从火器沙芬走红浅谈为什么电子烟行业需要高端产品

如果说“价格战”是电子烟行业无可奈何的策略战,那么“高档产品”可能是电子烟品牌提升技术实力,增强盈利水平、升级品牌价值的必需品。
 
近日,胡润研究院发布了《2020胡润百富榜》,主营电子烟的思摩尔创始人、44岁的陈志平以640亿元排名第59位,成为电子烟行业首富。圈内人在热议“电子烟还能否赚钱”的同时,也开始思考:高档电子烟产品是否能适应电子烟市场?电子烟市场又是否真的需要高档的产品?
 
7月31日,国内知名电子烟品牌火器官宣收购了意大利百年品牌沙芬的电子烟业务,并在次月深圳电子烟展会上发布新品,9月份正式上市。
 
一个二线城市经营火器电子烟集合店的店主刘山(化名)向我们记者吐槽说:“当时太傻了,早知道多订些货,预想过沙芬会很火,但是没想到会这么火爆,到货两天就供不应求了。”此时,距离沙芬IECIE展会上沙芬首次亮相刚刚过去两个月,原本399元一套的沙芬套装在线下门店已经被炒到599元一套。

 
(图注:火器多品牌集合店)
 
为什么火器沙芬电子烟能够走红出圈?为什么电子烟市场需要高档产品?为什么沙芬那么贵,还有人抢着买?也许在消费者、门店店主、从业者等人群中可以找到答案。
 
一千个读者,就有一千个哈姆雷特,一千个消费者也就有一千种消费选择,消费心理具有明显的差异化,在千篇一律的产品面前做消费选择,除了选择具备头部效应的产品外,那些足够独特和出众的高档产品也会受到消费者的青睐和选择倾向。
 
从经济学的角度来讲,这是因为“消费者剩余”的存在。消费者剩余是指消费者在购买某商品时所愿意支付的最高价格和实际支付的价格之间的差额。火器新推出的沙芬价格虽然比市面其他产品略高,但在电子烟的消费人群中,还是存在一部分人具备中高档产品消费能力的,所以沙芬的定价仍然低于很多人愿意支付的最高价格和预期。

 
消费者是需要社会认同感的,而高档产品就可以充当这个“中介”。 对于电子烟从业者来说,高档的电子烟产品通过高额的利润,可以帮助门店店主获得很好的营收,帮助品牌获得下一轮的研发资金,这样形成了技术、产品、利润的良性循环。更加容易吸引到稳定的高消费人群。一般意义上面,购买高端电子烟的消费者,消费水平更高,他们愿意为新技术、品牌溢价付钱,而且相对来讲,这部分人群的品牌意识会更加强一些。
 
从低端到高端,意味着产品的技术实力,盈利水平、品牌价值都将获得很大的提升,所以每家电子烟厂商都想迈出这一步了。反观一度困扰于“假货、价格战”的各大电子烟品牌,在迎合消费者的道路上步步维艰。
 
电子烟的高利润一度使其成为新的造富热土,上百亿元乃至千亿元的潜在市场,不仅利好现有的国产头部电子烟品牌悦刻、火器、柚子等,电子烟从制造到销售、出口的上下游企业,包括香精生产企业中国波顿集团、卷烟包装领军企业劲嘉股份、电子雾化器生产企业比亚迪电子等,都有机会获得丰厚的利润。
 
对于从业者来说,低价低利润的“价格战”创量不创收,想要持久性发展,没有中高端产品的加持,维持都是一件难事,更别提盈利了。当别的品牌在拼“价格战”,推出各种买烟弹赠烟杆等福利时,火器出其不意地做了一款高档产品,从调性到定价在电子烟行业都属于偏高档的产品,而这款产品也正中门店店主的下怀,在此过程中也不难发现“沙芬单品利润高”是很多门店店主选择沙芬新品的决定性因素。
 
但是真正想要拿下消费者的选择权,还得靠产品硬实力。而在产品性能方面,沙芬也迎合了成年烟民的社交习惯,可以正反插的雾化弹,在极大程度上消除了冷凝液的出现,横向陶瓷,更大容量,整体体验感都在向消费者倾斜。
 
艾媒咨询创始人张毅表示,“整个电子烟行业还未到达黄金期,全球数以亿计的烟民市场需要仍合理转化,后续企业如能将电子烟的流程、设备、产品危害性降到最低,或将成为突围最主要的竞争力。”深圳宝安区沙井、福永两街道被称为“全球雾谷”,这里曾聚集了上百家电子烟生产商,产出了全球约90%的电子烟产品,一度因为政策和疫情短暂遇冷的“全球雾谷”最近又开始热闹起来了,而这,也是国内电子烟行业发展的缩影。
文章来源:电子烟,如若转载,请注明出处:http://www.hhdye.com/3597.html

发表评论

邮箱地址不会被公开。

15条评论

  1. Hiya very cool webb site!! Мan .. Beautiful .. Superb ..
    I’ll bookmark уouг blog аnd take the feeds ɑlso?

    I’m hapρу to search out a lot of helpful info һere within tһе submit, ѡe need ѡork out extfra
    strategies on tһis regard, thanks foг sharing. . . . .
    .

    Visit my web bloog :: lee esto en línea

  2. Ⲩou rеally make it seem s᧐ easy witth your presentation Ьut I find thiis matter tto Ьe really ѕomething which I
    think I wօuld never understand. Ӏt sesms tⲟo
    complex and veгy broad fоr me. I’m lօoking forward for yօur next post, Ι’ll try
    to get the hang ߋf іt!

    Μy web-site اتبعني

  3. I’m reɑlly enjoying tһe theme/design of үour
    site. Do yoᥙ ever run іnto any browser compatibility issues?
    А number ߋf mү blog visitors һave complained ɑbout my
    website not operating correctly іn Explorer Ƅut l᧐oks grewt in Opera.
    Ꭰo you һave any tips toօ hellp fix this pгoblem?

    Μy website; 老虎机游戏

  4. Heⅼlo I ɑm so excited I found your weblog,
    I rеally found you by accident, whiⅼe I was researching on Diigg
    fօr something еlse, Nonetheⅼess I am hеre now and wuld jyst
    ⅼike to sayy tһanks fօr a fantastic post and a all round entertaining
    blog (I also love thе theme/design), Ι dօn’t hve time to read tһrough it alⅼ at the
    moment bᥙt I hqve bookmarked іt аnd ɑlso adⅾed iin y᧐ur RSS feeds,
    soo ԝhen I hsve time I wilⅼ be back to read a lot more,
    Plеase dо keep up the fantastic work.

    Allso visit mү site; 私のような

  5. My husband and i felt absolutely more than happy that Edward could do his researching through your precious recommendations he had while using the web site. It is now and again perplexing to just possibly be releasing solutions which usually men and women might have been trying to sell. And we all figure out we now have the website owner to thank for this. These explanations you have made, the straightforward site navigation, the relationships you make it easier to engender – it’s got everything remarkable, and it’s letting our son and us reason why the content is interesting, and that’s quite pressing. Many thanks for everything!

  6. My wife and i were now joyful Edward managed to conclude his reports out of the ideas he acquired through the blog. It’s not at all simplistic to simply continually be giving for free tactics a number of people could have been trying to sell. And we all already know we need the blog owner to be grateful to for that. Those explanations you’ve made, the easy web site menu, the relationships you can help engender – it’s got mostly incredible, and it is making our son and the family understand the content is fun, which is certainly very serious. Thank you for all the pieces!

  7. I must show some thanks to this writer for bailing me out of this type of instance. After looking out throughout the search engines and seeing methods which are not beneficial, I thought my life was done. Living without the answers to the problems you have solved as a result of your guideline is a critical case, as well as ones which may have in a negative way affected my career if I hadn’t discovered the website. Your competence and kindness in maneuvering all things was useful. I am not sure what I would’ve done if I had not come upon such a stuff like this. It’s possible to at this point look ahead to my future. Thanks a lot very much for the expert and sensible guide. I won’t hesitate to suggest your web site to anybody who needs to have recommendations about this area.

  8. I must express appreciation to you for rescuing me from this particular crisis. As a result of surfing throughout the world-wide-web and coming across ideas that were not productive, I was thinking my entire life was well over. Existing minus the answers to the problems you’ve resolved as a result of your entire report is a crucial case, as well as the kind which may have badly affected my entire career if I had not noticed your web blog. Your own natural talent and kindness in maneuvering the whole thing was important. I am not sure what I would’ve done if I hadn’t discovered such a solution like this. I can at this time look ahead to my future. Thank you so much for the reliable and result oriented guide. I won’t hesitate to suggest your web page to anybody who wants and needs support on this topic.

  9. I am commenting to make you be aware of what a helpful encounter my wife’s girl obtained going through your blog. She mastered numerous issues, including how it is like to have a marvelous coaching character to let many people effortlessly learn about a number of extremely tough topics. You actually did more than our own expectations. Thanks for distributing these priceless, trusted, revealing and even unique tips about your topic to Kate.

  10. I wish to express thanks to this writer for rescuing me from this type of trouble. As a result of surfing through the internet and finding tricks which are not powerful, I believed my life was well over. Existing without the presence of approaches to the problems you’ve resolved by means of your guide is a critical case, and the kind which could have in a negative way damaged my career if I had not noticed your web page. Your good talents and kindness in dealing with every part was excellent. I’m not sure what I would’ve done if I hadn’t discovered such a point like this. I am able to at this point look forward to my future. Thanks for your time very much for your high quality and sensible guide. I won’t be reluctant to propose your blog post to any individual who desires support about this situation.

  11. My husband and i were so satisfied Jordan managed to round up his reports with the ideas he grabbed while using the site. It is now and again perplexing to simply be releasing helpful hints some people could have been selling. So we understand we have got you to give thanks to because of that. The most important explanations you made, the straightforward website menu, the friendships you make it possible to create – it’s mostly fantastic, and it is making our son and us know that the topic is thrilling, and that is extraordinarily mandatory. Thank you for the whole thing!

  12. I simply wished to thank you so much all over again. I’m not certain what I might have carried out in the absence of the basics discussed by you directly on such question. This has been an absolute scary crisis in my circumstances, nevertheless finding out your well-written technique you solved that made me to cry over gladness. I will be grateful for your help and even hope you recognize what an amazing job you are always undertaking instructing people today with the aid of a site. More than likely you haven’t encountered any of us.

  13. I and my guys happened to be taking note of the nice strategies from your web page and all of a sudden I had a horrible suspicion I had not thanked the blog owner for those strategies. Most of the young men happened to be warmed to read through all of them and already have pretty much been having fun with those things. I appreciate you for simply being indeed accommodating and also for deciding on this sort of ideal subjects millions of individuals are really desperate to know about. Our honest regret for not saying thanks to you sooner.

返回顶部