Category: Innokin

With the recent amazing valuations of two listed companies, the China e-cigarette market has affected the industry’s heart by many, and it seems there it must be a hero in the China competition in the Central Plains. The traditional European and American mainstream markets for e-cigarettes, on the contrary, are a bit deserted because of the Christmas and New Year’s just over and Europe’s lockdown. Different from the China e-cigarette brand battle in full swing, Innokin’s “FIND F” marketing activities quietly launched in Europe and North America.

In the world’s largest e-cigarette forum and overseas mainstream e-cigarette platforms, Innokin’s “FIND F” advertising and press releases can be seen everywhere. However, this product should not be seen in China. As a senior international brand, Innokin has been focusing on the European and American markets, focusing on technological innovation and deepening the overseas market.

Q: I heard that the function of one of your products is locked?

Answer: Oh, did you mean the Sensis product? Yes, one of our functions requires a password to turn on.

Q: Will such a product not be complained by customers and consumers?

Answer: First, this function can be unlocked in several ways. The easiest way is to use it a certain number of times and the password will disappear automatically. The second is to meet the needs of some consumers who are curious and have a hobby of decryption. This part of consumers can try to decrypt through tips and unlock in advance. Finally, we expect to announce the password some time after the product is on the market.

Q: Why do you want to do this?

Answer: This is a decision based on technology and product characteristics. Our product Sensis is loaded with a brand-new e-cigarette technology, which is the first to appear and be applied in the e-cigarette industry. We believe that this innovation belongs to the fourth generation of e-cigarette technology. This is a brand new technology platform, which is different from the previous operating habits of consumers. We hope that most consumers will try out the two relatively elementary new functions first, and after having some initial perception of the new technology, they will start a more complete fourth-generation new technology. And for those e-cigarette enthusiasts who are very exploratory and like to try new things, we also hope to bring them some challenges and a sense of accomplishment in this way.

Q: What is the specificity of this fourth-generation e-cigarette technology?

Answer: Electronic cigarette technology continues to develop, from the first e-cigarette such as cigarettes to the latest various products. With the improvement of technology and design, the effectiveness and popularity of e-cigarettes have increased.

The first generation of electronic cigarettes is the most basic, without any adjustment function. Inhale directly or press a button, the battery will heat the atomizing core, turning the liquid into vapor, delivering nicotine and flavors.

The second-generation e-cigarette technology is adjustable voltage and power. Within a certain range, consumers can adjust the voltage or power they like to provide a more personalized experience. The second-generation e-cigarette technology platform is currently the most widely used and covers the most product forms.

The third generation is temperature control technology, using more advanced chips and new atomizing core materials, designed to eliminate dry burning and reduce the harm caused by damaged cotton cores. Because the heating wire material with the best atomization experience cannot be used for temperature control, many people do not like to use this mode.

At present, the most popular products in China are the first-generation products without any active control at that time. Of course, there has been a great improvement in product structure and appearance design. This is probably the case.

Our fourth-generation e-cigarette technology is a brand-new current and power output mode. This important upgrade improves the heat conversion efficiency between the atomizer core and the e-liquid, so as to improve the taste, extend the life of the atomizer core and provide more personalized settings.

Q: I heard that you also used the game material Contra and Konami code in this marketing. This is quite interesting. What is the reason for this?

Answer: Haha, because the product has this function to hide and unlock the password, we naturally thought of the classic Konami cheats and Contra games, especially the common memories of those born in the 80s and 90s. In addition to some challenging things for consumers, the fourth-generation technology of the product is also similar to the Konami Cheats. Extending the life of the atomizer core is the same as the three destinies in the game.

The above is from our interview with Innokin’s marketing department, what do you think?

“E-cigarette factories are laying off workers now. Are you still jumping in?” On October 28, the reporter of China times came to Xinxintian Industrial Park, Shajing, Shenzhen. After learning that there are two electronic cigarette processing plants in the park, the reporter tried to find the recruitment information about the electronic cigarette production posts on the recruitment bar at the gate of the park, but was responded by a young woman who issued a recruitment leaflet to the job seekers.

Shajing street and Songgang street in Bao’an District of Shenzhen city gather about 80% of the global e-cigarette processing plants, which makes China occupy a mature position in the e-cigarette supply chain. In such an environment, the research report released by Aimei consulting once made a “plump” expectation, “in the future e-cigarette market, e-cigarette technology components and device supply chain companies have a good prospect.”

However, this “base camp” of vape production is making us see the cruel reality: the “Vape Street” no longer exists, and any cooperation related to e-cigarette is subject to be filtered “layer by layer selection”.

Disappeared Vape Street

The central road in Shajing, Shenzhen used to have the name of “Vape Street”, but when reporters tried to find this “street”, it was not as easy as they thought.

Passing by the airport, Shajing station is almost at the end of Metro Line 11. Under the stairs of four subway exits, there are more than a dozen electric bikes. Beside the bikes, there are a group of riders staring at each outbound passenger. “Do you want to go?” The sound of the bike taxi riders began to appear here and there at the top of the stairs.

“Where is the electronic cigarette street?” This group of people who are most familiar with the block didn’t give a quick and accurate answer after hearing the reporter’s inquiry. Instead, they changed from grabbing each other’s orders to introducing each other’s businesses: “Hey, do you know the e-cigarettes street?” “Electronic cigarettes? I don’t know. ” One of them said, “it’s on Central Road, but it’s all rented offices in the office building, which can’t be seen outside.”

The reporter inadvertently found that, on the next floor of a shopping mall, a billboard which was facing the exit and printed with the words “Member Recruitment” was facing the exit of Shajing station D, just above the sign of SEG electronic market. The sign reads “welcome to join the e-cigarette industry committee”. One of the “rights and interests enjoyed by the members” is “members have priority to enjoy the resources or preferential conditions opened by the government departments to the committee”. However, when the reporter entered the market, he found that the whole building was empty. Mr. Jin, the security guard at the door, told reporters that the e-cigarette industry committee was on the third floor. There was no one on the third floor, but only someone occasionally came to have a meeting. It seemed that it had moved to another place.

When asked about “Vape Street”, Mr. Jin said: “There is a street, the processing plants on central road have moved to Jinsha Road.” When talking about the reasons for the relocation, Mr. Jin told reporters: “the main problem is the conflict of interest.”

Unlike some well-known e-cigarette brands in China that invite media to visit their factories, the processing factories located in the narrow streets of Shajing seem reluctant to let people know that they are related to e-cigarettes. After searching, the reporter found that most of these companies are hidden in various industrial parks under the name of “science and technology companies”. Only by querying industrial and commercial information, can they find that they have electronic cigarette component processing and other businesses, and the floor for processing electronic cigarette is usually not on the first floor.

Cautious technology companies

The policy regulation of Shenzhen began to work.

On October 1 this year, the regulations on smoking control in Shenzhen Special Economic Zone (hereinafter referred to as the “Regulations”) put electronic cigarettes into the management of tobacco control for the first time and formally implemented. According to the regulations, smoking will also be controlled at bus stops, tourist attractions and other places. Violators can be fined up to 500 yuan. A woman who issued a recruitment leaflet in front of the gate of Xinxintian Industrial Park told reporters that after the US smoking ban and the “Regulations” were issued, e-cigarette processing plants began to lay off workers.

“Innokin is the largest e-cigarette processing factory in Xinxintian Industrial Park. Now they don’t recruit many workers, they hire a cleaning aunt.” Said the lady. On the way to recruit workers, it was also not found that the two e-cigarette production and processing plants in the park had personnel needs for the production of “electronic appliances” and other related posts.

After a visit, the reporter found that the full name of “Xinyikang” is Shenzhen Innokin Technology Co., Ltd. Unlike other manufacturers in the park, Innokin has a very strict visitor system. It has a security booth at the door and cannot enter without contacting the management. If you enter, you need to write down the visitor’s name, ID card number, the name and phone number of Innokin contact person, etc. on the registration form.

In the face of e-cigarette related issues, these companies are very cautious. After calling the management of Innokin, the reporter put forward the need to visit the factory as a purchaser, and was told to go to the company’s office to know each other, establish contacts and negotiate with each other before putting forward the next requirements, such as whether to enter the factory or not.

According to Baidu Encyclopedia, “Shenzhen Innokin Technology Co., Ltd. is a world-famous e-cigarette manufacturer. The company insists on independent research and development to create a unique e-cigarette brand.” Reporters found that it has a strict visitor management system.

Technology companies don’t seem to want to be discovered. There are a lot of people on Huangpu Road in Shajing. There are hotels, restaurants and gas stations on the street. Another e-cigarette factory, Shenzhen Feipuer Electronic Technology Co., Ltd. (hereinafter referred to as “Feipu er”), is in the middle of the road between a fire station and a hotel. When approaching, you can only see a gate sign of “Litai high tech Intelligent Industrial Park”. Feipuer is on the third floor of the building.

For the visit, Feipuer front desk and management staff are very cautious. The front desk said that the whole floor is Feipuer’s factory, and the production of electronic cigarettes is also here. The reporter found that the first floor of the whole building is an automobile repair workshop, and the front and back doors of the second floor are locked but bright.

In the face of visitors with cooperation intention, Mr. Wang, the person in charge of Feipuer, is also very cautious. First, he asked the visitors about the source hearing about Feipuer, then asked about the business scope and turnover of the visiting company, and understood the operation status of other trading companies in the place where the visiting company is located.

During the conversation, Mr. Wang often turned his eyes left and right, pinched his fingers tightly, hardly disclosing the company’s own information, only indicating that the electronic cigarettes produced by the company were sold overseas.

From encroaching on the whole street to scattered distribution in dark corners, Shajing’s era of “Vape base camp” may be coming to an end.