Since the official collection of electronic cigarette consumption taxes in November, the entire electronic cigarette market has been impacted, and the pressure is directly transmitted to the terminal store. The rise of prices, decline in sales, narrowing profits, and the end of the high -haired profit of electronic cigarette stores are becoming the consensus of practitioners.

Faced with such a challenge, there are different "sounds" in the terminal store. Some shop owners choose to sell prices and want to earn "the last bucket of gold", but some owners still adhere to long -termism, break the situation with affordable volume, and are still confident in the industry. There are also shop owners looking forward to increasing new products, increasing revenue, and achieving breakthroughs. As front -line practitioners, their reactions also reflect the acceleration of the entire electronic cigarette market.

After the consumption tax was officially levied, the change in the price system was the most direct. The retail price and the purchase price rose both. The retail price of a box of smoke bombs was less than 100 yuan from the original 100 yuan mark. A considerable part of the price -sensitive customer base was lost. At the same time, the purchase price has also been increased a lot, and the gross profit margin of the store does not increase. Many stores are experiencing pressure on sales and gross profit margins.

In addition to rising, the price system is also facing impact. At present, the tobacco trading platform will give a recommended retail price, and the store can adjust the pricing according to its own situation. Therefore, unlike the previously unified retail price, there are a variety of prices on the market.

There are people who want to speculate at high prices. Some shop owners who are anxious to make short -term profit at this stage have appeared in the market, and they choose to sell products at a high price. Taking smoke bombs as an example, some stores will be sold at a high price of 150 yuan a box. Their sales strategy is generally said to consumers that stores that can buy national standard products are limited to create a sense of scarcity to attract customers.

This behavior of disturbing the market is basically not accepted by consumers. Practitioners said that the same product, customers must choose a reasonable price. This kind of store that sells for price -lifting may be to consume the trust of the last group of customers and leave the store.

Such people are just a few, and more shopkeepers still run business with long -termism. Most of them adhere to the same idea: consumption tax is levied, which means that the last "sharpness" of the electronic cigarette industry has been exhausted, and in the future, it will enter a long period of stable development. What's more, in the past few years, it has invested a lot of effort in the electronic cigarette industry. Instead of transitioning at a loss, it is better to continue to adhere to it.

Electronic cigarette brands are also trying to help the owner of the store through the difficulties. It can be observed from public information that after the consumption tax is levied, brands such as grapefruit and Xuejia have launched order incentives for shopkeepers. For example, Magic flute promised the owner that the order reaches a certain amount, you can get store material support for free, and provide gifts such as backpacks and parasols to help the owner attract customers. Yuejiu launched a cheap product Qingyu series.

These measures have obtained a lot of positive feedback. Wang Junpeng, the owner of the e -cigarette shop of Hunan, said that the price of the Qingyu series is still 99 yuan, and it can also be carved with fourth and fifth generation products. This is the price that most consumers can accept. Carved brands and technologies to buy electronic cigarettes. We are more confident in this product. If we sell well now, we can sell for more than 2,000 yuan a day.

At the end of the high gross profit, the shop owner can break the situation at a parity to break the game

But whether persistence or abandonment, basically all owners must admit a fact: the high -hairy era of the electronic cigarette industry has officially ended.

In the past three years, the rapidly growing market size and the incoming threshold have made e -cigarette stores a very attractive business.

"When there were fruit -flavored smoke bombs before, several of my stores had more than 50,000 sales every day. In October, the price of national standard products did not increase the price when it was listed, and it was almost 20,000." The boss Liu Zeyuan said. He entered the electronic cigarette industry in April 2019 and belongs to "the earliest people who eat crabs."

During the peak, Liu Zeyuan company operated more than 10 brand stores. In the past six months, the scale of business has shrunk sharply. Liu Zeyuan has his own judgment on the current e -cigarette retail industry: "To do long -term business, we must do a good job of their own cost and gross profit to win with quantity. This industry is not like before, everyone can make money. "

Many shop owners have long predicted the current situation. Electronic cigarettes are a "young" industry. With the introduction of the national standard and the ban on sale, the regulatory policies have been continuously improved, such as the large waves of sand was washed away by batch of speculators. The collection of consumption tax will make the value chain of the entire industry finally clear.

In this process, the gross profit of the store has gradually returned to a rational state. "Balance" has become a keyword for many shop owners. In the future operation, how to find a balance point in gross profit and shipments has become a compulsory course for shopkeeper and brand.

Liu Zeyuan said: "If a box of smoke ammunition is 10 yuan, it can sell 100 boxes a month, but if my pricing is reduced, the gross profit will become 5 yuan, but 300 boxes can be sold in a month, and they can still make money. "

If the price is not allowed, return to normal, and to increase the acceptance of consumers through services, it has become the way of breaking the situation of many shopkeepers. At present, some shop owners even choose a box of smoke bombs to earn 10-15 yuan for sale to obtain more stable customers.

Hu Zhaowei, the owner of the electronic cigarette shop from Zhuhai, said that "Jeanli" is his sales strategy in recent times. He has experienced the experience of fast -selling products for more than ten years. He believes that when the industry is under pressure, it is necessary to make benefits. It is necessary to look at it for a long time.

"The store mainly understands one thing. Any industry has a high gross profit, but when there will be an end, the electronic cigarettes will not be an exception. Adjust the mentality as soon as possible, make preparations as soon as possible, and act." Hu Chaowei said.

Long -termists believe in the future.

In addition to adjusting price strategies and business methods, many shop owners also hope to seek other businesses to reduce their current operating pressure.

At present, the number of national standard electronic cigarette products launched by various electronic cigarette brands has shown a cliff -like decline compared with previously. Most stores are facing the lack of water and fruit products, and the new product listing rhythm is not connected.

"Now everyone's shelves are displayed empty," said Liu Zeyuan. "If the brand has some other categories to help everyone enrich the shelves, we can definitely reduce the loss."

There are not a few owners who are facing the same difficulties. According to the data of "2021 Electronic Tobacco Industry Blue Book", as of the end of 2021, the number of domestic e -cigarette retail outlets reached 190,000, of which the number of authorized stores was about 130,000, and the number of collection stores was 500 ~ 700. The number of specialty stores is the least, with a total of 47,455 in the country.

In order to maintain survival, many shop owners have tried to display products from different categories on the shelves to increase their revenue. From the market observation, low -level wine, tea, gum and other products have been put on the shelves of electronic cigarette stores. However, most stores have found in practice that either category choices do not fit with consumer groups, or lack of high -quality supply channels, and it is difficult to continue.

Hu Chaowei, the owner of Zhuhai, also believes that despite the pressure and pain in the face of stress and pain, the prospects of the electronic cigarette industry are still open. "For me, as long as I have survived this difficult period now, this industry must be done for a long time. We also hope that the head brand can bring some new categories, new revenue potential, reduce the current burden on the current burden, ","

There is also the opportunity to see the changes in the customer group. Wang Junpeng mentioned above mentioned that the consumer groups are obviously different now. There may be some young people in the past. They are very sensitive to prices and often bargains. Many of the old smokers over 35 years old have a stronger purchasing power, and the taste of the new national standard products is also higher. Generally, it is a three or four boxes to buy together. It has a high probability of becoming a return guest. It is very refreshing.

In the long run, the huge electronic cigarette offline store channels and high -quality consumer resources can indeed become the prerequisite for the owners to expand the new category. However, store owners also need to carefully choose high -quality cooperation to further improve their ability to resist risks.