Why do so many hardworking and smart small vaping business owners fail to scale up?

The vaping industry has many small business owners, right? The answer is definitely yes.

But have you noticed that many hardworking and smart small vaping business owners struggle to scale up?

For example, last year they made 30 million, and this year they made 35 million; last year they made 100 million, and this year they made 150 million. Is there hope for significant growth? … This industry does not favor slow progress. The global vaping market has not yet reached a stage of slow growth; don’t miss this phase, or you could easily be outpaced by leading brands and ultimately have no opportunity, even losing the 30 million.

So, tactical diligence cannot compensate for strategic issues. When growth is stunted, breaking out of the circle is key; driving change in perception is essential, especially now when rapid growth is possible. Seizing the opportunity of a breakout product can make a significant difference.

01

You must scale up and find a larger pool of traffic

Small and medium enterprises should not pursue refinement because your base is too small; you must quickly scale up and seek traffic. The principle is simple: when there are many factories of 500 million, a factory of 100 million can easily be squeezed out; if at 100 million you do not quickly seek to reach 500 million, you will soon be discovered by other mainstream brands and ultimately be suppressed.

To scale up, you must give your competitors no chance.

So how do you scale up and find a larger pool of traffic?

(Finding scale traffic)

For example, focus on scaling your traffic investment.

When building channels for traffic investment, the boundaries of precise audiences must be considered. Once the precise traffic is exhausted and you hit a so-called bottleneck, you must seek more traffic pools; otherwise, you will lose growth opportunities. Your brand should be known by 100 channels instead of just 10. All successful scaled enterprises have such trajectories; speed is essential for scaling.

Additionally, choosing the right regions or countries for your business also determines your scale and market space.

Choice is greater than effort.

Just like if you want to earn 1 million, but you do not engage in activities that can earn 1 million, how can you make that money? If you want to catch king crabs in the Pacific, you cannot just go to rural ponds; you will only catch small shrimp and fish.

02

Do not overlook content marketing

From 0 to 100 million, without a breakout product, how can you start? From 100 million to 500 million, without several breakout products, how can you become popular?

The process of creating breakout products is where content marketing becomes crucial.

What is a breakout product?

Is good content enough to create a breakout product?

At the same time, content marketing is content + marketing. If you have a breakout product but no good marketing strategy, it is all in vain.

In the fast-moving consumer goods era of vaping, there is no shortage of products, but why do some brands succeed? It is because they have effectively executed content marketing, which is often lacking.

Once content marketing reaches a certain level, it needs to expand; for example, you need a larger stage, more brand volume, and a broader geographical area to ignite interest; otherwise, you will be copied and surpassed.

After all, this industry has never lacked latecomers.

03

Build a moat that can create maximum long-term value

Without a moat, even breakout companies will struggle.

If your channels are all the same, what kind of advantage is that? What kind of moat is that?

If your brand's product quality is similar to others, what advantage do you have? Why would channels give you opportunities?

In all business battles, you either strike hard enough or do not give your opponents a chance to retaliate. Once your consumer base is solidified, costs decrease, and ultimately, that becomes your opportunity and stage to shine.

The true moat of a brand goes beyond products; it must also include channel moats. It must be able to grasp both channels and consumer psychology.

(Channel moat)

If you lack channels, you must build them; if you have channels but lack a channel pool, you need to find more differentiated channels. Your energy is concentrated in one area, and you will never bloom in multiple areas.

Solidifying yourself means solidifying the width of your moat.

Of course, a brand's moat requires brand output, but if you do not have the budget for extensive advertising, you need to focus more on targeted consumer or channel recognition in specific areas. When consumption/channel increases, word-of-mouth assets become your moat. #p#分页标题#e#

“The true moat” is the brand creating maximum long-term value for consumers. For TOB, the moat is how much you can earn for channels and create more future opportunities, rather than just focusing on how much sales channels bring you in the short term.

Reaching this level indicates your moat is successful. Ultimately, the underlying logic of a brand's moat is the consumer's or channel's defense against other brands after their mental saturation and the irresistible inertia of memory; in other words, people become numb to the same “stimuli.”

In the end, all industries will see a concentration of leading players, leaving only the top. Competition is that ruthless; in the context of global vaping, at least now, many small and medium factories still have opportunities, especially to grow!

Expand your traffic pool, build your business empire, and break through the walls of narrow vision!