RELX offline retail stores are expanding so quickly—what is the logic behind it?

The pace of change in our era is rapid, and the emergence of many new lifestyles and consumption methods has greatly facilitated our lives, especially the advancements in technology, which have a significant impact on all aspects of our lives. Who would have thought that smoking could also become electronic? In an era where e-cigarettes are leading a new trend in smoking and promoting a healthy lifestyle, who would have imagined that e-cigarette brands would invest heavily in developing offline physical stores?

For the e-cigarette industry, the flourishing online development is accompanied by some negative phenomena: rampant counterfeiting, underage purchases, chaotic pricing systems, etc. With the introduction of online sales bans for e-cigarettes, developing offline operations seems to be an unavoidable strategy for e-cigarette companies. The development of offline retail is constantly being impacted by the internet economy, and while people have become accustomed to and enjoy online shopping, the operation of physical stores may not seem objective. However, why is RELX still vigorously developing physical stores?

Firstly, the comprehensive online sales ban makes it necessary to shift development strategies to offline. Moreover, RELX has strong confidence in developing physical stores and other offline sales models while adhering to principles and actively taking on social responsibilities. Without physical stores, there would be no sales format or platform to connect with consumers, making it impossible for companies to sustain in the long run.

Furthermore, RELX's services make physical stores an important link between consumers and the brand. RELX provides support to physical stores not only in terms of products but also financially. When a brand's physical store can better showcase itself to users and gain more recognition, the brand's actions are undoubtedly successful. RELX's physical stores, especially flagship stores, offer users a variety of experiences and allow them to truly feel RELX's advanced technology and attentive service, which helps gain user recognition.

All of RELX's actions can be seen as steps towards realizing its new retail plan. Gaining market share is not solely dependent on the number of stores opened; it also requires support from quality and service, which RELX has successfully achieved. A successful brand does not only focus on products but also carries the responsibilities it has upheld since its inception.