China's e-cigarette industry in the outlet is ushering in a rare opportunity of the times. At the same time, this industry, which is rapidly arched by capital, is also facing a severe test.
As the head brand on this fast track, how did relx Yueke break the game? On October 30th, at the forum "E-cigarette Entrepreneurship in the New Consumption Era" jointly held by 36Kr and iECIE Shanghai Steam Culture Week, Jiang Long, co-founder of Relx Yueke and head of channel sales, delivered a keynote speech on "E-cigarette Entrepreneurship Needs Higher Ethical Standards", telling the growth path of Relx Yueke.
(In the forum activities, Jiang Long, co-founder of relx Yueke, told the growth method of Relx Yueke)
Jiang Long believes that on the road to building an e-cigarette regular army brand, it is very important to adhere to products, services and corporate social responsibility.
At present, relx is continuing to invest heavily in supply chain management, safety quality control and technology research and development. Jiang Long revealed that relx not only launched the world's largest exclusive e-cigarette factory in the third quarter of 2019 to establish a supply chain and quality management system with deep control, but also established the first large-scale laboratory of independent e-cigarette brands in China and introduced the industry's most stringent cigarette oil enterprise standards.
At the same time, the efforts in corporate social responsibility are also what Relx has always insisted on. Since its inception, relx has made the protection of minors a top priority and has continued to upgrade the Guardian Program. Jiang Long said that the goal of relx Yueke is to become a company that creates huge social value: "We require ourselves to have higher moral standards, not only hard power, but also real responsibility." ”
"The times have given us such a good opportunity, standing on the historical accumulation of the industry for more than ten years, we must do something beautiful and meaningful for this era and society." Jiang Long said.
Jiang Long said in his speech that the emergence of three major opportunities has made the track of e-cigarettes encounter a good era.
Relatively mature production supply chain. Before 2018, e-cigarettes in China has experienced more than 10 years of production and research and development accumulation, production technology is very mature, we can carry out various types of product innovation according to the needs of different consumers, mature supply chain also ensures that there is not much gap between product supply and demand.
Good product experience. Standing on the accumulation of the industry in the past ten years, the upgrading of the product itself has been able to greatly meet the various experience needs of users. The current electronic cigarette product form is small, the latest "bullet change atomized smoke", no button, "fool" operation, plug and play, easy to carry and use. There are also relatively good atomization technologies and better smoke oil on the market.
A fast-growing user base. A report from Public Health England (phe) published on the UK government website (gov.uk) points out that the risk of cancer in e-cigarette smokers is much lower due to the reduction of more than 70 known carcinogenic components in traditional cigarettes – the potential risk of cancer among e-cigarette smokers is less than 0.5% of that of traditional smokers. Users have begun to wake up, while maintaining the demand for nicotine, everyone has begun to have a higher demand for health and safety, and e-cigarettes are becoming more and more user-based.
In the e-cigarette industry, the relx brand has always been the first choice for quality assurance, and has been recognized by more and more users. According to data from euromonitor, a well-known market research agency, relx accounted for 44% of the market share of the domestic e-cigarette market in the first half of this year, far exceeding the sum of 2 to 10. According to relx internal estimates, relx Yueke's domestic market share in August has exceeded 60%.
What exactly did relx do right? In Jiang Long's view, when relx Yueke gives the product to the user, it can bring the user triple value: 1. 2. The physical value of the product itself mainly involves experience and safety; 2. Service, service is the continuation of the product, but also the best way to interpret the value of the product and brand, the service will significantly promote the user's use and understanding of the product; The user's psychological satisfaction, we are not only providing products and services to the user, but also passing on a cultural value, which is a complete brand value embodiment.
(Jiang Long: Relx's goal is to become an enterprise that creates great social value.) ）
First of all, relx has made a good product. Good products can provide users with the best experience, and any product launched within Relx needs to go through 5-6 rounds of very strict internal audits. We believe that the most important thing for a good product is to meet two conditions: safety and experience.
In terms of safety, relx is the first independent e-cigarette brand in China to establish a laboratory in accordance with cnas standards. This laboratory is committed to the research and development and evaluation of biotechnology, organic synthesis, chemical analysis, pharmacology and toxicology, perfume evaluation, structural design, etc., adhering to the cornerstone of R&D innovation and putting safety and quality service in the first place. At the same time, in order to ensure the safety of cigarette oil, we also took the lead in formulating the first "Electronic Smoke Liquid Enterprise Standard" for independent domestic electronic cigarette brands. Relx invests no upper limit on R&D to ensure that users are reassured about their products in terms of safety.
In terms of experience, we pioneered the "relx Yueke e-cigarette sensory evaluation system version 1.0", which includes 10 flue gas comfort evaluation indicators, 9 bad breath evaluation indicators, 2 physiological satisfaction indicators, 4 psychological satisfaction indicators, and 51 flue gas flavor evaluation indicators, a total of 76 evaluation dimensions. Any new flavor on the market, must go through 80 days of research and development, 500+ consumer tests, +100 times of formula adjustment, and finally only about 1.5% of the products have undergone heavy assessment and testing recommended to consumers.
Relx also does a lot in terms of service. Users spend money to buy not only products, but products + services, and for e-cigarettes, the penetration rate of categories is still relatively low, so early or head companies need to assume industry responsibilities and educate consumers. Therefore, the user's pre-sales consultation, information collection, the interaction between the trial and the channel personnel in the sale, the use of after-sales products, and how to solve problems in different scenarios are the most important truth moments when users recognize this category.
Therefore, Relx has also formulated a very strict pre-sale, sale and after-sales service standard system. There are customer service satisfaction, average response time, e-commerce product praise rate and other core service indicators as a company-level assessment item, we regard service as the third truth moment of contact with users, only good service can help products and users to build emotional links and mental binding.
Then there is the introduction of excellent talents. We firmly believe that only the best teams working together can overcome the greatest challenges and achieve the most meaningful causes. We do not set a ceiling on investment in talents, as of today, more than 600 small partners have joined Relx Because of the common ideal and mission, we will continue to provide a challenging, very innovative spirit, and constantly subvert their own positions, to help every reelxer who joins to grow themselves quickly and achieve their own achievements in Relx.
Jiang Long stressed in his speech that in the process of rapid growth, relx Yueke has a more important point, that is, the persistence of social responsibility. As an enterprise, in business operations, you can seek survival and development, which is the bottom line of private interests; while surviving and developing legally and compliantly, this is the bottom line of morality, because the law itself is the bottom line of morality; but if the enterprise only does this, it is a society that has more than you, and less than you.
The goal of Relx Yueke is to become an enterprise that can create huge social value, so Relx Yueke requires itself to have higher ethical standards and have real responsibility. In the past 1.5 years, in order to protect minors, relx has launched the "Guardian Program" and done a lot of things.
Since the first product was launched in 2018, relx yueke has taken the initiative to print reminders such as "do not use minors and other groups" and "avoid contact with children" in a conspicuous position on the outer packaging and instructions of the product. At the same time, relx Yueke is continuing to actively publicize sub-cigarette users, emphasizing that minors should avoid contact with e-cigarettes during use, and do not use e-cigarettes in front of minors.
The latest generation of smart e-cigarettes has a child lock function, and our vending machine also has the function of brushing face age verification.
Moreover, we also clearly stipulate in our employee code of professional code that e-cigarette products shall not be promoted and sold to minors, actively promote the importance of the protection of minors to employees and partners, and require that this disciplinary red line be strictly observed in business activities. If the above guidelines are violated, the employee will be dismissed and the partner will be terminated.
In the future, we will combine the help of AI image recognition technology and public security identity verification technology to continue to improve the online and offline all-round and three-dimensional guardian plan, strive to reduce the risk of minors' exposure to e-cigarettes without death, and make efforts to protect minors around the world.
On the other hand, at present, there are a small number of groups in the e-cigarette industry that profit from counterfeit and shoddy products, and relx Yueke is also facing the same encounters and pain points. In order to protect the health of users and the long-term and healthy development of the industry, relx launched the "Golden Shield Action". Relx will cooperate with the police and regulators through big data and technical support to jointly promote the healthy development of the industry and protect the safety of users. At present, "Operation Golden Shield" has made some initial progress, and in the future, Relx will continue to promote investment in this aspect and assume the social responsibility that enterprises should assume.
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