At this stage, some people believe that the game between the e-cigarette industry is no longer a simple game between brands and products, but a comprehensive war of "capital coverage, resource accumulation, distribution channels and operating capacity".
Why does the water dog pipes industry make people feel this way?Behind this are actually two completely different ways of broadcasting brands, which are beginning to influence the development direction of the industry.
Yue diao, flute, fu lu, Yooz, Juul and so on all have deep capital background, especially in the operation level, they are proficient in the "market attributes of the Internet", relying on low price, KOL effect, a wide range of channel capacity, rapid penetration of the market, seize the emerging users.
Take the case of Juul, the us electronics mogul, arguably the world's most successful e-cigarette brand, whose secret to the rise has been widely known and even emulated: "marketing".
JUUL develops "taste" for the youth group, and then makes its products fully reach the young KOL in a free way through music festivals, carnival and other channels. With endless publicity efforts, JUUL quickly and effectively attracts a large number of "users".
In addition, one of Juul's "innovations" is the "communication channel".It attaches great importance to the propaganda properties of social media.Platforms such as instagram, Facebook and YouTube are "strategic locations" for Juul.Juul, which frequently displays and distributes products on these platforms, quickly became popular in the United States.
At present, oil rigs products to a deeper level of the Internet has become a "focus" of Internet schools.Over the weekend, yuechao officially announced the yuechi spirit spot, a community of bluetooth-connected apps that allow users to view their data and share content on their phones.Juul has launched a similar feature, and the flute is rumoured to be following.
Interestingly, however, according to the August 22 Blue Cave New ConsumerReport, the Apple Mall suspects that the app, which failed to search for carved and flute e-cigarettes on Apple apps, is already on the shelves.Less than a week after it hit shelves, it is clear that the model is suspected of being intended to appeal to consumers, and that the way to build an e-cigarette community is not yet accepted.
Technocrats, by contrast, don't have as many flowers and guts.They are more practical.Although it is occasionally seen at major music festivals, it is much less frequent.
Another is that "technocrats" are far less popular in capital than "cyber schools".Those with little or no money cannot expand their markets through traditional Internet "burn" methods such as whale smoke.Under pressure from the "Internet barons" who kept bombarding the market, they had to "escape" from the primary market and enter the third or fourth tier.
Of course, some people choose not to raise money and resist the "capital shock", just like platinum.Platinum, which was founded in 2013, is definitely the "older" of the e-cigarette world, and platinum's pace is more leisurely and determined than that of its emerging "descendants."
Platinum is practical that can only become the key to affect the market, product quality as its chief executive Wang Zeqi had previously said in an interview, "the electronic cigarette is a real product, the user experience and feelings is real, electronic cigarette enterprises need to design and produce good product can gain a foothold, just rely on marketing cannot live for a long time."The core competitiveness of cool water pipes lies in the design, research and development.
Just two days before yuetze launched its smart e-cigarette, platinum partners and chief marketing officer fang hui said platinum would launch the first national standard e-cigarette and reduce the nicotine concentration of tobacco oil to 2 percent and increase the bomb capacity to 3.5 milliliters, a world record.
This is a weakness of Internet schools. In the patent field, most Internet brands do little, especially in the high-tech invention patent field.According to tien metadata, platinum holds 28 patents, including some for technical inventions.
Platinum hope to use their own strength to fight the enemy, but the ultimate effect needs to be further tested by the market.
Three differences "determine two paths
The "gene" of corporate structure may be one of the reasons for the existence of "two groups" in the e-cigarette field, but the main reasons are also reflected in three aspects.
Add: Guangdong . China