At present, the voice of the outside world to sing down electronic cigarettes is endless, and some practitioners lose confidence under strict supervision.
But for sing decline, Baide electronic cigarette CMO Fang Hui does not agree. "There are still opportunities in the e-cigarette industry."
"According to the research conclusion led by the British Ministry of health, e-cigarettes reduce the harm of traditional tobacco by 95%. In addition to the above conclusions, there are also a large number of documents and experiments on the safety of electronic cigarettes Baide, which has a nicotine salt laboratory in New Jersey, is studying the potential effects of e-cigarettes on people, Fang said.
In the eyes of Zhang gengbin, CEO of IV electronic cigarette Co., Ltd., the rise of electronic cigarette in the domestic market is only about 5 years, with shallow experience and immature market, so it is inevitable that the development will encounter twists and turns.
"In the short term, the online ban has caused huge industry turmoil, and it is normal for the outside world and even the industry to panic. But if the time is extended to 5-10 years, this consumption trend is unstoppable. Strict supervision will make the industry return to low-key and orderly, and there will be greater opportunities in the future. " Zhang gengbin said.
Ken, partner of gimme's e-cigarette brand, also believes that there will be great opportunities for e-cigarettes in the future. "E-cigarettes are not accessories, but are becoming daily necessities for users, just like buying toothpaste shampoo. As long as the policy is stable and the market is competitive, there is still a great opportunity. "
"As long as a product is put in the market, even if the outside world is bad, or even abusive, someone will want to buy it, that proves that there is still a market for this product, just depends on how you find these target consumers."
Founder Securities research report pointed out that since the advent of e-cigarettes in 2004, the global market has been expanding. In 2018, the sales volume of e-cigarettes is about 24.7 billion US dollars, and the number of users has risen rapidly from about 7 million in 2011 to 40 million in 2018, and is expected to grow to 64 million in 2022.
That's less than one tenth of the world's smokers. According to the statistics of the World Health Organization, in 2018, the total number of global tobacco users was 1.337 billion.
China has always been the world's largest tobacco country. At present, the number of Chinese smokers has reached 350 million, and the annual consumption of cigarettes is about 50 million cases, accounting for 44% of the global total. However, the penetration rate of e-cigarettes in China is only 0.6%, while the penetration rate of e-cigarettes in the United States, the world's largest e-cigarette consumer market, is 13%.
In the eyes of Chen Min, CEO of Xiwu electronic cigarette Co., Ltd., the rapid expansion of electronic cigarette market in the world, the increasing number of users and the low penetration rate in China are all important evidences to verify that electronic cigarette has enough development potential and can achieve long-term development.
"We can see whether the future development of an industry is good or bad, maybe from two perspectives. One is to see whether the user's real needs exist. Is there a demand for electronic cigarette products? From the perspective of past development, it has basically been confirmed, which is also the reason why the industry has been able to grow rapidly in the past few years. " Chen Min said.
"Another perspective is to look at the regulation of industries by countries. At present, Europe is open-minded. The whole regulatory policy and public opinion of the UK are the friendliest to e-cigarettes, and the development is relatively mature now. As for the U.S., although there are sales bans, they don't actually strangle the industry completely, just to avoid minors using products, "Chen added." it only bans the taste of fruit and mint. It's aimed at the closed system, and the open electronic cigarette is actually OK. "
In short, in Chen Min's view, e-cigarettes have enough market potential and users have real needs. At the same time, the government's regulation of an industry, in fact, has a normative role in the industry, which is to recognize the development of the industry. From these two perspectives, the electronic cigarette industry will surely have long-term development.
China's electronic cigarette national standard, which has not been issued yet, is regarded as an important basis for ending the industry chaos and serving the industry as the "right person". Now, e-cigarette companies are waiting for the "boot" of e-cigarette national standard to land.
"The national standard to be issued is the only mandatory standard for the electronic cigarette industry, which will play an unprecedented role in regulating the electronic cigarette industry, and will greatly boost market confidence." Fang Hui said.
Zhang predicted that in the future, the national standard will be a very systematic, comprehensive and perfect standard, which will be effectively supervised from all aspects of product procurement, production, packaging and sales, and will further improve the entry threshold of the industry. "At that time, capital may flow in again, and the industry will enter a new stage of development within its control."
But he believes that the national standard will not be issued in a short time, because it needs enough time to cool down the industry and return to rationality.
The strict supervision since the second half of 2019 has slowed down the rapid development of electronic cigarette industry. Once the capital darling fell into the cloud. For a while, small players left the arena one after another, and the outside world was singing constantly.
Now, the nationwide epidemic has cast a shadow on the future of e-cigarettes.
Under the cold winter of electronic smoke, some people left the field, and some people stuck to it. In the view of adherents, regulation is just to make the development of the industry more healthy. China's 350 million smokers still have huge opportunities in the low penetration rate of e-cigarettes.
In their view, the difficulties of e-cigarettes are temporary, and the future is still worth looking forward to. We just need to adjust our pace step by step to meet the regulatory requirements and wait for the dawn. The first task at present is to live hard.