Are Brands and Sellers That Didn't Plan Offline Stores Early Feeling Anxious Now?

The situation has exploded; around 4:30 PM, after finishing my work, I opened WeChat and saw such a huge reaction and activity in various e-cigarette groups, far exceeding the usual. Upon closer inspection, it is indeed a significant event for the e-cigarette industry; let’s look at the original content:

The original announcement mentioned, "Urging e-cigarette manufacturers, sellers, or individuals to promptly shut down e-cigarette internet sales websites or apps; urging e-commerce platforms to promptly close e-cigarette stores and take e-cigarette products off the shelves; urging e-cigarette manufacturers, sellers, or individuals to withdraw e-cigarette advertisements published online."

Once this announcement was made, some users in WeChat groups began to discuss it fervently, with mixed feelings; some were happy, while others were worried because if this is enforced:

Firstly, for e-commerce platforms and online websites, any e-cigarette products and advertisements will face the risk of being taken down and closed. Brands that primarily operate online stores will likely be anxious, and perhaps their online store operation teams will need to disband. Brands that have already started to establish offline channels may be affected, but they will only lose one leg to stand on, and their focus may need to shift entirely to offline channels. From RELX's quick response on their official WeChat account, it is clear they are already prepared to transition to offline, including recent measures to integrate online and offline membership systems, support for offline franchise stores, and the recent collaboration with vending machines to prohibit minors from purchasing, all reflecting long-term planning.

Following this, more e-cigarette brands have also frequently issued announcements expressing their support and willingness to comply.

Meanwhile, the time for offline stores to open and wait for business may soon arrive, which is why some friends with offline stores are also feeling happy. If online sales are prohibited, strict control will only apply to offline; if it is strictly regulated like traditional cigarettes, store owners must pay close attention to their stores, ensuring they have the necessary licenses and product qualifications ready, including tobacco sales licenses. After all, if online sales are canceled, while offline has advantages, it will also be stricter and more regulated, including prohibiting sales to minors and refusing to use excessive advertising to mislead consumers, such as selling e-cigarettes under the guise of smoking cessation. Specific details regarding the implementation processes and regulatory requirements for offline channels will likely be announced later.

Of course, these are all personal speculations and predictions; the specifics depend on the regulatory execution mentioned in the content.

Additionally, some friends who were previously worried about this and that are somewhat relieved, feeling fortunate not to have ventured into this field, fearing the risks of future regulations; conversely, some merchants or individuals may regret not having laid out their offline market strategies and sought brand franchises earlier. Once online sales are prohibited, merchants will inevitably flood into offline stores, which I feel could also be a form of proper guidance. If online management is difficult, then offline should be strictly controlled like tobacco channels. This will lead to a saturated market, making it harder and more expensive to find well-known brand authorizations, or more accurately, harder to find.

All of the above are personal views and understandings, with no intention of targeting anyone or any brand. As for the upcoming execution methods and attitudes, we will leave it to time and the market, as this indeed concerns the next steps for the industry. I hope brand owners can take a moment to better plan how to maintain a long-term stable position at the top of the industry and what efforts are needed to ensure their brand can develop better.

As I write this, I suddenly recall some e-commerce platforms hiding e-cigarette search results during this year's CCTV 315 event, so I quietly opened a few e-commerce platforms; currently, there are no major actions from online stores. However, the industry regulations that everyone has been concerned about have finally received some "news" today. As for whether this announcement will lead to legislation and what the penalties will be, we do not know. However, it may awaken the market to consider channel consolidation. Whether we will refer to foreign e-cigarette enforcement plans remains uncertain. The advice I can offer everyone is:

Take your time, don’t rush, follow the trend, and walk the right path!

Be resolute, and firmly advocate for protecting minors from the harm of e-cigarettes!

For those reading, what are your thoughts?

As consumers, what do you think?

As brand owners, merchants, and channel distributors, what are your thoughts on planning for the future?

And what about us media friends, what are our understandings and positions?

Also, some voices have mentioned that certain brands are laying out overseas markets; are there any willing to communicate about the domestic and international situations?

Lastly, for suppliers and manufacturers of surrounding equipment, do you see opportunities?

On Monday, will e-cigarette-related stocks rise or fall?

Alright, I realize I’ve thought a bit too much; feel free to leave comments or contact me privately on WeChat for discussion.

Here’s a meme for those in the e-cigarette industry, hoping to calm everyone’s current emotions!