Who says they want to challenge the RELX vaping brand?

The Era of E-Cigarettes 3.0: The Pod Era

Often, we are misled by the current landscape of the e-cigarette market. A self-owned e-cigarette brand, from its inception to maturity and market launch, has almost crossed the brand trajectory we previously recognized. Especially with the arrival of the pod era, it has accelerated the rapid development of the e-cigarette industry. The root cause lies in the creation of products like cigarettes, which have gone through the trend of large vapor culture and temperature control devices, and have returned to the portable pod trend.

People-oriented, popularizing and making it easy for the public to accept

RELX entered the market in January 2018, and in just a year, the brand has matured. The convenience and speed of pods, which can be picked up and vaped immediately, have attracted a rush of consumers, while new brands continue to emerge. However, with the high homogeneity of pods, how can one stand firm and stand out in a fast-moving and tech-driven market?

The Gimme e-cigarette, launched in January 2019, has set a good example for other brands in creating a top-tier pod and establishing a differentiated brand in a short time.

1. The completeness and professionalism of the e-cigarette startup team determine how far the brand can go

Products are created by professionals, and brands are built by professional teams. The founder of Gimme, Cao Bin Ben, graduated from Shude University of Science and Technology in Kaohsiung, Taiwan, and has collaborated with well-known brands such as Marlboro, Wrigley's, Tencent, Unilever, Pepsi, and Midea, with over ten years of experience in high-end technology product design and atomization sales. He understands the smoking habits and mindset of Chinese smokers deeply, designing products based on in-depth knowledge of smokers and e-cigarette categories, leading the team to bring products to the target market. The brand partners have rich experience in market promotion and marketing strategies, having served large fast-moving consumer goods and automotive brands like Procter & Gamble, Unilever, Land Rover, and Dulux, with extensive insights into target audiences and creative experience. The modern e-liquid technology and biotechnology leaders, core product designers, and powerful channel sales personnel make up the team, with clear division of labor and a balance between internal and external factors.

2. Building a tech brand relies on technology; building a food-grade tech brand relies on technology and safe ingredients

In the development of the e-cigarette market, whether it is large vapor or the now common e-vapor pods, the combination of device and e-liquid remains fundamental. The most common complaints from users that enhance brand loyalty are: no leakage, good flavor; to be frank, this boils down to atomization core technology and e-liquid usage.

Gimme adopts condensation induction technology, pressure siphon technology, and constant temperature technology to ensure better flavor performance while addressing users' most concerned issues, achieving a product that is both user-friendly and leak-proof. The selection of e-liquids is also done with caution; every ingredient is rigorously tested and certified by professional institutions, and every flavor undergoes extensive testing with hundreds of participants to ensure maximum flavor and safety.

Thus, the birth of a food phenomenon-level innovative pod

3. Establishing a unique brand image that surpasses competitors, aligning with consumers' real needs

Only by continuously innovating and breaking through the existing pattern can we create differentiated competition. This is similar to the early mobile phone industry market. Gimme has already broken out of the existing packaging shape of e-cigarettes. Upon tearing it open, there is even a convenient carrying case that can hold three pods. This perfectly avoids the awkwardness of tech products having "flashy but useless" outer packaging, designed with the thoughts of young Chinese smokers in mind, making it both surprising and thoughtful.

4. Changing people's smoking habits to enhance their lifestyle and mental habits

Gimme e-cigarettes appear to be the only e-cigarette brand with its own IP image. Through this approach, it expresses that a person is not just an individual in absolute space, but aims to create a smoking environment that does not disturb others and is not disturbed at any time and place. Jiangxiaobai has carved a path in the liquor industry through its "young body" packaging, becoming a classic marketing case in the liquor field. Not only does it make drinking fun and interesting, but it also creates a visual scene around drinking. It remains to be seen whether Gimme e-cigarettes can leverage its deep understanding of smokers and e-cigarette categories to carve out a path in the e-cigarette field, becoming a classic marketing case in this industry.

Final Thoughts: The Pod Revolution is More Beneficial for the Development of the E-Cigarette Market

After using a pod for a while, returning to large vapor devices makes us realize the inconveniences, highlighting the success of the pod revolution. The only remaining challenge is the self-challenge among advanced DIY players and the coolness of large vapor devices. This may explain why the earliest e-cigarette brands in China have not reached the market scale and share of new tobacco products like JUUL and IQOS. Beyond market policies, what else is there? Only the current pod market can compete with HnB heated non-combustion devices, right?

Finally, I hope more companies can better improve the e-cigarette market and develop together. There is no right or wrong between us; each company just wants to showcase the best side to the market. Thus, the future of the e-cigarette market looks promising!