At present, with the public's more and more pursuit of healthy life, the control of traditional cigarettes is becoming more and more strict all over the world. Among the 194 members of who, 181 have ratified the Framework Convention on tobacco control, covering 90% of the global population. Countries have gradually worked out their own smoke reduction and even smoke-free plans.
But it is undeniable that there are more than one billion traditional smokers in the world. If there is no alternative or assistance of other products to provide more choices and possibilities for traditional cigarette consumers, it will be extremely difficult to achieve the reduction of smoking rate or even smoke-free plan formulated by various countries. The emergence of e-cigarette products, in a sense, fills this space.
At present, the global e-cigarette products can be divided into smoke free and smoke free according to their use forms. According to its working principle, some flue gas products can be divided into two types: electronic atomized smoke and HNB electronic smoke. The electronic atomized cigarette produces gas through atomizing liquid for people to smoke, while the HNB electronic cigarette produces gas through heating tobacco, which is closer to the real cigarette. In this regard, the electronic atomized cigarette is essentially different from the traditional cigarette, and the HNB electronic cigarette is only different in the way of producing smoke.
Therefore, in this sense, electronic atomized cigarette is a typical representative of electronic cigarette products. In this report, if there is no special description, the electronic cigarette product is the electronic atomized cigarette.
"Harm reduction" is the market value of e-cigarettes
Since the birth of e-cigarette in 2003, after more than ten years of development, the product form is becoming more and more perfect, the function and experience are constantly improving, especially the "harm reduction" characteristics of e-cigarette, which has gradually been recognized by the market and institutions.
Compared with traditional cigarettes, e-cigarettes do not burn, do not contain tar, and do not contain more than 460 kinds of chemical substances that can cause diseases of respiratory system, cardio cerebrovascular system when ordinary cigarettes are burned, so as to eliminate carcinogens in ordinary cigarettes.
According to CDC research in the United States, the content of NNAL in urine of end users is extremely low, which is 2.2% of cigarette users and 0.6% of smokeless tobacco users. Tobacco specific nitrosamines are the main carcinogenic components in tobacco. British Health Organization also said that compared with traditional cigarettes, it can reduce the health risk by at least 95%. It can be said that, to a certain extent, it solves the contradiction between the health demands of traditional cigarette consumers and the pain points of quitting smoking.
Pan Helin, executive director of Digital Economy Research Institute of Central South University of economics and law, said that the "harm reduction" feature of e-cigarette is its main value, and the market has such demand, so its development is relatively fast. Yao Jianming, a professor of Business School of Renmin University of China, said that e-cigarette products have strong innovation in concept and can be implemented concretely in practice, which is of value to the society.
E-cigarette may reduce the burden of medical expenses
All along, the diseases caused by smoking and the economic burden are the focus of social attention. According to the 2018 report of action on smoking and health in the UK, the annual expenditure caused by smoking in the UK amounts to 12.6 billion pounds, including about 2.5 billion pounds of medical and health expenses paid by the NHS.
In the United States, according to the article "annual healthcare spending attributable to cigarette smoking: an update" published by the American Journal of preventive medicine in 2014, through the analysis of medical expenditure from 2006 to 2010, it is found that 8.7% of the annual medical expenditure in the United States can be attributed to smoking, which is as high as US $170 billion per year; more than 60% of the attributable expenditure is paid by public projects.
In China, the report of the health development research center of the National Health Commission points out that in 2018, the economic burden of tobacco related diseases in China was 3.8 trillion yuan, equivalent to 4.12% of the GDP of that year, of which 83.35% was indirect economic burden, that is, the loss of social productivity, including disability and early death.
Meanwhile, tobacco related diseases consume nearly 15% of medical resources in China. If it is regarded as a disease, then it can be ranked second.
Therefore, by reducing the proportion of traditional cigarette consumers through e-cigarette, the resulting medical expenses and other social costs will be reduced accordingly. British Health Organization statistics found that e-cigarettes can improve the success rate of quitting smoking by about 50%. This is also why the UK has a relatively positive attitude towards e-cigarettes compared with the US. Britain and the United States are the main consumers of electronic aerosol cigarettes in the world. The UK supports e-cigarette as a product for traditional smokers to quit smoking or reduce the harm of traditional cigarettes.
"Industrial chain + brand" two wheel drive to enhance industrial value
From the perspective of global development trend, the scale of e-cigarette market is expanding and its proportion is rising. Fimo international, British American tobacco, Japan Tobacco and Imperial Tobacco, the four largest tobacco companies in the world, occupy the market by acquiring and launching their own brands. At present, their e-cigarette products (including electronic atomized cigarettes and HNB e-cigarettes) account for 18.7%, 4.36%, 3.17% and 3.56% of the revenue respectively, showing a rising trend.
Although China's e-cigarette industry started late, it has advantages in the industrial chain. Chinese e-cigarette enterprises are in an absolute leading position in the middle and upper reaches of the industrial chain. At present, they have formed a complete industrial chain from upstream raw material suppliers to midstream e-cigarette design manufacturers and downstream sales enterprises. This is helpful for Chinese e-cigarette enterprises to quickly iterate their products and realize the production mode of integrating R & D, design and production.
At the same time, e-cigarettes are obviously driven by technology and products, and Chinese enterprises tend to pay more attention to consumer experience, which will be transformed into the advantages of Chinese e-cigarette brands to a certain extent, and can quickly understand the needs of overseas consumers with different economic levels and cultural environments. Yao Jianming believes that the internationalization of commodities should first be in line with the local living habits, culture and customs in order to open up the international market.