作为近年来最火热的创业风口之一,电子烟呈现出市场如火如荼、投资热情高涨、企业蜂拥入局的态势。2018年,全球市场规模已超100亿美元,用户近4000万,电子烟在欧美发达国家的消费占比已达30%左右,国内烟民约3.5亿,电子烟渗透率仅有1%,市场潜力不言而喻。而资本早已捕捉到这一市场机遇,美国JUUL最新估值已达500亿美元,随着越来越多的入局者收获市场与资本的青睐,这一市场也变得愈加嘈杂。
数百家企业怀着不同的动机杀入风口,却鲜有人考虑知识产权、技术投入、政策监管等问题,监管进一步趋严正在预期之中。近日,全球工业大麻巨头汉麻集团推电子烟品牌西素CISOO入局,意味着越来越多的的高阶“硬核玩家”入局,“千烟大战”的电子烟1.0时代,必将朝头部玩家引领的电子烟2.0时代加速演进。
电子烟竞争将重归产品轨道
进入电子烟行业的门槛有多高?业内人士给出的答案是,不到500万,在代工厂高度成熟的深圳,新品牌从挑选模具、下单到拿到产品开售,最快只需39天。
快,是这个行业最明显的特征之一,而原因,则来自市场与资本的狂热。全球90%以上的电子烟由中国生产,2017年,国内电子烟产品及配套产品的产量分别达到8284万套和12.01亿个,大部分用于出口。据机构预测,2023年全球电子烟有望达到480亿美元的市场规模,而国内电子烟市场5年内将达到1120亿元,加速狂奔的电子烟行业,吸引了大量玩家。
而在过往报道中,我们也能发现,凡是和电子烟创业相关的项目,动辄就能够获得百万、千万甚至数亿的融资。据公开信息,目前国内有近30家电子烟品牌获得了数十亿融资,科技、互联网领域的资本方集体入场,也令身处其中的许多企业躁动不已。
在这样的多重背景交织下,行业急速扩张。据启信宝数据显示,我国2017年电子烟领域全年新增企业数量为1834个,2018年全年新增企业数量为1170个。一味求快的热潮,令很多企业偏离了正常轨道,盲目追求快速出货,过度追逐快速融资。
但纵观欧美发达市场的演进规律,我们发现专注产品的创新和差异化才是制胜法宝,如JUUL凭借“尼古丁盐”的发明“吃遍天”,一举将美国市场份额从13.6%提升至75%,最新估值高达500亿美元。随着国内消费市场的逐渐完善,打造产品体验的差异化,重视技术研发与积累,重归产品轨道,才能在激烈的市场站稳脚跟。
投机玩家只是匆匆过客
前文提到,伴随电子烟行业的快速扩张,无论是用户端、还是产品端,都在经历着秩序的建立。在这一过程中,免不了投机者的存在,而电子烟行业存在的违规宣传与产品质量,便多出自这些投机玩家。
目前,电子烟行业内既有标准严格的制造工厂,也存在各种小作坊。许多投机性品牌,通过监管力度较低的互联网电商渠道进行售卖,为了捞快钱,它们往往会选择过时但成本低廉的技术和材料。为了提高产量、快速出货、谋求利润,往往忽视品质与服务,加之宣传上的夸大和吹嘘,给整个行业带来不少负面影响。
从国内来看,盲目追求风口,搅局投机者主要存在三个问题:一是在技术、资金、资源方面准备不足;二是在生产制造等方面缺乏足够实力,没有固定标准;三是盲目仿制和粗制滥造,其产品会对消费者的健康带来危害。
随着市场秩序的逐渐规范,投机玩家必然会在正常的竞争中被淘汰出局,相比之下,拥有雄厚实力、对行业有敬畏的品牌,才是这个行业的中流砥柱。
电子烟属于减害产品,注定这条赛道是需要有技术积累支撑的产业,以新晋入局的西素CISOO为例,其依托国内工业大麻唯一全产业链、全牌照企业——汉麻集团在生物医药等领域的众多独占性技术,这些尖端“生物技术”的实质性优势,成为其入局电子烟产业的“硬核技术”。
烟油与雾化技术一直是电子烟产品核心的核心,作为一个和健康相关的行业,企业比拼到最后,必然是科研能力高低的较量。2019年初,RELX悦刻宣布投入了超过2000万元自建 RELX悦刻实验室。如今,各家获得融资的电子烟公司,都会把研发作为重要的资本支出项。
反过来,雄厚的研发实力,也让企业拥有更强、更持续的融资能力。过往本地生活、在线出行、在线外卖市场的发展轨迹证实,资本重视的行业都会经历混乱到统一的过程,行业的马太效应将在未来显现,品牌拥有持续的融资能力,才更容易活下来。
投机玩家只是匆匆过客,短暂的投机乱象之后,有序规范的环境、比拼核心能力才是趋势,整个赛道的未来,只会留下少数综合实力强的头部玩家。
硬核玩家入局将为行业带来哪些利好?
国内电子烟品牌虽多如牛毛,可很多创业者以前是做新媒体的、卖彩妆的、干互联网的、卖酒水的,也难怪许多人将电子烟创业热,比作区块链、炒币之后又一个泡沫风口。
消费者对很多本土品牌的不信任感,归根结底,是对这样“五花八门”创业者们的质疑。正如前文所述,市场亟待拥有坚实行业背书、对行业有敬畏的硬核玩家加入。因此,对于汉麻集团推西素CISOO品牌入局,天浩持乐观的态度,从行业大环境来看,硬核玩家的入局,会带来三方面的利好影响:
首先,硬核玩家将有望打破产品同质化的窘境,引导产品创新。
换上炫彩外壳,装上多变口味的烟弹,这已成为许多电子烟小品牌对“创新”的理解。有爱好者曾做了一次热门品牌电子烟评测,经过试用发现,这几个品牌的产品在开关控制、烟油技术等方面相差无几,只是烟弹、外壳颜色、口味等进行了不同的排列组合与拼凑。这种同质化困境,束缚着每家电子烟企业的未来,电子烟想要实现量到质的变化,必须打破现这一窘境。
能够在某个行业立足的巨头,一定在各项实力上都有不俗的表现。以汉麻集团而言,作为国内唯一一家合法的以工业大麻全产业链布局为基础、以生物制药为方向的投资集团,历来重视科研上的投入,不仅投资建成生命科学研究院,还与总后军需装备研究所、哈尔滨医科大学、军事医学科学院、美国大麻产业联盟(NCIA)、欧洲工业大麻协会(EIHA)等国内外科技机构建立深厚的合作关系,主攻方向除了工业大麻科研、大健康产品研发外,烟油研发等方向也是重要发力点。
烟油,是电子烟的核心。目前,国内电子烟烟油普遍使用工业裂解基液,据悉,汉麻集团旗下企业已研发纯天然生物油作为基液的小烟烟油,将在本质上改善电子烟体验。行业若能有更多类似“汉麻集团”的企业加入,将会进一步加快产品与市场的成熟。
其次,硬核玩家将是行业规范化的主要推动者,将起到标杆作用。
目前,电子烟在国内市场仍近似于消费品的监管,力度并不大,这就滋生了电子烟过度营销、品质参差、无序发展等问题。但好在已经引起了相关机构的关注。世界卫生组织7月发布报告,呼吁各国政府和消费者不要轻信烟草企业关于电子烟等产品的宣传。国家卫生健康委员会也表示,计划通过立法监管电子烟,在产品广告宣传上,严禁商家将电子烟宣传为“戒烟神器”等。据悉,国家标准计划《电子烟》也将于近期发布。
中国作为世界上最大的烟草生产国与消费国,电子烟的无序发展并非常态。可以预见,国内的电子烟行业将逐步进入监管规范阶段。在此背景下,具有足够资金实力、扎实技术积淀、完善运营能力的硬核玩家,将成为行业规范化的推动者和践行者,积极配合与支持相关监管的落地,在行业内起到表率标杆作用。同时也将促进行业优胜劣汰,共同营造健康有序的市场环境。
最后,硬核玩家更看重长久发展利益,将会一扫现今市场投机玩家的营销乱象。
为了谋求暴利,电商平台上,大多数产品都在宣称自己是“戒烟神器”、“健康减害”,而在许多面向年轻人受众的活动场合,电子烟的展示、试用活动随处可见,缺乏对市场的敬畏心,向年轻人片面灌输与营销,更看重短期收益,这是投机玩家最大的弊端。
作为一种减害产品,营销炒作的泛滥,是非常反常的现象。相比之下,硬核玩家为打造品牌,更看重的是长期发展利益。电子烟不仅需要产品上的创新和突破,产品营销的严谨克制与坚守底线也十分重要。
综上所述,“硬核玩家”汉麻集团成立旗下公司西雾科技推出西素CISOO品牌入局电子烟市场,对行业的有序发展具有承前启后的积极意义。而回顾许多产品的诞生与演变,不难发现,初期的乱象往往是必经的过程。目前,电子烟正来到这个大拐点,在乱象与机遇并存的时代,电子烟的“硬核玩家”在此时的入局,是用户之幸,更是行业之幸。
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