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。
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