The Dark Horse of the Vaping Industry — RELX Official Website

Previously released Nielsen survey data showed that RELX held a 69% share of the closed-system e-cigarette market, a result that surprised many people. RELX was clearly still a relatively young brand, so how did it achieve results like this in just two short years? Many people came to the RELX official website with that very question, hoping to find something different.

For many people, their first exposure to or understanding of RELX began with one of its pod vaping devices. What impression did this product leave? Minimalist + ergonomic design! That’s right—RELX has never relied on flashy styling or gimmicks. Taking this RELX pod vaping device as an example, its clean and elegant appearance, compact and refined body, and oval flat mouthpiece have all made these details into standout features of RELX.

If design + technology alone were enough to build a brand, then even from the perspective of a pure electronics company, it would still be easy for competitors to copy and surpass it. But RELX cannot be replicated. Because what RELX does is not just about e-cigarettes.

RELX was not the earliest e-cigarette brand in China. Over the past decade, there have been thousands of domestic e-cigarette manufacturers, and their products have reached markets all over the world, but at that time the Chinese e-cigarette market had not yet formed a real brand concept. The industry’s development back then closely resembled the early rise of smartphones in China: OEM manufacturing, copycats, and abundant production capacity, but no truly influential brands.

When RELX launched its first product in 2018, it had already decided to change the industry’s long-standing problems. RELX’s first e-cigarette used the industry’s most advanced ceramic atomizer core and nicotine salt technology at the time, while production was handled by Smoore, a leading Chinese e-cigarette OEM manufacturer. From the product manual to the outer packaging, a great deal of thought went into every detail so that users could immediately feel its uniqueness the moment they received it.

From its very first product, RELX has always placed user experience in an extremely important position, and everyone from senior management to employees understands this deeply. A brand’s reputation is built on users’ experience and recognition, so RELX has never shown the slightest slackness in this area. These reasons are only part of RELX’s success. No success is ever accidental, and RELX has never stopped moving forward.