Blue Hole New Consumption reported today
March 31 news, blue hole live broadcast Lianmai has been carried out for 23 issues, each issue we will invite Lianmai guests to zero nicotine products and herbal atomization products analysis and judgment, let's take a look at how the current industry 9 executives view the zero nile product line.
Zero nicotine, as the name suggests, is a nicotine-free electronic atomization product with a variety of fruit flavors, which is in contrast to e-cigarettes containing nicotine.
Herbal atomization (the outside world also says that Materia Medica atomization, not controversial concept and definition) is generally based on extracted herbs for atomization, focusing on the concept of great health, generally you will hear the same source of medicine and food. Now some manufacturers will say that the products they produce have certain effects, and some will say that they are just pure herbal flavors of non-effective.
Both of these products can actually be regarded as nicotine-free atomized products, and can be classified into the Zero Ni series.
Let's first take a look at how e-cigarette executives view such products and layouts.
Unified question: What do you think of the 0 ni and herbal atomization markets? Has the company made a relevant layout?
GAO Wenhan, marketing director of ZIPPO VAZO: We always believe that atomization is a very large track, this is the third way of human intake in addition to eating and injecting, if properly studied, then the intake efficiency of atomization is very high. Therefore, from the perspective of the entire industry of atomization, the atomization of nicotine is only a way 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.
Comments: Tai Chi master, no comment, only talk about the concept, not talk about the layout.
MYX Mi CEO Wang Zhenghuai: What we have built is a brand new track, not herbs, not 0 ni, but focusing on the combustion force of 10% of the most critical ingredients, we hope that by creating MYX Mi power, more natural energy factors and natural aromatic elements that meet the requirements of food and drug safety will be provided to our consumers.
Comments: Gu left and right to talk about him, open up new roads, not with the company.
Kemi founder Jackk: All Kemi cigarette bombs on the market have been adjusted to meet the required 2% nicotine content, and 0 nicotine smoke bombs are also planned.
Comments: Zero Ni is in the planning.
Tobacco expert Li Youqiang: Nicotine-free lack of soul for atomized e-cigarettes, in terms of The performance of the Japanese market, tepid is the best example. In the short term, through some behaviors such as online sales, there is a certain amount of sales, and in the long term, it must be in the direction of functionality, and the technical route, especially the atomization technology, must be changed, such as spray atomization, ultrasonic atomization and screen atomization using venturi principles.
Comments: Long-term optimism, short-term limited, functionality is the way out, atomization technology needs to change.
Liu Dongyuan, CEO of It: Regarding herbal atomization, I want to pour some cold water on my peers, which is a pseudo-concept with empty heat at this stage. First of all, the starting point of many small enterprises to do herbal atomization is to avoid policy risks, and the chance of getting a license is very small, so it is an unregulated 0 nicotine product, but everyone knows that there is no addiction without nicotine, which is not good business logic. So what to do? Just add some medicinal and food homologous Chinese herbal ingredients to the ingredients, exaggerate the propaganda that there is this function and that function, and hope that consumers will become addicted to cognitive behavior.
To put it bluntly, these routines are a lot like the charlatans in tv shopping in the early years. In this way, the track of herbal atomization is likely to be rotten by people who have no ethics and no background in traditional Chinese medicine. Herb atomization is the fifth type of form in addition to the four types of traditional Chinese medicine pills and creams. It is a brand new blue ocean track, this track needs a certain threshold of entry, no Chinese medicine background you do not engage in this.
Comments: Once a continuous wheat, herbs are a lifelong enemy. Liu Dongyuan's good intention is to remind users not to be deceived, and at the same time point out the careful thinking of zero ni manufacturers to circumvent the supervision of e-cigarettes.
Keyi CMO Gu Yong: Keyi firmly optimistic about the track of herbal atomization, we believe that herbal atomization is the e-cigarette of four years ago.
Atomization is a technology platform, can not be simply equated with e-cigarettes, e-cigarettes are only the most rapid development of a product form on the atomization technology platform in the past few years. With the development of atomization technology, including the progress of biological extraction technology, functional herbs have entered the fast lane of development, coupled with atomization products have become elements of fashion trends, atomization suction habits have also become habits in many young people.
Combining various factors, since September last year, Keyi has been investigating and demonstrating the market prospects of herbal atomization, and after being determined, product research and development has been carried out, and in early March, Easy herb atomization products have been listed.
Atomization of this category, you can refer to the development and evolution of beverage categories, there are mineral water specially for quenching thirst and replenishing water, there are also tea-flavored, fruit-flavored drinks, and functional drinks. The positioning of herbal atomization is similar to that of functional drinks, not the main curative effect, but has a certain degree of functionality. Of course, with the further development of technology, therapeutic herbal atomization liquid is also a development trend and will become a subdivision category.
Comments: Keyi is a practical school that is practiced by the body, not only optimistic, but also really done, not only really done, but also named Pin Dong separately.
Zhang Xiang, Vice President of Dragon Dance: For herbs or 0 ni products, in fact, we began to produce and sell in 18 years. Although such products are not addictive, there are still many loyal users who repurchase more than 5 times, but the number of users and the scale of growth will have certain limitations. If the New Deal lands 0 Ni products unsupervised, you can try to open a new market, because it is facing users who are completely different from e-cigarettes, mainly concentrated in female consumers, middle-aged and elderly users and mild smokers.
Regarding the market, we still follow the policy and will not make an advance layout based on speculation. Because Dragon Dance's 0 Ni products have received good market feedback and consumer recognition overseas, especially in Japan, the products and technologies are mature and can be quickly scaled, so we can wait until the new domestic regulations are implemented before we start planning, and it is completely too late.
Comments: While walking, looking at it, taking overseas as a sample, waiting for domestic regulatory policies.
Foogo COO Wang Yu: Foogo's R&D team has made positive preparations for herbal atomization and is still in the R&D and testing stage. However, at present, how the future development of herbal atomization needs to be demonstrated in many ways.
Comments: High emotional intelligence answer: I am preparing, I am developing it, and I am thinking about it. Low emotional intelligence answer: Sorry not to be optimistic, you are asking a very question.
Cai Shaodong, CEO of Non-Me: For herbal atomization products, the national policy should be clarified.
Comments: Simple and rude, we can do it, can not do what the prospects are in vain.
Wang Guang'an, COO of Bode: At present, many things are not very mature, whether it is the development stage or from the aspect of product technology or even whether it is compliant, it still needs to be looked at again.
Comments: Another Tai Chi master, this thing, from the business point of view, but also to see, from the supervision point of view, but also to look at the drops.
From the statements of the above 9 guests, it can be seen that there is no consensus on the Zero Ni Circuit at all.
Impressed by Liu Dongyuan, reminding users to be careful of being cut leeks in the short term, he immediately became a herbal enemy. There is also a half-stud of Ease, really pinching the sweat for Gu Zong.
Let's take a look at what clues can be seen in the e-cigarette management measures on this issue.
On December 2, the State Tobacco Monopoly Administration issued the Administrative Measures for Electronic Cigarettes (Draft for Solicitation of Comments), and on March 11, the Official Version of the Administrative Measures was released on the website of the State Tobacco Monopoly Administration.
Compared with the "Measures for the Administration of Electronic Cigarettes (Draft for Comments)", 9 new articles have been added to the official version, 4 articles have been deleted, and 27 articles have been adjusted.
Among them, the Administrative Measures have adjusted the definition of e-cigarettes: the original draft for comments on e-cigarettes "refers to electronic transmission products that produce aerosols containing nicotin (nicotine) for people to smoke." E-cigarettes include cigarette bombs, smoking equipment, and products sold in combination with cigarette bombs and smoking utensils, excluding heated cigarettes that have been included in cigarette management. Products that do not contain nicotine or are not used to deliver nicotine should not be labeled as e-cigarettes and should be clearly marked on the packaging 'This product does not contain nicotine (nicotine) ingredients' or 'This product is not used to deliver nicotine (nicotine)'" Revised to "Include smoking bombs, smoking equipment, and products sold in combination with smoking bombs."
The second draft of the national standard for electronic cigarettes defines the atomization.
Definition of atomite: can be atomized in whole or in part by an electronic device into a mixture of inhalable aerosols and auxiliary substances. Minors should not be induced, and the characteristic flavor of the product should not be made to appear in flavors other than tobacco. The nebulizer should contain nicotine.
This sentence also makes the enterprises that do zero ni and herbal atomization mess up.
According to the December 2 version, zero nile products such as nicotine-free herbal atomization are not classified as e-cigarettes as long as they are not recognized as e-nicotin delivery systems.
But the definition of e-cigarettes on March 11 and the definition of atomites in the national standard have made this track a chaotic state.
Tang Shunliang, a lawyer at Beijing Zhonglun Wende Kunming Law Firm and a lawyer in the field of tobacco new tobacco, said that the "Management Measures" show that there is no limit to nicotine, no Materia Medica, heating and not burning, etc., and the scope of the definition is expanded.
Liu Dongyuan sharply pointed out that some of the same behavior circumvention supervision methods were changed to zero ni products, in fact, the online sales of some zero ni enterprises have indeed been crazy to wipe the edge ball.
The 2019 online e-commerce ban is for e-cigarettes containing nicotine, and nicotine-free products can still be sold.
Probably the practitioners of this industry are remembering to eat or not to remember, still mentioning scientifically assisted smoking cessation and smoking cessation artifacts.
Change the platform, you can see similar to the fruit flavor, smoking cessation artifact said.
Remember the year of electronic cigarettes, smoking cessation artifacts rampant, at the snap of a finger, online bans on the arrival, electronic cigarettes ashes extinguished.
In addition to the online chaos, in the field of foreign investment, there are also some companies that exaggerate.
Excerpted from a brand investment document.
Three years ago, the e-cigarette was still his little sweet, and in the blink of an eye, he abandoned the e-cigarette and ran to the Materia Medica to atomize, directly becoming the "harmful" Cow Lady.
This face-changing speed is comparable to Sichuan opera.
At the same time, take the unproven beneficial health, as well as the policy restrictions, distribution channels and wide profit margins to attract shopkeepers to join and sell zero ni products.
Blue Hole Analysis: Big things are not good
From the perspective of business model, electronic atomization without nicotine is undoubtedly a flower rack. Expert Li Youqiang said that there is no soul, we think it is: Ask Jun can have a few sorrows, just like a group of eunuchs going to the Qinglou.
From the current situation, although zero ni is not enough to become a track that attracts people's attention, from the misleading point of view of the online smoking cessation artifact and the investment documents, it undoubtedly constitutes the exaggerated propaganda "chaos" mentioned in the supervision of e-cigarettes.
In addition, what measures are in place to ensure that all zero-nile enterprises do not contain nicotine in the online ban? From the perspective of the development of e-cigarettes in the past three years, large enterprises can achieve self-discipline, but small enterprises that do not self-discipline are one of the reasons for the chaos in the industry.
After most e-cigarette companies have achieved compliance and self-discipline, the competent authorities have still issued e-cigarette management measures, which explains the necessity of supervision.
From the perspective of the purpose of banning flavored e-cigarettes, it is to eliminate the taste of fruit to attract minors to use e-cigarettes, although zero ni does not contain nicotine, but there are still many fruit flavors, will it also attract minors to use?
From the perspective of social phenomena, the claim that herbs mentioned by some companies is healthy and safer than e-cigarettes may lead to new people entering the attempt, which in turn extends to the use of e-cigarettes or cigarettes.
If it is not easy to understand, we can give an example, you took out a nebulizer in the airport terminal and smoked a zero ni product, and others accused you of smoking in public places, how do you explain?
You say that I don't have nicotine in this product, not smoke, but others don't believe it. Big mom will accuse you of saying that what you pull out is an electronic cigarette stick, what you spit out is smoke, what is not nicotine or not, you are smoke, you will teach my grandson bad.
In the end, you can only silently put away the cigarette stick and say quietly, the world does not understand me.
This example actually illustrates the current paradox, whether it is biased or not, but there is indeed some misleading.
Liu Dongyuan said more directly, many companies that do zero ni are to circumvent the current e-cigarette supervision, which is not good.
This reminds us of the regulation of synthetic nicotine in the United States.
According to the law, the original FDA can only regulate tobacco-derived nicotine products, but recently this loophole has been plugged, and the final bill has been signed, and the FDA can regulate synthetic nicotine, which makes e-cigarette companies that previously thought that they had circumvented the loopholes in nicotine supervision suddenly mute.
Therefore, the hole is not easy to drill.
Either, you look different, for example, is the zero ni product is not a candy, you have to be the same atomized form and atomization as the e-cigarette, then you have a high probability of falling into the regulatory category.
As for this supervision, whether to include the same as e-cigarette supervision, or on the prohibited category, at present, we have to wait to see the detailed rules, but the statement that it is not regulated is absolutely unreliable.
If it is included in the supervision of e-cigarettes, that is, there can be no fruit flavor, and there is no nicotine, which is not equivalent to atomizing boiled water.
If this category is prohibited, it is, cool.
The sentence in the national standard is worth reading 100 times, and the atomization should contain nicotin.
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