Think bigger: electronic atomization is more than just e-cigarettes

The new regulatory draft brings not only a reconstruction of the channel end but also a shift in product direction extended from e-cigarettes. From the current visible industry dynamics, practitioners seem to be more focused on the controversial herbal vaporization.<\/p>

In fact, the application of vaporization technology is not limited to the health direction represented by herbal vaporization; there are other possible directions. The management measures clearly state:<\/p>

“Products similar to e-cigarettes that do not contain nicotine or are not used to deliver nicotine should not be labeled as e-cigarettes and must clearly indicate on the packaging that 'this product does not contain nicotine' or 'this product is not used to deliver nicotine.'”<\/p>

This means that new categories such as nicotine-free herbal vaporization and low-temperature herbal products, as long as they are not recognized as e-cigarette nicotine delivery systems, do not fall under the category of e-cigarettes. They will not only avoid tax issues that compress profit margins but also be more open in channels.<\/p>

So how is the research and development progress of the diverse applications of vaporization technology, and how do they define themselves? We spoke with Le Mei CEO Wang Jing, who shared his views with us.<\/p>

Technical challenges are difficult to overcome, and development still requires breakthroughs.<\/p>

Since the diverse applications of vaporization technology are an extension of e-cigarettes, the discussion scope has also expanded. Based on the vaporization technology of e-cigarettes, it can be divided into three types: resistive heating, heat-not-burn, and ultrasonic.<\/p>

First is the resistive heating, which is the most familiar and long-standing mainstream in the industry.<\/p>

Resistive heating, as the backbone of the industry, has relatively stronger technical advantages and reserves. Based on current industry trends, the main product shift is also concentrated on herbal vaporization. However, the disadvantages of resistive heating are also evident. Wang Jing stated that the problem lies in the method of resistive heating and its small molecular structure aerosol.

One issue is the temperature of resistive heating damaging the medicinal components. Another is that the aerosol formed by resistive heating vaporization consists of small molecular particles, which, while providing a more delicate and rich flavor compared to other heating methods, also limits the amount of molecules that can be absorbed by the human body at the same inhalation intensity.

As a result, herbal vaporization has derived two product directions: one is efficacy herbal products that claim certain benefits, and the other is non-efficacy herbal products that only market herbal flavors. Among them, efficacy herbal products are relatively riskier due to the lack of clinical and observational experimental validation. However, the superiority or inferiority of these products has yet to be determined.

Next is the less prominent heat-not-burn, which has already been proven as a mature product in overseas markets. However, due to policy reasons, it has had to redevelop low-temperature herbal products domestically. As a new product category that has been around for less than two years, low-temperature herbal products have shown certain potential in diverse applications.

Similar to resistive heating, the diverse applications of heat-not-burn are also about nicotine reduction. "Low-temperature herbal products are like a baby just born, they have not yet formed a so-called market, but this category still has many diversified carriers, such as being integrated into the medical or health fields," Wang Jing stated.

In Wang Jing's view, the aerosol molecular structure formed by low-temperature herbal heating is between the small molecules of vaporized cigarettes and the large molecules of conventional medical vaporization. At the same inhalation intensity, the amount of medicine that can be absorbed by the human body is much greater than that of vaporized cigarettes.

However, low-temperature herbal products also face technical challenges, one being the loss of medicinal value due to heating, and another being the formulation of base materials and flavors.

Finally, there is ultrasonic vaporization. We previously reported on the technical challenges it faces in "Will ultrasonic vaporization dominate the market? Why is it not successful now?" which detailed its main challenges:<\/p>

1. Loss of flavor and taste due to low-temperature vaporization
2. Rapid aging of ultrasonic vaporization components
3. The size of vaporized particles and device body being too large

Currently, ultrasonic vaporization has not yet developed sufficiently mature technology, but its potential for diverse applications is undeniable.

In summary, regardless of the vaporization method, there are certain technical challenges that need to be overcome, which will be a key focus for the upstream in the near future.

Positioning of vaporization technology: harm reduction or sugar substitute?<\/p>

Having discussed technical challenges, we also need to focus on the self-positioning of vaporization technology. The intention of regulation is not to encourage some practitioners to exploit loopholes but to promote diversified development.

"Harm reduction" has always been the industry consensus, but practitioners must be clear about the difficulties in converting smokers during this process.

Le Mei founder and CEO He Chang once raised a question: is electronic vaporization a "harm reduction" or a "sugar substitute"? In Ge Wu's view, the reason lies in the fact that electronic vaporization is not a traditional addictive product; traditional addictive products like cigarettes, alcohol, and coffee often do not provide pleasure from the first use. There is a fundamental difference between "nicotine addiction" and "taste addiction."<\/p>

We previously mentioned that if some people abandon electronic vaporization due to changes in flavor, it largely indicates that what makes them addicted is the "coolness" and "sweetness". Conversely, fruit flavors are undoubtedly difficult for old smokers seeking the taste of cigarettes to "break the ice".

In other words, electronic vaporization needs to clarify its positioning. Now that the new regulatory draft clarifies the harm reduction attribute of electronic vaporization, should the diverse applications of vaporization technology under the same technical support change their positioning away from being a harm reduction product?

Furthermore, if the diverse applications of vaporization technology still position themselves as harm reduction products, the consumer base will continue to solidify as part of the smoking population, and there will still be difficulties in converting smokers.

This means that the diverse applications of vaporization technology need to break away from the label of e-cigarettes, in other words, to open up the landscape.

Returning to the industry itself, the diverse applications of vaporization technology still need addictive elements to maintain high repurchase rates, just like the sugar substitute track that has emerged from years of sugar addiction, a typical example being Yuanqi Forest. Yuanqi Forest does not emphasize or require consumers to replace sugar consumption and intake but provides a relatively higher quality and healthier choice.

Vaporization technology is similar.

The diverse applications of vaporization technology may become a trend, bringing more possibilities to the industry.