FISI Launches Two New Artistic Pod Flavors: Morning Dew First Love and Samba Lover

On September 25, news broke that FISI, the first e-cigarette brand to launch in China after the pandemic, has quietly introduced two new "artistic" flavors: Morning Dew First Love and Samba Lover.

As reported by Blue Hole on April 29, FISI entered the market with a bang, backed by 50 million in funding, focusing on natural and antibacterial products, incubated by mobile smart terminal company Dingzhi Communications.

FISI's CEO Yang Wenqing previously told Blue Hole that FISI uses aromatic plant-based natural flavors as extraction materials, aiming to create scents that resonate with human sensory rhythms, which is also FISI's "natural" differentiated flavor strategy.

One of the flavors launched at that time, "Tiger Blood," left many guessing about its flavor source, sparking industry discussions and attention, and is considered a pioneer of creative flavors in the e-cigarette industry, while other flavors are referred to by FISI as restorative flavors.

After about half a year of adjustments, FISI has now introduced a third series of flavors, the artistic flavors.

Yang Wenqing stated that the artistic flavor pods reflect their superb perfumery skills.

As the name suggests, artistic flavors aim to evoke a sense of being in a familiar scene when vaped, triggering memories or imagined scenarios.

Currently, FISI's artistic flavor pods come in two varieties: Morning Dew and Samba. They have received a warm response in the test market, with the first batch sold out by distributors.

What is Morning Dew?

FISI has used somewhat montage-like language to express the essence of Morning Dew.

The experience of Morning Dew in the mouth and nose is akin to a fresh morning after rain, before the sun rises, capturing the green, astringent, refreshing, and cool essence of nature.

This green represents the freshness of tender grass.

This astringency is not a taste but a sensation, like peeking at a girl from another class being sheltered by a boy with an umbrella in the drizzling rain on the playground.

This refreshing feeling is the joy in the body.

This coolness comes from natural mint, just like the gentle coolness of a summer morning after rain—neither icy nor cold.

Overall, the essence of Morning Dew aims to bring you back to that sensitive and restless youth.

"Morning Dew is also known as First Love, a name given to us by users," Yang Wenqing proudly stated, saying that using it makes one feel like they are twenty years younger.

If Morning Dew represents the innocence of first love, then FISI's other flavor embodies the restlessness of adulthood, named Samba, also known as Lover.

Samba is actually a Brazilian folk dance known for its passionate and lively movements.

According to reports, the essence of the Samba flavor pod is designed to evoke a sunny feeling reminiscent of "beaches, waves, and bikinis," as if one is immersed in a dance celebration with passionate South American women.

The Samba flavor has a hint of sweet and sour, reminiscent of a freshly picked green mango, eagerly tearing open its smooth skin, with juice flowing out, the fruit's acidity hitting the taste buds, instantly creating salivation. As the fragrance of the mango skin fills the mouth, the rich sweetness of the mango flesh follows, quickly overpowering the initial sourness without leaving a trace.

This intense sweetness is overwhelming, enveloping the body, as if one is on a sunny beach, surrounded by girls in feathers dancing gracefully, with the exhilarating drumbeats vibrating the eardrums, making one want to dance along. As this strong fragrance gradually dissipates, the aftertaste reveals a refreshing sweetness reminiscent of tropical oranges, perfectly connecting the two flavors without any cloying or empty feeling.

Indeed, it is: "Starting with a Samba, the essence relies on imagination."

Since its launch, FISI has consistently adhered to the concept of "natural." While other brands engage in price wars, FISI has chosen to go against the tide.

A box of three pods from FISI retails for 108 yuan, and the market price remains stable.

In the four months since its official launch, FISI has established 24 first-level distributors nationwide, opened 26 specialty stores, and has over 5,200 sales points, with monthly sales exceeding 500,000 pods.

As a new e-cigarette brand, these achievements can be considered quite impressive.

So, what do FISI's distributors think of the brand? We interviewed several different types of store owners to see what they had to say.

Sichuan First-Level Distributor Mr. Zhang:

FISI is the most distinctive brand among the many e-cigarette brands I operate, so I now only act as a distributor for FISI, simplifying my brand portfolio. Since starting operations in May, the sales volume has already exceeded 500,000 by August, with significant monthly growth. Currently, I have begun to fully layout FISI specialty stores according to the brand's rhythm. I work very closely with the local market manager, and the brand has a solid product strategy and marketing approach. Unlike some brands that blindly push tasks. I am very confident that FISI will exceed 1 million in our Sichuan market by October.

Jilin First-Level Distributor Mr. Lian:

FISI's brand image is excellent, with strong selling points of "natural and hygienic." The pods are enjoyable to vape, and the devices are very fun to use. Every aspect is differentiated. For a brand to succeed, it either needs to take the "low-cost" route or the "differentiation" route. Currently, most e-cigarettes are following the low-cost route, while FISI excels in differentiation. I agree with the brand's strategy, which is why I signed on as a first-level distributor for FISI at the end of July, initially investing hundreds of thousands to open FISI's flagship store in Jilin. After one month of operation, the conversion and repurchase rates have exceeded expectations. Now, channels are actively seeking FISI products. Although the brand hasn't required us to only sell FISI, I believe FISI is worth focusing on.

Mr. Song, Owner of a Jiangsu Convenience Store:

FISI is now the main sales driver in my store, with a net sales volume of around 1,500 pods per month. Customers who have tried a FISI pod find it hard to switch back to other brands; the natural taste of FISI is indeed more appealing. Those accustomed to FISI find other brands even induce nausea. Selling FISI also alleviates concerns about price chaos, as the brand maintains strong control over the channels. Currently, my convenience store's revenue has surpassed that of most brand specialty stores in the area. I also plan to open another FISI specialty store to create a gathering point for "FISI fans."

Mr. Sun, Owner of a DianKang Convenience Store Chain:

In a convenience store, it is essential to have traffic-driving products, profitable items, and most importantly, differentiation to solidify user loyalty, and FISI is precisely the best product for enhancing user stickiness among our 20+ stores. FISI's "natural and hygienic" differentiation strategy has allowed it to establish a foothold in the fierce market competition, with its flavor development capabilities being commendable. It truly lives up to its slogan: for natural, choose FISI. We look forward to more new FISI flavors being launched.