火器沙芬电子烟势头迅猛,一周签20家代理

从2020年第二季度开始,低价电子烟市场竞争陡起,多家品牌的低价产品如雨后春笋般冒了出来,如今已至10月,历经半年,谁是最终的赢家,但是对于品牌方来说:价格战都是迫不得已的选择和无奈之举。

与部分品牌大力推低价产品完全不同的是,7月份收购意大利沙芬的火器近期推出了一款面向高端市场的产品沙芬,“只专注于打磨产品,不搞价格战。”这倒也符合火器这几年的“脾性”。

火器从2017年创立以来,一直都在深耕线下渠道,对于网络上的喧嚣,抑或是动辄“每个月发布三款 新产品”的套路无动于衷。他们深知,“产品卖相好”在线下店里有多重要。

据了解,在过去的一周,火器沙芬电子烟又签了太原、运城、合肥、常州、福州、夏门、丽水、乌鲁木齐等20余个城市代理,而早在沙芬新品发布首月,已经签了100个城市代理,过去一个月后,火器沙芬的势头依旧没有减弱。

关于火器沙芬,可以说是行业里一款比较有故事的产品,源自意大利百年烟斗品牌沙芬的底蕴,波顿集团优势烟油资源加持,火器沙芬突围而出。

现在市面上这么多电子烟品牌,高度的同质化,除了品牌名称不同,其他很多性能和外观都雷同。产品同质化、包装同质化、品牌定位近似、品牌调性无别。对于成年烟民来说,这么多电子烟分不清谁是谁,分不清谁好谁坏,摆在消费者面前最直观的就是价格。当然,价格也出奇的同质化。

而此时,一款面向高端市场的产品——沙芬来了。
 

电子烟行业是一个有趣的行业,极为明显的是,每一次关于电子烟的利好新闻都会带来一批意向用户咨询。

10月15日,路透社报道了国际最权威的循证医学学术组织——考克兰协作组织发布的一则综述。综述研究表明,电子烟具有戒烟作用,且效果优于尼古丁替代疗法等手段。火器山东省一集合店店主告诉记者,最近有很多成年烟民咨询,对于购买外,很多中年人也开始萌生“电子烟创业”的想法。

从2019年换弹产品ammo成为爆款,再到2020年新品沙芬走红,火器始终保持着高品质的烟油口味输出,经过一年多的市场磨合,火器愈发知道消费者更会喜爱什么产品、市场会欢迎什么产品。为给用户带来优质的产品体验,火器率先建立了“百人质检”监管流程,每一批次进行5轮抽检,3轮内测。彻底对产品品质进行无死角监督,有效控制了漏油渗油率。

在2020年深圳IECIE电子烟展会上,火器首席调香工程师段楠分享道:“纯净度和还原度其实是有微妙矛盾的,我们在调香时更追求口感的纯净和干脆,因为这样不容易抽腻。跟吃菜一样,最不容易吃腻的,是父母做的家常菜,家里的菜可能吃起来没大酒店里做出来那么惊艳,可是却能吃一辈子。我们就是希望这些口味能成为客户的「口粮」,可以长期使用下去,给经销商带来充足的复购。”

火器沙芬电子烟走红的背后,我们不难发现:“竞争和监管”依旧是这个行业说不清道不明的热词,而“产品和安全”才是这个行业所有品牌都该坚守的底线,越来越多的从业者开始明白:规范化才能让电子烟行业持久化。

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