还记得热播美剧《纸牌屋》的男主角安德伍德吗?



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中国电子烟资讯消息:还记得热播美剧《纸牌屋》的男主角安德伍德吗?还记得他抽电子烟时迷人的表情吗?都说明星效应是非常强大的,现今,烟草公司就在这种效应下,被推上了电子烟之路。
据调查,神奇,美妙的电子烟如同一个猫爪已经在传统的烟草公司管理者的心理挠了很长时间,碍于烟草总体市场有限的容量,才处于市场配角的角色。
随着美国政府税收的不断提升以及萧条的经济环境,传统卷烟市场的销量已经在大幅度的下降。据富国银行2013年的一项报告显示,这种下降趋势正在加速。该报告显示,在美国,电子烟正在被更多消费者接受,这其中有的是由传统消费者转型而来,有的则是被密集的广告和便利的销售渠道吸引而来的。为此,该银行还对全美国4.5万家便利店进行了抽样调查。所有被访的烟草零售商和批发商均已在销售电子烟产品,98%的受访对象表示电子烟市场在2013年第一季度不断扩大,其平均增速达到30%。增速如此惊人也许是因为基数较小。但富国银行据此推断,2013年美国的电子烟销售额超过了10亿美元。该报告还显示,市场已出现拐点,即重复购买量开始超过尝试购买量,这表示电子烟产品已经开始拥有稳定顾客。
仅以美国市场为例,几大烟草公司近期对电子烟“触电”也变得频繁。如,排名第三的罗瑞拉德公司通过收购NJOY公司获得市场领先品牌Blu;雷诺美国计划将其Vuse品牌电子烟推向全国;还有此前一直持观望态度的奥驰亚集团和菲莫国际,如今也决定齐心协力,为赢得下一代产品的市场准入牌照而并肩作战。4月份,奥驰亚集团以1.1亿美元现金完成了对电子烟制造商绿烟公司(GreenSmoke)的收购,排名第三的罗瑞拉德公司通过收购NJOY公司获得市场领先品牌Blu;雷诺美国计划将其Vuse品牌电子烟推向全国;还有此前一直持观望态度的奥驰亚集团和菲莫国际,如今也决定齐心协力,为赢得下一代产品的市场准入牌照而并肩作战。4月份,奥驰亚集团以1.1亿美元现金完成了对电子烟制造商绿烟公司(GreenSmoke)的收购。
作为一家被烟草巨头青睐的行业新秀,绿烟公司一直专注于汽雾型电子烟。这类产品目前是无烟烟草制品市场的主流,但未来可能会产生变数。一些公司不甘心在现有的框架下做文章,大胆在研发道路上另辟蹊径。2008年从奥驰亚剥离出来的菲莫国际,目前正在一条仍在研发阶段的无烟产品生产线上“下注”。该产品据说能加热真正的烟草,散发香味,但不燃烧尼古丁。其被菲莫国际称为“减害类”产品。
这种“减害类”产品含有我们目前所知卷烟中的主要成分,最主要是含有真实的烟叶,但制造商会通过技术手段将普通卷烟中的一些有害成分剔除掉。
菲莫国际首席执行官谭崇博提到,“只有真正基于烟叶的产品才能提供更真实的吸食感。”谭崇博将这类产品形容为“灼而不燃”:将烟叶加热到足以挥发香味和尼古丁,但又不至于产生烟气的程度。菲莫国际没有跟随市场内现有的电子烟模式,转而选择开发这类新品,是因为在原理上它们能提供与普通卷烟更为相似的吸食感。他认为,较之其他电子烟产品,菲莫国际正在研发的新产品具有市场潜力。
菲莫国际已经宣布将陆续投资5亿欧元在欧盟国家建立首家产品工厂,并在意大利与其他公司合建一家实验性质的工厂。到2016年,该工厂与意大利的实验工厂合计将拥有300亿支电子烟,并雇佣600名左右的员工。菲莫国际已经为此建立了3个研发平台:平台1和平台2负责“减害类”产品项目,而平台3则继续跟进汽雾型电子烟。谭崇博表示,虽然目前电子烟是更成功的市场品种,“但我们相信,平台1和平台2会更富潜力,能更快被消费者接受”。
不过到目前为止,普通汽雾型电子烟仍是烟草公司的最主要选择。用富国银行全球烟草分析师邦尼·赫尔佐克的话说就是:我们同意并相信奥驰亚收购绿烟公司能为后者带来强大销售力量、零售伙伴关系和营销策略专家,并快速扩展其销售渠道。从监管角度讲,此次收购的意义还在于,它可能会给美国食品药品管理局提个醒,随着电子烟日益成为烟草市场的主流产品之一,是时候挥舞一下鞭子了。”
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