vape offline channel layout

After the online sales channel of vape was banned, the offline channel became the only channel for the vape industry. Compared with the construction cost of the online channel, the construction cost of the offline sales channel is much higher, and small enterprises do not have the strength to build their own So far, the offline channels of vape are operated by those leading companies, and the micro e-liquid factory or vape factory has basically turned into the OEM business of customized e-liquid and customized vape .

The competition in offline channels can be said to be more intense and faster than online competition. Offline channels have the characteristics of regionality and mobility. If the channels are not laid in time, then the good position will be occupied by the opponent. The position is definitely the key to success, and it is very difficult for the opponents who enter later to compete. Even if they can, it will cost more to do so.

The competition for market share lies in how to grasp the needs of consumers. From this perspective, convenience and cost performance are two eternal dimensions. Just like shared bicycles, under the premise of homogenization of products, the most important dimension for consumers to consider in brand selection is-is it convenient to buy?

High demand and fast frequency are the characteristics of vape as a consumer product. In any scenario, once the pod is exhausted, it is the core appeal of consumers to be able to buy vape as conveniently as buying a pack of ordinary cigarettes.

Taking a leading domestic vape company as an example, benefiting from the advance offline channel layout, it quickly seized the market. According to the data of the brand, its market share in the vape industry has reached 62.6%.

The blockage of online channels, the closure of enterprises without financial strength and brand effect, and the industry resources can only be concentrated in leading enterprises, this is the basic law of industry development. At present, the above-mentioned leading companies cooperate with 110 authorized distributors, owning more than 5,000 specialty stores and over 100,000 retail stores. They plan to invest a total of 600 million in the next three years to open up 10,000 specialty stores.

But this has not dispelled the enthusiasm of other players. On the contrary, more and more merchants are accelerating their offline layout, so as to improve brand influence, and eventually turn their own brands into consumers' consumption habits.

In addition to leading companies, other weaker brands are also actively deploying their offline channels. Although they are not leading companies, the conditions they offer are often more attractive, such as free decoration and free distribution, etc. and other preferential conditions, but because of the problem of financial strength, their goal is often to open up thousands or hundreds of specialty stores and retail stores, and the gap with leading companies is still quite large.

This has also created the current situation of overcrowded offline stores. With Beijing Guomao as the center point, within a radius of one kilometer, the number of offline stores of a certain brand has reached 18, and this situation will increase in the future. It continues to play out and intensify across the country.

Under such market sentiment, the competition in the offline vape industry has returned to the classic competition model of consumer goods: whoever has a good location, a good product, and traffic can survive in this increasingly competitive market.