From feature phones to smartphones: RELX and MOTI have entered the era of smart vaping devices

In any industry, the trend of leaders enjoying advantages in technology, talent, capital, and volume largely represents the direction of development in the industry.

Currently, the new generation represented by JUUL and RELX has considerable reference value, with MOTI representing the old players. Recently, these three products have indeed maintained the same synchronization in technological iteration:

All three products connect to mobile phones via Bluetooth but must be managed through brand-developed applications.

At present, most people can only see preferred flavors, puff counts, remaining puffs, reduced smoking volume, reduced tar volume, reduced secondhand smoke volume, battery power, daily/weekly/monthly/yearly smoking habits, and support for remote shutdown child locks. At the same time, each family also provides a community for users to communicate, but there is still no atmosphere for communication.

It is not difficult to see that despite the "smart" label, existing products are still in the exploratory stage of intelligence, with their implementation being more about "recording" than "customization".

It can be seen that whether it is JUUL, RELX, or MOTI, the top players at home and abroad have adopted product-level intelligence. We believe this is not just a coincidence; the e-cigarette industry is gradually entering competition. The reasons behind the signals in the latter half are nothing more than three aspects:

As mentioned above, the competition in the e-cigarette market has become completely heated, making it difficult to form recognizable and premium brands. One reason is that the e-cigarette industry has evolved into a "module-based production model" after entering global competition;

Achieving flexible and efficient collaboration in a layered subcontracting manner can greatly improve production efficiency and lower prices, making it more suitable for the rapid market entry development period of the industry, but it has also brought about a lack of innovation, reflecting that products are homogeneous.

"The product structure of e-cigarettes is not complex. The main components are rechargeable batteries (vaping devices), atomizers, and e-liquids."

Currently, although achieving smart e-cigarettes is not high, the potential for social sharing among the young demographic, who are the main consumers, is an ideal selling point.

Compared to large smoke products that form niche cultures around vaping, the small smoke products that currently serve as the main market force still have many gaps in playability. Heating wires, cotton, adjustable boxes, e-liquids. By adjusting different links to match different flavors and communication ideas, it is the core of gathering smokers.

For example, MOTI divides the 1.8 seconds of vapor into ten intensity adjustment segments, similar to the top, middle, and base notes of perfume. In addition to related presets, users can also customize.

In other words, the introduction of DIY elements in products and the interaction of layered culture may be the trend of smart e-cigarettes.

The "low threshold" of e-cigarettes means that for participants in the wave, if they cannot quickly establish industry barriers to prevent new entrants from continuously entering, then the current "channel profits" and "seller losses" price wars will become the norm.

For those e-cigarette players who do not have production capabilities and cannot access channels, the only way to gain a voice in the industry chain is to leverage their traffic advantages to accumulate data. Reverse customize flavors, weights, and other dimensions. Companies smoke at home.

In fact, under the trend of 5G being widely commercialized, the Internet of Things is also accelerating development. E-cigarettes that are about to reach standards have great hope of achieving smoking bans from the source: e-cigarettes are implanted with chips and set rules for smoke-free places, forcing shutdown.

Currently, for consumers, "smart" itself is not a reason to open wallets, but "whether to deploy smart e-cigarettes" can be used to measure brand strength and future potential.