The Big-Screen Craze: The Emotional Value Overlooked Behind Product Gimmicks

 Consumers need to use one-timee-cigarettesDo you use a large screen on the Internet? Is the big screen an innovation or a gimmick? Is the emotional value behind the big screen worthy of attention?

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"Big screen" rage: The ignored emotional value under product gimmicks

--Do consumers need to use large screens on disposable e-cigarettes?

Is the big screen an innovation or a gimmick?

Is the emotional value behind the big screen worthy of attention?

Wen| Two supremacy

[Two Primitives] At the just-concluded 2023 Moscow VAPE CLUB SHOW, disposable e-cigarettes with small black screens became popular. When you turn on the device, numbers will light up on the screen, showing the battery andsmoke oilSometimes even more advanced features appear, such as animation effects while smoking.

"Nowadays, disposable e-cigarettes without screens can hardly be sold in Russia." A staff member of the YOVO brand at the exhibition told 2FIRSTS. According to its disclosure, the screen has almost become the "admission ticket" for disposable e-cigarettes in Russia. Without a screen, some dealers would not even be interested in continuing asking.

 Russiavape Expo(VAPE CLUB SHOW 2023), YOVO booth| Source: 2FIRSTS  

This year, one-timee-cigarette marketThere are not many highlights on the screen that ignite consumers 'interest, and the screen at least brings some fresh experiences to users.

Not long ago, disposable e-cigarettes only had two small indicator lights, one showing the charging status and the other showing the low amount of cigarette oil. In just one year, how did the screen become a "must-have" for disposable e-cigarettes, making manufacturers flock to it?

Big screen becomes the biggest "innovation" of e-cigarettes in 2023

The rise of disposable e-cigarette screens emerged as early as a year ago.

In February this year, when 2FIRSTS participated in the TPE held in the United States, it found that no other product caused a sensation among the dealer group like LOSTMARY's Funky Republic Ti7000. This product's slender screen runs through the entire body, showing the amount of electricity and smoke oil with unprecedented clarity.

 FUNKY REPUBLIC Ti7000| Source: 2FIRSTS

A distributor who does business on the West Coast of the United States also recalled her experience with TPE in February, saying she was deeply impressed by Flum's GiMi 8500 disposable e-cigarette.

 FLUM GiMi 8500| Source: 2FIRSTS

The device has a screen on the bottom of the fuselage. She told 2FIRSTS that the right size of the screen and the feel of the grip were among the characteristics that attracted her.

In October, GEEK BAR PULSE was launched in the United States with a comprehensive side screen. It was very popular and contributed good sales. As of December, this product ranks among the top 20 disposable products in multiple major online e-cigarette stores.# p#pagination title #e#

 GEEK BAR PULSE| Source: 2FIRSTS

Manufacturers are keeping up with the trend. An employee at Dongguan Hony Manufacturing Co., Ltd. told 2FIRSTS that the company noticed this trend and immediately adapted to the screen-based trend by updating molds and designs.

The market's response is the best proof. A SKE product manager told 2FIRSTS that in the North American market, screens are almost a necessity to break into the market.

When 2FIRSTS browsed the e-commerce websites of mainstream e-cigarette equipment in the United States, it found that many websites highlighted "disposable e-cigarettes with screens" as a category. The screen has become one of the important attributes that define the category of disposable e-cigarettes, just like "whether it is recyclable" and "nicotine content."

 E-cigarette stores include "disposable e-cigarettes with screens" as a separate category| Source: 2FIRSTS

As of December 17, 152 of the 719 disposable e-cigarettes in Vapesourcing's inventory were equipped with screens.

In addition to the United States and Russia, screens can also be seen in other markets that allow large swiping of disposable e-cigarettes. The new version of Malaysia's best-selling product VAPETAPE was also equipped with a screen in early December to display the remaining amount of batteries and tobacco fluid; just two weeks ago, this feature was not available in the previous batch of products.

 New arrival batches of regional best-selling brand VAPETAPE add screen capabilities| Source: 2FIRSTS  

Consumer: Add screens without increasing prices to solve "balance" anxiety

Consumers 'pursuit of large screens is first and foremost the price factor.

2FIRSTS found that among the best-selling products in online store VaeSourcing, there was almost no difference in price between products with and without screens (and the average number of screen-display products was larger). As for the VAPETAPE discovered by 2FIRSTS in Malaysia, although the latest model provides screens, the prices for different batches remain unchanged.

 There is almost no difference in price between products with screens and products with full coverage, while products with screens are superior in average durability.| Source: VapeSourcing  

But price is not the only factor.

While counting e-cigarettes is easy to use, it also brings hidden anxiety: when the taste is slightly different, users are not sure whether it is the oil problem or the battery problem-the screen can be used to help in this situation.

"The screen really alleviated my anxiety about the uncertainty while smoking." An American consumer named Himmah told 2FIRSTS. "However, as for any other additional features, I won't consider them when I decide to purchase them."

However, is the only thing that can do this? 2FIRSTS learned that some industry insiders had preferred to use vibration to indicate the amount of electricity, but the former was eventually shelved because the screen was cheaper.

For open e-cigarettes, the transparent oil tank can serve the same indication; but substances that sweeten pure oil (propylene glycol) will definitely cause carbon deposits, so the cigarette oil often appears less pleasant after use for a period of time. The dark brown color is unacceptable to some users. "And there is also the problem of oil leakage," the U.S. West Coast dealer said."So far, I have never seen a manufacturer that can solve this problem."

From this perspective, the screen on disposable e-cigarettes has practical value that is difficult to replace with other solutions in the field of indicating the status of the device.

Supply Chain: Surprise Success under High Homogenization

Talking about the origin of e-cigarettes with screens, SKE product manager said that the emergence of e-cigarette screens is mainly due to the need for new selling points in the B-end market, and some C-end consumers accept novel products with screens. It can be seen that the driving force for the emergence of e-cigarette screens comes from commercial competition on the B-end.# p#pagination title #e#

When the screen becomes the entry ticket for contestants, they can get an opportunity to participate in competition and cultivate the market at a very low cost. Various products are upgraded one after another, and products with screens eventually occupy the shelves, leaving consumers with only one choice. What's more, the terminal price of e-cigarettes with an extra screen has not increased. Between "old" products without screens and "new" products with screens, most consumers will naturally choose the latter.

The average user seems to be very satisfied with the appearance of the screen. As far as dealers are concerned,"new products always perform well when they debut, as do products with screens." The aforementioned West Coast dealer pointed out that most of this year's new products have screens."If the products perform well, we are willing to give it a try."

This seems to be a "win-win" situation.

 Reviews on shopping websites show that buyers have a high degree of love for on-screen e-cigarettes| Photo source: E-cigarette online store  

How long will the big screen be "crazy"?

The popularity of large-screen e-cigarettes has surprised many product managers-I can't imagine a reason why a disposable product needs a large screen. But in fact, large-screen products will not only be popular in 2023, but it seems that they will continue to "rage" in 2024.

In fact, the latest products have gone beyond simple instructions. For example, the popular PULSE also adds more animation effects when switching on and off and pumping. What's more, at the 2023 VAPE CLUB SHOW in Moscow, LOST VAPE launched a new e-cigarette that provides games with a horizontal 8-digit graphic screen.

 LOST VAPE's e-cigarettes are equipped with screens and provide game functions.| Picture source: 2FIRSTS  

"I also heard someone say that they want to make full-screen disposable e-cigarettes." One practitioner told 2FIRSTS.

 "If costs don't rise significantly, I can't see a reason why brands should stop 'making screens big'." Instagram celebrity Rolenzo Lombardi made this comment while predicting next year's market trends.

 Posts on social media by Rolenzo Lombardi| Source: Social Platform  

An industry insider familiar with the situation also holds similar views. "Unless one (manufacturer) really stumbles because of overdoing it, it is likely that the supply side will continue to roll on the screen track." He told 2FIRSTS that touchscreens are coming soon, but are more likely to appear first on open e-cigarette devices.

But consumers will not repeat consumption because of novelty. The West Coast dealer mentioned above said that screens or other newly added elements may be effective when customers first see the product, but if other aspects of quality are not good, they will lose their magic.

"Easy to draw, stable quality control, and then not ugly." When asked what these bestsellers had in common, she added,"Good draw always comes first."

At the same time, the hidden dangers brought by large screens cannot be ignored, and many issues need to be discussed. For example, is disposable products equipped with large screens a waste of resources and causing environmental problems? Will the entertainment nature of large screens attract minors and then increase their use? These issues will become the "bottom line" for the future development of large-screen e-cigarettes.

 ELFBAR's bus advertisement in the UK on disposable e-cigarette recycling| Source: ELFBAR social platform account  

Under the big screen, emotional value that cannot be ignored

It only took one year for the large-screen product of disposable e-cigarettes to go from the first closed product with a screen to the market to setting off a new wave in the global market.# p#pagination title #e#

The emergence of large screens is one of the many ideas of "opening up the brain" of e-cigarettes at a time when they are highly homogeneous. In fact, in the past two years, with one-timee-cigarette productsBecoming mainstream, a high degree of homogeneity has also become a difficulty in competition among brands. In order to create unique selling points, manufacturers have carried out a lot of innovation in the past two years. Because the differences in smell are difficult to be significantly experienced by consumers, appearance has become the focus of manufacturers '"innovation" in the past two years. The big screen is one of many attempts on this innovation path.

If the emergence of large screens is an accident of innovation, then its popularity is not just due to luck.

"How much is left so far?" "When should it be charged again?" Dr. Gao Yang, director of the South Asia and Southeast Asia International Communication Research Center for China Brands at Yunnan University of Finance and Economics, told 2FIRSTS that manufacturers need to satisfy users '"progress bar mentality" and allow users to take the initiative in controlling use and time, so as to bring a "clear at a glance" sense of peace of mind comparable to that provided by cigarettes. When open e-cigarettes dominated the market, the screen on the fuselage has always provided users with this value of "stabilizing emotions". nbsp;

"Emotional value" is one of the basic needs of people. Consumers 'use of consumer goods is a comprehensive experience of functional value and emotional value. This should be no exception for legal e-cigarette consumers.

Under the premise of environmental protection and protection of minors, should we face up to and realize the emotional functions of legal e-cigarettes? In addition to providing legal e-cigarette consumers with the basic functional value of nicotine smoking, it can also provide corresponding emotional value?, and increase the use of harm reduction products by legal tobacco consumers through the provision of emotional value? This issue needs further discussion by all parties.