On December 17, at the 5th International E-cigarette Industry Summit Forum held in Shenzhen, Du Bing, co-founder of RELX and CEO of Yueke International, announced the latest progress of Yueke's overseas business. At present, Yueke International has cooperated with many top international distributors and global and local well-known retail chains such as Carrefour, 7-11, Alfamart, etc., and has set up offices and locations in 21 countries and regions; maintaining a leading position in Southeast Asia, New Zealand and other regions; at the same time, the share of the Yueke brand in developed countries such as the United Kingdom and Spain has also increased.
It is understood that Yueke's overseas exploration initially began in 2019. Half a year after entering the Southeast Asian market, Yueke occupied the first place in the local e-cigarette market and quickly accumulated millions of consumers in more than 40 countries around the world. In 2021, the new company "Yueke International", which is responsible for the overseas business of Yueke, was officially established, and the development of globalization accelerated again.
At the industry summit forum, Du Bing said that the goal of Yueke International is to build a trusted international Chinese brand. "By working with global talents and partners, providing localized high-quality products, respecting local customs and complying with local laws and regulations, and actively assuming social responsibility, Yueke hopes to become a brand trusted by global users and grow into a new business card of China's intelligent manufacturing." Du Bing said.
Localization operation first, adhere to the high quality
In recent years, the global e-cigarette consumer market has developed rapidly, and the heavy gold layout of international giants has also brought fierce competition. As a Chinese local brand going overseas, what is the "password" for the rapid development of Yueke International?
Du Bing introduced that Yueke International regards "trust" as the core, and on this basis, while providing high-quality products and services to users around the world, it is more active in assuming social responsibility and participating in community interaction.
Employees come from different countries and regions around the world
Localized operations are an important part of a brand's success at sea. At present, Yueke International has built a local team with diversified backgrounds. According to reports, the company's employees come from 22 countries and regions around the world, and more than 40% of the employees are local employees.
On the basis of localized operation, Yueke International strives to ensure product quality and provide users in different regions with products that meet local regulatory requirements and cultural characteristics.
It is understood that the product standards of Yueke are based on the relevant standards of EU countries and the requirements of the composition limit HPHCs of the US PMTA, which are more stringent and comprehensive, and meet the strict quality requirements of overseas markets. At the same time, Yueke International produces more than 30 different versions of packaging for global products to meet the regulatory requirements of the locality.
Yueke International complies with local regulations and produces products that meet regulatory requirements
To build a brand in the sea, you first need to have a clear and accurate understanding of the consumption trends and preferences of overseas markets. Indonesian users have a soft spot for the cloves flavor. It took more than 12 months and more than 100 iterations to develop clove flavored atomizers specifically for Indonesian users; in this process, more than 2,000 atomization bombs were used for testing alone.
In 2020, Yueke International launched the "Tasting Officer" project, inviting local users to participate in product design. At present, more than 10,000 consumers around the world have participated in the survey, completed more than 40 flavor tests, and successfully listed more than 20 new flavors.
Practice social responsibility and actively offer suggestions and suggestions
In addition to forming a localization team and providing high-quality products, Yueke International always regards itself as a part of its region and actively fulfills its social responsibilities.
Protecting minors from e-cigarettes is a global topic of common concern. At the beginning of going to sea, Yueke International implemented the "Guardian Plan" and adhered to the principle of "opposing the sale of e-cigarettes to minors and opposing the use of e-cigarettes in front of minors" in the process of cooperating with global retailers.
We ask retailers to prohibit the sale of products to minors
Yueke International is also concerned about the survival of small and micro enterprises in the local area. Du Bing introduced that in 2020, Yueke International launched the Greenshoots project in the Philippines, working with partners to provide online training for small and micro enterprises and self-employed households that have suffered economic losses due to the epidemic, so as to help them improve their business capabilities and enable small businesses to support a large family.
A series of work with "trust" as the core has gradually become a reliable partner in the eyes of regulatory authorities in various countries after three years of going to sea. In 2020, Yueke International participated in several working group meetings of the Philippine Congress on the E-cigarette Regulation Act, providing advice on the details of the regulatory policy such as taste, minimum age, packaging and sales channels; in April 2020, the New Zealand Parliamentary Health Special Committee reviewed the Smoke-free Environment and Controlled Products (Vapor) Amendment Act to discuss the regulatory policies related to e-cigarettes; as an industry representative, Yueke International and local partners introduced the protection technology of minors to the Committee. And explore the long-term impact of e-cigarettes on public health.
Brand going overseas is an important historical stage in the transformation of Chinese manufacturing to Chinese creation and Chinese products to world brands. Du Bing said: "The seeds of trust bear the fruits of trust, Yueke International is willing to work with all partners to base on China and go to the world, we believe that the heart of globalization will pump out the blood of globalization." ”