基于2020年7月1日行业动态,追踪行业热点


关注行业动态,追踪行业热点。基于2020年7月1日——9月30日全网热搜指数,汇总出2020年第三季度电子烟行业最受关注的品牌热词TOP 10,“PMTA、IECIE、CNAS实验室、收购、专项检查、假货”等热搜关键词上榜。
 

作为一个增量新市场,电子雾化器市场增长快规矩少,在逐步走向成熟的过程中面对的不确定性相对来说也比较多。

2020年仅剩下最后三个月,纵观电子烟行业的发展,国内电子烟行业经历过2009至2019的黄金时代,随着行业快速扩张,国产品牌迅速崛起,电子烟市场的竞速战也逐步加剧。2019年电子烟线上禁售后,行业进入洗牌阶段;2020年,价格战、线下门店抢夺战、假货……电子烟行业看似平淡,其实暗流涌动。

品牌是雾化烟用户选择的重要依据,对于品牌商来说,难点和挑战也在于品牌运营。接下来我们重点回顾一下第三季度电子烟行业的大事件。
 

毫无疑问,PMTA是第三季度最受行业热议的话题词之一,继禁令、疫情之后,“烟草产品上市前申请”,“PMTA”让电子烟再度迎来生死大考。

虽然PMTA只是美国市场的准入门槛,但由于美国电子烟市场在全球市场的比重高达40%,鉴于FDA的全球影响力,我们有理由相信,PMTA将对各国的电子烟监管产生深远的影响,对致力于获取资本或IPO的电子烟企业来说, PMTA将是一道绕不开的坎。

2020年第三季度,还有两件大事不得不提。7月10日,全球领先的电子雾化设备制造商,思摩尔 (6969) 以每股12.4元在港股上市,一个月不到已突破40元水平,市值逼近2400亿元,在行业引起热烈讨论,后来甚至传出悦刻赴港上市的“谣言”。
 

延迟了4个月后,8月20日,2020年IECIE电子烟展总算在深圳开幕,“好耐冇见”(好久不见),主办方特意打出了这句粤语口号以示亲近。

这也是2020年疫情重启以来举办的首场线下大型电子烟展会,据了解,2020年度IECIE电子烟展首日观众破万,达到20488人次,观众热情远远超出预期。

说回品牌商,国内电子烟企业虽多,可其市场策略却各有不同。7月,火器收购沙芬和NOS,开启多品牌运营模式,火器新推出的新品沙芬系列也弥补了国内电子烟高端市场的空白;据了解,沙芬预售首月即在全国签下近100家门店;9月,relx悦刻启用生命科学实验室;此外,YOOZ、灵犀发布低价格产品,“价格战”在圈内燃起……品牌方已经意识到:想要让行业经久不衰,就必须将产品质量和产品安全视为己任。

从2019年电子烟火爆至今,假货始终是令行业头疼的一大难题,假货扰乱市场秩序,假货微商这个群体首当其冲。

7月14日,国家烟草专卖局、国家市场监管总局印发通知,要求开展互联网电子烟信息全面清理。主要面向三个大方向,一是“开展互联网电子烟信息全面清理”,包括全面清理改头换面,变相销售,以及短视频、自媒体等社交平台电子烟销售行为;二是“开展电子烟实体店全面检查”,主要针对虚假信息以及未成年保护方面;三是“开展电子烟自动售卖机等新型渠道全面检查”,清理未成年人集中地区的自动电子烟售卖机。

自7月10日,国家市场监督管理总局、国家烟草专卖局联合开展电子烟市场专项检查行动以来,全国共删除电子烟短视频、自媒体电子烟销售链接23052条,敦促企业或个人关闭及撤回电子烟销售及广告链接4995条、虚假违法电子烟广告260条。

据统计,全球卷烟市场正在以每年约2%的速度下滑。而全球新型烟草市场规模,以27.9%的复合年增长率,从2013年的94亿美元迅速增加至2018年的323亿美元。弗若斯特沙利文预计,2023年,全球新型烟草市场规模将达1734 亿美元,年复合增速为39%。

“如果你有足够的耐心,新型烟草将会是一个超大级别的投资机会,当然不是说的短期。”某投研机构对电子烟的潜力表示了肯定。

然而,这样的未来能否到来?什么时候会到来?圈里圈外人拭目以待。

本文转载于电子烟研究中心,原文地址:http://www.woyouidc.com/pinpai/632.html

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