How can Shenzhen electronic atomization equipment service providers enhance their market competitiveness?

       In recent years, the domestic electronic atomizer industry has shown a good development trend of "a hundred flowers blooming". With the increase of numerous competitors and the introduction and promotion of relevant national policies, the industry development has entered a stage of adjustment, and enterprises will face stronger challenges.

In the current era where electronic atomizer brands are blooming everywhere, how can we stand out from numerous brands, compete with competitors in the industry, and gain a share in the future electronic atomizer industry? This is a question that every enterprise needs to actively consider. From the current perspective, building a moat through brands and channels, and building a good service model on this basis, seems to be a path that enterprises are trying and exploring.

Electronic atomizer is an electronic product that imitates cigarettes. It is mainly composed of tobacco oil (including nicotine, essence, solvent propylene glycol, etc.), heating system, power supply and filter tip. It has the same appearance, smoke, taste and feeling as cigarettes. Since 2013, the electronic atomizer industry in China has gone through 9 stages, including growth from scratch, rapid growth, and the gathering of brand leaders.

According to data from iMedia Consulting, the compound growth rate of the domestic market size of China's electronic atomizer industry from 2017 to 2021 was 37.9%. It is expected that the year-on-year growth rate in 2022 will be 76.0%, and the market size will reach 25.52 billion yuan. It is expected that the potential market size of solid electronic atomizers in China will be approximately 53.1 billion yuan to 88.5 billion yuan in 2025, and the potential market size of atomized electronic atomizers will be approximately 39.6 billion yuan to 79.2 billion yuan.

On this basis, electronic atomizer products have emerged one after another, giving rise to a huge market, and many enterprises have also entered, hoping to get a piece of cake in the electronic atomizer market. Although the market size is huge, the overall level of the electronic atomizer market has not yet shaken off the state of "inferior, chaotic, and poor". While miscellaneous and low-quality electronic atomizers are flooding the market, the industry will also enter a reshuffle period, and some brands will be eliminated.

Adhere to the 'protection of minors' principle

On November 1, 2019, the National Tobacco Monopoly Administration and the State Administration for Market Regulation jointly issued a notice on further protecting minors from electronic cigarette infringement, urging electronic atomizer production and sales enterprises or individuals to promptly close electronic atomizer internet sales websites or clients; Urge e-commerce platforms to close electronic atomizer stores in a timely manner and remove electronic atomizer products from the shelves in a timely manner; Urge electronic atomizer production and sales enterprises or individuals to withdraw electronic atomizer advertisements posted through the internet. It is prohibited to sell electronic atomizers to minors.

Subsequently, after a series of national prevention and control measures, the situation of teenage electronic atomizer smokers improved. Numerous enterprises have expressed their active cooperation with the new regulations, while also stating that they will implement stricter supervision not only for online but also offline. Major enterprises also mainly carry out corresponding plans to counter inferior products in the market, avoid worsening the industry market environment and further increasing regulatory pressure.

Taking MR Mindray as an example, in 2021, MR Mindray officially launched the "Star Protection Plan" and strictly implemented the "Notice of the State Administration for Market Regulation and the National Tobacco Monopoly Administration on Prohibiting the Sale of Electronic Atomizers to Minors", committed to creating a better growth environment for minors. For sales to minors, MR Mindray has imposed severe penalties, including canceling the store cooperation agreement, closing the store, and punishing the person in charge. These measures not only strictly comply with relevant national policies and requirements, but also serve as a key fulcrum for MR Mindray to establish its brand and occupy the market through good product quality.

Focus on product quality

At present, the quality of electronic atomizer products is uneven, mixed with good and bad, affecting the user experience. The existence of these issues will undoubtedly put stronger regulatory pressure on the market and even affect the healthy development of the electronic atomizer industry. In the new stage, redefining electronic atomizers, starting from brand and quality, has become an inevitable step for many electronic atomizer brand enterprises.

The most important aspect for users when selecting products is "taste", and the taste of electronic atomizers is closely related to the atomizer and its internal atomization core. The atomization core can be said to be the "core" of electronic atomizers. At present, ceramic and cotton cores are the main products in the market. Ceramic cores have a slight advantage in improving taste and safety, while cotton cores have a high degree of reduction in tobacco oil and a lower cost. Among them, MR Mindray adopts two solutions in the product matrix: cotton core and ceramic core, and designs corresponding products according to their respective characteristics, which can adapt to different consumer groups in the market. At present, MR Mindray has launched a series of atomization rod products - instant series, backflow series, and Knight Planet series, to meet the deepening market demand of consumers in both horizontal and vertical directions.

Even more unexpectedly, the popular product under MR Mindray, the Knight Planet series, has been upgraded to the fifth generation FEELM ceramic atomization core, which will have higher quality, better taste, and better leak proof technology, aiming to provide users with a more outstanding and advanced taste experience. This move by MR Mindray is not only beneficial for the company to expand, reach different user groups, and increase penetration rate, but also demonstrates the brand's determination to continuously push forward.