The electronic cigarette industry has become worldwide.

On November 1st, the boots of 36%of the consumption tax policy for electronic cigarettes were officially landed; and less than 1 month ago, "Electronic Smooth Mandatory National Standards" (hereinafter referred to as "new national standard") was officially implemented, all merchants need to get obtained Tobacco monopoly licenses, and can only sell new national tobacco -flavored products. Under the regulatory policy, electronic cigarettes have finally officially entered the legal operation stage.

The tightening of the policy step by step means that the electronic cigarette not only loses the "handle" of the fruit flavor, but also the tax will also reduce the profit of the brand. In addition Will be forced to leave.

"At present, the industry is not too optimistic. Many electronic cigarette companies are facing layoffs, and the market is too turbulent." Some electronic cigarette employees revealed. There are also many YOOZ resigns who told "the front line of entrepreneurship", "Before the Mid -Autumn Festival, most of YOOZ departments were gone."

More people started leaving the field. An agent wholesaler said that when the rent expires, it will not be done. "Now that you don't move, you can earn it." The owner of the offline shop also began to prepare to close the store.

After the rushing advancement and regulatory adjustment, today's electronic cigarette industry bid farewell to high growth, and the overall is shrouded in pessimistic emotions. Does the electronic cigarette manufacturers still have stories to tell?

1. Coffee is not a life -saving straw

"Actually, from last year, YOOZ predicted that 'boots' (supervision) will officially land in one year, and they have begun to prepare for the response." "The front line of entrepreneurship" revealed that the electronic cigarette brand is not unprepared for the various regulatory policies of "sudden".

This is before and after the Shenzhen Electronic Tobacco Industry Expo held in December last year, from the actions of various brands.

At that time, the just released "Draft of the Standard of the Electronic Cigarette Country" put forward relevant restrictions on the taste of electronic cigarettes, and mentioned that "the product should not make the product's characteristic flavor of the minor." So some merchants wrote "Return to Tobacco" on the propaganda wall of the booth.

For example, the e -cigarette listing brand RELX Yue Ke also uses the "Yixi Cloud" series as the main product. The "Yixi Cloud" series focuses on the incense of tobacco, pays attention to restoring the sense of nicotic mouth, and is closer to the traditional tobacco experience. Previously, electronic cigarette brands preferred the product to have a variety of fruits and flavors as the main selling point.

At the same time, the brand began to try to find a new model.

"YOOZ began to develop coffee around November last year, and opened the first coffee shop in Sanlitun, Beijing earlier this year." Wang Zi said that the company's idea was to develop other products at that time, hoping to increase the rich products in the store owner's stores. Sex, so that merchants can make money without selling electronic cigarettes.

Yue Ke launched the coffee chain brand and oral atomization business in 2021. In May this year, it established a coffee research and development room in Baoan, Shenzhen. It is understood that the coffee business is the most important direction of the group, led by the team led by co -founder Jiang Long.

According to public reports, its coffee business priority is P0 (called "Purple Star" inside), which is higher than the stable main electronic cigarette business (P1, "Red Star"). The "No. 1 machine" of Ai Shide also introduced wine brand partners last year; on the market, there are even large electronic cigarette agents transformed to sell melon seeds.

However, although the idea is good, the transformation of the electronic cigarette brands is not smooth.

"The threshold of the coffee shop is too high, and the geographical location and coffee technology are specially tested. It is not suitable for the owner of ordinary electronic cigarette shops to do it, so YOOZ only tested for more than two months and gave up." Wang Zi found that he wanted to copy through the electronic cigarette shop owner to copy it by copying the owner of the e -cigarette shop. Rui Xing was almost impossible.

He explained that the opening cost of opening an electronic cigarette offline store is less than 100,000 yuan. Among them, the monthly rent is about 8,000 yuan, the three paids are about 50,000, the decoration is 20,000, the stocking requires 20,000, plus the addition of 20,000, plus the addition of 20,000, plus the addition of 20,000. The deposit is 10,000. But if you want to introduce coffee, the cost of coffee machine alone is tens of thousands of yuan.

It is understood that ordinary offline coffee shops need to introduce fully automatic coffee machines, because its operation is simple, it helps to standardize the store, and it is also convenient for cleaning machines and reducing maintenance costs. The general automatic coffee machine needs to be imported, and the market price is tens of thousands of yuan.

"Before this, although the revenue of the e -cigarette shop owner was bad, the revenue of a specialty store always supported the daily expenses of a shop owner. With capital blessings, you can rely on marketing to let shop owners and consumers make wool. It is unrealistic to want to do the real gold and silver in the e -cigarette brand.

The practitioners are not optimistic about the brand's transformation.

"The coffee projects of various brands have not been done well. As for the proposed oral care business, it is only concept now. I have not seen the further moves of the brands." Electronic cigarette agent Tang Chaoying has a pessimistic attitude towards the transformation of various brands.

With the continuous tightening of policies, it is not easy for brands to find a new growth curve in a short time.



2. "Disappearing" fruity electronic cigarette

After the implementation of the "new national standard", all fruit -flavored electronic cigarettes have been removed. The national unified electronic cigarette transaction management platform only provides national standard tobacco flavor electronic cigarettes and smoke with children's locks. However, under the industry's tight curse, there are some speculators who want to make fast money, which has spawned the "one -place chicken hair" in the e -cigarette market.

"The front line of entrepreneurship" was seen in a special e -cigarette store in Hebei that a number of shelves that could have been placed in a variety of flavors, now there are only a few boxes of original smoke bombs on the counter, and these products have been piled up in the inside of the cabinet.

However, there are still a group of specialty store owners who no longer sell fruit -flavored electronic cigarettes, but they have begun to sell them privately, and they have published various fructic electronic cigarettes in the circle of friends.

When the fruity electronic cigarette was completely banned, and the fruit flavor ammunition on the market was drawn one less, the price increase also came.

"I can't buy it in normal stores, but they have inventory, and some smoke hotels are also available. I still saw 100 yuan a box of electronic smoke ammunition at the smoke hotel downstairs a few days ago." Zhang Yue, a post -90s girl in Weican cigarette, said that some channels can still buy fruit -flavored electronic cigarettes after the ban on sale.

It is understood that since the transition period of new regulations, many consumers have begun to hoard goods, which once caused the price of electronic cigarettes to be high and low.

"The original price of 33 yuan a fruit -flavored smoke bomb has risen to 40 yuan, and there is also a smoke bomb with the original price of 99 yuan. He knew that after the sale of fruit -flavored electronic cigarettes, he was ready to stock up some goods, so he always paid attention to the rise and fall of electronic cigarettes.

In July of this year, Liu Wei saw the price of the price drop, because he met the e -cigarette boss, and the other party sold to him at the original price of more than 1,000 fruit mouth flavor cigarette bombs. Mother -in -law did not increase the price of me. "

Not only did the merchants sell fruit -flavored electronic cigarettes, but some unconventional disposable electronic cigarettes also began to spread offline stores.

"Starting in August, there are fewer and fewer fruits in the market for changing e -cigarettes, and the disposable electronic cigarettes like milk cups suddenly fire suddenly." Wang Zi said that before that, such disposable products There are also, but there is no influence, unlike selling fire now.

"It seems that starting in August, such one -time electronic cigarettes are the same as before. Suddenly offline channels have emerged, and even some cigarette stores are sold. It is revealed that such electronic cigarettes are not only incorrect for selling channels, but not even the words "minors prohibit smoking" on the product, "all sell them secretly."

Recently, an electronic cigarette shop owner also found that on the idle fish, some owners were selling such disposable electronic cigarettes in batches. However, "Entrepreneurship" search for related keywords and find that the content has been removed.

The landing of the "new national standard" undoubtedly provides new ideas for the industry's compliance operations, but at the same time, it also gives enthusiastic practitioners to pour a pot of cold water. Unwilling speculators chose to take risks, but while they were in danger, they also buried hidden dangers for the electronic cigarette market.

3. The next step of pessimistic

The ripples of the electronic cigarette compliance policy spread quickly -the tide of customs stores has appeared.

Last year, whether you live in the first -tier cities or the third and fourth -tier small counties, whether it is the major supermarkets or street shops, the electronic cigarette physical stores of various brands have increased at the street at the end of the streets and alleys.

Enterprise investigation data show that there are more than 160,000 existing electronic cigarettes in my country. But after this year, you may see that the surrounding electronic cigarettes shop disappear.

"Now adding 36%of the tobacco duty, the profit margin of the retail store is further squeezed. There should be many stores closed next. In addition to the failure to obtain the business license, it is not possible to operate. . "Tang Chaoying said that after the new regulations were introduced, merchants could only purchase goods from the Tobacco Bureau's electronic tobacco platform. The role of the provincial agent and wholesalers in this way has no room for existence, and can only make money by retail.

However, the tax rate of the production (import) link is 36%, and the tax rate of the wholesale link is 11%. Previously, electronic cigarettes levied 13%of the value -added tax for ordinary consumer goods. After implementing the new tax rate, the comprehensive cost of electronic cigarettes may increase.

"Coupled with the compression of the brand's profit, the main depends on the brand's pricing strategy, and the retailer has no dominant power and is purchased on the platform." Tang Chaoying revealed that his current wholesale business is already idle, and offline stores are basically closed. , Just wait for the rent to expire.

As for the next entrepreneurial plan, Tang Chaoying bluntly stated that "not moving is to earn."

More electronic cigarette shop owners are also going to leave.

Lin Fang opened the store in January 2021. He usually keeps the store and removes the cost of rent and the cost of getting goods. The average monthly profit is 17,000. However, with the ban on sale of fruit -flavored electronic cigarettes, he decided to close the store a few days ago. "Electronic cigarette brands have always had tobacco -flavored products, but the sales volume is much lower than the fruit flavor of the fruit. Other flavors are easy to sell out of stock. "

Although various brands have not disclosed the proportion of other flavors of electronic tobacco products in the overall sales, some data show that the current proportion of domestic seasoning electronic cigarettes is about 90%, and the proportion of tobacco -flavored electronic cigarettes is less than 10%.

According to the company's investigation data, from 2019 to 2021, my country revoked and canceled 748, 1133, and 5,522 electronic cigarettes related companies. From 2022 to October 25, 6,389 enterprises related to electronic cigarettes were revoked and canceled in my country.

At the same time, the current situation of the electronic cigarette market is embarrassing. It is not only gradually lost to young smokers, but also for the time being to be accepted by older old smokers.

"There is another smoke bomb, I pulled it down after smoking, and I didn't plan to buy it." Zhang Yue said that she was so smoking electronic cigarettes at the time because of the follow -up, and later I fell in love with the taste of fruit -flavored electronic cigarettes. This time, the fruit was broken. After the taste, I just take the opportunity to quit smoking.

Liu Wei also said that he was still a bit of stocking in his house. He did not smoke after the preparation was made.

What is even more embarrassing is that the electronic cigarette brand's previous efforts of offline channels are clear, and the transformation is difficult, and the company has also begun to lay off layoffs.

Recently, many employees from YOOZ told "the front line of entrepreneurship", "Before the Mid -Autumn Festival, most of YOOZ departments were gone."

Another electronic cigarette company also said, "At present, the industry is not too optimistic. Many electronic cigarette companies are facing layoffs and the market is too turbulent."

Although in the short term, the entire industry farewell to the barbaric growth and the overall pessimistic emotions, the story of the electronic cigarette is far from over.

"To be honest, the short and medium -term is uncertain, but it is still optimistic about electronic cigarettes for a long time." Wang Zi said that it can be foreseeable that electronic cigarettes must be consumer trends, and China's productive forces are not good at home, and they can also develop to foreign countries. "Although I have asked friends who study abroad, I can hardly see domestic brands under overseas, but with the high cost performance of domestic foundries, this is still a blue ocean market." Wang Zi added.

Tang Chaoying also said that without the suppression of public opinion, the customer base faced by the market may change greatly. "It depends on whether the old smokers choose electronic cigarettes for a long time, but in the future, buying electronic cigarettes is really to quit smoking, not because of good smoking. After all, there is a feeling of nicotine and sucking."

When the e -cigarettes begin to return to reason, it will be a new game that is waiting for it.