Who is the main force in the vape consumer market? Statistics show that the proportion of consumers born in the 1980s who smoke vape has risen from 20% in the past to nearly 30% to 40% now. Moreover, in the next six to seven years, this ratio will increase significantly, reaching 50 to 60%. It can be seen that the post-80s generation has become the absolute main force in the high-power vape market. Vape consumption is increasingly younger. They like to play with big smoke, like 0mg e-liquid, and like fruit flavor e-liquid, and it has a cool mint flavor.
"Taste" is an important consideration for choosing e-liquid. Looking at the domestic vapee-liquid market, domestic vapee-liquid companies are now facing the dual pressure of upgrading consumer demand and foreign e-liquid brands collectively grabbing the beach. How to seek a larger market space in the current dangerous market environment is a top priority for domestic e-liquid companies. It was learned that the 2015 national consumer satisfaction survey of the vape industry was organized. A total of 16 major market vape brands were selected for this survey, and consumers in 15 cities across the country were interviewed by telephone and the Internet.
According to the survey results, 35% of the respondents said that they were not attracted to a certain brand when purchasing vape; 45% of the respondents believed that although they had a certain tendency to choose a brand, their loyalty was not high, e- Liquid "taste" is an important consideration for these consumers to choose e-liquid brand. It is worth mentioning that young consumers have more obvious and even slightly picky demands on taste, aroma, fragrance, taste and other personalized needs. At the same time, consumers under the age of 30 are not easy to rely on brands, and among them, as many as half of consumers under the age of 25 do not have a fixed brand preference when purchasing.
According to the survey results, e-liquid consumption is shifting from an incremental stage to a quality-enhancing stage. Fruit-type, low-concentration, and high-quality e-liquids have become a consumption upgrade trend, and fruit flavors are the main flash point for quality upgrades. "Fruit-flavored e-liquids are the favorite of young consumers." In this regard, industry insiders analyzed that when domestic e-liquid production turned to negative growth, young consumers are more interested in personalized and high-end categories, while This group determines the future direction of the domestic e-liquid market.
E-liquid companies need qualitative changes to adapt to the market. Relevant data show that while domestic e-liquid production is declining, mid-to-high-end e-liquid products are showing a trend of rapid growth. It is understood that as domestic vape consumers continue to upgrade, e-liquid companies have started to aim at product upgrades instead of the previous frantic staking. Domestic e-liquid companies have successively launched high-end product lines.
A senior e-liquid practitioner said that the profit of the e-liquid industry is very thin. In recent years, enterprises have adopted the market strategy of small profits but high sales, while ignoring the personalization and differentiation of products. In fact, the high-end layout is now because companies are aware of consumers' needs for personalized products. In the past few years, domestic e-liquid companies only focused on expanding production scale and staking land. Many companies did not settle down to build brands, and they all did OEM or produced e-liquid with neutral packaging. For a long time, cheap prices have been the brand impression given to consumers by domestic e-liquid companies. Therefore, for domestic e-liquid companies to enter the high-end e-liquid market, they must play the individual brand, deeply understand the needs of consumers, and make adjustments in terms of taste, packaging, and sales channels.
Compared with the frustration of domestic e-liquid, imported e-liquid has mushroomed into the domestic market in recent years. Now we often hear people talking about foreign brands such as Little Green Man, Backgammon, HALO, Little Red Riding Hood, and Cosmic Fog. The person in charge of a Malaysian e-liquid agent said that foreign e-liquids are popular now, as long as they are easy to draw, consumers are willing to buy them if they are more expensive! Therefore, it is more and more popular with the public. The increasing demand of domestic consumers for personalized e-liquid products and the profits of high-end e-liquid are the reasons why foreign e-liquid can grow in China.
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