Interview with Lemei CEO Wang Jing: how low-temperature herbal heated tobacco is entering herbal vap

On December 16, the inaugural meeting of the Herbal Health Safety Committee of the China Safety Industry Association was grandly held in Shenzhen, marking the first step towards industry self-regulation while officially "unbinding" from electronic cigarettes, ushering in new development opportunities.

The benefits of standardization, specialization, and systematization need not be elaborated. However, among the committee members, in addition to leading companies like KIKNA and Heyuan in the resistance heating atomization sector, the inclusion of low-temperature herbal brands has caught our attention. Does this mean that the low-temperature herbal category is also set to enter the herbal vaporization market?

Previously, when discussing the potential of electronic vaporization technology, we mentioned that both heated non-combustion and resistance heating atomization have diverse application feasibility. However, the development of heated non-combustion in China has been lukewarm. Can it leverage herbal vaporization to expand its market now?

We spoke with Mr. Wang Jing, CEO of the leading low-temperature herbal brand Lemei, to discuss the feasibility of low-temperature herbal products in the herbal vaporization category.

Inherent Limitations, but Strong Potential

When it comes to low-temperature herbal products, one cannot overlook heated cigarettes.

With the same heating system, heated cigarettes have already captured a significant market share overseas. The harm reduction potential of low-temperature heating is also evident, prompting many companies to eagerly explore this area. However, due to domestic restrictions, companies had to pivot to herbal materials.

This is the origin of low-temperature herbal products. As a product that carries a somewhat "compromised" nature, low-temperature herbal products have developed quietly in China over the past two years. Even in the information declaration that began on December 6, it was difficult to accurately identify the category of low-temperature herbal products.

"Low-temperature herbal products are like infants; they have not undergone large-scale promotion since their birth in 2020. Even though the draft regulations confirmed the category of solid electronic cigarettes, its definition remains vague. Perhaps the market is too small, and a scaled market has not formed," Mr. Wang explained.

It is worth mentioning that even if low-temperature herbal products are officially recognized as solid electronic cigarettes after industry standardization, their situation remains relatively awkward. Industry players are aware that heated cigarettes may soon be legalized. So what advantages do low-temperature herbal products, which do not contain tobacco, have over heated cigarettes?

"We should be a driving force for the development of new tobacco products, rather than anything else," Mr. Wang said.

With vague definitions, inherent "compromises," and minimal market presence, low-temperature herbal products find themselves in this awkward position. Naturally, companies in this sector need to seek development paths, with two options ahead—zero nicotine and international expansion. International expansion is undoubtedly the trend in the electronic cigarette industry today, but can zero nicotine low-temperature herbal products succeed?

Mr. Wang stated that since Lemei launched its low-temperature herbal business, relevant personnel from healthcare institutions have frequently visited, leading to a partnership with a listed medical institution. Numerous experiments have revealed the potential of the HNB system.

The key difference lies in the cartridges; resistance atomization cartridges heat vaporizing liquid, while HNB cartridges heat solid tobacco sticks. Although the human body has a high absorption rate for small molecular aerosols formed from heated liquids, the small molecular structure is not conducive to the absorption of medicinal components, while the large molecules of solids cannot be absorbed by the body.

Ultimately, experiments concluded that solid heating is a more effective means of drug absorption. Therefore, low-temperature herbal products can serve as carriers for herbal vaporization and even future medical vaporization.

"In this case, we do not need to produce nicotine products at all. Low-temperature herbal products in China can completely transform into health products, even for treating lung diseases," Mr. Wang said.

With potential established and a path defined, the question becomes how to navigate this road, which is something the low-temperature herbal category needs to contemplate.

High Technical Barriers, but Solutions Exist

Some industry players hold a stereotype about herbal vaporization: ceramic cores, public molds, and small factory OEMs. In reality, any product transformation is not simple; technology cannot be directly grafted but requires a certain scale of adjustment, and the transition from electronic cigarettes to herbal vaporization is no exception.

The transition to herbal vaporization is not without barriers; even with mature resistance atomization technology, herbal vaporization still faces issues with oil adjustment and atomization core compatibility. A typical example is that extracted herbal liquids are often thicker than regular e-liquid, meaning herbal vaporization liquids require faster oil conduction mediums; otherwise, issues like core clogging may occur.

A greater technical challenge arises with low-temperature herbal products. It is understood that when Lemei developed its zero-nicotine low-temperature herbal products, the goal was to retain medicinal value. Initially, the products could not even produce smoke, and it was only after multiple adjustments to the cigarette composition that they successfully generated vapor.

Mr. Wang stated that producing vapor while retaining medicinal properties is just the first step. The taste of traditional Chinese medicine is not something the general public can easily accept, so it needs to be "sugar-coated" like regular medications, which involves flavor adjustments. Finally, clinical trials are necessary to test which organs absorb the medicinal components, such as oral mucosa or lung mucosa.

It is certain that whether it is resistance atomization or the transition to herbal vaporization, it is technology-driven. However, as everyone once worked on electronic cigarettes, they are now switching tracks together. Which company will dominate the market will depend on future product development and market strategies.

Looking at the overseas market alone, low-temperature herbal products also possess potential. In regions like Japan, South Korea, and Southeast Asia, where IQOS is popular, Lemei has achieved impressive sales figures by leveraging the appeal of natural herbs. In fact, in certain Southeast Asian areas, sales have exceeded three times that of domestic figures.

In conclusion, Mr. Wang stated: "When it's time to give way, we should give way. Under the premise of complying with laws and regulations, we should think about what we can create that is more suitable for the market and beneficial for enterprise development with our current technology and patent system."

With a calm mindset and an open perspective, solutions are always more abundant than difficulties.