A Big Debate on Vape Flavors Triggered by Mint

Not long ago, our article "Which e-cigarette is better? Compare it with mint flavor" caused widespread heated discussion in the e-cigarette industry and e-cigarette players. Everyone discussed several mint flavors on the market. As we all know, mint is the base oil in e-cigarettes. Mint has the effect of masking chemical flavors. Adding a certain proportion of mint tobacco oil can improve the taste of other flavors of e-cigarettes. Therefore, mint flavor is almost one of the must-choose flavors for various e-cigarette brands. However, brands that truly focus on high-quality peppermint tobacco oil have always been a gap in the market. Good mint is easy to smoke, but bad mint hurts the skull. Good mint is the level, and bad mint relies purely on cooling. Which flavors of e-cigarettes are good mint and which flavors are bad mint? All netizens mentioned several mint-flavored e-cigarettes in their messages, such as those that lift off the top of the head, those that taste too strong and sweet, and those that smoke herbal mint natural atomized e-cigarettes without coughing after smoking a thousand puffs……

The most commented on FLOW's "Sword Cutting"

It is a very hard-core cigarette bomb, known as "one sword seals the throat". One puff will be infinitely stimulating and cool to the top of the sky. A reviewer of the blowing wave e-cigarette APP said,"Zhanjian cannot continuously take large mouthfuls, only small mouthfuls." There are also netizens who don't like it too cold. They like sweet flavors and feel that it will go to the top if it is too cold. It would be best to have a sweet taste. What exactly is good mint? Most brands have mint flavors, but to make their own characteristics, they need to be blended repeatedly. Most brands of peppermint flavor are either more glycerin and sweet. Either you put too much essence and the flavor is too strong. After smoking, the room will be filled with essence and will not disperse for a long time. Either there is too much "ice", too cold, and the throat is irritated. Brands that avoid these three points of "sweet, strong and cool" are rare.

Some people like the above-mentioned mint-flavored e-cigarettes and some don't. The rise of the e-cigarette industry is booming. In just one year, there are countless e-cigarette brands. Among them, there are 13 FLOW flavors, 11 Ono flavors, and Yue Shi has an astonishing 31 flavors. Consumers will fall into "choice phobia".

At present, the e-cigarette market has a wide variety of flavors and is still increasing. Think about it, is it possible for e-cigarettes to restore dozens or even hundreds of flavors?

Some e-cigarette practitioners said,"It's not that it's impossible to make hundreds of flavors, but that the taste of some flavors is too bad to smoke. For example, coconut-strawberry-flavored e-cigarettes are very strange." In the current e-cigarette market, in terms of the development of tobacco oil flavors, weight rather than quality is important. New flavors are introduced and additions are being made. In the situation of a thousand cigarettes war, the most important thing in the e-cigarette market is to subtract taste.

There are five most important core models in positioning theory:

1: Consumers can only accept limited information

2: Consumers only like simple things and hate complex content

3: Consumers generally lack security and are worried about new products

4: Consumers 'impressions of the brand will not change easily

5: Consumers 'minds can easily lose focus

Charlie Munger once said,"The winning system goes to the extreme of almost absurdity in maximizing a single element and minimizing other elements." What is a single factor maximization? Focus on a certain element and achieve extreme amplification. For example, the book "Lean Entrepreneurship" says,"Refocus on one function of previous products and amplify it into a whole." This idea is completely different from our usual idea of being big and complete. Managers often fall into the misconception that customers need more flavors, more brands, and more choices. In other words, more extended brands. Strangely enough, you will always find more brand extension in categories with declining total sales than in categories with rising total sales.#p#Pagination Title #e#

case one

PayPal focuses on the small features of email payments

Tesla CEO Elon Marx said: "When we founded PayPal, the most important understanding came from its birth. At that time, we planned to use PayPal to provide financial services for the entire bank. This is a big, complex system."

"As a result, every time I introduce this system to others, everyone is not interested. When it was introduced that there was a small function in the system, which was to pay by email, everyone's eyes immediately lit up."

So we focused on the little function of email payment and gave up all the other functions we had envisioned, and Paypal worked." Be small, not big.

case two

The iPod only has one song listening function

Today, the iPod takes it for granted because it is so successful. Reasonably analyze this product, it actually only has one function-listening to songs. In addition, there is no function, not even the function of recording songs, or even the function of adjusting the order of listening to songs in the later stages. Simplifying the minimum elements, maximizing the matter of listening to music, and then making Apple. We compared another product of the same period with it, and Sony has produced a product that can listen to songs, record songs, watch videos, and edit videos. It can also be used as a calculator and can do anything.

But for Jobs, he just pulled out the single element of this product that could listen to music, and the result was it. As long as there is competition, no company can automatically win a market. Therefore, focus must be focused, and focus must involve sacrifice.

case III

Marlboro's male cigarette brand

Let's take a look at the time when Marlboro entered the U.S. market. At that time, there were five major cigarette brands, and all cigarettes were targeted at men and women. When advertising is actually targeted at these two types of consumer groups, which seems to be a reasonable way. This makes sense at the level of competition for the market, but makes no sense in the minds of consumers. To enter the mind of consumers, we must adopt a focused strategy, just like a sharp knife, which is easier to enter people's minds than a blunt knife. Marlboro focuses on men and becomes the only cigarette brand specifically targeted at men. How successful was Marlboro later? It became the world's best-selling cigarette brand.

It's like a rubber band. The longer it is pulled, the thinner and more fragile it becomes until it finally breaks. Don't stretch and distract you, keep your core brand focused.

In contrast, at present, various brands in the e-cigarette market have launched multiple flavors. Which flavor can occupy consumers 'minds?

There are 31 flavors on the market (each flavor accounts for 3.2%);

FLOW has 13 flavors on the market (each flavor accounts for 7.6%);

There are 12 flavors on the market (each flavor accounts for 8.3%);

Ono has 11 flavors on the market (each flavor accounts for 9%).

With so many flavors, consumers 'choice costs are too high, and they often don't know how to start, and it is difficult to win in the customer's mind.

At the recent Shenzhen e-cigarette exhibition, FLOW displayed as many as 10 flavors of disposable cigarettes alone, and new flavors are still increasing. If there is really a certain flavor that is the most popular, why not vigorously promote the most popular flavor but continue to introduce new flavors? Unfortunately, when the weapon name "Sword Cutting" is used to make mint flavors, the name has nothing to do with mint, and consumers will be confused when they see it. What flavor is this? The easiest way to enter the mind is to "maximize the single element." The key point of marketing is to focus, shrinking the scope of your business will make you strong, and chasing all your goals will make you achieve nothing.# p#pagination title #e#

It is better to be precise than to be more, and it is better to be stronger than to be bigger.

Only focused tastes can be the best quality.

In the field of e-cigarettes, is there an opportunity to create a brand of "a cigarette oil that breaks the world"? There are indeed such new brands starting to try.

Rami LAMI, which triggered a big discussion on mint flavors, showed us a possibility.

While various families have launched a war on the number of flavors and launched more than ten or even dozens of flavors, Laimi only has 6 flavors to enter the market. Moreover, four of them focus on the mint series of flavors, just as Laimi is a mint series. Representative of the flavor of e-cigarettes.

The other two flavors are a zero-nicotine product and a classic tobacco flavor.

According to common sense, players who enter later will often catch up with other brands in terms of taste quantity.

However, Laimi does the opposite. Experts who are dedicated to mint flavors and making mint field can easily let new consumers know what to choose at a glance.

Choosing very few and extremely sophisticated flavors to enter the market is bold and sharp, but it is not without risks. Because this represents the e-cigarette brand represented by Yuexie, which follows a diverse and comprehensive flavor route, and has a completely different perspective on the market. The players on both lines were all exhausted and wanted to continue running wildly. The multi-flavor system represented by Yuexie will become larger and richer. It may seem to meet everyone's needs, but in fact it will bring choices to consumers. The specialized taste system represented by Raimi chooses to only meet the market needs of one segment, and strives to achieve the ultimate in this field.

Choosing to focus on a single series of tobacco oil flavors, focusing on the polishing of mint flavors, and becoming an expert in the field of mint is exactly what a team based on technology research and development should do.

If a brand makes such a choice, it shows their determination to invest in professionalism and their confidence in R & D capabilities.

Is it an infinitely changeable move to win? Or does it seem that the "one move" in the popular comic book "One Punch Superman" can win?

All the masters are "dare to be the world after", the latecomers occupy the top, do better than others. It seemed that someone had come prepared this time.