Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
In the e-cigarette industry with huge regulatory pressure and continuous "gold rush" boom, the current situation of MOTI Magic Flute, an e-cigarette brand, is very worth exploring.
On the one hand, after experiencing last year's "Thousand Smoke Wars", the head e-cigarette brands represented by Magic Flute MOTI, Yueke, Fluke, Platinum, etc. stand out, even if they face strict online sales supervision, they have a relatively stable position in the hearts of the audience after all; on the other hand, although they are in the head, Magic Flute MOTI has been stabilized by Yueke, as the industry's "second oldest", it still faces fierce competitive pressure. Under the background of yue carving and a large number of e-cigarette brands, the second in the industry is not so good.
In the business code, the second may mean out, in this era of strong hengqiang, only focus on the first place, the magic flute MOTI is destined to take a stressful road.
Especially after the successful listing of Yueke's parent company Wuxin Technology, followed by Yueke's Magic Flute MOTI will face greater expansion pressure, it must continue to move forward to seek a larger market space, in order to land on the capital market like Yueke and gain the recognition of investors.
Shortly after the listing of Wuxin Technology, Modi MOTI opened a large subsidy activity that is rare in the entire e-cigarette industry, and it invested a billion yuan in subsidies for store expansion.
For The Magic Flute MOTI, the complexity of the industry environment has both hope and anxiety, in the industry regulatory "sledgehammer" is always hanging high, it still has to not relax for a moment to face the competition with competitors, in such an e-cigarette "eventful autumn" can it successfully break through? Only God knows.
The heat of the industry has not diminished
Although it has always been known as the second in the industry, it has more than one potential competitor in front of Moti.
Under the huge "money scene", Fog Core Technology, JUUL, Moore International, YOOZ Yuzu... A large number of e-cigarette brands have been favored by both capital and the market, which means that the future of the e-cigarette industry is still very unknown.
According to relevant industry statistics, in the past 2020, the domestic e-cigarette market has exceeded 8.3 billion yuan, and the related market has grown rapidly, and the new e-cigarette companies and brands have emerged every year.
Before the "big stick" of industry supervision has fallen, China's e-cigarette market can be said to be a recognized outlet for everyone, and even if the industry supervision is becoming stricter and the online sales of e-cigarettes are explicitly prohibited, the huge imagination space contained in this industry still promotes a large number of brands to expand one after another.
With the participation of massive capital and players, the heat of the e-cigarette industry has not only not cooled down, but has allowed the head brands that have gained advantages in the market to continue to find ways to expand. In recent years, e-cigarette brands represented by Magic Flute MOTI and Yueke have begun to compete fiercely in the offline dimension.
For Moti, although the unabated heat of the industry is good news, there are also two factors that are very unfavorable for the brand. First of all, the prospectus released at the time of listing showed that its market share exceeded 62%, which showed that modi MOTI's second share of the industry was not large and its position was not as stable as expected; secondly, the number of competitors was still huge, which would bring continuous obstacles to its future development.
The scenery and hidden worries of the magic flute
Objectively speaking, Modi MOTI still has its advantages in China's e-cigarette industry. As the second oldest in the industry for many years, consumers' choices will not lie, and everyone has a high degree of recognition for the taste, quality, technology and other aspects of magic flute MOTI electronic cigarettes, which also makes it attract many fans.
The product strength has advantages over the competitors, and the magic flute MOTI, which also has a high-end supply chain system and strong capital support, is obviously not to be underestimated. In addition, in terms of store expansion, with the huge subsidy store action of Magic Flute MOTI, the coverage of brand stores is becoming higher and higher, whether in first- and second-tier cities or in third- and fourth-tier cities, you can now see a lot of Magic Flute MOTI figures.
This shows that Moti MOTI has achieved pure fire in controlling costs, profits and standardized franchise management, which is conducive to the further expansion of the brand in the future.
But it is worth noting that behind the rapid expansion of Moti, there are also many hidden dangers, which may make the brand's expansion road less smooth.
Externally, as we all know, the current global e-cigarette supervision is in progress, many countries even directly ban e-cigarettes, e-cigarettes for minors' potential bad guidance role is also constantly brushing public opinion, these unfavorable factors will make all e-cigarette brands including magic flute MOTI dare not relax. Considering that Magic Flute MOTI has not yet landed on the capital market, its future pressure will be even greater.
Within the brand, Magic Flute MOTI also faces a lot of controversy. For example, brands have been involved in the sale of e-cigarettes to minors, and it has often been punished by the relevant market supervision and administration for various reasons.
In recent years, with the growing attention of the e-cigarette industry, the attention received by Modi MOTI is also growing geometrically, and at the same time, the negative news about Moti MOTI continues to increase. According to relevant media reports, there are currently a large number of negative complaints about brands on the Internet, including the sale of products to minors, product quality complaints, after-sales complaints, etc., which shows that while expanding rapidly, Modi MOTI has not been able to take into account the corresponding brand reputation.
And these negative and complaints for the magic flute MOTI are like a "time bomb", in the e-cigarette industry is very sensitive now, if the brand can not handle the relevant public opinion, then it may suffer a major impact.
It should be pointed out that even if there are some advantages in the product strength of The Magic Flute MOTI, but overall, the homogenization problem of the current e-cigarette industry is very serious, the attractiveness of a single brand product to consumers does not exist particularly unique, and the difference between the e-cigarette products of each brand is not as large as imagined, which is equivalent to weakening the advantages and competitiveness of the head brand in the industry.
In the face of increasingly diluted advantages and internal and external concerns, will Magic Flute MOTI continue to sit firmly in the position of the second oldest in the industry, or further "sit on two and look at one"? The answers to these questions can only be left to time.