Attitudes towards e-cigarettes are also going to two extremes.On the one hand, they think water pipes can help smokers quit.On the other hand, they think e-cigarettes are poisoning teenagers.
In fact, e-cigarettes are neither an "angel" to save smokers nor a "demon" for teenagers.This perception is generated by the market, or by the brand's over-reliance on "health" in marketing and the resulting backlash.
In the current market, especially in the promotion and dissemination of Internet brands, the concept of "health" as the "core" of the concept of deepening.
Just like the experience of March 15, yueyue still retains the biased slogan "mental and physical burden, enjoy at ease" on its official website;Online tweets about yoga also say it "meets consumers' need for healthy smoking";Fulu is being sued by consumers, who believe fulu contradicts its claims and USES.
But under the influence of such excessive publicity, gracham law may play a role in the oil rigs market."Gracin rules refers to the implementation of the gold and silver double track, gold and silver exchange rate to a certain extent, as gold and silver market price comparison with the legal terms, the market price is higher than the legal comparison of metal currency (money) will reduce gradually, the market price is lower than the legal tender price comparison (bad money) will gradually rise, form good returns and bad monetary phenomenon.
In the e-cigarette market, high exposure brand promotion is not focused on "cool" or "health free".Few people really care about the product itself.When consumers "find their name", they will encounter "paste core", "oil leakage", "Fried oil" and so on.Due to poor user experience, a large number of users lost, so that those products with quality technology can not survive.The industry will enter a vicious circle.
More than 20 years ago, qin chi was a living example of e-cigarettes.
In 1995, when qinchi won an advertising bid from CCTV for nearly 70 million yuan, the company attracted much attention.After media hype, qinchi from a township brand into a national famous brand.In the spotlight, qin chose to put all his eggs in one basket, and in 1996 he won the crown of king of CCTV with 320 million yuan.
However, its product line, production line and other aspects have not followed up, in the huge advertising effect, demand has become inevitable, but qin chi is not much way, but in order to make up for 320 million yuan of huge investment, qin chi resolutely embarked on the road of blending fraud, insider exposure, qin chi bubble burst.
Going into the market blindly is not as practical as going back to the product itself.Quality has been an eternal truth in business for many years.
So how do you position the nobody glass pipes themselves?Where should I put it?
Some companies are trying to, such as platinum advice to smokers more a choice "may be a good direction, electronic cigarettes and conventional cigarettes" share "is no different, in the external expansion of blindly, we should see the actual demand of the market, such electronic cigarettes as an alternative to smokers, rather than blindly promote traditional electronic cigarettes can help to quit cigarettes.
Of course, there are also outspoken voices like luo yonghao, who founded ohno.E-cigarettes are an alternative to traditional cigarettes, but they cannot be used to stop smoking.They are also nicotine addicts. If they don't smoke, don't smoke."Luo's voice sounded like a slap in the face to the "Internet" brand, so netizens started the topic of "caring about luo".
In any case, platinum and ono are making e-cigarette attitudes.Serving the original traditional cigarette users and focusing on the quality of the product itself is the ultimate way out for e-cigarettes.
Although "two schools" have differences in playing methods and vision, but objectively speaking, although the development of e-cigarette industry in China is "not short", but still in the initial stage.At this stage, the "network" gameplay is indeed more compelling.For marketing education, "e-cigarettes" are still a commodity after all, its core is always the product quality and user experience, and whether it has much to do with the Internet.
Add: Guangdong . China