 but ranked fifth in 2020, reflecting the commendable progress of Shenzhen brands. Brands like Magic, represented by the old workhorse, focus on product development and technical reserves, but are slightly behind Beijing brands in user communication. If they can improve user perception and drive with product strength, they will have a strong stability advantage.

7. Xiaoye dropped from third in 2019 to sixth in 2020. The bad news is the drop in ranking, but the good news is that Xiaoye is back. After signing Chen Guanxi and transitioning to live streaming sales, Xiaoye was gradually forgotten by the market, but after renewing its contract with Chen Guanxi and re-entering the market, it gradually regained momentum in the second half of 2020.

8. Fei Wo, which did not make the list in 2019, ranked seventh in 2020. Fei Wo's label is quite unique, and it has always upheld a strict anti-counterfeit banner. Although it has been mocked for its small scale, it truly embodies its brand spirit, JUST LOVE, enduring through various criticisms.

9. Xihu entered the top eight in 2020, having not made it in 2019, with a share of 1.04%. 2019 was a tough year for Xihu due to e-commerce sales bans, and 2020 was also challenging due to the pandemic and management changes. Nevertheless, Xihu not only launched new nicotine salt technology but also released the new HERO product.

10. Jigan is a new brand that did not enter the list at the end of 2019 but, after a year of development, entered ninth place with a share of less than 1%, which is also worth studying.

11. Weita, which did not make the top ten in 2019, ranked tenth in 2020, which is the highest praise for the CEO's hands-on approach to brand activities. Remember this: only the CEO is the best marketing director for the brand.

12. In comparison, Fulou, VPO, Niwei, Lingxi, and Kemi dropped out of the 2020 top ten list. One can only sigh that this market is fair; if you contribute to the market, it will also treat you well. We wish: Jiangdong's young talents are numerous, and a comeback is not impossible.

13. In comparison to the number of brands on the list, there were 42 small vape brands in 2019, indicating the heat of that year. In 2020, only 30 brands made the list, indicating a significant change last year.

14. The ranking shows that the electronic vaporization small vape industry is developing rapidly and changing quickly. In just one year, a brand can disappear, and another can rise to the top three. What does this indicate? There are plenty of opportunities, and the situation can change at any time. Moreover, the shares of the top 2-7 brands are very close, and the rankings can change at any time.

Do not abandon, do not give up, is BlueHole's encouragement to all small vape brands.

Special Statement:
1: The BlueHole ranking only counts legitimate brands committed to long-term development and will never include generic brands.
2: This ranking is for reference only and does not accept any commercial sponsorship.
3: If any brand is found to have any violations, it will be disqualified from the ranking.
4: Brands that did not enter the TOP 20 may have the following reasons: insufficient data volume or not entering the monitoring database. If there are such reasons, you can scan the code to contact the assistant, and we will gradually increase the number.

2019 Annual Data Portal:

China Electronic Vaporization 2019 Ranking Released: 42 Small Vape Brands Listed

BlueHole Electronic Vaporization Tour Xi'an Station, Zhengzhou Station has begun recruiting exhibitors. You can scan the code at the bottom of the article to contact the assistant for exhibition materials.