The atomization technology industry represented by e-cigarettes has taken root in Shenzhen, bringing together more than 90% of the world's e-cigarette production capacity. According to the latest data, China's atomization technology products account for 95% of global production capacity and are exported to more than 200 countries and regions around the world; while China's electronic atomization patents account for 90% of global related patents. The atomization technology industry has become China's dominant industry in the international market. Looking back at the two important changes of e-cigarettes, it not only promotes the development of atomized e-cigarette product forms, but also presents the high-tech industrial attributes of atomized e-cigarettes driven by technology. How should brands grasp the attributes of the industry and build their core competitiveness?
In order to explore the road of high-quality development of the atomization technology industry, the industry, academia, research and media discussed with Taiwan. On December 27th, the "Changing Situation, New Machine Trend" 2021 China (Shenzhen) Atomization Technology Industry Development Summit Forum was held in Shenzhen. The event was hosted by The Southern Metropolis Newspaper and hosted by Shenzhen Big Thing Media, with extensive participation from industry associations, leading enterprises, research institutions, securities companies and other sectors of society, to jointly look at the new trend of industrial development and explore the road of high-quality development of the atomization technology industry. Zeng Huabin, deputy general manager of the domestic business department of Shenzhen Leiyan Technology Co., Ltd., the leading domestic e-cigarette brand, shared the company's exploration and practice in the layout of the whole industry value chain and going to sea at the forum.
Take product scientific research and brand output as the benchmark point, and support product iteration with scientific and technological innovation
It is understood that as one of the domestic head electronic atomizer brands, Shenzhen Leiyan Technology Co., Ltd., which is affiliated to Modi, has a business that currently covers both domestic and overseas, including North America, South America, the Middle East, Southeast Asia, Europe and other countries and regions, and integrates product design, research and development, production, marketing, import and export and service, which has a history of up to 10 years in export exploration and practice. Zeng Huabin said that from a global perspective, Leiyan Technology is a brand owner and distributor, selling products to distributors around the world. In the North American market, distributors and retailers distribute different product brands into different terminals, and at the same time build self-operated stores and e-commerce online malls.
At present, atomized electronic cigarettes are still facing many challenges in the development of overseas, in the long-term practical experience, Zeng Reignwood concluded that due to the rapid iteration speed of products in this industry, continuous innovation is the inevitable feature of atomized electronic cigarettes. China's leading position in the global market mainly depends on the continuous leading advantage of technology, so if you want to contribute to the country and the industry at sea, you must have the ability to continuously innovate product research, which is also a requirement for all brands.
In this regard, Zeng Huabin analyzed two benchmark points of LeiYan Technology in the exploration of overseas at the forum: one is to take product scientific research and brand output as the benchmark point, and the other is to have OEM capabilities to assist overseas brands in product output.
Zeng Huabin believes that product scientific research is the core ability of atomized electronic cigarettes. Products must be adapted to the local market, and companies must face the challenge of continuous technology iteration due to the short life cycle of each product. "The main component of product strength is scientific research and innovation ability", Zeng Reignwood further analyzed, "in a sense, product scientific research is the most core ability of atomized electronic cigarettes, in this regard, Leiyan Technology through the production and research and development of atomization basic materials, as well as atomization basic scientific exploration as the basis, to build the production and assembly capabilities of core materials, in order to form the definition of product capabilities." Technological leadership has a deeper meaning, MOTI Magic Flute is defined as a brand with leading technology, which is the basic guarantee based on technical compliance, technical safety, and technical experience. ”
Service terminal, the ability to build a brand owner's service terminal
Looking at the entire overseas e-cigarette terminal market, consumers have a wealth of choices, in the fierce market competition environment, the future terminal will or present a variety of forms of store layout, and how to deal with the terminal and how to serve the terminal is a problem that the brand needs to solve.
Zeng Huabin pointed out that in the current terminal link, the store staff lacks the information of the product and the industry's cognition, and the connection with consumers is not unimpeded. The role of the brand is to build the team and ability of the service terminal, and solve the problems of the terminal in compliance operation and business development.
In fact, the challenges faced by enterprises in the terminal are no less than the technical challenges, Zeng Huabin pointed out that the core purpose of the brand service terminal is to reduce the obstacles between the brand and the consumer. Brands need to empower terminals, first of all, they must consider providing competitive products for terminals, establish corresponding service quality standards, and continue to introduce the latest technologies in the industry to provide consumers with a positive consumer experience. At the same time, in order to solve the compliance problem of the product itself, the brand must provide products that meet local national standards and adapt to the local market. In addition, brands need to build service teams and service capabilities to help terminals solve problems.
Producer: Nandu Electronic Cigarette Industry Observation Research Group
Author: Researcher Liu Jiayi