中国电子烟2020年度品牌榜

2月24日消息,电子雾化新媒体蓝洞新消费(BlueHole)与品牌口碑大数据研究机构数字品牌榜(DBRank)今日联合发布了2020年度中国电子雾化品牌心智占有率排行榜,本项榜单为2020年全年榜单。
 
我们结合着2019年的上榜品牌前十名对比图来点评,有些有趣的总结。
 
中国电子烟2020年度品牌榜如下:

 
2020年和2019年前十名对比▼

电子烟品牌排行榜

2019年电子烟品牌排行榜

 
1、连续两年均进入TOP10的品牌只有四家:悦刻、YOOZ、铂德、雪加。这反映了:无论在2019年的喧嚣器,还是2020年的平稳期,这四家的基本盘比较稳,连续两年进入前十名,这本身就不容易。这是积极的一面。
 
2、从份额上来说,悦刻从2019年的53.43%上升到2020年的79.92%,大幅度挤压了其他品牌的空间。2019年小烟爆发,2020年多数品牌日子都不好过。铂德从8.9%变为2.78%,小野从8.69%变为1.15%。这是消极的一面。
 
3、YOOZ从2019年第八名的1.8%攀升到2020年第二名的3.55%,迈进了最难的TOP3门槛。消极看,份额并不高,积极看,排名第二名。
 
4、铂德堪称小烟里的磐石,稳如老狗。2019年排名第二,2020年排名第三。份额虽有大幅下降,但对手也在下降。
 
5、雪加份额掉了,但排名上升了,从第七变为第四,从高调变为低调,一直神神秘秘的搞事情,江湖传闻也很多,包括倒闭,出售等传闻,不过排名可以说明雪加确实还在江湖。
 
6、魔笛在2019年未进入前十,2020年排名第五,反映了深圳品牌的可喜进步。以魔笛为代表的深圳品牌如老黄牛,只知产品研发,技术储备,在用户沟通上比起北京品牌要稍逊一筹,如果补足用户端心智,再用产品力驱动,将具有很强的稳定优势。
 
7、小野从2019年的第三下降为2020年的第六。坏消息是排名下降了,好消息是小野又回来了。经历了陈冠希签约,老罗转战直播带货后,小野逐渐被市场遗忘,再到重新续约陈冠希,以及重新上桌,小野在2020下半年逐渐将势能拉了回来……
 
8、非我在2019年未上榜,2020年排名第七。非我的标签比较特立独行,同时一直高举严打通配旗帜,虽然几经业内嘲笑体量不大打通配没资格,但非我确实体现了其品牌精神,JUST LOVE,千批万评还坚韧,任尔东西南北风。
 
9、喜雾新进入2020年的前八名,2019年未进,份额1.04%。2019年对喜雾是艰难的一年,赶上电商禁售,2020年对喜雾还是艰难的一年,赶上疫情和管理团队更迭,即便如此,喜雾不仅发布了新的尼古丁盐技术,还发布了新品HERO。
 
10、极感为新晋榜品牌,2019年年底发布,没有进入榜单。经过一年的发展后,进入到第九名,份额不足1%,但也值得认真研究。
 
11、唯它在2019年未进入前十,2020年排名第十,也是对CEO亲力亲为抓品牌做活动最大的褒奖。记住这句话,只有CEO才是品牌最好的市场总监。
 
12、对比来看,福禄、VPO、尼威、灵犀、刻米掉出了2020年榜单TOP10,只能感叹这个江湖也是公平的,你对江湖做了贡献,江湖也会对你好。我们祝福:江东子弟多才俊,卷土重来未可知。
 
13、对比上榜数量,2019年还有42家小烟入榜,可见当年之热。2020年只有30家入榜,可见去年之变巨大。
 
14、从榜单可以看出,电子雾化小烟行业发展迅速,变化极快。一年时间,一个品牌可以销声匿迹,一个品牌也可以荣登三甲。这说明了什么?机会多得是,随时乾坤逆转。而且前2-7名份额都非常接近,排名随时会更迭。
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