Now, the focus of discussions among e-cigarette practitioners is no longer marketing, but new products and channel layout strategies. “It is more appropriate to open a specialty store or a collection store?” “Whose agency policy is better?” After the “shuffle” at the end of 2019, the e-cigarette industry is no longer discussing financing and valuation, but traditional agency And open a shop.
There is no doubt that e-cigarettes are a hot spot for entrepreneurship in 2019. According to incomplete statistics, in the first half of 2019 alone, there were more than 35 investment cases in the electronic cigarette industry, with a total investment of at least 1 billion yuan.
However, in November 2019, due to the ban on online sales of e-cigarettes issued by the State Administration for Market Regulation and the State Tobacco Monopoly Administration, e-cigarettes quickly fell into the air. According to the previous report of Shenzhen Burns, in 2020, one year after the “disconnection”, 90% of the players in the e-cigarette industry will leave the market, and leading companies will quickly and carefully deploy offline stores.
Everyone has a more peaceful mind, and we must treat e-cigarettes as a long-term business.” In my opinion, after the online ban on e-cigarettes is implemented, the e-cigarette industry as a whole has become more rational and less impetuous.
There will be no more big hot money on the track of e-cigarette brands, and e-cigarettes have become a traditional business that is no longer exciting.” The founder of an e-cigarette brand told Shenran that in the past year , Capital is cautious about investing in e-cigarettes. In addition, under the general environment, the epidemic has made many companies cheaper. From an investment perspective, there are more and better choices on the consumer goods track. Some investors bluntly say that e-cigarettes (referring to Domestic market) no longer has VC investment value.
“Capital pursues profit, and the sooner the better. After e-cigarettes become offline channels, the speed of development will be limited and the front line will be lengthened. Apart from true love, few people are willing to engage in it.” Nan Feng, an e-cigarette industry observer, believes , The online ban represents the management agency’s attitude towards e-cigarettes-it will not allow the industry to develop rapidly, but also means that e-cigarettes can only be developed offline, and the offline investment is much greater than online, plus this year The economic situation and the epidemic situation in China are not friendly to offline, and the industry has already run out of leading companies like RELX. With limited channels and publicity, it is too difficult for latecomers to catch up. These factors are combined , E-cigarettes are no longer a fanatical fanatic.
According to data from the professional version of Tianyancha, as of November 4, more than 2,200 domestic e-cigarette-related companies have been cancelled or revoked based on industrial and commercial registration. Among them, 600 companies will be cancelled or revoked in 2020, accounting for about 27% of the total number of “dead” companies.
The offline battle requires more funding as ammunition. Not every brand has the ability to do offline. Some practitioners in the direction of e-cigarette brands have told the media that in the summer of 2019, 4 e-cigarette products were put on the shelves of a chain convenience store, and the annual fee (admission fee, display fee, etc.) was quoted at about 400,000 yuan. The current quotation has almost changed After five times, all 600 stores put up a price of about 3 million yuan.
The threshold of offline competition has increased a lot, and it is difficult for players without sufficient strength to participate. After e-cigarettes are transferred offline, it can be said to be a game between top players, and it is difficult for small and medium players to participate.
Why did the tuyere fall
When each outlet appeared, it carried a desire to make the world a better place, or initiated a campaign of consumer equality, or solved the problem of information asymmetry in a certain industry. However, with the increase in the number of people entering the game, those who once “slaying dragons” often forget why they set off and even become “evil dragons”.
I hoped to eliminate second-hand car dealers and provide a better experience platform for people who buy and sell cars, and became a “second-hand car dealer” under the aura of the Internet. I also tried to lend you a loan because that was the most profitable Business; once promised to give young people wandering in big cities a long-term rental apartment that will provide them with a stable and quality life. After collecting them for a year’s rent, they will be swept out; the flower e-commerce that creates romance and surprises does not To please users, it also adds to the trouble of complaints and refunds. Where is the problem?
Perhaps it is a policy: if it is too serious to say that e-cigarettes carry the original sin, at least it is a product that is controversial to health. Especially when this product has the possibility of “tempting” minors, it will attract more attention. Policy has always been a sword of Damocles hanging over the head of this industry, and the industry has already felt the power of this sword once. After the reshuffle, how far can the e-cigarette industry, which is cautiously living offline, go? It depends on the policy.
But in any case, if the old tuyere falls down, the new tuyere will stand up. For entrepreneurs, how to make arrangements in advance when the next outlet comes to meet the opportunities brought by the outlet may be the issue they should pay more attention to.