电子烟究竟进军电子烟行业的市场前景吗?



2019年电子烟已经成为了创投行业新的讨论热点,还有不少人被电子烟行业的利润诱惑,也想切入电子烟市场,但同时,有更多人保持怀疑态度:一个没有明确政策归管、疑似占据了烟草集团利益,究竟电子烟市场现在值不值得进入创业呢?而现在,不少厂家已经进军电子烟行业,他们应该如何切入市场前景?

目前电子烟市场规模正呈现增长趋势,而其中也包含着复杂的因素:比如国家开始打击加热不燃烧型电子烟的进口,这让电子烟从业者转而研究并生产使用烟油的电子烟产品,无形中增加了产量、扩大了市场。其次是,追求科技、潮流和时尚的年轻群体,更能理解和拥抱这种新型的方式。

在今年大量创业者涌入的情况下,价格战、补贴战,以及产品质量危机、舆论危机,都有可能出现在电子烟行业。

电子烟赛道最激动的一点是,它已经演变成了一个新的物种和品类,带来了构建新品牌和进入新渠道的机会。虽然政策依然不算确定,但对于创业者而言,电子烟已经提供了一个可见的红利期和窗口期。

从短期来说,网红品牌会更有优势,因为只要有货,转化率就不会低。但等到第一阶段结束,线上转化能力被消耗完以后,回到渠道的下沉能力竞争时,如果没有在之前建立相应的优势,可能就会死掉一大批公司。

因此,目前多数企业策略重点是进行渠道下沉。电子烟市场也出现三种终端型态产品:一次性小烟、换烟弹小烟和带烟嘴的小烟,以此面对酒吧、KTV、小卖部和网吧等终端渠道的不同需求。

目前电子烟在受到资本圈的关注。原因有两个:第一个是渠道品牌的机会。当人们还不知道电子烟是什么的时候,渠道越强的公司就可以获得数量越多的用户。

以往的渠道指的是线下店,但现在的渠道比如说杂志刊物、小程序、城市巡展等,都可以做到很好的品牌建立和渠道合作的作用。

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