ZIPPO VAZO e-cigarette: Overseas markets have long been laid out, and the domestic focus is on compliance

Blue Hole New Consumption reported today

News on February 22, today, the well-known media in the domestic electronic atomization industry, Blue Hole New Consumption and high-end atomization brand ZIPPO VAZO jointly launched the "Blue Hole Third Anniversary Celebration and Industry Opening Year Seminar Lianmai Series Activities", in the "Blue Hole New Consumption" WeChat video account in the form of live broadcast with many brands to discuss enterprises, industries and products and other topics, aiming to help shop owners and practitioners understand the development status of each brand and solve various questions in the post-regulatory stage of the industry at the beginning of the year.

The event will invite various brands to be guests in the live broadcast room, continue to output different views and opinions, and provide a large number of red envelopes and products, dry goods, benefits are available, please lock the "Blue Hole New Consumption" video number.

This series of consecutive activities is exclusively supported by ZIPPO VAZO, and we hereby thank you.

VAZO is one of the representatives of high-end electronic atomization products. Has been adhering to high quality, high brand, do not do entry-level, do not reduce the price, on the contrary, individual products are not only expensive, but also limited. Today, Blue Hole connected with Vazo Marketing Director Gao Wenhan to ask some interesting questions directly.

The following is the live question interaction:

Blue Hole: How did VAZO achieve throughout the year last year? Satisfied? Talk about ideas, just give last year a total conclusion.

Gao Wenhan: First of all, I would like to thank the Blue Cave for inviting you to participate in the third anniversary celebration of the Blue Cave, we all know that it is not easy to start a business, congratulations to the Blue Cave, congratulations to Chen Zhong, really and cherished, congratulations. Looking back at these three years, the time has passed really fast, I think about it carefully, probably in the atomization industry has been in the industry for two years, from the beginning of completely unknown, to now also counted into the door, can not say that the hall into the room, but can also be said to be one of the industry practitioners.

Speaking of our brand, VAZO officially released its products in April 2019, and it has been almost 3 years now. In the past three years, we have experienced many twists and turns, and the industry has changed rapidly, but what has not changed is our positive and optimistic attitude towards the industry. Because we always believe that atomization is a very large track, this is the third way of human intake besides eating and injection, and if it is properly studied, then the ingestion efficiency of atomization is very high. Therefore, from the perspective of the entire atomization industry, the atomization of nicotine is only a manifestation of atomization, and it is also our most common way of embodiment, and what is happening in the future or even now is the atomization of various nutritional supplements, medicine, Chinese herbal medicine, etc., which is even extended to the field of pet atomization.

With the advancement of science and technology, some things should still be handed over to time, and in this process it requires a good attitude, some people believe because they see it, and some people see it because they believe it. I believe that atomization will continue to evolve towards a portable, simple and efficient way.

Looking back at 2021, the time is passing really fast. For VAZO, we are very satisfied with the overall results of the past year. In the past year, we have more firmly followed the brand spirit of VAZO "I, Ownism" and launched a series of products that consolidate brand positioning and promote brand tone. From the "Zhao Cai Jin Bao" and "Star Moon Leaf" that combine complex craftsmanship, to the EVA joint model that evokes countless people's memories, to the annual limited joint edition "Tiger Howl" jointly launched with the famous European jeweler PRECIOSA At the end of the year. We have also carried out full and in-depth cooperation with The Blue Hole with the release of each product, and I believe that everyone, as a fan of the Blue Hole, is very impressed by our products.

Not only on the host, but also on the cotton core atomization warehouse last year we also made a great breakthrough, we increased investment in research and development, combined with the latest cotton core atomization warehouse technology, successfully launched the third generation of cotton core atomization warehouse XPerienceTM, which greatly solved the cotton core atomization warehouse in the past in the consumer experience of many drawbacks, from the market feedback is also very good.

Last year, we also participated in the whole process of blue hole exhibitions across the country, in the process of running the exhibition, not only gained a lot of partners, but also met many friends in the industry, which is also a very important harvest.

Starting from the product, VAZO's 2021 not only let more old friends and new friends know VAZO, but also let everyone identify with VAZO more. Agree with the philosophy we advocate and identify with our products that start from the consumer experience. Therefore, we feel that vazo has achieved quite satisfactory results in the development of the whole year last year.

Blue Hole: Many practitioners are not optimistic about the future of the industry, how do you think about the current e-cigarette industry?

Gao Wenhan: Just talked about our expectations for the entire industry, now we talk about going back to e-cigarettes, like we just said, e-cigarettes are a trend, he is changing the way a generation consumes nicotine, which is a habitual change. Therefore, the introduction of the national standard, the definition of electronic cigarettes is also clearly containing nicotine aerosols for people to smoke electronic transmission products are defined as electronic cigarettes.

What is nicotine? Nicotine is a highly addictive substance, this kind of highly addictive substance must be regulated by various countries, which normal country has no regulation for such products? does not exist. Unregulated addictive products will only make the entire market more crazy, so only policy forces intervene to make the addictive products industry develop in the long run.

At the end of 2021, everyone finally ushered in the long-awaited national supervision, from November 26 to December 2, the state successively promulgated a series of relevant laws and regulations for the e-cigarette industry, including the "Decision of the State Council on Amendment", the "Draft for Comments on E-cigarette National Standards", and the "E-cigarette Management Measures (Draft for Comment)". In terms of regulations, the three documents have their own emphases, the "Decision" determines the legal status and regulatory orientation of the industry from the macro level; the national standard draft provides the direction of compliance of the entire industry's products; and the "Management Measures" clarifies the future market order and regulatory rules of the industry.

In general, the promulgation of a series of decrees is certainly good for the overall development of the e-cigarette industry, but at the same time, it also puts forward new requirements for the previous e-cigarette industry from stores, distributors, brand owners, supply chains and other links, which may play a new role or may be subject to more stringent scrutiny on past standards.

Change takes time to adapt, and there may be a period of pain, so it is not difficult to understand why some practitioners are not optimistic about the future of e-cigarettes at present. However, looking at the macro level, before the introduction of regulatory policies, many of the chaos in the e-cigarette industry that make practitioners cry bitterly will be solved, and the problems that consumers once had headaches will no longer exist. Therefore, the future of the industry as a whole must be a good future, but each role in the industry needs to make more or less changes or adjustments in order to enter a better future with the times.

We always believe that the development of an industry should be observed from a long-term perspective, and a truly long-term operation of the industry must require strong regulatory guarantees, which is not only supervision, but also the protection of brands, distributors and thousands of practitioners in the industry, and also a strong guarantee for the sustainable development of the industry.

Blue Hole: In response to regulatory policies, what adjustments has VAZO made to the market side and the product side?

Gao Wenhan: The new policy of e-cigarettes has finally fallen in the hope of the public, whether it is the requirements of nicotine content and ingredients at the product end, or the policies in production and operation, there is no doubt that they have pointed out the direction for the development of the industry. Regarding the interpretation of the policy, I believe that the media from all sides, including The Chinese brother, have already interpreted it in great detail, and everyone who is interested can go to see it. For our brand side, we always support and support the policies and laws and regulations issued by the relevant departments, the industry needs to move towards compliance, and only by embracing supervision can the industry be long-term and orderly and sustainable. As a member of the industry that has always resolutely supported national laws and regulations and unswervingly responded to the call of national policies, VAZO is also making a series of adjustments.

On the market side, we resolutely implement the requirements of "no new products, no new sales points" during the national buffer period, suspended the release of new products in our reserves, and as we all know that we have high-quality cooperation resources in the field of IP cooperation, we also sent a letter to our IP partners at the first time to delay the development of new IP cooperation products; but all this is suspended, by no means terminated, after the landing of the New Deal, we will have more surprises to bring to our consumers.

On the product side, we have carried out product compliance adjustments according to the "National Standard Draft for Comments", from the functional settings of the host, to the composition ratio of the atomization liquid in the atomization tank, the nicotine content, etc., a series of research and development adjustments have been launched, and in the near future, they will soon meet with friends.

Blue Hole: Is VAZO already in the overseas market? What do you think are vazo's advantages overseas?

Gao Wenhan: In fact, we have been laying out overseas markets since very early on, so far, our various products are exported to South Korea, Malaysia, the Philippines, Spain, Kenya and other countries and regions, in South Korea alone, we have reached channel cooperation with GS25, one of the largest convenience store channels in South Korea, and landed more than 6,000 convenience stores in Seoul. For now, overseas markets have considerable potential for development, and we as brands naturally hope not only to provide our services to Chinese consumers, but also to bring the spirit of "I, ownism" to other corners of the world.

In terms of competitive advantage, I think the core is the same at home and abroad. Its fundamental or to settle on your product strength, overseas e-cigarette market development is more mature than the domestic, channel forms are more diverse, rich, which makes high-quality products can stand out through many opportunities; secondly, overseas for the cotton core has a stronger preference, let us have more strong confidence in our cotton core products.

Finally, backed by THE STRONG BRAND POWER OF ZIPPO, OUR STRONG BRAND HERITAGE AND CULTURAL GENES ARE ALSO A POWERFUL WEAPON TO ALLOW MORE OVERSEAS CONSUMERS TO JOIN THE WORLD OF "I, OWNISM".

Blue Hole: What will be the focus of domestic work this year? Tell us about VAZO's master plan for this year.

Gao Wenhan: Compliance adjustment will be the top priority of this year's work. We must ensure that all products are in line with the latest national standard, to bring consumers in line with the legal requirements of the products, while in the channel, sales, market, publicity and other aspects to embrace the policy, in line with the national standard on the basis of continuous innovation, to bring consumers a new experience, freshness, this is a major focus of our work this year.

At the same time, we also firmly believe that the overseas market is a brand new export, in addition to domestic policies, I believe that we can also find from the official release of the document that the country encourages the industry to boldly test the determination of the overseas market, at present, 90% of the global electronic atomization industry supply chain is in the country, which is undoubtedly a huge advantage for the development of overseas markets, the outside world is very large, we believe that a larger market is still waiting for us to develop.

We will continue to carry forward the brand image that has been established in the minds of consumers, and after the buffer period is over, the changes in the market will still bring many development opportunities, and everyone can look forward to it.

Blue Hole: Predict the pattern of the market this year.

Gao Wenhan: In the domestic market, in 2022, when the industry chaos is finally over, we look forward to ushering in the benign development and compliance development of the industry as a whole. In this context, the market pattern may usher in a major reshuffle, but it is also possible to continue the Matthew effect of "the strong are strong, the weak are weak", all of which are currently unknown. But what we always know and believe in is that only compliant brands are brands that can go further. VAZO has always been a brand that adheres to long-term doctrine and long-term strategy, looking at its own path, I can confidently tell you that although we are not good at predicting the situation of other brands and the overall market pattern, we will make VAZO a place for a long time and become bigger and bigger.

Compared with the domestic market, the pattern of the overseas market is indeed unpredictable, especially in 2022, when major brands have embarked on the road to the sea, we believe that the pattern of the overseas market must be staged in a drama of the crowd, but as I said before, thanks to the psychological recognition of overseas consumers for the e-cigarette category, as well as more flexible and diverse channel forms, who can provide more powerful product strength and stronger brand power for the overseas market, who can laugh to the end. In this regard, VAZO is not afraid of challenges.

Blue Hole: This year is the 90th anniversary of ZIPPO, as its atomization brand, will VAZO have a joint action?

Gao Wenhan: Of course, since you have said this, you may wish to make a small advertisement, at the end of 2021, which just ended, ZIPPO officially launched the ZIPPO EDGE trend creation branch line, and officially landed the offline ZIPPO Innovation Center in Shanghai, China. Friends who are interested in trend culture and design concept may wish to punch in, where you can not only see many of ZIPPO's latest design products combined with trend ideas, but also many of our new products from VAZO are also on display to jointly interpret the brand spirit of ZIPPO.

In addition to the offline cooperation mentioned above, we are also preparing product linkage with ZIPPO for the 90th anniversary.

As we have previously launched the electronic atomizer and lighter combined with the astronaut gift box, zhao cai into the treasure gift box, etc.; as we all know, many fans of VAZO are fans from ZIPPO, providing a celebration gift full of surprise and passion for our common fans, which is also what everyone is looking forward to, the specific product details are not convenient to disclose at present, but I believe we can hand over a satisfactory answer sheet for everyone, so stay tuned.

Blue Hole: Speaking of co-branding, you are the best at it, share how to choose IP co-branding, how to contact, cost and so on. For example, how did the tiger roar, how did the starry moon night come out?

Gao Wenhan: The essence of IP is the market value brought by intellectual property rights, and the use of good IP to empower their own products is the way many industries and brands will choose to play nowadays.

Many brands will be entangled, so how to choose the right IP for our cooperation, how to do a good job of an IP product, in the choice of ip that suits us, we also have a set of our own methodology, here to share with the fans of the blue hole: first of all, to do a good job of brand positioning and IP evaluation, what brand is our brand, who our brand sells to, what kind of user portrait, what customers like, about the age level, what is the consumption level; do a good job of accurate brand positioning.

When there is a brand portrait, according to Tu Suoji, looking for IP that can match me, connecting with the desired IP channel, and confirming the cooperation resources, the early and mid-term design, promotion, publicity, marketing until the after-sales of the product, are the stage of resource confirmation. The cost is also negotiated at this stage, good brand power will provide you with a stronger chip for negotiation, because brand co-branding is ultimately a two-way selection process, if there is no better brand power as a support, then the weak brand power of the party will only have funds as a chip for cooperation negotiations, this time the cost accounting is repeatedly raised is not surprising.

After getting the IP to design support, good IP is very ugly no one pays, good design is not just a simple sticker, print logo so simple, need and the tone of the entire product, the tone of the brand and the product structure to integrate, which can create a good product.

Marketing and promotion, taking a good hand, making a good product of course needs more people to know, marketing and promotion is also a very critical step.

Whether it is the "Tiger Howl" just mentioned in Chen, or the EVA that we sold out on the first day before, and Donglaiye, which is still selling hot, it is around the above points that I mentioned, and it is strictly in accordance with the process to promote IP selection and cooperation, from beginning to end, we must firmly and clearly define the idea of cooperation and the purpose of cooperation, so as not to fall into the strange circle of cooperation and cooperation.

Blue Cave: Today, many VAZO's shopkeeper friends also came to the live broadcast site, I believe they need the encouragement of the brand side at this moment to set a small goal for VAZO this year?

Gao Wenhan: Hello friends of VAZO's shopkeepers! First of all, thank you for choosing VAZO and for coming here with VAZO. As I said before, the future prospects of the industry are good prospects, but also the prospects of having a broader space for development, and I hope that in the future days, we can continue to walk with you. We will always be committed to providing you with better products and services for consumers, bringing more surprises.

VAZO's "small goals" have never changed, and we want to work with our partners to do something together in this emerging and promising industry. Hopefully, our shopkeepers will make money, and together we can make the industry grow in an orderly and sustainable manner. Behind us are thousands of shopkeepers and families, behind the industry are thousands of practitioners, we have a lot on our shoulders, the task is heavy and long, you all work together.

Blue Hole will invite the founder of MYX Mi and COO to be guests in the live broadcast room on February 23, and everyone is welcome to watch it on time.