Based on the hot search index of the whole network from July 1 to September 30, 2020, the hot search keywords such as "PMTA, iecie, CNAs laboratory, acquisition, special inspection, fake" and other hot search keywords in the third quarter of 2020 are summarized.
As an incremental new market, the market of electronic atomizer is growing fast with less rules, and it faces more uncertainties in the process of gradually becoming mature.
There are only three months left in 2020. Looking at the development of e-cigarette industry, the domestic e-cigarette industry has experienced the golden age from 2009 to 2019. With the rapid expansion of the industry, the rapid rise of domestic brands, the competition in the e-cigarette market is also gradually intensified. In 2019, e-cigarette online sales ban, the industry entered the shuffle stage; in 2020, the price war, offline store snatch war, counterfeit goods... The e-cigarette industry seems flat, but actually undercurrent surging.
Brand is an important basis for the selection of atomized cigarette users. For brand merchants, the difficulties and challenges also lie in brand operation. Next, we will focus on the major events of the e-cigarette industry in the third quarter.
There is no doubt that PMTA is one of the hot topics in the industry in the third quarter. After the ban and epidemic situation, "application before tobacco products go to market" and "PMTA" make e-cigarettes face the big test of life and death again.
Although PMTA is only the entry threshold of the U.S. market, the proportion of the U.S. e-cigarette market in the global market is as high as 40%. In view of the global influence of FDA, we have reason to believe that PMTA will have a profound impact on the regulation of e-cigarettes in various countries. For e-cigarette enterprises committed to obtaining capital or IPO, PMTA will be an inseparable barrier.
In the third quarter of 2020, there are two major events to be mentioned. On July 10, Seymour (6969), the world's leading manufacturer of electronic atomization equipment, was listed in Hong Kong stock market at 12.4 yuan per share. Within a month, it had broken through the level of 40 yuan, and its market value was close to 240 billion yuan. It aroused heated discussion in the industry, and later even spread the "rumor" of Yueke going to Hong Kong for listing.
After a delay of four months, on August 20, the 2020 iecie e-cigarette exhibition finally opened in Shenzhen. The organizers specially put out this Cantonese slogan to show their closeness.
This is also the first large-scale offline e-cigarette exhibition held since the epidemic situation was restarted in 2020. It is understood that on the first day of the 2020 iecie e-cigarette exhibition, the number of visitors reached 20488, and the audience's enthusiasm far exceeded expectations.
Although there are many domestic e-cigarette enterprises, their marketing strategies are different. In July, the firearm purchased Safin and NOS, and opened a multi brand operation mode. The new products of the firearm, Shafen series, also made up for the gap in the high-end market of domestic e-cigarettes. It is understood that nearly 100 stores were signed in the first month of pre-sale in China; in September, relx Yueke opened the life science laboratory; In addition, yooz and Lingxi released low price products, and the "price war" was ignited in the circle... Brand owners have realized that if they want to make the industry lasting, they must take product quality and product safety as their own responsibilities.
Since the explosion of electronic fireworks in 2019, fakes have always been a headache for the industry. Counterfeits disrupt the market order, and the group of fake wechat merchants is the first to bear the brunt.
On July 14, the state tobacco monopoly administration and the State Administration of Market Supervision issued a notice calling for a comprehensive clearance of Internet e-cigarette information. It mainly faces three major directions: first, "carry out comprehensive cleaning up of Internet e-cigarette information", including comprehensive cleaning up, disguised sales, and e-cigarette sales on social platforms such as short videos and we media; second, "comprehensive inspection of e-cigarette stores", focusing on false information and juvenile protection; and; The third is to "carry out a comprehensive inspection of new channels such as electronic cigarette vending machines" and clean up the automatic electronic cigarette vending machines in areas where minors are concentrated.
Since July 10, the State Administration of market supervision and administration and the State Tobacco Monopoly Administration jointly launched a special inspection action on the e-cigarette market, a total of 23052 e-cigarette short videos and we media e-cigarette sales links have been deleted, and 4995 e-cigarette sales and advertising links and 260 false and illegal e-cigarette advertisements have been urged to close or withdraw.
According to statistics, the global cigarette market is declining by about 2% every year. The global new tobacco market scale, with a compound annual growth rate of 27.9%, rapidly increased from $9.4 billion in 2013 to $32.3 billion in 2018. Frost Sullivan predicts that the global new tobacco market will reach $173.4 billion in 2023, with a compound annual growth rate of 39%.
"If you are patient enough, the new tobacco will be a huge investment opportunity, not a short-term one." An investment and research institution affirmed the potential of e-cigarette.
However, whether such a future can come? When will it come? People inside and outside the circle will wait to see.